Mr. Niall McLoughlin:

What we are suggesting is that what we have found in research, with our various stakeholders, is that there is ingrained pressure to buy the next model irrespective of whether, as the Deputy suggested, one's current model is performing to the optimum. What I am suggesting from our perspective is that there is evidence of peer pressure, etc., associated with consumer durables, particularly in the ICT and smartphone space. There is a job of work for us, working with our partners, especially in respect of the introduction of the new communications platform, to reach the relevant demographic, push back against the narrative and suggest that good enough is good enough. That is not necessarily an easy job, but we are confident that, partnered with the Rediscovery Centre, we will succeed in that effort.