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With equipment, we do it with software. But we do it in what we feel is a unique way in helping to facilitate a number of the megatrends that are taking place within the printing industry today of shift from analog processes to digital processes. This can be analog printing to digital printing and analog manufacturing management to digital manufacturing management. And so the question I get when I talk to people aren’t familiar with EFI is, I am an investor, why should I get into software or equipment that’s associated to the printing industry.
Because you see various things about the printing industry that normally raise this concerns in people. You see, well, book stores are closing, the post office which is the primary delivery vehicle for printed material, it just announced today actually a $5.5 billion loss in their 2011 fiscal year, newspapers going away from print editions. You know when was the last time anybody used the phone directory. Millions and millions of phone directories printed before. So clearly the industry is under a lot of pressure
But what this also means is that the industry is transforming. Because there’s various parts of the printing industry that are actually very healthy and growing very quickly. And it’s this transformation that’s taking place that provides the significant opportunity for a company like EFI to be able to facilitate that transformation and really drive the change within the printing industry. Because with significant change comes significant opportunity.