Looking to differentiate itself further from Instagram -now officially owned by Facebook – and other mobile photo sharing services and communities, Berlin-based startup EyeEm is today launching completely redesigned social photo sharing apps for iOS and Android.

The new versions of the free EyeEm apps, branded version 3.0, bring a bunch of new features and improvements, in particular with regards to the key social discovery and location-awareness aspects of the service.

EyeEm iOS Home Dont call it an Instagram clone: EyeEm debuts new social photo apps for iOS, Android

EyeEm claims its new navigation interface in the apps makes for an “allround faster, slicker” photo discovery experience.

To highlight this, the app now features a new ‘Discover’ feed, accessible from the start screen, which the startup says actively learns users’ tastes based on the photos they snap and will automatically push photos from other users based on this as well as their current location or activity, and hot trending topics.

EyeEm iOS Menu Dont call it an Instagram clone: EyeEm debuts new social photo apps for iOS, Android

Says EyeEm CEO Florian Meißner:

“The New EyeEm is the most significant step so far in realising our vision of what is possible through smartphone photography; to offer people alternative, relevant images of the world around them, sorted and tailored to their interests and lifestyle.

We feel our focus on discovery of content outside of users’ traditional social graph offers something genuinely unique in this space, and we’re anticipating evermore outstanding content from our global community once they get their hands on our new version.”

The third iteration of the apps also add maps to show users exactly where pictures were taken, and comes with overall speed and memory use upgrades, the German startup claims.

EyeEm originally made its debut on the iOS and Android platforms back in August 2011, offering slick photo apps with built-in editing tools, filters and the ability to share pictures through social networks and blogs. They also make an app for Windows Phone, but no word on upgrades there.

EyeEm is backed by European investment firms Passion Capital and Wellington Partners.

➤ EyeEm 3.0 for iOS and Android

EyeEm iOS Picture Dont call it an Instagram clone: EyeEm debuts new social photo apps for iOS, Android