MLBAM said during the final two weeks of the regular season 1,500 people opted for ticket delivery via Apple's new Passbook mobile delivery system, with initial adoption rates far above company expectations. Apple created Passbook in its new iOS 6 mobile operating system as a central portal for users to store boarding passes, event tickets, brand loyalty programs and other similar materials, with relevant items automatically uploaded to iPhone and iPod Touch lock screens at the appropriate time and place using geolocation. The 1,500 ticket deliveries through Passbook represented 12% of the online ticket sales at MLB.com in that period for the Giants, Mets, Royals and Red Sox, the four clubs that initially offered mobile ticketing through Passbook. "The early adoption rates were fairly shocking and speaks to how quickly the technology has been accepted by fans," said MLBAM VP/Communications Matt Gould. Overall, MLBAM this season saw nearly 70% of MLB.com ticket purchasers choose some type of digital delivery as opposed to a traditional ticket stub, up from 45% in '11. The percentage is expected to grow to 90% next season. Meanwhile, a recent ranking by Business Insider found MLBAM to be the eighth most valuable private technology company in the world according to a recent ranking by Business Insider. The list placed a valuation of $3.1B on baseball's digital arm. Chinese e-commerce company Alibaba topped the list with an estimated value of $40B. Vox Media, parent of SB Nation, ranked 100th at $140M.
