Michael Marion, the GM of North Little Rock, Ark.'s, Verizon Arena (formerly Alltel Arena) drew applause during a morning panel today at the sixth annual Billboard Touring Conference and Awards after sharing his thoughts on a polarizing subject in the concert business - ticketing.

"[Fans] are concerned with, 'How can I get that good seat? How can I get that good ticket at the price you listed on the price release?," Marion said to cheers during a discussion on paperless ticketing.

The sometimes contentious panel was moderated by Havkins Rosenfeld Ritzert & Varriale partner Carla Varriale, who led speakers David Butler, president of Ticketmaster, North America; Nathan Hubbard, president of Live Nation Ticketing; Jeff Kline, president of Veritix; Marion; Dan Finkel, partner in Gold Coast Tickets; Chris Tsakalakis, CEO of StubHub; and Don Vacarro, CEO of TicketNetwork.

At the forefront of the hour-plus discussion -- where executives were engaged in heated debates at times -- were topics like paperless tickets, the secondary market and pricing.

"The issue we have right now is that [paperless ticketing] takes away fans' rights and it essentially allows the primary ticketing company to be come monopolists when it comes to the secondary," Tsakalakis said. "It eliminates competition."

And some of the logistical issues of paperless ticketing -- fans not being able to re-sell their tickets at the last moment or not being able to gift tickets -- were put forth by Veritix president Kline, whose company offers digital ticketing services.

"At the end of the day, there is a cost to having your patrons have tickets non-transferable," Vacarro said. "They're going to buy less, the sales process is going to slow down because they know they can't re-sell them."

Ticketmaster tries to offer different solutions, depending on what artist representatives want -- not the fans and the secondary market, according to Butler. "We think the people working with the talent or at the venue, should make the decision about what's right for your environment or your fan," he said. Ticketmaster has delivered more than 600,000 paperless tickets this year, and Butler said the response has been "fantastic and the logistical issues don't exist."

The Verizon Arena has been a beta site for paperless tickets over the past year, and Marion said there have been no logistical problems. "The only people who've complained are the scalpers. People get in faster; there haven't been logistical problems. As far as options, the main option a customer wants is they want to get hold of the best seat they can at the cheapest price. I haven't got one email complaining about I couldn't sell my ticket," he said.

Service charges are another hit button topic with panelists. "We've spent the past two years building a ticketing company and surveying the crap out of the fans," Live Nation's Hubbard said. "And they tell us unequivocally that the main points are fees and access."

Hubbard said Live Nation has tested ticketing systems with fees added versus all-inclusive upfront costs, and there was a 3% drop-off if service fees were tacked on at the end of the process.

"My main point with [people who say] it's the fan's right [to re-sell] is, 'Where is the outrage right now?' The right to re-sell a ticket is about 105 on their list of issues with the live experience. We have much deeper and important issues to solve."

Hubbard said not pricing inventory well is one of the industry's main problems. "We price tickets wrong out of the gate - how do we fix that?"