Consumers will get tickets delivered to their mobile devices via text, bar codes and apps.
The next few years will be big ones for mobile ticketing, a new study from Juniper Research concludes. One in every eight mobile phone users worldwide, 12.7%, will either have a ticket delivered to their phone or buy a ticket with their phone by 2015, up from about 4.5% today, Juniper predicts.
In the next few years, mobile tickets will start to enter the mainstream, Juniper says. While mobile ticket users are now concentrated in Japan, Central and Eastern Europe, and Scandinavia, there will be more opportunities for selling mobile tickets for transportation, sports and events, the report says.
“The key years will be 2011 to 2013, when we expect to see significant growth year on year, fueled by the availability of commercial mobile ticketing services and the early stages of Near Field Communication commercialization in countries other than Japan,” Juniper says. “Penetration is forecast to double in percentage terms in this period.” Near Field Communication, or NFC, is a technology that enables phones (or other items, such as credit cards) to interact with objects—such as posters and payment terminals—over a distance of a few inches.
Juniper says consumers will also receive mobile tickets via text message and bar codes, and through the mobile web and apps.
The research firm says a growing number of players are entering the mobile ticketing market, from venture capital funded start-ups to wireless network carriers to others from telecommunications, point-of-sale or e-ticketing backgrounds.
“With the profusion of smartphone apps, developers are keen to add ticketing to their portfolios, while mobile network operators are keen to offer integrated ticketing, coupon and wider mobile commerce services as they look to increase their offerings to attract and retain subscribers,” Juniper says. As a result, it adds, many wireless carriers are either building ticketing programs in-house or contracting them out to vendors.