Surge in global mTicket business to be driven by improved access in transport and event sectors
The number of digital event and transport tickets delivered to mobiles will triple to 16 billion a year by 2018, according to a new report by Juniper Research.
‘Mobile Ticketing Strategies: Air, Rail, Metro, Sports & Entertainment 2013-2018’ states that increased access driven by metro and bus systems – most notably in the “relatively untapped” US market – will drive growth over the next five years.
It found that SMS-based tickets had seen encouraging results, such as accounting for 65 per cent of all bus ticketing sales in Sweden. However, app-based alternatives which capitalise on the increased adoption of smartphones could gain greater traction.
The research also highlighted opportunities to integrate mobile ticket apps with customer loyalty schemes.
Report author Dr Windsor Holden (pictured) said: “The airline industry in particular has led the way in utilising mobile as a sales and loyalty channel. More than half of airlines are planning major investments in mobile over the next three years, employing mobile as a means of enhance customer self-service options throughout the end-to-end passenger travel process.”