 So we're here at Huawei at the TV, the ConnectTV conference. So who are you? I'm Simon. I work as a design director in our main office in China. So design director. Did you say Shenzhen, China? Yeah, yeah. So what do you do, design director? What does that mean, at Huawei? Yeah, well, we know that our offerings to our customers is becoming a focus in changing from technology to be much more a use experience kind of thing. So what we're working on is enhancing our offerings to use experience and more becoming stronger in design companies. So there's like some design stuff going on here in the UI? The concept here is to provide more like a web experience or a magnificent experience where you can put a lot of different kind of content on the big screen, the remote screen. So we do a lot of innovation. How can you interact with the different kind of media on the screen? So this is like a basic remote going down? Yeah, this is just an exhibition demo. So this is not a real product. What you have, you move around the focus on the screen. There's some innovation in how we interact with user profiles. So it's becoming more like a filter kind of thing. You can actually turn on and off depending on the user. It acts like a filter. So if you take away the profile for the kid that would mean that you would update the content. So it'll only be for the grown-ups. As you can see here, we'll go to sleep at 8 o'clock. Alright. So it's more like we don't use, even if we can work with gestures and air mouse technology we don't really put the curves on the screen. It's more the idea of putting things in focus. So this is for like some set-up box for TV like this? It's also for a multi-screen solution. So we have the same design, the same experience on the mobile devices. So there's a Huawei phone and it's just Android? Yeah. Android app? So what you would have, even if you're watching the TV here you would have the same magazine on the second screen. Does that mean you're running Android on the box or not necessarily? Well, this is just a demo. Is it Android-based? In general, devices we do are Android-based but it could be running on other, this is more a design concept. So is it a UI replacement or is it just an app that gets access to content? In the concept design, this is kind of the cool thing. So it's not an app, it's actually the UI for Android. The UI for the Android access? Yeah, for the set-up box. And the set-up boxes are like this? Typically they are something like this. So how many set-up boxes does Huawei sell like huge? Quite a few, quite big in China and globally. I don't have exact numbers since I'm not the marketing responsible. Do you optimize for the CPU especially or using graphic acceleration? For this concept, we're very much working with GPU. We're working with Android and we have some tech demos running on developing the NDK, C++ to get the 3D effects, OpenGL, 3.0 and all that. Did you have to optimize for the specific high-silicon or another CPU? This design is targeting so you can actually have a more simple solution where it's more like a web experience, browsing sideways or you can have the full experience where you have 3D effects on this. So this is kind of the basic demo where you get the side scroll. Yeah? So it's just to have like a really cool set-up box experience at its core? Yeah, I mean the plan is to have something that is really, really impressive. So it's not a ready product, but this is in the direction that we're working on. So what else is going on with Huawei and Shenzhen and your appels or something? Can you say something? In general? Like is it a design just for set-up box or is it also... We have a very big design team supporting the whole of Huawei. We have many different applications and many designers. So I would say that the big change in general is the design is becoming more and more important for the industry. It's not about bit rates and technology.