Emmanuel Babeau
Management
Yes. Bonnie, Certainly, that's of course a very good question. I happy to elaborate on it. First and foremost, and that's probably the most important in my answer, we are really happy to see competition really taking now the bih tategueyas a big priority. And showing, I think increase commitment engagement beyond the category. We think that the shared vision on the fact that we need jointly to phase out cigarette and develop better product for smokers is a way, certainly, to accelerate the journey to end smoke the world. To see competition realizing that this is a great category, this is answering smokers need and expectation, putting more innovation, more investment there in the category, that's just great. And I think we can start seeing in some geography where competition increase investment, we can see the overall growth of the market accelerating. And of course, as we take a lion's share of that, that is very good news. Having said that, obviously, what is important for the smoker is the capacity to find with it heat-not-burn tech nology and proposal. Something that is mimicking, to the closest way possible, the experience versus combustible cigarette. And that's where our technology, our capacity to innovate, is making a big difference. And that's where probably some of the competition is struggling a little bit, and that is the reason why some of them believe that they have to discount their product to get some traction. So what does it generate? At the end of the day, it generates the fact that you may have a trial because the device is coming almost for free, the consumable is cheaper. But then if it's not satisfactory, if it doesn't provide the same pleasure, the same benefit as what you have with an IQOS experience and we love further more with IQOS ILUMA, then whether you switch back to IQOS, or you may just be back to combustible cigarette because as you're feeling that that's not satisfactory versus what you really enjoy. And therefore, it's not whether playing the role of converting smokers to heat-not-burn, and you create lot -- lower average consumption device and lower loyalty. So we continued to be a firm believer that at the end of the day, just the right technology, the right experience will convert the majority of the smokers to switch to better product and to heat-not-burn category. And we believe that this is exactly what we are offering with IQOS. And that make us confident on our capacity to retain big market share. It doesn't mean that we're not going to propose also, simpler device, always with our capacity to innovate. Targeting, as I said, different purchasing power, different expectation. But certainly we will continue to lead the way when it comes to a premium product delivering a superior experience.