Thorsten Gerhard Heins
Analyst · Citigroup. Please go ahead.
If you talk about where we spend marketing and how we drive adoption of the portfolio, there’s a plethora of different activities that we’re actually running and that we’re also funding. And this is not just what you see, probably, in above the line and on TV. It goes way further than that. It’s really training of the sales reps, it’s video assets that we deploy in order to get people familiar with the great BlackBerry experience. It’s in traditional media, it’s in carrier promotion. So there’s lots of activities going on. And then we do this product by product, and we do this region by region. So it’s a huge variety within those marketing initiatives. But again, as I said before, these initiatives need to be planned, they need to be well executed upon, once time comes to execute on them. And our carriers are with us, and they’re helping with promoting BlackBerry 10. But certainly there’s also, as I said, it’s a new experience, it’s a new platform, it’s a plethora of new products coming out, and you don’t do this in step function. This is stuff that takes a bit of time, and takes some investment. But, again, we are happy that customers are buying our product. We’re getting great reviews on the user experience being different than what’s out there. And I think I said this on the last call, I’m so proud, and I’m so happy, that we’ve built our own platform with BB10 that allows us to be different, to be differentiated, to be segmented, to clearly understand who we’re targeting as BlackBerry. Not to be a me-too, based on an open OS and based on an open application framework. That matters to us. That matters to our customers. That’s what we’ve expressed in our marketing campaigns. That’s what we’re focusing on. We’re seeing good traction with it.