Price Transparency is a Consumer Right … Surely
28 December, 2009 at 12:06 pm Tim Roberts ARTS Australia Leave a comment
I am afraid that do not share Ticketmaster’s enthusiasm for its newest innovation the “total view pricing tool“.
Providing a summary of all the additional charges and fees charged by an agent on top of the event price is a good thing. But, it should not be seen as a new or unique enhancement to the “fan’s ticket buying experience”. It is a basic consumer right in all other industries, why not ticketing?
Increased transparency of pricing is a good thing, but it should be seen for what it is – increased accountability being imposed upon agents like Ticketmaster as a result of competition and the resultant threat of regulation.
It is not purely semantics, Ticketmaster and other ticketing agencies are agents. Agents act with the permission of the Principal selling tickets for the event owner, the Principal.
The ticket agent does not own the ticket for the event they are selling and undertakes no risk, like a normal retailer. As a result, the event owner should set total prices for its events, not an agent acting on its behalf.
Entry filed under: box office, Dynamic Pricing, Online, Press Releases, scalping, Ticketmaster. Tags: case study, price, Ticketmaster.
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