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Baseball Says Goodbye to the Ticket Stub

Thursday, May 15, 2014   (0 Comments)
New York Business Journal (03/31/14) Fischer, Ben

Experts say the 2014 baseball season will be a tipping point for paperless mobile tickets' mainstream penetration, which will have a major impact on vendors, consumers, and entrepreneurs. MLB Advanced Media CEO Bob Bowman predicts mobile usage will increase twofold from 2012 levels this year, comprising up to "20 to 30 percent" of all tickets. He notes this growth is driven by fans' demand for mobile paperless ticketing, which can be exploited by teams and leagues, giving them information to roll out customer loyalty programs, re-target previous buyers, and find new ways of ensuring against fraud. Late last fall, Major League Baseball's digital unit launched the new My Tickets Mobile feature within its AtBat app, for both season- and single-game ticket holders to manage tickets and enhance their game experience. The app can transfer just the tickets, or the tickets and built-up rewards, Bowman notes. Brokerages that support resale platforms expect the popularity of their service to increase as tickets migrate toward mobile. Meanwhile, price flexibility and market awareness in the final hours before a game represents the most interesting aspect of the mobile trend for entrepreneurs, as ticket prices often dive at that point. "If you can hold out, you're in a really good spot as a buyer," says GameTime CEO Brad Griffith.

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