When I teach intro to marketing I deal with the "product" element of the marketing mix. As a sub component of that we talk about packaging.
Don't get me wrong - my best ever sales job was seven years selling very expensive plastic bags - but packaging can include a whole bunch of other things. I'm tempted to suggest that etickets and electronic boarding passes, and sms reminders are packaging.
But they are probably more like support services. Lovelock's "Flower of Service" is a great way to break these things down and improve how clearly we see it.
But the overall message: to me this stuff is all marketing.