In 2012, Sony Ericsson will become Sony. Xperia will have a new iconic design and new groundbreaking technology. It is the name representing Sony Smartphone. A series of new phones are queuing up for the consumers. We are also expecting Xperia to be connected to the Sony network so as to provide the richest and never before contents of movie, music and gaming experiences in the near future. In short, a lot of great stuff is about to happen. It's beyond smartphone. We think this is the right time for Xperia to create a high impact communication campaign. If we are talking about a different user experience, the way our campaign communicates should be a different experience as well.