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[QUOTE="syracuse95, post: 3940913, member: 860"]
The biggest reason venues opt for mobile ticketing is that it lets them track the chain of custody of a ticket.  Ever since the barcode got added to tickets, they could tell whether a certain issued ticket was used, but not who used it.  Since mobile ticketing tracks each ticket transfer, the venue can find out each person that held that particular ticket, and who ultimately used it.  This lets them focus and/or expand their marketing efforts.

I have a niece that goes to UCF, and I went down for a football game with my sister two years ago.  She transferred a ticket to my email address, and I opened it on my phone.  That was my first and only interaction with UCF in any capacity.  Ever since, I've periodically gotten emails and text messages advertising UCF season tix and merchandise.  So, in theory, mobile ticketing would let SU direct market tickets to people who only have ever bought tickets from StubHub, or used their company's seats, or whatever other third party means they might use.
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