The Miami Heat app.

The Miami Heat were one game away from making the National Basketball Association (NBA) playoffs last spring and ushering in the era of mobile-only ticketing for entry into AmericanAirlines Arena, Miami. But by falling short of the postseason, it gave the Heat six additional months to educate its fans—with one of the largest season-ticket holder bases in the league—on what comes with the first preseason game on Oct. 1: mobile-only ticketing.

“We w...

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