• rich media such as online video and interactive applications into their web sites;
• selection of mobile commerce services which exploit the usage of mobile phones and other portable wireless devices such as laptops around the world. The potential of mobile commerce is evident from research by Wireless Intelligence (2008) which found that at the end of 2007, globally there were 3 billion subscriber connections (representing half the planet's population) with penetration rates in developing countries such as India (21%) and China (41%) showing the potential for future growth;
• using location-based tracking of goods and inventory as they are manufactured and transported