American passengers who travel with Delta Air Lines from La Guardia Airport in New York can now download their boarding pass onto their cell phone prior to their flight. That way these passengers will no longer have to wait in line at the Check In desk when they arrive at the airport and instead walk straight towards the Gate. There the mobile boarding pass and the passenger's identity will be checked.
This shows how ‘recognition’ by brands becomes extremely relevant to the consumer: it means comfort. Each time consumers let go of some part of their identity, each time brands learn something more about them, consumers will be helped better, faster or more completely. This is how the dialogue has value for both parties.
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