 Hi, I'm Deirdre McGlashan, the Global Chief Digital Officer at Mediacom. I'm really looking forward to coming out to Mumbai, India for TechManch 2018. That's on the 27th of June 2018, and I'll be there to talk about the digital marketing trifecta, the combination of data, creativity and effectiveness. And I hope to see you all there. What is business transformation? Business transformation is to become relevant to your customers. Therefore, what has changed through digital is the focus has been shifted from the manufacturers to the consumers. So once you start listening to the consumers, digital medium is the only medium which allows you to listen and then talk back to them and then see what you can do and how you can serve your customers better. So that's the biggest transformation which is happening. And then today if you see all the companies are focusing on the consumer and then having a dialogue with them and understand them, what they are doing, what do they like and what do they don't like, that is the real transformation. If at the start of the decade, if I would have told you that digital is taking over, it would have definitely been controversial. But now it's happening. If you read the recent e-market years report and average Indian spends around 1 hour and 13 minutes on the digital interface and that is expected to grow at least 2.8 times faster than the traditional conventional media. If you read the BCG report which talks about that consumers, 50% of the consumers are going to walk into the digital revolution from the rural markets, which means the disruption is happening all across the geographies. So therefore as business owners and market years, we have to make sure that digital becomes an integrated strategy in our day to day operations when we reach out to the consumers.