Ticketmaster To Introduce New ‘Audio Ticket’ Technology With Lisnr

While the use of barcodes/QR codes has made getting into events quicker and easier in recent times, Ticketmaster has launched a new system that makes the process even faster while helping to prevent fraud: ultrasonic sound transmission.

According to a new report from VentureBeat, Ticketmaster in the near future will be capable of admitting a person to live events and track their movement using a discrete digital audio broadcast from their smartphone.

The company has partnered with Cincinnati, Ohio-based Lisnr, which develops a “communication protocol that uses inaudible sound” to transmit data between devices. The firm has already raised over $14 million in funding from several big-name backers such as Intel.

With the e-ticketing system, called Presence, users simply need to approach an event venue and pull out their phone. The smart tone audio signal, which is inaudible to 90 percent of people, will then be broadcast and picked up by a scanner, confirming the buyer’s identity.

Beyond just offering show goers the ability to gain entry in an expedited fashion, it also provides Ticketmaster with an extra layer of data, since each beacon of Lisnr audio can be tracked. That means a venue can account for all of the people in attendance and can even pinpoint where they are in the location.

The technology can also be used to personalize the show experience further by offering text-based interactions when in proximity to certain areas or allowing folks to purchase merchandise without the need for a credit card.

“We used identity as our North Star — our guiding light to develop a product that makes each individual fan experience the greatest it could be,” Justin Burleigh, executive vice president of product at Ticketmaster, told VentureBeat. “This means using identity to drive customized experiences based on who you are and where you are, eliminating fraud, resulting in a safer environment, and delivering more personalization based on the specific event you’re attending.”