Communities Dominate Brands

What operators (ie carriers) ask for in the new 3G iPhone

We've seen a lot of speculation about the new iPhone. And Apple is playing this very close to their vest, as usual, so very little is for certain. A few sources have confirmed that it is a 3G phone, and I would say that is about the only certainty.

I don't have any direct contact with Apple, but I do obviously provide strategy consulting to many of the world's largest mobile operator groups, and the iPhone has come up in just about every meeting with any operator since it was announced January of last year.

WHAT DO THEY WANT

So what I can tell our readers, is what I gather are the main requests that Apple keeps getting from the mobile operators. Remember, that as Apple insists on a revenue-share of the telecoms traffic generated by the iPhone, and operators have been extremely reluctant to agree to this, it has only been possible with the exclusivity promised by Apple to the mobile operators (carriers) in most markets (Italy is an exception, Italy is one of the advanced markets where there are no handset subsidies so the iPhone proposition is somewhat different there and both Vodafone and TIM have announced that they are authorized dealers for the iPhone when it hits their market).

So where you can find the typical high-end Nokia or SonyEricsson or Samsung sold also in third party stores like Carphone Warehouse in Europe - often a fifth of even a quarter of all phones are sold through these independent dealers - the iPhone must be sold through the operator stores only - to maintain the exclusivity so that Apple can get its revenue-share deals from the local operators/carriers.

So that means, that all these recently announced deals of new markets for the iPhone, tend to be based on the new spec iPhone being in the mix. And for more than a year, the phone designers at Apple have been getting feedback from the operators/carriers on what they think the next iPhone should have.

This is what I'm pretty sure they've been saying, and also a small discussion on the costs and complexities involved.

THIRD GENERATION (3G)

3G. The iPhone definitely needs 3G now. Last year to launch it in America on only 2G was still acceptable. The launches in a few countries in Europe late in 2007 were disappointing, and an obvious flaw in a phone of this cost, was the lack of 3G, especially for a high end media phone, sold to customers in Europe who have had high-end smartphones (far superior to the Blackberry as the best-known smartphone in the USA) for many years. Almost any existing smartphone user in Europe last autumn, who would consider the iPhone, would be "downgrading" from an existing 3G phone; the Western European 3G penetration level was over 20% last winter and over 30% today.

Also I'll be clear about this. The only type of 3G that can be considered, is WCDMA (ie UMTS). Not CDMA2000 EV-DO, because the basic iPhone is a GSM/EDGE device, and its evolution path to 3G is WCDMA. This means also, that with 3G, the iPhone can be sold in Japan and South Korea - where there is no GSM, so the current 2G iPhone could not even be connected to any network. Obviously Apple would want to get significant sales in the two most advanced mobile phone markets (Japan and South Korea) where customers have extremely advanced phones already. Also it will not be easy competing there against the locally designed phones optimized for the local needs..

But yes, adding 3G is a very complex issue. It means adding a whole new radio unit and antenna and fitting that into the handset. All cases of first launches of 3G phones by the major manufacturers, were bulkier than the 2G equivalents which had otherwise identical feature sets, because of the need to add more radio technology into the same device. 3G adds cost, complexity, size, and drains the battery more. It therefore also poses a demand for a bigger battery (adding cost and size).

3G also means something called "handover" so that if you start off on a call on the 3G network, and then your car moves into an area where there is no 3G, but there is 2G, then your phone should automatically "roam" onto the 2G network, without dropping your call. Cellular networks do this all the time within their network technology (GSM to GSM, CDMA to CDMA, TDMA to TDMA etc) but it gets far more complex to do that also between 2G and 3G. That also means more testing than for a 2G phone, by each and every operator/carrier that launches the iPhone.

Adding 3G is very demanding cellular telecoms engineering competence. I would bet this is why the 3G iPhone is so much delayed. I expected that a revised iPhone would be announced for Christmas 2007 (if it had been Nokia, that would have been the normal development cycle) or the first quarter when the original guidance was from Apple that the Asian launches would happen. But it is not easy to add 3G to a 2G phone. I do hope they have the new phone now on June 9, rather than just announcing one for later in the year...

MUST HAVE

Then there were some glaring omissions on the first iPhone. Issues that Apple probably didn't think were major at all, when they designed the original iPhone, but operators have been very upset about. First is MMS ie "picture messaging". Just about every phone in the world which has a colour screen, but certainly every phone that is a cameraphone supports MMS, except the iPhone. The operators/carriers have invested millions in their MMS gateways to enable MMS traffic. They have promoted MMS very widely. They are trying to create a new messaging revenue stream out of MMS to run parallel to the enormous bonanza of SMS text messaging, yet it has been slow going. Now Apple releases a brand new cameraphone which does not even do MMS.

That is a software feature, so it is relatively easy to add to a phone which already has the colour screen (to display MMS) and is a cameraphone (to take pictures that can be made into MMS).

Then specifically on the new 3G version, is video calling. Operators/carriers do not expect any 3G smartphone users suddenly to start to make tons of videocalls, but its a chicken-and-egg situation. The videocalling has been possible on all 3G networks since the first launched in 2001, and the usage is very modest still today seven years later, but growing every quarter, in every network. They want videocalls to be a new revenue source to support the profits that are dwindling with basic voice calls. They will not want to add a new 3G phone to the network in 2008 which does not support video calls.

Here the cost is bigger. It means either a second camera (which is the more common way of solving this) to face inwards, so the videocaller can look at the screen and see the person they are talking to, and the inward camera takes the video of the talker; or else a turning camera, which can be pointed outwards to take pictures (when you use the phone screen as the viewfinder for the camera) and pointed inwards for videocalls. Either solution adds size and complexity and cost. Not dramatically, and nearly not as much as adding 3G, but still, this is an added cost item.

Single-handed SMS. This is a matter which I've heard time and again, and one that spurs a lot of debate and discussion. To use SMS texting effectively with the iPhone, you have to un-learn typing with your thumbs like on older phones, and re-learn typing using your index fingers, pointing at the screen. If the user makes this change in behaviour, then texting on an iPhone usually is fast and easy. But - the serious problem remains, you cannot type using your index finger, while using the iPhone one-handed (unless you place the iPhone on something like a table, and certainly you cannot type with the index finger method with the phone behind your back or in your pocket).

This is very much a target audience thing. The heavy users of SMS text messaging surely love the iPhone but are not the intended target audience, ie young people. So if we move up in age, to young employed adults, then we have the two-phone users, who have very often resorted to not using the SMS feature on the iPhone, and carrying another highly text-oriented phone, like the Blackberry for example, or almost any of the popular Nokia, SonyEricsson or Samsung models as the phone for texting. Operators don't like this, because that other phone is almost always on a rival network, so the lucrative SMS text messaging traffic - 15% of total revenues, 40% of total profits for the industry - all escapes the iPhone... It is a bad move, to upgrade an existing high SMS user to an iPhone, and then find that their previous heavy SMS traffic vanishes (and has now been "gifted" to a rival - SMS is the most profitable service in the world, for any industry not just telecoms). Oh, and at the more senior level - the 50+ age group, who would mostly have the iPhone more for show than for real use, then SMS is not that big a factor.

But what can Apple do. I wrote the open letter to Apple about SMS more than a year ago. I think the best thing would be to incorporate a real physical keypad or keyboard, as a slider or clamshell or twister or whatever form factor. That would ruin much of the aesthetic appeal of the iPhone, so I am not holding my breath that this might happen.

The second best thing, is to introduce some kind of haptic touch feedback through the touch screen. Such technologies exist, that tingle the skin of the finger with tiny electrical impulses, so the finger thinks it is "depressing a button" when in reality there is no movement of the touch screen. This way a touch feedback can be given, which is very realistic, and would allow single-handed operation, while not necessarily quite the ability to send messages "blind".. 

I would expect that the text messaging functionality of the new iPhone is strongly enhanced. I would guess with an advanced touch screen. But Apple may also have invented something else for this, perhaps even more cool. If the change is mostly software, then it is a modest cost at least in the per-unit price of manufacture but if it means a new type of screen technology, that can be costly and demanding of CPU and battery.

NICE TO HAVE

There are some elements that would be nice to see, but ones that I don't think are high on the operator requirement list. So while Apple may have some of these as well, I am pretty sure, Apple has prioritized the above needs first.

Better camera. Yes, 2 megapixel was pretty mediocre last year. Now we see plenty of 5 megapixel cameraphones. Apple should move up at least to 3 megapixels, maybe more. Then the quality of the optics becomes every more a factor, as does the lack of any kind of flash (Nokia N82 has Xenon flash, ie "real" flash). The better the quality of the camera, the more it will add cost. Also better resolution means bigger file images for the pictures, which drains CPU, memory and storage. I would expect a 3 megapixel camera to be rather easy to do, and perhaps a LED flash, but I don't expect 5 megapixels and branded optics and optical zooms and Xenon flashes.

Video recording. This was a strange fault of the original. The operators/carriers don't care very much about recording video - yes, for video sharing sites, but still, this is not nearly as bad as no MMS - but users will note that almost every other cameraphone, certainly any cameraphone of 2 megapixel resolution or more, by Nokia, Samsung, Motorola, SonyEricsson and LG - will record video. Top phones record video at 30 frames per second at VGA resolution, ie basic DVD quality. So this just makes the iPhone seem quite inferior when compared to a rival phone.

I think this is a relatively easy issue to correct, mostly by software, and thus an easy omission to fix in the second generation iPhone. I would expect the iPhone to record video at least at QVGA 15 frames per second.

HSDPA or so-called 3.5G. HSDPA adds another layer of further complexity beyond 3G. I would expect the second iPhone to be only 3G, but not 3.5G, especially as it has already been delayed. I would be quite surprised if the new iPhone now goes all the way to 3.5G.

2D barcode reader. This is mostly a software issue, but can be quite complex, as the 2D Barcodes will be able to create activities within the phone's operating system. Still, I think this is relatively easy do do, and would add a nice element at modest cost. But only a few countries are pushing 2D barcodes beyond Japan and South Korea, so I don't expect heavy demand for the ability yet.

I DON'T THINK SO

GPS. A lot of speculation has been around a GPS receiver for the iPhone. To me, this is N-95 envy. GPS has not been yet a major factor for the industry and only exists on some top-end phones, but is now an area that Nokia for example is pushing very hard to sell top-end phones (and various mapping solutions). GPS makes sense more for the handset maker than the operator/carrier. The carriers would prioritize GPS very low, and ask for most of the items ahead on this list, long before GPS.

GPS would certainly make the iPhone more impressive - and attractive perhaps to drivers for example - but location-based services (LBS) have been disasterously un-successful the world over, for the past seven years. GPS would be another radio unit to incorporate into the phone, adding cost, size, weight, and drain the battery. I would think, that Apple would be better served by fixing other more obvious faults, than bothering with GPS at this stage. But also, Apple is stuck being based in America, and the only experts massively excited about LBS are the Americans, as the Asians and Europeans have had years of bad customer response to extinguish the overhype from LBS.

There are location-positioning requirements in the USA which do come into play; but I would think that 3G triangulation is adequate to achieve the positioning, so would think that since the phone is a 3G device already, this might be the easier way to achieve positioning, without installing a GPS receiver into the phone. We'll have to wait to see.

Digital TV tuner. About 20 million phones around the world already have digital TV tuners built into the phone, like your TiVo box or Sky Plus box at home. The three most common technologies are DVB-H, DMB and 1Seg. This is another radio receiver and some heavy technology, costs, weight, complexity and battery drain. I am pretty sure there won't be a TV tuner in the new iPhone. As a 3G phone, it will of course be able to show video clips and "streamed" TV programming on what is commonly called 3G TV.

OTHERS

There are many other things that could be considered, such as the removable memory card slot, a removable battery, FM radio, etc. But these would not be strongly requested by the operators/carriers, so they would more be up to Apple's own opinions of what a good customer experience warrants.

Thats my quick handicapping of what to expect from the new iPhone. I do think Apple will listen to its customers - remember it is the mobile operator/carrier who buys the iPhone from Apple - and will prioritize these customer needs very highly.

Still, I honestly don't know, and I am very curious to see what the first 3G iPhone will be like. I hope it will be a superphone, something awesome; so much more than the current iPhone, like the Macintosh was beyond the Lisa.. We'll see it soon.

Itsmy numbers, getting impressive..

Its a year and four months since Itsmy launched as a mobile-only social networking site. The service is ad-funded and offers users a mobile home page, mobile video, and a personal mobile address as well. It has become one of the ten most popular mobile websites in several countries such as the USA, UK and India. They have already 2 million users who generated 250 million page views per month. We met up with Itsmy's CEO Vince Staybl at the Forum Oxford Conference, and wish Istmy all the best. Vince says this about their mission: "We want to entertain everyone. Mobile. Everywhere."  Good luck Vince and all at Itsmy. With this rate of growth, you're well on your way..

Mobile coupons and payments service from Netherlands: Cash & Buy

I'm now working to recover from my email hassles, and have several blog entries also to do that related to recent emails. I'll start with a quick mention about Cash & Buy.

We heard from a friend from the Netherlands, Kosta Goultas, who told us about something he is involved with, called Cash & Buy. It is an idea combining mobile ads and coupons, with mobile payments, and is now getting ready to launch in the Netherlands. The service is highly personalized and targeted, and users fill profiles so they only get ads in areas they want.

The service sounds simple, elegant, and very suited for mobile. I think its a good way to get to engage with Generation C and also to start to bring advertising brands and retailers into the mobile space. The concept is now ramping up, so I don't have much more, but they are talking with the right people and I'm sure we'll have more to report later. We'll keep our eyes on Cash & Buy. Good luck Kosta and your partners.

Rehab is for quitters

Sang Amy Winehouse. Well she didn't exactly say that, but the thought crossed my mind, when I stopped by my favourite wine shop in Cambridge called Bacchanalia.

Because the owner Paul Bowles was reading an article about his shop published in the Cambridge Evening News Calls to remove 'taunting' sign

A BILLBOARD outside an off-licence which states "Rehab is for Quitters" has been slammed for "taunting" alcoholics.

The sign outside wine shop Bacchanalia in Victoria Road, Cambridge, has offended residents and members of Alcoholics Anonymous because the message is shown opposite a meeting place for people battling addiction.

I did find this funny, although reading the article I can see there is a serious point to be made. However, it reminded of the sloppy journalism which Nick Davis talks about in his book Flat Earth News I mean "slammed"? What a word, and, I wonder how long the Journo's had to write the article? What pressure did they have on time to deliver the piece?

And even the Mirror picked up the story with its own version of quality journalism, with the headline 'Rehab is for Quitters' sign put up outside Alcoholics Anonymous meeting

Which is complete rubbish. In the article, there was no mention about Alcopops sold in all supermarkets, newsagents and garage forecourts. No mention of Happy Hours and Pints for a quid, or pitchers of something very strong sold for a fiver. It's just biased cods-wallop.

Now this is where blogs become interesting, because, this is my unmediated view of the above story. I know the owner for at least ten years. Paul does not sell cheap alchohol of any description. He does not do buy-one- get-one-free. He takes his job seriously, he supplies to a wide variety of clientel. And his signs have been there for as long as I have known him. I consult Paul on wines that I might like to try and he suggests and happily recommends.

He does proper wine tasting evenings and is very knowledgable.

There is a hostel in Victoria road (where Paul's shop is), but it is not; any where near to, next to, on top of, opposite, or even outside an AA meeting place/hostel.

Now I would have thought that if the hostel felt that sensitive they might have had a quiet word with Paul? And I wonder why the Cambridge Evening News did not call up Paul to make an appointment for an interview? And, there is nothing wrong in traveling up to London to go to a wine tasting - because that what people who take their wine seriously do. (I mention this as "Paul was not available to comment")

So if you want great wine, which is not the 12% sugar based stuff, often sold as quality, (a good wine should have about 1% natural sugar), and if you want good quality honest advice, drop by Bacchanalia in Victoria Road, Cambridge. If you want to read quality journalism on the other hand, that is fact-checked, honest and relevant well, god knows where you go for that these days!

Paul will be on 5 Live this Sunday having his say - and quite right too.

So shame on you Cambridge Evening News, such journalism does a grave disservice to your profession and the integrity of your business. If you want to be a trusted part of the community do some proper reporting. Trust is what makes communities thrive and survive. You have an important role to play in local life, its so disappointing to see articles such as these, picked up by the the PA and disseminated to begin the process of chinese whispers taking

out-of-context reporting

to even more out of context reporting.

I raise a glass of Shiraz bought from Bacchanalia in salute of a great little business.

And a suggestion to the Cambridge Evening News, why don't you do a wine tasting

in association with Bacchanalia

, it'll sell more newspapers.

I have had email problems last 3 days, now fixed

To any of our readers who may have tried to send me email last few days, and probably received "mailbox is full" message in reply, there was a particularly persistent blockage problem, which now has been resolved. If you did send me email last few days, then I did not receive it; please resend the communications. I am very sorry, and obviously I have no way to know who has written..  Part of the problems of being so virtual ha-ha..  At least we seem to be up and running again. Sorry about that. Tomi   :-)

Connectivity unleashes productivity

Kevin Kelly gives us a blow by blow account of a speech made at the Long Now Foundation about decentralising control, the Gameen Bank and how that has helped local and poor populations presented by Iqbar Quadir

Wikipedia notes

Quadir’s vision, which was deemed radical at the time, was to create universal access to telephone service in Bangladesh and to increase self-employment opportunities for its rural poor. In 1993, Quadir started a New York-based company named Gonofone (Bengali for “phones for the masses”), which later became the launch-pad for GrameenPhone . Currently the largest telephone company in Bangladesh with nearly sixteen million subscribers, GrameenPhone provides telephone access to more than 100 million rural people living in 60,000 villages and generates revenues close to $1 billion annually. With infrastructure investments of more than $1 billion, GrameenPhone is providing cellular coverage throughout Bangladesh.

Kelly writes

In 1993 when Quadir began, Bangladesh had one of the lowest penetrations of telephones on the planet -- only one phone for every 500 people. GrameenPhone project unleashed 25 million phones. Today there are 100 times as many phones, or one per 5 people. Just as Quadir had envisioned, this decentralized connectivity has increased productivity. Without connectivity people waste a lot more time on economic errands. With cell connectivity farmers maximize their profits by getting real-time prices at distant markets; shepherds can call a vet, or order medicine. One study concluded that the total lifetime cost of an additional phone (including the cell tower and switching gear) was about $2,000, but that each phone enabled $50,000 of increased productivity. And surprisingly, the poorer the country to begin with, the greater the increase in wealth from connectivity.

Iqbal is currently investigating whether energy can also be dethroned from its current mode of extremely centralized generation.

And on this blog all 400,000 words of it, relates to the centrality of networks, social engagement and how that is shaping and changing our world. And why we need to comprehend the principles of: trust, co-operation, sharing, co-creation et al are still the basic tenets of successful societies.

Monkeys Control Robots with their Minds, says CNN; reality a little less apocalyptic

The headline sounds like a bad Sci Fi movie, but yes, CNN runs the news banner right now "Monkeys control robots with their minds." And if you're just a bit too paranoid, soon your fears are of a "Planet of the Apes" vision of the future with humans losing control of the planet merges with the parallel fear of the "I, Robot" vision of the future... with humans losing control of hte planet. But its even worse if you follow that logic to its conclusion, not only do we lose to the robots, but its the monkeys who will be in charge...

Well, reality is of course a bit less threatening.. The real story behind the headline is that some scientists in Pittsburgh USA have trained a monkey to operate a remote control robotic arm - to eat sweets of course (what else would a monkey want to do with it, ha-ha). Now, the science involved is pretty amazing - the monkey brains were wired up to pick up the electrodes of brainwaves, so the artificial limbs were not attached to nerves of a severed arm or something. That part is pretty good ("with their minds") but as to monkeys controlling robots, that is CNN going a bit far. In reality it is that monkeys have controlled a robotic arm or limb, not a full robot. And as to the benefits, the real purpose is of course to develop real artificial limbs that can be controlled directly by the brains of humans some day - and why not other mechanical things to be controlled directly from the brain.

Yeah, its a bit of a stretch from our main topics here at Communities Dominate blogs, but its still an area of convergence, and while not the merger of humans and artificial reality, it is an extension of the mechanical into the animal space. At the one end we extend our technologies into the virtual space, now also into ever more also the animal space. Fascinating. But seriously, CNN - and I mean the international feed of CNN - has been getting ever more silly with some of their news headlines on the ticker feed. I would hope they could be more professional and serious about the news ticker, more like say the BBC 24 hour news.

NME goes mobile

NME is expanding its online offering by relaunching its mobile website with a searchable gig guide, discounts to its Club NME nights and music and video downloads.

The weekly music title's revamped mobile site features news and music reviews with sections dedicated to big-name bands including the Foo Fighters, Bloc Party and the Arctic Monkeys.

Each section will sell downloadable tracks, videos and ringtones, while other downloads from up and coming bands are free.

NME relaunches mobile website

The world of the 7th Mass Media expands

Gen C - Don't live for work

Everyone likes to call them Gen Y - Why? as Y stands for nothing much - whereas GenC stands for the Community Generation. Anyway nitpicking over...

Teenagers and young adults - the so-called Generation Y - have watched with horror as their parents worked punishing hours in their scramble for money and status. Now, as this group go in search of jobs, they have different priorities. They care less about salaries, and more about flexible working, time to travel and a better work-life balance. And employers are having to meet their demands.

Is the opening para in They don't live for work ... they work to live

The previous generation saw work as a primary part of life,' said Madalyn Brooks, HR director at Procter and Gamble. 'When they left education, work was a dominant part of what they did and they were not looking for time out. Now we are seeing the growth of a different profile of candidate. They have grown up in relatively affluent families. They want to be sure that they can strike a balance between work and their personal life, and so the opportunity to take time off, to travel, to work for a company with a strong social responsibility record, these are all concerns that we increasingly hear when recruiting talent.'

A study in 2004 carried out by Common Purpose , an organisation that offers training for leaders and managers, found that those who were not getting satisfaction at work were hitting a 'quarter-life crisis'. Searching for Something concluded that employers had to accommodate young workers' wider ambitions or risk losing them by the age of 30.

'We see young people that are searching for some sort of meaning in life and if you can't align their values with the organisation they might leave,' said Julia Middleton, the group's chief executive. 'I think life is cyclical - and there is a return to people searching for meaning and searching for values.'

Middleton agreed that economic prosperity had fuelled the values of Generation Y

The economic prosperity had fuelled the values of Generation Y is a key point here. A tale well told by Ronald Inglehart and Soshana Zuboff ( Why companies are from Mars and Customers are from Venus)

The values surveys of Ronald Inglehart indicate that the new postmaterialists demand true voice. Theirs is a psychological reformation that suggests some interesting parallels to the religious reformation of the sixteenth century. Today’s individual rejects organisational mediation seeking instead to have a direct impact upon matters that touch his or her life.

They shun traditional organisations in favour of unmediated relationship to the things they care about. The new individuals thus demand a high quality of direct participation and influence. They have skills to lead, confer and discuss, and they are not content to be good foot soldiers.

Young adults place a premium on the efficacy of small groups of people working together to effect change in tangible ways. And they showed strong preference for leadership “that emphasises the collective participation of many individuals over the strong leadership of the few.”

This rejection of mediated influence also helps explain the growing interest in the concept of “direct democracy” as a natural evolution of representative democracy.

The new individuals seek true voice; direct participation, unmediated influence and identity based community because they are comfortable using their own experience as a basis for making judgements.

Worth checking out is the World Values Survey

Great web application to remember a face

So you know the name but don't know what the person looks like? Or you met a few colleagues and got their cards, but now can't recall which was who? Finally there is a good tool to help us with this common problem.

Our dear friend Faith McGary of kgb USA (formerly known as Infonxx, the people directory assistance company in dozens of countries and behind UK's 118118 for example) pointed me to the site of facesaerch (note the deliberate mis-spelling of the word search in the web address). Its a search engine that specializes on the faces of people. It seems to be very new, with very little web info about it and only a couple of bloggers talking about it right now. But it seems like a great idea. I tried it out on a few people, and for example our Alan Moore comes up second behind the "other" Alan Moore, which I think is very good performance. I also searched for several familiar friends of our blogsite such as our publisher Ajit Jaokar, who came out fine, Timo Kasper a dear friend and co-author with me of my third book 3G Marketing, which came out fine; but our third collaborator on that book, Sara Melkko was not found.. Its by no means perfect (yet) but a very good start. And I do like it that compared with the picture search on Google, this engine does deliver images of faces.

Of course like any good ego-maniac, I started to test the service by entering my name. Interesting, even as Ahonen is a very common name in Finland, searching for Ahonen brought my picture as the second one, after the famous ski jumper Janne Ahonen (no relation) who came first. Lots of more established Finns sharing my surname were down the line..  If I searched Tomi Ahonen, it found me of course, but also interestingly, searching just for Tomi did not get my face at all, but lots of other Tomi's from around the world, including of cousre many women named Tomi (which has caused a lot of confusion in the past haha) Thanks Faith, great find!