TICKETING WEBSITE Ticketmaster is moving away from Captcha verification and employing another authentication method in a bid to get tickets into the hands of real fans.
The website, which is the destination to go to if you want to go anywhere, is apparently as tired as short-sighted, and normal sighted, people are at having to decipher Captcha's tricky codes and blurred text.
Captcha, which you would recognise, asks that people copy down what is often very unclear lettering and repeat it in another box. It can be a challenge for all the wrong reasons.
It has been around for over a decade, and now, although it might be a simple way for a computer to tell another computer from a human being, it is showing its age.
While in theory its use of a wavy line through two words should be a simple test for a human being to pass, often the opposite is true.
Captchas can also get bogged down in nonsense phrases too, which can lead to mistakes. Ticketmaster's chosen replacement, developed along with Solve Media, is keeping all parties happy.
"While an important step in blocking BOTS, we know the current CAPTCHA solution has been a frustrating part of buying tickets for fans," said Ticketmaster CEO Nathan Hubbard. "By working with Solve Media and deploying our own innovative mobile solution, we're leading the industry forward through our buying experience and the aggressive fight against BOTS."
With the Solve system in place users will be presented with phrases or questions within advertising that they must re-enter as a step in the transaction process.
As well as making things nicer for the user, it will also help to keep BOTS, as Ticketmaster calls software that swoops in and sucks up tickets so that someone else can sell them on, at bay.
"We are excited to work with Ticketmaster to make the purchase process as painless and efficient for fans as possible," says Ari Jacoby, CEO of Solve Media. "With our proprietary technology, consumers can solve CAPTCHAs in half the time it takes to decipher the outmoded squiggly number and letter CAPTCHAs."
Meanwhile Ticketmaster apps will use the push notification on mobile phones to verify purchases. Again, this is good news. "Our goal is to improve the fan experience while providing security from BOTS and in the case of our mobile apps, we found a way to remove the type-in step completely," added Hubbard. µ