That's insane! But that's how much friction there has been in the mobile experience." "One friend of mine got an alert from Songkick about three bands he liked all announcing shows, and he went to buy tickets to all three, but was so exhausted after the first transaction, he didn't buy any more. On mobile, there's a much higher expectation around mobile commerce for a smooth, integrated experience with as few taps as possible," he said. "On the web, it's quite common to bounce around different pages, from Songkick to another site to do the transaction for example. He's also steering clear of grand claims for the impact the new feature may have on larger competitors, preferring instead to talk about the more general effects of making mobile ticket-buying easier for music fans. That's something that could (and, indeed, should) make big, established ticketing companies like Ticketmaster prick up their ears, even if it's limited for now – Hogarth estimated that at launch, around 20% of gigs in London will be covered, for example. It's a big step for Songkick too: it's not using Apple's in-app purchases to tell the tickets, so it'll be the first time people store their credit card details with Songkick itself: a direct billing relationship with music fans. We believe that the number of people who buy tickets on mobile will go up dramatically when we integrate that into the mobile experience. "This is our big step towards evolving it. "The discovery layer of concertgoing is now dominantly mobile, but we've not really seen the transactions on mobile moving above 10%, because the user experience of buying tickets on mobile hasn't really evolved," Hogarth told The Guardian ahead of the launch. The big new feature is in-app ticketing, available in the UK only for now, with plans to expand worldwide in the future. Version 3.0 of Songkick's iPhone app, which launched today, is hoping to change that. If you use the app, you'll know why: tapping through to buy from one of the company's ticketing partners often throws you into an unoptimised-for-mobile website.
The problem that the company has been grappling with is that only a fifth of those mobile users ever buy tickets from their phone.
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