The Very Important Person theory of ‘milking' the guest – offering special guest benefits to VIP paying individuals has seen an increase, but technology now makes it possible to expand the number of specialized services that offer a value-added benefit, establishing a personal relationship with the guest and so profile the experience (tailoring) to suit their needs which they would be prepared to pay additional for.
The ‘MuMa – Music Machine' and their ‘SMS Jukebox' offered the ability for a patron to use their mobile phone to text their selection on the facility's jukebox. This virtual jukebox offers a simplistic ‘select' – ‘text' – and ‘play' methodology, with a much wider ability to use Internet-based storage. The old style jukebox now placed in the palm of the guest's hand via their mobile phone.
The phrase "…have it your way", has been used by a popular fast-food burger chain, but the hospitality market is looking at realizing this slogan via technology. As previously covered the company Self-Service Kiosks and their ‘Xpress Order and Payment' system has boosted considerably Burger King restaurant chains utilization and servings with a vast rise in per capita revenue. Other automated serving systems such as Escapism Media's ‘The Escape Pod' touchscreen interface with client and servers mark a new way to maximize choice with specialize delivery. The uWink automated ‘uWink Table' experience provides the keystone of the revenue model and experience for their brand of site.
From automated serving, the personalized visitor entrance system is another aspect of development. Products such as ‘EXIO' developed by Gavitec offers a paperless ticketing system, creating a terminal allowing barcode images sent as a Multimedia Message Service (MMS) package that is displayed on the user mobile phone and can be read by special kiosks. Ticketing technology provider ts.com Ltd., teamed up with its partners Trinity Mobile and Gavitec to pilot the latest in SMS event ticketing for the Salford City Reds Rugby Club.
The use of mobile phone seems to be one of the growing routes to market, ‘CellQ' has been seen presented recently (a client of Stinger owner KWP) offers the ultimate package for venues with extensive queue lines and a need to maximize visitation and secondary spend. The cell phone and barcode wristband system allows the booking to ride venue attractions, reserving a space and time to ride and then rather than stand in the line utilizes venue amenities while waiting to take their slot informed via their phone, the first venue to test this site in Europe being Wallaby-Land. Another system that works on developing the possibilities of ticketing systems include the ‘Mobi-Ticket' system from PNC Media using radio transmission.
The need to appeal to the 250 million people that visit more than 50 international theme parks has seen greater park guest technology and utilizing the ubiquitous mobile phone carried by the visitor is a major trend – Companies such as Image Plus Digital and their ‘IPD' system sends pictures on rides sent to your mobile phone, one of the first venues utilizing this is Legoland Windsor in the UK.
From ticketing to e-money itself – the ‘EDY' system devised by Sony's breakaway operation has gained vast momentum in Asia, with development of the first European systems already starting to appear. SEGA have deployed their first facility that is wholly run by the Sony eMoney system. The first opened this month with the Tokyo based ‘G-Link Shibuya Dougenhill' store is located in the same retail district as the ‘Bee SHIBUYA' – SEGA's recreation facility. The G-Link facility using the RFID empowered payment system has all the major amusement machines running e-payment.
The dangers of improper activities at a Disney park highlighted embarrassingly for the corporation when mobile phone video of costume cast members cavorting in simulated sex acts was leaked across the internet during October. Disneyland Paris employees were in the centre of a major review by managers regarding improper behavior, but underlined the dangers inherent in large corporation.
News Story with thanks to Kevin Williams, please visit
www.thestingerreport.com for the full story and others.
