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Thesis Presentation Case Study: Key Success F actors and Drivers in Implementing Mobile T icketing S olutions

Thesis Presentation Case Study: Key Success F actors and Drivers in Implementing Mobile T icketing S olutions. Sten Karlson. Introduction How mobile ticketing works Background Research process Research questions Research process Case context Results Value Chain Takeaways

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Thesis Presentation Case Study: Key Success F actors and Drivers in Implementing Mobile T icketing S olutions

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  1. Thesis PresentationCase Study: Key Success Factors and Drivers in Implementing Mobile Ticketing Solutions StenKarlson

  2. Introduction • How mobile ticketing works • Background • Research process • Research questions • Research process • Case context • Results • Value Chain • Takeaways • Further Research Agenda Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  3. Introduction Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  4. How Mobile Ticketing Works? Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  5. Helsinki Public Transportation Network launched first active solution in 2001 • Juniper Research esitmates it will be a 92$ billion business by 2013 • Despite big expectations has been slow to take off, no major breakthroughs since HKL solutions • Why? • Small studies done directly on researching active mobile ticketing solutions Background Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  6. Research process Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  7. How can successful mobile ticketing solutions be developed in the future Research Questions Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  8. Single-case exploratory case study • Start with literature study • 2 data-sources used • Qualitative interviews • Ticket sales log analysis • Qualitative interviews • 2 step process • 1st identify value chain • 2nd identify roles, benefits & challenges • Technology provider & ticket broker interviewed • Done in February-March 09 • Non-structured format • Ticket sales log analysis • Analysis of ratio of m-tickets to e-tickets sold over time for a specific event Resarch Process Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  9. Mobile ticketing solution active in Finland • Active since summer 2006 • Event based ticketing • Data log analysis on Festival that took place in Summer of 2009 • 5 people interviewed in total Case context Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  10. Results Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  11. 11 1,2 TechnologyProvider TicketBroker EventBroker 10 3 9 8 5 6 4 Service/Goods Consumer Monetary benefit Value Chain Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  12. Benefits Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  13. Clear advantage close to event date • Benefit for ticket broker / event organizer • Increased sales • Environmental • Convenient for consumer • Validation works well • Connectivity issues to consider • Design Right Patent Takeaways Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  14. Payment out of the question • Cost issues for ticket broker • Skepticism a challenge • Validation works well • Connectivity issues to consider • Design Right Patent • Validation works well • Paper tickets have emotional value • Mobile ticketing => complementary, not replacing Takeaways Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  15. Wrap-up Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  16. Deeper analysis on the ticket sales log analysis • Lots of data already exists • Current analysis shallow • CRM + Mobile ticket => feasibility study • To achieve more external validity => same kind of study but using different underlying technology. Further research Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

  17. Thank YouQuestions? Author: StenKarlson, Case Study: Key Success factors and challenges in implementing moibile ticketing solutions, TLT Supervisor: Prof. HeikkiHämmäinen

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