Mobile marketing applications include delivery
as well. Some products (e.g., music, movies,
software) can be delivered to mobile devices
directly, and can be used via mobile device or
transferred to other devices. Major League Baseball
and Tickets.com have created a barcoded ticket that
fans can use instead of a paper ticket. Fans do not
have to wait in line to get tickets, and the electronic
version of the ticket delivered to their mobile
devices can be scanned at the gate. “Mobile delivery
and redemption can reduce the cost of ticketing by
as much as 80% compared to paper based tickets
and there are fraud reduction benefits as well,”
according to Active Media (Mobile Marketing
Magazine, 2006). All of these examples suggest that
mobile services can improve the consumer shopping
experience at the purchase stage by making the
product ordering, purchasing and payment more
convenient, potentially saving time and money