When i think of what i look for in a phone, i have my five pillars, not necessarily in any order, but i'm looking for a great camera. I also want a great battery life, or a great battery experience and then there's just a hole bunch of things that wrap into the experience of using a phone. So once you have your kind of product direction, product strategy ready, then you know what you're going to focus on. We know we have to deliver a fast and smooth experience. That's why we have a ninety hurts amala display. It all follows, follows the stratagy you have. At least that's how we approach it over here....