Some customers such as 'Creative Group', one of the largest post production house in NY, exposed this feature to their customers. Add the items to order queue and request for different formats in different medium. May be 1000 DVDs or Blue-Rays. eMAM will trigger an email to configured email address. Person who receives the order will fulfill it based on the request. We have integration with robotic blu-ray making systems like Rimage.
A Another use of 'Order' feature is monetizing the content. Only HD (http://www.only-hd.com/) is an example. They run their stock video library in eMAM video platform.