Could Ticketmaster’s extension with University of Florida herald the future of online ticketing?

Mobile Commerce Daily – In a move indicative of the changing ticketing industry, Ticketmaster has extended its partnership with the University of Florida as its official ticketing partner, allowing sales through Ticketmaster’s mobile-optimized Web site and app.

Ostensibly a continuation of a successful collaboration at face value, examining the elements at play during negotiation and looking at shifts in the broader market could have implications for the future of the online ticketing industry. Similar moves to monopolize programs’ primary and secondary ticket sales channels by competitors like StubHub tell a tale of online ticketing giants in an arms race, preparing for future skirmishes in the mobile space.

“With the majority of Internet usage now taking place on mobile devices, it is imperative that all e-commerce is mobile friendly,” said David Naumann, vice president of Marketing at Boston Retail Partners. “Retailers and service providers are offering mobile friendly Web sites, mobile apps or both to make shopping easy.”

“Given the nature of ticketing, it makes sense to have a single source of service to prevent any chance of double-selling any seats. A one-stop shop for your team’s tickets also make it easier for marketing tickets on the team’s Web site and for fans to know where to shop for tickets.”

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