"Wo liegt Abu Dhabi?"

And you also do this across countries, right? So part of Gulf would be and each market is very different.

So how do you kind of look at localization per se or do you keep everything

No.

Yes.

Yes, I know.

So I feel it's something I had to learn.

So when I first came to UAE, I had to learn UAE customers and international customers at the same time, because the concept of staycation in Europe is in the same country is not very common.

Like in Germany, yes, you can go on summer holidays to like the mountains or the sea if we have the sea in Germany, but Fine, but the staycation concept that we have here is foreign, right? So domestic tourism in Germany is much less in that way.

So to learn the local consumers and then also the international ones, and by international, not necessarily the Europeans, but also... broader gulf and total middle east was also something and to understand that a person in in jordan has different considerations and a different journey and a different thinking to someone from from saudi was something that i had to learn and i'm still learning i feel every day even after 12 years and working for many years on on on the region um so i think um Our aim is that wherever you buy from Samsung.com, no matter which country, your experience is the same.

But we still understand that your need might be different, right? So when we look at payment, for example, first of all, the infrastructure is different, but also the living reality of people is different.

So we had a time where we were very heavily focused on... pushing certain payment methods or reducing others.

We had global initiatives to go for specific wallets.

And I was like, that's not the reality of people here.

It's not going to work.

We can build it.

Not a problem.

We can integrate it.

It's not going to be used.

But you know it's going to be used.

is that thing that is happening here locally that people know about, that people want to use.

So I think everyone should have the same experience, no matter where they buy, ideally.

The product that you physically buy should be, obviously, has the same quality.

But there is still a need to tailor, just on a country level.

Not to talk about personalizing, which is then...

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