For all the very complex consumer segmentation models used by a lot of brands we have to increasingly ask if we are paying adequate attention to the most important and clearly most under-represented segment inside the consumer electronics market. I do not mean youth targets, but instead the largest segment of all, females. They represent at least 30% of the decision influence inside families (US and even PRC) and if we assume they are also about 50% of the singles market this means that they are at least 45% of all the influencer targets. The carriers and other organizations such as healthcare providers understand this. We often see from traditional technology brands no more than a tacit and visual recognition of them as influencers.