TM Launching Digital Transfer

The major criticism secondary ticketers have against digital ticketing is its poor capability to transfer the ticket between patrons. That criticism may have become moot.

Through a service launched by Ticketmaster, fans can transfer authentic tickets to other eventgoers at no cost through their TM accounts online.

“We are fanatical about making the ticket buying process more fan friendly,” Live Nation Entertainment CEO Michael Rapino said. “Our ticket transfer lets buyers transfer their tickets to others for free online and is the most trustworthy, fastest, easiest and environmentally conscious way ever introduced.”

During the process, a ticket’s original bar code is invalidated and the recipient receives a new digital ticket with a reissued barcode. Digital transfer via mobile devices is scheduled to roll out in late spring.

This isn’t TM’s first foray into ticket transfers. The company has offered TicketExchange for some time to help facilitate fan-to-fan transactions but the service includes fees.