ActiveMedia Technology, a UK-registered company, has launched a new mobile ticketing software by the use of "unique, patent pending, bar code ticket delivery, management and redemption platform delivers secure barcoded tickets to mobile phones which can be read by off-the-shelf, hand held web cam, rather than traditional costly bespoke terminals".

How does it work? The barcode is scanned by a handheld device and the information is passed from the web cam to a PC, handheld device or retail Epos system where it is authenticated by ActiveMedia’s RAPOS (redemption at point of sale) software.

Ariya Priyasantha, Managing Director of ActiveMedia Technology, said that in comparison to paper tickets, the mobile delivery and redemption of tickets are less expensive and can actually reduce the cost of ticketing by as much as 80%. The customers will have high advantage as Priyasantha points out that "there are obvious fraud reduction benefits too as there is no middle man to interfere with the delivery process ".

Virgin Mobile will have the honor of putting this unique mobile barcode to test during the V-festival. By using ActiveMedia's RAPOS platform, music fans that attend Virgin Mobile sponsored 'Road to V' gigs at select Carling Academy venues will be encouraged to text the word 'Backstage' to 26666 to gain VIP access to backstage areas. This and other customer loyalty promotions and the offering of VIP tickets at the V-festival will prove just how reliable this mobile ticketing will be. V-festivals in both Essex and Staffordshire will also get to try this mobile ticketing as the first 250 Virgin Mobile customers at each festival to redeem their VIP mobile ticket will be allowed entry into the Virgin sponsored VIP lounge!

Other brands that have deployed ActiveMedia’s RAPOS technology include British Airways, Telef?a, Blockbuster, Vue, UGC, Odeon ad UCI. No more excuse for lost tickets!