Los Angeles-based Needly, a new startup headed by Fred Kreuger, who has been involved with such firms as Adconian, the Dot Eco domain, Tagworld, and iWin, has launched this week at the DEMO conference in Silicon Valley. Needly has created a way for mobile phone users to list the goods and services they are looking to buy and sell. The firm said its mobile listings platform runs on the iPhone or Android, and allows users to phogoraph, price, describe, and upload their items to a personal page on the service.