Mobile Ticketing & Coupons Strategies & Markets 2007-2011

SUMMARY

This final report in the mobile commerce series provides a thorough analysis of the mobile ticketing & coupon market and offers practical forecast data on user acceptance, transaction value and transactional traffic, for eight global regions. The report investigates the major drivers and constraints for the mobile ticketing & coupons market and through extensive in-depth interviews with key players, this strategic research report provides all members of the mobile ticketing & couponing chain with vital recommendations in order for them to maximise revenues within this rapidly growing sector. This 142 page analytical report not only offers a detailed look into the dominant technologies, including barcodes and RFID & NFC, but also conducts an in-depth investigation into a number of important applications and services within this sector around the world.

Key Questions Answered by this Report

• What is the current and future market size for mobile ticketing & coupons ?
• What is the strategy for mobile network operators, ticketing / coupon Issuers & new entrants ?
• What are the main market drivers for mobile ticketing and coupons ?
• What are the key technologies that are being adopted for mobile ticketing and coupons ?
• Is the paper ticket dead ?
• Will NFC revolutionise the ticketing market ?
• Who will be the winners and losers in the mobile ticketing and coupon market ?
• Are retailers ready to adopt mobile coupons ?

Main Benefits:

• A unique source of research and analysis for the mobile ticketing & coupon market including technologies, market characteristics and forecasts.
• Practical analysis of emerging opportunities for vendors & operators
• Unique insights: includes interviews with leading industry players who have significant experience in the mobile ticketing & coupon market.
• Benefit from fresh thinking and an intelligent market assessment from a respected thought leader.

TABLE OF CONTENTS

• Glossary
• Executive Summary
  • Introduction
    • Mobile Commerce Series
  • Sector Focus
    • Transport Operators Strategies & Markets
    • Sporting Event Owners Strategies & Markets
    • Entertainment & Event Organisers Strategies & Markets
    • Retailers Strategies & Markets
    • Handset Manufacturer Strategies & Markets
  • Market Projections
    • Mobile Operator Strategies & Markets
      • Figure ES1: All Mobile Phone Users (m) Regional Forecast 2007-2011
      • Table ES1: All Mobile Phone Users (m) Regional Forecast 2007-2011
    • Mobile Ticketing
      • i. Mobile Ticketing Traffic
        • Figure ES2: Total Number of Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
      • ii. Mobile Ticketing Transaction Value
        • Figure ES3: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-2011
        • Table ES2: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007- 2011
        • Figure ES4: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011
        • Table ES3: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011
    • Conclusions

1. Mobile Ticketing

• 1.1 Introduction
• 1.2 Definition
• 1.3 Technology
  • 1.3.1. Code (predominately Barcode)
    • Figure 1.1: One-Dimensional Barcode
    • Figure 1.2: Two-Dimensional Barcode (PDF417)
    • Figure 1.3: Two-Dimensional Barcode
    • Figure 1.4: Two-Dimensional Barcode (MaxiCode) (DataMatrix)
    • Figure 1.5: Two-Dimensional Barcode (QR Code)
    • i. Is it Reliable?
  • 1.3.2. Contactless (RFID & NFC)
    • Figure 1.6: Oyster Card Using MIFARE Technology
    • i. NFC (Near Field Communications)
      • a. Uses
      • Figure 1.7: Uses of NFC
      • b. NFC Forum
      • c. Standards & Specification
      • Figure 1.8: Typical NFC Implementation
      • d. Security
      • e. Operating Modes
      • f. Emerging Technology
      • g. Where are the Handsets?
        • Figure 1.9: Samsung D500
        • Figure 1.10: Sagem m700X Contactless
        • Figure 1.11: Nokia 6131
      • h. Roadmap and Forecasts
        • Table 1.1: NFC Forum Roadmap
    • ii. RFID
      • a. FeliCa
        • - Standards & Specification
        • Figure 1.12: Sony FeliCa IC Card and Reader/Writer
        • - Security
        • Figure 1.13: Sony FeliCa Security Features
        • Figure 1.14: FeliCa Networks Platform Management
        • Figure 1.15: Uses of FeliCa
• 1.4 Mobile Ticketing Classification
  • 1.4.1. Travel mTicketing
  • 1.4.2. Sporting Events mTicketing
  • 1.4.3. Entertainment & Events mTicketing
• 1.5Drivers & Constraints
  • Figure 1.16: Mobile Tickets; Summary of Market Drivers & Constraints
  • 1.5.1 Drivers
    • i. User Demand
    • ii. Cost Savings
    • iii. Increase in ARPU
    • iv. One-2-One Marketing
    • v. Enhanced Security
    • vi. Increase in Customer Retention for Mobile Operators - Lower Churn
    • vii. Queue Busting
    • viii. Environmental
    • ix. Last Minute Sales
    • x. Mobile Value Added Services (MVAS)
  • 1.5.2 Constraints
    • i. Lack of Handsets
    • ii. Business Model Issues
    • iii. Support Issues - Who Owns the Customer?.
    • iv. Revenue Sharing Issues
    • v. MMS Issues
    • vi. Mobile Barcode Reading Issues
    • vii. Operator Left Out in the Cold
  • 1.6 Applications & Services
    • 1.6.1 Transport Mobile Tickets
      • i. Air Travel Ticketing Applications & Services Examples
        • Figure 1.17: Mobile Boarding Pass Example
        • a. North America
        • b. Western Europe
        • c. Asia Pacific
        • d. Rest of Asia Pacific
      • ii. Rail Travel Ticketing Applications & Services Examples
        • a. North America
        • b. West Europe
          • Figure 1.18: The Nokia 6131 NFC Mobile Phone
        • c. Asia Pacific
      • iii. Bus and Coach Travel Ticketing Applications & Services Examples
        • a. West Europe.
          • Figure 1.19: Citylink SMS mTicket
    • 1.6.2 Sporting Events Mobile Tickets
      • i. Applications & Services Examples
        • a. North America
        • b. West Europe
    • 1.6.3 Entertainment & Events Mobile Tickets
      • i. Applications & Services Examples
      • a. North America
        • Figure 1.20: The bCODE MediaHub 200 Multi-media Kiosk
      • b. West Europe
        • Figure 1.21: Digitick mTicket Barcode on a Mobile Phone
        • Figure 1.22: Olympique Marseille Ticketing Website
      • c. Rest of Asia Pacific

2. Mobile Ticketing Forecasts

• 2.1 Mobile Ticketing Users
  • Table 2.1: Mobile Phone Users (%) Who Use Mobile Ticketing: Regional Forecast 2007-2011
  • Figure 2.1: Total Mobile Phone Users (m) Who Use Mobile Ticketing: Regional Forecast 2007-2011
  • Table 2.2: Total Mobile Phone Users (m) Who Use Mobile Ticketing: Regional Forecast 2007-2011
• 2.2 Mobile Ticketing Traffic
  • Figure 2.2: Average Number of Mobile Ticketing Transactions Made per Mobile Ticketing User Per Annum: Regional Forecast 2007-2011
  • Table 2.3: Average Number of Mobile Ticketing Transactions Made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011
  • Figure 2.3: Total Number of Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
  • Table 2.4: Total Number of Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
• 2.3 Mobile Ticketing Transaction Value
  • Table 2.5: Average Mobile Ticketing Transaction Value ($): Regional Forecast 2007-2011
  • Figure 2.4: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-2011
  • Table 2.6: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-2011
• 2.4 Transport Mobile Ticketing Forecasts
  • 2.4.1 Transport Mobile Ticketing Users
    • Table 2.7: Mobile Phone Users (%) Who Use Transport Mobile Ticketing: Regional Forecast 2007-2011
    • Figure 2.5: Total Mobile Phone Users (m) Who Use Transport Mobile Ticketing: Regional Forecast 2007-2011
    • Table 2.8: Total Mobile Phone Users (m) Who Use Mobile Ticketing: Regional Forecast 2007-2011
  • 2.4.2 Transport Mobile Ticketing Traffic
    • Figure 2.6: Average Number of Transport Mobile Ticketing Transactions Made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011
    • Table 2.9: Average Number of Transport Mobile Ticketing Transactions Made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011
    • Figure 2.7: Total Number of Transport Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
    • Table 2.10: Total Number of Transport Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
    • 2.4.3 Transport Mobile Ticketing Value
  • Table 2.11: Average Transport Mobile Ticketing Transaction Value ($): Regional Forecast 2007-2011
  • Figure 2.8: Total Transport Mobile Ticketing Transaction ($m): Regional Forecast 2007- 2011
  • Table 2.12: Total Transport Mobile Ticketing Transaction ($m): Regional Forecast 2007- 2011
• 2.5 Sporting Events Mobile Ticketing Forecasts
  • 2.5.1 Sporting Events Mobile Ticketing Users
    • Table 2.13: Mobile Phone Users (%) Who Use Sporting Events Mobile Ticketing: Regional Forecast 2007- 2011
    • Figure 2.9: Total Mobile Phone Users (m) who use Sporting Events Mobile Ticketing: Regional Forecast 2007-2011
    • Table 2.14: Total Mobile Phone Users (m) Who Use Sporting Events Mobile Ticketing: Regional Forecast 2007-2011
  • 2.5.2 Sporting Events Mobile Ticketing Traffic
    • Figure 2.10: Average Number of Sporting Events Mobile Ticketing Transactions Made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011
    • Table 2.15: Average Number of Sporting Events Mobile Ticketing Transactions made per Mobile Ticketing user per annum: Regional Forecast 2007-2011
  • Figure 2.11: Total Number of Sporting Events Mobile Ticketing Transactions per Annum (m): Regional Forecast 2007-2011
  • Table 2.16: Total Number of Sporting Events Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
  • 2.5.3 Sporting Events Mobile Ticketing Value
    • Table 2.17: Average Sporting Events Mobile Ticketing Transaction Value ($): Regional Forecast 2007-2011
    • Figure 2.12: Total Sporting Events Mobile Ticketing Transaction ($m): Regional Forecast 2007-2011
    • Table 2.18: Total Sporting Events Ticketing Transaction ($m): Regional Forecast 2007- 2011
    • 2.6. Entertainment & Events Mobile Ticketing Forecasts
  • 2.6.1 Entertainment & Events Mobile Ticketing Users
    • Table 2.19: Mobile Phone Users (%) who use Entertainment & Events Mobile Ticketing: Regional Forecast 2007-2011
    • Figure 2.13: Total Mobile Phone Users (m) Who Use Entertainment & Events Mobile Ticketing: Regional Forecast 2007-2011
    • Table 2.20: Total Mobile Phone Users (m) Who Use Entertainment & Events Mobile Ticketing: Regional Forecast 2007-2011
  • 2.6.2 Entertainment & Events Mobile Ticketing Traffic
    • Figure 2.14: Average Number of Entertainment & Events Mobile Ticketing Transactions made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011
    • Table 2.21: Average Number of Entertainment & Events Mobile Ticketing Transactions Made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011
    • Figure 2.15: Total Number of Entertainment & Events Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
    • Table 2.22: Total Number of Entertainment & Events Mobile Ticketing Transactions (m) per Annum: Regional Forecast 2007-2011
  • 2.6.3 Entertainment and Sporting Events Mobile Ticketing Value
    • Table 2.23: Average Entertainment & Events Mobile Ticketing Transaction Value ($): Regional Forecast 2007-2011
    • Figure 2.16: Total Entertainment & Events Mobile Ticketing Transaction ($m): Regional Forecast 2007-2011
    • Table 2.24: Total Entertainment & Events Mobile Ticketing Transaction ($m): Regional Forecast 2007-2011

3. Mobile Coupons & Forecasts

• 3.1 Introduction
• 3.2 Definition
• 3.3 Technology
• 3.4 Drivers & Constraints
  • Figure 3.1: Mobile Coupons; Summary of Market Drivers & Constraints
  • 3.4.1 Drivers
    • i. User Demand
    • ii. Cost Savings
    • iii. Increase in ARPU
    • iv. One-2-One Marketing
    • v. Increase in Customer Retention for Mobile Operators - Lower Churn
    • vi. Environmental
    • vii. Higher Conversion Rates
    • viii. Mobile Value Added Services (MVAS)
    • ix. Reduced Fraud
  • 3.4.2 Constraints
    • i. Participation of Retailers
    • ii. How to Manage the Coupon on the Phone?
    • iii. MMS Issues
    • iv. Mobile Barcode Reading Issues
    • v. Operator Left Out in the Cold
    • vi. Availability of NFC Handsets and Terminals
• 3.5 Application & Services
  • 3.5.1 Applications & Services Examples
    • i. North America
      • Figure 3.2: Cellfire Website Showing Available Coupons
      • b. West Europe
      • c. Far East & China
• 3.6 Market Forecasts
  • 3.6.1 Mobile Coupon Forecasts
    • i. Mobile Coupon Users
      • Table 3.1: Mobile Phone Users (%) Who Use Mobile Coupons: Regional Forecast 2007-2011
      • Figure 3.3: Total Mobile Phone Users (m) Who Use Mobile Coupons: Regional Forecast 2007-2011
      • Table 3.2: Total Mobile Phone Users (m) Who Use Mobile Coupons: Regional Forecast 2007-2011
    • ii. Mobile Coupon Traffic
      • Figure 3.4: Average Number of Mobile Coupon Transactions Made per Mobile Coupon User per Annum: Regional Forecast 2007-2011
      • Table 3.3: Average Number of Mobile Coupon Transactions made per Mobile Coupon User per Annum: Regional Forecast 2007-2011
      • Figure 3.5: Total Number of Mobile Coupon Transactions (m) per Annum: Regional Forecast 2007-2011
      • Table 3.4: Total Number of Mobile Coupon Transactions (m) per Annum: Regional Forecast 2007-2011
    • iii. Mobile Coupon Transaction Value
      • Table 3.5: Average Mobile Coupon Transaction Value ($): Regional Forecast 2007-2011
      • Figure 3.6: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011
      • Table 3.6: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011

4. Mobile Ticketing & Coupon Vendors

• 4.1 Introduction
• 4.2 Vendors
  • 4.2.1 ActiveMedia
    • Figure 4.1: RAPOS Platform
    • Figure 4.2: ActiveMedia Technology Mobile Ticketing Lifecycle
  • 4.2.2 bCODE
    • Figure 4.3: The bCODE MediaHub 200
  • 4.2.3 Cellfire
    • Figure 4.4: Cellfire Mobile Coupon Process
    • 4.2.4 Gavitec
      • i. EXIO
        • Figure 4.5: Gavitec EXIO Module
      • ii. MD-20
        • Figure 4.7: The Gavitec MD-20 OEM Code Reader
      • iii. Lavasphere
        • Figure 4.7: Gavitec Lavasphere Software Product
    • 4.2.5 The Light Agency (Shop Scan Save)
  • 4.2.6 Mobiqa
    • Figure 4.8: Mobiqa Mobile Ticket on a Mobile Phone
  • 4.2.7 Parkmobile
  • 4.2.8 Swiftpass
    • Figure 4.9: Mobile Ticketing at The Eden Project

5. Mobile Ticketing & Coupons: Strategies & Markets

• 5.1 Introduction
• 5.2 Transport Operators Strategies & Markets
• 5.2.1Introduction
  • i. Air Travel Strategy - IATA Simplifying the Business Programme
  • ii. The Market for Ticketing in Air Travel
  • iii. Rail Travel Strategy
  • iv. The Market for Ticketing in Rail Travel
• 5.3 Sporting Event Owners Strategies & Markets
  • 5.3.1 Sporting Event Owners Strategy
  • 5.3.2 The Market for Ticketing in Sporting Events
• 5.4 Entertainment & Event Organisers Strategies & Markets
  • 5.4.1 Entertainment & Event Organisers Strategy
  • 5.4.2 The Market for Ticketing in Entertainment & Events
• 5.5 Retailers Strategies & Markets
  • 5.5.1 Retailers Strategy
  • 5.5.2 The Market for Coupons with Retailers
• 5.6 Handset Manufacturer Strategies & Markets
• 5.7 Mobile Operator Strategies & Markets
  • 5.7.1 Revenue Problems
    • i. Falling Voice Revenues
    • ii. Margin Squeeze
    • iii. Revenue Substitution & Cannibalisation Issues
    • iv. Increase in Data ARPU
  • 5.7.2 Revenue Opportunities
    • i. How Do Operators Make Money Out of Mobile Ticketing and Mobile Coupons?

6. Standards & Forums

• 6.1 Introduction
  • 6.1.1 Who is Doing What?
    • Table 6.1: Overview of Forum Activity
• 6.2 Association of Train Operating Companies (ATOC)
  • 6.2.1 Members
• 6.3 ETSI
  • 6.3.1 Members
• 6.4 The GSM Association
  • 6.4.1 Members
• 6.5 International Air Travel Association (IATA)
  • 6.5.1 Members
• 6.6 International Organisation for Standards (ISO)
  • 6.6.1 Members
• 6.7 NFC Forum
  • 6.7.1 Members