Mobile ticketing and loyalty specialist ActiveMedia Technology has launched new mobile ticketing software which it claims could reduce the cost of implementing mobile ticketing by more than two thirds. The new barcode software is designed to encourage take up of mobile ticketing by dramatically reducing set-up and running costs, while simultaneously creating a highly-scalable, easy-to-deploy infrastructure.
The first customer for the software is Virgin Mobile, which used it at its recent V-Festival to run mobile customer loyalty promotions, offering VIP tickets. Virgin will also use the software at Virgin Mobile-sponsored Road to V gigs at select Carling Academy venues. Fans attending the gigs  will be encouraged to text the word Backstage to 26666 to gain VIP access to backstage areas. 
The unique, patent-pending, barcode ticket delivery, management and redemption platform delivers secure barcoded tickets to mobile phones which can be read by an off-the-shelf, hand held webcam, rather than by traditional costly bespoke terminals.  Once scanned, information from the barcode is passed from the webcam to a PC, handheld device or retail Epos system where it is authenticated by ActiveMedias RAPOS  (Redemption At Point Of Sale) software. Flytxt, Virgin Mobiles mobile marketing partner endorsed ActiveMedias hand held scanner solution as part of the overall mobile ticketing campaign. ActiveMedia will work with Flytxt, who will provide the delivery and mobile marketing technology to power the campaign.
This summer we are taking our commitment to providing customers with access to great music one step further says Virgin Mobile Sponsorship & Events Manager Rosie Newey. By offering them the chance to mingle with some of the hottest music talent around, we aim to strengthen our relationship with existing customers and built our appeal for new ones. The cost, flexibility and ease of deployment of ActiveMedias RAPOS  platform has been fundamental in helping us bring cutting edge promotions to festival goers across the country!
Mobile delivery and redemption can reduce the cost of ticketing by as much as 80% compared to paper based tickets adds ActiveMedia Managing Director, Ariya Priyasantha. There are obvious fraud reduction benefits too, as there is no middle-man to interfere with the delivery process The question is not so much if, but when, this technology will become mainstream. With such a low price point for such secure, proven technology that answer has to be very soon.