We previously reported on AEG’s desire to shake up the ticketing industry with their AXG service, but now Ticketmaster is pushing back. The company has announced that they are launching a platform to allow users to digitally transfer any tickets to one another. Yeah, you know when you see that, “this ticket is non-transferable”, thing at the bottom? Well, they still won’t be transferable in that form, but online is a totally different deal! Via Billboard Biz:

Ticketmaster’s digital ticket transfer technology works with all ticket types, with purchasers able to transfer tickets “almost instantly” using Ticketmaster’s unique ability to reissue bar codes. Through the transfer process, the original barcode is invalidated and the recipient receives a digital ticket with a reissued barcode, enabling the seamless transfer of paper ticket to digital, print at home tickets to digital, etc.

Although, the “paperless” ticket option would not allow for this transference, in an effort to reduce scalping.

Transfer does not apply to paperless ticketing, which TM CEO Nathan Hubbard says 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%.”

A brave new world.

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