Okay , um , I'm going to look at the functional requirements from the marketing point of view and uh obviously our starting point with marketing is always market research.  Um , so that's where we started , we used our our usability lab , the company's usability lab , we did our usual selection methods to get a cross-section of the general public , male and female , all age groups from fifteen upwards and um we observed them in the lab , just their general use of the remote control , you can see we had a hundred subjects there.  Our findings , lots of findings , I've just summarised some of them here. The overall thing which I've I've got at the top there in italics is that users dislike the look and feel of current remote controls , so it has obvious design implications there. Um , we found that seventy five percent of users find most remote controls ugly. Eighty percent would spend more money when a remote control would look fancy , we were quite surprised by that finding , but um that's quite a high proportion of our our , you know , international target group are prepared to spend more money for something that's a bit nicer looking. Um , current remote controls do not match well with the operating behaviour of the user overall. For example , you can see below there , seventy five percent of users zap a lot ,
Yeah.
so you've got your person sunk back in the sofa channel-hopping. So again there's power implications there.  Um , fifty percent of users only use ten percent of the buttons , so again a big design issue there. Um and possibly we can also cut back on cost if we don't have so many functions actually on the remote control. Um the biggest frustrations that people found with regard to personal preferences were um something that you you mentioned earlier , uh remote controls are often lost in the room , it's a slipping down the back of the sofa type of thing , uh fifty percent were were particularly frustrated by that. Uh thirty four percent of people take  said they take too much time to learn to use and I think that ties in with the um the previous finding of people only using ten percent of the buttons , they just can't be bothered to learn about the other functions. Um , um slightly more than a quarter of people said it was bad for uh repetitive strain injury. You know those small movements of the remote control can lead to kind of shoulder and elbow problems. Um the vast majority of the thirty five and under age group would like um a liquid crystal display and speech recognition , again that was to aid I think in uh  when they've lost the actual remote control , some kind of speech recognition. Something we didn't put to them , but which I'm thinking of now is um even if perhaps the lost control can give off a bleep every now and again til you find it or a flashing light , possibly. Um , that trend reverses in the older age groups. So thirty fives and unders who would like those two features , that kind of evens out thirty five to forty five and in the older age group it kind of reverses , they're not so bothered with this.  I had marvellous tables and things that I could show you ,
'Kay.