Image recognition twist to motoring application.
UK motoring website Auto Trader has launched an official iPhone app, but it's not taking the easy path of just serving its news and features up in an app.
Instead, the app includes image recognition technology, allowing users to point their iPhone's camera at a car number plate, to find make and model records, and data on the car's performance and economy.
The app also searches for similar cars and dealer in the area, tying into Auto Trader's listings to bring up their prices.
"We believe users will find the link between real world and digital world very compelling, providing a clear differentiator for mobile compared to other media," says Auto Trader's director of mobile Nick Gee.
"Using the iPhone, users can now search for real-time digital information relating to a car sitting in front of them."
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Auto Trader already has a track record in mobile: it claims that 45% of visitors to its existing mobile site have used their phone to find out more about a car while visiting a dealer.
Half of visitors to that mobile site are using iPhones, so the new app - which is free - should prove popular.
