Catch Me If You Can

Using Mobile Devices

to Connect with

Customers

Ross Krewenka

Product Manager, Paciolan

Kate Green,

Sr. Manager of Fulfillment Strategy

and Account Management

StubHub

Rachel Bomeli

Ticket Office Manager

Fox Theatre Atlanta

Jamie Vosmeier

Director of Ticket Sales and Service

Fox Theatre Atlanta

Ross Krewenka

Product Manager, Paciolan

As of May 2013:

91% of American adults have a cell phone.

56% of American adults have a smartphone.

State of the Mobile

Market

Source: Pew Internet & American Life Project, “Pew Internet: Mobile”, 9/13

Image: graphics8.nytimes.com

As of May 2013:

56% of American adults have a smartphone.

28% Android

25% iPhone

4% Blackberry

State of the Mobile

Market

Source: Pew Internet & American Life Project, “Pew Internet: Mobile”, 9/13

Non-Smartphone

Android

iPhone

Blackberry

44% of cell owners have slept with their phone next to their bed

because they wanted to make sure they didn’t miss any calls,

text messages, or other updates during the night.

State of the Mobile

Market

Source: Pew Internet & American Life Project, “Pew Internet: Mobile”, 9/13

Image: cdn.slashgear.com

67% of cell owners find

themselves checking their

phone for messages, alerts, or

calls, even when they don’t

notice their phone ringing or

vibrating.

State of the Mobile

Market

Source: Pew Internet & American Life Project, “Pew Internet: Mobile”, 9/13

Image: http://blog.smartypig.com/wp-content/uploads/2012/02/iStock_000000747804XSmall.jpg

Mobile traffic grew to 31.7% of all online traffic, increasing

by 45% over 2012. Mobile sales exceeded 17% of total

online sales, which is an increase of 55.4% over last year.

State of the Mobile

Market

Source: IBM Digital Analytic Benchmark, “Cyber Monday Report 2013”, 12/13

Image: www.colocationamerica.com/picts/blog/cybermonday.jpeg

Smartphones Browse, Tablets Buy:

Smartphones drove 19.7% of all online traffic compared to tablets at 11.5%

percent, making it the browsing device of

choice.

When it comes to making the sale, tablets

drove 11.7% percent of all online sales,

more than double that of smartphones,

which accounted for 5.5%.

State of the Mobile

Market

Source: IBM Digital Analytic Benchmark, “Cyber Monday Report 2013”, 12/13

Image: ctmls.ctreal.com

Mobile Internet

State of the Mobile

Market

Source: gs.statcounter.com

0

10

20

30

40

50

60

70

80

90

100

Desktop

Mobile

86%

14%

85%

15%

79%

21%

UNC Mobile Transactions YOY

State of the Mobile

Market

Source: Paciolan, University of North Carolina

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

2011 2012 2013 2014

Mobile

Desktop

.42% 1.71% 2.11% 2.51%

UNC Mobile Transactions – Men’s Basketball On-Sale

State of the Mobile

Market

Source: Source: Paciolan, University of North Carolina

0

200

400

600

800

1000

1200

10.20.12 10.19.13

Mobile

Desktop

8.7%

7.8%

PSQ Mobile Transactions YOY

State of the Mobile

Market

Source: Paciolan, Playhouse Square

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

2011 2012 2013 2014

Mobile

Desktop

4%

6% 10%

½%

Wells Fargo Center Events

Mobile On-sale adoption

State of the Mobile

Market

Source: Paciolan, Wells Fargo Center

0

500

1000

1500

2000

2500

3000

3500

4000

4/15/2013 8/23/2013 9/20/2013 11/16/2013 12/9/2013

Mobile

Desktop

Rolling

Stones

8%

Justin

Timberlake

24%

Elton John

8%

Miley Cyrus

14%

Lady Gaga

14%

• Robust user experience.

• Performance.

• Can integrate with the

features of the device (ie

GPS, camera).

• Subject to approval by

the source of distribution

(iTunes, Google Play)

Leveraging Mobile

Technologies

Image: http://barnraisersllc.com/wp-content/uploads/2013/08/app-vs-mobile-web.png

• Device Agnostic.

• Cost Effective.

• Can be developed with

standard web development

tools.

• Internet connection

required.

Philadelphia Flyers leverage the best of both worlds.

Leveraging Mobile

Technologies

Responsive Design refers to a web

site that automatically adjusts to

the size of the screen of the

device that is accessing it.

• Rich user experience

• Easy to maintain

• One site fits all

Leveraging Mobile

Technologies

Source: Paciolan

Mobile Delivery

• 2D barcode

• Apple Passbook

Leveraging Mobile

Technologies

University of Maryland started

offering mobile delivery to

students in August 13.

• 53% of student tickets were

delivered via mobile delivery

• 37% Mobile PDF

16% Apple Passbook

Leveraging Mobile

Technologies

Source: Paciolan, University of Maryland

Kate Green,

Sr. Manager of Fulfillment Strategy

and Account Management

StubHub

Fans always come first

(mobile or not)

Dedicated to an end to end mobile experience

Committed to reducing purchase/sell friction

Create a complete event going experience

MOBILE VALUES

Mobile traffic peaked at 50% of total in 2013

Mobile transactions upwards of 25% of total

iOS accounts for 75% of traffic and 81% of transactions

Tablets make up 22% of mobile traffic but 46% of mobile transactions

MOBILE DATA POINTS

HELP THEM FIND WHAT

THEY’RE LOOKING FOR UK Festivals App price alerts Interactive seat maps

IT’S ABOUT THE JOURNEY

Photo Credit: photoblog.statesmen.com

LAST MINUTE PURCHASING

HERE TO STAY

iPhone app user: “Mobile barcode entry to venues would be amazing. Printing out tickets is convenient

but when you purchase last minute being able to just use your phone would be a life saver. I would

have purchased more last minute tickets if I had the time to print off tickets but I didn't.”

Mobile entry ranks in the top 3 most requested mobile features*

1 in 5 smartphone/tablet users say mobile entry would be extremely influential when selecting a ticket source**

Buyers that highly value the ability to purchase via mobile also strongly value mobile entry**

MOBILE TICKETING IS

IMPORTANT TO CONSUMERS

P R E S E N T E R S

*Source: StubHub Mobile Market Landscape & Feature Test

**Source: August Brand Tracker Study; Audience: Online Ticket Buyers in the US

STUBHUB’S PATH TO

MOBILE TICKETS

Began development in 2011 released MOT in 2012

Coincided with the

release of Apple

Passbook

4 original participants

(UNC, Texas, Purdue,

Tennessee)

Limited adoption in

year 1 due to lack of

marketing

MLB/AEG Venues

participated in 2013

CURRENT SH MOBILE

TICKETING LANDSCAPE

Next Steps Expanding the breadth of mobile

entry participation

Setting ourselves up to integrate with all different wallet types

Continue to optimize the purchase to entry experience

Strengthen focus on venue entry to venue exit experience

Challenges Connectivity

Scalability

Competing with the at home experience

WHAT’S NEXT??

Rachel Bomeli

Ticket Office Manager

Fox Theatre Atlanta

Jamie Vosmeier

Director of Ticket Sales and Service

Fox Theatre Atlanta

What is Mobile for The Fox ?

Why did the Fox choose to implement Mobile?

How is the Fox using Mobile?

Since JAN 1, 2013 TO DATE: 16,369

Tickets SOLD via a mobile device, for

$1,177,807.43 in revenue

Discussion Questions

What are some of the challenges you have

faced when trying to implement a mobile

solution?

What type of mobile solution has had the

greatest impact on your business?

What type of mobile solutions are you planning

to implement in the future?

Questions?