Recognizing that consumers are struggling with the fact that gas prices are so high these days, AAA has launched a mobile initiative to help motorists save at the pump.

The company is letting motorists compare and get access to frequently updated gas prices via a new feature within its mobile application. The company found that this will further help its customers, especially with gas prices being 73 cents higher per gallon than last year.

?With this app we are continuing to meet member demand for more AAA travel information on the go,? said Heather Hunter, Heathrow, FL-based public relations manager at AAA.

?The cost to fill a tank of gas is approximately 25 percent higher than this time last year,? she said. ?Providing motorists access to frequently updated fuel prices allows them to compare gas prices close to home or on the road and make informed decisions about where to fill up at a time when finding the lowest fuel prices is a priority for many Americans.?

AAA provides more than 51 million members with travel, insurance, financial and automotive-related services.

Mobile gas
The AAA TripTik iPhone app shows gas station locations and other points of interest such as hotels, restaurants and attractions near a user?s location.

Consumers can browse gas station details and the application constantly updates them with prices for all available grades of gasoline.

Additionally, the application features new preference settings that let users show prices for just their preferred grade and sort stations alphabetically or by distance.

Consumers can also use the application to view maps and turn-by-turn directions to other points of interest including local events, AAA offices and approved auto repair facilities.

?AAA offers the convenience of integration between its online and mobile products,? Ms. Hunter said. ?Both TripTik Travel Planner and TripTik Mobile provide detailed information about hotels and restaurants ? including AAA inspector notes, attractions and other points of interest, so using these resources to plan ahead helps make for more fuel-efficient trips.

?Instead of driving around looking for places to stay, dine or visit, travelers can know before they go,? she said. 

AAA assistance
The AAA TripTik application uses mapping data from Navteq.

Additionally, the company has other mobile applications such as its AAA Discounts app that displays nearby AAA Show Your Card & Save locations and its AAA Roadside app that lets members who require emergency road service to send their vehicle description and breakdown details.

AAA is also looking to extend its TripTik app to other platforms.

?Later this year AAA plans to release an Android version of the TripTik Mobile app,? Ms. Hunter said. ?You can also find information on AAA's mobile offerings at http://www.aaa.com/mobile. 

?AAA will also launch eTourBook guides exclusively for AAA members, which can be downloaded and synced to ereaders and smartphones,? she said. 

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York