MLB sees impressive adoption of digital ticketing via Passbook in iOS 6

Wed, Oct 10, 2012


While some companies are trying in vain to hasten the proliferation of NFC enabled smartphones, Apple, per usual, has chosen to go its own route. Rather than release an NFC-equipped iPhone, the company instead introduced a new feature dubbed Passbook in iOS 6.

Passbook enables users to store tickets for various activities and events, from airline boarding passes to tickets for sporting matches. Essentially, Passbook provides a one-stop shop for any type of coupon or ticket a user might need.

Though iOS 6 is still relatively new, Major League Baseball wasted no time in giving it a test run and thus far they’ve been blown away by the results, noting that they’ve been “floored” at the number of fans who have used the Passbook service to redeem their tickets.

Speaking to MarketWatch, MLB Advance Media CEO Bob Bowman said that they tried out Passbook ticketing for four teams during the final two weeks of the season and that 1,500 ticket buyers chose to have their tickets delivered digitally via Passbook. All told, that amounts to 12% of ticket buyers, according to Bowman.

“That adoption rate really floored us — there is no question our fans want digital tickets,” Bowman said. “Fans can use the tickets, forward them to a friend, resell them, or even donate them to charity — and they never get lost or left at home.”

via Marketwatch


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