AXS Product Marketing Taxonomy

5 LAYERS

1
AXS (Our platform)
→
2
Solutions (Enterprise | Fan | Support)
→
3
Stages (User journey)
→
4&5
Capabilities & Features (What we do & how)
★ "Star" Products:
Apex Pro AXS Premium AXS IQ AXS Anywhere AXS Marketplace AXS List Pro AXS Official Resale AXS Mobile ID
1
AXS (Our Platform)
AXS gives event operators full control over the ticketing lifecycle while keeping the fan experience front and center. Our platform is built to help partners sell smarter, reach farther, and deliver better experiences across every touchpoint.
2
Solutions (Enterprise vs. Fan vs. Support Services)

End-to-End Event Management

(Enterprise-Facing)
Tools for event operators to create, optimize, and manage the entire event lifecycle.

Multi-Sided Ticketing Marketplace

(Fan-Facing)
A powerful ecosystem for ticket distribution, discovery, and fulfillment.

Support Services

AXS-driven marketing, contact center, etc.

3
Stages (The stages of the "user journey" for each)
End-to-End Event Management
1. Planning & Event Build
2. Pricing & Inventory
3. Offers
4. Performance Marketing
5. Onsale Management
6. Venue Access & Support
7. Insights & Settlement
Multi-Sided Ticketing Marketplace
1. Discovery
2. Distribution
3. Purchase
4. Delivery
5. Management
Support Services
1. Onboarding & Setup
2. Performance Marketing
3. Live Event Support
4. Evergreen Support
4&5
Capabilities & Features
Capabilities: What we do at each stage
Features: What each capability does

End-to-End Event Management (Enterprise-Facing)

1. Planning & Event Build +
Everything from client onboarding to event publishing - this is where we set the foundation for success.

Event Creation & Setup

  • Event DNA/Metadata Management (headliner, venue, location, event date, doors timing)
  • Revenue Planning (seating maps?)
  • Event Publishing Tools
  • SEO Optimization
  • Resell Settings
  • CMS Management
  • Event Template Creation & Management
  • Resale Settings
2. Pricing & Inventory +
Our pricing capabilities and inventory management - key revenue drivers.

Pricing Models - Apex Pro, AXS Premium

  • Dynamic Pricing
  • Pricing Recommendations
  • Price Recommendations (Premium Seating)
  • Tiered-GA pricing

Inventory Management

  • Event Scaling
  • Hold Management + Kills
  • Bulk Editing
  • Inventory Control
  • Manifest Management
3. Offers +
Base ticket sales + revenue from offers (upsells, add-ons, upgrades, etc.)

Offer Types

  • Fixed, Flex & Bundles (single day tickets, VIP tickets, multiday tickets, season tickets)
  • Upsells & Add-Ons (parking, merch, F&B credit, quick pass)
  • Upgrades
  • Discounts

Offer Management

  • Channels & Outlets
  • Stored Value
4. Performance Marketing +
Pixel tracking today.

Pixel Placement & Tracking

5. Onsale Management +
Queue management, presales, payment processing.

Onsale Types

  • Presales (lottery/waiting room, password protected, invite only, partnership presales, credit card presales)
  • General Public On-Sales
  • On-Sale Trust & Protection
  • AXS VIP Program (3rd party artist presale companies)
6. Venue Access & Support +
Venue operations.

Box Office

  • POS Sales (in-person box office)
  • Season Ticket Sales & Management
  • In-House/Back Office Ticketing
  • Ticket Request Fulfillment (via payment links)
  • Credentialing
  • Comp Ticket Mgmt

Support & Resolution

  • Troubleshooting (order look-ups, SMS delivery, etc)
  • Will-Call
  • Refunds & Exchanges

Access Control & Security

  • Ticket Scanning (QR, RFID, Barcodes, NFC, etc.)
  • Onion Layer Scanning (Venue in Venue)
  • Offline Scanning
  • Turnstiles (via integrations)
  • Credential Management
7. Insights & Settlement +
Data, reporting, and financial reconciliation - closing the loop.

Data & Reporting

  • Event Customer Lists / Data Feed
  • Revenue & Sales Reporting
  • Event Sales Audits
  • Ad Hoc & Scheduled Reports
  • Custom Reports (in Apex/BackOffice/etc)

Business Intelligence - AXS IQ

  • Customer Insights
  • Mobile Reporting
  • Data Sharing (feeds)
  • Realtime Data

Reconciliation

  • Payment Tracking Reports

Multi-Sided Ticketing Marketplace (Fan-Facing)

1. Discovery +
Helping fans find the right event - marketing side.

Search & Recommendation Tools

  • Website Search Capabilities
  • Upcoming Event Suggestions
  • Personalization (this is being built)

Event Visualization

  • Branded Event Pages & CMS Templates

Affiliate Marketing - AXS Anywhere

  • Integrations (Spotify, TikTok, Bandsintown, etc.)
2. Distribution +
"Our Store. Your Store. Any Store." - Connecting fans with inventory across every digital touchpoint - our own platforms or someone else's.

Inbound Distribution - AXS Marketplace

  • Direct Listings
  • Listing Management

Resale - AXS List Pro, AXS Official Resale

  • Verified Listings
  • Resale Price Controls & Fraud Prevention

Outbound Distribution - AXS Anywhere

  • Partner Syndication
  • 3rd-Party Marketplaces

Branding & Customization

  • SDK Integration
  • Skins/Themes
  • Multi-Event Microsites ("Shopping Cart")
3. Purchase +
AXS' owned purchase flows.

Offer & Seat Selection

  • Ticket Offers (VIP packages, accessible seating, premium, resale, parking)
  • Co-Mingled Carts (primary + resale ticket example)
  • 2D & 3D Interactive Seat Maps
  • Presale Access (FairAXS, invite-only, password-protected)

Purchase Flow & Checkout

  • Cart Timer & Inventory Locking
  • Single Page Checkout
  • Waitlist Enrollment & Management

Payments & Add-Ons

  • Payment Processors (Braintree, Stripe, etc.)
  • Wallet Integration (Apple Pay, Klarna, Google Pay)
  • Add-Ons & Upsells (souvenir tickets, merch, parking, hospitality, insurance)
  • Payment Flexibility (split pay, group checkout)
4. Delivery +
Secure, identity-based access that works online or off.

Digital Fulfillment - AXS Mobile ID

  • Identity-Based Ticketing
  • Dynamic QR Codes & Device-Based Access
  • Offline Scanning Support

Pickup & Print Options

  • Physical Ticket Options
  • Wristbands (festivals)
5. Management +
Giving fans total control over their tickets.

Account

  • Seat Upgrades & Special Offers
  • Credit Storage & Redemption (gift cards, stored value)

Season Ticket & Package Management

  • Payment Plans
  • Invoicing
  • Right of First Refusal Offers

Ticket Access & Transfers

  • Self-Serve Transfers
  • Stored Credentials

Support Services

1. Onboarding & Setup +
Preparing partners to go live and fans to engage.

Partner Onboarding & Setup

  • Contract Establishment & Logistics Coordination
  • Complete Partner Onboarding Program
  • Hardware Setup Requirements & Delivery
  • Data Feeds Integration
  • Platform Training & Documentation Access
  • Event Template Creation & Best Practices
2. Performance Marketing +
Driving demand through targeted campaigns.

Marketing Services

  • Direct Email Marketing
  • SEO
  • Social Marketing
3. Live Event Support +
Supporting execution and service on event day.

Partner Live Event Support

  • On-Site Support & Field IT
4. Evergreen Support +
Ongoing guidance and troubleshooting.

Partner Evergreen Support

  • Account Manager/Client Success Access
  • Troubleshooting

Fan Evergreen Support

  • Multichannel Contact Center Support (chat, phone, email)
  • Will-Call & Ticket Request Assistance
  • Onsite Issue Resolution Coordination
  • Access to Help Center & Support Articles

"Star" Products (The most important products that deserve their own story/artifact)

Apex Pro
Pricing Models
AXS Premium
Pricing Models
AXS IQ
Business Intelligence
AXS Anywhere
Affiliate Marketing
Outbound Distribution
AXS Marketplace
Inbound Distribution
AXS List Pro
Resale
AXS Official Resale
Resale
AXS Mobile ID
Digital Fulfillment