Charlottesville man creates iPhone app for buying tickets

CHARLOTTESVILLE ACharlottesville software developer has built an application for the iPhone that will allow consumers to purchase tickets to local music and arts events over their mobile phone.

"I made it for totally selfish reasons," Michael J. Prichard said. "This is something that I wanted. I though it'd be cool if I could just pull out my iPhone and buy a ticket to a concert."

The application, called Deoji, has been approved by Apple and was posted to its Web site on Wednesday. Owners of iPhones and iPod Touches can now download the free program from iTunes.

Three local spots -- the Paramount Theater, Is Venue and Live Arts -- have already signed up to accept tickets bought via Deoji.

"It's another way to get Live Arts out there. It makes ticket purchasing a lot easier," said box office manager Darryl Smith. "Apps on iPhones are hot, hot, hot right now."

Smith added that Prichard's app lets customers buy tickets whenever they want, even when the Live Arts box office is closed.

Using Deoji, it takes about 30 to 45 seconds to purchase a ticket over an encrypted system. After the purchase, the user receives a six-digit code of numbers and letters, which replaces the need for a paper ticket or a printed e-ticket. Instead, the user simply gives the code to the person accepting tickets or merely shows the iPhone screen displaying the code.

Venues can sign up for the service for free, allowing them to track user statistics and ticket sales.

Prichard's company tacks on a 10 percent service fee to the transaction.

"It's all about the convenience," Prichard said. "And it's cheaper than . . . um, I'm not going to name any names."

Ticketmaster, the world's dominant live-entertainment ticketing company, adds various convenience and service fees to the sale of each ticket.

A $95 ticket to U2's Oct. 1 concert at the University of Virginia's Scott Stadium, for example, carries a $12.70 convenience fee and a $2 facility fee. All told, that equates to a roughly 15 percent service charge.

Prichard is aiming to show his iPhone application's viability, starting in the Charlottesville area. If it leads to ticket sales for Is Venue, Live Arts and the Paramount, he said, he will consider it a success, and perhaps venues around the country could start relying on Deoji.

Prichard is president of WillowTree Consulting, a tech firm that specializes in consulting on iPhone apps.

To create Deoji, he spun off from WillowTree a new firm called Deoji Mobile Events Co.

He thought up the name Deoji -- as in "d-o-g" -- when he was adopting a dog from the Charlottesville Albemarle SPCA but decided against it. When it came time to name his own iPhone application, he decided to dust off his dog's abandoned name.

Now, Prichard said, he plans to donate 10 percent of his profits to CASPCA.

Brian McNeill writes for The Daily Progress in Charlottesville.