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On Bookmyshow’s Airtel Partnership

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  Ticketing company Bookmyshow.com will offer Airtel subscribers across India access to tickets for movies, concerts, events, plays and sport events via a mobile application, Bharti Airtel's on-deck WAP portal Airtel Live (http://live.airtelworld.com), and voice call at 54321-91, which gets redirected to the Bookmyshow call center for tele-booking. The price for telebooking isn't mentioned in the release, but customers are going to be in for a rude shock if they're charged standard voice portal rates (Rs. 6/min) for dialling 54321-91. But why does Bookmyshow need to partner with Airtel? Does the direct to consumer model not work for Mobile Ticketing? Partering with the mobile operator gives the company the opportunity to reach out to a larger customer base. Mobile ticketing has been piloted in the past - by PVR Cinemas and Fame Adlabs, but we really haven't heard of them after their launch; I don't think they've achieved any kind of scale. I had tried out the PVR application two years ago (it's been that long. One problem has been that PVR and Adlabs only launched the mobile app, which means only those with GPRS and those who know how to download, install and use an app use it. Frankly, apps are a dime a dozen, and perhaps there's room for a single app that aggregates all, or no app at all so that usage shifts to the Mobile Internet. I downloaded Bookmyshows application directly via their wap site m.bookmyshow.com, since Airtel's Mobile Office plan doesn't allow access to Airtel…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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