2. What managment, organization, and technology issues did Orbitz need to address in its mobile strategy? When it comes to mobile apps and gauging their impact on consumers and business, the online travel industry and its airline and hotel reservation systems are probably the best place to look. And there’s no better company in this industry in developing mobile apps than Orbitz Worldwide Inc. Orbitz connects consumers to plane tickets from 400 airlines, hotel rooms from 80,000 hotels worldwide, as well as rental cars, cruises, and vacation packages.

Orbitz was launched in 2001 by five major airlines—Delta, United, Continental, Northwest, and American, to compete with Internet travel companies such as Priceline, Travelocity, and Expedia, which were upending the travel industry. These companies have remained formidable competitors.

From its very beginning, Orbitz distinguished itself as a leader in mobile technology. In 2006, it became the first Internet travel company to offer a mobile Web site where users could check flight status for 27 airlines, search for hotels in the United States and Cancun, Mexico, and access a personal page with itineraries for Orbitz-booked trips.