Ticketmaster takes a boatload of ticketing, ecommerce, and promotional issues off of the hands of venues. But outsourcing also carries a boatload of costs, including limited access to attendee data and higher pricing. That could spell market opportunity, and Irish startup Ticket Text is betting that venues will embrace cheaper software solutions, more direct management and greater control.

This is an early space, and the company has been discussing the possibilities with Digital Music News for some time. But just recently, Ticket Text started ramping TicketABC, a software package that allows venues – and performing artists – to sell tickets directly from their sites. The rest of the package includes on-site mobile scanners, lower service fees, greater pricing controls, and lots of direct data-gathering on fans.

The question is whether this system can significantly lower costs, lower ticketing prices, and boost per-show earnings – all in a matter that seriously beats outsourcing to Ticketmaster. According to company founder Mark McLaughlin, the early game-plan is to focus on small-to-midsize spots, the current sweet spot. The upper tier of touring is too saturated, thanks to higher crowds and revenues, but smaller gigs may stand to benefit from in-venue maximization of merchandise, beer, and other add-ons.

One early taker, discussed at length by the Irish Times recently, is Luminaire in north London, a 275-person spot. As a first mover, the venue appears to be enjoying higher client attention and customization, and probably its share of kinks. “If we say that we want the system to do X, they are willing to go away and build it,” Andy Inglis of the Luminaire told the Times.