服務主導之電子票券創新－－盈科泛利

An e-Ticketing Service Innovation based on the Service–Dominant Logic: The Case of Accuvally Inc.

一次糟糕的網路購票經驗，促成了羅子文和一群好友創立盈科泛利股份有限公司。雖然盈科泛利打算運用智慧型手機提供即購即得的購票經驗，但卻在服務設計和經營模式創新上面臨許多挑戰與策略性抉擇。經過反覆腦力激盪，盈科泛利以服務導向邏輯的觀點重新思考電子票券如何為消費者和商家創造價值。藉由Accupass®活動通平台，盈科泛利扮演提供售票、金流、驗票、活動現場管理到資料整合等配套的服務供應商角色，並鎖定中小型展演活動主辦者為初期的目標客戶，以活動通驗票App 滿足用戶查詢活動、買票、付款、取票到驗票等需求。儘管Accupass®服務獲得多項大獎的肯定，但如何在改善交易效率之外為消費者及商家共創價值，將是其永續經營不可迴避的挑戰。

The foundation of Accuvally Inc. was inspired by a terrible online ticket purchasing experience of its CEO, Benjamin Lo. While Accuvally has focused on offering streamlined mobile “on-the-go” ticket purchasing experiences, it encountered challenges in making strategic choices on service design and business model innovation. Through recurrent brainstorming sessions, Accuvally has set the goal to develop a service-dominant logic perspective that informs strategies for value creation for consumers as well as event organizers. Positioning itself as a service provider, Accuvally developed the Accupass® platform to provide e-ticketing services that have streamlined the whole process from ticket selling, payment, ticket validation, field management to data integration. Accuvally targeted small-to-medium art/culture/seminar event organizors as primary customers in its early stage. In addition, it developed the Accupass® App to allow quickly completing the tasks of event inquiry, ticket purchasing, payment, ticket delivery, and ticket validation. Although the innovation of Accupass® has won Accuvally a number of big awards, how to co-create value with consumers and event organizers, in addition to improving transaction efficiency, remains an unavoidable challenge for Accuvally to sustain and prosper in the long run.