Neutral to Positive
Hello Vino is a wine pairing and suggestion tool that is designed to give access to recommendations to beginning wine drinkers where ever they may be through a multi-platform delivery – iPhone, Web, and SMS. We are slightly positive on the announcement for its innovative, multi-platform approach and focus on beginning users but have reservations on content and lack of ability to leverage buying pattern influencers (key to viral expansion).
Market Impact: LOW
This is one of multiple applications available on the iPhone but differs in that it compliments iPhone access with web and SMS queries. The impact to wine producers, as with other iPhone applications, only comes when producers can publish content once and reach the most users. This application only slightly enhances a producer’s reach until they extend their content matching engine for use by other partners and give producers tools to help them participate in the matching or through advertising. However, this type of mobile application will be instrumental in influencing purchases OFFLINE at the retail store level. This could be a strong tipping point if leveraged properly. Multiple paths to accessing the content (SMS, Web/WAP, iPhone) is a good start, but its too early to see what levels of adoption can be attained.