Mobile Attraction Reservation System

Nothing is more precious than time : Now, you can enjoy attractions without waiting

Universal Studios Japan® in Osaka, which opened in March 2001, is one of the most popular theme parks in Japan. To enjoy its high-tech attractions and family-friendly events featuring major movies, more than 8 million visitors come here a year.

These days, this figure is showing an upward tendency partly because of the strategy Universal Studios Japan® has taken. They are aiming to attract families as well as young people. However, it caused long waiting time on popular attractions.

To solve this problem, the park began to sell "Universal Express™ Pass Booklet" to make waiting time shorter. That pay booklet contained multiple tickets, with them visitors could take priority entrance through the Express Pass gates of designated attractions. Besides the sale at the ticket booth for that day, the park had started to sell the booklets via the internet. However, as it took time to mail them, people had to apply 12 days before their visits. Actually, it was not possible to appoint time to enter attractions. As a result, the number of users hit the ceiling.

Universal Studios Japan® considered some system with cutting edge IT, more convenient and easier to use for visitors, and making operation more efficient for the park. The solution NEC provided was "Universal Express™ Pass Mobile" utilizing mobile phones equipped with IC chips.

"Universal Express™ Pass Mobile" has made it possible for those who have mobile phones equipped with IC chips to make reservation and purchase tickets any time, anywhere via mobile handsets at the official website from 10 days before visit.
Then, only by holding the virtual tickets installed in mobile phones over the readers at the Express Pass gate, they can enter the appointed attractions smoothly.

Vernon Mcgugan Special Project Management Executive Officer & Senior Vice President USJ Co., Ltd. explains, "With Universal Express™ Pass Mobile we looked at many different types of systems, reservation type systems which there are many in the world. Ｂecause we were looking to use cell phone technology because let’s face it, most Japanese have cell phones nowadays, we want to be able to offer them the convenience of that. So NEC was able to develop that system, offer our guests the convenience. But also they developed it within five months for us so we were able to get it online very quickly as we came up with the idea."

"Universal Express™ Pass Mobile" is utilizing "Tokutoku Pocket", which is an application service platform NEC operates for Mobile FeliCa. With "Tokutoku Pocket", people can use their mobile phones equipped with IC chips as tickets, membership cards or coupons. Various enterprises are able to develop and start new services with NEC’s common platform. Membership service and distributing coupons at convenience stores or promotional campaigns in food restaurants are good examples.

Speaking of Universal Studio Japan’s case, they have become able to offer visitors higher level hospitality with "Universal Express™ Pass Mobile." By reserving popular attractions beforehand, guests can plan their activities conveniently. Now that waiting time is reduced, they can enjoy the park fully, trying more attractions and relaxing in restaurants.

Also, Universal Studios Japan® has succeeded to make complicated manual operations much more efficient and got a rise in profit in pursuit of guests’ convenience. Now, the park can grasp the exact data such as number of guests or what attractions are popular. By using the data, it has become possible to know to what extent the park would be crowded or where they should post staff. Besides, the park is applying that data resource for management.

"The future, the future of that could be in our merchandise and food areas to allow guests to purchase things by using their mobile phone versus cash or credit cards. Really looking at convenience for them" says Vernon Mcgugan with a smile.

With power of cutting edge IT, NEC will continue to help Universal Studios Japan® to make their progressive initiatives and realize their innovative ideas for visitors’ comfort and pleasant.

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