Last week in class we looked at one of the dilemmas facing both the ticket industry and customers who buy tickets online. Ticketmaster has run into issues with resellers buying up blocks of tickets and reselling them at a higher price. Even worse, Ticketmaster themselves have been accused of reselling their own tickets through a subsidiary company and a big mark up. Recently there was an incident at a U2 Concert at BC place where concert goers were unable to get into the show in a timely manner because they were asked to not only show their ticket, but also the credit card they used to pay for it to help discouraging scalping. What is the possible solution here? How can businesses both satisfy the need to have easy and rapid accessibility to ticket sales, while still preserving the integrity of the sales process to make sure people aren’t reselling tickets unscrupulously. How would you fix the current situation to make it fair and equitable for both consumers and business?