Priceline.com mobilizes with .mobi site

Priceline.com is the latest online travel firm to go mobile, launching a wireless Web site for on-the-go road warriors.
The destination, www.priceline.mobi, is a stripped-down version of the company’s Internet destination, presenting a simple list of seven options including booking flights, restaurant reviews, local attractions and flight information. Interestingly, the mobile site also allows includes a direct link to Priceline.com, which doesn’t automatically redirect mobile users to the .mobi site.
“We believe these enhancements make Priceline.com one of the leading wireless services providers in the online travel space,” said Priceline.com CMO Brett Keller. “Many Priceline.com customers are last-minute travelers who need the ability to check live hotel inventories, book their rooms in real time and check their flight status while on the road.”
Orbitz, a rival in the online travel firm, has aggressively pushed its mobile offering, which launched in August 2006; Travelocity six years ago became one of the first companies to leverage mobile with a suite of wireless notification tools.