optical storage a pc oem view tom pratt technology strategist dell advanced product engineering 2 agenda some basic principles drive types & offerings standards next generation blue laser formats the role s position industry dynamics and future 3 customer experience drives everything we do after all it who buys our products are good benefits multiple sources of supply economies scale lower overall costs compatibility across platforms prices format choices made at with these in mind 4 5 levels is complex so far have only added taken none away based make 6 difficult to explain differences between customers opportunities exist reduce this complexity but different desktop notebook cd rw may be first go combo rom