We've seen a trend in the marketplace for customers who are really looking for a more lightweight ESB product.

It's the trend we've seen for a long time.

We want to be a trend setter in the marketplace and leverage the model for other ministries to have their own text messaging services.

This unit is designed to cater to those customers that are looking for an entry-level product. Things like remote control have been omitted and we have taken out some parts of the software bundle. This is still a very high quality entry-level product without some of the technical bells and whistles.

We owe it to our customers and our dealers ... to be competitive in the marketplace, ... [Ford CEO] Bill Ford said earlier this year we won't be left at the gate.

Those are the little things that add up to making a very unique and worthwhile product for our customers. It's always the little things that keep IT security people up at night.