Payless Car Rental has launched an iPhone and iPod Touch optimized website.

Payless Car Rental is a car rental agency that built a customized version of its website for the iPhone and iPod Touch.

"Payless saw the need to create a slimmed-down version of its new website for the iPhone and iPod Touch community," said Jeff Lin, Project Leader of Payless' web marketing strategy team. "Payless' iPhone interface adds convenience and loads up faster than a full website would on an iPhone or iPod Touch," he added. "By pointing their iPhone or iPod Touch to http://www.PaylessCarRental.com, iPhone and iPod Touch users can book a car in just three easy steps."

iPhone users make up nearly one-third of smartphone users in the U.S., and the Safari browser is already the most popular mobile browser in the United States. Since Apple launched the iPhone last June, the iPhone has catapulted to number two in U.S. smartphone market share, trailing only Research In Motion's Blackberry.

The homepage of Payless' iPhone interface also features a "Call to Book" button that, when pressed, will connect the customer to Payless' call center, where the customer can book over the phone, instead of through the interface.

Another section includes links to the store locations' contact information and maps--features that could come in quite handy while traveling.

Payless has collaborated with Arising Group, an innovative software development team in New York, to enhance the Payless website using Web 2.0 features such as Web Standards and AJAX.