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Ticketmaster and Live
Nation, collectively
known as Live Nation
Entertainment, invested
in a new facial recognition
company called Blink
Identity.
The resulting project could
make ticketing and the
concert experience more
seamless, but there are
privacy concerns.
Blink Identity’s live events
technology can identify
individuals in ‘half a second’
allowing a festival or venue
to use facial biometrics
as a customer walks at
full speed past its sensor.
The technology claims to
be able to handle over 60
people a minute.
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Ticketmaster has put facial recognition technology
in the spotlight, but what about privacy?
IAN TAYLOR,
Head of ticketing & data management at
bigdog Live
Facial recognition has been beaten by
anything from tortoiseshell glasses to
photos taped over a balloon. But, with
technology improving every day, such hacks
are becoming redundant. The fl ipside is that
hacks and tech from privacy advocates are
pushing back.
Add facial recognition to the ticketing
industry and things get interesting. It’s
certainly a positive that Ticketmaster
are seeking to invest in technology that
enhances ticketing – doubtless to also
ensure they retain control of inventory in
their biggest home market.
The technology presents two immediate
potential benefi ts – security and fraud
prevention. But this goes far beyond names
printed on a ticket coupled with photo ID; it
also goes far beyond the fi ngerprint touch ID
that everyone is now so familiar with. How
is this adapted to other markets (like the
UK) where there is more than one primary
ticketing channel, and less of a monopoly?
And how big a database do you need to build
in order to house this extra information?
Can it work? Yes, with enough investment.
But how will customers feel about it? They
need to trust that their image, their essence,
is secure and not misused. Most importantly,
the technology needs to work, not crash
and burn 30 minutes into the incoming of a
70,000-seat event.
I wouldn’t want that next Springsteen gig
ruined due to me wearing newer glasses.
SARAH BEALL,
Managing director, Forum Events
We refer to Linkedin profi le pics at our
own events to allow the team to fi nd each
attendee quickly.
I’m not sure our events would ever be big
enough or have the need for biometric facial
recognition for ticketing and attendance.
But, as our Forums and Summits are focused
around procurement, it would be great to be
able to identify emotions, buying trends and
would help with ROI.
I believe, overall, that this would be good
for the events industry. Hotels use facial
recognition from passports to recognise key
VIP clients.
With events it would help organisers and
improve security - which is, of course, a key
issue nowadays.
Exhibitions would thrive from exhibitors
recognising attendees walking around;
spotting name badges is not the easiest
thing to do.
With regards to how people feel about it, I
understand it can make people nervous. But
let’s face it (excuse the pun) it will happen,
especially as Apple has started the trend.
Forum Events is specialist organiser
of B2B ‘meet the buyer’ hosted events.
Its Forums and Summits cover a wide
variety of industry verticals, from facilities
management to care, from hotels to cyber
security.