You’ve just arrived at a gig venue to see your favourite musician; you walk through a scanner that registers your facial profile, positively identifying you have bought a ticket, it logs your food and drinks preferences, and the whole process takes less than a second.
Welcome to the brave new world of biometrics, which will — quite literally — change the face of events and ticketing. Static event queues and bottlenecks that can turn otherwise smooth evenings into laborious escapades are now a distant memory. Few will complain about that, and for good and varied reasons.
In physical — or even digital — form, tickets are inconvenient. They involve either collection or printing or saving to your mobile device, as well as a memory good enough to ensure that your phone has enough battery on arrival.
This is before we even consider during this historical process, tickets can be lost, stolen or replicated. Shifting this age-old process from a physical ticket to a person’s face will not only save time, it will put in place additional security measures that will protect the event host and its clients.
Big changes are certainly happening. Ticketmaster has just announced that it is working on facial identification system to replace physical tickets.
“Our revolutionary identity in motion product identifies people as they walk past a sensor at full walking speed, enabling frictionless identification,” the company said.
The word ‘frictionless’ is a view of what lies ahead with events and ticketing. Additionally, you can’t forget your face or forget to charge it and tighter security in this day and age is always welcome.
An investigation by “Which?”, of the UK’s Consumers’ Association, revealed that one in four tickets are touted on re-seller sites, so people never really know where they are buying from and whether they are the real deal. And it’s not about events companies making more money; if the system is implemented using the right technology and processes, people could legally transfer ownership of admission using an approved transfer request that would identify both parties securely.
By adding a face to the admission process, the sale of fake tickets could be thoroughly stamped out.
And it won’t just be events and ticketing that will be improved and streamlined by biometric identification technologies. Airlines and public transport will also go through dramatic changes as they adapt and modernise to the new world of biometrics.
The London Tube deals with 1.37 billion passengers annually, using physical gates at the point of entry and exit. Removing these gates is an indicator of how much time and money could be saved by streamlining the logistics of transporting people from A to B. The millions of airline passengers travel our skies daily will also experience far less cumbersome travel process with the introduction of modern biometric technologies.
To find out how the SmilePass platform links ticket ownership with a unique biometric ID to streamline ticket ownership and access to events take a look at our events brochure and see how our software solution works.