What do you see as the, the key selling points for the country in today's CX dynamic? Uh, and are there any specific niches that come to mind that Ethiopia might be able to, to fill well?

Yeah, I mean, I think, when I think about Ethiopia, we originally went... and I did a little bit of research before I went in terms of how we've perci- perceived Ethiopia, and historically it's been seen more of a, a tech hub, but relatively small, but more of a tech location.

So now there are people looking to drive CX there.

I think one of the niches probably is that ability to provide more tech talent to, to the industry, and we know that the requirements for tech talent is gonna be increasing over time in the CX space.

So I think that the niche could potentially be that, that there is, there is tech, um, and a tech aptitude there.

There's government sponsorship there from a tech perspective, and there are tech companies there.

So you can get that tech talent into your call centers, which is gonna be needed not only at a management level and a, a technical support team level, but even at an agent level, having that digital affinity and being comfortable using digital tools and AI, and it seems to be quite pervasive across the whole of Ethiopia.

Mm-hmm