transmend secondary ticket market analysis

© 2008 TransMend I2, Inc. All Rights Reserved.

TransMend I2Internet Intelligence (I2) Applications


Today’s Agenda

• Quick TransMend Overview• The Secondary Market Impact• Ticket Goals and Challenges• TransView Solution• Maximizing Ticket Revenue• Next Steps

© 2008 TransMend I2, Inc. All Rights Reserved. 3

TransMend TransView: Retail Overview

• Provides customers actionable internet intelligence in:

― Secondary Online Markets― Competitive Intelligence― Reseller Compliance― Counterfeit and Fraud Prevention

• In use by:― Retail companies― Sports teams and leagues― Entertainment venues

• Application in used by top brands:― Atlanta Spirit (NBA Hawks and NHL

Thrashers)― Houston Rockets and Toyota Center― Minnesota Wild/Entertainment― Derby County― Research for GAP, Madison Square

Garden, NFL, etc.― SanDisk― Chico’s


The Problem: Lost Ticket RevenueBCS National Championship Bowl Game

Primary Ticket Market– Avg ticket price: $212

– Volume: 72,968 (not suites)

– Revenue: $13.3M (not suites)

$13M$13.3MPrimaryTicket Market

Revenue

$13.3M

Primary Revenue

Ticket VolumePrimary: 72,968

Secondary: 7,778

$24MSecondary

Ticket Market

Revenue

Secondary Online Ticket Market– Volume: 11% of total tickets

– Avg ticket price: $3100

– Total Online Revenue: $24M


Check In: Ticket Goals and Challenges

• Organization Changes? What will effect ticket revenue for ‘08-’09?

• Primary Ticket Market Goals?• Secondary Ticket Market Impact and Insight?• Secondary Market Channel Strategy? Partners?• Metro Competition for Ticket Dollars?• Marketing and Sales Planning?• Event Staffing?


Leveraging the Data: New Ticketing Strategies

– Ticket Staging: • Staging ticket releases• Ticket holding for prime seats

– Market Pricing: Pricing face value to better reflect demand– Dynamic Pricing: Variable pricing for during the season,

advanced purchases, etc.– Direct to Consumer: Help tickets searchers find best prices,

drive them to select partners, and promote suite use.– Secondary Market Partnerships: Choosing a select number of

partners in the ticket “value chain”.– Secondary as Primary: Using secondary market as primary

market– Channel Management: right channel for maximum revenue.

5


Intelligence You Need to Maximize Ticket Revenue

Code B Face Value $200

Ave Sales Price $300Total Tickets Sold

1000

Code C Face Value $90


600

Code D Face Value $150


2400

Code E Face Value $75


900

Code A Face Value $200


900

Code J Face Value $140


5000

Code I Face Value $100


1600

Code G Face Value $60


1200

Code F Face Value $80


1500

Code H Face Value $95


4000


Intelligence You Need to Maximize Ticket Revenue


Turning Unstructured Internet Data into Actionable Intelligence

TransView:

Compiles all secondary ticket listings on all sites into comprehensive view

Structures Unstructured Data

Extracts only relevant listings

Leverages patent pending algorithms to resolve multiple listings and determine ticket sales

Cross-site comparisons

Indentifies input errors

Filters data into listings, packages, parking, etc.

Customized Rules

Data becomes even more reliable combined with arena mapping, primary ticket data, partner ticket site data.

© 2008 TransMend I2, Inc. All Rights Reserved. 12

TransView Capabilities

• Monitors any or all secondary ticket sites in real time• Allows users to incorporate business rules that can do the

following:o Alert when volumes reach a pre-determined amount.o Particular sections of tickets go on saleo Pre-determined sales prices limits are met

• Provides a comprehensive, continual and historic view of ticket sales, volumes and prices

• Generates customized reports • Provides communication capabilities within or outside the

organization• Provide final sales price for auctioned tickets

transmend secondary ticket market analysis

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