Solve mass problem with new Business Model
“Solving mass problems with a new business model arises from the genuine need to access service tickets – which traditionally required purchasing at ticket counters with limited operating hours. With FaceTicket, buyers can generate their own tickets anytime and anywhere, and enjoy the innovative feature of using their own facial image as an access credential, a behavior that aligns with today’s consumer trends.”
The term “FaceTicket” was defined by Professor Wannachai Wongtala of the Department of Media Arts and Media Design, Chiang Mai University. The author presents this in an academic style for those interested in media development in the Thailand 4.0 era.
FaceTicket is a web application developed by Professor Wannachai to address the challenges of ticketing for tourists in the eco-historical trial project for Chiang Mai’s urban rail transit, which was supported by Chiang Mai Social Enterprise. The project, colloquially known as “Rot Mom Chom Muang,” traditionally required tourists to purchase a ticket before boarding.
According to Wikipedia, a “ticket” is defined as a voucher that grants admission or participation in events or services – such as movie theaters, amusement parks, or tourist attractions – as well as for travel, for instance, airplane tickets, bus tickets, or train tickets. Typically, tickets involve a fee, though sometimes they may be free or serve as proof of booking. In essence, a ticket serves to verify the identity of its holder when accessing an event or service, with details that include basic information like who, what, where, and when (for example, ticket name, event location, time, date, month, year, ticket price, sales time, and sales location). The ticket’s function is fulfilled once the user’s identity is verified and their entitlement is completely exercised.
In the past, tickets were issued on paper, but have since evolved into electronic tickets (E-Tickets) for services in the digital age, utilizing network systems to reduce costs and eliminate various travel-related issues – whether those arise from the buyer or the seller – thereby providing a convenient, rapid, and modern service.
Typically, when an electronic ticket is booked through a website, the seller sends the ticket to the buyer’s email. The buyer can print this document to verify their identity upon entry, just as with a conventional ticket. For example, when booking an airline E-Ticket for domestic travel, the passenger only needs to present their national ID at check-in, as the purchase information is already recorded in the airline’s seat reservation system.
The process for purchasing a FaceTicket is as follows: First, the tourist or ticket buyer must have a mobile phone and a QR code reader app (widely available nowadays, for instance, the built-in reader in the Line app). Once the app is available, they scan the QR code provided by the project – which appears on brochures or advertisements – to access the web application. Next, they select the desired service date, specify the number of passengers, and upload or capture a personal photo (since only the person whose face is registered can board the vehicle). Then, they enter the email address to receive the ticket and verify the accuracy of the service date, email, and photo before proceeding to payment. In the final step, the FaceTicket image is sent to the buyer’s email, or alternatively, the ticket image can be captured on the spot to show the staff when boarding the “Rot Mom Chom Muang” bus, thereby completing the process.
It is evident that FaceTicket retains the core function of a ticketing system – serving as an intermediary to confirm the right to access transportation services – but it replaces paper tickets with facial recognition as the verification method. Interestingly, by eliminating paper, significant cost reductions are achieved, and an unexpected added benefit is that tourists can preserve a memorable photo of themselves with an attractive ticket frame. They can share these images to proudly show others that they have experienced the charm of Chiang Mai, perfectly matching the modern traveler’s desire for uniqueness.
FaceTicket is indeed a startup with a promising future. This can be seen from several aspects:
First: It solves mass problems with a new business model. FaceTicket was born out of the real need to overcome the pain of having to purchase tickets at fixed locations with limited sales hours. Instead, it allows buyers to generate their own tickets anytime and anywhere, incorporating the fun of using one’s own face as an access credential—a behavior that almost everyone who takes selfies can relate to.
Second: It employs technology and automation (using algorithms) to drive the system. FaceTicket has also expanded into service venues and tourist attractions that require tickets for entry, such as zoos (Chiang Mai Night Safari), botanical gardens (Royal Park Rajapruek), spas, and various concert events, by matching tourists with service providers using a point-accumulation system and promotional discounts (analyzed from transaction data).
Finally: FaceTicket is a scalable and duplicable platform that can expand without limits in terms of both buyers and electronic ticket providers, making it one of the most promising Thai startups in the Thailand 4.0 era.
– Assistant Professor Weerapan Janhom
