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Todd Sims, AXS | Sports Tech Tokyo World Demo Day 2019

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(upbeat music) >> Hey, welcome back, everybody Jeff Frick here with theCUBE

We're at Oracle Park in San Francisco on the historic McCovey Cove We're excited to be here They're moving a lot of dirt, I think, downstairs, but we're at a very cool event It's called Sports Tech Tokyo World Demo Day and we're excited to have our next guest He's Todd Sims, SVP of Corporate Development from AXS

Todd, great to see you >> Great to be here, thank you >> Absolutely So for people that aren't familiar with AXS, give us, kind of, the company overview >> Sure

We're a global ticketing company We were launched out of a global sports and entertainment company called AEG in 2011 And we serve the live entertainment market and ticketing >> Excellent All over the world

>> Yeah >> All different types of events >> AEG is a global company They run venues worldwide and we serve them as well as third-party clients >> Okay, great

So we're here at Sports Tech Tokyo It's a little bit different type of an organization Kind of an incubator, not really an incubator Kind of an association, not really an association, but certainly a community Why are you guys here? What does this organization mean to you? Why is it important? >> Yeah, it's really important

We launched our ticketing service in Tokyo last year And that's a market that we love It's a vibrant, large market with super passionate fans, both on the sport side and on the music side What it really needs is more of an ecosystem It can't just be a new innovative ticketing platform; it needs all the bells and whistles around it to really innovate the fan experience and that's what these start-ups are doing

>> I just love this job 'cause you think of many industries, if you're not familiar with them, they seem really simple on the outside And like everything, once you get under the covers, there's a lot more going on So on the outside looking in, a ticket is a ticket What's the innovation in tickets? What's different about somebody in Japan buying a ticket to watch a baseball than somebody buying a ticket to come here tonight? >> Well, I'll talk a little bit about what we're bringing to Tokyo an what we brought to our platform of clients here in the States as well as in Europe And that's really a digital ID-based ticketing system

So when you walk into the Staple Center at LA Live in Los Angeles, that thing that's getting scanned is not a ticket, it's an identity It's you And what's being reviewed is whether you have access to that building on that night or not So what that allows for is full data around the customer base Every president of every team wants to know two things: they want to know who's in their building and they want to have some control, whether it's economic control or otherwise, on the secondary market

Our digital ID ticketing system enables both of that And that's kind of the innovation that we're bringing to the Tokyo market >> But I would imagine when you say it's me, the opportunities are way beyond that because now you know what are my preferences: how often do I come? What kind of beer do I like to drink? I mean, that just opens up a whole kind of CRM world of opportunity for this relationship between the team now and that person with that barcode >> Absolutely And that happens today, but what you're missing is every time someone comes in with a paper ticket, you're really not sure who's entering the building

So that eliminates that piece of that and it gets all these teams with analytic departments to really have a full picture of their fan base So they may have been investing in some of this in capturing 60, 70% of their who's in the building Now they have 100% >> Right, and I would imagine they've been doing this for a long time with, kind of, their season ticket base and not necessarily knowing their in the building, but they got a lot of data on their season ticket holders How has that changed and what can they apply there to the casual fan that maybe bought a ticket on the secondary market and is coming to sitting and the bleachers? >> Well, it's huge for up-sales and establishing that relationship

A lot of teams, if you've just buying a single ticket off a secondary market, you're no where in that database Now, because of our ID-based system, those people are now prospects for either a mini pack or a season ticket package >> Right It's curious how the rise of the secondary market really impacted the teams and how they think about their own ticket base I think the first one was probably StubHub back in the day and it all happened, kind of, outside the privy of leagues and, kind of, outside the privy of the teams

Luckily they are pretty smart and figured out, "We need to be a piece of this" So how did that kind of evolution change the way the teams think about their fans? >> Well look, I mean, teams like music promoters, sometimes they like the brokers getting involved because that takes risk off the table I think teams are realizing, though, that a real yield management perspective on their ticket inventory to really revenue-manage this appropriately They have to take a holistic approach on their tickets And any time you have a segment of your ticket base where you really don't have control of pricing, distribution, all of that, it really hurts and it has an impact on your unsold primaries

So what teams are looking to do is gain more control and manage this inventory more holistically To do that, you really need to know all the data And, again, the ID-based ticketing system enables secondary sales, but at least you are tracking those sales and you know, from one person to the next, who sold it and who bought it >> Right I'm curious to get your perspective on the difference between if you are more entertainment-focused

So the Rolling Stones were in town a couple nights ago and it's really a one-shot deal for the Rolling Stones in the Bay area that night, versus a Giant's game, right? Where you're hoping that people come back over and over Do they think of it differently? Or is it more, "Jeff, you like music "You went to the Rolling Stones last night "Maybe you'll come and see somebody else tonight" Is that kind of where they– >> No doubt, sports teams are a lot smarter about their fan base

They have loyalty built in They have got history There's variability There's night of game and then there's weather and who's on the mound and all those factors But promoters are a lot more in the dark about is this an artist that

How much credence can they put in the last two where they did it? It's been two years Is that artist still going to sell appropriately or similarly than they did last time? Again, the secondary market on the music side is maybe a bigger issue because of that variability And those promoters are willing to take risk off the table, but the same thing applies

In order for them to really manage and revenue-manage that tour, they really need to know who's buying and grab some of that secondary economics out of the system And that's, again, what our platform enables And that's what we're really bringing to the Tokyo market; it's really exciting That's a great market for us >> What I was going to say, just to close, what's special about the Tokyo market, either from an opportunity side or, kind of, a unique way in which they do things or unique way in which the, kind of, the fan experiences as you look at that market? >> Well, it's interesting, I mean, in a culture that is so reliant on such interesting technology, the ticketing technology is actually quite old

And so we're excited to bring that We've got great partners Passrevo is our partner there and they're really selling that through the yahoo ticketing channel We just signed the BLeague, which is the professional basketball league

We'll be rolling them out in their fall season coming up soon here But basically, they are looking for the same things we're looking for: more data and more capturing of the secondary market And we can bring that to them >> All right, well, Todd, thanks for taking a few minutes to pull the covers back on ticketing A lot more going on than people think

>> Thank you very much >> All right, he's Todd, I'm Jeff You're watching theCUBE We're at Oracle Park on the shores of McCovey Cove in San Francisco Thanks for watching

We'll see ya next time (upbeat music)

Source: Youtube

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