AusLeisure

Australian ticketing software platform Softix has agreed a partnership with US-based TicketForce that will see its technology rolled out to arenas and venues across North America.

Arizona-based TicketForce will offer Softix’s new enterprise system in addition to its current platform, which has been provided by California-based VisionOne for the past 12 years.

The deal sees TicketForce gain exclusive North American rights to Softix technology.

Softix had a presence in the North American market from the 1970s until it exited in early 2000.

Explaining the new move, Softix Chief Technology Officer Greg Fahy stated “we left to focus on growth of the ticket technology business, and have been looking for the right partner to come back to the US market for the last five years.

“We wanted to partner with an established company that could represent us in the American market, as opposed to us going to each venue individually.”

TicketForce has had a five-year relationship with Softix, and the agreement has been in the works for about the last year.

The Softix platform TicketForce will incorporate is a multichannel ticketing system that provides real- time, integrated online, mobile, box office, call centre and season ticketing utilizing one scalable platform. Venues can choose the ticketing model and events listed with location-based content that provides easier event discovery, automated marketing services and the ability to partner with Visa, travel sites and other third parties.

TicketForce Chief Executive Lynne King-Smith explains “the current system we provide is installed separately at each venue.

“What we see in the market is a need to bring all web traffic to one place.”

The software includes technology not currently available in the USA, including Invite a Friend, which allows ticket buyers to reserve adjacent seats for others who can purchase tickets later; Full House, which executes e-mails to ticket holders sitting next to open seats in an effort to help sell more seats; and PowerWeb Mobile, a technology that simplifies ticket purchasing on mobile devices.

King-Smith added “currently, venues have to choose between a product with a big footprint and powerful marketing where there may be a loss of control, full branding or merchandising and a self-servicing ticketing model, where the venue becomes the ticketing agent.

“With Softix technology, we can offer a hybrid solution where there are two places selling one inventory.

“With this technology, we only need one license to service the entire market, which can be managed internally.

“Because we’re handling the management, smaller venues can take advantage of this new software as well.”

TicketForce’s current platform is utilized by 300-plus venues and promoters.

The new product will be rolled out in the coming months.

Softix is owned by TEG Pty Ltd, Australasia’s leading ticketing, data analytics and live entertainement company. In addition to Softix, TEG's assets include Ticketek, TEG Live, TEG Analytics, TEG Rewards, Eventopia and Allphones Arena.

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