SKYMALL INC
PRES14A, 2000-01-14
CATALOG & MAIL-ORDER HOUSES
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                            SCHEDULE 14A INFORMATION
           PROXY STATEMENT PURSUANT TO SECTION 14(a) OF THE SECURITIES
                              EXCHANGE ACT OF 1934

Filed by the Registrant [X]
Filed by a party other than the Registrant

Check the appropriate box:

[X]  Preliminary proxy statement        [ ] Confidential, for use of the
[ ]  Definitive proxy  statement            Commission  only  (as  permitted
[ ]  Definitive  additional materials       by Rule 14a-6(e)(2))
[ ]  Soliciting material 14a-12

                                  SKYMALL, INC.
                (Name of Registrant as Specified in Its Charter)

    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)

Payment of filing fee (Check the appropriate box):

[X]  No fee required

[ ]  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.

     (1)  Title of each class of securities to which transaction applies:

     (2)  Aggregate number of securities to which transactions applies:

     (3)  Per unit  price  or other  underlying  value of  transaction  computed
          pursuant to Exchange  Act Rule 0-11 (set forth the amount on which the
          filing fee is calculated and state how it was determined):

     (4)  Proposed maximum aggregate value of transaction:

     (5)  Total fee paid:

[ ]  Fee paid previously with preliminary materials.

[ ]  Check box if any part of the fee is  offset as  provided  by  Exchange  Act
     Rule 0-11 (a)(2) and identify the filing for which the  offsetting  fee was
     paid  previously.  Identify the previous filing by  registration  statement
     number, or the Form or Schedule and the date of its filing.

     (1)  Amount previously paid:

     (2)  Form, Schedule or Registration Statement No.:

     (3)  Filing party:

     (4)  Date filed:

<PAGE>

                                  SKYMALL, INC.
                              1520 East Pima Street
                             Phoenix, Arizona 85034

- --------------------------------------------------------------------------------

                NOTICE AND PROXY STATEMENT FOR SPECIAL MEETING OF
                     SHAREHOLDERS TO BE HELD MARCH 10, 2000

- --------------------------------------------------------------------------------

To the Shareholders of SkyMall, Inc.:

     The Special Meeting of Shareholders of SkyMall,  Inc., a Nevada corporation
(the "Company"), will be held at the corporate offices of the Company located at
1520 East Pima Street, Phoenix,  Arizona 85034 on March 10, 2000, at 10:00 a.m.,
local time, for the following purposes:

     1.   To approve the issuance of shares of the Company's  common stock,  par
          value $.001 per share (the "Common  Stock"),  upon  conversion  of the
          Company's Series A Junior Convertible Preferred Stock, par value $.001
          per  share  (the  "Series A  Preferred  Stock"),  and  Series B Junior
          Convertible  Preferred Stock, par value $.001 per share (the "Series B
          Preferred Stock"),  and exercise of related warrants to acquire shares
          of Common Stock,  all on the terms and  conditions  set forth in those
          certain Stock and Warrant  Purchase  Agreements,  dated as of December
          20,  1999  and  December  30,  1999,   between  the  Company  and  the
          undersigned investors thereto (the "Private Placement Transactions").

     2.   To  transact  such other  business  as may  properly  come  before the
          Special Meeting or any adjournment(s) or postponement(s) thereof.

     The  foregoing  items of  business  are more fully  described  in the Proxy
Statement  accompanying this Notice.  The Company is presently aware of no other
business to come before the Special Meeting.

     Shareholders  of record at the close of  business  on January 24, 2000 (the
"Record Date") are entitled to vote at the Special Meeting or any adjournment or
postponement  thereof.  Shares may be voted at the Special  Meeting  only if the
holder is present or represented by proxy.  A list of  Shareholders  entitled to
vote at the Special  Meeting will be available  for  inspection at the Company's
corporate  headquarters  for any purpose  germane to the Special  Meeting during
ordinary business hours for ten (10) days prior to the Special Meeting.

     Management  and the Board of Directors  cordially  invite you to attend the
Special Meeting.

                                         By Order of the Board of Directors,


                                         Robert M. Worsley
                                         Chairman, Chief Executive Officer and
                                         President
Phoenix, Arizona
February 1, 2000

SHAREHOLDERS  ARE  ENCOURAGED  TO SIGN,  DATE AND MAIL  THE  ENCLOSED  PROXY.  A
PRE-ADDRESSED  ENVELOPE  IS PROVIDED  FOR THEIR  CONVENIENCE.  SHAREHOLDERS  ARE
ENCOURAGED TO VOTE  REGARDLESS OF WHETHER OR NOT THEY ATTEND THE SPECIAL MEETING
OF SHAREHOLDERS.

<PAGE>

                                  SKYMALL, INC.
                              1520 East Pima Street
                             Phoenix, Arizona 85034

- --------------------------------------------------------------------------------

                                 PROXY STATEMENT
                         SPECIAL MEETING OF SHAREHOLDERS
                                 MARCH 10, 2000

- --------------------------------------------------------------------------------


     This Proxy  Statement  is  furnished  by the Board of Directors of SkyMall,
Inc., a Nevada corporation (the "Company" or "SkyMall"),  in connection with the
solicitation  of  proxies  to be used for the  purpose  of  voting  at a Special
Meeting of  Shareholders  (the "Special  Meeting").  The Special Meeting will be
held on March 10, 2000 at 10:00 a.m.,  local time, at the  corporate  offices of
the Company located at 1520 East Pima Street, Phoenix, Arizona 85034.

     The  enclosed  proxy is solicited by the Board of Directors of the Company.
The proxy  materials  relating  to the Special  Meeting  were mailed on or about
February 1, 2000, to  shareholders of record at the close of business on January
24, 2000 (the "Record Date"). Only holders (the "Shareholders") of record at the
close of  business  on the Record  Date will be  entitled to vote at the Special
Meeting,  or any  adjournment or  postponement  thereof,  either in person or by
valid proxy. As of January 12, 2000, there were outstanding 10,553,997 shares of
common stock, $.001 par value per share (the "Common Stock").

     Shareholders  are  entitled to one vote for each share of Common Stock held
of record on each matter of business to be  considered  at the Special  Meeting.
Ballots  cast  at the  Special  Meeting  will be  counted  by the  Inspector  of
Elections and  determinations of whether a quorum exists and whether the Private
Placement Transactions are approved will be announced at the Special Meeting.

     The  Inspector of Elections  will treat  abstentions  and broker  non-votes
received  as shares  that are  present  and  entitled  to vote for  purposes  of
determining a quorum, but as unvoted for purposes of determining the approval of
any  matter.  If a  broker  indicates  on  the  proxy  that  it  does  not  have
discretionary  authority as to certain  shares to vote on a  particular  matter,
those shares will not be considered as present and entitled to vote with respect
to that matter.

     The Company will bear the cost of the  solicitation  of proxies,  including
the  charges  and  expenses  of  brokerage   firms  and  others  for  forwarding
solicitation materials to the beneficial owners of the outstanding Common Stock.
In addition to soliciting proxies by mail,  proxies may be solicited  personally
or by telephone  by  directors,  officers or employees of the Company,  who will
receive  no  additional  compensation  of such  services.  A person  giving  the
enclosed  proxy has the power to revoke it at anytime before it is exercised by:
(i) attending the Special Meeting and voting in person;  (ii) duly executing and
delivering a proxy bearing a later date;  or (iii)  sending a written  notice of
revocation  to the  Secretary  of the  Company  at its  corporate  offices.  The
corporate offices of the Company are located at 1520 East Pima Street,  Phoenix,
Arizona 85034 and its telephone number at that address is (602) 254-9777.

     The affirmative vote of holders of a majority of the outstanding  shares of
Common  Stock  entitled to vote and present in person or by proxy at the Special
Meeting are required for approval of the Private Placement Transactions proposed
to be acted upon at the Special  Meeting (the  "Proposal").  It is expected that
shares held by officers and directors of the Company and certain shareholders of
the Company,  which in the aggregate represent  approximately ___% of the shares
of Common Stock outstanding as of the Record Date, will be voted in favor of the
Proposal.


<PAGE>

                 SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS
                                 AND MANAGEMENT

         The table below sets forth certain  information  as of January 12, 2000
concerning  the beneficial  ownership of the Company's  Common Stock by (i) each
beneficial  owner of more  than 5% of the  Company's  Common  Stock,  (ii)  each
executive officer of the Company,  including the Named Executive Officers, (iii)
each director of the Company,  and (iv) all directors and executive  officers of
the Company as a group.  To the  knowledge of the  Company,  each of the persons
listed below has sole voting and  investment  power with respect to such shares,
unless otherwise indicated.

<TABLE>
<CAPTION>
                                                             SHARES BENEFICIALLY OWNED (1)
                                                          ----------------------------------
NAME AND ADDRESS OF BENEFICIAL OWNER (2)                      NUMBER             PERCENT
- ----------------------------------------                      ------             -------
<S>                                                       <C>                    <C>
Quintel Communications, Inc.(3)                             642,857 (4)            6.1%
RS Emerging Growth Pacific Partners (Jaguar)(5)(6)          311,798 (7)            3.0%(5)
RS Emerging Growth Partners LP (Wildcat)(5)(6)              145,698 (8)            1.4%(5)
RS Premium Partners LP (Puma)(5)(6)                         185,361 (9)            1.8%(5)
Special Situations Cayman Fund L.P.(10)(11)                 101,265 (12)             *
Special Situations Fund III L.P.(10)(11)                    290,879 (13)           2.8%(10)
Special Situations Private Equity Fund L.P.(10)(11)         277,186 (14)           2.6%(10)
The Paisley Fund(5)(6)                                       75,000 (15)             * (5)
The Paisley Pacific Fund(5)(6)                              300,000 (16)           2.8%(5)
Wand Equity Portfolio II L.P.(17)(18)                     1,620,515 (19)          15.4%(17)
Wand Affiliates Fund L.P.(17)(18)                            93,771 (20)             * (17)
Wand Partners Inc.(17)(18)                                1,964,286 (21)          18.7%(17)
Robert M. and Christi M. Worsley(2)                       4,798,530 (22)          45.6%
Christine A. Aguilera(2)                                     79,150 (23)             *
Curtis D. Brown(2)                                           50,000 (24)             *
Scott R.  Dastrup(2)                                         25,999 (25)             *
Thomas C. Edwards(2)                                         53,333 (26)             *
Marisha K. Geraghty(2)                                            0                  *
Stephen R. Peterson(2)                                       16,666 (27)             *
Lyle R. Knight(2)                                           148,586 (28)             *
Thomas J. Litle(2)                                          278,786 (29)             *
Randy Petersen(2)                                            50,144 (30)             *
All directors and executive officers as a group
(10 persons)(22)(23)(24)(25)(26)(27)(28)(29)(30)          5,500,694               52.2%
- -------------------
</TABLE>
*    Less than 1%
(1)  A person is deemed to be the  beneficial  owner of  securities  that can be
     acquired  within 60 days from the date set forth above through the exercise
     of any option, warrant or right. Shares of Common Stock subject to options,
     warrants or rights that are currently  exercisable or exercisable within 60
     days are deemed  outstanding  for  computing  the  percentage of the person
     holding such options,  warrants or rights,  but are not deemed  outstanding
     for  computing  the  percentage  of  any  other  person.  The  amounts  and
     percentages are based upon 10,533,977 shares of Common Stock outstanding as
     of January 12, 2000.
(2)  The business  address for all  directors and officers of the Company is c/o
     the Company, 1520 E. Pima Street, Phoenix, Arizona 85034.
(3)  The  business  address of Quintel  Communications  is One Blue Hill  Plaza,
     Pearl River, New York 10965.
(4)  Includes  214,286  shares of common stock issuable to Quintel upon exercise
     of the warrants issued in the Company's November 1999 private placement.
(5)  RS Growth Group LLC is the General  Partner of RS Emerging  Growth  Pacific
     Partners  (Jaguar),  RS Emerging Growth  Partners LP (Wildcat),  RS Premium
     Partners LP (Puma),  The Paisley Fund and The Paisley  Pacific  Fund.  As a
     group, these  shareholders  beneficially own a total of 1,017,857 shares of
     Common Stock of the Company, or 9.7% as of January 12, 2000.


                                       2
<PAGE>

(6)  The  business  address of this  shareholder  is 388 Market  Street,  Second
     Floor, San Francisco, California 94111
(7)  Includes  207,865 shares of common stock issuable upon conversion of Series
     A Preferred Stock and 103,933 shares of common stock issuable upon exercise
     of warrants issued to RS Emerging Growth Pacific Partners (Jaguar) pursuant
     to the Stock and Warrant  Purchase  Agreement dated as of December 20, 1999
     (the "Series A Agreement").
(8)  Includes 97,132 shares of common stock issuable upon conversion of Series A
     Preferred Stock and 48,566 shares of common stock issuable upon exercise of
     warrants issued to RS Emerging Growth Partners LP (Wildcat) pursuant to the
     Series A Agreement.
(9)  Includes  123,574 shares of common stock issuable upon conversion of Series
     A Preferred  Stock and 61,787 shares of common stock issuable upon exercise
     of warrants issued to RS Premium  Partners LP (Puma) pursuant to the Series
     A Agreement.
(10) MGP Advisers Limited Partnership (MGP), a Delaware limited partnership,  is
     the general  partner of the Special  Situations  Fund III, L.P., a Delaware
     limited  partnership.  AWM  Investment  Company,  Inc.  (AWM),  a  Delaware
     corporation,  is the general  partner of MGP and the general partner of and
     investment  adviser to the Special Situations Cayman Fund, L.P. MG Advisers
     L.L.C. (MG), a New York limited liability  company,  is the general partner
     of the Special  Situations  Private Equity Fund,  L.P., a Delaware  limited
     partnership.  Austin W.  Marxe and David M.  Greenhouse  are the  principal
     owners  of MG,  MGP  and  AWM  and  are  principally  responsible  for  the
     selection,  acquisition and disposition of the portfolios securities by the
     investment   advisers  on  behalf  of  their  funds.  As  a  group,   these
     shareholders  beneficially own a total of 669,330 shares of Common Stock of
     the Company, or 6.4% as of January 12, 2000.
(11) The business address of this  shareholder is 153 E. 53rd Street,  New York,
     New York 10022-1200.
(12) Includes (i) 32,150 shares of common stock  issuable to Special  Situations
     Cayman Fund L.P. upon exercise of certain  warrants issued in the Company's
     November  1999  private  placement  and (ii) 32,143  shares of common stock
     issuable upon  conversion of Series A Preferred  Stock and 16,072 shares of
     common stock  issuable upon exercise of warrants  issued to pursuant to the
     Series A Agreement.
(13) Includes (i) 96,450 shares of common stock  issuable to Special  Situations
     Fund III L.P.  upon  exercise of certain  warrants  issued in the Company's
     November  1999  private  placement  and (ii) 94,286  shares of common stock
     issuable upon  conversion of Series A Preferred  Stock and 47,143 shares of
     common stock  issuable  upon  exercise of warrants  issued  pursuant to the
     Series A Agreement.
(14) Includes (i) 85,700 shares of common stock  issuable to Special  Situations
     Private  Equity Fund L.P. upon exercise of certain  warrants  issued in the
     Company's  November 1999 private placement and (ii) 87,857 shares of common
     stock  issuable  upon  conversion  of Series A  Preferred  Stock and 43,929
     shares of common stock issuable upon exercise of warrants  issued  pursuant
     to the Series A Agreement.
(15) Includes 50,000 shares of common stock issuable upon conversion of Series A
     Preferred Stock and 25,000 shares of common stock issuable upon exercise of
     the warrants issued to The Paisley Fund pursuant to the Series A Agreement.
(16) Includes  200,000 shares of common stock issuable upon conversion of Series
     A Preferred Stock and 100,000 shares of common stock issuable upon exercise
     of warrants  issued to The Paisley  Pacific  Fund  pursuant to the Series A
     Agreement.
(17) These  shareholders are co-managed  under a management  agreement with Wand
     Partners Inc.  Wand Partners Inc. may be deemed to be the beneficial holder
     of the shares held by Wand Equity  Portfolio  II L.P.  and Wand  Affiliates
     Fund  L.P.  As a  group,  these  shareholders  beneficially  own a total of
     1,964,286 shares of Common Stock of the Company, or 18.7% as of January 12,
     2000.
(18) The business address of this  shareholder is 630 Fifth Avenue,  Suite 2435,
     New York, New York 10111.
(19) Includes (i) 1,080,343  shares of common stock issuable upon  conversion of
     Series B Preferred  Stock and 540,172  shares of common stock issuable upon
     exercise of warrants  issued to Wand Equity  Portfolio II L.P.  pursuant to
     the Stock and Warrant Purchase Agreement dated as of December 30, 1999 (the
     "Series B Agreement").
(20) Includes (i) 62,514  shares of common stock  issuable  upon  conversion  of
     Series B Preferred  Stock and 31,257  shares of common stock  issuable upon
     exercise of warrants issued to Wand  Affiliates  Fund L.P.  pursuant to the
     Series B Agreement.
(21) Includes  250,000  shares of common  stock  issuable  upon  exercise of the
     advisory fee warrants issued to Wand Partners Inc.  pursuant to the  Series
     B Agreement.
(22) Includes  71,429  shares of common stock  issuable upon exercise of certain
     warrants  issued to The Robert  Merrill  Worsley and Christi  Marie Worsley
     Family  Revocable  Trust dated July 28, 1998 of which Mr. and Mrs.  Worsley
     are the Trustees  (the  "Worsley  Trust") in the  Company's  November  1999
     private  placement and 1,660,908 shares of Common Stock held by the Worsley
     Trust.
(23) Includes  75,000 shares  issuable upon exercise of stock options granted to
     Ms. Aguilera pursuant to the Company's 1994 Stock Option Plan.


                                       3
<PAGE>

(24) Includes  50,000 shares  issuable upon exercise of stock options granted to
     Mr. Brown pursuant to the Company's 1994 Stock Option Plan.
(25) Includes  24,999 shares  issuable upon exercise of stock options granted to
     Mr. Dastrup pursuant to the Company's 1994 Stock Option Plan.
(26) Includes  53,333 shares  issuable upon exercise of stock options granted to
     Mr. Edwards pursuant to the Company's 1994 Stock Option Plan.
(27) Includes  16,666 shares  issuable upon exercise of stock options granted to
     Mr. Peterson pursuant to the Company's 1994 Stock Option Plan.
(28) Mr. Knight serves as a director of the Company.  Includes (i) 14,571 shares
     of common stock  issuable upon  conversion of Series A Preferred  Stock and
     7,286 shares of common stock  issuable upon exercise of warrants  issued to
     Mr. and Mrs. Knight pursuant to the Series A Agreement,  (ii) 14,286 shares
     of common stock  issuable upon  conversion of Series A Preferred  Stock and
     7,143 shares of common stock  issuable upon exercise of warrants  issued to
     FISERV  Securities,  Inc.  FBO IRA R-0 for Lyle R.  Knight  pursuant to the
     Series A Agreement, and (iii) 38,500 shares of common stock issuable to Mr.
     Knight upon exercise of options to purchase  shares of common stock granted
     pursuant to the Company's Non-Employee Director Stock Option Plan.
(29) Mr. Litle serves as a director of the Company.  Includes (i) 142,857 shares
     of common stock  issuable upon  conversion of Series A Preferred  Stock and
     71,429 shares of common stock issuable upon exercise of warrants  issued to
     Mr.  Litle  pursuant to the Series A Agreement,  and (ii) 38,500  shares of
     common  stock  issuable to Mr.  Litle upon  exercise of options to purchase
     shares of common  stock  granted  pursuant  to the  Company's  Non-Employee
     Director Stock Option Plan.
(30) Mr. Petersen serves as a director of the Company. Includes (i) 3,571 shares
     of common stock  issuable upon  conversion of Series A Preferred  Stock and
     1,786 shares of common stock  issuable upon exercise of warrants  issued to
     Mr. Petersen pursuant to the Series A Agreement,  and (ii) 38,500 shares of
     common stock issuable to Mr.  Petersen upon exercise of options to purchase
     shares of common  stock  granted  pursuant  to the  Company's  Non-Employee
     Director Stock Option Plan.


                                       4
<PAGE>

                                    PROPOSAL

        TO APPROVE THE ISSUANCE BY THE COMPANY OF SHARES OF COMMON STOCK
         UPON CONVERSION OF SERIES A JUNIOR CONVERTIBLE PREFERRED STOCK
               AND SERIES B JUNIOR CONVERTIBLE PREFERRED STOCK AND
                        UPON EXERCISE OF RELATED WARRANTS

     In December  1999,  the Board of  Directors  of the Company  (the  "Board")
approved  the  designation  of  150,000  shares  of  the  Company's   10,000,000
authorized  shares of Preferred Stock as Series A Junior  Convertible  Preferred
Stock,  par value $.001 per share (the "Series A Preferred  Stock"),  and 80,000
shares of such Preferred Stock as Series B Junior  Convertible  Preferred Stock,
par value $.001 per share (the "Series B Preferred Stock"). Shares of the Series
A  Preferred  Stock and Series B  Preferred  Stock,  together  with  warrants to
purchase  shares of Common  Stock  ("Warrants"),  were  issued to  investors  in
separate private placement transactions as follows:

<TABLE>
<CAPTION>
                                                   Date of
                           Number of   Date of      Board       Number of   Number of
Preferred Stock             Shares     Issuance    Approval     Warrants    Investors
- ---------------            ---------   --------    --------     --------    ---------
<S>                        <C>         <C>        <C>           <C>         <C>
Series A Preferred Stock    91,320     12/22/99    12/09/99      652,289       19
                                                  & 12/20/99
Series B Preferred Stock    80,000     12/31/99    12/23/99      571,429        2
</TABLE>

     In addition to the Preferred  Stock and Warrants issued to investors in the
private  placements  set forth  above,  the Company  also issued an aggregate of
235,028 warrants to the placement agents who assisted the Company in the private
placements  (the  "Placement  Agent  Warrants"),  and as  part of the  Series  B
Preferred  Stock  private  placement  transaction,  the Company  issued  250,000
warrants  to its  financial  advisor in such  private  placement  (the  "Advisor
Warrants"). The Series A Preferred Stock and Warrants and the Series B Preferred
Stock and Warrants were issued  pursuant to the terms and conditions of separate
Stock  and  Warrant  Purchase  Agreements,  dated as of  December  20,  1999 and
December 30, 1999,  respectively (the "Purchase  Agreements"),  by and among the
Company and certain  investors  (collectively  the "Preferred  Issuances").  The
purchase  price of each share of the Series A  Preferred  and Series B Preferred
Stock and related Warrants was $100.00. The initial gross proceeds of the Series
A Preferred  Stock and Series B Preferred  Stock issuances were $9.1 million and
$8  million,  respectively,  before  deducting  expenses  relating to such share
issuances.  The  Company  intends  to use  the  net  proceeds  of the  Preferred
Issuances to fund the Company's ongoing e-commerce initiatives and to supplement
the Company's working capital.

     The Purchase Agreements each provide,  among other things, that the Company
will solicit its shareholders'  approval of the Company's issuance of the shares
of Common Stock  issuable upon  conversion  of the Series A Preferred  Stock and
Series B Preferred  Stock and upon  exercise of the  Warrants.  The deadline for
obtaining such approval is 180 days after the date of issuance of the respective
series of  Preferred  Stock (June 19, 2000 in the case of the Series A Preferred
Stock and June 28,  2000 in the case of the Series B  Preferred  Stock).  If the
Company's  shareholders do not approve the issuance by the Company of all shares
of Common Stock issuable upon conversion of the Series A Preferred Stock and the
Series B Preferred  Stock,  the shares of Series A Preferred  Stock and Series B
Preferred  Stock shall  become  immediately  redeemable  and the Company will be
required to purchase each holder's  outstanding shares of Preferred Stock for an
amount per share equal to 110% multiplied by the  liquidation  preference of the
shares to be redeemed plus all amounts owed to such holder pursuant to the terms
of the  Registration  Rights  Agreements  entered into in  connection  with such
Preferred   Issuances  (such  Registration  Rights  Agreements  being  hereafter
referred to as the "Registration Rights Agreement").  The liquidation preference
of each  share of Series A  Preferred  Stock  and  Series B  Preferred  Stock is
$100.00 (the "Liquidation Preference").


                                       5
<PAGE>

     Though the Preferred Issuances did not require  shareholder  approval under
Nevada or any other  applicable  laws,  the  corporate  governance  rules of the
Nasdaq National Market ("Nasdaq"), on which the Company's Common Stock is listed
and traded, require majority shareholder approval, in certain circumstances,  of
the sale or  issuance  of common  stock,  or  securities  convertible  into,  or
exercisable  for,  common  stock,  equal to 20% or more of the  common  stock or
voting  power  outstanding  immediately  preceding  such  issuance  (the "Nasdaq
Shareholder Approval Rules"). The number of shares of Common Stock issuable upon
conversion  of the  Series A  Preferred  Stock and Series B  Preferred  Stock is
calculated pursuant to a fixed conversion formula,  and such issuance,  together
with the issuance of Common Stock upon exercise of the Warrants, would result in
the issuance of a number of shares of Common Stock that represents more than 20%
of the currently  outstanding  common  shares.  Therefore,  the Company seeks to
obtain  shareholder  approval of the issuance of shares of its Common Stock upon
conversion of the Series A Preferred Stock and Series B Preferred Stock and upon
exercise of the Warrants and  otherwise  comply with its  obligations  under the
Purchase Agreements and the Certificates of Designations, Preferences and Rights
of each of the  Series A  Preferred  Stock and  Series B  Preferred  Stock  (the
"Certificates of Designations").

     Each share of the Series A Preferred  Stock and Series B Preferred Stock is
convertible into the number of shares of Common Stock determined by dividing the
conversion amount by the conversion price. The conversion amount is equal to the
sum of the  Liquidation  Preference  plus any  amounts  owed to  holders  of the
Preferred  Stock  pursuant to the terms of the  applicable  Registration  Rights
Agreement.  The conversion  price for each series of Preferred Stock is equal to
$7.00. Pursuant to the Warrants,  the holders thereof may purchase upon exercise
up to an aggregate of 1,223,718  shares of Common Stock at a per share  exercise
price of $8.00.  In  addition,  holders  of the  Placement  Agent  Warrants  may
purchase upon  exercise up to an aggregate of 235,028  shares of Common Stock at
exercise  prices  ranging  from  $7.00 to $9.12 per share and the  holder of the
Advisor Warrants may purchase upon exercise up to an aggregate of 250,000 shares
of Common Stock at an exercise price of $8.00. The exercise price and the number
of shares  of Common  Stock  purchasable  upon  exercise  of the  Warrants,  the
Placement  Agent Warrants and the Advisor  Warrants are subject to adjustment to
prevent  dilution.  As of January 12, 2000, the number of shares of Common Stock
issuable upon  conversion  of the Series A Preferred  Stock and upon exercise of
the related  Warrants  (including the Placement  Agent  Warrants  issued in such
transaction) was 2,157,602,  or 20.5% of the Common Stock outstanding as of such
date. As of January 12, 2000, the number of shares of Common Stock issuable upon
conversion  of the Series B  Preferred  Stock and upon  exercise  of the related
Warrants  (including the Placement Agent Warrants and the Advisor  Warrants) was
1,998,572, or 19.0% of the Common Stock outstanding as of such date. The Company
is obligated to seek listing approval for all shares issuable upon conversion of
the Series A Preferred  Stock and Series B Preferred  Stock and upon exercise of
the Warrants, the Placement Agent Warrants and the Advisor Warrants.

     The Company has granted  registration rights to the holders of the Series A
Preferred  Stock and Series B Preferred  Stock and the  Warrants,  the Placement
Agent  Warrants  and the Advisor  Warrants  with respect to all of the shares of
Common Stock issuable upon their conversion or exercise,  as the case may be. By
exercising their  registration  rights,  converting the Series A Preferred Stock
and Series B Preferred Stock into Common Stock and purchasing  Common Stock upon
exercise of the Warrants, the Placement Agent Warrants and the Advisor Warrants,
the  holders  of such  securities  can cause a large  number of shares of Common
Stock to be  registered  and freely  tradeable  without  restrictions  under the
Securities Act of 1933, as amended.  To the extent any such sales  occurred,  it
may have an  adverse  effect on the market  price of the Common  Stock and could
impair the Company's ability to raise additional capital.

     The following  discussion  summarizes  the material  terms of the Preferred
Issuances,  but does not purport to be an  exhaustive  discussion  of all of the
terms of thereof.  The discussion contained in this Proxy Statement is qualified
in its entirety by reference to (i) the applicable Purchase Agreements; (ii) the
applicable Certificate of Designations; (iii) the applicable Registration Rights
Agreements,  and  (iv)  the  applicable  Form  of  Warrant  (collectively,   the
"Documents')  for the  Series A  Preferred  Stock and Series B  Preferred  Stock
private placement transactions.  Copies of the Documents can be obtained free of
charge by  contacting  the  Secretary  of the  Company at (602)  254-9777  or by
reference  to the exhibits to the  Company's  Form S-3  Registration  Statements
(File Nos.  333-94099 and  333-94731)  previously  filed with the Securities and


                                       6
<PAGE>

Exchange Commission (the "SEC"). Copies of these Registration  Statements can be
obtained free of charge at the SEC's web site at HTTP://WWW.SEC.GOV.

PRINCIPAL REASONS FOR THE TRANSACTIONS

     The Board of Directors  believes that the transactions  contemplated by the
Documents,  including  the  Preferred  Issuances,  are fair to,  and in the best
interests  of,  the  Company  and its  shareholders.  Accordingly,  the Board of
Directors  has approved  such  transactions  and  recommends  that the Company's
shareholders  vote for  approval of the  issuance  of its Common  Stock upon the
conversion of the Series A Preferred Stock and the Series B Preferred  Stock. In
reaching its determination,  the Board consulted with the Company's  management,
legal counsel and consultants and considered a variety of factors, including the
following:

     1. The Board  investigated  and  considered  other  alternative  sources of
financing and determined  that the  transactions  contemplated  by the Documents
offered the most  favorable  terms of any  available  means of financing for the
Company.

     2. The Board considered that, as a result of the Preferred  Issuances,  the
Company  would  have  the  additional  resources  necessary  to  facilitate  the
implementation of its business plan.

POTENTIAL RISKS ASSOCIATED WITH THE TRANSACTIONS.

     The Board of Directors  considered  potentially negative factors that could
arise  from  the  transactions  contemplated  by the  Documents,  including  the
following:

     1. The Board considered that the remedies available to the Investors if the
Company  fails to comply with the  Documents  for any reason,  particularly  the
Investors' redemption rights and other penalties associated with non-compliance,
could have a material adverse effect on the Company's financial condition.

     2. The Board considered that the aggregate number of shares of Common Stock
issuable upon  conversion of the Series A Preferred Stock and Series B Preferred
Stock and upon exercise of the Warrants will increase in certain  circumstances,
and could result in  significant  dilution of current  shareholders'  percentage
ownership interest and effective voting power in the Company, which could affect
the market price for the Common Stock.

     The Board did not believe that the negative factors were sufficient, either
individually or collectively, to outweigh the advantages of the transactions.

THE PURCHASE AGREEMENTS

ISSUANCE  OF SERIES A  PREFERRED  STOCK,  SERIES B  PREFERRED  STOCK AND RELATED
WARRANTS

     On December 20, 1999,  the Company and the Investors  executed the Purchase
Agreement,  pursuant to which the Company agreed to issue and sell up to 150,000
shares of the Series A Preferred Stock and related Warrants, as described below.
Pursuant  to the  terms of the  Purchase  Agreement,  91,320  shares of Series A
Preferred  Stock and  Warrants  to purchase an  aggregate  of 652,289  shares of
Common Stock were issued to the  Investors  on December  22,  1999.  Warrants to
purchase an aggregate of 200,742  shares of Common Stock also were issued to the
placement agents who assisted the Company in completing this transaction.

     On December 30, 1999,  the Company and the Investors  executed the Purchase
Agreement,  pursuant to which the Company  agreed to issue and sell up to 80,000
shares of the Series B Preferred Stock and related  Warrants as described below.
Pursuant  to the  terms of the  Purchase  Agreement,  80,000  shares of Series B
Preferred  Stock and  Warrants  to purchase an  aggregate  of 571,429  shares of
Common Stock were issued to the  Investors  on December  30,  1999.  Warrants to


                                       7
<PAGE>

purchase an aggregate  of 34,286  shares of Common Stock also were issued to the
placement  agent who assisted the Company in  completing  this  transaction  and
warrants to purchase an aggregate of 250,000  shares of Common Stock were issued
to the Company's financial advisor in this transaction.

REPRESENTATIONS AND WARRANTIES.

     The Purchase  Agreements contain customary  representations  and warranties
relating to the parties  thereto and  pertaining to the Preferred  Stock and the
Warrants.  These  representations  include,  among others,  representations with
respect to: (i) the organization,  formation,  corporate structure and ownership
of the  Company  and  other  corporate  matters;  (ii)  the  due  authorization,
execution,  delivery,  performance and enforceability of the Documents; (ii) the
absence of conflicts in connection  with the  transactions  contemplated  by the
Documents;  (iv) the  absence of certain  material  adverse  events,  changes or
effects;  (v) the absence of  litigation  threatened  against or  affecting  the
Company; (vi) taxes,  employment relations and intellectual property rights; and
(vii)  financial  statements  and  financial  information  and reports and other
documents filed with the SEC and other regulatory agencies.

COVENANTS.

     The Purchase Agreements contain covenants by the Company,  including, among
others,  covenants relating to the timely filing of required SEC reports and the
provision of financial information to the Investors.

     Pursuant to the terms of the Purchase Agreements, the Company has agreed to
seek the approval of its  shareholders  of the issuance of its Common Stock upon
conversion of the Series A Preferred Stock and Series B Preferred Stock pursuant
to this Proxy  Statement.  In the event that the  Company  fails to receive  the
requisite  majority  approval of its shareholders for the issuance of its Common
Stock upon  conversion  of the Series A  Preferred  Stock or Series B  Preferred
Stock within 180 days  following the issuance,  each share of Series A Preferred
Stock and Series B Preferred  Stock shall be redeemed at a price per share equal
to 110% of the Liquidation  Preference plus any amounts payable  pursuant to the
Registration  Rights Agreement.  The Company has agreed to provide  registration
rights with  respect to the Common Stock  issuable  upon the  conversion  of the
Series A Preferred  Stock and Series B Preferred  Stock and upon exercise of the
related Warrants as described below under the caption "Registration Rights."

INDEMNIFICATION

     The  Purchase  Agreements  contain  customary  indemnification   provisions
whereby the Company has agreed to indemnify the  Investors  and certain  related
parties from losses relating to the breach by the Company of its representations
or  warranties or any of its  obligations  under the Documents or arising out of
the Investors' execution, delivery, performance or enforcement of the Documents.

THE SERIES A AND SERIES B PREFERRED STOCK

     The following is a summary of the  Certificate of  Designations  and of the
rights and  preferences  of the Series A Preferred  Stock and Series B Preferred
Stock.

DESIGNATION AND AMOUNT.

     The Series A Preferred Stock has a par value per share equal to $.001,  and
the number of shares issuable is 150,000.  The Series B Preferred Stock also has
a par value  per share  equal to $.001,  and the  number of shares  issuable  is
80,000.

DIVIDENDS.

     Neither the Series A Preferred  Stock nor the Series B Preferred  Stock has
any dividend rights.


                                       8
<PAGE>

VOTING RIGHTS.

     Holders of the Series A Preferred  Stock and Series B  Preferred  Stock are
not entitled as such to voting  rights on any matter  submitted to a vote of the
shareholders of the Company,  except as required by law. So long as the Series B
Convertible Preferred Stock is outstanding,  the holders of such preferred stock
shall have the  exclusive  right,  voting  separately  as a class,  to elect one
director to the Board of Directors of the Company.

RANK.

     The Series A Preferred  Stock and Series B  Preferred  Stock rank senior to
the Common  Stock and PARI PASSU with each such series of Preferred  Stock.  The
Company may not issue any additional or other capital stock that is senior to or
PARI PASSU with the Series A Preferred Stock or Series B Preferred Stock without
the prior written  consent of the holders of at least a majority of the Series A
Preferred Stock and Series B Preferred Stock, voting separately.

CONVERSION BY HOLDERS.

     Subject  to the  limitations  discussed  below,  each share of the Series A
Preferred  Stock and Series B  Preferred  Stock is  convertible  into  shares of
Common  Stock  at a  conversion  ratio  (the  "Conversion  Ratio")  equal to the
Conversion  Amount divided by the applicable  Conversion  Price. The "Conversion
Price" is $7.00.  The Conversion  Ratio is subject to  adjustment,  as described
further under  "Adjustment  of  Conversion  Ratio." The  "Conversion  Amount" is
defined as $100, plus any payments due under the applicable  Registration Rights
Agreements.  For  purposes  of an  example  only,  one share of either  Series A
Preferred Stock or Series B Preferred Stock is convertible into approximately 14
shares of Common  Stock ($100  divided by $7.00 = 14.286),  with any  fractional
share amounts being payable in cash.

ADJUSTMENT OF CONVERSION RATIO

     The Conversion Ratio of the Series A Preferred Stock and Series B Preferred
Stock is  subject to  adjustment  in the event that the  Company  issues  Common
Stock, options or other convertible  securities,  at a per share price less than
the current  market price per share of Common Stock or less than the  Conversion
Price then in effect, or subdivides or combines outstanding shares of its Common
Stock or  recapitalizes  or  undertakes  any other similar  event.  There are no
market reset  provisions  with respect to either series of Preferred  Stock.  No
adjustment  will be made  unless the  adjustment  would  result in a  cumulative
increase or decrease of at least 1% in the Conversion Price.

MANDATORY CONVERSION

     The  shares  of  Series A  Preferred  Stock and  Series B  Preferred  Stock
automatically  convert  into  shares  of  Common  Stock  upon  approval  of  the
shareholders  of the Company of the issuance of Common Stock upon  conversion of
the Series A Preferred Stock and Series B Preferred Stock, respectively.

MANDATORY REDEMPTION

     If the Company fails to obtain the approval of its shareholders  within 180
days of the  issuance of the  respective  series of  Preferred  Stock,  the then
outstanding  shares of Series A Preferred Stock and Series B Preferred Stock, as
applicable,  shall become immediately redeemable by the Company at a price equal
to 110% of the Liquidation  Preference plus any amounts due under the applicable
Registration Rights Agreement.

RESERVATION OF SHARES

     To ensure that the Series A Preferred  Stock,  Series B Preferred Stock and
the related Warrants can at all times be properly converted or exercised, as the


                                       9
<PAGE>

case may be, the Company  must  reserve at least 100% of the number of shares of
Common Stock for which the Series A Preferred  Stock,  Series B Preferred  Stock
and Warrants may be converted or exercised, as the case may be.

LIQUIDATION, DISSOLUTION OR WINDING UP

     In the event of any liquidation,  dissolution or winding up of the Company,
whether voluntary or involuntary,  the holders of outstanding shares of Series A
Preferred  Stock and Series B Preferred Stock are entitled to receive out of the
assets of the Company available for distribution to its stockholders,  an amount
per share equal to $100.00 plus any and all accrued interest thereon.

AMENDMENT

     No  change  is to be  made  to the  Certificate  of  Designations  of  such
Preferred  Stock  without  the  affirmative  vote of at least a majority  of the
holders of the outstanding shares of such series of Preferred Stock.

THE WARRANTS

GENERAL

     Pursuant to the Purchase  Agreements,  the Company  issued  Warrants to the
Investors in each private placement transaction.  The Warrants expire five years
after  issuance.  The Company also issued the Placement  Agent  Warrants and the
Advisor Warrants which expire five years after issuance.

EXERCISE

     The terms of the  Warrants  entitle  each  holder to  purchase  that number
shares  of Common  Stock  equal to 50% of the  number of shares of Common  Stock
initially  issuable upon conversion of such holder's Series A Preferred Stock or
Series B Preferred Stock, as the case may be. The exercise price of each Warrant
is $8.00. The exercise price of the Placement Agent Warrants range from $7.00 to
$9.12 per share and the  exercise  price of the  Advisor  Warrants  is $8.00 per
share.  The  exercise of the  Warrants,  the  Placement  Agent  Warrants and the
Advisor  Warrants is subject to customary  anti-dilution  adjustments  upon such
events as a dividend or other distribution, stock split, reorganization, merger,
and other similar events. The Warrants do not contain market reset provisions.

CASHLESS EXERCISE OPTION

     WARRANTS.  Generally,  if the Common Stock to be issued in exchange for the
Warrants  is not  registered  for  resale  in  accordance  with  the  applicable
Registration  Rights Agreement,  the Warrant holders are entitled to a "cashless
exercise"  option.  This option entitles the Warrant holders to elect to receive
fewer shares of Common Stock (the number of shares to be determined by a formula
based on the total number of shares to which the Warrant holder is entitled, the
last reported sale price of the Common Stock and the  applicable  exercise price
of the Warrants)  without paying the cash exercise price. As of the date of this
Proxy  Statement,  the Company has filed and obtained the  effectiveness  of two
separate Form S-3 Registration Statements relating to the shares of Common Stock
issuable upon conversion or exercise of the Series A Preferred Stock, the Series
B Preferred  Stock,  the Warrants,  the Placement Agent Warrants and the Advisor
Warrants.

     PLACEMENT AGENT WARRANTS AND ADVISOR  WARRANTS.  The warrants issued to the
placement  agents and to Wand Partners Inc.  contain  cashless  exercise options
that are exercisable at any time by the holder thereof.

REDEMPTION AT COMPANY'S ELECTION

     The  Company  may  redeem  all or part of the  Warrants  upon 30 days prior
written  notice at a price equal to $.01 per share of Common  Stock  exercisable
under such  Warrant if the  following  conditions  are met:  (i) the closing bid
price for its Common Stock is at least 150% of the exercise price of the Warrant


                                       10
<PAGE>

($12.00 as of January 12, 2000), as adjusted if required, for a period of twenty
consecutive  trading days; (ii) the registration  statement required to be filed
pursuant to the Registration Rights Agreement is effective; and (iii) the Common
Stock is listed on Nasdaq National Market, AMEX or the NYSE.

COVENANTS

     The Company made certain customary  covenants with respect to the Warrants,
including,  among others:  (i) the  Warrants,  and any Common Stock to be issued
upon  exercise  of the  Warrants,  are and will be duly  authorized  and validly
issued;  (ii) the Company shall reserve at least 100% of the number of shares of
Common Stock  issuable  upon  exercise of the  Warrants;  (iii) the Common Stock
issuable  upon  exercise  of the  Warrants  shall  be  listed  on each  national
securities  exchange or  automated  quotation  system  upon which the  Company's
Common  Stock is then  issued;  and (iv) the  Company  will act in good faith in
carrying out the provisions of the Warrants.

AMENDMENT

     The  provisions  of the  Warrants may be amended only after the Company has
obtained the written consent of Warrant  holders  representing at least 66.7% of
the  shares  of  Common  Stock  issuable  upon  exercise  of the  Warrants  then
outstanding.  However,  the Company may not increase  the exercise  price of the
Warrants,  decrease  the term of the  Warrants or decrease  the amount of Common
Stock issuable upon exercise of any Warrant  without the written  consent of the
holder of such Warrant.

REGISTRATION RIGHTS

     The  Registration  Rights  Agreements  provide for  mandatory  registration
covering  the resale of all shares  issued or issuable  upon  conversion  of the
Series A Preferred  Stock and the Series B Preferred  Stock, as the case may be,
and the maximum number of share  issuable upon exercise of the related  Warrants
(as  issued or  issuable,  the  "Registrable  Securities")  and  grants  certain
piggyback  registration rights with respect to the Registrable  Securities.  The
Registration Rights Agreement contains customary covenants and agreements of the
respective  parties  concerning  the  registration  of the Common  Stock and the
incurrence of certain costs and expenses in connection  with the  obligations of
the  parties  thereunder,  as well as the  agreement  of the  parties to provide
customary indemnification from material misstatements or omissions in connection
with any  registration of the Common Stock as required.  The Company must have a
registration  statement covering the Registrable  Securities  declared effective
within 90 days after the issuance of the  applicable  Series A Preferred  Stock,
Series B Preferred Stock and related Warrants.

     If the Company (1) fails to file a registration statement within 15 days of
the  issuance;  (2) fails to file a request  for  acceleration  within 5 days of
receipt of notice from the SEC that the registration statement is not subject to
any  further  review;  (3)  has  its  registration  statement  cease  to  become
effective; (4) has its Common Stock delisted; (5) has its Common Stock suspended
for any reason for more than 5 days;  (6) has to suspend the exercise  rights of
the holders of the Warrants for any reason;  (7) materially  breaches any of the
Documents  and fails to cure such  breach  within  30 days  after  notice of the
breach;  or (8) postpones or suspends filing or  effectiveness of a registration
statement pursuant to Section 3(n) of the Registration Rights Agreement for more
than 45 days in any 12 month period (each  individually  being referred to as an
"Event"),  the Company must pay each holder of the Series A Preferred  Stock and
Series B Preferred Stock, as the case may be, a liquidated  damages amount equal
to 2% of such  holder's  purchase  price of their  Series A  Preferred  Stock or
Series B Preferred  Stock,  as the case may be, for each 30 day period until any
such Event is cured.

VOTING REQUIREMENTS

     Each holder of Common  Stock is  entitled  to one vote per share held.  The
affirmative  vote of holders of a majority of the  outstanding  shares of Common
Stock of the  Company  entitled to vote and present in person or by proxy at the
Special  Meeting is required for approval of this  Proposal,  provided  that the
number of shares  present  in person or by proxy  constitutes  a quorum.  In the


                                       11
<PAGE>

event that a quorum is not present or  represented at the Special  Meeting,  the
shareholders entitled to vote at the meeting present in person or by proxy shall
have the  power to  adjourn  the  meeting  until a quorum  shall be  present  or
represented.  Proxies  solicited  by the  Board of  Directors  will be voted for
approval of this Proposal.

THE BOARD OF DIRECTORS RECOMMENDS A VOTE FOR THE APPROVAL OF THE ISSUANCE OF THE
SHARES OF COMMON  STOCK  UPON  CONVERSION  OF THE SERIES A  PREFERRED  STOCK AND
SERIES B PREFERRED STOCK AND UPON EXERCISE OF THE WARRANTS.


             SECTION 16(A) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

     Section 16(a) of the Securities Exchange Act of 1934, as amended,  requires
the Company's  directors,  executive officers and beneficial owners of more than
10% of the Common Stock to file with the SEC initial  statements  of  beneficial
ownership and statements of changes in beneficial  ownership of the Common Stock
and other equity securities of the Company held by such persons. Except as noted
below,  the Company  believes,  based solely upon a review of the copies of such
beneficial  ownership  statements  furnished  to it,  that during the year ended
December  31, 1999,  all Section  16(a) filing  requirements  applicable  to the
Company's  officers,  directors  and  owners of more  than 10% of the  Company's
Common Stock were complied with.


                 CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

     On April 19, 1996, the Company  entered into an agreement  with  OrderTrust
LLC (formerly  LitleNet  LLC), a company in which Thomas J. Litle, a director of
the Company, has a controlling ownership interest,  pursuant to which OrderTrust
LLC provides the Company with order processing  management services. On December
4, 1998,  the  Company  entered  into a new  agreement  with  OrderTrust  LLC to
continue  to  provide  such  services.  In fiscal  1999,  the  Company  incurred
processing fees of approximately $450,000 pursuant to such agreements.

     On May 12, 1999,  skymall.com,  inc., a wholly-owned subsidiary of SkyMall,
Inc. entered into an agreement with Ran Decisions,  Inc., a Colorado corporation
doing  business  as  Frequent  Flyer  Services.   The  agreement  provides  that
skymall.com, inc. acquires the right to utilize Frequent Flyer Services' Mileage
Manager Service, which is currently being offered on SkyMall's skymalltravel.com
Web site.  Randy Petersen,  a director of the Company,  is President of Frequent
Flyer Services.

     As  of  the  Record  Date,   Quintel   Communications,   Inc.   ("Quintel")
beneficially owns 6.1% of the Common Stock of the Company.  On November 5, 1999,
Quintel and the Company  entered into a strategic  marketing  agreement  whereby
Quintel will offer the Company's  products through Quintel's new  MultiBuyer.com
website,  as well as through  Quintel's  other online  assets.  The parties also
agreed to other cross-selling and promotional opportunities.


                SHAREHOLDER PROPOSALS FOR THE NEXT ANNUAL MEETING

     Any stockholder  who wishes to present any proposal for stockholder  action
at the next Annual Meeting of  Stockholders  to be held in 2000,  must have been
received by the Company's  Secretary,  at the Company's offices,  not later than
January 7, 2000,  in order to be included in the Company's  proxy  statement and
form of proxy  for that  meeting.  Such  proposals  should be  addressed  to the
Corporate  Secretary,  SkyMall,  Inc., 1520 East Pima Street,  Phoenix,  Arizona
85034.  If a shareholder  proposal is  introduced at the 2000 Annual  Meeting of
Stockholders  without any  discussion  of the  proposal in the  Company's  proxy
statement,  and the  stockholder  does not notify the Company on or before March
22,  2000,  as required by SEC Rule  14(a)-4(c)(1),  of the intent to raise such


                                       12
<PAGE>

proposal at the Annual  Meeting of  Stockholders,  then proxies  received by the
Company for the 2000 Annual  Meeting will be voted by the persons  named as such
proxies  in their  discretion  with  respect to such  proposals.  Notice of such
proposal is to be sent to the above address.


                                 OTHER BUSINESS

     The Board of Directors is not aware of any other  business to be considered
or acted upon at the Special Meeting other than those described above.

                                         By Order of the Board of Directors,




                                         Robert M. Worsley
                                         Chairman, Chief Executive Officer
                                         and President
Phoenix, Arizona
February 1, 2000


                                       13
<PAGE>

                                      PROXY
                                 [FRONT OF CARD]

                                  SKYMALL, INC.
                              1520 EAST PIMA STREET
                             PHOENIX, ARIZONA 85034

                    THIS PROXY IS SOLICITED ON BEHALF OF THE
                       BOARD OF DIRECTORS OF SKYMALL, INC.
                     FOR THE SPECIAL MEETING OF SHAREHOLDERS

     The undersigned  shareholder of SkyMall,  Inc., a Nevada  corporation  (the
"Company"),  hereby  acknowledges  receipt of the  Notice of Special  Meeting of
Shareholders,  dated January 24, 2000,  and hereby  appoints  Robert M. Worsley,
Christine A.  Aguilera and Stephen R.  Peterson,  and each of them,  proxies and
attorneys-in-fact, with full power of substitution, on behalf and in the name of
the  undersigned,  to  represent  the  undersigned  at the  Special  Meeting  of
Stockholders of SKYMALL, INC. to be held at the corporate offices of the Company
located at 1520 East Pima Street,  Phoenix,  Arizona 85034 on March 10, 2000, at
10:00 a.m., local time, and at any  adjournment(s) or  postponement(s)  thereof,
and to vote all shares of Common Stock that the undersigned would be entitled to
vote if then and there personally present, on the matter set forth below.

     To approve the issuance of shares of the Company's  common stock, par value
     $.001 per share (the "Common  Stock"),  upon  conversion  of the  Company's
     Series A Junior Convertible Preferred Stock, par value $.001 per share (the
     "Series A  Preferred  Stock"),  and Series B Junior  Convertible  Preferred
     Stock,  par value  $.001 per share (the  "Series B Preferred  Stock"),  and
     exercise of related  warrants to acquire shares of Common Stock, all on the
     terms and conditions set forth in those certain Stock and Warrant  Purchase
     Agreements,  dated as of December 20, 1999 and  December 30, 1999,  between
     the Company and the undersigned investors thereto.

         [  ] FOR                  [  ] AGAINST               [  ] ABSTAIN


                 CONTINUED AND TO BE SIGNED ON THE REVERSE SIDE


<PAGE>

                                [REVERSE OF CARD]


THIS PROXY, WHEN PROPERLY EXECUTED,  WILL BE VOTED IN THE MANNER DIRECTED BY THE
UNDERSIGNED  STOCKHOLDER(S).  IF NO DIRECTION IS MADE,  THIS PROXY WILL BE VOTED
FOR EACH OF THE LISTED PROPOSALS

Dated: _____________, 2000

                               Signature _______________________________________
[Shareholder Name/Address
Label]
                               Signature if held jointly _______________________

                               Please sign exactly as name appears at left. When
                               shares  are held by  joint  tenants, both  should
                               sign.  When  signing  as  an attorney,  executor,
                               administrator, trustee  or  guardian, please give
                               full title  as  such.  If a  corporation,  please
                               sign in full corporate name by president or other
                               authorized officer. If a partnership, please sign
                               in partnership name by authorized person.


PLEASE MARK,  SIGN,  DATE AND RETURN THE PROXY CARD PROMPTLY  USING THE ENCLOSED
POSTAGE-PAID ENVELOPE


I  [ ]  will      [ ]  will not attend the Special Meeting



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