Independent research firm, Forrester Research, Inc. has cited ITC Infotech in its report, “Travelers are cashing in on Loyalty Programs - How US online travelers redeem travel Loyalty Points and Rewards”, dated 16th November, 2009. The report cites Finnair as an example of a company developing mobile-friendly features and applications to enhance the loyalty program utility. The report states – “Smartphone users - Twenty-three percent of business travelers who are active loyalty program members already own a Smartphone like a BlackBerry Storm or an Android — and more will follow. Developing mobile-friendly features and applications to enhance the loyalty program utility is essential. Finnair is an example of an airline doing this. Working with ITC Infotech, the Finnish flag carrier created an SMS-based application that lets its Finnair Plus loyalty program members know when business-class seats are available for upgrades. Members need only text “U” back to the airline to accept the upgrade.” This report talks about how US online business travelers who are active in travel loyalty programs are more likely to use online channels for trip planning and are more likely to own a smartphone. Targeted at eBusiness & Channel Strategy Professionals, the report sheds light on keeping loyalty programs relevant and profitable, by focusing on the three main pillars of eBusiness: merchandising, engagement, and value.