The mobile environment enables airlines to pursue co-branded opportunities and partnerships with retail and online stores so that loyalty program members have more avenues to earn and burn. The transformation of rewards that can be tracked and redeemed from a mobile device into a traveling form of currency points to how airline-related retailers are responding to consumer demands for more rewards flexibility. “Mobile devices present unique opportunities for us to reach our customers and offer them benefits that make their travel and other activities easier and more convenient,” said Karen May, spokeswoman and public relations manager for Chicago-based United Airlines, an industry leader in mobile rewards programs. “Last month, we began offering our MileagePlus X mobile app to a test group of members, enabling them to use their mobile devices to earn miles when making purchases at certain stores.” Get the full story at Mobile Commerce Daily Read also "Mobile is shaking up traditional loyalty marketing programs"