On Thursday 12th April aka hosted the latest event in our thought-provoking series of breakfast seminars, Just the Ticket.

Just the Ticket was created for our clients and key contacts to update them on the future of ticketing. Through a selection of presentations from an expert line-up, we covered upcoming changes to the way tickets are sold and delivered, the technology that can and will alter the live entertainment ticketing landscape and insights into the evolving world of ticketing. There was certainly plenty of food for thought!

In case you weren’t able to join us, the full line-up of our industry-leading experts consisted of:

  • Zoie Gibson, Senior Promotions and Account Manager at Last Second Tickets (LST)
  • Paul Pike, Director at Intelligent Venue Solutions (IVS)
  • Amana Ahmad, Pricing Strategy Manager at InterContinental Hotels Group (IHG)
  • Roberto Abbondio, Head of Sales and Marketing UK and Ireland, Cathay Pacific
  • Rich Major, Managing Director, Ingresso Group Limited
  • Doug Smith, Vice President, Live Nation Ticketing

Each of these speakers presented on one of four main subject areas, namely, contactless technology, mobile technology, dynamic pricing and allocations. Some of the highlights included:

CONTACTLESS TECHNOLOGY

The Oyster Card revolutionised the London travel network and the same new technology could have the same effect on the way audiences experience live entertainment and the arts. Contactless  technology offers huge potential to understand and communicate with audiences more effectively and to sell additional product (like programmes, audio guides and drinks). By housing tickets on cards, phones (or even wristbands!) ticketing becomes more secure and harder for touts to resell.

MOBILE TECHNOLOGY

98% of texts received by consumers are opened within seven minutes of sending. Working with a partner, like O2 or Orange, we can take advantage of the data these mobile operators hold and constantly retarget consumers based on response rates; feeding content that’s relevant to consumers, then and there.

DYNAMIC PRICING

Revenue management helps us understand, influence and anticipate consumer behaviour – it’s all about the right product for the right customer at the right price at the right time. The challenge moving forward is to train the public to think and act differently; giving them the perception that they’re getting good value regardless of price.

ALLOCATIONS

Currently allocations are used to maximise profile and extend reach but engaging with multiple agents can lead to challenges with managing yield and an inability to price dynamically. By engaging new technology that enables different ticketing systems to interact with each other, we can have the best of both worlds, dynamically priced allocations!

All in all, it was a highly enjoyable event! For more information, please speak to your Account Manager or, alternatively, to our Head of Box Office and Ticketing, Richard Howle by email on richardhowle@akauk.com or by calling 020 7836 4747.


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