Predicting ticketing
Ian Taylor, head of ticketing and data management
at bigdog Live, talks to the ticketing industry
L
ive ticketing is often viewed as a dated system,
prone to failures that the media always regard
as an easy headline. Is it really that complicated
to re-invent and revolutionise live event ticketing so
that it works in a completely different and friction free
way; like that of media consumption, like how we pay
for our groceries and how we trust other companies to
store (and access?) our most cherished moments?
I asked several industry leaders how they see live
event ticketing, a decade on; forget 2018, what’s 2028
going to look like?
Pauline Fallowell - head of sales & audience insight
at London Theatre Company. She says: “Alexa, Siri
or whatever your AI of choice is, will be able to help
you find and access tickets based on the media you
consume. You seem to only watch Disney movies and
your birthday is coming up, so why don’t you treat
yourself to a ticket to The Lion King? Or that play
that you couldn’t find any cheap tickets for has ust
released some, so why not buy them now?”
“Alongside this, call centres will be replaced by bots
which will be able to instantly reply to all customer
service enquires and even give you an upgrade, or to
advise you to pre-order that interval drink as they
have that wine you really like. In
summary, everything will become
more personal and e cient,
targeted and effective.”
This was echoed by Jonathan
Brown, chief executive at STAR
(Society of Ticket Agents and
Retailers), who added that many
complaints still relate to little bits
of paper being sent around the
country far too close to the show.
“Often the aim of this is to try and
prevent fraud, but also sometimes
because things are done badly, or
because of mistrust. We need to
be better at this in 2028. By then,
technology should be helping to
address the issues we continue to
struggle with – market pricing and
resale being ust two of them. t’s
all down to control,” he says.
“We know how many
improvements can be achieved,
but they need to be put it into more
widespread practice”
He warns that delivering and
experiencing a live event involves
human contact in a way that isn’t a
part of the way we consume other
goods. “We’ll continue to get better
at technology that lubricates
processes to our advantage, but
don’t lose sight of the more visceral
needs of customers who are there
for an emotional, not a functional
experience.”
Dave Wakeman. the revenue
architect and principal at
Wakeman Consulting Group goes
deeper still, saying the future of
ticketing will be less about the
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technologies and more about a
return to the roots of why we need
tickets, to begin with.
“As our society continues to
adopt digital tools and technology
controls more of the day-to-day
processes of our lives, we are
going to continue to desire more
opportunities to connect with
people o ine. This is where our
entertainment will become a
bigger part of our lives,” he adds.
“For that reason, in 2028, we are
going to see a much more fle ible
ticketing landscape. The digital
tools we have available will make
going to events easier, safer, and,
hopefully, more engaging. Because
I think technology is going to
become better at doing some of the
menial things or expected things,
the next big stage in tickets will be
to do the unexpected.”
He goes on to say that digital
ticketing is easy and everywhere,
the unexpected will be about
providing a souvenir ticket that is
printed on stock with a beautiful
design that commemorates some
special event, evening, or show.
“The unexpected will be that
a lot more of the marketing is
relevant and personalised. I am
hopeful the changes are going
to make attending events better,
more personal, and, for people
involved in the business, more
profitable.”
The one thing that unites all
these views is the customer being
first and foremost, retaining
the personal while allowing
the technology to enhance (not
overtake) the experience. This
ensures surprise and delight but
will also be secure and personal.
Time as ever will tell. But we, at
bigdog Live, are certainly on the
same page. And if the industry is
collectively on the same page, why
not make this happen in five years,
not ten?
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