News - 13/02/2013

Ticketmaster to launch a digital ticket-transfer platform in the USA

Ticketmaster to launch a digital ticket-transfer platform in the USA

Ticketmaster announced the launch of a digital ticket-transfer platform for its North American tickets; with this service, buyers will be able to digitally transfer tickets to others at no cost, directly from their Ticketmaster accounts online.
The platform, which digitizes every ticket, also addresses issues like ticket counterfeiting and scalper fraud.

Purchasers will be able to transfer tickets "almost instantly", with Ticketmaster reissuing bar codes: during the transfer process, the original barcode is invalidated and the recipient receives a digital ticket with a reissued barcode.
This digital ticket transfer technology works with all ticket types, but it does not apply to paperless ticketing; according to the company's CEO Nathan Hubbard, it would "defeat the purpose" of paperless in its attempt to combat scalping. "While they are only .01% of the tickets we sell, artists can still select to paperless tickets in the traditional method where the ticket is tied to the purchasing credit card. As we have seen, this is a proven method curbing scalping, reduces scalping by 75%" he explained.

Digital transfer via mobile devices will be available directly within the Ticketmaster App this spring in time for the start of the summer concert season as part of a major reboot of Ticketmaster’s mobile platform.

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