Welcome to segment S3 Marketing. And S3 here will refer to Simple Marketing. So the agenda will be for me to explain what Simple Marketing means. I'll give you some Key Examples. I'll talk about the Cross Country implications and then with the Cross Industry Implications. So, let's get started. Okay, so what is Simple Marketing? Simple marketing as with small marketing can mean many different things. And it's about matching the more simplified demand needs of consumers. The Noon NOPI matching, which sometimes it's much lower. And in a related sense it could be consumers not wanting any frills in their products. And therefore that'd make it a little cheaper for them and I'll give you some examples in a moment. And it could also refer to things like maybe a cell phone. And this is a convergence product because here we have of course a phone but we also have the camera, a very good one at that, and a lot of different apps. All in one product. So, this is Convergence. A very good example of Convergence. Okay, so, some examples. So, as for no frills, we have low-cost carriers like Ryan Air and Easy Jet, and here in Asia, we have Air Asia as well. So you get on the plane, but that's about it. You get the ride, but ask for drinks, and food, and even newspapers, that has to be paid for. Also other examples of making things simple. Simple in terms of Noon Nopi, making them more convenient might be set menus and so, here in Asia, if you go to many restaurants, we have set meals where everything is included the, appetizer, the main meal, the dessert, and the drinks. So there's no worry about what has to be decided for each item. And this, of course, is often referred to as the Prix-Fixe, as well. I talked about combining a lot of things into one product, and so I showed you a very high tech IT product which was the smartphone. But even old tech products like shampoo and conditioner can be combined into one product. Instead of fasting around in the morning when you're showering. Where is my shampoo, where is my conditioner. It can all be contained in just one product. There's another simple example, which is the BMW iDrive controller. That's what I started out this whole course by explaining. And it's this controller that IB, excuse me, BMW benchmark from the gaming industry, from joysticks. Where at the touch of a hand, just at your fingertips, you can control tens if not hundreds of different settings. While you're keeping your eyes on the road, and making you, of course, safer. So this, I think too, is a very good example of simple marketing. Okay, so from a Cross Country standpoint, what are the implications? I think the simple implication is that Noon Nopi. The demand for simplicity is not the same everywhere. So, here across countries 1 and 2, they might be similar, but not necessarily. In some countries, they need for simplicity might be even greater. So the Noon Nopi has to be lowered that much. Whereas in other countries, they don't like simplicity. Maybe they welcome complexity. Well, this notion of uses word very carefully. There's no offense intended, but, so called damming it down, you don't need to dam it down everywhere. You don't need to simplify it everywhere. Some more geeky countries, they actually want it harder. So that is I think the beauty of Noon Nopi, the fact that it's not the same everywhere so that has to be adapted from an international marketing standpoint. Okay so from a cross industry implication standpoint, we have to understand how other industries simplify things usually. I think the emphasis is much more on simplification as opposed to making something more complex. And we could do that at the surface levels, especially in terms of demands, especially in terms of understanding, how different industries none the less have similar simplicity issues at the consumer level, but in terms of how they did it, that has to be much more structural, more technology based, whether it's material science, whether it's chemical reaction, how did they solve those problems in, let's say, Industry B? So that analogy, that search for similarity has to be done at a multi level way. So summing up, simple marketing is about making consumer lives simple. And as we saw, many examples in life can be found. And for cross country implications, we have to test whether that need for simplicity will be the same or will differ across countries. As for cross industries, we have to search for similarities, analogies that only at the surface, but also at the structural level across industries.