The Market
At Swiftpass we believe that the potent combination of technological convergence and the existing relationship that consumers have with their mobile phone means that the next logical step in the evolution of behaviour will be the rapid uptake of transactional applications such as Swiftpass mobile ticketing and mobile couponing.
Everyone owns one
Using the UK as a snapshot of what is a global phenomenon, it is easy to see how the mobile phone is becoming the technological device that everyone owns. In 2005, unique mobile users now number more than 43 million - 82 per cent of the population. (Source Nielsen/NetRatings June 2005)
Globally, there are over two billion mobile phone subscribers, with one million new subscribers everyday (Source: Mobile World, 2005).
Everyone relies on one
A recent report stated that 78 per cent of mobile phone owners in the UK have their phone switched on and by their side every waking hour, and 60 per cent take them to bed! (Source: BBDO/MMA, 2005).
The means of delivery
Swiftpass mobile tickets and mobile coupons are sent via text message - a medium that all mobile phone users are already familiar with.
A record total of 3.3 billion messages were sent across UK GSM networks in December 2005; an average of 100 million per day (Source: World Wireless Forum). What's more, delivery of these messages has become faster and more reliable, with 90 per cent of text messages (SMS) being sent within ten seconds (Source:BBDO/MMA, 2005).
Convergence means consumer reliance
The convergence of technology, leading to the introduction of cameras, MP3 technology, radios and TVs has changed consumer perceptions of the device in their pocket and are migrating existing behaviours into the world of mobile telephony.
The behavioural changes in mobile usage are also generating an interest for new applications such as Swiftpass mobile ticketing and mobile couponing. If you can receive ringtones, wallpaper, games and music downloads safely and securely on your mobile phone, why not more practical, less entertainment-driven applications?
Swiftpass mobile tickets and mobile coupons are such applications. As consumers experience the convenience, reliability and flexibility of what we offer, so they will change their behaviour, and come to rely on their phone to deliver their transactional needs - demanding that the brands and companies who they interact with offer Swiftpass as an option.