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BILL AULET: In regard
to market segmentation,

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let me give you a
very concrete example.

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One of the companies that I
started with, Thomas Massie--

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it was actually his technology
started with sensible devices

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then we created
SensAble Technologies--

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was a revolutionary 3D
interface into the computer.

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Basically, it was a robot that
allowed you to feel things

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in the computers.

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It was like a 3D
mouse next to it.

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But I could feel it
as I've moved in here.

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I could feel what I saw.

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And I could lift it up and
down, I could twist it around,

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I could move it--
extraordinary technology.

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And I could actually
deform what I saw there.

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So for the first
time people could--

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they could see things
in the computer.

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They could hear things
in the computer.

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But for the first time,
they could touch it as well.

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Extraordinary breakthrough.

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It allowed all types
of things to happen.

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You could now play games, that
way you could feel things,

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you could do
medical simulations,

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you could do-- interact
with 3D objects in ways

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that people couldn't imagine--
have imagined before.

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Blind people could now use it.

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There was just-- it was a target
rich environment of things

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that we could do.

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And we made a list of all
the things we could do.

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It was extraordinarily long.

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Crazy ideas.

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Ideas that were inappropriate.

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But we had to come up
with a way to move forward

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that was aligned with our
passion and our values.

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So what we did is we
made a matrix that

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listed at the very top
the top markets that we

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were going to be involved with.

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And for instance, one
of them was an animator.

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That was the customer.

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So in this it was the--the
industry was the entertainment

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industry.

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And I apologize for
this being too small,

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but we'll put online an
example of this matrix

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because it's going
to be very detail.

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But while the industry,
entertainment, was relevant,

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what was much more relevant
was, who was the end user?

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Who was the end user?

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And in this case, the end
user was an animator--

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be it Pixar, be it Industrial
Light and Magic, be it Disney.

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All these people had
a real need to move

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three-dimensional
objects around.

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And we decided not to focus
on a 2D, but strictly the 3D.

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So within that, we had to
say, that's the end user.

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What exactly are they doing?

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And in three dimensions,
what they were doing was,

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what was the application
that they were doing?

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And the application was
they were sculpting,

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they were painting, and
there might be some dynamics.

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So you've seen 3D movies.

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So they have to create
the short shapes.

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They have to sculpt them.

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They then paint them
to be a certain color,

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and they paint them
in three dimensions.

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And then they move them around.

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And so all of these
things were things

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that our animators we're doing
in a very non-intuitive way.

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But as soon as I could
have our three device,

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they could do that.

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And so when we go down to what
were they going to use it for,

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now, we could have
the specific benefits

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that they were going to be
achieved from this as well.

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And we could-- we gave
a detailed description

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of the benefits that
they would get from this,

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then we would say, what
does the market look

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like-- market characteristics?

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Then we talk about who are
the current players that

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are out there doing that, so
we can see the as-is state-- so

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why we're better.

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And you can see through this
whole matrix that we layout.