data general, unisys.we say this is the innovator's disaster because now if, in fact, you wait until the thing shows up -- the worse but cheaper alternative -- you've waited too long, because when it shows up, it's not worse and less expensive, it's better and less expensive. in the case of our navigation example, we had companies like tomtom and garmin and magellan, and they knew that the smartphone was starting to take off. they understood that it was possible that somebody, google, apple, somebody else, a start start-up, could launch a navigation app, but they said it hasn't showne yet, so we'll respond when it does show up. when it did respond, it took off, and within months you had millions of people saying this is better and cheaper, this is worse and more expensive. which one am i going to choose? by then it was too late for them to respond. so we say that, in fact, innovators -- that is to say incumbent businesses of any kind -- need to start looking much earlier into the life cycle of new technolo