Eye-Fi has announced its latest generation of wireless SD memory cards. The Mobi has built-in Wi-Fi and can transfer photos and videos from a digital camera straight to a smartphone or tablet, without the need to set up the card first on a Desktop PC.

Each card has a unique 10-digit code, which will let you pair it to the free Eye-Fi app for iOS and Android . It automatically detects your card and transfers your photos and videos, before disconnecting and reconnecting to your regular Wi-Fi network.

Although most smartphones now have fairly capable cameras, they can't compete with even budget compact digital cameras. If you own a digital SLR or Micro Four Thirds camera, the differences are even more dramatic, but sharing your photos when out on the move can prove tricky. The company thinks its new card will encourage more people to use their better quality equipment rather than take low-resolution cameraphone snaps.

Eye-Fi CEO Matt DiMaria said "Eye-Fi Mobi is our most user friendly card to date and it is designed for photography enthusiasts who seek a solution without compromise: high quality photos and videos combined with the instant online delivery of the smartphone."

Eye-Fi Mobi cards will cost £41.99 for 8GB, £51.99 for 16GB or £71.99 for 32GB of storage. It will be available directly from the Eye-Fi website , Amazon and other retailers.