If this is to be the premier exchange, then having merchant software integrated would be a good idea. What I mean by merchant software is the ability for consumers to pay directly and instantly out of their wallets into the merchant's at a real-time local currency exchange rate. Based on my conversations with brick and mortar merchants, if they could easily (without waiting for transfers between BTC wallets) swap between BTC and local currency, they would be much more likely to adopt BTC.