RIA (Rich Internet application) — multifunctional Internet applications which are able to pass necessary part of the user’s interface to a web client, leaving the most part of data on a server. RIA- applications do not require installation of additional software and are run directly in a browser, locally, in a special safety environment.

First RIA-based applications appeared in 2002 and since then have become widely popular. With their help browsing the Internet has become fascinating and multifarious. RIA- applications also allow to raise efficiency factor of commercial sites, doing their navigation convenient and interesting for a user. Thus, the use of multifunctional Internet applications on a company’s site, and also the possibility to build multimedia advertising in RIA can affect the loyalty of visitors favourably.

There are some advantages of RIA- applications which can be used in business:

- Creation of a convenient and functional interface. Loyalty of clients, and consequently the profit from your site grows. It occurs due to the introduction of cross-sells, sales of more expensive goods, interactive advertising.

- Reduction of expenses. Direct sales are replaced with online sales which is rather attractive for a modern user.

- Data visualisation. All information, including graphic data presentation, plots and diagrams, is presented to clients in a format convenient for perception with the use of multimedia.