With startups and mobile dramatically changing the culture of retail, many retailers have been forced to work with outside platforms and others to stay competitive in the overcrowded market. Expedia and Priceline are working with a new mobile app that acts as a personal assistant to stay on top in the competitive travel booking industry. “When consumers visit retailers they are overwhelmed with hundreds and thousands of options,” said Swapnil Shinde, CEO of Mezi. “[For example] a search for running shoes on amazon returns 200,000+ results. “Research shows that 45 percent of consumers are overwhelmed with too many options and as a result, they are facing serious decision dilemma,” he said. Get the full story at Mobile Commerce Daily