Usability 
U.S. travelers are familiar with SkyMall, whose catalog of quirky products lurks in the seat-back pockets of virtually every commercial airliner. But did you know that SkyMall also has Web and mobile Web sites where you can shop the SkyMall catalog without having to board a flight.
The mobile site offers a large number of products in broad categories like "Sports" and Pet "Products". There are no sub-categories or search, making the site more useful for casual browsing than finding anything specific.
One thing that SkyMall got right is offering mobile friendly payment options using PayPal, Google Checkout or a click to call number.. If you are a regular SkyMall customer you can also make purchases using payment information from you stored profile. And if you really enjoy filling out nine fields with your phone keypad you can pay by credit card. Source: Oh! Mobile Directory