Ticketmaster is going digital, introducing a new digital ticket transfer service for North American Ticketmaster tickets. Through the service, ticket buyers can transfer authenticated tickets to someone else through their Ticketmaster accounts. And starting this spring, that will include transferring a ticket via a mobile device.

"As the industry leader, Ticketmaster continues to introduce transformational products that revolutionize the fan and client experience," said Michael Rapino, CEO of Live Nation Entertainment. "Digital transfer technology is the latest innovative feature in a broad portfolio of enhancements that we have delivered against our strategic roadmap. We will continue to set new standards in the ticketing business."

The process is simple and works with all ticket types sold through Ticketmaster. Original ticket buyers log into their Ticketmaster account and select the ticket to transfer. Once selected, buyers can enter a name and email address to send the ticket to. The system then invalidates the original barcode and issues a new one that is emailed to recipients who then log into their Ticketmaster accounts to accept the tickets. (When a digital transfer is made available through a mobile device, senders will be able to send to a mobile phone number.)

"We are fanatical about making the ticket buying process more fan-friendly," continued Rapino. "Our Ticket Transfer lets buyers transfer their tickets to others for free online and is the most trustworthy, fastest, easiest and environmentally-conscious way ever introduced."

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