Olshan reports, “In fact, Passbook – which allows tickets and loyalty cards from a variety of outlets to be delivered to one iPhone app – proved to be an instant hit with fans, Bob Bowman, CEO of MLB Advance Media, tells MarketWatch. In its test run with four teams for the final two weeks of the season, 1,500 e-ticket buyers (12%) chose Passbook delivery. ‘That adoption rate really floored us – there is no question our fans want digital tickets,’ Bowman says. ‘Fans can use the tickets, forward them to a friend, resell them, or even donate them to charity – and they never get lost or left at home.’”
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