Mobile Ticketing: no cash, no tickets, no problem Paul Buchanan shares some of the trends impacting mobile ticketing as well as Australian case studies.

1. Mobile Ticketing:
no cash, no tickets, no problem
PAYPAL HEAD OF MOBILE
PAUL BUCHANAN
http://www.eventcinemas.com.au/PayPal-Pocket-Cinema

2. http://www.eventcinemas.com.au/PayPal-Pocket-Cinema
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3. “In the beginner’s mind
there are many possibilities,
but in the expert’s there are few.”
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4. FOUR MEGATRENDS ARE CHANGING COMMERCE
TICKETING BENEFITS FROM EACH OF THESE TRENDS
Place your image here,
instructions in Notes section

5. HOW PAYPAL WORKS: THE PAYPAL WALLET
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6. ENABLE YOUR CUSTOMERS
TO SHOP AS THEY WISH
Deliver an easy experience across all devices & channels.
SOCIAL
WEB
TABLET
A multi-channel approach
PHONE
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7. ITS NOT JUST TICKET SALES
TAKING ADVANTAGE OF MOBILE’S CAPABILITIES & UBIQUITY
PROMOTIONS
& COUPONS LOYALTY – FAN REWARDS
MOBILE SCANNING &
ECOMMERCE QUEUE MNGMNT
MERCHANDISE
PAYMENT
EVENT LOCATION VIDEO TEASERS -
ADVERTISING & MARKETING
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8. Mcommerce Australia:
• Highest smartphone adoption worldwide – 50% (ourmobileplanet.com IPSOS)
• Second highest iPhone penetration – 48% (IPSOS June 2011)
• 2 out of 3 phones now sold are smartphones (GFK – July 2011)
• 500,000 Unique visitors to mobile web/day (86% YoY growth) ( Nielsen – Jan 2012)
• Mobile shopping searches increased 220% YoY (Google - Jan 2012)
• 25% of 2011 Xmas related shopping searches on mobile (Google - Jan 2012)
• 26% purchased on a smart phone. 56% have used PayPal . 49% have used credit card
By 2014, the mobile phone will be the principle means of accessing the internet (Morgan Stanley)
NB: Google say 2013
• 24% of AU PayPal 4.3M+ users have transacted on mobile. (Jan 2011: 9%)
• Mobile payment volumes grew 5X in 2011 in AU. From $42M in 2010 to $240M
• 2012 AU forecast is half a $billion+
• Globally from $4B in 2011 to $7B in 2012
• Over 4500 PayPal merchants have accepted their first mobile payment since March 2011
• Share of mobile devices visiting a PayPal product:
58% are using an iPhone
28% are using an iPad
4.2% are using Samsung Galaxy S2 or S
1.4% are using iPod touch (PayPal – Jan 2012)

9. TICKETING AND E-COMMERCE
o Ticketing is Australia’s biggest online retail category (Forrester, 2011)
o $7.3 AUD billion spent online in 2010 (Forrester, 2011)
o Movie tickets are ranked in top items of bought using mobile
devices in 2010 (Over $9 mill) (mComm Secure Insight)
o Of the top ten items consumers intend to purchase if they are
available on mobile: tickets for airlines, movies and live concerts
and events ranked in top 5 (mComm Secure Insight 2011)
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10. Are You Mobile Optimised?
CASE STUDY:
BESTOFFERBUY.COM A/B test
BEFORE OPTIMISATION:
• Site difficult to view and navigate
• Text too small to read
• User needs to ‘pinch & scroll’ to find items
• Difficult to be accurate tapping links
Average Bounce Rate: 61%
Average Time on Site: 02:35mins
Average Page Visits: 3.13
AFTER OPTIMISATION:
• Better, more intuitive, navigation
• Easy to use search
• Bigger buttons and links
Average Bounce Rate: 7.41%
Average Time on Site: 04:48mins
Average Page Visits: 8.19
2/24/2012

11. MOBILE SHOPPING: ANYTIME, ANYWHERE
#1 reason for purchasing on mobile*
76% say: “convenience” THE MOBILE MINDSET
*Source: Nielsen M Commerce Secure Insights 2011
REASONS TO BE MOBILE:
“I’M LOCAL”
“I’M BORED”
“I’M COMMUTING”
“I’M MICRO-TASKING”
LIMITATIONS:
SCREEN-SIZE
DEXTERITY
TIME – MISSION FOCUSED
IMPACTS:
SEARCH TIME
NAVIGATION
Internet access from mobile device
peaks during transit and also at night
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12. MOBILE SHOPPING = HUGE OPPORTUNITY
YOUR LEAD ON THE WEB WONT MATTER!
PAYMENTS PLAY A CRITICAL ROLE
IN MOBILE
Security
Simplicity
Innovation
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13. MANY M-SITES & APPS HAVE
INEFFICIENT PAYMENT SOLUTIONS
Hilton Hotel Pizza Hut Macy’s
• Require credit card entry – so much data to enter!
• Redirect the user to Safari
• Making the user go online to create an account
• Disregard the limitations of the device & user – screensize, time
>60% transactions lost at point of check out
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14. TAP, TAP, DONE.
MINIMAL STEPS FOR EASIER SHOPPING
Quick & Easy Checkout Drives Higher Conversion: Shipping address
& payment information are already stored in the PayPal wallet
CHECKOUT LOGIN REVIEW DONE!
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15. EXAMPLES
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16. http://www.eventcinemas.com.au/P
ayPal-Pocket-Cinema

17. CASE STUDY: EVENT CINEMAS APP
AN END-TO-END MOBILE EXPERIENCE
Watch trailers. Choose movie Choose seat Checkout with PayPal
• Event is Australia’s largest
cinema chain
• PayPal marketing partnered
with Event to launch and
promote App via in cinema
trailer and online campaign
with half price tickets
• Event Cinemas continues to
re-invest in mobile as they see
it becoming the dominant
Ticket sent to mobile for presentation at cinema method of ticket buying
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18. MOBILE MARKETING
52% of US smartphone users decide what film to see based on mobile ads
Among the types of ads they engage with, respondents appear most intrigued by mobile video ads. And of those
intrigued by video, a large proportion have watched movie trailers on their device. Watching a video accounted for an
impressive 54% of the postclick campaign action for entertainment advertisers in October 2011. (source: Greystripe)
In UK/Germany/France, 77% of 18-34s use phone to pick a film to see
Digital Stats blog, 2/9/12
77% of people aged 18-34 decide which film to watch with their smartphone, according to research commissioned by
Odyssey Mobile Interaction. The study included iOS and Android users in the UK, Germany and France and found
that they use their devices to access trailers, find local cinemas and book tickets. Of that group, 36% use their device
for this on a weekly basis whilst 64% use it monthly. Consumers are also using the mobile devices in reaction to
traditional media with 53% using smartphones to follow up on TV ads and 42% following up on poster ads.
July 2011 data from Yahoo! and ad agency Razorfish revealed that while watching TV, 66% of US mobile device
owners multitasked on their laptop or desktop PC on a daily basis. In addition, 49% used their web-enabled
mobile phone daily when watching TV.
MOBILE – the most valuable tool from pre to post purchase
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19. MOSHTIX
15% OF TICKET
BUYERS NOW PRESENT
A MOBILE TICKET

20. MOSHTIX PARTNERSHIP – CASHLESS CONCERT
-$35 exclusive tickets to see UK rapper Tinie Tempah
-Tickets only available by mobile when paying via PayPal
-eDM to Moshtix base
- Posters and advertising featured QR code link to Moshtix
-Sold out show!

21. SHOWBIZ + PAYPAL PARTNERSHIP
eDM to opted in PP base
Banner advs on PP website
Print advs with QR code link
2 for 1 offer
Strong message to buy from mobile
All advertising has links to purchase
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22. SHOWBIZ AUST. – MOBILE TICKET BUYING EXPERIENCE
2. 4.
1. 3. 5.
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23. BEYOND TICKETING
www.yorder.it
www.yorder.it
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24. WHAT IS A GREAT MOBILE CHECKOUT FOR RETAILERS
AND CUSTOMERS?
Minimize data entry and scrolling
whenever possible:
• Allow shoppers to find what they need
with minimal clicks/scrolling
• Use expandable sections when possible
so most content fits on screen
Make sure links and buttons are large
enough to click on with small screens.
Use high quality graphics
Place ‘Checkout Button’ at top &
bottom of the screen
Page load 3-5 sec max
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25. BUILD THE BEST USER EXPERIENCE
Make checkout fast and easy –
leverage auto-populate
functionality when possible and
provide ‘progress bar’ at top.
Allow users to checkout as
guests (without lengthy login)
Automatically save the users
cart contents for return visits
Keep the design simple and
clean- it is not necessary to put
entire website offerings on a
mobile device
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26. Thank you!
Paul Buchanan
Head of Mobile
PayPal Australia
pbuchanan@paypal.com
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