Xellular Identity - All About Mobile Content & Marketing

Ringback Tones TV Commercials

Hi everyone,

Today I decided to address another aspect of marketing, a mass communication marketing activity, i.e.TV commercials. To me, it is very interesting to see commercials from different mobile operators from around the world and look which aspects of the ringback tones service each one chooses to present.

For your convenience and fun, I'm adding here each commercial as I cover it, so you're welcome to read, watch and enjoy :)

The first commercial comes from Orange Israel:

What I liked here is that Orange presents how an ordinary and dull 'ring ring' sound can be replaced with a much more fun tone (which is actually Orange Israel's name for the service). The commercial doesn't take us to the mobile arena literally, rather displays a metaphoric example of anther dull 'ring ring' situation of a young guy pressing the door's buzzer and waiting to be answered.

The second commercial comes from T-Mobile Czech Republic:

Here, T-Mobile empowers the ringback tones subscriber - he can change the caller's mood by playing a fun dial tone...

The third commercial comes from Hutch, India.

Here, Hutch emphasized personalization. As a ringback tones subscriber (or Caller Tunes) I can set different tunes for each of my friends, so they all enjoy while waiting for me to answer. Like the first example of Orange, Hutch doesn't place the commercial at the mobile arena and we get to link the metaphoric example to the Caller Tunes service later on.

The fourth commercial comes from Cosmote Greece:

[For some odd reason, at YouTube there's no sound, so you can download the video from here as well]. What I liked here is the suspense the commercial puts you in. Everyone calls Yargo - but why? This commercial also empowers the ringback tones subscriber, he\she becomes popular since everyone wants to dial his\her number...

Well, I hope you enjoyed it. If you come across other commercials, feel free to send over the links or post them here as a comment :)

What Motivates Mobile Phone Buyers? Self-expression

Once again, self expression is one of the main motivations when buying a new mobile phone. According to NPD,

“What motivates buyers when they choose a new mobile phone? Many factors come into play, of course, but having the desired capabilities and a flip-phone form factor rise to the top most often.

With a couple of exceptions, buyers have ranked these two criteria highest (roughly 40 percent) over the past seven quarters. That’s testament to the fact that experienced phone buyers know what they want in a phone and make purchases based on these factors.
The third most often cited reason for choosing a particular phone is that it is a “good brand,” which again reflects a mature market. Buyers have obviously come to trust certain handset makers over others.”

Also, when drilling down, we see that self expression is rated the highest among the youth age group:

“Age can play a role as well in the purchase of a handset. Among the various age groups, different profiles emerge based on the top purchase motivator. For example, buyers 18 to 24 chose “it’s a cool phone” as their top motivator for buying a handset during the last year. Those 25 to 44 most often chose “had the capabilities I wanted.” And consumers 45 and older chose “flip phone / can be closed” as their top criterion for purchase.

Based on age and the top purchase motivator, three distinct target groups emerge:

• The youngest buyers seek a desirable device that reeks of “cool” (design is key, but the phone has to deliver on functionality, too).
• Young to middle-aged buyers want a wide range of capabilities. Getting just the right combination is the trick, so the device must strike a balance between popular must-have features and those that might just be nice to have.
• For people just past middle age and the older crowd, a solid flip phone will suffice; however, it shouldn’t lack basic capabilities and the brand is still important, too.”

[via NPD]

The Friday Feed

Hi all,

I wanted to let you know that my dear friends, Nick Wright, Savka Andic and Jan Kuczynski from mobileYouth (part of the Wireless World Forum) have a new blog called The Friday Feed.

At 3GSM, the World Forum Research team recorded a series of podcast interviews with a wide mix of attendees. One of them was my colleague, Tal Dagan, which was interviewed about the Klonies.

If you're interested, you can listen to Tal's podcast here. Also there are a lot of other interesitng podcast so head over and pay a visit at The Friday Feed.

Enjoy!

Interviewing John White on Digital Music (Part IV)

Welcome to the fourth part of the digital music coverage. Today, John White of Portio Research Ltd will be visiting here. If you missed the previous parts you can follow these links: Part I, Part II, Part III.

Let's welcome John:

Hi John. Thank you for coming back, how are you? :)
Hi Xen, thanks a lot, I’m doing great thanks.

Today you’ll present the second part of iPhone…
Yes! Here’s what Portio Research has to say about it:

Top spec = top price

Many analysts and industry observers have suggested that the price tag Apple has set for iPhone is too high. We don’t agree with this, we think the prices set, USD $499 (for 4GB) and USD $599 (for 8GB version) are perfectly acceptably to the kind of consumers likely to be interested in such a top-spec handset such as the iPhone. As Jobs pointed out, the $499 price is approximately equivalent to the cost of purchasing an iPod and one of the current market leading smartphones, and we believe consumers will understand this value proposition. More importantly, Apple is only looking for 1% market share, and those 1% of consumers are likely to be in the very top tier of buyers – the kind of people who want a top spec handset and a top spec iPod are the kind of people who are not put off by a high price tag, they have the cash and they want the latest cool device, and we believe Apple will easily find 10 million such consumers in 2008.

Also, during that keynote address Jobs alluded several times to ‘the future’, to ‘more products’, to ‘changing the mobile phone industry’ and so on. Clearly Apple have plans to roll out a whole range of devices over the next few years, and just like the iPod this range is likely to include both high-end and mid-range devices, to broaden appeal to a greater selection of consumers. Two years from now we could expect to see a super-high-end 3G iPhone, perhaps boasting a 5 mega-pixel camera and a massive 60GB of storage and in-built VoIP capabilities.

Equally, at the other end of the spectrum the range may include an entry-level product with a slightly limited range of features priced lower, perhaps at only a couple of hundred Dollars. While even this lowest priced model will remain a premium product over many competitors, this is congruent with Apple’s brand strength and market positioning.

Market impact

As the months now pass after Jobs’ presentation on Jan 9th, the end-user is unlikely to notice any significant changes in the mobile handset market before 2009. Few of these devices will actually make it into consumer’s hands in 2007, at least few outside the domestic US market, and even when Apple achieves its target 1% market share – which we think it will easily achieve – still 99 out of every 100 consumers will not see any changes to the handsets they are using. However, the real significance of the iPhone will show through in the handsets made and shipped by other manufacturers, mostly those who DO ship hundreds of millions of handsets each year.

iPhone sets new standards and new consumer expectations of what a mobile lifestyle device can and should do, and while Apple defends its patents, other manufacturers will find new ways to deliver better devices with better user interfaces to the mass market. We await the 2008 handset ranges from Nokia, Motorola, Samsung and SonyEricsson with great anticipation. The challenge is there to be met, and if these huge players in the handset industry meet it, that can only be good news for everyone, especially consumers.

Thank you John!

This ends up this coverage of the Digital Music market in 4 parts, brought by John White of Portio Research Ltd. Tune in next Thursday for my next series! :)

Ringback Tone Marketing: Make RBT a Top Revenue Generator

Today, the ringback tone is becoming one of the biggest mobile entertainment revenue generators. In some operators Ringback tones are overtaking ringtones sales. In Europe and North America there’s a 60%-80% of ringback tone potential end-user-coverage, 80%-90% wireless operators are expected to launch the service by end 2007, and at least one operator in each Western European countries and almost all in North America has already launched the service. Also analysts forecast a substantial RBT market growth in the upcoming years.

At present, most of the operators are facing various challenges in the way to increase Ringback Tone service penetration, create on going usage of content, increase the awareness and in general turn ringback tones into a more successful service.

Understanding operators' needs and challenges and after the great success of the first Fun Dial Marketing Seminar in Budapest last year, we, the Comverse Fun Dial (Comverse’s Ringback Tone brand) team, will hold the first ever public seminar in Miami USA on April 18th-19th, solely focused on marketing. The Seminar is targeted for all players in the ringback tone eco-system, i.e. mobile carriers, record labels and content providers. TThe main focus of the seminar is sharing best practices, success stories and key success factors with the RBT community.

If you're interested in taking part in this event or sponsor, please contact me.

Enlarging The Pie

According to Cellular News, the mobile content and services market will continue to grow dramatically as services and applications reach maturity and new services begin to gain traction, and the value of the mobile entertainment market, including music, games, TV, sports and infotainment, gambling and adult content is forecast to increase from $17.3 billion in 2006 to nearly $77 billion by 2011, while content aggregators are fleeing the ringtone dance floor and struggling to look for new ways to increase mobile content consumption.

The latest vendor is Moderati, a Santa Monica, California-based ringtone provider. The company has announced that it has been acquired by Bellrock Media, a content company with operations in the in the United States and Japan.

Content Providers should work together with the operators so they could have a better offering for the consumer. What I mean by this is, for example to offer bundle of a ringtone, ringback tone, a video clip and a wallpaper of the hottest music artist on the neighborhood. This enlarges the pie and each player's share of the pie. So everyone wins eventually.

Interviewing John White on Digital Music (Part III)

Welcome to the third part of the digital music coverage. Today, John White of Portio Research Ltd will be visiting here. If you missed the previous parts you can follow these links:

Interviewing John White on Digital Music (Part I)

Interviewing John White on Digital Music (Part II)

Let's welcome John:

Hi John. Thank you for coming back, how are you? :)
Hi Xen, thanks a lot, I’m doing great thanks.

Today you’ll be covering the iPhone…
Yes! Here’s what Portio Research has to say about the iPhone:

The day after we published our ‘Digital Music Futures 2007-2011’ report, Steve Jobs of Apple Inc. announced the impending release of the new iPhone. What impact will iPhone have on the mobile music market?

It would be hard for anyone to deny that once again Apple have produced a stunningly desirable looking device. The iPhone that Steve Jobs unveiled on Tuesday 9th January, during his keynote presentation at the MacWorld Expo in San Francisco, looks cool, sexy, fun, easy to use and extremely powerful. Apple has surely set a new benchmark for the user interface. What does this mean for the mobile industry and who will see iPhone as a threat, and who will see it as a reason to celebrate?

Good news all round

The answer is that most players in the mobile industry should find this announcement a good reason to celebrate, as this is generally good news for most players and good news for the industry as a whole. We have argued for years that the user interface on most mobile handsets needs to be easier to use to encourage greater use of non-voice services, and while Jobs stated that Apple have filed many patents with this product, which they intend to defend, a standard has clearly been defined and other manufacturers must now step up and meet the challenge.

The iPhone certainly does not represent a major threat to the dominant position of the leading handset vendors. Apple has set a target of achieving 1% market share in 2008, that’s sales of 10 million iPhones in a market of 1 billion handset sales. Considering the high-profile announcement and the months of rumour and speculation that preceded it, a target of 1% after 18 months in the market seems quite low, but that simply emphasises that the iPhone is not targeted as a mass market device.

One of the defining factors that separates Apple products from the rest of the market is the innovative design and the uber-cool image that consumers attached to many of Apple’s products. If this chic, leading-edge image was lost then a lot of the appeal of Apple, and the premium price fans pay, would be lost, so it is actually not in Apple’s interests to become a mass market manufacturer with double digit market share. Just take a look at what happened to the Motorola RAZR. When it was first released it was expensive, chic, desirable and very up-market, yet within 2 years the device is so widely distributed that it is now considered “old news” and it has lost all its cutting edge fashion appeal. That simply is not a space Apple wants to occupy.

Finding a place in the market

In the broader mobile handset industry, Nokia will ship well over 300 million handsets in 2007 and 2008, Motorola should ship well over 200 million, Samsung over 100 million and SonyEricsson should also be aiming to reach close to 100 million. Compared to these, Apple’s target of 10 million should not be cause for any great concern. Where Apple will be causing major worries is in the high end smartphone and PDA market. Manufacturers such as Palm, RIM, Dell, HP and i-mate have every reason to be concerned, and devices such as the Motorola Q, the Samsung Blackjack and the Blackberry range from RIM now face serious competition from the iPhone.

Apple has a number of challenges ahead, not least the lawsuit launched on January 10th by Cisco for infringement of its copyright name, iPhone. Beyond that legal dispute, Apple needs to ensure it has sorted out hardware issues that have plagued iPod. While most consumers can suffer having no portable music player for a few days or even a week or two, while there iPod is being repaired, such breakdowns are totally unacceptable with a $500 Dollar smartphone. The kinds of consumers who pay top-Dollar for a fully featured smartphone don’t like to be parted from their device for an hour, let alone a week. Hopefully such hardware issues will not be a problem. Apple computers have always met high standards of quality and reliability, and as a niche product hopefully the iPhone will also be built to industry leading standards.

OK Xen, I'll tell you more about the iPhone next Thursday, so stay tuned!

Thank you John!

Let Your Voice Be Heard - Vote!

"Oh, did you mean Cingular's Answer Tones, 3's Dialtunes, Francetelecome's Fun Tones, or Cosmote's Calling Tunes...? And in Israel, is it Funtone (Orange) or Pleasant Waiting (Cellcom); in the UK, is it Calling Tunes (Orange) or Caller Tunes (T-Mobile)? "

-Confused?
-It's clear. There's a name problem!

To put an end to this, as well as increase consumer's awareness to the ringback tones service, there's a new search for a generic name. We hope one of the following will replace all the operator-related attempts to create a brand name for the service -- but we want YOU to make your stand!

Please vote:

I'll run this pole until the end of February and then publish here the results. Thank you for your participation! :)

Also - if you have other ideas for a name - please write a comment.

Carnival of the Mobilists - Khosla Post of the Year!

Celebrating the GSM together with the new mobile year, now and it’s finally time to celebrate!

As you know, the Carnival of the Mobilists is a weekly celebration of the best writing about mobile from around the world. This post brings you the best writing of the year and is therefore definitely worth reading in full and voting on your favourite one.

I was very lucky to get included in the 10 finalists (out of over 50 entries which were received), so as Russell puts it - "what we have here is the creme de la creme for you to enjoy."

Enjoy and don't forget to vote online for post of the year (password: mobilists) :)

Carnival of Mobilists at Wireless World Japan

Better late than never, right...? Jan Kuczynski has the 61st edition of the Carnival of the Mobilists up at Wireless World Japan, in fine matsuri style, so head over! Nice work Jan and sorry for the late link.

Interviewing John White on Digital Music (Part II)

Welcome to the second part of the digital music coverage. Today, John White of Portio Research Ltd will be visiting here.  If you missed the first part you can follow the link.

Let's welcome John:

Hi John. Thank you for coming back, how are you? :)
Hi Xen, thanks a lot, I’m doing great thanks.

Who are the big players in the global music market? Are there new players in the neighborhood at the era of digital music?
Obviously the music industry is dominated by the big 4 record companies - Universal, SonyBMG, Warner and EMI. Much of the decline over recent years has been attributed to the rise of digital music and the increase in unlicensed file sharing (first Napster, then LimeWire and so on) and illegal peer-to-peer file sharing. It goes without saying now that the music industry looks at developments online very seriously. With the rise of YouTube and MySpace and similar sites becoming major players in the marketing of music, and with increasing numbers of mp3 download sites available, some online players stand to become very influential in the music market. If MNOs get it right and build market share in the download market they too stand to become quite significant in the music market.    

What is the future of retail music sales in comparison to the mobile music?
We forecast physical CD sales to continue declining and digital sales to grow steadily.

What are the estimates for music handsets market?
Without giving away too many of the details from our new study, we forecast a very strong future for the sales of mp3 enabled mobile handsets. We estimate that there will be over 1.7 billion mp3 enabled handsets in circulation by 2011, representing a little over 40% of handsets in use worldwide at that time.

Will the mobile kill the stand-alone MP3 players?
Not exactly, no. We believe that the mobile handset will become the primary portable music device for the mass market, but as the whole digital music market grows, so sales of stand alone mp3 players will continue to grow also – so it’s good news for everyone! There will also remain to be a hard core of dedicated music fans who will carry both, as the stand alone players will maintain a lead over mobile handsets in terms of playback quality, storage capacity and so on.

What can you say about the importance of music to the mobile telecoms industry and the impact of digital music on 3G services?
If the services are structured right and priced appropriately, we believe that digital music has the potential to become a fairly substantial ARPU booster for operators. Music will never generate the kind of revenues that SMS makes, but as a value added non-voice service music could become a great revenue booster for operators.

Any examples of marketing best practices in the music/mobile music industry?
Yes, but we’ve written another entire report about that, called ‘Strategies for Creating End-User Demand for Mobile Data Services’, so readers will have to check that out on our site for more details!

What can you say about the positioning of major players and advertising opportunities in the digital music market?
We see substantial opportunities for major brand advertisers to use mobile music as a way to move more advertising spend onto the mobile platform. We believe there are great opportunities to sponsor or subsidize downloads and we think youth-focused brands could make a real impact here.

What are the key drivers for mobile music appeal?
The appeal of music is widespread. To be fair, as with most other services on the mobile platform, the youth segment will surely lead the market as the early adopters, but it would be foolish and short-sighted to think the market starts and ends there. Music is widely enjoyed by all ages from 9 months to 90 years old, so mobile music services should be designed to appeal to all age groups and demographics. Services need to be easy-to-use, cheap, quick and reliable, and the spread of content on offer must appeal to all tastes. Driving the uptake of OTA services will need innovative marketing, which may be where the advertisers come into play, and mobility will need to be positioned as complimentary, not competitive to wireline services. If consumers can believe there is little difference in price between downloading OTA or on the PC at home, they will download OTA whenever they feel like it.

Do culture and orientation influence mobile music consumption? How?
Sure, in all the obvious ways that culture influences taste in music.

Which are the most developed mobile music markets?
Japan, South Korea, the UK, the USA is fast coming on.

What is going to be the next *big thing* in the mobile music market?
Seeing if the price is right!

Also, I just thought about it, do you want to say something about the new iPhone?
OK Xen, I'll tell you what I have to say about the iPhone - but you'll have to tune in next Thursday for it!

Thank you John!

Prepaid Ringback Tones

Today I want to present a very creative strategy for marketing ringback tones and ringtones: the Fun cards.

Hutch is advertising new Fun cards for ringtones, Caller Tunes and a card for Caller Tunes Shuffle. These cards have a 16-digit code which users can buy in shops. There is a wide selection of cards with different tones. After taking the time to choose, users scratch the Fun card for the code and SMS it to 123. Within seconds, they will receive the ringtones or the caller tune they had requested to play on their Hutch phone.

What's in it for the mobile operator you ask?

First, and most important, the Fun cards marketing strategy enables impulsive purchase of ringback tones (i.e. short decision making and leveraging the need for immediate gratifications). Second, it increases ringback tones’ visibility in points of sale. Third, it positions Hutch as an innovative, creative, dynamic and cool mobile operator.

Also, this form of buying ringback tones enables a subscriber to purchase a Fun card for any other mobile subscriber, friend or family and give it as a present. And you can always use it yourself :)

To view Hutch's ad click here

Myxer: Sending Your Web Content to the Mobile

Myxer.com (a service of mVisible), the place where you can easily make and share mobile content, has announced the launch of MyxerMagic - a free download that lets you send any online image to your mobile or your friends’ mobile right from your web browser.

The browser extension can be downloaded for free. After downloading you’ll find the “Myxer - Send image to phone!” command on your right mouse-click menu. Also you can re-size, re-shape and manipulate the image to best fit a phone’s display before sending it. MyxerMagic works with ANY mobile device that accepts MMS regardless of your operator.

“Myxer is about more than just customizing your mobile phone with ringtones and wallpapers - it’s really about leveraging the respective strengths of the internet and the mobile phone to make digital content easily discoverable and accessible anywhere you are […] MyxerMagic completely rewrites the rules of how user-generated content is consumed, because for the first time ever, all digital content is one click away from being mobile content.”

I took Myxer to a test drive and really liked Myxer! However, there are two points to be considered: the copyrights issues and spam. A few more things intrigued me so I asked the Myxer people, and here are their answers:

What is your business model?
Myxer: mVisible's main sales channels are the selling of advertising on its Myxertm Web site and on mobile phones, as well as offering content providers the option to sell premium content. 

How is Myxer positioned in this market?
Myxer: mVisible's main competitors are the existing mobile ecosystem and an uneducated market that needs to be informed that Myxer provides greater access for both content providers and mobile phone users alike. It offers more diversified content, it works on any mobile carrier, and it supports a free marketplace. While there are other companies dabbling in the "off-deck" mobile content space, mVisible is the only company to provide the full range of proprietary Myxer technologies and services combined.  Other companies doing parts of what Myxer does include JivJiv, Xingtone, PocketFuzz, Phonezoo and MyNumo.

What are the barriers to users' adoption of Myxer?
Myxer: The biggest barrier to adoption is the lack of standards that exist on cell phones today.  Each cell phone and carrier combination can present to the user a completely different user interface for downloading ringtones and wallpaper from that of a different combination. We spend a great deal of time and effort on user education in this area so it really has become lemonade out of lemons because this has become a unique company advantage for us. The standards and user education problem is becoming and will become less acute over time because there are improvements being made to the user interface and the users are becoming educated in how this works for their particular environment. 

Thank you Lynn, the most dedicated PR manager I’ve met so far! :)

Interviewing John White on Digital Music (Part I)

I'm happy to welcome John White from Portio Research Ltd to review the market of mobile music here at Xellular Identity.

John White is Business Development Director for Portio Research and has over 17 years experience in the technical publishing industry. Working in the IT sector previously and in the telecoms industry for the last 9 or 10 years, John has extensive experience in the mobile sector. John has been Editor and contributing author for the newly-released Digital Music Futures 2007-2011 report. 

So first, let's meet John:

XM: Hi John. Thank you for visiting Xellular Identity :) How are you?
JW: Hi Xen, thanks a lot, I’m doing great thanks, I hope you are too?

XM: I'm great thanks, great things are happening lately! What brought you to the world of mobile?
JW: I spent a lot of time working in IT and publishing, and I came into the world of mobile through that route about 10 years ago, as a publisher.

XM: What takes up your time other than mobile?
JW: Mostly my three kids, but also my wife, my dog, running, kung-fu, a lot of reading, a bit of rock climbing, fixing up the house, trying to keep my family as ‘green’ and environmentally friendly as possible, enjoying watching lots of movies and many more interests besides…when my children allow me time for them!

XM: Well, heading going to the music market, what are the estimates for mobile music market for the next years?
JW: Overall, we forecast 5 or 6 years of healthy growth for the entire digital music market. How much of that market is mobile will depend on a number of key factors, not least price.

XM: The guys at Mobhappy predict that: “Full-track music downloads over mobile will largely fail, leading operators and content providers to finally realize there are other aspects to mobile music”. What do you think?
JW: Reading that article, I can only agree that IF price and user-friendliness are not sorted out, full-track OTA downloads will never take off as a mass market service. Operators and record companies need to work together to set the price at the right competitive level to stimulate demand. OTA downloads cannot command much of a premium over wireline downloads, as the value-add is pretty minimal. Maybe some teenagers may think that downloading the latest music track from a certain artist is an essential activity that cannot wait a few hours, and so those few may be prepared to pay a substantial premium for the service. But, for the majority of people, if an OTA download is twice the price or five times the price of the same track bought online using a wireline connection, then most people will be happy to wait until they are at home and can download the track for much less. With iTunes setting the $0.99 USD / £0.79 GBP price point as an industry benchmark, we believe that MNOs will be limited to pricing OTA downloads in the $1 to $2 Dollar (approx £1.50 GBP) range in order to remain competitive. MNOs may think this sounds low, but if it successfully stimulates high demand and the MNOs then manage to win considerable market share, establishing themselves as a major route to market for record companies, then the prices should lead to a solid boost to ARPU through growing volumes of downloads.

XM: Lately, I hear many speak about the decline in the ringtones market, is this correct? What is the reason for this trend? What about ringback tones?
JW: Yes, we believe so - let’s face it, if full track downloads are priced at only 1 or 2 dollars, who will want to pay $5 bucks for a ringtone? Of course, we do not forecast instant overnight destruction of the ringtone industry, no, as there will still be huge (and growing) demand in markets where music download services are not yet available. Ringtones and ringback tones will continue to grow in the huge Asian markets (China, India, Thailand, Bangladesh, Pakistan, Indonesia, etc) and in other regions, but in 3G markets such as Western Europe, as OTA music download services proliferate, ringtone prices will surely collapse. Demand for ringtones will diminish in these regions over the coming years.

XM: How does the mobile music industry affect the global music market?
JW: The overall value of the worldwide music industry has been in decline for several years, falling from a high-point of $39.7 billion USD in 2000 to just $32.1 billion USD in
2006. However, we believe that the value of the global music market is set to reverse and grow again back to $38.8 billion USD by 2011. The reason for the growth in the market is the increased consumption of digital music. Revenue from physical sales of music (CD singles and albums) will continue to decline, but the value of digital music will grow over the coming years. Mobile will contribute to this growth, but as mentioned previously, it all depends on getting the price and marketing right.

John White will be here next Thursday for more talkin' about the music market. If you can't wait, you can read more info regarding the report on Digital Music Future by Portio Research, you can follow the link.

Thank you John and see you next week! :)