Mobile tickets expected to triple
More than 16bn transport and events tickets will be delivered annually to mobile handsets by 2018, according to a new report from Juniper Research, three times the volume expected this year. While adoption will be strong across a range of markets, volume growth will be driven by metro and bus deployments. The ‘Mobile Ticketing Strategies: Air, Rail, Metro, Sports & Entertainment 2013-2018’ report noted that SMS based solutions had achieved particularly strong adoption across markets such as Sweden, where it now accounts for 65% of bus ticketing sales. However, it argued that app-based alternatives delivering 2D barcodes were expected to gain greater traction elsewhere as smartphone adoption increased and would account for the majority of sales within the forecast period in developed markets.
Furthermore, the report highlighted that a number of companies across the transport sector had recognised that mobile delivery offered the opportunity to add value to the ticketing process. It argued that integration of mobile ticketing platforms with loyalty programmes was key to customer retention. It suggested transport operators should consider issuing smartphones to staff for mTicket validation. It also claimed the short term opportunities for NFC (near field communication) ticketing are limited with lack of implementation standards a key barrier to interoperability.