The other day I rocked up to Greater Union on George street with some friends to catch a movie. Forgetting it was “tight-ass Tuesday” there was a long line, so I thought “I’ll jump into OneTap Movies and see if I can buy tickets” – then I could jump the queue using their pre-purchased tickets line.
OneTap Movies is an iPhone application that uses GPS to find the nearest cinema, and then allows you to browse the movies and times for that cinema. You can even preview some movies and see ratings.
It’s a great little app, but it’s missing the killer feature: you can’t buy tickets – as I found out that night. (Certainly this is the case for my local cinemas.)
So I thought “I have a fully working browser on my phone, I’ll have a crack at the Greater Union site”. I quietly hoped they had taken the initiative to develop an iPhone specific interface, but I wasn’t banking on it.
I got to the Greater Union site and waited for the ~500k worth of media to slooooowwwly stream down (the home page rates an F using YSlow). The site also uses tables, which meant that the key interface component didn’t display until the entire page had downloaded.
So we waited in line, and by the time we got to the desk the session we were after had sold out.
A couple of things struck me in considering this short, but sad, tale:
- If the Greater Union site used web standards more efficiently I probably would have been able to complete my purchase in a fraction of the time.
- Buying movie tickets is the ideal application for an iPhone or mobile specific site. Greater Union, and other cinema chains, should be seriously considering a more tightly focused mobile-oriented site for this purpose, ideally targeting devices like the iPhone (but not restricting it to only work on the iPhone).
- If Greater Union had a web-services API for purchasing tickets (with a revenue sharing model for extra incentive for third-party integrators), then I suspect OneTap would have full purchasing capabilities built-in. This would mean referral revenue for Greater Union from applications they don’t have to build, as well as a better user experience.
Such an approach fulfils a couple of the key principles I outlined in my recent CPA presentation:
- Leveraging the network: OneTap Movies includes user-generated ratings – but the personal utility (finding what’s on) is the primary focus of the app.
- APIs: providing an API would potentially expand Greater Union’s market significantly through third-party applications. (This also relates to the “because” effect.)
- Clip of sale: by revenue sharing Greater Union make more money, through increased referrals, while encouraging third-party developers to leverage the API.
- Embraces mobile and geo-targeting: two concepts I mentioned as playing a significant role in future online apps.
- User-centered, contextual design: mobile access to decide on movie attendance and purchasing tickets fits strongly with user motivations and wants.
So how about it Greater Union?