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Communication strategy for selling of electronic tickets
 Kučera, Martin ; Halík, Jaroslav (advisor) ; Czechowski, René (referee)
This thesis discusses the electronic ticket market. Goals of the thesis are to provide an overview of the electronic ticket market, to conduct a survey aimed at this kind of market and to propose a communication strategy for a relevant company. In the first section the current state of a ticket and voucher mobile distribution application called Smart Ticked is described. This application is being developed by a start-up company that wants to make this application available on a global market. In the following section categories of the potential users of this application are identified as well as the value that this application might bring to its users. Current state of the relevant market and the alternative solutions are discussed in the thesis as well. This thesis also discusses the potential revenue streams, the key partners and communication channels that can foster market penetration of the application. For each target user group the potential benefits resulting from the use of the application are identified as well as the benefits for the Smart Ticket itself that might result from reaching the target user groups. Market survey aimed at the electronic ticket market was conducted as part of this thesis. 108 respondents completed the survey. The results showed that the method of a ticket in smartphone is not yet widespread, but the public responds to this idea positively. Communication channels that might be used to reach the target user groups or the potential partners are described in the next section. Besides this the author proposes a minor extension of the functionality provided by the application. Author also suggests a massive use of direct marketing and a web portal to support the communication activities. The portal is divided into two section. Content of the first section is created by the Smart Ticket vendor and it should promote the solution, inform about its features and provide guidelines for its use. It should contain for example case studies and user guides. Content of the second section is mainly created by the users. Those who organize some events or marketing campaigns can create a web site on the portal promoting their products or services. Features such as blogging or comments should be provided as well. Innovations suggested by the author are summarized in the concluding section of the thesis which also contains the recapitulation of the goals and how they were achieved.
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