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Five reasons why the future of events will revolve around mobile

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Purchasing

If our mobile phone is the hub of our digital life, can’t it be my event ticket too If Im buying my ticket through the event app we can streamline the purchasing funnel and minimise the friction thats usually encountered when buying products on the web from different web sites.

Apple Pay and Google Pay offer great opportunities to use the users existing payment credentials and immediately associate a purchased ticket with their account.

Then by adding this directly to Apples PassBook/Wallet (or providing this within the native app) the user only needs to present their phone for entry.

Platforms

The main platform holders (Google, Apple, Microsoft) are all trying to build integrated services that were more and more reliant on. Each of them also has a strong lock-in effect the more that we use services from the same provider, the more utility they can bring to other areas of our lives.

We can help users a lot by using integration hooks provided by the platforms to bring our data into the system as natively as possible.

At the moment on iOS this might mean that we support Continuity and Handoff whilst indexing the event programme using the platforms event indexing features.

Google Now offers exciting possibilities that almost every service should be able to take advantage of going forward; and Microsofts Cortana is moving rapidly into a similar space.

Given how much change weve seen in the last ten years, it’s exciting to look ahead and see where the event space will move to in the next ten. As nascent technologies begin to establish themselves and new ones come to the fore, it’s important that we keep exploring this fast-paced frontier of innovation.

Susie McFarland is the UK MD at digital agency Rockpool Digital

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