Digital Transformation of Ticketing Services

Abstract

Online event ticketing is booming, and the competition in the event ticketing industry is keen. This study analyzes the business environment of ticketing services platforms, especially for newcomers, to provide novel digital transformation solutions. This study selects POPTICKET Limited (PT) as a case for a small online business in Hong Kong. The authors apply the value chain analysis to systematically examine PT's operations and marketing strategies based on an interview with its co-founder and the information retrieved from its website. As a small business started three years ago, this study identified problems mainly caused by a lack of resources. Recommended digital transformation strategies include launching AI services, establishing delivery partnerships, and social media marketing based on the AIDA model. Scant literature has investigated the digitalized online ticketing industry, especially in the market of East Asia.