WESTCHESTER, Ill., June 17, 2013 /PRNewswire/ -- Insurance Auto Auctions, Inc. (IAA) the leading live and live-online salvage auto auction company and wholly-owned subsidiary of KAR Auction Services, Inc. (NYSE: KAR), today announced that it has optimized its IAA Buyer App for iPhone 5, making it the first in the industry to offer this capability to users. These enhancements bring a seamless mobile experience to customers using any of IAA's mobile products without the need for a Wi-Fi connection to install the app. This capability is a differentiator in the industry and is a direct result of the efficient development of the IAA app, reducing storage requirements on mobile devices and allowing for faster downloads and installation. IAA continues to see a dramatic increase in the number of customers who are using mobile technology to conduct business, place bids and complete transactions online. In the past year alone, bidding activity has more than tripled through the IAA Buyer Apps and IAA's mobile website, m.iaai.com. "We are committed to providing our customers with the right solutions to help them stay ahead of the curve, and mobile technology has become an integral part of this strategy. By delivering industry-leading mobile solutions, our customers can access our full suite of services while on the go," said Tom O'Brien, chief executive officer at Insurance Auto Auctions, Inc. "Our ongoing investment in innovative industry technology allows us to deliver a best-in-class customer experience for buyers." The launch of IAA's iPhone 5 optimized app follows on the heels of a number of industry firsts IAA has announced about updates to its mobile solutions for all smartphones, The IAA Buyer App, which was the first industry app to be introduced to the marketplace in December 2011, surpasses other mobile apps on the market by offering greater functionality, efficiency and ease of use. This is part of a number of Apps from IAA which have recently been released. IAA is also the first company in the industry to offer payment services for salvage buyers through an app. I-Pay, available through IAA Buyer App, provides customers a comprehensive solution to help make more informed decisions, with the speed and convenience of their mobile devices. Apple and Android users are already realizing significant cycle time and efficiency benefits using the I-Pay service.