AXS CEO Bryan Perez has told Music Week the firm's new resale platform can be "transformative" for the ticketing sector.
Expected to roll out in Q4, AXS Marketplace will give fans the option of reselling tickets at face value with a cap of no more than 10%.
Eliminating paper tickets, the mobile friendly, identity-based Flash Seats system will assign tickets directly to fans attending, replacing the standard PDF attached to an email. A dynamically changing barcode system will also ensure that the tickets cannot be copied or shared illegally.
"This is not solely about resale, there is a huge anti-counterfeiting and fraud component to this," said Perez. "The combination of those two things, we feel, can be transformative. It hopefully sets an example for every other provider in the country.
"We have an opportunity here to really satisfy fans' desire for fair access to tickets and I think there's a bit of a nobility in pursuing that. We're leading the industry in a way that, quite frankly, it's telling us it wants to go."
"This was a competitive bidding process,"said Perez. "We didn’t get it automatically because AEG is one of our owners – we have other owners – so we had to bid against StubHub [previously The O2's official ticket resale marketplace] to win this. It's a powerful statement to have The O2 lead the way."
He added: "What I love about [the UK] so much is just the vibrancy of the live event market, regardless of genre. That intensity gives you a lot of opportunity to innovate - every single day all of us have to be on our toes and deliver the best experience for the fan, because the fan will have an alternative."
Read our full interview with Perez from the latest issue of Music Week here.