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Apple's Passbook has proven to be an instant hit with Major League Baseball fans, Bob Bowman, CEO of MLB Advance Media, tells "MarketWatch" (http://macte.ch/dj1P6). 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."
Passbook makes it easy for consumers to organize, manage and retrieve local coupons, loyalty cards, and other money-saving information from one place. It was introduced with iOS 6.