 So, like Don said, my name is Maurizio Verbieri, I'm the head of sport for Samsung, and you might ask, what do you guys do in sport? Not so much, for the time being, but we have awesome ideas. Just to be clear and assess what kind of very tough crowd I have, who has read Ready Player One. What? Three people? Are you serious? Who has watched The Matrix? Still, not all the heads come out. All right, no problem. So, we are quick. If you have to ask us a diara and sport, what does come in mind? I'm pretty shy, I haven't starched, but I don't bite, unless I'm asked, so what's the deal? Virtual reality football stadiums. Imagine watching the English River League match in the virtual reality environment, virtual reality stadiums. It's boring in real life, I should have watched it in VR, but I do get... So is that the treat ticket to London or to Manchester? Unless the rights are with the organizers that will make you pay 150 bucks to watch. Fair enough. You can use it for training. All right, that's it, training. That's what came to mind first. All right, anyone else wants to add? I want to play football with your favorite federal stars, next to you, or with you as a team. That's good. That's actually good. Okay, so it's all fair. I think that all this is going to happen one way or another, sooner or later. I think that sport and VR are the perfect combination, because it's something that is live. It's something that we want to be in their shoes. Who doesn't want to be the greatest cricketer? Unless you're not Indian. Or who doesn't want to be Messi? Or Cristiano Ronaldo? On the pitch, at least, not when it goes up. But this is something that is going to happen. This is something that brings you into the action, and you can actually beat the action. Imagine a situation in which you are sparing a thousand bucks to go at Emirates Stadium and watching Arsenal getting defeated. But that happens quite often, don't laugh. Instead of going there, you're actually watching it with your friends at home. And if they are unruly, because you don't like them anymore, because they are supporting the other team, you kick them out. They cannot even trash their plates, right? Because it's a plate. Think about education. Actually, NFL teams, NBA teams, NHL teams, they are already using this technology to prepare all the personnel to the different situations on the field, or on their rink, or on the court. That's how you want to be. That's the best way to say, this is where I need to be if I have to release the shot and score. And you can actually have the immediate feedback, right? Because if you move properly, the ball is going to go in. So this is something that is going to affect the full production chain of the sport industry. The sport industry is around $100 billion per year. So it's substantial kind of money that goes around. So it's something for the clubs to protect their assets, to improve player performances, to make sure that they don't get injured, but also for brands to be part of something that might be left out. So say that you are not the official beer brand for the Champions League. What prevents you to create your own virtual stadium and advertise against content that would be more expensive? Or you don't have the rights for that, right? At the same time, you can invite other people to watch that. And also for the users. So how do I experience a game? Do I watch it from the pitch? I watch it as a 2D, but with friends in this virtual environment. It depends. It depends on how you set it up. It depends on what kind of experience you want to have. There are companies, some of them, their representatives are here. So please go and talk to them. I'm going to point them out. One, two, three, and four. They are actually recreating the event by using the data that is being captured during the game. So the players are moving, are running, are jumping, are going left and right. They are shooting. All that data is already available, right? So what you do when you watch game on TV, you actually watch the telecast. That's the video feed. But what prevents to recreate that event in another way by using other data points? And who owns that? How can you use that? How can you distribute that? How can you monetize that? This is a fascinating part of the industry. If I can give a suggestion, if you have bright ideas and you want to put them into VR, you can see what can be done in sport because it's the fastest growing industry when it comes to this kind of things. Even though it's kind of risk averse, at least you are going to have fun watching lots of sport. Who doesn't like sport? That guy. So it's going to be very, very interesting. It's going to be, knowing what we are going to do five years from now, how we are going to experience a football game or a rugby match or a cricket or the eye, it's going to be totally different because we are going to be there. You can be watching something from the perspective of the stumps or you can be the ball or you can be the car. You can be the player, yes. Or you can watch the game while the players are around you. This is a choice. So my colleagues are like, yeah, but going to the stadium is great. You have a different experience. You know, it's outdoors, whatever. It's going to be a choice. My opinion is that it's going to end up where I have the tickets, where I have the chance to go there, where we still go there. But if I don't, and I want to invite all these probably 110 people in one single place without having to leave our real homes and show up all together and somewhere else and share whatever needs to be shared. In this case, the passion of sport, this is going to be extremely powerful and valuable. I'm sorry if I go back to the money part, but it's the nature of the business. We are all building something not only to be accepted, but also because we want to pay the bills. So that's pretty much my view on how sport and VR can go together, how sport will be actually affected by this kind of technology. And if you have questions, if you have comments, if you have anything that you want to ask, ask away. Let's take some questions from the audience. I was going to ask that the cost of linear rights are increasing year over year in multiple countries. Do you think that VR will potentially bring that down or would it actually increase? How do you see the role of VR and the economics of sport choice? This is a very good question because I don't think that many people have asked themselves how they can manage this thing because the technology is so new. True, the cost of the broadcast rights, the regular broadcast rights are going out, especially for top properties, everything that is not top is actually going down, doesn't get sold. VR could be many things depending on how you saturate or how you corral this movement. It can be an additional set of rights. So the rights owners will sell the broadcast rights to the broadcasters and the VR rights to whomever might be interested in monetizing this bar. They might even decide to go direct to consumer. They might create their own apps or their own offer and say, if you want to watch this on Fox, go to Fox. If you want to watch this with Google's on your face, go to goblets on your face, that's where you have to go and you pay directly, it's paid directly to me. But most importantly, it's trying to find the right time to frame all these rights. If somebody comes up and manages to get something out of the gate before the regulators are able to put the brakes on that, that's going to be quite interesting. It could be actually a battle, like broadcast rights are X, but it can make this lifelike and it costs a 10 or 100. Any other questions? Given that in this economy, a lot of rapid monetization models have the right to add to the distance, how do you think, what do you think, what road do you think advertisements will claim in virtual reality monetization? The question if you can't hear the back is, what role will the role be of advertisements in VR? It's going to be huge because you need to log in. The most common way to access some content is to give up some of your information. On YouTube you log in, on Facebook you log in, on Twitter you don't, you still get a cookie on your browser, whether it's web or mobile. So they know exactly what you have done, what you are doing and probably what you are going to do. So all of us, we are watching the same stuff on StarHub and we are getting only one brand at a time. It's always the same sponsor, it's always the same signage around the pitch. But if you are watching the same content that he is watching, you might get two different brands. Based on your history, based on what you have chosen to do the day before or two hours before, they know that you bought something, maybe you will get something else. Entirely, it's going to be huge. This is one of the biggest components, one of the biggest revenues thing that you are opening because it's a one-to-one direct communication with a consumer. That doesn't prevent a big brand, of course, to buy everything. That's a given. But they have to pay premium. We have time for one more question. But there isn't. I mean, of course, the Samsung isn't the core product they are in many ways. Can you share anything that Samsung is doing around store and money? Right. So, well, we have our own store, right, for our own devices. At the moment, it's mostly highly adrenalinic kind of videos, surfing, snowboarding, jumping off cliff, rollercoating, that kind of stuff. And it's working very well. Our 4D experience, we are going to set up in Rio for the Olympics. We are going to set up some areas where you will be able to experience this kind of content in 4D, so yearboards, site, chairs, moving and so on and so forth. I think that in the future, there will be two components. I'm speculating, of course, because I can speak for what I'm doing. But the big picture, I think that two components. One is the B2B site, meaning our technology provided to somebody that will be on top of that. And for the consumer side, they're trying to find partners that will use our technology to tell sport-based stories in a different way. So, again, you can be the player. You can be Djokovic before he gets onto the court, before the final in Melbourne. Come again, sorry? You can play against this Djokovic. You can, yes. Is your skill against him? You're going to lose. That was bad. Because it's Djokovic. You're very bad. That's PlayStation. Anyways, that's good. Thank you very much.