11 PROVIDE BETTER INTEGRATION for LOYALTY PROGRAMS Loyalty programs are struggling with in New York with American Express creating proper value exchange to Membership Rewards points, why promote for repeat engagements with can’t the same customer have an their underlying brands. In developing American express phone that is paid markets, loyalty programs have long for via American Express purchases embraced “airtime” as one of the most made with the mobile payment option? coveted currencies to their consumers. Why could frequent flyer programs not Can data plans for connected devices cover roaming charges with mileage? not simply be paid off with loyalty points? If a customer can pay for taxis 107