Eye-Fi's Mobi SD cards send photos to mobile devices via the designated Eye-Fi app.

Downloading digital camera photos onto mobile devices just got a lot easier. Though Eye-Fi users have been wirelessly transferring images from card to computer for some time now, the new Eye-Fi Mobi card uses Wi-Fi to wirelessly send images to your mobile device via a iOS, Android or Kindle app. 

The Eye-Fi Mobi card functions as a normal SD card inside a digital camera. By entering the card's unique 10-digit code into the Eye-Fi app, users can download images to their mobile devices. Once the photos are on a smartphone or tablet, users can edit and share them as they would any mobile photo.

Eye-Fi hopes that the new Mobi cards will mean easier DSLR photo uploading for mobile-only editing apps and photo-sharing social networks like Instagram and EyeEm. The new cards could also mean lighter traveling for photographers. Instead of hauling around a laptop, photographers can back-up photos to both their smartphone/tablet storage or to the cloud through the mobile device. 

For those users who prefer to edit their pictures on a computer Eye-Fi still offers the "traditional" Pro X2 16GB card, which offers wireless transfer to PC/Mac, RAW upload support and optional cloud backup.

From Eye-Fi's press release:

"People like smartphones for taking pictures, mostly because of accessibility and instant sharing. Unfortunately, smartphones fall short for life's many moments that require zooming, high-speed shooting, low light and other features that make digital cameras superior," said Matt DiMaria, CEO of Eye-Fi. "Mobi is our simplest card yet, designed to provide photo lovers a no-compromises solution: the great quality pictures and videos of a digital camera and instant access on the smartphone to enjoy and share."

[...]"Our research shows that the capabilities of Eye-Fi's Mobi cards are bridging a market gap: a majority of digital camera users are expressing interest in wireless transfer to mobile devices," commented Alan Bullock, associate director of InfoTrends. "Even more compelling is the data that many consumers say they would likely use their digital camera more if it had such a feature."