The core strategy is to position the Amino Group as the provider of choice of technology and products for the delivery of digital TV and on-demand content over broadband networks with a primary focus on the consumer end of the system. Telecoms companies have developed IPTV systems in order to increase revenues in the face of intensifying competition for traditional voice and data services. The end-to-end market place for IPTV systems requires technologies, products and services from a variety of suppliers. A particular strength of Amino is the ability to partner with and rapidly integrate most suppliers of the different elements of the IPTV system, irrespective of the mix chosen by a particular telecom company. As the market continues to grow and develop, Amino's challenge is to ensure that new customers continue to recognise the real enduring advantages that employing its technology offers.