Finally, Ticketmaster & Mobiqa Team up for Vast Mobile-Ticketing Deployment

Australia is the testing ground for a new service launched by Ticketmaster to enhance the security and efficiency of distributing tickets for events of all types.  A mobile-ticket option will be available that will allow event-goers to have their tickets sent directly to their cell phone or mobile device via SMS, MMS, or WAP.  The message they receive will have their ticket embedded in the form of a 2D barcode.  The user can then present their cell phone to be scanned by handhelp scanners at the entrance to the event.  Ticketmaster has teamed up with Mobiqa to offer this service.  It’s the first wide-spread deployment of “M-Tickets” to be initiated.  Here’s some details on the service straight from the source; “MobileTicket offers the ultimate in convenience and security to customers, eliminating the need to wait for postal delivery or queue at the box office. Customers can choose the service as a delivery option online at Ticketmaster.com.au and a 2D unique barcode is generated and sent within 24 hours of purchase. Front of house staff at the event venues will have the ability to scan the customer’s mobile phone display screen with special hand held scanners using AccessManager, Ticketmaster’s access control solution.  A resend facility is also available should customers accidentally delete their MobileTicket and lost or stolen tickets may be cancelled and replaced securely by invalidating the old barcode and re-issuing a new MobileTicket.  This new MobileTicket technology follows on from the great success of Ticketmaster’s TicketFast online ticket delivery service where tickets can be printed at home. In venues offering TicketFast, currently 70% of customers prefer the convenient email distribution as their ticket delivery method.”I think it’s only a matter of time untill this technology makes it to the US.  Ticketmaster is a US-based company, so judging by the success of the service in Australia, in has to make it across the pond at some point.  I think a reason for the slow adoption in the US is still the fact that most companies operating a system like this are based in countries in Europe as well as Australia.  Also, believe it or not, most countries abroad have much more advanced wireless networks, and devices. Maybe this has something to do with it as well.  This is still a sign of the times, and I think now that Ticketmaster has joined the party, worldwide deployment is in our future. 

Proximity Marketing Combined with M-Ticketing Technologies

Imagine if you will, a whole new generation of ticket purchasing and redemption for anything from baseball games to the opera.  By bringing together several new areas of technology, this can be an extremely streamlined and simple process.  Imagine heading down with the family to the ballpark to see a baseball game on a friday night.  As you arrive at the stadium, you get a message on your mobile phone.  ”Would you like to connect to ABC Stadium?” You opt to receive the data tranmission.  Instantly your provided a menu which includes purchasing tickets on the spot.  You can input the number of tickets your family requires, where you’d like to sit, and pay fast via Paypal mobile or some other form of mobile payment.  Your tickets are then delivered to your phone via Bluetooth.  During the purchase process, you can opt to input the mobile numbers of your family members so they can receive their own M-Ticket on their own phone for easier admission.  You family could then proceed to the turnstyle and scan your cellphone screen on a scanner to gain entry to the stadium.  The whole process could take place during the time you walk from the parking gararge to the stadium gate.  Several technologies would have to come together, but all are already in function today.  We just need to bring it all together.  Among the benefits, some highlights include no paper what so ever, to reduce cost, no data charges to the mobile users because the transmission of data takes place via Bluetooth instead of the user’s wireless network.  Efficiency, and advanced tracking infomation would be among the benefits for the merchants who utilize such a service.  While the customer is waiting in line, after they’ve purchased their ticket, it provides a perfect opportunity to utilize it’s opt in status via Bluetooth.  They could tranfer advertisments to user’s mobile phones that are relevant to their company, products, or services.  Other advertising opportunities are available that otherwise wouldn’t be with the paper ticket method.  There’s always the problem of older citizens and peope who are so-called “tech-illiterate” who are not going to know how, or learn to know how to work such a system.  To remedy this, a strong advertising campaign would have to take place throughout the venue to promote the use of Bluetooth, and to make sure everyone is “visible” to their Proximity Marketing System. Large poster could be spread about that layout how to turn on and use the features  of this system.