SnapUp is the new mobile app that allows you to compare rates of products on your phone simply by taking screen shots. With the new app you can organize products from various stores, receive notifications when things go down in price all from taking a screen shot of the product you are interested in. When you take a screen shot of an item and save it to your camera roll, the app is able to recognize the products and finds them online while looking for deals and encouraging you to buy when the price goes down enough. The SnapUp, start up began last year in San Francisco and has taken off since. The three innovators who came up with the idea are engineers and Cheung and Eric Goldber, as well as e-commerce expert, Shan Mehta. Goldberg was the first engineer that was involved with StumbleUpon. The team’s mobile expert, Mehta explain that the biggest problem in mobile purchasing “from a consumer standpoint-is that there’s no way to bookmark anything…In order to bookmark something you need to have it work inside each app, and each app has a different UX [user experience] for bookmarking something or sharing it.” That is where SnapUp comes in. It makes bookmarking from many different sites easy with screenshots. The team created new technology that can identify a product from the screen shot, which is pretty remarkable because the image won’t include any information about where the product is from, what company produces it, or a URL. SnapUp is able to recognize products from virtually any online retailer and they can trace about 400 mobile applications. The app is set up in a way that is slightly similar to Pinterest. However, unlike Pinterest, the app is meant for things that you actually want to and are rather to buy, rather than an idea site. Mehta noted that “one thing we’re trying to get across with the app is high utility…we don’t want you to just be snapping beautiful, inspirational stuff- we just want you to snap stuff you’re actually going to buy…it might be diapers, it might be cosmetic- but whatever you really want to buy.”