The BBC is reporting today that Paul Latham, COO for Live Nation International Music, says that prices will come down because they are "about to launch cheaper fees". And since the merger, Live Nation Entertainment says they, "...can take out some of the costs... that no longer exist". Latham  was reticent to give details however, and simply stated that there's no interest in higher ticket prices or high charges by the company and they were looking hard at their ticketing in order to reduce costs. He further explained that Live Nation Entertainment is "...reacting to the market place" and "we do want cheaper ticket prices -- which is why we're looking at advances in technology, print at home, ticketless events -- all of these innovations will come about more quickly."

Live Nation Entertainment has been testing several of the aforementioned technologies in the past - using paperless for a number of tours - such as John Mayer as EU Ticket News reported, as well as Miley Cyrus in the USA. Mobile is becoming more popular with UK festival already with other companies moving into the space - and providing more affordable alternatives to Live Nation Entertainment. EU Ticket News predicted it is very likely to take off in the UK this year. 

BBC's Greg Cochrane and Oli Wilson spoke to Latham recently and also noted that the news of a price reduction by Live Nation Entertainment dropped in the same week as a scrap  between festival promoters and the PRS For Music. PRS For Music collects royalties or money every time a songwriter, composer or publisher's piece of music is played or used and Concert and festival promoters signaled that ticket prices could go up as songwriters consider requesting a greater share of live music takings.