How Ticketmaster Uses User Data to Enhance the Overall Experience of a Customer
Oof! That’s even worse than I thought you’d say. All right, now rate the experience of the last non-ticket purchase you made — clothing or groceries, maybe a piece of furniture. Now, how would you rate that experience? Yeah, that sounds about right. Most markets these days are pretty transparent and predictable and sensible. But the ticket market?
Ticketmaster was able to charge high premiums and fees at every step of the buying process because their contracts excluded all competition. This system gave Ticketmaster all of the bargaining power over buyers because there was no primary ticketing alternative for those who wanted to attend the event. Ticketmaster’s reach was also not limited to the United States. Ticketmaster had a presence in all of North America as well as Australia and much of Europe. Ticketmaster was dominant in the marketplace but was not without weaknesses. Ticketmaster did not have a great reputation with many current and potential customers often very unclear how many additional charges and fees Ticketmaster would add before the transaction was complete. These charges included “convenience” charges, “building facility” charges, and even charges to print tickets at home. Customers became very discouraged when they eventually paid far more for a ticket than they had anticipated at the beginning of the purchase process.
the framework itself). Had we chosen Scala/Play it would have been much harder. Indeed, with the success of Vertx, our decision to standardise on the JVM as a platform and our embracing of the reactive approach, we have a couple of services being built using Scala and one using Scala/Play.