ULA had less success securing deals for Earth observation, commercial communication and privately owned satellites than it had with launching U.S. military payloads. In November 2014, Tory Bruno stated the structuring was intended to "lead to improvements in how ULA interacts with its customers, both governmental and commercial", shorten launch cycles, and halve launch costs again. Part of that program involved the development of a new rocket, the Vulcan, initially with private funds, to tackle "skyrocketing launch costs". Bruno believed the new, lower-cost launcher could be competitive in the commercial satellite sector. ULA intended to have preliminary design ideas in place for a blending of the Atlas V and Delta IV technology by the end of 2014 but the high-level design was not announced until April 2015.