The University of Michigan's (UM) athletic department has partnered with ReplyBuy to offer a service that enables fans to make instant ticket purchases through text messaging. Registration for the service, which sends personalized text offers for ticket deals, is open to anyone. Users can purchase tickets by replying to the text and confirming on a one-touch link. ReplyBuy service helps teams and venues move unsold tickets by sending the offers directly to the fans most likely to buy the tickets. ReplyBuy's deal is with the athletic department, but the company will work with the university's third-party vendor on the ticketing mechanics. UM's athletics ticketing is handled by Spectra Ticketing & Fan Engagement, a division of Comcast Spectator. ReplyBuy can be used for unsold tickets or any returned tickets from the allotments provided by visiting schools. "ReplyBuy is a unique and convenient service for last-minute purchase decisions and has quickly gained traction with consumers--and for good reason," says UM associate athletic director Kurt Svoboda. He says Michigan has spent several years investing in ticketing technology, but notes the university has dropped so-called dynamic ticket pricing for this season.