OOKL has already been providing venues with a unique guide device aimed at school groups, using Nokia smartphones - the service allows venues to easily create and upload their own content to the devices, which students can also use to take photos and make notes throughout their visit. Now, the company has launched a service allowing attractions to create their own iPhone apps for all visitors to download.

The service, which is free to join, allows venues to upload images and descriptions of the objects in their collection, and set a retail price for the app. Visitors who download the app can access the content on their device for 30 days, and the venue earns 60 per cent of the net retail price.

The system allows venues to have their app immediately while avoiding Apple's application submission process, and allows venues with limited resources to create downloadable guides for low costs.

Though the product has only just launched, OOKL director Dan Medicoff says he's already received lots of enquiries and met with 10 venues. "Small venues are really interested because of the low entry price, as they would never have the resources to create their own app," he said. "Large venues are really interested because they have huge numbers of visitors and can have a hard time coping with the logistics of audioguides and changing content, so having visitors use their own device is a real plus." Many venues have also expressed interest in when the service will be available for other devices, such as Android and Blackberry phones, he says.

The Catalyst Science Centre in Cheshire, UK, is one attraction that will be using OOKL's iPhone app service. Head of visitor services Paul Meara feels selling iPhone apps will be beneficial, as the popularity of purchasing apps is on the increase with visitors. "We also see an OOKL iPhone app possibly supplanting audioguides as a way of providing additional information to general visitors," he added.