Expedia just ramped up its mobile strategy with a planned acquisition of Mobiata, which develops mobile applications for smartphones and tablets.
Expedia said it entered into a pact to buy Mobiata as a means to accelerate Expedia's ability to offer mobile travel applications and booking over diverse platforms.
The terms of the deal were not disclosed, and Expedia characterized it as its "most significant investment to date" in addressing the burgeoning mobile market.
Founded in 2008, Mobiata has some topselling iPhone apps -- FlightTrack, TripDeck and HotelPal -- in its portfolio.
Mobiata also has developed apps for Expedia competitor HomeAway as well as for metasearch company FareCompare.
Speaking at the PhoCusWright conference in Scottsdale, Ariz., today, a few minutes after the Mobiata acquisition was announced, Expedia Inc. president and CEO Dara Khosrowshahi said Mobiata has a great pool of individuals who want to do great things.
Expedia's decision to buy mobile expertise and a team differs from the Orbitz strategy for now. Orbitz hasn't acquired a mobile company, but is beefing up its capabilities with new-hires.