Need Ideas For This Weekend? Check Your Smartphone

Online Tickets

The future of event ticketing will be very different to what we know today. The way we discover new concerts or comedy shows, how we buy and sell tickets, and the type of events we can expect to see over the next or years will all change. Our attitudes towards mobile apps and technology will take the events and ticketing industry to a whole new level.

Naturally Spontaneous

People are sociable creatures. We like to be spontaneous and get involved in new and exciting things that our friends are doing. This behaviour is spurred on by our love of Facebook, Twitter, Foursquare, and other social networks. As digital natives, we live our lives publicly online. Smartphones and mobile apps make it even easier for us to share, connect and discover what each other is doing.

This spontaneous personality makes us more open to making short-term plans in the evenings and weekends. We have seen over the past few months an increase in people buying last minute tickets to events in the UK and abroad.

The Internet is a great way for people to buy and sell tickets on a peer-to-peer level. More commonly known as the secondary ticket market, these websites provide more choice and flexibility for the get-up-and-go generation than traditional ticket vendors. Buying from a secure online website also gives you the reassurance that tickets are genuine with no hidden costs that are often associated with ticketing touting by street vendors.

Mobile Advertising Become Personal

Event planners are using mobile applications such as Near Field Communication (NFC) and iBeacon to understand what we like to do in our free time. Based on data gathered from places that people have visited or checked into on Facebook or Foursquare, they can recommend similar events that match our individual interests and preferences, making it more targeted and relevant to the shopper.

For example, people who visit the London Wonderground at Southbank Centre may receive mobile notification of upcoming performances by Cirque du Soleil (which by the way are happening in Auckland and Chile in August and September).

QR Codes Replace Printed Tickets

These days, we are more likely to scan a QR code on our smartphone as our boarding pass when travelling by air than present a printed ticket. As this technology matures, we are likely to see more mobile QR codes being used for other event ticketing services too.

Good news is that we won’t then have to worry about losing or misplacing the printed tickets. It also means that there is a lower risk of buying fake tickets, as QR codes can be uniquely created to prevent counterfeit. In cases where people wish to resell their tickets, they can simply update the contact details to transfer ownership to the buyer. This makes tickets exchange on the secondary ticketing market even more convenient for both parties.

As digital wallets and apps such as Apple passbooks begin to take shape, we are likely to witness a surge in mobile ticketing over the coming year.

Popping Up In Your Neighbourhood

Pop-up shops and restaurants are the buzzwords these days and the trend is spreading into the entertainment industry. We have already seen the popularity of Secret Cinema and rooftop cinemas as a sign of our curious nature to discover and experience new things every day.

The power of social media and mobile ticketing will fuel a new range of events that will be more local, more personal, and more spontaneous. This gives us more reason to want to exchange event tickets, often on short notice, to meet our ever-changing social plans.

With major summer events such as the World Cup, Wimbledon and music festivals, we can expect to see the ticketing industry becoming more democratised through the rise of peer-to-peer ticket sales. Secondary ticketing websites are a secure and reliable way to help us manage our social lives. It gives us a greater variety of places to visit and things to do with friends and family, at a time and place that suits us.

Ander Michelena

Ander Michelena studied Business Management, at ICADE (graduating second in his class), and also at Marquette University. He gained more than three years of experience in investment banking at Morgan Stanley in London, specialising in mergers and acquisitions, IPOs and trading. In 2009, he resigned to form Ticketbis together with Jon Uriarte. He is currently CEO and co-founder of Ticketbis.