New research has forecast that 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 Near Field Communications handsets.
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.