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Live Nation builds mobile efforts with Android ticketing app

July 12, 2012

The Live Nation Android app

Live Nation is ramping up its mobile commerce presence with an Android application that lets consumers buy concert and event tickets wherever they are.

In addition to the Android app, Live Nation also has an iPhone app. To promote the new app, Live Nation is also running a mobile sweepstakes.

“This user base continues to grow approximately 12 to 15 percent month-over-month as our fans use our mobile products to access exclusive concert ticketing and concert information services,” said Creighton Burke, vice president of mobile strategy at Live Nation, Los Angeles.

“In addition, fans look to our mobile app products for promotional offers, exclusive mobile access to content, ticket offers and venue and artist information,” he said. “We continue to enhance our mobile app with functionality and programs such as custom geo-location, seating upgrades and auto-purchase per fan feedback and requests.”

Live Nation Entertainment is an entertainment company made up of Ticketmaster, Live Nation Concerts, Front Line Management Group and Live Nation Network.

Mobile music
Consumers can download the Android app for free from Google Play.

Users can access Live Nation and Ticketmaster concerts and local, independent shows via the app.

Consumers can search for tickets either by nearby or favorite events.

The app lets users fill in certain basic information such as number of tickets, price and seating location  to find tickets. In order to check-out, consumers must log-in with a or account or sign up for one.

Consumers have ten minutes to buy tickets. Each order is linked to a credit card from the account.

Live Nation’s Android app

In addition to buying tickets, users can also access their order history and view venue information.

To encourage users to buy tickets through Live Nation’s app, the company is running a sweepstakes that will reward two lucky consumers with free concert tickets for a year in the United States.

To participate in the sweepstakes, consumers must either download or upgrade the Live Nation iPhone or Android app before September 13. Once the app is downloaded, users must enable the location and push notifications feature to be notified if they have won the prize.

Push notifications are a great way to keep consumers coming back to an app and Live Nation is smart to use the feature to its advantage that can be used to build loyalty for the company and its consumers.

Ticket powerhouse
Live Nation is no newbie to mobile.

Live Nation’s iPhone app launched in 2010 as an additional way for consumers to buy tickets while on the go (see story).

Additionally, an executive speaking at ad:tech last year said that the company is consistently looking to add new enhancements to its mobile services as a way to drive revenue and ticket sales (see story).

Consumers are increasingly relying on their mobile devices to buy bigger-ticket items, especially ones that are time-sensitive such as concert tickets.

Therefore, entertainment companies such as Live Nation that traditionally are ecommerce-focused are clamoring to get a piece of the mobile commerce pie.

“Mobile continues to outpace growth verus all other areas of communication and connecting with consumers. Therefore, we’ll continue to grow our mobile platform and tools that consumers want and can use to access show, ticket, artist and venue information,” Mr. Burke said.

“The mobile space allows us to create unique and customized programs for our fans and artists and provides an easy access point for the ongoing growth of mobile commerce,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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