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SkyMall wanted a point-of-sale terminal on the tray table in front of airplane passengers. It reached its goal by creating a mobile site and app that fly high above others in m-commerce-and enable shoppers to make purchases without leaving their seat or needing a laptop. It started the way mobile experts agree site and app projects should begin, by not trying to jam the e-commerce experience into a mobile one. “We looked at the features customers like in the web channel and then determined how to incorporate those elements into a mobile site that is both efficient and effective,” says Jay Scannell, vice president of information technology. And key to the mobile app: the entire product catalog downloads with the app, so shoppers can browse without a web connection and then purchase when they land.