Competitive

Analysis for online movie ticket booking space

1) Competitor: BookMyShow will take the spot as the top competitor as they’ve b een
operating in this space since 2007 using web technologies and now have moved on to
the mobile space as well. Their Parent company is BigTree entertainment. It does
15 million+ tickets in a month and

2) Background Analysis:
“BMS” w as started by three alumini from the S ydenham Institute of M anagement. It set
out to bring online booking of movies to the Indian space and was launched in 2007. It
further evolved and brought sports, events, plays, etc. for online booking.
a. Goals and Missions: BMS started with bringing about online booking of movie
tickets to the Indian audience and has gradually expanded into other ticketing
ventures such as Sports, Music, Plays and other type of events. Today BMS is the
biggest player in this space in India and aims to continue to do the same. This can
be backed with all the acquisitions BMS has m ade such as Burrp, Nfusion, TicketGreen,
Eventifier, Fantain Sports, etc. BMS has also entered into International M arkets
including UAE, New Zealand, Indonesia and B angladesh.
BMS plans to become the penultimate entertainment ecosystem.
b. Strategies: Taking advantage of the Indian space being void of a mass online
ticketing platform, BMS jumped in the space at the right time when
smartphones were growing and Internet availability was increasing across India.
BMS later produced smartphone applications on iOS and Android to further
capture the market. Technologies coupled with capturing ticketing segments
other than movies has led BMS to its grand success.
c. Finances: BMS has received multiple rounds o f investments from big players such
as Stripes Group, Network18, Accel Partners and Saif Partners.
Today, BMS is valued at close to $1bn.
d. Products: BMS brings booking, news and information of Events, Experiences,
movies, Plays and Sports via its w ebsite and it’s M obile Applications. BMS also
allows a customer to maintain a BMS wallet which he/she can use to transact
within the BMS ecosystem.
e. Markets: Currently B MS operates in Events, Experiences, M ovies, P lays and
Sports space.
f. Employees: BMS has over 1000 employees at present.









3) Business Model Analysis:
a. Revenue Models:
i) Convenience Fee Charged: This accounts for 85% of BMS’s revenue.
ii) Turnkey Solutions for Events & Sports: Accounting for 10% of
BMS’s revenue. Providing classifieds for tickets and others.
iii) Software: B MS w as in ticketing software (Vista) before B MS w as launched.
This still accounts for 5% of their revenue from the software solutions and
support provided.
b. Operational Locations: Currently India, UAE, New Zealand, Indonesia and Bangladesh
c. Target Market: Customers with an internet connection who need to book
tickets of entertainment in advance. Entertainment being one of the highest
grossing industries in India accounts for a huge market.
d. Inventory: No inventory per say, as m ost of the functions of the product are IT
related and hence in the cloud.
e. User Segments: User segment is broad as they could be teens or even elderly people
looking for quick and easy access to booking a ticket.

4) Strengths and W eaknesses:
a. Strong Points: Established Systems, Relations with Suppliers and a well known
brand name.
b. Pain Points: C annot target rural areas much as internet connections are
scarce. Has not covered all entertainment venues yet. UAE’s BMS doesn’t allow
users to book tickets and only gives information on shows and venues. iOS
version of the Application has low ratings.
c. Information: BMS maintains a very positive image amongst all users. This has in turn
allowed them to grow further and dominate the market.

5) Product Analysis and P erformance:
a. App Downloads: 10-50million on Android. Undisclosed for iOS.
b. App Rating: 4.3 on Android. 2.5 for current version & 3 overall on iOS
c. App Reviews: Fairly positive for Android. iOS version suffers from m any bugs, issues
and negative ratings. Currently stands at a 2.5.
d. Technology: Established and renown ticketing system online and mobile.
e. Functionality: Allows users to pick dates, seats, shows, movies, venues, etc. & get
news on latest events happening around the user.
f. Design: BMS has had major design revisions. The current web interface has a
magazine layout which m ay either seem accessible t o the user o r very
cluttered. Because of the magazine layout, there is an extra click involved to get
started with the booking process of a movie show.
g. New Features: After its recent acquisitions, BMS has a lot of content on events
happening. BMS has also started a MyWallet feature.

 h. User Experience: (This comment will be from an iOS perspective) I’m using a
iPhone 6S Plus and unfortunately there isn’t a a high resolution version for this
device. All icons and even the interface is unfortunately not so great as it looks
bloated up, big and very odd compared to other applications available on iOS. Still
however retains the functionality of BMS.


6) Predict Future Initiatives: W ith all the recent m oves BMS has been taking, it seems like
they w ant to get the entertainment m arket apart from M ovies, Sports and M usic events.
This could include m eetups, food shows, exhibitions, local and irregular events within
cities. They’ve already captured most of the market for movie tickets, they ideally
want to get into other entertainment events and dominate bookings of the entire
entertainment sector.


Source:

1. Appstore and Playstore
2. Owler
3. BookMyShow website
4. BookMyShow funding possibility