The London Eye is to trial run a ticketing system which will enable smartphone users to purchase admission and fast track tickets.
Lo-Q – the company that provides the virtual queuing systems to Legoland – will operate the system for twelve weeks.
From 1 December, mobile phone users with an internet connection will be able to bypass the ticket booths by purchasing via their handsets.
Lo-Q chief executive Tom Burnet said: “This is a fantastic and far-sighted project to be involved with and I am very pleased to see some of our most innovative technology being put to the test in this way.”