Amtrak has tapped mobile Web service specialist Usablenet to power the Amtrak iPhone Web application, the latest enhancement to the railroad's mobile offering.

The Amtrak iPhone Web App provides a custom interface that enables iPhone users to buy and change ticket reservations, check train status, review schedules and get weather updates. Amtrak originally launched its mobile Web site in June 2006.

"Amtrak was one of our first clients and now they tell us that we're fulfilling basic consumer expectations, which tells us how far the mobile Web has come," said Nick Taylor, president of Usablenet, New York.

"A high percentage of the mobile site's traffic has been coming from iPhones, so they wanted to launch this customized Web app to meet the demands of iPhone users," he said.

"There are more and more iPhone users and these are people who are used to going to the Web on their handset. With its mobile site and now this app, Amtrak has extended full ecommerce functionality to mobile."

Amtrak's iPhone Web application, which is optimized for Apple's iPhone and iPod touch to deliver the smoothest user interface, provides Amtrak customers with access to all key Web services.

The Amtrak application is available through Apple's iTunes App Store.

Today, more than 34 percent of Amtrak Mobile users access the site through an iPhone.

Consumers with a Web-enabled mobile phone can access Amtrak Mobile by going to http://www.amtrak.com.

Apple iPhone users are automatically detected and will see the Web app interface directly from the phone's Web browser.

Amtrak Mobile provides iPhone and other mobile phone customers with the same services and utility available on the regular Web site.

There is also a Spanish version of the mobile site.

Amtrak consumers that visit the mobile site can sign up to receive email alerts, notifying them when trains have arrived or are delayed. Amtrak has plans to do this via SMS as well in the future.

Callers to New York City's 911 emergency hotline are now able to assist in crime fighting using their mobile phones, a service powered by Usablenet (see story).

Usablenet Mobile is a fully managed service that leverages the features and functionality of a company's existing Web site and extends it to all mobile devices worldwide in less than six weeks.

Usablenet's mobile Web platform, Usablenet Mobile, provides leading brands with a new channel to extend marketing, commerce and client service efforts to their customers' mobile phones.

The service requires no IT resources or Web design on the client side.

Usablenet customers include American Airlines, Limited Brands, Nissan, Victoria's Secret, Ralph Lauren, Accenture and Pfizer, as well as various major hotel groups and rental car companies.

"This is the perfect option for companies that want to launch on the iPhone or appeal specifically to iPhone users, but don't have the resources or expertise to build a separate iPhone Web App in addition to their existing site," Mr. Taylor said.

"Research indicates that iPhone applications are an effective way to drive mobile content consumption, and Amtrak is continuing to lead the field, providing more customer service and purchase options," he said.

Usablenet is bullish about the state of mobile marketing and predicts a bright future.

"I see it exploding," Mr. Taylor said. "Today 95 million Americans have data plans and are going to Web sites on their handsets, and this is not a passing trend, it's surging.

"The best analogy is the Web 10 or 12 years ago," he said. "It's not whether companies should support their customers with mobile phones, it's when they should do this."