 In 2014 I'm going to suggest you the biggest challenge we face in enhancing or improving population health and well-being. It's supposed to be more effective at changing health behaviours, not just talking about smoking, alcohol misuse, physical inactivity but lots of other things, medication adherence for example. The cost of such behaviours is substantial not just in terms of morbidity and mortality but also in terms of financial cost. Ali Mokdad has provided very good evidence from the United States that up to half of all deaths are now directly attributed to the personal health choices people are making. But if the costs of such behaviours are substantial, the potential benefits of preventing or changing these behaviours are equally as large. The health consequences of many behavioural illnesses can be reversed if we're more effective at changing health behaviours. If you're obese and lose 10% of your body weight you will substantially increase your life expectancy. Now despite the best intentions of people and the efforts of clinicians and policy makers, we've actually been very poor at sustainably and cost-effectively changing behaviour. But I'm going to suggest you that there's two trends that means that we should be more optimistic going forward about our ability to change behaviour. The first is advances in behavioural science and particularly in my own field of behavioural economics. We now have a much deeper understanding of the processes underpinning our behaviours. Most importantly, these insights provide us with a new suite of tools to use to change behaviour. The second trend is near ubiquitous access to mobile computing devices such as smartphones, such as smartphones, tablet devices. I mean these devices are with us through the day and if we're being honest through the night, 80% of UK citizens go to bed with these devices. I suspect the figure is 100% in this room. Now combining these two things, enhanced behavioural insights and these technologies, provides us with new opportunities to deliver evidence-based behavioural change interventions. So I just want to expand on these things a bit further. These devices allow us to collect and gather information that we've previously been unable to do so. So through my smartphone, through my Fitbit, I can collect data on physical activity, on sleeping patterns and a range of other metrics. This is providing us with a huge wealth of information and the really interesting and important thing about this is it's doing it really without our conscious awareness. So it's providing social scientists with the holy grail of what is people's actual behaviour. And we're learning what are the individual social and psychological triggers for people's own behaviour. Why do you light a cigarette up? What time of the day? What social cues? What does all this data mean? Well, we can use this data to also close the behaviour change cycle and deliver interventions. We can provide feedback. So this thing told me that I walked 3,500 steps yesterday. Interventions can be as simple as a text message and more complex programmes of cognitive behavioural therapy. Now, of course, there are challenges with implementation of any technology like this. In terms of the actual platforms, it may be that it's hardware-related, the cost of devices. Now, this doesn't actually appear to be much of an issue in the developed world, but maybe in the developing world. Battery life, GPS, activity apps tend to drain your battery if you use them. You'll know this. From the behavioural science perspective, there's deep concern about the types of interventions being used and the lack of evidence supporting their use. We're really not applying the same rigor to these interventions as we do to new pharmaceuticals and medical devices. And this is leading to a plethora of applications which are not evidence-based and potentially dangerous. Privacy, information governance issues. Do we really trust Fitbit, even Apple? Lots of smaller start-ups across London, New York to be holding such a wealth of personal information about us and what they do with it. But despite these concerns, these platforms, technology platforms are really transforming healthcare delivery and marrying them up with enhanced behaviour insights really does provide us with new opportunities for really tackling some of the behaviours my colleagues have talked about, they're having such a dramatic impact and morbidity and mortality across the developed and developing world. The Imperial College were very lucky to have a multi-disciplinary team of behavioural scientists, clinicians, software developers who are developing applications targeting not just the behaviours of patients in the public, but also clinicians. And we're really optimistic about the potential for marrying up these two things going forward. So the question I'd like to pose to you is what is the role of government and regulatory authorities in this new field? At the moment, on both sides of the Atlantic and across the world, most organisations are kind of standing on the sidelines and letting these things happen. Should we be treating these as medical devices? And if so, will that be a barrier to the future development? Thank you very much.