StubHub on Building a Challenger Brand in New Markets
StubHub, an ebay, inc. company, is a live entertainment ticket marketplace facilitating a transparent and secure environment for both businesses and consumers to trade tickets. After 12 years of impressive growth in the U.S., StubHub’s path to global expansion began in March 2012 with a UK market launch. Although powered by a global brand, at the individual market level StubHub is a new and disruptive player operating in a sensitive and often highly regulated industry. As such, Stubhub has had to overcome misperceptions and/or lack of awareness from consumers, industry and government stakeholders around its value proposition and transparent operating model. StubHub will continue to challenge the status quo and accelerate growth in the UK and beyond by building strategic industry partnerships and delivering exceptional customer experiences, efforts which are underpinned by leading technology innovation and regulatory compliance. The session will also cover StubHub’s approach in planning international expansion strategies and market prioritisation.