Mobli takes the wrappers off its 'real-time visual media platform'

To put it another way: an app and website for sharing photos and videos.

The latest startup looking to help people share their mobile photos and videos is Mobli Media, which has just launched its Mobli app for iPhone.

The app helps people to upload their content, while tagging it with categories and location data. The idea being that people with the Mobli app can then look at pics and vids based on particular themes or events.

"Mobli is like having a friend at every event or location you find interesting, feeding you real-time, multimedia content," says CEO Moshe Hogeg.

"We created smartphone applications and a Website that delivers the best of what social media was intended to be by enabling people to bring experiences and events to life for others with shared interests. At its essence, Mobli lets you watch real-time channels created by your friends, family and other people wherever they are."

The startup is based in New York, with an R&D team in Tel Aviv. It faces a host of competition, with CoolIris, SocialCam, Instagram and others all gunning for a similar mix of social features, visual content and tagging.