is aiming to continue building on ideas like that to make further connections between consumers and teams.

“What other value propositions, what other ways can we bring all the touchpoints of ticketing–whether it’s the purchasing, whether it’s the delivery or whether it’s access control or what they do once they’re inside a venue,” Choti said. “Bringing that full-circle and making it digital and making it frictionless and fun.”

A particular example involves the access points at a stadium. Piloting a technology called Alfred, found a way to make the experience seamless and frictionless with mobile ticketing.

That’s the product of NFCs, or Near-Field Communication, and Alfred. NFCs have been in use for sometime with smartphones. Remember those commercials in which iPhone users could share files by placing two phones near one another? That’s an example of an NFC in action.

That’s the near future. In the long-term, there are even more applications that will help utilize upcoming innovation and turn it into something that will help fans get into the ballpark easier. And once they’re in the ballpark, new technology might also help sell concessions and merchandise as well. For example, a team could sell tickets with discounts on the food and drink aimed at that particular fan.

“Our focus is on exploiting technology to meet and embrace fans’ and venues,” Choti said, “where they are and when they are and what they’re looking for in personalization.”

Together, and MiLB are taking the next step.