Defense companies may think that their customers are military services and intelligence agencies, but the real customer is a political system that can change its mind about priorities overnight.

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"You may have a very sophisticated system but the real test is how that ultimately leads to timely evacuation and actionable information, " Vatsa said.

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The company also ensures that phone calls are not answered by a system, but by a real human being every time.

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But that also means introducing real rewards (see also Level Up, a new transaction system where consumer cash bonuses are integral to shopping).

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That was clearly not a "love" match but from Real Tennis it is generally accepted the modern tennis scoring system and terminology evolved.

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Of course it was important for iJukebox to build a slick interface and features but the real challenge was in licensing recorded music, publishing, and performance rights and implementing a transactional system that is painless for users.

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But falling short of real-time price displays, the system would be less effective than exchange trading in stopping a counterparty in a trade from defaulting--or a fire from quickly spreading.

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