The Mountain View, Calif.-based startup – RockMelt – is a cloud-based social media browser that’s been available for Mac and PC desktops since last November, but now it’s available for iPhone.
RockMelt as a Web browser that frames the browsing experience with people’s contacts from Facebook, tweet streams from Twitter and other Web content to keep users from having to switch back and forth between those applications.
Check the video above, and you’ll see that the iPhone version of RockMelt looks a lot different from the RockMelt desktop browser. Its mission is carried over nicely to the iPhone, though, where social media takes center stage, even requiring you to log into Facebook when you first launch the app.
Specifically, current RockMelt desktop users will have their favorite sites and bookmarks automatically synced when they download RockMelt for iPhone and log-in to their Facebook account.
Users will be able to access Facebook and Twitter updates and notifications, bookmark new favorite Websites, and access the new View Later feature, which lets users save long form and video content to read later, all from their iPhone.
“Unlike computers, we find ourselves using our phones in short bursts during commutes, while waiting for coffee, or whenever we have a few minutes to spare,” according to the RockMelt’s Official Blog. “So starting with an empty webpage and a URL bar doesn’t make much sense.”
“With RockMelt for iPhone you can certainly search and browse, but the core experience is centered around quick information consumption and social interaction: see updates from your favorite sites, interact with your social feeds from Facebook & Twitter, and save links & posts to read later when you have more time.”
The 33-person company is competing against giants such as Apple, Google, Microsoft, and Mozilla, and it needs to use its small size as an advantage by quickly out-innovating its rivals.
The new mobile browser will allow current RockMelt users to access their bookmarks, contacts, and settings on their iOS devices, in addition to their desktops. The company has versions for Android and other mobile operating systems in the pipeline.
Other browsers already have desktop-to-mobile porting capabilities; the most notable are probably Mozilla’s Firefox Sync and Fennec and Opera’s Link. RockMelt says its offering is different because mobile sync is an automatic, core aspect of the browser’s user experience– not a feature available upon request.
“We’re not going for the power users, the ones who already know how to customize a browser,” Vishria said. Instead, RockMelt is aimed at the majority of today’s web users, people who navigate the web through a couple of websites like Facebook and would never tweak their browser preferences on their own. [RockMelt via Mashable and eWeek]