Mobile Ticketing & Coupons Strategies & Markets 2007-2011

Published by: Juniper Research Limited

Published: Mar. 1, 2008 - 147 Pages

Table of Contents

Glossary

Executive Summary

Introduction

Mobile Commerce Series

Sector Focus

Transport Operators Strategies & Markets

Sporting Event Owners Strategies & Markets

Entertainment & Event Organisers Strategies & Markets

Retailers Strategies & Markets

Handset Manufacturer Strategies & Markets

Market Projections

Mobile Operator Strategies & Markets

Figure ES1: All Mobile Phone Users (m) Regional Forecast 2007-2011

Table ES1: All Mobile Phone Users (m) Regional Forecast 2007-2011

Mobile Ticketing

i. Mobile Ticketing Traffic

Figure ES2: Total Number of Mobile Ticketing Transactions (m) per Annum: Regional

Forecast 2007-2011

ii. Mobile Ticketing Transaction Value

Figure ES3: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-2011

Table ES2: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-

2011

Figure ES4: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011 .25

Table ES3: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011

Conclusions

1. Mobile Ticketing

1.1 Introduction

1.2 Definition

1.3 Technology

1.3.1. Code (predominately Barcode)

Figure 1.1: One-Dimensional Barcode

Figure 1.2: Two-Dimensional Barcode (PDF417)

Figure 1.3: Two-Dimensional Barcode

Figure 1.4: Two-Dimensional Barcode (MaxiCode) (DataMatrix)

Figure 1.5: Two-Dimensional Barcode (QR Code)

i. Is it Reliable?

1.3.2. Contactless (RFID & NFC)

Figure 1.6: Oyster Card Using MIFARE Technology

i. NFC (Near Field Communications)

a. Uses

Figure 1.7: Uses of NFC

b. NFC Forum

c. Standards & Specification

Figure 1.8: Typical NFC Implementation

d. Security

e. Operating Modes

f. Emerging Technology

g. Where are the Handsets?

Figure 1.9: Samsung D500

Figure 1.10: Sagem m700X Contactless

Figure 1.11: Nokia 6131

h. Roadmap and Forecasts

Table 1.1: NFC Forum Roadmap

ii. RFID

a. FeliCa

- Standards & Specification

Figure 1.12: Sony FeliCa IC Card and Reader/Writer

- Security

Figure 1.13: Sony FeliCa Security Features

Figure 1.14: FeliCa Networks Platform Management

Figure 1.15: Uses of FeliCa

1.4 Mobile Ticketing Classification

1.4.1. Travel mTicketing

1.4.2. Sporting Events mTicketing

1.4.3. Entertainment & Events mTicketing

1.5 Drivers & Constraints

Figure 1.16: Mobile Tickets; Summary of Market Drivers & Constraints

1.5.1 Drivers

i. User Demand

ii. Cost Savings

iii. Increase in ARPU

iv. One-2-One Marketing

v. Enhanced Security

vi. Increase in Customer Retention for Mobile Operators - Lower Churn

vii. Queue Busting

viii. Environmental

ix. Last Minute Sales

x. Mobile Value Added Services (MVAS)

1.5.2 Constraints

i. Lack of Handsets

ii. Business Model Issues

iii. Support Issues - Who Owns the Customer?

iv. Revenue Sharing Issues

v. MMS Issues

vi. Mobile Barcode Reading Issues

vii. Operator Left Out in the Cold

1.6 Applications & Services

1.6.1 Transport Mobile Tickets

i. Air Travel Ticketing Applications & Services Examples

Figure 1.17: Mobile Boarding Pass Example

a. North America

b. Western Europe

c. Asia Pacific

d. Rest of Asia Pacific

ii. Rail Travel Ticketing Applications & Services Examples

a. North America

b. West Europe

Figure 1.18: The Nokia 6131 NFC Mobile Phone

c. Asia Pacific

iii. Bus and Coach Travel Ticketing Applications & Services Examples

a. West Europe

Figure 1.19: Citylink SMS mTicket

1.6.2 Sporting Events Mobile Tickets

i. Applications & Services Examples

a. North America

b. West Europe

1.6.3 Entertainment & Events Mobile Tickets

i. Applications & Services Examples

a. North America

Figure 1.20: The bCODE MediaHub 200 Multi-media Kiosk

b. West Europe

Figure 1.21: Digitick mTicket Barcode on a Mobile Phone

Figure 1.22: Olympique Marseille Ticketing Website

c. Rest of Asia Pacific

2. Mobile Ticketing Forecasts

2.1 Mobile Ticketing Users

Table 2.1: Mobile Phone Users (%) Who Use Mobile Ticketing: Regional Forecast 2007-

2011

Figure 2.1: Total Mobile Phone Users (m) Who Use Mobile Ticketing: Regional Forecast

2007-2011

Table 2.2: Total Mobile Phone Users (m) Who Use Mobile Ticketing: Regional Forecast

2007-2011

2.2 Mobile Ticketing Traffic

Figure 2.2: Average Number of Mobile Ticketing Transactions Made per Mobile Ticketing

User Per Annum: Regional Forecast 2007-2011

Table 2.3: Average Number of Mobile Ticketing Transactions Made per Mobile Ticketing

User per Annum: Regional Forecast 2007-2011

Figure 2.3: Total Number of Mobile Ticketing Transactions (m) per Annum: Regional

Forecast 2007-2011

Table 2.4: Total Number of Mobile Ticketing Transactions (m) per Annum: Regional

Forecast 2007-2011

2.3 Mobile Ticketing Transaction Value

Table 2.5: Average Mobile Ticketing Transaction Value ($): Regional Forecast 2007-2011.

Figure 2.4: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-2011

Table 2.6: Total Mobile Ticketing Transaction Value ($m): Regional Forecast 2007-2011

2.4 Transport Mobile Ticketing Forecasts

2.4.1 Transport Mobile Ticketing Users

Table 2.7: Mobile Phone Users (%) Who Use Transport Mobile Ticketing: Regional

Forecast 2007-2011

Figure 2.5: Total Mobile Phone Users (m) Who Use Transport Mobile Ticketing: Regional

Forecast 2007-2011

Table 2.8: Total Mobile Phone Users (m) Who Use Mobile Ticketing: Regional Forecast

2007-2011

2.4.2 Transport Mobile Ticketing Traffic

Figure 2.6: Average Number of Transport Mobile Ticketing Transactions Made per Mobile

Ticketing User per Annum: Regional Forecast 2007-2011

Table 2.9: Average Number of Transport Mobile Ticketing Transactions Made per Mobile

Ticketing User per Annum: Regional Forecast 2007-2011

Figure 2.7: Total Number of Transport Mobile Ticketing Transactions (m) per Annum:

Regional Forecast 2007-2011

Table 2.10: Total Number of Transport Mobile Ticketing Transactions (m) per Annum:

Regional Forecast 2007-2011

2.4.3 Transport Mobile Ticketing Value

Table 2.11: Average Transport Mobile Ticketing Transaction Value ($): Regional Forecast

2007-2011

Figure 2.8: Total Transport Mobile Ticketing Transaction ($m): Regional Forecast 2007-

2011

Table 2.12: Total Transport Mobile Ticketing Transaction ($m): Regional Forecast 2007-

2011

2.5 Sporting Events Mobile Ticketing Forecasts

2.5.1 Sporting Events Mobile Ticketing Users

Table 2.13: Mobile Phone Users (%) Who Use Sporting Events Mobile Ticketing: Regional

Forecast 2007- 2011

Figure 2.9: Total Mobile Phone Users (m) who use Sporting Events Mobile Ticketing:

Regional Forecast 2007-2011

Table 2.14: Total Mobile Phone Users (m) Who Use Sporting Events Mobile Ticketing:

Regional Forecast 2007-2011

2.5.2 Sporting Events Mobile Ticketing Traffic

Figure 2.10: Average Number of Sporting Events Mobile Ticketing Transactions Made per

Mobile Ticketing User per Annum: Regional Forecast 2007-2011

Table 2.15: Average Number of Sporting Events Mobile Ticketing Transactions made per

Mobile Ticketing user per annum: Regional Forecast 2007-2011

Figure 2.11: Total Number of Sporting Events Mobile Ticketing Transactions per Annum

(m): Regional Forecast 2007-2011

Table 2.16: Total Number of Sporting Events Mobile Ticketing Transactions (m) per

Annum: Regional Forecast 2007-2011

2.5.3 Sporting Events Mobile Ticketing Value

Table 2.17: Average Sporting Events Mobile Ticketing Transaction Value ($): Regional

Forecast 2007-2011

Figure 2.12: Total Sporting Events Mobile Ticketing Transaction ($m): Regional Forecast

2007-2011

Table 2.18: Total Sporting Events Ticketing Transaction ($m): Regional Forecast 2007-

2011

2.6. Entertainment & Events Mobile Ticketing Forecasts

2.6.1 Entertainment & Events Mobile Ticketing Users

Table 2.19: Mobile Phone Users (%) who use Entertainment & Events Mobile Ticketing:

Regional Forecast 2007-2011

Figure 2.13: Total Mobile Phone Users (m) Who Use Entertainment & Events Mobile

Ticketing: Regional Forecast 2007-2011

Table 2.20: Total Mobile Phone Users (m) Who Use Entertainment & Events Mobile

Ticketing: Regional Forecast 2007-2011

2.6.2 Entertainment & Events Mobile Ticketing Traffic

Figure 2.14: Average Number of Entertainment & Events Mobile Ticketing Transactions

made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011

Table 2.21: Average Number of Entertainment & Events Mobile Ticketing Transactions

Made per Mobile Ticketing User per Annum: Regional Forecast 2007-2011

Figure 2.15: Total Number of Entertainment & Events Mobile Ticketing Transactions (m)

per Annum: Regional Forecast 2007-2011

Table 2.22: Total Number of Entertainment & Events Mobile Ticketing Transactions (m)

per Annum: Regional Forecast 2007-2011

2.6.3 Entertainment and Sporting Events Mobile Ticketing Value

Table 2.23: Average Entertainment & Events Mobile Ticketing Transaction Value ($):

Regional Forecast 2007-2011

Figure 2.16: Total Entertainment & Events Mobile Ticketing Transaction ($m): Regional

Forecast 2007-2011

Table 2.24: Total Entertainment & Events Mobile Ticketing Transaction ($m): Regional

Forecast 2007-2011

3. Mobile Coupons & Forecasts

3.1 Introduction

3.2 Definition

3.3 Technology

3.4 Drivers & Constraints

Figure 3.1: Mobile Coupons; Summary of Market Drivers & Constraints

3.4.1 Drivers

i. User Demand

ii. Cost Savings

iii. Increase in ARPU

iv. One-2-One Marketing

v. Increase in Customer Retention for Mobile Operators - Lower Churn

vi. Environmental

vii. Higher Conversion Rates

viii. Mobile Value Added Services (MVAS)

ix. Reduced Fraud

3.4.2 Constraints

i. Participation of Retailers

ii. How to Manage the Coupon on the Phone?

iii. MMS Issues

iv. Mobile Barcode Reading Issues

v. Operator Left Out in the Cold

vi. Availability of NFC Handsets and Terminals

3.5 Application & Services

3.5.1 Applications & Services Examples

i. North America

Figure 3.2: Cellfire Website Showing Available Coupons

b. West Europe

c. Far East & China

3.6 Market Forecasts

3.6.1 Mobile Coupon Forecasts

i. Mobile Coupon Users

Table 3.1: Mobile Phone Users (%) Who Use Mobile Coupons: Regional Forecast 2007-

2011

Figure 3.3: Total Mobile Phone Users (m) Who Use Mobile Coupons: Regional Forecast

2007-2011

Table 3.2: Total Mobile Phone Users (m) Who Use Mobile Coupons: Regional Forecast

2007-2011

ii. Mobile Coupon Traffic

Figure 3.4: Average Number of Mobile Coupon Transactions Made per Mobile Coupon

User per Annum: Regional Forecast 2007-2011

Table 3.3: Average Number of Mobile Coupon Transactions made per Mobile Coupon

User per Annum: Regional Forecast 2007-2011

Figure 3.5: Total Number of Mobile Coupon Transactions (m) per Annum: Regional

Forecast 2007-2011

Table 3.4: Total Number of Mobile Coupon Transactions (m) per Annum: Regional

Forecast 2007-2011

iii. Mobile Coupon Transaction Value

Table 3.5: Average Mobile Coupon Transaction Value ($): Regional Forecast 2007-2011

Figure 3.6: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011

Table 3.6: Total Mobile Coupon Transaction Value ($m): Regional Forecast 2007-2011

4. Mobile Ticketing & Coupon Vendors

4.1 Introduction

4.2 Vendors

4.2.1 ActiveMedia

Figure 4.1: RAPOS Platform

Figure 4.2: ActiveMedia Technology Mobile Ticketing Lifecycle

4.2.2 bCODE

Figure 4.3: The bCODE MediaHub 200

4.2.3 Cellfire

Figure 4.4: Cellfire Mobile Coupon Process

4.2.4 Gavitec

i. EXIO

Figure 4.5: Gavitec EXIO Module

ii. MD-20

Figure 4.7: The Gavitec MD-20 OEM Code Reader

iii. Lavasphere

Figure 4.7: Gavitec Lavasphere Software Product

4.2.5 The Light Agency (Shop Scan Save)

4.2.6 Mobiqa

Figure 4.8: Mobiqa Mobile Ticket on a Mobile Phone

4.2.7 Parkmobile

4.2.8 Swiftpass

Figure 4.9: Mobile Ticketing at The Eden Project

5. Mobile Ticketing & Coupons: Strategies & Markets

5.1 Introduction

5.2 Transport Operators Strategies & Markets

5.2.1Introduction

i. Air Travel Strategy - IATA Simplifying the Business Programme

ii. The Market for Ticketing in Air Travel

iii. Rail Travel Strategy

iv. The Market for Ticketing in Rail Travel

5.3 Sporting Event Owners Strategies & Markets

5.3.1 Sporting Event Owners Strategy

5.3.2 The Market for Ticketing in Sporting Events

5.4 Entertainment & Event Organisers Strategies & Markets

5.4.1 Entertainment & Event Organisers Strategy

5.4.2 The Market for Ticketing in Entertainment & Events

5.5 Retailers Strategies & Markets

5.5.1 Retailers Strategy

5.5.2 The Market for Coupons with Retailers

5.6 Handset Manufacturer Strategies & Markets

5.7 Mobile Operator Strategies & Markets

5.7.1 Revenue Problems

i. Falling Voice Revenues

ii. Margin Squeeze

iii. Revenue Substitution & Cannibalisation Issues

iv. Increase in Data ARPU

5.7.2 Revenue Opportunities

i. How Do Operators Make Money Out of Mobile Ticketing and Mobile Coupons?

6. Standards & Forums

6.1 Introduction

6.1.1 Who is Doing What?

Table 6.1: Overview of Forum Activity

6.2 Association of Train Operating Companies (ATOC)

6.2.1 Members

6.3 ETSI

6.3.1 Members

6.4 The GSM Association

6.4.1 Members

6.5 International Air Travel Association (IATA)

6.5.1 Members

6.6 International Organisation for Standards (ISO)

6.6.1 Members

6.7 NFC Forum

6.7.1 Members

Abstract

This strategic report provides a thorough analysis of the mobile ticketing & coupon market and offers practical forecast data on user acceptance, transaction value and transactional traffic, for eight global regions. The report investigates the major drivers and constraints for the market and through extensive in-depth interviews with key player's, this strategic research report provides all members of the mobile ticketing & couponing ecosystem with vital recommendations in order for them to maximise revenues within this rapidly growing sector. Through 142 page of analysis, the report not only offers a detailed look into the dominant technologies, including barcodes, RFID & NFC but also conducts an in-depth investigation into a number of important applications and services within this sector around the world.

Key questions the report answers:

• What is the current and future market size for Mobile Ticketing & Coupons?
• What is the strategy for mobile network operators, ticketing/coupon issuers & new entrants?
• What are the main market drivers for mobile ticketing and coupons?
• What are the key technologies that are being adopted for mobile ticketing and coupons
• Is the paper ticket dead?
• Will NFC revolutionise the ticketing market?
• Who will be the winners and losers in the mobile ticketing and coupon market?
• Are retailers ready to adopt mobile coupons?

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