 effectual marketing. So here we would see that what is this effectual marketing approach and how it differentiates itself from the traditional marketing. Market and product boundaries challenged by new technologies and it discovered the new delineation. The existing market, through the traditional approach we study, but in effectual marketing we have to keep in mind that the new technology has come and the new products are coming based on that technology and then more will come. So that will disturb the existing nomenclature of the market. Now the boundaries of that product and now the infrastructure of that market will probably change. Priorities will change, choices will change, and it is also possible that the existing market, the products market will change. And there is a new technology, for example, VCRs were there, then DVD players came, so now where are they? So that had been completely changed, people are the same, market is the same, but all the flow of the market has been changed, so the product competing with each other, they left it and instead of that technology based new products came. So that discovered the new delineation, new techniques and new segments, which new technology will come, it will create new segments. So the effectual marketing has to keep in mind that the market for a specific solution is going to be revolutionized because new solution is coming through the new technology. So what is the focus? Focus is getting established, the product we are bringing through that product we can establish ourselves in the market. And the emphasis is explore and build sport, that you explore your market through your product, send it to people, educate people and support them in adopting that product, educate them. Then develop a network and infrastructure, so the related boss are peripheries, you are bringing a new product, there can be a lot of things related to that, there is after sale, there is installation, so you will focus on all those things and develop a network and infrastructure. What type of tools effectual marketing would be using, that it will probe the market, that the market is prepared to adopt a new technology, missionary selling of technology and applications, although new technology is always very costly, but if you see that it will be difficult to sell it, so sometimes this technology or application can be freely used for customers. Why? Because once the customer adopts a new technology or a new application then he becomes used to. So that particular new technology, new service, new application the difference is known from those applications that he was already using. Then the barriers between infrastructure, mindset, and convenience are also involved in effectual marketing. And what are the mode? Mode could be effectuation, effectuation means you bring a product, try the product, improve the product, try it again, so on a gradual basis, finding out the market, launching your product, updating it, upgrading it, and then bringing into the market again and again. Repetition and constant leveraging of opportunities in the environment and accept coincidence. Because the market is always dynamic, you accept the new products as you like, and you live in the sense that the market is your technology-based product, and if you don't get profit in short run, or you are not able to sell your product, you may let them use it because when they would use it, you can charge them later on, or you can get it sponsored from other companies who are interested to communicate with the customers using your technology, your product, your service.