E-ticket usage will increase three-fold by the year 2018 — with more than 18 billion transport and events tickets being delivered to mobile devices annually by that point — according to a new report from Juniper Research.
Growth is expected in nearly all markets, according to the report, but the most significant growth will be seen in the metro and public transportation markets, especially the relatively undeveloped US market.
The report — Mobile Ticketing Strategies: Air, Rail, Metro, Sports & Entertainment 2013-2018 — noted that SMS-based solutions had achieved particularly strong adoption across markets such as Sweden, where mobile 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 and event ticketing sectors had recognized that mobile delivery offered the opportunity to add value to the ticketing process. It argued that integration of mobile ticketing platforms with loyalty programs was key to customer retention, offered a means of upselling additional services and cross-promotional opportunities.
Report author Dr Windsor Holden noted: “The airline industry in particular has led the way in utilizing 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.”
A welcome development for many, no doubt — especially as more and more young adults choose buses and bikes over cars. Hopefully, the transition will result in decreased waste with regard to materials use, and may perhaps also lead to an improved traveling experience. Though, for sure, we will have to wait and see if that second dream becomes a reality.
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