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For Delta Air Lines, having an outsized presence at a technology trade show makes perfect sense.
The world’s third largest airline by revenue, which flies 200 million passengers a year, made several tech-focused announcements at CES, built an activation with Starbucks and used the four-day conference to strengthen brand partnerships.
“[There’s] 345 of the Fortune 500 companies here. Many, if not all, of those companies are our customers,” said Tim Mapes, Delta’s chief marketing and communications officer and a 30-year veteran of the airline.