PayPal has announced the PayPal X program, which will provide software developers access to APIs. This will allow PayPal functionality to be built directly into third party applications. Without this ability, users had to be redirected to PayPal to use the service. Built in PayPal functionality could prove extremely useful in apps for mobile phones, and could open up the possibilities of what could be purchased from them. This can be seen as a necessary move in the online payment processing market which PayPal doesn't dominate as it once did. With offerings coming from Google and Amazon, PayPal needs to adapt and get creative to stay ahead.