IRISH FIRM Mapflow has introduced a software application for the iPhone that will allow US commuters to car-pool more easily.

The Avego service will be formally launched at the DemoFall 08 technology conference in San Diego, California, this morning.

Last year, Mapflow received a $5.1 million investment from US backer SOSventures Investments to develop Avego.

At the time, the Dublin-based firm said another $6.6 million would be provided by SOSventures, provided key product goals were achieved.

Building on Mapflow's experience in creating location-aware technologies for the transport and insurance sectors, Avego enables passengers and drivers to be matched up in real-time.

The company describes it as a "cross between car-pooling, public transport and eBay".

Participating drivers use the global positioning system capability of the iPhone to advertise the excess capacity in the car.

Avego is being headed up by Sean O'Sullivan of SOSventures, who pioneered street mapping on PCs in the 1980s and became executive chairman of Mapflow following his firm's investment.

Chief executive Richard Bryce said the US would be the first market for Avego due to the recent surge in the price of petrol, the existing culture of car-pooling in the US, the availability of dedicated lanes on highways for shared cars, as well as other federal, state and municipal supports for car-pooling.

"We plan to remove as much pain as possible when people are looking at alternatives to jumping in their car to make a journey," said Mr Bryce.

He said Mapflow had already moved staff to California to support the launch and expected to open an office in Washington DC by the end of the year.