 I think, if you think about Nokia, traditionally we've been a product company and we produce data as an exhaust. And now we're really turning it inside out where we create a lot of data, we gather a lot of data, all the sensors that are on the phones and in the world around us allow us to just gather up data and start to analyze the real world around us. So we are at- You can actually do a whole cube event around Nokia's data challenges. I mean, it's privacy, you've got geo data, you've got location, presence. Yeah, you hit the nail on the head. So a lot of folks think about it as, from the mobile phone perspective, but we really have two businesses that are coming together. We've got the mobile phone business and we are the world's largest mobile phone manufacturer. And as you say, we're in a world of challenge. The industry continues to change. We recently had some pretty great announcements. I was in London at our Nokia world a couple weeks ago where we showed some new Windows phones that are coming out in the next quarter or so and can't wait to get my hands on those because they're pretty cool. But also we have a very large location-based business. A lot of it's due to our acquisition of Navtech three years ago. So all of the location properties that you see in Yahoo, Yelp, Foursquare, all of the automobiles, BMW, Ford are based upon our maps. And we view the world as being in the third phase of mobility right now where the first phase was making your landline go mobile. And this, you know, with the mobile phone itself. Thank God, finally, killed the mobile. Yeah, absolutely. And the second phase was making your computer go mobile. So we have access to so much when we're on the go these days. And this third phase that, you know, we're having an awful lot of fun with is the convergence of the virtual and the physical world. So there's so much that we can do with data now. Augmented realities around the clouds. Yeah, sharing moments of your life wherever you are. You know, all those types of things. And that's all about data. It's the classic blurring of offline, online, IT, consumerization of IT meets consumer. Yeah, absolutely. I mean, it's really hot. I mean, the location stuff everyone talks about because that's like they think, okay, location, local ad dollars. But it's more than that. You have interaction data from users. You have relationship data. So what are the data challenges you guys have? I mean, you got graph data. You have API issues with Facebook and other things. Yep, yep. You know, it's not easy, right? I mean, Twitter is the easiest, right? I mean, that's easy. I think if you went down the list of challenges with respect to data, yeah, we've got them all. And we're picking them off one at a time. Obviously, the biggest one is always privacy. We have traditionally been a company that kind of leans towards a, you know, much higher on the privacy side. A lot of what we do is with anonymized data. We're a global company. You know, we sell devices and maps and location properties in 160 countries around the world, which is pretty much every country. And everyone has different regulations around privacy. So that is, you know, the biggest, biggest concern that we have.