Concerts offer a unique opportunity to get close to your favourite artist, band or comedian. However, the cost, lengthy queues, and needing to act quickly to snap up a ticket as soon as it goes on sale, particularly if it’s a super famous celebrity, all contribute to making the process of getting your prized ticket far less enjoyable.

Happily, online marketplaces remove the need to camp out in bad weather, wait in long lines and having to take time off from work to get the best seats in the house, or indeed a seat at all! Now all you need to do is log into your account from your mobile phone, and you can purchase tickets with very little hassle indeed. Even compared to how things used to be when buying from desktop computer, with the advent of geolocation and push notifications with targeted suggestions, and that the tickets can be stored on your handheld device, it’s now even more convenient, faster and a more streamlined experience when you use your mobile phone to purchase tickets.

What makes this market super promising

Buying tickets online is the inevitable result of the increasing popularity of online purchasing as well as increased interest in concerts and other live events. The Harris Poll has found that people are now spending 70 percent more on activities than on things. The trend is even bigger with millennials, who share much of their lives on social media. According to the poll, 72 percent would rather spend money on activities like concerts than on purchasing clothes and other goods. While music fans have more opportunities than ever to listen to their favourite music, the concert experience is still a big draw. Going to a live show is a chance to get more connected to popular artists, as well as feel part of a larger community of like-minded fans. In a world where we spend so much time online, those live, never-to-be-reproduced experiences have taken on heightened value. Festivals have also been extremely popular, especially among millennials, reinforcing the attraction of not just seeing an artist but of participating in an experience. It’s no wonder that tickets for live concerts have been predicted to exceed the sales of albums by the two major record companies.

Online event purchasing platforms

Music has also become more global. Live Nation, using Ticketmaster as its online ticket-sales platform, dominates most international sales of major live events. In the past, musical acts had to limit where they performed, but with the advent of immediate, global access to new music, musical artists are going to places they’ve rarely, if at all, visited, with more frequency, including South America. In addition to providing more global access to performers, Live Nation envisions providing concertgoers with an even more seamless experience, where ticketing, admission, and even buying food will take place almost effortlessly.

Given all the ways that consumer behavior has changed because of technological innovation, it’s no surprise that online platforms for buying tickets have become vital for any event, no matter how small. Eventbrite, which started out mainly as a self-service site for small, often free, events, has grown so much that it’s become Ticketmaster’s major competitor. Eventbrite owes its popularity in part to its ability to harness social media tools, allowing for easy sharing through Facebook, LinkedIn, and Twitter.

Despite the growth of Eventbrite, a lot of opportunity still remains for online ticketing for medium and small events. In South America, poised to grow beyond its borders, Sympla, one of Movile’s invested companies, seeks to fill in some gaps left behind by these platforms. Sympla provides a simple, convenient platform for events of all kinds, including conferences, meetings, and workshops, in addition to concerts and small festivals. The app boasts an easy, do-it-yourself platform so individuals and groups can harness the power of these tools to market and sell tickets to more than 12 thousand simultaneous events, reaching a million tickets sold per month. While Live Nation and Eventin provide big-ticket concert experiences all over South America, there are fewer consumers in this region who are drawn to or are able to even afford these events. Sympla responds to these cultural differences, giving event organizers the ability to connect with their target audience.

The future of online ticket selling platforms

It’s clear that online ticket-sellers for big-name performers, major sporting events, and festivals have already taken hold and will only continue to become more innovative and global. As we can see with Eventbrite and Sympla, there remains a lot of opportunity for platforms to provide a way to connect with the public for small and medium local and regional events, too. With so many consumers hungry for experiences, these opportunities will see considerable growth.

Another side effect of the growth of ticketing platforms is the potential to introduce and integrate other apps and marketing opportunities. Consumers are always looking for ease and convenience, and the more integrated different apps and services are, the more opportunity there will be to tap into this market. This is a trend we’re seeing all over in mobile technology, such as we’ve developed in Rappido, and it will be no surprise if online ticketing applications embrace integration to allow for multiple services as well.

BTW: we are hiring!!! Check movile.com/jobs

Eduardo L. Henrique

 

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