CellQ users use their phones to send a text message and join the virtual queue for whichever attraction they choose. While they wait for their turn, they’re free to move around the park, and then they are called back when it’s their turn to reach the head of the real queue.

The park can contact the users at any time to notify them of ride breakdowns, promotional offers, or to text the parents of lost children. CellQ can also be used for ticket sales.

The CellQ database retains records of users’ movements and activities in the park, generating a huge range of data; from queue times to the number of times users ride each attraction. And because the system stores users’ telephone numbers, they can be contacted directly at low cost about offers and promotions after they have left the park

At the Walibi trial, where CellQ was operated as ‘SMS Express’ and over 5,500 text messages were transmitted in three languages. Users surveyed about the system were positive: 98 per cent of respondents said that they would recommend CellQ to their friends and family, and 96 per cent reported that it was easy to use. Encouragingly for the park, 57 per cent of users revealed that they spent the time they saved from using CellQ in shops or restaurants.

As well as amusement parks, the technology can also be used almost anywhere else there’s a queue.

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