Mobile tickets have the potential to be used wherever regular tickets are sold today. Many modern sports and concert facilities already use barcode readers to process paper tickets, so the technology is already in place. The reach of mobile ticketing could extend to sporting events, concerts, movie theaters, nightclubs, transportation, conferences and more.
Guns N' Roses played the first official "ticketless" concert in London in June 2006 and former Black Eyed Peas frontwoman Fergie is selling absolutely no paper tickets to her 2007 Verizon VIP Tour.
Tickets.com has launched a new service called Tickets@Phone to deliver tickets to cell phones. Two baseball teams -- the Washington Nationals and the Oakland A's -- currently use the Tickets@Phone service to offer mobile ticketing as one of their delivery options.
The greatest advantage of mobile ticketing is convenience. If you have a WAP-enabled phone, you can buy the tickets from your phone, store them on your phone and swipe your phone at the event. There's no waiting in line at the movies or the game, not even to pick up your pre-ordered ticket at will call. Just walk straight to the gate.
Mobile ticketing can also help increase revenue for concert promoters and ticket vendors. They can sell tickets right up to the minute that an event starts, because delivery to your phone is instantaneous. They can even take advantage of "no-shows," selling unclaimed tickets at the last second to people who are waiting for seats.
Mobile ticketing reduces processing costs on both sides. The vendor doesn't pay for printing and delivery fees, and neither does the customer. Plus, less paper is better for the environment.
Mobile tickets are harder to scalp than paper tickets, and extra security measures can be added to make fraud or theft nearly impossible. The ticket can be "locked" to the customer's cell phone, so the message can't be forwarded. The customer's name and even photo can be added to the ticket for confirmation at the door.
Even if a mobile ticket is lost or the text message is accidentally deleted, it's easy for the vendor to cancel the old ticket and resend a replacement.
For now, mobile ticketing is just getting started, but it promises to be an exciting new convenience for cell phone users everywhere.
Read on to learn even more about mobile ticketing and the technology that makes it work.
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