Obviously there is plenty of competition in the FR business so...

Obviously there is plenty of competition in the FR business so it is about differentiation. I recall various snippets of dicussions or announcements where it was mentioned that Alexium did have an edge at least in a niche sense.

• Firstly, Alexium is compliant with FR performance standards and has recently upgraded their formulations to comply with more stringent work wear reuirements in Europe, that was mentioned in the webcast.
• Secondly a lot of existing competition is now non compliant due to upgrading of standards to outlaw what are now considered harmful products.
• Thirdly, and I think this is one of alexium's major strengths - their application process is relatively simple and single pass unlike other compliant technologies which require multiple pass or multiple treatment stations to achieve the same result.
• Lastly, Alexium can roll multiple applications into a single formulation - a good example of this is in the tenting application as was mentioned in the webcast. Also they use polymeric chemistry and as I understand it they are able to adjust the molecular characteristics to prevent ingress of their products through the skin.

I am an engineer not a chemist and the above is just my recollection of various tidbits that have stuck in my memory from various announcements and from the pitches at the recent Sydney meeting so I stand to be corrected if I have misinterpreted some facts along the way.