The travel industry has an easier time figuring out what that “killer mobile app” is because the customer is already mobile, says Bob Kupbens, VP, E-Commerce at Delta Airlines.

He and his company have seen great successes with the Delta mobile app, which allows guests to check in, see flight details and more. But how can we non-travel online retailers capitalize on the mobile channel of e-commerce? Or perhaps we want to know how we can make sure we’re using social media to its fullest while not overestimating the results it will bring? Or maybe we’re not so sure about tablets and what to do there.

In this brief video interview, Bob discusses these and other ideas while he reviews his best “5 Lessons in E-Commerce.”