The Wish PHP SDK by ContextLogic allows to access the API to implement shopping services into mobile applications. Developers can access guides to retrieve product variations, create a product, and update a product.
Even though Alaska Airlines was one of the first airlines to offer an iPhone application, allowing travelers to check-in and use their phone as mobile boarding pass, early efforts were essentially just "screen-scraped" from the companies website, providing a very poor user experience, not really delivering on the process of the mobile web. Since you're a ProgrammableWeb reader, you can probably guess what the company needed. After all, mobile has fueled API growth.