Dialogue Claims Payforit Ticketing First

David Murphy

Dialogue Communications and AEI Mobile have launched what they claim is the first mobile ticketing solution using UK mobile payment initiative Payforit. The solution  will enable party-goers to buy tickets to a London nightclub via their mobile phone using Payforit, and then receive the tickets via SMS.
Payforit is the cross-operator payment initiative that allows consumers to buy goods and services via their mobile phone up to the value of 10. Dialogue and AEI Mobile will be working together to provide a mobile ticketing solution for the Drum & Bass Arena event taking place at Scala Club in London on 15 August.
Tickets are on sale now, priced at 10 each. To buy one, text SCALA to the shortcode 81330, and in return you will receive a WAP link to Scala Clubs mobile Internet site, where the tickets are on sale via Payforit, and delivered to your phone via SMS. Anyone who wants to buy more than one ticket for the event can still do so via their mobile and pay via credit or debit card.
Dialogue was the first company to take Payforit live in January 2007, when it was used predominantly by mobile content providers to sell content via the mobile web. Now, almost18 months later, the Payforit system has been further developed, and with the recent increase of the maximum single transaction to 10, says Dialogue, it looks sets to become a popular payment mechanism for selling tickets via mobile. 
We believe this is the first time Payforit will be used to purchase event tickets, says
Dialogue UK Managing Director, Guiom Peersman. Dialogue has been involved in the development of Payforit from the very beginning, and this is yet another major step for the initiative. The mobile ticketing market has huge potential and is another key market growth area where Payforit can be a real value added solution.
Mobile ticketing is growing in popularity in the music and entertainment industry in particular. Earlier this year, research from Juniper estimated that over 2.6 billion mobile tickets will be delivered to just over 208 million 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 AEI Mobile Managing Director, Del Dias. Promoters can now promote events using outbound SMS messaging, and allow their customers to complete the transaction on their mobile phones.