They can target passengers according to their profile, such as those who might be candidates to buy business-class seats in the future, or who fly in business class when their company pays.

WSJ: El Al, Virgin Atlantic Are Airlines That Auction Upgrades to Business Class

In January Philips began consolidating 400 servers into two data centers that can allocate storage space on-the-fly to those departments that need more without having to buy more disk drives.

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