Across the globe, sport has always attracted crowds and generated tremendous revenue streams, and venue owners have come to realise the need to streamline ticketing operations, heighten security and enhance the overall experience of their patrons. One way of achieving this is through smartcard technology.
An embedded micro chip that securely stores and processes data is what sets the smartcard apart from its bar-coded predecessors. However, what started out as a contact-only option has recently evolved into a hybrid that offers a card that functions on contact, but does not require it communicating with readers by radio signals.
One of the international stadia that has implemented this system is PSV Eindhoven, where card holders will not only gain swift access to the facility but will also be able to pay for souvenirs and snacks with the card, while scoring loyalty points as they spend.
The smartcards have been tested as parking access and for seasonal tickets only at the venue. These contactless cards allow fans to enter at about twice the speed of contact cards, according to Fortress GB, a UK-based company that implemented chip cards for the Manchester City Football Club.
Eindhoven currently makes use of the Mifare ProX chip, which has both contactless and contact interfaces, along with 16 KB of memory. This technology has been developed by Philips Semiconductors, which says these cards cost less than $5 before printing and personalisation.
Functionality and security seem to be the most sought-after aspects in terms of the usage of smartcards, and the Mifare ProX chip addresses these concerns. "Even the lower-end Milfare standard cards divide the chip's memory into 16 segments, each protected by its own secret code. That means one card can be used for loyalty programmes from different merchants, with each retailer controlling their own card segment," explains Roger Lilley, business development manager at Philips Semiconductors.
Turning his attention towards the 2010 Soccer World Cup, Lilley points out that smartcard technology can be used for ticketing, admission control and media accreditation. "An event of this scale demands security and stringent admission control that does not hamper the experience of fans by forcing them to queue for prolonged periods - contactless smartcards are the obvious choice."
In South Africa infrastructure shortfalls limit the adoption of smartcard technologies. According to Lilley there is a need to educate sports rights holders about the benefits of smartcards and highlight the fact that the technology is now much more affordable. "If these stakeholders do not want to employ smartcards now, they must realise that they might be forced to do so in future and consider a system that will allow changes to be made."
It does seem as if the technology is battling against traditional ticketing outlets. "Whatever the situation is now, however, the whole ticketing industry will change beyond all recognition in the future. The ultimate use of smartcards will be at large events, such as the Olympics or World Soccer Cup, where security could be addressed and ticket touts eliminated," concludes Lilley.
For more information contact Roger Lilley, Philips Semiconductors, 011 471 6000, [email protected]
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