New research from Juniper Research forecasts over 400 million mobile subscribers
worldwide will use their mobile phones for ticketing by 2013. However,
the study concluded that trials and pilots are not being implemented
into full mobile ticketing services as quickly as expected for several
reasons including bar code reading issues, lack of reader
infrastructure and availability of NFC (Near Field Communications)
handsets.
Key findings from the report include:
• Total gross mobile ticketing transaction value will reach $92 billion by 2013.
•
The Far East & China region, together with Western Europe and North
America will represent in excess of 80% of this global gross
transaction value by 2013.
• Mobile ticketing must "make life easier" for users. In this respect, NFC, with its convenience, is a crucial development.
• NFC will reach its tipping point over the 2011 to 2013 period.
The Juniper Research report found that the leading sector will be
transport, followed by entertainment and then sporting events. The Far
East and China region is leading the market, driven by adoption in
Japan particularly amongst rail travellers. In addition airlines are
beginning to offer mobile ticket purchasing. Outside the transport
segment, the report identified a number of ground-breaking trials and
services, such as by cinema chains in India which buys 37% of all movie
tickets sold worldwide. In addition a number of football and baseball
teams are beginning to offer mobile options for ticket purchase and
delivery; however, many venues still require a printed ticket to gain
entry.
Juniper report author Howard Wilcox pointed out: "Mobile ticketing
offers exciting new opportunities for ticket issuers to achieve
increased sales including targeted last-minute sales campaigns. For
example, tickets for the sporting event or movie happening 'tomorrow'
or 'tonight' could be marketed directly to known fans."
However,
Wilcox warned that whilst NFC mobile user trial results such as O2 in
London and BART in San Francisco have been encouraging, market traction
will be determined by the availability of NFC phones and the speed of
installation of NFC readers.
Juniper Research determines the current status and prospects of
mobile ticketing with analysis and interviews with some of the leading
organizations in the growing mobile ticketing market.
White papers and further details of the study 'Mobile Ticketing:
Transport, Sport, Entertainment & Events 2008-2013' can be freely
downloaded from http://www.juniperresearch.com/.