Activation of alkyl substrates in condensed phase with ozone

A process for oxidizing an alkyl substrate, the process comprising combining an alkyl substrate and ozone in a liquid phase medium comprising a branched alkane activator and a protic additive, wherein the branched alkane activator is a compound capable of reacting with the ozone to form a hydrotrioxide intermediate and the protic additive is a compound capable of forming a hydrogen bond with the hydrotrioxide intermediate, and further wherein the ozone oxidizes the alkyl substrate to products comprising an alcohol, wherein the alkyl substrate is selected from linear and cyclic alkanes.