Use case

AllFriends Media is an online retailer specializing in selling DVDs online through a successful retail store. The key to the success of the online store has been a social networking experience through other sites allowing users to write detailed reviews on movies, suggest movies to friends, and tag items that other friends might be interested in.

As competition increases with the online DVD market and with the introduction of video download, margins are slim and sales are down. In fact, the business has realized that sometimes they are not the lowest price for an item they sell. They see an increasing trend of users searching the site, reading reviews, and going to buy the DVD elsewhere or buying it on-demand.

Rather than losing all the revenue from these users, the business would like to capitalize on this experience by offering users the ability to buy titles and direct downloads from other vendors directly on the website.

In order to do this, the business would like to add real...