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Live Nation exec: Concertgoers are going to lead the charge in mobile commerceBy
NEW YORK – A Live Nation executive at the 2011 Mobile Marketing Forum said that its mobile application is helping solve a huge challenge in the music industry with an increasing number of consumers turning to their smartphones to buy tickets.
During the “Mobile Technology and the Live Music Experience” session, the executive discussed how technology has changed the live music experience and created new opportunities for artists, brands and consumers. Mobile ticketing is becoming a huge service, especially for on-the-go concertgoers.
“Thirty-percent of our fans said that they would buy tickets via our mobile app,” said Russell Wallach, president of Live Nation Network. “Users can browse, research and purchase tickets.
“The app is helping solve a huge challenge in our industry,” he said. “At the end of the day when we look at the 3 Cs – commerce, content and community – it’s about fan engagement and driving mobile revenue.
“Bottom line, mobile innovations are opening amazing opportunities to engage fans at live events.”
According to Mr. Wallach, commerce, content and community are the core elements of the mobile experience.
Additionally, the executive said that fans no longer have to be tethered to their PCs. Consumers can buy things whenever and wherever they are.
Before the show, consumers are able to research upcoming concerts and buy tickets via their mobile device.
During the show bands are able to engage with consumers whether through text, email or social networks such as Facebook and Twitter.
Live Nation saw that during a concert, 47 percent of fans text or email during the show, 66 percent take photos and 32 percent update their Facebook or Twitter accounts.
After a show, the company saw that 65 percent of users share their experiences on social media sites, 56 percent upload photos and 31 percent write reviews.
“This is where bands and fans are able to come together,” Mr. Wallach said. “The rise of mobile activity at the concert has been spear-headed by the fans.
“We’re seeing that the bands are taking advantage of this connectivity,” he said.
Additionally, brands have an opportunity to reach consumers.
Many brands are advertising on Live Nation to better reach consumers.
Coca-Cola is one of the company’s key advertisers.
“It’s all about how can we continue to innovate brands into these experiences,” Mr. Wallach said. “We discovered that the mobile experience is multidimensional.
“We believe that concertgoers are the perfect storm for mobile technology,” he said. “We’re looking forward to exploring future developments in the mobile space.”
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