Drync, a wine-related software developer, is using Google Wallet to distill the complex process of shopping for wine from a mobile app.

Somerville, Mass.-based Drync enables wine enthusiasts to purchase wines by scanning a bottle's label with a smartphone's camera. Drync identifies most labels in a few seconds, calling up information on that wine, including reviews from other users.

But the app slowed down at that point, requiring users to go through a multi-step checkout process to purchase the wine they were viewing. The introduction of Google Wallet reduces checkout to a two-click procedure.

"You had several clicks, there was a lot to do to make a payment," said Brad Rosen, CEO of Drync. Google Wallet reduces the steps by using the payment and shipping information already on file with the user's Google account.

The Google Wallet capability is currently available on the Android operating system, with iOS to follow shortly, Rosen said.

Drync's app benefits from the social nature of seeking out new wines, said Gareth Lodge, a senior analyst at Celent.

"If you have to snap a bottle label to order it that means someone else has to have ordered the wine first" Lodge said. "So, [the app] is either displacing shops that already sell wine, or buying hard-to-find wines."

Using an app as part of the wine shopping experience is a great example of the application matching the use case, said Thad Peterson, a senior analyst at Aite Group.

"As a wine lover I'm always writing wines down on some scrap of paper, or on the back of a receipt so I can look it up later," Peterson said. "To be able to capture information about the wine with an image is a great tool."

But the mobile commerce experience may be a bit too streamlined for some connoisseurs, he adds.

"While I want to capture the information when I'm at a restaurant, I may not be willing to push a button without a bit more research," he said. "Further, I may already have a source that I use to purchase and may not be inclined to use the app's purchase function without some price comparison."

Other companies have also warmed to electronic and mobile commerce to develop and distribute wines.

NakedWines has adopted a crowdfunding model to connect buyers to wine growers, and Hall Wines uses a customized mobile point of sale system from Revel that integrates with ShipCompliant, a program that helps the company maintain compliance with regional wine shipping laws.

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