Lower and mid trap activation
T-spine extension and rotation mobility. Often times t-spine extension (or lack there of) is partly responsible for difficulty during the standing over head press and completing a pullup without the scapula elevating and the thoracic spine going into kyphosis.
Lower trap strengthening.
You can use this as a plyometric/RFD (power) movement, or as an activation prior to over head pressing.
These are very good exercises for strengthening the shoulder. We use a lot of the band exercises to increase shoulder strength, and do a lot of scapular stab exercise, and exercises with PNF patterns.
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Competition bound 2014