The recent issue of Billboard (July 15) features a full page article about the roll out of the newest trend in concert ticket sales, mobile ticketing or 'm-ticketing'. Through this system concertgoers can get tickets sent directly to their phone as a screen bar code which can be scanned at the venue entrance. Not only does this system cut out the paper waste and the cost of getting tickets sent through mail, but best of all it thwarts scalpers since it cannot be transferred from phone to phone.
"The mobile phone is without doubt the next step for us to create close relationships with our customers," Live Nation U.K. managing director Stuart Galbraith says. "The technology not only gives us the ability to access customers directly, they also don't have to wait for the mail or read their eamil to know they have their tickets."
The method has been tested in various European markets (in UK through a parnership between Ticketmaster, Nokia and Live Nation and in France by Vodaphone and marketing company Enpocket) and its most large scale use to date has been the O2 Wireless Festivall where ₤100,000 worth of m-tickets were sold within the first week of sales. However this summer's busy season will be the true test of m-tickets abilities, and Galbraith hopes that m-ticketing will soon be available in all 9 Live Nation venues throughout the UK.
I'll no doubt be keeping my eye out for more news about m-ticketing and am particularly interested to see whether its popularity will increase sales in backup cellphone power (for those last minute outages).
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