Tickets.com, Others Follow Google, Amazon in Opening Up

Opening up an internal resource to outside developers, a la Amazon Web Services and Force.com, isn't just for the big guys anymore.

Smaller organizations with systems that may be aimed at narrow markets are also deciding to open up their platforms to third-party developers. They may do so as a way to create a new revenue stream or to make their own offerings more attractive.

Tickets.com is one such company that has opened its platform to third parties. The company, a subsidiary of MLB.com, provides the back-end ticketing engine for some Major League Baseball teams.

About four years ago, Tickets.com set out to revamp its platform, which at the time was composed of incompatible legacy systems. It decided to build an entirely new platform with a service-oriented architecture and a Web-based front end, said John Rizzi, senior vice president of product management and strategy at Tickets.com.

The decision to open that platform up to third parties came about by chance. "Somewhat by accident, we came to this spot," he said.

As it began building the new platform, Tickets.com hired technology experts to help with the process. "It took us bringing in people from outside the ticketing industry who were much more technology-centric to understand that we had a lot more in this platform than just something more modern and cheaper," Rizzi said.

Tickets.com isn't making its APIs available to just anyone, though. "It's not like we're going to say, 'here's the API, go develop and have fun.' Our clients aren't asking for that," he said. "They are asking for more flexibility and options, and we want to give them that."

Some third-party companies have already started offering services to Tickets.com customers using the new platform, and others are in the works.

Ballena is offering a product, built on Tickets.com's system, that lets online shoppers see in 3D the view from the seat they are considering buying. StubHub, the official secondary ticketing provider of the MLB, is also using the new platform. Its offering is integrated with Tickets.com, which ensures the tickets offered on StubHub are valid.

Tickets.com is also working with Qcue and Digonex, which offer dynamic pricing tools. Qcue, for example, feeds data, including sales inventory provided by Tickets.com and other data about the team's record, the weather and the game's pitching matchup, into its algorithms to recommend that baseball teams adjust ticket prices.

Developers may pay for access to Tickets.com in different ways, depending on how they operate. "My intent is, yes, to profit from this," Rizzi said. Qcue pays a subscription to receive the data feed. Stubhub shares revenue.

Rizzi's advice to other companies thinking of opening up their offerings in a similar way is to carefully think about the revenue model. "That's huge, because in the end, we could wind up opening our system and having a great system and making all the third parties really wealthy, and not participating in that. We don't want to do that," Rizzi said. "We want them to prosper... but I think having a plan in terms of how to monetize it before you implement is pretty important."

He also suggested that it's important to think about how to support the third-party developers. "Supporting an ecosystem of third parties is a lot different from supporting a client who is the end user of the system," he noted. He recommends that other companies make sure to consider those kinds of structural and business components and factor them into their revenue models.

At a recent cloud computing conference, Rizzi said one central theme was making the cloud about more than cost savings.

That's what Tickets.com and some of the pioneers in offering infrastructure or platforms as a service have done. Amazon, Google and Salesforce.com are among companies that have opened up their internal resources so third parties can develop on them.

For complete article: http://www.pcadvisor.co.uk/news/index.cfm?RSS&NewsID=3235305

Source: Nancy Gohring, PC Advisor

Select Your Seats Virtually at the Twins' New Target Field

The stadium is being built but that doesn't mean that you can't see where you'll be sitting when you enjoy Twins games in 2010. Using the Target Field Seat Selection process, selecting your seats is easy, enjoyable and convenient!

There are several useful tools to assist with your seat selections. All of these tools are available on both the Target Field homepage and the Season Ticket Holder webpage of twinsbaseball.com. There is an instructional video that details the seat selection process, an information sheet that details both general selection information as well as specific seating details, and a map that shows the locations of gates, elevators, escalators and restrooms. This virtual seat selection technology is made possible by Ballena Technologies in partnership with Tickets.com.

Learn more >

Tickets.com, StubHub and Ballena Technologies score a Triple Play for the San Francisco Giants

COSTA MESA, CA – February 2, 2009 – Tickets.com, a leading worldwide provider of integrated ticketing solutions, StubHub, the world’s largest ticket marketplace and Ballena Technologies, the premier producer of high-resolution 3-D maps of sports and entertainment venues, announce the formation of a strategic partnership to deliver enhanced seat map functionality. For the first time, venues will be able to combine real-time ticket inventory from both the primary and secondary ticket markets into one seat map view. As part of the online ticket purchase, patrons will easily be able to determine if seats are available in their desired section. Additional functionality will allow fans to buy tickets directly from the panoramic Ballena map view.

The San Francisco Giants will be the first to implement Tickets.com’s Ballena-enabled ProVenue ticketing system. “The Giants organization prides itself on being a leader in the adoption of technology to improve the fan experience. The combination of primary and secondary ticket inventory on a Ballena map continues that tradition,” said Russ Stanley, managing vice president of ticket services and client relations for the Giants. “Fans love to see what the view will be from different sections in the ballpark; when they find seats they like, we want them to be able to buy.”

Tickets.com chose to partner with Ballena because of their market-leading position in the sports and entertainment industries. Brett Michalak, chief information officer, Tickets.com, said, “The Ballena integration is another example of our strategy to leverage best-in-class partners to help us release innovative products into the ticketing marketplace.”

For StubHub, this partnership acts as yet another avenue to give fans as many choices as possible. “Giving Giants fans the ability to view both primary and secondary ticket availability from the same map will enhance the fan experience and provide an additional customer acquisition channel for us”, says Jeff Spaulding, director of business development, StubHub. The Ballena integration is one of several collaborative efforts between StubHub and Tickets.com. The two companies have joined forces through the MLB secondary ticketing platform integration and, in September, extended the integration to the HSBC Arena in Buffalo and the Buffalo Sabres NHL franchise.

Richard Sherratt, Ballena’s chief executive officer, added, “We are excited to be part of such a major announcement in the ticketing industry and to showcase our integration with Tickets.com and StubHub.”

Tickets.com, StubHub and Ballena Technologies will demonstrate a proof of concept of their seat map functionality at INTIX’s upcoming 30th Annual Conference and Exhibition in Salt Lake City, Utah, February 3-6, 2009.

Learn more about Tickets.com's innovative ticketing technologies >