Mobile Ticketing - MNO Opportunities Assessed

SUMMARY

The high penetration of mobile phones (particularly smart phones) combined with the ubiquitous presence of ticketing applications across different vertical segments has encouraged analysts to forecast exponential growth for mobile ticketing transactions over the next few years. End-user customers appear to value the convenience associated with mobile ticketing and this is highlighted by some very encouraging service adoption rates (sometimes as high as 40% - 60%) reported across parking, music and sport event mobile ticketing schemes. Many MNOs are investing in mobile ticketing schemes in the belief that end-users will experiment with other forms of mobile commerce applications once they have experienced the "convenience" of using the mobile phone to acquire a ticket for the movies, bus or car park.

In this report we examine the development of mobile ticketing applications and set out to:

• Provide an overview of the mobile ticketing technologies available and highlight fragmentation with the provision of mobile ticketing platforms, with start-up companies sometimes failing to overcome the challenges associated with the early stages of market development.
• Present a broad range of mobile ticketing initiatives implemented across the entertainment (e.g. cinema and theatre, music gigs and sport events, etc.) and transport (car park, trains and bus tickets, etc.) sectors.
• List the key benefits for the main players in the mobile ticketing value chain and identify market drivers and barriers affecting service uptake across different mobile ticketing applications and markets.
• Analyse different mobile ticketing models and assess the specific opportunities (financial and non) available to MNOs across different mobile ticketing applications and markets.

TABLE OF CONTENTS

1. Overview

2. Introduction

3. Technology Platforms

• 3.1 SMS
• 3.2 Mobile Barcodes
• 3.3 Contactless Cards Based on RFID & NFC
• 3.4 Summary

4. Key Market Players & Drivers

5. Initiatives in the Transport Sector

• 5.1 EMT Mobile Parking in Estonia
  • 5.1.1ATAC Mobile Ticketing Applications in Rome
  • 5.1.2Parkmobile RFID Based Parking Schemes
  • 5.1.3Aircoach & QuickPark Integrated Ticketing Initiatives by Textus
• 5.2Opportunities in the Airline Ticketing Segment

6. Entertainment & Leisure Initiatives

• 6.1 Music Events
  • 6.1.1 Vodafone "TBA" Secret Gigs
  • 6.1.2 O2 Wireless Festival & "The O2"
  • 6.1.3 QJump by Virgin Mobile
  • 6.1.4 Other Initiatives
• 6.2 Cinema Initiatives
  • 6.2.1 Service for Movie-Goers "Cizle" by SKT
• 6.3 Orange Wednesday
  • 6.3.1 Other Mobile Ticketing Cinema Initiatives

7. Conclusions