First m-ticketing application for payforIT

The first m-ticketing application using UK m-payment initiative payforIT has been launched by Dialogue and AEI Mobile. M-ticketing will enable party-goers to purchase tickets to a London nightclub via their mobile phone using payforIT, and to receive the tickets via SMS.

PayforIT is the cross-operator payment initiative that allows consumers to purchase goods and services via their mobile phone up to the value of £10 (MPW 110, 116). Dialogue and AEI Mobile will be working together to provide an m-ticketing solution for Drum & Bass Arena event taking place at Scala Club in London, tickets are on sale today for £10.

Guiom Peersman, Dialogue's UK MD explains: “We believe this is the first time payforIT will be used to purchase event tickets. People wishing to buy a ticket can text “Scala” to short code 81330 and in return will receive a WAP link to Scala Club's mobile internet site. From there tickets are available for purchase through the payforIT payment system and the ticket will be delivered directly to the buyer via SMS.”

M-ticketing is growing in popularity in the music and entertainment industry in particular. Earlier this year, new research from Juniper Research estimated that over 2.6bn m-tickets will be delivered to just over 208m mobile phone users by 2011.

"Mobile ticketing is a no-brainer for event organisers, a good proportion of which are already using SMS as the preferred marketing channel for events and functions," says Del Dias, MD, AEI Mobile. "Promoters can now promote events using outbound SMS messaging, and allow their customers to complete the transaction on their mobile phones.”