July 20, 2010, 3:38 PM

Mobile commerce encounters high expectations

Companies must deliver content to all types of mobile phones, Sabre executive says.

Lead Photo

Will Pinnell, director of mobile strategy for Sabre Holdings/Travelocity

Mobile commerce is a natural extension of the travel services Sabre Holdings has provided its customers since the 1960s. But, even with more than 40 years of experience with travel services--and seven years providing mobile services--Sabre faces the same set of rising expectations among mobile consumers as a company just entering the mobile marketplace, says Will Pinnell, director of mobile strategy at Sabre Holdings/Travelocity.

Pinnell will describe those expectations in the keynote session entitled Mobile Commerce: Its time has come at the Mobile Commerce Forum 2010, Oct. 12-13 at the Hyatt Regency in Chicago.

All companies entering mobile commerce will encounter consumers who expect a good mobile experience, Pinnell says.

“There are changing expectations—not just for travelers but for anyone using a mobile phone,” he says. “When they access a web site, they expect the content to be rendered regardless of what phone they use.”

Consumer expectations are changing because their awareness of mobile services is growing. “You can largely thank Apple and other app stores and content providers for giving consumers the ability to do more things than ever before on their mobile phones,” Pinnell says.

Consumers are buying phones more for apps than for making phone calls, he says. Companies that want to reach consumers on mobile phones need to be able to deliver content on both U.S.- and global mobile phone networks.

Why the editors asked Will to speak:

Will Pinnell brings 10 years of hands-on experience in mobile commerce to his job heading up the largest mobile travel network, which hosts more than 10 million visitors worldwide each year. He oversees mobile marketing strategies and research and develops wireless business pricing models for three business units of Sabre Holdings Inc., including Sabre Travel Network, Sabre Airline Solutions, and Travelocity. Before joining Sabre, Will spent nearly 10 years at Handango, a mobile content delivery and management company, most recently as senior director of content & strategic alliances, where he managed all global content business development activities.

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