Ticketmaster has unveiled a Google Instant App demo which could simplify seat-selection and payment for smartphone users.
The Instant App, which was previewed at a Google event in California, would allow consumers to use part of a mobile app without having to download it in full, thus saving time and sparing the need to clog up phones with further apps.
The demo was developed for the Google I/O conference and is not yet available to the general public.
Once an event has been selected, users can choose seats in the venue and check out with Android Pay. They can also share details with friends, who are able to open links in the Instant App even if they do not have the full Ticketmaster mobile platform.
The number of steps per transaction is therefore cut, which is an advantage for both shoppers and operators according to Jeff Kelsey, lead engineer at Ticketmaster.
“For a user sharing tickets they are interested in purchasing with friends, or a set of seats they are attempting to resell, the purchase flow is much simpler,” said Kelsey.
“We hope to add additional capabilities to the Instant App in the future, but for now it is laser-focused on the seat selection and purchase of ticket.
“Instant Apps is ideal for e-commerce applications where any friction can reduce conversion rate.”
The Instant App is not yet live for consumers and Ticketmaster did not give details of a full roll-out.
It took around six weeks to develop, and Kelsey believes it is illustrative of Ticketmaster’s determination to be at the cutting edge of mobile technology.
He said: “We always want our engineers to be on top of the latest mobile technologies so that we can make good decisions on our future road maps as well as attract the best engineering talent.”
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