OBJ appoints Paul Peros as CEO of new device business, page-207

Interesting.

A foot in one camp. P&G - safe - maybe for now..

The other market requires a huge shift in the culture/management/funding/business model - bit like building a new company from the base up.

Sure, could happen and maybe it will - that will depend on how "they" respond to the new age marketing of consumer products

- global social media.

Neither OBJ or P&G are skilled in this space.

Its not about OBJ or P&G -

Its about the consumer.

Lose touch with them and no matter how much money you throw at a product - it will not commercially succeed.