 Another emphasis on that point, so let me take a step back here. So in marketing, there is this notion of this metaphorical funnel. Since ages, so for those of you who have followed a dice in marketing as an industry for a long time would know this, there's this notion of this linear funnel. So the idea is that you start with a broader number of opportunities or leads, and through the funnel, it kind of reduces, you eliminate the peripheral ones there, and you come up with the actual opportunities, which are there. Great notion, by the way. But it's linear. You start at the top, demand, and you end up with the actual sale, right? Now, Forrester made this case, this was, I think, about three, four years ago, that this funnel is no more linear. This is a jagged funnel. It actually looks like this. What does that mean? It actually does. So what happens is that if you look at that, I know this is not readable, but I'll just give you a sense. So if you look at these phases, there is awareness, there is consideration, there is preference, there is action, and then there is loyalty in terms of repeat business if you think about that. Now, if I look at this, then with this new structure, I could go back and forth. So I'm pretty much talking to Acquire about a product, and I like the product. And I really prefer that third stage in a linear funnel. But I got a call from Shashank, a good friend of mine. He said, you know what, I think you should consider X. And because I trust Shashank more than I trust Acquire, though I like them. I'm just saying, right? So in that case, the chances are I'm again here. So that's how it works. And I'm going to come on to that point a little bit later. But why is this important now? This is important because we have means to do this today. Much more effective means that we had like 10 years ago. So you get this idea of how it was yesterday, how what it is changing to today and in the coming years. So this is a disruption that is caused by you, the consumers. And companies are really struggling to be honest in terms of figuring this beef, in how to wrap their arms around this. So think about these pictures. I won't spend a lot of time here. But how you plan your trips, how you identify the right restaurants, how you do shopping, how you meet people, the decisions that you make about buying something and just a chat message or something like that. So this has kind of turned to its head in terms of that push-based model of marketing and messaging, the command-driven marketing and messaging, if I may call it that. And the problem is the consumer is always connected. I mean, you would see people fiddling with their phones. My friend right there at the back has some work to do. So I mean, people are always, always busy. Even in the night, I check my emails, 2.30 in the night. People do that, right? They're always connected. So here's what I'm saying. Here's the net net of what I'm saying. The argument I'm proposing and the case I'm making is that this consumer is actually the open source consumer. And think about the values. So when I'm saying that, I'm saying that this consumer wants to interact with the source. They don't want to be spoon-fed. They don't want to be told this is the right shoe for you. This is the right shirt for you. This is the right movie for you to watch. They want to make their own definition, own sense out of it. This is the right thing for me, based on multiple factors. So they want to interact with the source. They want to innovate their communities. I'll give you an example here. And this is a little Indian context for those of you from around here who perhaps understand but would be able to correlate. So my wife, when she has to buy some girly stuff, she would talk to her sister and her friends and they would share pictures. I mean, I'm sure you have witnessed this. Or the other example is, look at Facebook. You would find so many pictures of food. People taking pictures of food. They are promoting the brand of their food for free for nothing. They're not getting paid. They're the other people you and I know. These are our friends, right? So things like that. So this is inherent in us as human beings to work in communities. We are not robots. That's how we communicate. We used to, if you think about the other generation, we used to operate in communities by physical closeness. Today we have other means, like social networks and all, which bring a much larger set, if you will, for us to build communities around it, we do do that. We might not know that, but we recognize that. They need gentler conversation. They need a dialogue, which is no one-way thing, right? It has to be by direction. I tell you that this is what I want. And they want the feedback that they give that's actually incorporated in the product. And transparency is a part of that. And Gartner Research, which is one of the top analyst firms, it can set the same things, but because Gartner said it, not me, it has more value. So Gartner said that customers love their peers more than they trust their peers. I'm sorry, my bad. Then they trust you. And the other thing which is important for us in the industry is that across industries, across areas, so in the same size in the industry, professional communities within their region, within their cohorts, they rely on their communities more than they rely on you. This is a Gartner research. And what I'm saying is something that some grants already recognize, and they are already coming to terms with this. They're working on this. Procter & Gamble has this initiative, which is called Being Girl, amazing initiative, which talks about girl things. It's about them. It's not about Procter & Gamble. If you go to the site, you will not see anything Procter & Gamble. It's about the audience. So they can collaborate, communicate, get feedback. PlayStation has beautiful communities. We think about them. And the Starbucks, my Starbucks idea, this is a Starbucks site where you can actually give your feedback, communicate within the community, and they incorporate your feedback. These are steps where they actually incorporated your feedback of what you want as consumers, as their customers. So some brands, some companies are actually really understanding this and really implementing it. Let me pause here for a moment. I want to talk about switch gears and talk about technology now. So great. We talked about the strategic aspect of this, how open source is becoming a common phenomenon. And let's talk about the technology aspect. All right. So how many of you know this guy? Anyone? So Amit, of course. So this is a photo of Scott Brinker, one of the leading authorities in marketing technology. He runs this blog, chiefmarktech.com. If you don't follow him and if you're in this space, you must follow him. So Scott Brinker is known for the super graphic that he rolls out every year. And I've been following him for some time now. So as of 2015, this super graphic, which, by the way, depicts the ensemble of marketing technologies that exist out there. So as of 2015, there were almost 2,000 vendors in 43 categories, 2,000 of them. And let me also tell you that before that year, before that, there were like 1,500. And before that, it was like 1,000 of these vendors. So look at the pace these technologies are growing that marketers use. So many of them, right? So what does it mean? It means that heterogeneity is actually a marketing technology reality. And Forrester said it very right. Anjali Yakundi, who is a senior analyst in Forrester, she said, and I'm going to read some excerpts from this, she said that right now no vendor has a single, has every single component despite of what they claim. So some vendors, which I'm sure you know, do claim that they have this thing figured out. And she also said that many of her clients would not rip and replace the existing investments. Key point, right? So what firms look for is that they want to have the best of breed vendors and make their own stack. This should be telling. Now if that's true, then single suite solutions cannot work. The solutions that sell you those umbrella things and say, oh, you know what? This blanket thing will solve every puzzle in the marketing technology. That does not mean that they do not sell. And as a matter of fact, in some situations, they are actually good fit as well, I would argue. But by that argument, having everything with one vendor is not the solution. And Brian Solis, who is again a major authority, a leading authority in marketing technology, he kind of termed this notion in terms of digital Darwinism. He said, and I quote him, that we are living in an era where technology and society are evolving faster than businesses can adapt. That's the problem. That's the problem, right? So take an example. In India, we did not have enough penetration in terms of landline phones, the wired phones. Many people did not have it. But we skipped that. And the penetration that we have in mobile is through the roof. And because we have such penetration in mobile in India, it's important for organizations, brands, product companies to think about mobile. Because we have that penetration. It's the consumers. It's you who adapt it. And you force the brands, you force the companies, you force the products or organizations out there to think about you, the platforms that you use. And the underpinning of this is that there has to be constant innovation. And what I want to argue is that if you need that, then you need Drupal. So let me preface this argument a little bit. So if you have worked with marketing technology solutions enough, I know a few of us have. I know Amit has worked on it for a very long time. I myself have worked on it for about 15 years. So your website is the centerpiece of your marketing technology stack. It's a hub and spoke thing. So everything that you do, whether you do search engines or you do PPC campaigns or you do some offline media optimization, unique content and assets, and they somewhere sit on your website. So you think about this or you think about the systems that integrated with it. So whether it's your marketing resource management system or some other third party integration systems or document management, website is kind of the linchpin, if you will. And don't take my word for it. This is an example. This is a real example. So Chief Martek organizes these awards. They're called the Stackys Awards and the winners of Stackys Awards. And you see here, so this is Intelligence Bank an Australian company. It's not a bank as the name might confuse you. It's a product company. And this is their actual marketing technology stack. These are all the technologies they use within their marketing organization. So the heterogeneity that I was talking about. Now look at this picture. And maybe it's difficult to read. There are a lot of elements here, like ad door for retargeting and sales force for CRM, Google Analytics, all of that. But the argument I'm making is that look at these connections here. Most number of connections are made to Drupal. Why? Because content is your centerpiece. So that's what I'm saying. I'm stating the obvious. So let's talk about how Drupal does this. So we talked about innovation. So I was having a discussion with someone about a couple of weeks ago. And we were talking about how fastly the presentation technology is changing. So there are new technologies coming every six months, if not every month. Angular was the thing. And then React.js is now the thing. So many other things that are coming. So if you really read into what Brandsol has said, and I kind of like that, is that marketers are always sitting on the fence on whether they want to make investment into the existing set of technologies which are relevant today, or they want to make the futuristic investments. Because they have something which is relevant today. And they have to make sure that it keeps running. The engines keep running. And there's something in the future which they don't know, which is an unknown, but which is also a fear, which could disrupt their business. If some of you attended Greece earlier today, so Greece was talking about how Philips could become a networking company. How Philips could become more than a lighting company, if you will, which it is today. Which is so true. So disruption could come from anywhere. And you have to be aware of that. And the answer is that you have to have systems technically which allow you to innovate, which do not stop you in terms of flexibility. And I know most of you guys are really conversant with these technologies. But think about them, some of the other stacks that are out there. They would restrict you in one way or another. But with Drupal, you won't be restricted because of the sheer flexibility. So there's so many modules. The API is so open. And everybody can interact with the source. So you can make your own stack, arguably. So that's one. That's a big one, in my view. So innovation, that's the backdrop for innovation. OmniChannel. So we always talk about this in conversations. I've been consulting for a long time. And we used to have these discussions back in the day a couple of years ago. Now it's more relevant. People have more interfaces to deal with. But if you really think about how content is created in most systems, you go backwards from the structure. We call it the content model. So for those of you who are not aware of this, this idea of the content model, which I'm sure most of you are, the way content model works is that you identify that this is what the content structure would be. This is how the relationship would be. So you kind of set it in stone. You start from that. And then presentation kind of grows up from that. That's how it works in most systems. In Drupal, it's not like that. So many people, and I'll give you a technical example. Those of you who have seen Drupal and who have seen some other CMS interfaces, sometimes people come to us and they ask that, why don't you have a tree-like structure in terms of content management? You don't need that because content doesn't work like that. It does not have a hierarchy. You don't need that, right? But that needs to be explained. So if we create content first, you create content first. And if you create content first, not structure first, then it can be ingested in any form whatsoever. It can be ingested on a web interface. It can be ingested on your iWatch or whatever, right? Because you did not create it keeping a certain structure in mind, a content model in mind. So that's an argument there. The other one is about integration. So we talked about the different systems. So integration is a big problem. There is a very renowned marketing consulting firm. It's called E-Consultancy. Have you heard of them? Yeah, so they had a roller or report, I think it was a couple of years ago. And they asked about the key pain points. And of that survey, what came out was that integration was the biggest challenge for most marketers. Because there are so many systems, they cannot kill their systems. And if it is true, then there is nothing better than Drupal. There are 11,000 third-party modules. I'm not saying all of them are just right. But think about it. If you need integration with Alokwa, you have a module. If you need integration with part of it, you have a module. You need integration with an ECRM system. In all probability, you have a module. 11,000 of them. So how much pain it takes away in terms of your implementation, right? There are about 1,000 which are already available for Drupal 8, because we are talking Drupal 8. The API, it was already pretty exhaustive. With Drupal 8, it becomes even more powerful. And you can control it, in terms of how it is accessed and permissions and ACL-driven aspects fit. Equia also has one of our offerings, which is called Equia Content Hub, which kind of standardizes this in terms of how you can integrate with other systems. I wouldn't talk about it if you want to know more about it by all means, come to me and we chat about content hub. But integration is something that is very well-cattered to, you know, from a Drupal perspective. And then customers talk about quicker time to delivery. And I think this is one aspect, and I speak from experience. I speak from experience of implementing different CMS systems. This is one aspect where almost no other system beats Drupal, in terms of quicker time to market. And the reason is that it gives you so much out of the box. They are so powerful aspects of Drupal that will make you produce something very, very quickly and which will not be, you know, a bad job in terms of that quick output, right? This is where Drupal wins. Other than that, we, Equia internally is working on the Lightning Disto, which is a local source project, which is essentially a compendium of the best of breed modules which will accelerate your development time. So there are distributions like that. I cannot resist, but talk about another product that we have, which is again built on the top of Drupal. So it's Drupal in terms of its core foundation. It's called Equia Cloud Site Factory and the reason I talk about it is Pfizer is one of our customers and they actually reduce their time to market by 60%. This is a metric, right? I mean, you would not hear this kind of metric anywhere else just by standardizing on one platform. So it actually allows you with quicker time to delivery. All right, so one of the biggest objections that we hear about quite often is that all this is great, but it's not enterprising. Right, we do hear about that. It's not enterprise task. And I wanted to put this graphic out. This is a depiction of different platforms, their implementation on the Fortune 500 companies, the top 500 that Fortune identifies. And if you look at that, the blue one is, by the way, Drupal and then there's Adobe and SiteCore, but the maximum of them out of this list are in Drupal. So this is as enterprising as it gets. If someone tells you this is not enterprising, right? Okay, so I'm nearing the closure of this. So I want to make the bigger point for the climax, which is that this is actually an opportunity for you guys more than anything else. This is actually an opportunity for implementers, for consultants. And why is that? It is because of the flexibility you get, because of the acceleration you get, and because of the value you can create for your customers, right? So what I propose is that, and this by no means is the holy grail, but this is just something that I can sketch roughly. So I propose this model for you in terms of what you could do, how you could create value on the top of Drupal. So think about it, right? So at the bottom you have this technology implementation aspect. So you have an amazing, extensible development framework called Drupal. You could do anything you want with Drupal, right? You have developer tools, there are developer tools available outside, there are developer tools available from companies like Acquia, which we can talk more about, which are amazing, which really allow you to create quick, powerful, secure, reliable sites, right? Amazing developer tools. So you leverage these tools as implementers. And then you implement them on platforms which are scalable and robust. You don't have to worry about any of that. You focus on your strengths. And what is your strength? This thing, and I'm talking technology, this guy right here, the swim lane, is your strength. You understand the customer, your customer, whether it's a CPG company or a financial services company or a media company, you know their use case is better than us. Let me say that, I mean, Acquia or any product company, to that matter. You know it better than the Drupal community, because you're dead with them, right? You know those, the buying journey, if I may call it, and the touch points that need to be created, how they need to be created. You know it very well. So this is an opportunity for you to create those package solutions for your customers. So invest your time here is what I argue. Don't invest your time here. This will accelerate the whole thing for you. So you invest your time here. So this is a technology bit. The other aspect of this argument is that you also have an opportunity to perform consulting for this, what I call the open source consumer or the open consumer, right? So in consulting, and I know most of you are business guys, so this will kind of resonate with you, you have an opportunity of creating personas. So in marketing, there's this notion of personas where you identify attributes and then you define. So for the broader audience, I'm sure many of you get it, but the idea is that I know that this guy loves travel. I know that this guy has interest in a certain type of product, and based on these data points over time, I define that this is what this guy is. Now this guy does not mean one person. It could mean a much broader audience. And that has to sync with what I have to offer. That's a good strategy. So marketing has this notion of personas. You can create a strategy for those open source personas because that does not exist, right? And you can create this from, so this is the consulting framework from measurement, so from definition of the audience to the broader story, to channels they need to tap into based on analytical data that you have, all of that. To measurement, how will you measure it and how will you kind of bring it back in the loop, if you will, right? So you could do all of that here. And you can actually, we have this defined road maps, which you do, I know, most of you, right? You can define road maps of what it looks like and how they can constantly innovate, which is the underlying idea I'm trying to get across. So conclusively, what I'm really saying is that this is your chance, and this is for you to decide whether you want to be a cook or a chef. And no disrespect for cooks. I'm a cook myself, nothing like a chef. But what I really say that this is your opportunity to create your signature dish, whether you do run-of-the-mill websites with Drupal or you actually create some value. And think about it, when you talk solutions, you can sell it for much more, I'm sure most of you know. If you talk tactics with your customers, they'll pay you for tactics. If you talk solutions, they'll pay you for solutions because they think in terms of their pain points. So you're abstracting this whole conversation to a very different level. So this is your opportunity. I think with that, I think I kind of close my case I'm making here and open it up for any questions I have about 10 minutes. Any questions on this so far? I'm sorry. How does the content help work? Okay, so the question is how does the content help work? I think I can give you more details if you come and meet me in the booth for the interest of the web broader audience here. But the idea behind Content Hub really is bi-directional orchestration and making sure that you eliminate content silos. In the long-term roadmap, it wouldn't just be content, it would be any type of objects, right? So you have your bigger customers that you have, they have different type of functionality sitting and they could be used elsewhere. So how do you repurpose those investments is the idea at a very high level. I could have a tactical discussion with you later if you want. Yes, sir. There are so many domains where the dematerial is the critical one. How do you position the strategy for those people? How do you position the strategy? That's a great question. And I think that's, so in my view, that's an educational thing, right? It's not just this framework, it's any framework. So what I would say from my own experience is that they could be resistance. When you try to influence change in organization which I can set in a certain way, they could be resistance for sure, so I hear you. But if at all, you can step back and you can assure your customer that you're their trusted partner and you can have the conversation around value rather than trying to be a salesy guy who's just trying to sell his product and meet some quota, that will cut it. But if you talk about the value which indeed is there, which we talked about, and if you tell them that if you don't do it, you know, what is at risk, what is at stake? I think in my experience I found that helpful. Does it answer your question? Any other questions? All right, thank you. Thanks for your time, man. Appreciate it. This is a soft copy of this one. You can get this will be uploaded on the website.