Christie’s is introducing a new iPhone application that will allow clients to follow its sales in real time on the move and to view high-quality images from its glossy catalogues.

The application, which the auction house may adapt for BlackBerry users, will allow users eventually to submit real-time bids online, Michael O’Neal, the director of digital media at Christie’s, said. Christie’s LIVE, the online bidding service launched two years ago, generated $82 million (£50 million) in online sales last year and was responsible for 11 per cent of all lots sold.

“Cross-geographical bidding is becoming more important,” Mr O’Neal said. “Someone in Russia may be interested in a musical instrument sale in New York. The Christie’s app ensures our existing and potential buyers are always in touch and informed of our latest offerings, no matter where they may be.”

With sales from Old Masters and modern art in decline, auction houses are struggling to cut costs, develop new approaches and to expand their potential client base. This year Christie’s, which employs 2,100 people worldwide, announced a wide-ranging review to ensure that it remained competitive in the economic downturn.

Mr O’Neal said that the ability to follow auctions remotely may be particularly attractive to those unfamiliar with the world of salesrooms or too intimidated to go there in person. He doubted, however, that remote bidding would take over personal contact entirely. It was not possible to capture fully the “in-room” energy and atmosphere electronically, he said. “So much of an auction is about the community of buyers, sellers and dealers.”

The new application will enable clients to use the iPhone camera function to take a picture of an object and submit it to Christie’s auction specialists for appraisal. The Christie’s application can be downloaded via www.christies.com.

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