Ann: Open Briefing, page-53

Correctly described. To their credit it is definitely not easy to break into big pharma's established workflows. They are participating in industry conferences and setting up stands. In a hindsight, product businesses need small to medium businesses as clients which can be bread and butter while they are trying to break into big businesses. The decision making at that level is not in years and these second tier businesses are constantly looking how to differentiate. This somehow has not happened. Also we have not seen any action to contain the costs in view of slow uptake.