This is the number one reason we started Cloud Optik. Telcos are fighting customer churn and growing revenue, and we'll continue to see this over the next few years. As we look at the customer journey, we need to enhance the customer nurture step while we use data to define the acquire and grow opportunity. Once the Service provider is the "trusted advisor" we see lower churn rates, selling 30% more solutions with direct access to the decision makers. It's time to bridge the gap.