I'm glad you asked the question. A little over 10 years ago, Bill Gates said that confidence and trust in the electronic would be key to going forward with the digital economy. And he set the wheels in motion for a trustworthy computing initiative, putting in security by design, privacy by design, and accessibility by design into all of the tools and product sets. So the technology exists to be able to safeguard those critical values and the data that you have.
We've also tried to make it easier for people to appreciate more fundamentally what safeguards and controls they should be asking for from their mobile device providers or any device providers, and how to turn them on. Certainly you'll remember some of those funny commercials where you had that individual asking you at every step of the way. We've learned from that and we've made it more approachable so that people can have that better understanding. We've been working with the Privacy Commissioner so that you have a better understanding of privacy notices. We're making sure they're accessible and friendly. So we're working across those broad sectors and broad regions.
Sometimes there are emerging companies that perhaps haven't placed that amount of emphasis on the security and privacy of the tool sets. And the challenge is having consumers demand that from their providers.