Eye-Fi has expanded its line of connected photo memory cards with the 32GB Mobi, an improved model that makes it much simpler to upload photos from your camera to the web. Available for $99, the device requires minimal setup; you only have to download the accompanying mobile app and input your card’s 10-digit code to start syncing pictures on the fly.

Using a built-in wireless router, the Mobi connects directly to your device and automatically transfers files whenever new content is detected. It can handle both RAW and JPEG, supports thousands of cameras, and works with a wide range of iOS and Android devices – including the Kindle Fire.

“Today’s photographer wants the ability to take great photos, but without compromising the convenience of mobile access and apps,” said Matt DiMaria, the chief executive officer of Eye-Fi. The success of Mobi has clearly delivered on that promise and we’re thrilled to add capacity to an already well-loved product.”

Fitting In

While geared toward a diverse audience, Eye-Fi’s Mobi is particularly popular among Pinterest users. The photo-sharing pinboard made headlines last week after closing a massive $225 million funding round, with plans to build an international user base and focus on mobile.  That’s just the type of ecosystem Eye-Fi wants to be a part of, where photo-centric networks can be supported by quality devices that fit into our very mobile lifestyles.

Instead of going the way of Kodak, Eye-Fi has found a way to keep digital cameras near and dear, empowering them to remain relevant in an era dominated by camera-enabled smartphones.  What’s more, Eye-Fi has found a way to make these seemingly disparate devices work hand-in-hand.

• First-hand review

Our own Senior Managing Editor Kristen Nicole had an opportunity to test out the newest Eye-Fi Mobi card, and found it a very convenient way to use her recently purchased Sony NEX 3, an SLR that comes with a Wi-Fi option, though Kristen opted for the unconnected version.

Kristen Nicole’s road-trippin’ dog, Turner

“We didn’t buy the Wi-Fi capable SLR because we felt we didn’t need it,” Kristen says. “The interfaces we’ve seen on connected digital cameras are unwieldy, and are either uploaded to a service we don’t want or need to use, or are uploaded directly to a social network. I’m one to preview and crop my work before sharing photos on social networks.”

She goes on to say that her favorite feature of the Eye-Fi Mobi card is the fact that photos are instantly uploaded to her iPhone’s gallery.  From there Kristen can manage her camera’s photos alongside snapshots taken with her phone, edit and share as she sees fit.

“Setup for the iPhone 5s was easy – after downloading the iPhone app, ensure your camera is turned on,” Kristen explains. “Enter the pin, provided with the Mobi package, into the iPhone app, and you’re ready to go.  Start snapping photos with your regular camera, and they’re instantly sent to your iPhone’s gallery.  Here they’re safe — no accidental uploads to Facebook.  I can preview and delete images within a familiar interface, and in real time. Operating an SLR in this way is actually quite freeing.”

Eye-Fi isn’t the only one taking advantage of the iPhone’s Photo app.  The recently launched Shadow Puppet lets you create audio slideshows with your photos, which can be shared via public URLs to view in any web browser.