The Challenges of Branded Digital Experiences

More and more users are going to opt out of downloading your branded apps. So some of the challenges that we're seeing within the marketplace is finding those ways to differentiate your experience. I kind of make another analogy here of what we're seeing and what we've seen in the airline industry. Matter will bring that standardization, that basic experience that's going to be okay for most users. But companies are going to have to look at ways to offer that upgraded experience for users that are seeking out a more immersive set of features and functionality.