eBay faced a problem of not adapting quickly enough to changing consumer needs. To solve this, eBay launched an NFC-powered Authenticity Guarantee service that provides increased safety, trust and transparency to customers. This service uses NFC tags to authenticate products. It resulted in 2 million authenticated items, $2.9 billion in increased revenue in the first year, 90% customer satisfaction on authenticated transactions, and 11 million new eBay buyers.