Good ideas:
  • Security Token
  • Tie to in game chat
  • Tie to market wards search (and buy)
  • Tie to retainers, allow listing items already on retainer
  • Tie to LS calendar, allow events to be scheduled, signed up for etc.

In game chat was enabled through an outside site for FFXI already the ability to do this is already partially coded for FFXIV, you need to be logged in game for the service to work but I've seen people talk from a PC through a website to ppl in game in FFXIV. It was buggy as hell but if an outsider can get it to work even partially I'm sure SE can enable this feature.