Music-event ticketing service provider, Tickall has enlisted digital agency Line to create a new digital service in the battle against ticket touts.

Tickall, an online community owned Eventual Limited, has been trialling a new system which will aim to improve customer experience when buying tickets for music events while also adding value to music promoters. When registering, members provide an online photograph of themselves which is added to their profile. This means that every time they buy a ticket they are sent a Tickall pass (initially a card of rubber wristband) which contains electronic data of their membership, allowing them to confirm their identity and gain access.

Any unwanted tickets for sold out events can be passed back to waiting members for the same prices as the original purchase. Members are also asked to review gigs and supply online content to enhance their membership.

The company is still testing the technology but once successfully off the ground it also hopes to launch into the sports market and expand into the USA next year.