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Cashless concert experience an app away?

5th June 2015

By: Schalk Burger

Creamer Media Senior Deputy Editor

  

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Ticketing service provider Ticketpro, a subsidiary of JSE-listed telecommunications major Blue Label Telecoms, is developing a mobile application (app) that will include its near-field communication (NFC) technologies and capabilities to deliver better and differentiated experiences for event goers.

NFC systems not only enable users to scan their NFC cards or bracelets, instead of using of tickets, but also allow for broader functionality, which is what Ticketpro aims to deploy to provide better real-time experiences, says Ticketpro head Brandon Duffield.

“Firstly, the NFC system means that event goers do not have to carry cash with them, as they can load tokens onto their NFC devices that they can then use to pay for goods and services at events. This provides convenience and improves safety.”

Duffield adds, however, that the company aims to use the functionalities of NFC in conjunction with mobile apps and online channel functionalities to provide a more extensive and personalised experience for users.

A key part of the system is the real-time capabilities it offers to vendors and promoters, allowing them to engage with users at events. For example, if a user has tasted a brand of chocolate more than once at a food show, then the vendor can set triggers in the system to offer the user discounts during the event, he explains.

Ticketpro has an extensive database of users that includes the preferences they select when they register. Similar to existing Ticketpro mobile apps, this database is used by the company to send promotions and coupons to interested users.

Further, Duffield explains that the NFC system can be used to provide users with additional benefits, such as taxi vouchers for users attending whiskey or beer festivals and to provide, for example, VIP offers or discounts to specific users.

Many events can also be linked to the app being developed, enabling users to use their NFC cards for multiple events.

The Ticketpro system, as a result of Blue Label Telecoms’ large footprint, caters for a wide range of users in South Africa, as they can buy tickets at point-of-sales devices at 13 500 retail stores and small trader shops.

These point-of-sales devices are part of Blue Label’s extensive partnerships with commercial banks and the devices will accept vouchers, SMS verification notices and digital vouchers, notes Duffield.

He explains that the broad reach of the system and personalisation of communications to users mean that any event can use the Ticketpro system to provide easy-to-use ticket sales channels.

Duffield encourages companies and events organisers to consult with Ticketpro to provide better services and experiences for event goers using NFC systems in order to retain clients.

“Our system is a win-win system, where smaller retailers boost their earnings from existing point-of-sales equipment, and events organisers can provide better services and value for users.

“Getting users excited is an effective way of drawing them to events, while providing convenience and a good experience helps to ensure their satisfaction and long-term support,” concludes Duffield.

Edited by Martin Zhuwakinyu
Creamer Media Senior Deputy Editor

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