Back in the 1980s, Data Broadcasting Corporation (DBC) developed a product called MarketWatch to deliver real time stock quotes to a PC via cable television.

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Theoretically one way to game the contest would be to trade in and out of positions using real-time quotes, which would give a trader the advantage over others in the contest, who used delayed quotes when they tracked their portfolio on the channel's Web site.

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In another example, Cognizant built an app for an insurance company enabling their field organization to provide real-time price quotes.

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Where the value is known--like a heavyweight boxing championship or real-time stock quotes--the content owner will be able to charge consumers on an a la carte basis.

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For free real-time stock quotes, go to www.advfn.com.

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Moving all those trades, now conducted mostly by phone between dealers and their customers, to a transparent exchange would cut into margins: If everyone can see price quotes in real time, the spread between the bids and offers will narrow.

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