Juniper Research expects the number of tickets delivered to mobile phones will more than quadruple from last year’s worldwide total of 4 billion tickets to 23 billion by 2016. Its new report says mobile users are now beginning to adopt mobile tickets as an integrated part of their mobile lifestyle, with m-tickets being used by airlines, transport, sporting events and entertainment.
The report notes that mobile ticketing has a positive impact on operator profitability, offering the ability to sell and deliver tickets through without the need for extra staff or premises. However it also warns that mobile ticketing applications must be simple to use and need to win the confidence of the user, both in terms of security and reliability.
David Snow, the report’s author, said “Mobile ticketing together with mobile payments are the front running applications in the mobile commerce market today. Mobile ticketing may be the first mobile commerce application that will be adopted at a mass market level, so it's important that users receive a first class experience; that is the major challenge for all players in the mobile ticketing ecosystem.”