Silicon Valley's Unlikely New Frontier

Keith McCarty surveyed the sharing economy before he conceived his mobile-app startup last year. Uber and Lyft covered rides. GrubHub, GRUB 3.01 % Munchery, and other apps handled food, and Postmates delivered everything else. So Mr. McCarty looked for something just as consumable, deliverable, and profitable but not already taken.

He settled on pot.

Technology in the trade generally stops at Microsoft MSFT -0.81 % Excel for planning and record-keeping. Now it is joining the data revolution.

Mr. McCarty’s app, Eaze, connects users of medical marijuana with cannabis dispensaries throughout California. Behind the scenes, back-end software analyzes buying habits and sends customers an alert when it predicts they will run low.

Eaze is one of several tech ventures targeting the roughly 2.5 million legal marijuana users in the U.S. and their suppliers in the 26 states where pot is legal. Established...

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