1. Normal quotes (i.e. LTC/BTC instead of BTC/LTC, NMC/BTC instead of BTC/NCM, etc.)
2. Transparency
3. FIX Protocol
4. Liquidity Rebates
5. Professional trading platform
6. Margin
7. Shorting
8. Every possible pair combination (i.e, LTC/BTC, NMC/BTC, NMC/LTC or LTC/NMC)
9. >99% server uptime
10. Free altcoins for registering.

6. I assume you mean margin call? Because ''margin'' isn't a ''thing''
7. That would mean centralizing exchanges more as it means you bet against the broker.
8. You don't want too many pairs, you want the essentials. Many reasons for that.