Amplify: It might not happen this year, or even within this decade, but the barcode/ticket system will eventually be a relic of the past, replaced by a digital ticket that sits within a fan’s phone or on a wristband and helps promoters and event producers better identify who is in their building.
2 comments:
The article talks about tracking patron information through mobile ticket apps. This is a common trend across businesses. Google tracks your searches, some companies track your purchases and tailor their advertisements or other companies will sell your information. Even in a small SPT theatre that I worked as Box Office manager, we tried gathering as much information on patrons for the future capital campaign. Personal Information is becoming a new currency and this article reinforces this idea. One concern not brought up is the people who don't have a smartphone. This is becoming a smaller and smaller number but as of right now, generations older than baby boomers and right after didn't grow up smartphones, many haven't adapted yet. This is a major ticket-buying demographic that would be alienated. This program would have to be phased in slowly in order to effectively work. Another concern that isn't addressed is ticket scalpers. I guess since mobile apps can be updated frequently, it would be harder to have scalpers. However, if there is demand for scalped tickets then there will be scalping, maybe less but it can't be removed completely.
Technology and it ability to track and collect information is insane, and I never realized how beneficial that information can be for a company. I am kind of creeped out by how much personal information a company could gather about me just from an online purchase, although it does seem valid to know who actually uses the ticket to go to the event. However, if you want to buy tickets to an event as a surprise gift, how would that scenario be tracked with an online data system like the article describes (i.e. "an ID, date, signature, log, that’s tied to that seat")? I think it's an interesting strategy for Ticketmaster to combine forces with StubHub to tackle the resale market. I think it's a pretty accurate assumption that the resale ticket market is always going to be in demand, and if the ticketing system does completely digital, this kind of company collaboration will still allow that demand to be met.
Even though this article explains so many reasons for why eliminating hard copy tickets and the barcode is beneficial, it still makes me sad. I am a long time ticket stub collector, and have ticket stubs from all the shows I have ever seen ranging from my own high school's performance, to professional shows, to Broadway shows. I even have stubs from museum visit and historical sites going all the way back to 2008, all kept in a little booklet. The novelty of physical tickets is something that I love, and it makes me sad that it does not seem like it's a novelty that will continue far into the future.
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