he EBay model forms a reliance on technology which can result in alienating some demographic groups although this is suggested will diminish over time and will see minimal impact to the overall success. EBay recognise there is a potential for counterfeit products to be listed which can result in legal issues for EBay and potential negative perceptions from consumers due to the nature of the model in which the seller who lists the product is responsible for the item. As a system which relies on technology EBay acknowledge there can be potential for abuse from either the buyer or the seller which affects both the business (EBay) and the consumer (Buyer or Seller) therefore steps are necessary to safeguard both parties through protected policies and procedures. Due to the nature of the on-line buy/sell relationship within EBay the ability to increase activity within the marketplace is limited and there is a reliance on those involved in the transaction to drive the sales unlike traditional retail models in which control can be flexed from the retailer. Opportunities The acquisition of Skype moves the business into communications and further multi channel operations which can develop the current model to promote change and drive growth whilst developing new strands for the business. Growth through the financial sector can be developed within the PayPal function owned by EBay. Current practice for the EBay model places focus on the domestic market however there is the potential for wider business to business transactions which with potential large contracts could see a larger participation return for the business. Coupled with the current domestic market EBay dominates there is the opportunity to move into specialist markets although this may require a partner in the form of an established auction house. Overall the business has the opportunity to grow income in 2008 due to the impact of the >