• An e-Ticketing Service Innovation based on the Service-Dominant Logic: The Case of Accuvally Inc.

Abstract

The foundation of Accuvally Inc. was inspired by a terrible online ticket purchasing experience of its CEO, Benjamin Lo. While Accuvally has focused on offering streamlined mobile “on-the-go” ticket purchasing experiences, it encountered challenges in making strategic choices on service design and business model innovation. Through recurrent brainstorming sessions, Accuvally has set the goal to develop a service-dominant logic perspective that informs strategies for value creation for consumers as well as event organizers. Positioning itself as a service provider, Accuvally developed the Accupass® platform to provide e-ticketing services that have streamlined the whole process from ticket selling, payment, ticket validation, field management to data integration. Accuvally targeted small-to-medium art/culture/seminar event organizors as primary customers in its early stage. In addition, it developed the Accupass® App to allow quickly completing the tasks of event inquiry, ticket purchasing, payment, ticket delivery, and ticket validation. Although the innovation of Accupass® has won Accuvally a number of big awards, how to co-create value with consumers and event organizers, in addition to improving transaction efficiency, remains an unavoidable challenge for Accuvally to sustain and prosper in the long run.

Keywords: e-Ticketing, QR code, Service-Dominant Logic, Business Model Innovation