 Perumba chair for marketing for SID and I'm here with Harit Doshi who's the chair for our iZone. Welcome Harit. Thank you for everything that you do. Thank you Sree. Thank you. It's very exciting to be here and managing the iZone. This year let me just share a couple updates with you. We've doubled the size of the iZone. It's been pretty incredible opportunity in the platform for iZone companies and organizations that are here. We, SID, is providing this platform for all the innovative companies and organizations to come and showcase their latest products and technologies. And it's really a platform for these companies to connect up with potential customers, get feedback from the marketplace. Harit, one of the challenges we've always had is we are able to offer an opportunity for all of the different companies to participate in the iZone. Yet that messaging has never been that strong and we never got that many people to participate in the past and something changed this year. We had record number of entries and you have literally doubled the space. We have 50 companies exhibiting. What did you do to make that change? It's an excellent question Sree and one of the things we wondered about this, why there aren't more companies participating and one of the challenge was reaching out to the companies and helping them understand the platform that we're providing here and how incredible this platform is and we were able to reach out a little bit more and bring more awareness to these companies, the platform and some of the success stories from the past. The couple of companies who've been here has had great success stories and obviously some of this is confidential so we'll leave it up to these companies to talk about them. But people are becoming aware that this is now the platform to bring in your latest innovations. For an organization like SID, the iZone is very important for multiple reasons. One, you're encouraging the industry. Second, these companies have now the opportunity that they previously did not have. To be able to meet with potential buyers, to be able to meet with the ecosystem, to be able to meet with even potential investors and so on. From your perspective, if one of these companies for next year, let's say a company wants to be part of iZone, what criteria do they need to meet in order to participate in our iZone? Yeah and what we really look for is the core is innovation, whether it's the display industry related or industries that are adjacent to displays. So we really look for candidates who have true innovation and have the ability to demonstrate a prototype because for people here, whether they're customers or suppliers, they're trying to really understand in a short time what this product is and the technology is. So having a prototype is really important and in addition what we're trying to do now is provide a platform where they can meet a lot of end customers but also a lot of investors are here at the conference and as you may know that some of these companies are trying to raise money and this is really a great opportunity for them to actually connect up with some of the investors and the industry leaders who can advise them on various aspects of the technology and at the same time make those connections whether they're customers or in an investor front. Wonderful. Well this is pretty global isn't it? It's not that even though our show is being held in LA right now you've got 65 plus entries to the iZone and they come from multiple geographies. Yeah and it's a very good very good point Sree. As you know this is one of the oldest organizations right definitely in the country in the world and we have really a global community that gets together on an annual basis to look at what are the latest products and technologies and this is the show I believe they come to to see the innovations in the display industry and related areas. Wonderful. So what are your expectations for next year? If it's your wish what geographies do you want to cover for the iZone? How many companies would you be able to accommodate? Just make a big wish what is your wish? So I was talking to some of the executives of the SID and the goal would be to double the size of the iZone but that may be a little bit optimistic but again we focus on having the right companies participate in the iZone. As you know even though we've doubled the size the iZone selection process is very challenging it's very tough right. I believe you've kept a very high quality for sure. For that so and in the committee we have people who are inventors of plasma display for example like Larry Weber and so it's not an easy process to go through so it's very selective but at the same time now we're trying to reach out globally in the areas where we may not have had a greater participation from and really bring in technologies in the display and related area from a global marketplace. No that's wonderful. See you know it was SID's wish for a long time to be able to encourage young companies give them that opportunity. Obviously we want many of these companies to be so successful that they will participate in SID over the years and spread this and build our industry further. You know we have many different initiatives going on at SID this year that we've never had before and this one the iZone in particular has been wonderful and you also work for the company that sponsored the iZone and has been sponsoring the iZone for many years. This is E Inc and I think from SID's perspective thank you so much for what you do both personally giving your time as a volunteer to do this as well as from your company sponsoring and helping a number of start companies. For all of these companies there is another milestone that you could potentially hit this week which is you will award one of the exhibitors a best in show isn't it for the iZone. So tell us a little bit about the process and how does one of these companies win that award. Yeah so again you know having a group prototype is a good starting point where we have a lot of our committee members walking through the iZone floor and trying to understand each and every technology or what the company is presenting and then we go through a review meeting which will be held tonight to then go over all these participants and see which one stands out above the rest. Now what is challenging is there's you know about 50 companies here and there are many good ones so it's going to be a tough it's going to be a tough decision and a meeting tonight but maybe in future what we may think about is you know how can we recognize more than just one company especially as we have grown the iZone now and there's about 50 companies. So you're going to pick the best of the best. We're going to pick the best of the best but in a way Sri a lot of these companies or all these companies are already a winner because just to go through the process of being here they've already been they've already been down selected right from the pool that came in so they're already a winner in our mind from the committee's perspective but it's also our job to then pick the one that stands above and beyond the rest. I really look forward for the companies in the iZone to be hugely successful in the future we look back and say we were part of this and we were able to you know contribute in our own way as volunteers for SID. Hurit thank you so much for everything that you do for SID. Thank you thank you very much.