INTELLIGENT MOBILE TECHNOLOGY functions inside the grounds which are set to increase the user experience throughout the day. No longer will the mobile just be another object in your pocket, it will now be a gateway device to stadium garages, the grounds, food and drink services, a security pass and an interactive device throughout the day. After using the electronic ticket to access the grounds, users will be able to make purchases made within the stadium directly from their phone, find their seats more clearly with an interactive map, order food directly to their seats and beat the long half-time queues, locate the nearest toilet and emergency exit and interact with additional features within the stadium as a whole. By bringing a truly interactive experience to sporting fixtures, users can enjoy a better experience and also be rewarded by their sports team for their loyalty.
Teams will be able to reward their loyal fans directly through the app, and who does not love a loyalty reward scheme? Instead of collecting air miles on flights, loyal fans are rewarded with points that can be used for in-stadium purchases. The stadium management can incorporate a host of additional extras like a round of drinks for the next game, or premium offers such as last minute ticket discounts, VIP experiences and more to ensure brand loyalty is constantly incentivised amongst fans.
Specific push notifications can be enabled to keep fans up-to-date with the latest team information, helping to boost team loyalty. By increasing the users experience through loyalty and streamlined services and interaction within the stadium, users are also protected from fraudulent and overpriced value tickets.
By having electronic tickets verified on a mobile device through the authentic team application, ticket touts will no longer be able to resell tickets outside the stadium and online at highly inflated prices. Stadium organisers will also be able to tell who has purchased their
With stadium owners looking to increasingly utilise the latest technology and enhance user experience, mobile ticketing looks set to take off
tickets through the application, similar to airlines, and will be able to locate anybody with previous instances of disruptive or violent behaviour. Stadium managers can then take the appropriate action but can also employ the loyalty rewards scheme for good behaviour.
With electronic ticketing, users are guaranteed to keep their ticket on them at all times in the guise of their smartphone. Gone are the days when tickets fall out of coat pockets or get left in the pub before the game. Multiple ticket holders, for family or groups, will be able to transfer tickets to each other via the app or store them all for the specific game on the day, further helping to remove the stress of ensuring multiple paper tickets are kept safe.
While some fans are already migrating to electronic tickets, many will be hesitant to make the move through one reason or another. What happens when my smartphone runs out of battery? Will my ticket still work with a shattered screen? I am still using my Nokia 3510, will I be able to attend games? One of the more common arguments for paper tickets is the desire to retain the physical ticket as a keepsake to remember the game.
With the development of electronic tickets however, stadium organisers are able to integrate many additional features, one of which could be the issuance of memorabilia tickets that can be stored within the app. Alternatively, tickets could be sent out post-match to electronic ticket users who request a printed version, complete with the final score.
By reducing the need to print and mail tickets, organisers are saving huge sums of money on logistics that can in turn be funneled back into the stadium to further enhance the users experience and benefit the attendees as a whole. Additionally the reduction in paper consumed is having a positive environmental impact as well. As consumers and organisers become more conscious of their overall environmental impact, this is likely to be seen as a big factor in the shift from paper to electronic tickets.
With stadium managers always looking to make their fans sports day experience easier, yet still provide a high level of service, mobile ticketing and stadium apps are set to change things for the better. Reward points will bring a new level of engagement and make fans feel more valued and part of the overall team experience.
The increasing use of technology in stadiums, including smartphone access, is set to enrich the sports fans overall experience and guarantee them coming back for more.
Harm Radstaak is Vice President and Managing Director of Physical Access Control Solutions with HID Global
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