Mobile ticketing has become increasingly relevant in recent years. In a survey, 73% of respondents indicated that smartphones were the preferred mode of payment for transit fares. This technology, while still relatively new on the market, is proving crucial to increasing transit ridership and improving efficiency.
While public transportation agencies are just beginning to use this technology, the results they are already experiencing are remarkable. There is evidence that some transit agencies are already seeing close to 30% of their rail ticket purchases made via mobile devices. With mobile ticketing, public transportation can reach a new group of potential customers who might not otherwise utilize the system, as well as their current riders who want to ride more often.
Here are a few benefits that are associated with mobile ticketing.
- Ease of Access- The simplicity of mobile ticketing is its greatest strength. Each ticket can be found in one place, and there are no tickets or emails to print – the user only needs their smartphone. Mobile ticketing has a much simpler user interface than paper tickets.
- Environmentally friendly- Promoting paperless events helps venues show commitment to maintaining an environmental footprint.
- Increased Ridership- The most effective uses of technology are those that solve a real problem, therefore appealing to human emotions. Naturally, you feel more at ease choosing a method of transportation you are familiar with and have control over. Riders would have no uncertainty about their transit’s arrival if real-time tracking was available. Reducing this uncertainty will lead to a solution.
- Priority queuing- Venues can offer priority app lanes for customers who use mobile ticketing within the app. It should be easier to access the arena from this queue than regular lines.
- User incentives- Offering incentives to users can help venues encourage the adoption of mobile ticketing. If they have the ticket on their phone, there is access to a range of exclusive benefits, whether it’s priority queueing as mentioned above, or more elaborate campaigns involving app credits and rewards.
- Reduced Costs- Since mobile ticketing users purchase and maintain the fare collection equipment (the smartphone), the cost of collecting fares is lower. Reduced expenses can drive up profits, possibly counteracting any reductions in federal funding.
- Future-Proof- The technology landscape is always evolving. In just a decade, technology has transformed the way we communicate, receive information, make payments, and live our lives. With a mobile ticketing solution, public transportation agencies not only ensure their relevance to today’s smartphones, but also ensure their flexibility for the future.
The combined effect of all these benefits creates happier riders who do not need to switch to public transportation. In addition to helping the transit system better serve its riders, mobile ticketing will be useful in spreading the word to others about its simplicity. As a result, public transit systems generate more revenue, while keeping operating costs low.