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Festival organizers tap mobile ticketing to boost revenues, minimize fraud

Trinity Mobile is letting British festival organizers drive ticket sales through its mobile platform to ease the ticketing process and minimize fraud.

The company claims that its platform reduces the number of fake tickets presented on the day of the show. Events across Britain are using Trinity’s Easy Ticket technology to enable concertgoers to receive tickets on their mobile phones, and Trinity lets festival organizers make use of consumer data gathered from the ticket sales to promote future events to fans.

“A customer downloads our ticket software and then can set up, design, manage, measure and report on all aspects of their ticket campaign,” said Rob Clegg, cofounder and commercial director of Trinity, London. “The tickets are automatically generated when a consumer completes the purchase process from either a WAP site or a Web site.

“Both sites are rendered in the same look and feel as the promoter or event Web site and are directly accessible through these sites,” he said.

Founded in 2003, Trinity specializes in ticketing, loyalty, couponing and marketing via the mobile channel.

The company’s offering is currently being deployed by more than 100 of Europe’s retailers, airlines, rail and bus companies, and within the leisure and entertainment sector.

Mobile ticketing drives revenue
To participate in mobile ticketing, customers visits the promoter’s Web or WAP site, selects the event they want to attend, selects the number and type of tickets and then selects Pay Now.

Consumers then enter credit or debit card details if they are a new customer or their PIN and CV2 number if they are a registered customer.

The transaction is then verified and the tickets are issued. Ticket-buyers then attend the event with their mobile tickets, which are validated at the door by scanning their handsets.

Trinity Mobile will be involved in a variety of shows, including the Detonate Indoor Music Festival on May 2 at Rock City, Stealth and The Rescue Rooms in Nottingham.

The event is expected to attract more than 5,000 fans from all over Europe and the world, and is one of the biggest drum and bass concerts of the year.

Detonate Productions said that fans can buy tickets online or via mobile phone, and then receive their tickets directly on their handsets. Then they simply attend the gig, scan the ticket and enjoy themselves.

Trinity will also handle the ticketing process for other large festivals, including Nottingham University’s planned October 2010 festival, a major tented event expected to attract more than 10,000 people.

The company’s biggest festival to date was West Fest in 2009, a music event held at the Bath and West Show Grounds near Bath in Somerset.

Powered by Trinity, tickets were sold in advance through the organizer’s Web site and through individual outlets and other distributors.

Of the 12,500 tickets sold, more than 80 percent were mobile tickets that came through the Trinity system.

West Fest reported zero bogus tickets at the 2009 show via mobile handsets and said that all of its future shows will incorporate Trinity’s ticketing process.

More to come
Trinity’s next big mobile-ticketed event is the Sanctuary Festival during the 2010 August Bank Holiday weekend.

In some cases, mobile ticketing is the only option, in others it is a matter of selecting mobile tickets as delivery method. It is generally simply added as an option and people then start adopting it.

“Some clubs and festivals have promoted the mobile element directly, while others have just made it par to everyday life,” Mr. Clegg said. “It really varies and take-up success varies as well, but the two are not strictly linked.”

Trinity clients can use the mobile database for remarketing and customer relationship management.

“All data generated by the ticket sales is accessible to the promoter or venue for future promotional purposes through SMS, email or anything else,” Mr. Clegg said. “This is one of the most valuable elements, as SMS marketing can then occur on an ongoing basis to a clean verified mobile number of a consumer actually interested in the specific value proposition on offer.

“All clients tend to use this facility pretty quickly,” he said.