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Mobile ticket sales on the rise: Trinity MobileBy
Trinity Mobile reported a 45 percent increase in fiscal results for the first quarter of 2010. Growth was driven in large part by the rise in mobile ticketing adoption by British nightclubs and music festivals.
The company’s first-quarter of 2010 report shows that there was a massive uptake during the Christmas and New Year period that triggered new mobile ticket sales. Trinity reports that there was over $1 million pounds worth of club tickets went through its system on New Year’s Eve equating to a total of 75,000 tickets for one night across 70 clubs in Britain.
“Mobile ticketing is all about paperless tickets: no paper, no postage, no need to print at home, and no paper receipt to forget or to lose,” said Rob Clegg, cofounder and commercial director of Trinity Mobile, London. “It is instant in delivery and allows for last minute ticket sales and transfer of tickets very easily.
“Mobile ticketing is growing in popularity as people become more used to using their phones for things other than calling, texting or emailing,” he said. “The rise of the iPhone, Android and other mobile applications have helped drive mobile ticketing adoption as more become used to using their phone as a purchasing device.”
Trinity specializes in ticketing, loyalty, couponing and marketing via the mobile channel.
Trinity’s customer Nexum Leisure, a British nightclub has calculated that the average spend increases between 13 to 20 percent per customer when a mobile ticket is used.
Nexum has been using mobile ticketing for three years.
The company uses Trinity’s ticketing system, which lets it set up events, post the events live online and on mobile and start selling tickets.
“On the B2C side, the venues, events, nightclubs and music festivals promote in the same way they would promote any gig, event or music festival – via Web, print, radio and television,” Mr. Clegg said.
“The only difference is that the ticket for the event is sent directly to the purchaser’s mobile device instead of being sent as an email, paper ticket or a ticket that needs to be collected at will call.”
Trinity is preparing for another major surge in ticket sales over the two holiday weekends in May.
Several concerts recently used the company’s system including Eric Morillo, Eric Prydz and Paul Oakenfold, who performed in Gatecrasher, a British nightclub.
According to Gatecrasher, it sold more than 6,500 mobile tickets this past weekend.
“Mobile allows for instant delivery to each specific consumer,” Mr. Clegg said. “It is paperless so there are not printing or delivery issues, which makes it very environmentally friendly.
“It also virtually eliminates ticketing fraud, which is a big advantage for our B2B clients,” he said.
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