I DON'T WANT TO MAKE IT ECONOMICALLY UH G UH COMPETITIVE I WANT I WANT TO MARKET IT AS EXCLUSIVE SO I WOULD MARKET THIS PRODUCT IT AT EIGHTY NINE EUROS AND COME UP WITH SOME REALLY BEAUTIFUL EXTERIOR DESIGN OR SOMETHING TH BUT BUT I DON'T THINK WE HAVE THAT FLEXIBILITY THEN TWENTY FIVE EUROS IS PROBABLY A HIGH PRICE FOR A COMMONER GARDEN STAN STANDARD T. V. SO THE PLACE UH REMOTE THE THEN THE PLACE WE'RE GOING TO JUSTIFY THAT COST IS THROUGH THROUGH DESIGN THROUGH MAKING IT A A SLEEK ELEGANT HIGH PRICED BASIC REMOTE DOES THAT MAKE SENSE HUH MM YEAH WE PROBABLY SHOULD WE WE'RE DOING ALRIGHT FOR TIME AND IF I'M COMING IN WITH A WITH WITH TWENTY FIVE EUROS WHICH IS MID MARKET PRICE UM THEN WHAT AM I GOING TO GIVE THESE PEOPLE FOR THIS SO THAT'S JUST MY QUESTION BUT WE CAN KEEP TALKING OKAY SORRY THAT KINDA CUT INTO YOU THERE WELL NO JUST I I WOULD I WOULD ADVOCATE FOR CONTINUING TELETEXT AND THOSE WOULD BE THE BASIC COMMANDS UM AS FOR YOU KNOW THE THE CASE DESIGN UH MAYBE I'LL COME UP WITH MORE CONCRETE IDEAS RIGHT NOW IT'S JUST THE IDEA OF SIMPLICITY AND SLICKNESS CUTE AND SMALL UM HOW MANY PEOPLE HOW MANY PEOPLE ACTUALLY USE EVERY FEATURE THAT AR YOU KNOW I LIKE THESE TRAINABLE REMOTES AND THINGS LIKE THAT WHERE YOU KNOW IT'S JUST SO CONFUSING TO DO TO USE ALL THESE FUNCTIONS WHERE I THINK THE LARGEST PORTION OF THE MARKET IS JUST GONNA YOU KNOW THEY LOST THEIR T. V. REMOTE THEY NEED ANOTHER ONE THAT'LL WORK WITH THEIR T. V. THEY WANT SOMETHING THAT LOOKS NICE THAT THAT THAT ISN'T GONNA BREAK WHEN THEY DROP IT THAT YOU KNOW THAT MAYBE IT'S IT'S ERGONOMIC IT FEELS GOOD IN YOUR HAND SOMETHING LIKE THAT I THINK THAT'S GONNA BE WHERE YOU'RE GONNA FIND THE BIGGEST YOU KNOW MARKET SHARE SO WE ARE LOOKING FOR SOMETHING THAT LOOKS GOOD AND JUST WORKS RATHER THAN LOOKING FOR ANY SPECIAL FEATURES IS THAT BECAUSE I THINK AS WE AS WE ADD COSTS FOR THINGS LIKE UH FOR LIKE IF WE ADD THE VOICE RECOGNITION AND THINGS LIKE THAT I THINK YOU KNOW WHAT PERCENTAGE OF THE OF THE UM OF THE MARKET IS ACTUALLY GONNA USE THAT MAYBE FIVE PERCENT YOU KNOW AND HOW MUCH RIGHT YEAH OKAY I'M SORRY UH SORRY I DIDN'T MEAN TO CUT IN I'M NOT THE BOSS OKAY YOU KNOW SELL UH THINGS COME TO MY MIND IS UH UH SOMETHING THAT'S UH UM VOICE ACTIVATED I KNOW WE'RE GETTING INTO SOME I HOPE SOME BIG MONEY ON THIS THING BUT IS THAT FOR OVER HERE OKAY ALRIGHT US US USER INTERFACE 'CAUSE UH AND I THINK OF VOICE ACTIVATED I THINK OF OF HOW MANY TIMES I'VE I'VE LOST MY MY REMOTE AND I CAN'T FIND IT SO SOME WAY THAT I CAN I CAN FIND MY REMOTE BY CLAPPING MY HANDS OR SOMETHING UH AND AND SO SO UM BUT THIS 'S JUST SOMETHING I'M TRYING TO FIND SOME BELLS AND WHISTLES 'CAUSE WHEN THEY TALK ABOUT TEL TAKING OUT TELETEXT IT'S LIKE WHAT ARE WE GONNA PUT IN WHAT MAKES THIS THING ATTRACTIVE AND IT'S ONLY FOR TELEVISIONS SO WE EVERYTH OUR OUR COMPETITION OUT THERE HAS GOT THESE THESE MULTIPLE ADAPTORS WHERE THEY CAN USE 'EM FOR THEIR V. C. R. S THEIR D. V. D. S THEIR THEIR TELEVISIONS AND WE'RE COMING OUT WITH ONE REMOTE FOR TELEVISION ONLY AND SO TO ME WE HAVE TO MAKE THIS A REALLY SPECIAL PRODUCT I I I DON'T S I REALLY HAVE TO SAY I DON'T SEE THE MARKET NICHE FOR THIS PRODUCT AT THIS PRICE I DON'T SEE IT YET I'M I I GO ALONG WITH THIS BECAUSE THIS IS WHAT WE'RE GIVEN TO TRY TO MARKET BUT I I DON'T SEE THE MARKET NICHE FOR THIS PRODUCT HMM WITHOUT WITHOUT SOME REALLY SORT OF SOMETHING REALLY SPECIAL TO IDENTIFY IT AS AS UNIQUE IN THE MARKET BUT WE TH THAT SHOULD BE DESIGN YEAH THAT SHOULD BE THE DESIGN BASICALLY I THINK TECHNOLOGY WE'D WE WE'RE NOT IN THE PRICE RANGE TO DO IT WE DON'T HAVE THE MONEY TO DO IT TOWARDS T F TECHNOLOGY SO WE SHOULD WE SHOULD AIM AT DESIGN YEAH YEAH OKAY WE CAN SELL IT IN UNITED STATES I HAVE A QUESTION UH FOR YOU DOES ANY OF THE UM THE FEATURES THAT PEDRO'S SPOKEN ABOUT HERE HAVE ANY IMPLICATIONS WE MIGHT NOT HAVE THOUGHT ABOUT ON IN TERMS OF JUST PURE FUNCTIONALITY IN TERMS OF MAKING IT WORK OR THE COST OF THAT OR I THINK WE'LL BE OKAY OKAY 'KAY CHEERS ONTO PARTICIPANT FOUR WELL YOU KNOW FOR MARKETING F MARKETING FOR ME IS UH AND UH HOW DO I GO HERE OKAY MM YOU CAN JUST CLICK IS THAT RIGHT YOU JUST CLICK ANYWHERE AH HA YEAH WHAT FOR ME IS IT UM I D I DON'T KNOW WHAT I'M MARKETING RIGHT NOW OKAY 'TIL YOU SPOKE AND WHEN I WROTE THIS I DON'T KNOW WHAT I'M MARKETING I JUST KNOW THAT I I WAS IDENTIFIED AS A A WE IDENTIFIED OURSELVES AS A AS A DEVELOPER AS A MANUFACTURER AND AS A AS A UM DISTRIBUTOR T TO OTHER WHOLESALERS AND SO THE TH THE TWENTY FIVE EUROS THAT WE'VE IDENTIFIED AS THE SALE PRICE IS A WHOLESALE PRICE RATHER THAN A RETAIL PRICE THAT'S WHAT WE DECIDED HERE UM SO WHAT I DID IS I I DECIDED THAT THAT THIS THIS NEEDS TO BE A PRODUCT IN A IN A SENSE CAN MARKET ITSELF SO WHAT WE'VE IDENTIFIED HERE AS OUR MAIN MARKETING STRATAGEM IS IS IN DESIGN WE'RE MAKING THE MOST BEAUTIFUL ATTRACTIVE UH WHATEVER WE DECIDE IT IS SO THAT MEANS WE HAVE ABOUT SEVEN MORE MINUTES OR TEN MINUTES LEFT UM SO I WOULD LIKE TO HAVE A PRODUCT THAT THAT WE CAN SELL EASILY SO I SAY INSPIRATION SO HAVING SOMETHING BEAUTY SOMETHING ATTRACTIVE UH SOMETHING THAT IN A SENSE WILL SELL ITSELF UH INNOVATION I THINK FITS INTO WHAT WE'RE TALKING ABOUT HERE WITH DESIGN UH CUTTING EDGE TECHNOLOGY I DON'T THINK WE'RE GONNA HAVE THAT THESE WERE IDEAS I WAS PUTTING TOGETHER UM UNLESS WE COME UP WITH SOME NEW AGE PRODUCT A AS FAR AS THE CASING IS CONCERNED I I WANNA MAKE THIS THING SOMETHING THAT I CAN IDENTIFY AS SPECIAL IN SOME WAY SO MAYBE WE CAN HAVE SOME I I TALKED ABOUT ENVIRONMENTALLY SENSITIVE UH MAYBE WE HAVE A PRODUCT THAT CAN BE IDENTIFIED IN SOME WAY AS ADVANTAGEOUS IN A HOME I DON'T KNOW THESE ARE JUST THOUGHTS UH I WANTED TO TALK ABOUT UH WHO WE ARE AS A AS A CORPORATION THAT WE'RE NEW WE'RE AGGRESSIVE WE'RE COMPETITIVE WE'RE WE'RE TRYING TO PROVIDE A PRODUCT FROM A NEW PERSPECTIVE RATHER THAN FROM AN OLD CORPORATE LINE SO TO ME IT'S ABOUT SELLING D UH OUR IDENTITY OUR CORPORATE IDENTITY ALONG WITH THE PRODUCT UM WHAT I FOUND IS THAT THE PROJECTED COSTS ARE COMPETITIVE MM-HMM