LOCOG Missed a Mobile Ticketing Trick

LOCOG (the London Organising Committee of the Olympic and Paralympic Games) has missed a trick by failing to provide a dedicated mobile ticketing presence in the form of a mobile-optimised ticketing website.So says Clare Grant, VP of Marketing Communications at Antenna Software. LOCOG does, in fact, have a mobile-optimised version of the London2012.com site, but as Antenna notes, the Ticketing website, tickets.london2012.com, is not mobile-friendly.

“With so many new tickets going on sale at last minute, often just a few hours before the game, LOCOG has really missed a trick by failing to provide a dedicated mobile ticketing presence,” says Grant. “With thousands of people still trying to get tickets, many will be relying on their phones to get the latest information and buy tickets on the go, but a large number will miss out without access to a mobile-optimised website.

“Even with fast 3G networks, hopefuls trying to get their hands on remaining tickets face long load times, and then have to navigate around a complex site with multiple checkboxes on a small screen. Even a tenth of a second can make a difference when trying to purchase tickets for some of the most sought-after sporting events, putting those people trying to get tickets through their phones at a significant disadvantage.”

Grant says that Olympic travel advice sites like www.getaheadofthegames.com should be praised for optimising their sites to make them easy to access on the go, adding that LOCOG’s failure to develop a dedicated mobile website is even more surprising considering that the event is sponsored by some of the world’s leading technology brands.

“With public frustration mounting following empty seats and unsold tickets, having a mobile presence could have helped save LOCOG from some of its ticketing woes, giving more people the opportunity to attend, regardless of whether they are accessing the site via a laptop, PC, Tablet, smartphone or old mobile device,” Grant concludes.