Clarifying questions:
By ticketing here we are referring to the concerts, events, gaming ticket industry and not airline tickets.
This is US specific for this exercise.
Structuring my thoughts:
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Google Mission and Biz Model - It requires that it gets access to access as many users and as many data points about them so it can serve the most relevant ads for them and monetize. Getting more specific ticketing data about a user’s intent will only help google with their overall ads business better and provide better UX in search.
Typical user journey for ticketing:
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Persona - Event Organizer - Setup an event page with event details and publish it on Ticketmaster etc to help people buy tickets.
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Persona - Consumer - Search for event or artist name via Google, click on events URL, go to the event page explore and buy ticket.
Strategic Analysis for Google to enter:
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Customer
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Competition
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Cost
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Company/Capability
Customer: Great access to the customer base since the majority of the users come and search for an artist via Google or Youtube. So huge access to the users which are growing. Also access to them via Android and Chrome browsers that will help Google target them better.
Competition: Google search engine competes with Bing, but Bing has a small presence as a search engine and offers similar capability to current Google experience. Also competes with Instagram and FB, artists have fan pages and followers who post a lot of content which leads fans to become leads/tickets. Capturing this ticket industry creatively may mean that there is more reason for the celebs to post content via Google and thus Google can get more users. Other key competitors are Ticketmaster, stubhub, gametime etc. Ticketing is a huge industry but all of these companies are not as strong in terms of tech as Google and rely heavily on Google to capture users via ads or SEO. Market cap for stubhub, livenation/ticketmaster is over 10B and the ticketing industry is still growing in all areas including e-sports, thus the upside is huge.
Company Capability: Google as a tech company already has access to advertisers and event organizers (via Youtube) that publish events on Google search (SEM) or youtube. Technically Google is also very strong so it can quickly build an MVP to launch a product to capture the consumer side of the user journey and then expand into the event organizer platform
Cost: The technical cost of implementation isn’t that high here. There may be other operational expenses involved here such as customer support etc. However, since we are talking about building a huge scalable product, if we capture the market the ROI will be really high.
Summary - The overall recommendation is to launch a product to capture this market. And then expand into other areas of ticketing.
(editiert)
