Balcony Jump, a London-based agency established in 1997, has launched an iPhone and iPad app dedicated to the 10 photographers it represents. "I thought that the app could be another method to get the work of our photographers out there," says Tim Paton, the agency's managing director.

Balcony Jump's application has been designed by Teleportfolio, a platform used by photographers such as Morgan Silk and Shamil Tanna to showcase their work. "I contacted them three months ago after I had seen Silk's application," Paton tells BJP. "I thought it looked really nice, and since the app is based on a template, it was a lot cheaper to produce than if we had developed our own." Also, he adds, "it can easily be updated."

While Paton has to send any updates to Teleportfolio before it hits the app store, BJP understands that the firm is developing a way for its clients, such as Balcony Jump, to update the content themselves.

Despite this limitation, Paton believes the app is beneficial for the agency, which represents photographers Benedict Redgrove, David Ryle, Lara Jade, Nick Turpin, Oskar Cecere, Paul Calver, Paul Farrell, Phil Toledano, Ralf Pulmanns and Thirza Schaap.

"A lot of photographers and art buyers are using the iPad now," he explains. "Pictures look really good on it. I see it as part of the marketing mix, and it didn't cost a fortune to produce."

Paton's goal is to get most art buyers in the UK to download the app - and one way this could be achieved is via its sharing options. "As part of the template offered by Teleportfolio, you can send images from the app to your friends by email. The image is watermarked, of course, and is low-res. But I think it's important. People are sharing photographs, and at least, this way, they will know where the pictures come from." And, in turn, that could results in increased awareness for the agency's photographers, and maybe even to more sales.

The free app can be downloaded from iTunes.