Ajay Kamat has reached the age (27), where it seems like a lot of his friends are getting married.

So, as CEO of Micromobs, which specializes in web-based group collaboration tools, he decided to design an app for people to share photos from the happy event.

Called The Wedding Party App, it caters to Millennials’ sense of immediacy by collecting all of the photos taken by guests on their iPhones, organizes them by the time and the location where they were taken, and then sends them to the couple the morning after.

The couple can then publish them to their wedding website (about 70 percent of couples have one these days) and/or to Facebook as an album.

“In the wedding space, tech is sort of web 1.0 still,” says Kamat. “Meanwhile the guests are mobile (i.e.,smartphone) and social (i.e., Facebook). So there’s a huge pent-up demand for using these technologies at weddings.”

He says most couples use the app, which is free, as a complement to the traditional professional photographer.

“Their photographer is an artist. The guests are capturing a fundamentally different perspective. It's really fun content. Weddings are very social gatherings with a lot of positive emotions around the event.”

Since launching on August 1st, the app has been used at several hundred weddings all over the U.S. and overseas. Reviews from customers in the app store are almost universally extremely positive (5 stars).

“Partly that’s due to the fact that guests have a positive experience, they're happy when they're using it,” says Kamat.

Data from early usage indicates that the average wedding involves around 150 guests; and roughly half use the app. Guests can add comments and captions to their photos.

After it collects and organizes all those photos and comments, the app sends them to the couple; they then control how they get used. “Privacy is important,” notes Kamat.

Although it is only available in iOS for now, the company is building an android version as well.

“Couples want all of their guests to be able to use the app,” says Kamat, "so that is a must for us.”

Since it is free, Kamat is hoping for large viral adoption. Eventually, because weddings are such complex, expensive events, “it shouldn't be difficult to monetize over time.”

The team of five has forged a partnership with mywedding.com, which offers free websites to couples. “We are integrated with them so that the photos actually stream to their website live during the event.”

So far this summer, Kamat has gone to three friends’ weddings, but says he doesn't have plans for one of his own just yet.

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