2. Target Segmenting in Consumer Mass Market
TARGET
SEGMENT
Highly Connected
Families
PSYCHOGRAPHICS
Highly Committed
Highly Communicative
Express Appreciation
SOCIOGRAPHICS
Internet/ SNS Users
USE PURPOSE
Regular Updates
Urgent Notification
Special Occasions
EXPECTATIONS
Accessibility
Quality
GEO-DEMOGRAPHICS
Diverse Locality within the Family
CONCERNS
MASS MARKET
Time Zone
Cost
General Families & Friends
3. Customer Insights
Want to make sure
that my family is doing
well regardless any
time zone any where!!
Want to know
emergency situation
quickly because I
can’t come and help
soon…
I want to get in touch
with my family , see
how my grand
children are growing
up abroad
4. Enhanced Offline Accessibility
Forward
calls &
messages
Skype
Secretary
While your contact is offline, calls &
SMS messages can be forwarded to
your contact’s mobile
Voice mail
While you are not able to get your
contact on mobile, voice messages
can be recorded & received
Auto reply
messages
While you are engaged and not able to
come online, you can personalise auto
reply message that will notify your
contact of your current status
5. A Vibrant Shared Bulletin Board
Family
Celebrations
Child growth
tracker
Making your own cards
Clock Time zone
Uploading videos &
photos
Reality Visit
Last
Notification
Last visit at
20:17 p.m.
7. Family needs a home to get together . . .
Now you have real “HOMEpage” to be connected
with family located internationally
Skype HOMEpage
offers continuous
family
connectivity!
8. Skype HOMEpage is for Everyone!
Skype HOMEpage apps
are simple and easy even for
grandparents to update comments
and pictures instantly!
From your grandparents
Nicole: Mar20,1987
Growing very
fast…congratulatio
n joining
elementary!
Take Photo &
Update
Send
Message
Call
Skype LifeBook!
Happy Baby Shower
Create a LifeBook and send it as a present for your loved ones on special
occasions such as baby showers, birthdays or anniversaries!
Sign up now for just $30!
What you get: 1 hardcopy of lifebook, reserved delivery up to 25years in the future,
automated 200 pictures & 50-page editing
*Get $20 discount certificate with monthly membership of Skype HOMEpage for as low
as $1.00/month
9. Family needs a home to get together . . .
Now you have real “HOMEpage” to be connected
with family located internationally
Family account
(3–ID package)
NOW! you got everything
you need to stay close with
your family even when they
are at different parts of the
globe!
Skype HOMEpage offers
a comprehensive tool to
trace if your family is doing
okay, exchange video
messages when they are
offline and many more
features!
Widget services (Family bulletin board,
e-cards, videos & photos upload, etc.)
Forward calls & SMS messages
Voicemail & auto reply messages
High quality headset
From $4.49 per month*
(Unlimited IDs)
You can even track the
growth of your
grandchildren and make life
history books as future
birthday gifts!
This great family package at
only $1.00 per month per ID!
$3 per month ($1 per ID)
13. Skype Fast Facts
Technology & Products
Internet-based peer-to-peer network(P2P)
Low cost structure
Free products 94% users
Paid premium products 6% users
Business Approaches:
Continually drive new users
Better promote paid products
Increase revenue per paying user
User Base & Market Share
46% -> 40%
40% -> 38%
26% -> 19%
Growth rate compared to the same date in the previous year
Over 500M registered users
Aim to grow towards 1B registered users
Slowing down trend of all users
(registered, connected, paying)
Second in Instant Messenger Market Share
18% (after MSN 64%)
Largest in VoIP Market Share (in mobile
broadband) 82%
14. Target Customer Segment
Emotional Engagement
CONSUMER
Blue Oceans
General
Families &
Friends
Highly
Connected
Families
Infrequent
(Irregular)
BUSINESS
Frequent
(Regular)
General
Professionals/
Business Users
Highly
Communicative
Professionals/
Business Users
Transactional Engagement
15. Positioning Statement
To highly connected families that are located internationally,
SKYPE is a brand of communications solution that provides
quality, easy and cost-saving means of intimate connection
with all family members even when they are offline
Target Segment
Frame of Reference
Point of Difference
Highly connected families
with members located
internationally who want
to regularly touch base
with one another (young &
old); not restricted by time
zones & internet status
(online or offline)
Product Category:
Communications Solution
Essence of Value
Propositions: Skype
enables families to stay
connected more effectively
What Customers need:
Effective communication
(even when offline);
channel for intimate
updates beyond calling and
messaging regardless of
time difference
Product Features: Offline
accessibility (Secretary);
integrated platform for
regular & intimate updates
Cost: Low cost package
16. Competitive Positioning in Target Segment (A)
*Based on general sentiment and perception, not actual statistics
• Line
Smart- • Whatsapp
phone • Facetime
HIGH
Apps
Continuous
Connectivity
(Offline
accessibility)
LOW
Skype
Social
• Facebook
Network • Twitter
Sites • Google+
VoIP
• Vonage
• Phone.com
• Lingo
LOW
Compute
• MSN
r
• Google Talk
Mediated
Comm. • Yahoo! Messenger
HIGH
Intimate Family Connection
(Integrative features)
17. Competitive Positioning in Target Segment (B)
*Based on general sentiment and perception, not actual statistics
HIGH
Revenue
Potential
(Profit margin)
• Vonage
• Phone.com
VoIP • Lingo
Smartphone
Apps
• Line
• Whatsapp
• Facetime
Skype
Social
• Facebook
Network • Twitter
Sites • Google+
Compute
• MSN
r
• Google Talk
Mediated
Comm. • Yahoo! Messenger
LOW
LOW
HIGH
Customer Loyalty
(Retention rate)
18. Potential Market Size– International Families
More than half of the families have relatives living
outside their home country!
7 billion world population = at least 1 billion families
51 million
49 million
50% of 1 billion families = 0.5 billion families to reach!
16 million
54%
35 million
Research demographics: 1,600 people from 54 different countries
Source: http://kindo.com/blog/2008/02/28/this-is-how-international-todays-families-really-are/en/
19. Potential Market Size – International Migrant Stock
Percentage of International Migrant Stock
49 million
32.00%
51 million
33.00%
Asia
Latin America
North America
16 million
10.00%
2.50%
4 million
35 million
Oceania
7.00%
Africa
Europe
28.00%
Source: United Nations, Population Division/ DESA, 2012
http://esa.un.org/MigOrigin/
20. ROI of Family Package Customers
Per month basis
Current
Potential
Time spent with
family (virtually)
0.5 to 1 times a
week
2.5 to 5 times a
week
Estimate 5 times more
Percent of
60%
participation by family
members
100%
Dollars spent on
online video calls/ IM
Increased
frequency of
communications
Fixed
0$
Dollars spent on
$0.11 x 20 SMS =
urgent SMS messages $2.20
Fixed
Based on global rate at
$0.11
Dollars spent on
$20
Fixed
urgent calls (landlines/ Estimate based on payas-you-go VoIP
mobile)
Total expenses
22.20$
3.00$
Increased percent
of participation
including elderly
members
Fixed monthly
expenses
(predictable)
80% reduction of
expenses
(cost-saving)
22. 47,7% of interviewed
international families wish for
urgent connections
Always stay connected
Urgent calls
Urgent messages
Any time no matter even it
is offline
23. New “Family Package”
If your contact is
offline
Calls & messages
are forwarded
To your contact’s
cell-phone
24. New “Family Package”
Shared Bulletin
Board & Room
18,2 % of interviewees are to
have it
to keep up with their family
25. New “Family Package”
Family
Celebrations
20,5% interviewees
are
to celebrate
occasions together
online
Child growth
tracker
18,2% interviewees
are
to measure up
child’s growth and
share with other
family members
26. New “Family Package”
Making your own cards
Make unique cards
online for your loved
ones,
6,8% interviewees
preference
Clock Time zone
Check the time zone
directly on your shared
room,
27,3% interviewees
preference
27. New “Family Package”
Family Bulletin Board
Last Visit
Notification
Uploading videos &
photos
Last visit at
20:17 p.m.
Last visit is fixed for
members
awareness,
15,9% interviewees
preference
Upload
videos, photos
directly in your
online shared room,
38,6% interviewees
preference
29. How Skype meets and doesn’t meet customer insight
Video Call;
Great! I can see his face and
tell that he is happy without
any problem! That’s why I
love Skyping!! Besides, it is
far cheaper than fixed line
It would be better if I
could his photos and videos
taken outside somehow…
Offline can do
nothing;
Why is he not online? Is he
sick? Or does he have some
trouble on the way home?
Want to send him message
immediately. Actually it is
hard to be online always
because of time difference.
Wish to have communication
tool even works offline so
that easier to keep in touch.
Skype is very good tool to communicate but restrict the communication
among family forcing the both sides to be online in the same time! It is very
hard for internationally located family living in a different time zone!!
30. In order to meet customer insight,
we would like to have
Tight Family even
closer;
Enhance Offline
Communication;
• Clock time zone
• Shared bulletin board
• Child growth tracker
• Making your own cards
• Urgent messaging
notification
• Last visit notification
• Uploading videos and
photos
• Birthday alert
31. Customer Insight from our questionnaire (1/4)
Precondition
Target segment: families in Japan with family members located internationally
Period: 4th February – 11th February
Tool: Survey Monkey questionnaire distributed to target segment through
email or Facebook
Valid reply: 44
Q1. What tools do you mostly use to contact your family in abroad for voice talk ?
Line
0.00%
Google talk
0.00%
13.60%
Facetime
75.00%
Skype
11.40%
Fixed line
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Skype is the most popular
tool to contact for
internationally located
families
32. Customer Insight from our questionnaire (2/4)
Q2. How often do you contact them?
Q3. What is main purpose for you to
call your family?
0.00%
Less than once a year
Once a year
6.80%
Once a month
20.50%
Celebrating occasions
4.50%
25.00%
Tell some urgent news
2 to 3 times a month
22.70%
Once a week
22.70%
20.50%
2 to 3 times a week
15.90%
4 to 6 times a week
6.80%
Everyday
0
0.05
0.1
Make sure that the other side
is doing well
50.00%
Just talking about what
happened recently
47.70%
68.20%
Keep updated
0.15
0.2
0.25
0
More than half people contact very
often, more than once a week.
0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8
People want to know the updated
situation of family members and
make sure they are doing well
33. Customer Insight from our questionnaire (3/4)
Q4. What is your difficulty to contact your family in abroad with the tool you currently use, if any?
Technical Issues
•
•
•
•
•
•
•
Quality of voice
Sometimes there is some difficulty to hear the voice clearly
I sometimes cannot here the other side clearly
Not everyone has iPad or Apple products so that's when we switch to Skype, but the quality isn't always very good.
Sometimes the call quality is not the best
Unclear voice and noise.
Quality
Delay in sending/receiving message on Skype via smart phone sometimes.
•
•
•
•
•
•
•
•
•
•
my country doesn't have a good internet service.
sometimes the internet connection is not good
Everything needs good internet connection at both ends.
Internet
The internet connection in NZ is very poor therefore the video qaulity is poor
Poor reception/ quality of connection
Internet
poor connection or drops out, video freezing, audio distorted or static-y
connection is not stable, the call gets disconnected at times. And mostly, while talking, there's always lagging.
Connection with only wifi Poor connection
Dependant on my internet connection, which is extremely unstable.
•
•
•
My parents have difficulties to use computer things.
technical difficulties, such as mic problems
Hardware Limitations
call
Connectivity
Hard ware difficulties
34. Customer Insight from our questionnaire (3/4)
Q4. What is your difficulty to contact your family in abroad with the tool you currently use, if any?
Unique Issues for internationally located families/ Skype functionality
•
•
•
time difference
Internet connection speed Time zone difference
Don't know what time it is in the country where they are; don't know their schedule; don't know their
international number to start a connection
•
•
unable to contact anytime anywhere because my parents do not use smart phones.
skype does not always show me when somebody comes online. it worked well with the old version, but
not with the new one. also i would like to get the function back for sending files via skype
•
Japanese culture is my only obstacle really. Using phones here and there is considered impolite by the
social norms -_-'‘
no problem, I am using Mobile VOIP, its convenient. buying credits online and using it from internet, its
cheap too
cost for fixed line, utilize phone card
•
•
Time difference
Can’t reach the
other side
Culture, cost
etc…
35. Customer Insight from our questionnaire (4/4)
Q5. What kind of service do you wish to have to connect with your family closely?
15.90%
Last visit notification
27.30%
Clock time zone
47.70%
Urgent messaging notification
Shared bulletin board
18.20%
Child growth tracker
18.20%
38.60%
Uploading videos and photos
6.80%
Making your own cards
20.50%
Birthday alert
0
0.1
0.2
0.3
0.4
0.5
0.6
• Urgent messaging service would be most appreciated
• People also want to upload videos/photos and share with family
members. We could utilize these service in a “family bulletin board”
• Time zone clock is to solve common difficulties for internationally
located families
36. Pricing & Back up-2 Model
Commercial
Supporting Data
Back up
37. Pricing and Commercial Model
2010
Net revenues (thousands)
2013
$859,815
$1,597,344
$97.7
$96.0
Cost of net revenues (thousands)
$415,702
$713,100
Cost of net revenues / connected
users
$2.9
$3.0
$423,464
$713,100
Net revenues / paying users
Operating expenses
Operating expenses / connected
users
$2.9
6% to
(per 3
IDs)
$171,144
Keep free
users
Increase
paying users
Skype
secretary
Premium
package
Entitled 3 IDs
1%
7%
Key Business Drivers:
Increase paying users through
Family Package subscriptions
1 Family Package potentially
brings in additional 3-5 users
Headset
1-month free
trial
$3.0
$20,649
Income
$3
Family
bulletin
board
Acquire family
package users
We want family
package!
High
benefit
Keep low
cost
structure
Key Advantages:
Viral marketing
Low cost tech (P2P)
Low cost resources
38. Appendix 4 The projection of future growth with
current model
Lift up to 7%
238 million connected
users in 2013
10
237,700,000
# of connected users
250,000,000
(level of 2009)
The relationship between # and % of
paid users
9
200,000,000
y = 3E+07x + 2E+07
150,000,000
8
145,000,000
7
105,000,000
100,000,000
6
75,000,000
52,000,000
50,000,000
y = 10.632 e(0.000)x
5
4
0
2007
2008
2009
2010
2011
18,000,000
2012
2013
0
50,000,000
100,000,000 150,000,000 200,000,000 250,000,000
16,639,000
# of paid users
16,000,000
14,000,000
16 million
paid users in
2013
12,000,000
10,000,000
8,800,000
7,300,000
8,000,000
5,800,000
6,000,000 4,600,000
4,000,000
2,000,000
0
2007
2008
2009
2010
2011
2012
2013
40. Appendix 1 Concept
Offering charged family package including family
bulletin board, Skype secretary, headset present as
well as current premium package functions with
limited number of family location (within three IDs)
and one month complimentary trial.
6% Skype out paid users and low cost structure have
supported 94% free Skype users.
Skype users have high e-commerce literacy and high
income relatively.
• 22.7% has a household income of $100K+
• 78.3% has shopped online in the past 30 days
41. Appendix 2 Current business model
663 M registered users
145 M active users
8.8 M paid users
(6% in active users)
44. Appendix 2 Current business model - Highly
competitive
Internet and software companies
Lack of focus on voice and video
communications.
Lack of scale in community of
voice and video communication
users
Limitations on voice/video
quality and ease of use
Telecommunication companies
Higher-cost products
Higher customer acquisition cost
Regional services with limited geographic
reach
Single mode of communication
45. Appendix 2 Current business model - Technology –
P2P
peer-to-peer network allows Skype to operate at significant scale
and to manage the integrity of a network that at peak times can
include approximately 29 million concurrent users, each of which
is considered a “node” in the network. In this peer-to-peer model,
peers can be both suppliers and consumers of resources, in
contrast to the traditional client-server or web model where only
servers supply and clients consume.
46. Appendix 2 Current business model – Low cost
marketing
As one of the largest global communication platforms with a well-known brand, we
have benefitted from significant user growth through “viral” marketing, by which
we mean high levels of word-of-mouth and free media coverage for our products
that is driven by, and drives, the size of our global network of users. We believe that
a significant number of our users have registered for our products based on positive
word-of-mouth recommendations from other users.
47. Appendix 2 Current business model – Low cost
resources
Country / Region
Estonia
United Kingdom
United States
Luxembourg
Sweden
Czech Republic
Asia Pacific
Total
Number of e Primary function
mployees
368
Product Development
225
Sales and Marketing
Sales and Marketing and
139
Product Development
72
42
41
24
911
Facilities
Lease in Tartu
Lease in London
Lease in Palo Alto
Headquarter, lease in
General and administration Luxembourg
Product Development
Lease in Stockholm
Product Development
Lease in Prague
Lease in Tokyo, Hong Kong,
Sales and Marketing
and Manama
48. Appendix 6 A simple P/L
2008
2009
2010
$551,364
$718,903
$859,815
$1,597,344
$95.1
$98.5
$97.7
$96.0
$293,201
$343,981
$415,702
$3.9
$3.3
$2.9
Operating expenses
$235,301
$395,715
$423,464
$713,100
Operating expenses
/ connected users
$3.1
$3.8
$2.9
$3.0
$22,862
-$20,793
$20,649
$171,144
Net revenues
(thousands)
Net revenues / paid
users
Cost of net
revenues
(thousands)
Cost of net
revenues /
connected users
Income
2013
•Profit of $90
per a new
paid user
$713,100
$3.0
49. Appendix 7 Headset information
Skype currently has the Skype shop for headset and some materials. They
have enough stocks and effective sales channel.
51. Effective Promotion through social media & “viral”
Co-create value
with Skype
Facebook fans
Detailed
information on
Skype’s blog
A family needs a home to get together... now you
have a real "HOMEpage" to be connected with
family located internationally.
Skype's new family plan is ready to launch! To
celebrate, we're giving away a free year
membership to one lucky family. To enter, post
your most creative family portait here. We'll hold a
a vote with our Facebook followers and staff
vote with our Facebook followers and staff
next week, and the winner and their family will
get a free year of Skype's new family plan!
#SkypeFamilyPlan
Details: http://spr.ly/6034nzno
Skype's Family Plan
Many
opportunities for
word-of-mouth
Allow users to
make their own
content on
Twitter
In-obtrusive
advertising in
Skype
52. Word-of-Mouth Advertising proven effective
From Skype's own shareholder's report:
As one of the largest global communication platforms with a wellknown brand, we have benefitted from significant user growth
through “viral” marketing, by which we mean high levels of wordof-mouth and free media coverage for our products that is driven
by, and drives, the size of our global network of users. We believe
that a significant number of our users have registered for our
products based on positive word-of-mouth recommendations
from other users.
53. Increase Visibility upon registration
Share special moments with your family any time, any place.
Click here for more information on the Skype Family Plan.
Use the Skype log-in screen to enhance current
customers' experience. They will bring in their own family
members using the plan.
Share special moments with your family any time, any place.
Click here for more information on the Skype Family Plan.
54. Costs of Promotion Plan
The main cost is the money not received by giving away free
Family Plans.
The 1-year membership is $36, so, with each free
customer, the cost is $36.
We are planning monthly birthday contests and contests for
major holidays, so 20 contests a year.
20 contests x $36 cost = $720 for the first year
55. Family Portrait Campaigns
Cost per campaign
36$ 1 winner of free 1-year membership
3$ x 12 months = 36$
No. of campaigns per year
Total cost per year
No. of packages to sell per year
Target customers to get per
campaign
Target outreach per campaign
Viral marketing (word of mouth)
success rate
20 For first year only
720 $ 36$ x 20 = 720$
25,000 Based on projected growth
1250 25,000/ 20 = 1250
125,000 Assumed conversion rate at 1%
12% Out of more than 25mil registered users,
3mil+ users were persuaded by word of
mouth (2005)
With 660mil registered users (2010), the
campaign outreach success rate is likely
to be high and achievable
56. Use Skype's resources to keep
promotion simple but effective
Using Skype's media outlets provide:
low cost
word-of-mouth opportunities
the easiest way to reach Skype users
57. Reach potential users with
advertisements on the home page
A family needs a home to get
together... now you have a
real "HOMEpage" to be
connected with family
located internationally
Interested?
Start signing up
your family now,
and get free
Skype gift cards!
Learn more
A family needs a home to get
together... now you have a
real "HOMEpage" to be
connected with family
located internationally
Interested?
Start signing up
your family now,
and get free
Skype gift cards!
Learn more
58. Detail new features with
Skype's official blog
Announcing our new Family Plan!
59. Co-create value with users
on the Skype Facebook page
A family needs a home to get together... now you have
a real "HOMEpage" to be connected with family located
internationally.
Happy birthday to all the February babies out there!
We're starting a new birthday tradition with our Skype
family for our new family plan!
Skype's new family plan is ready to launch! To
celebrate, we're giving away a free year membership to
one lucky family. To enter, post your most creative
family portait here. We'll hold a vote with our Facebook
followers and staff next week, and the winner and their
family will get a free year of Skype's new family plan!
Details: http://spr.ly/6034nzno
We offer a huge selection of greeting cards to celebrate
birthdays and all other special moments, but why don't
you help us create one that truly shows your good
wishes?
Post your best birthday card design here, and we'll hold
a vote at the end of the month! The winners will receive
a free year of Skype's family plan!
Details: http://spr.ly/6031nDrv
60. Promote small, personal points with
Skype's Twitter
A Valentine's Day Skype call to your mom has less calories than
chocolate #qualitytime #SkypeFamilyPlan
62. Skype Overview
Skype Statistics
Total number of Skype users as of Jan. 2012
Average time spent on a Skype conversation
Number of time that active Skype users spend on Skype per month
Total percentage of small businesses that use Skype as primary communication service
Number Skype enabled television sets
Number of iphone Skype downloads in 2010
Number of people who have ever used Skype
Total percentage of Skype calls that are video to video
Average spent yearly by a paying Skype user
Skype revenue in 2010
Number of monthly log-ins to Skype
Number of monthly paying Skype users
Amount of money spent by Microsoft to acquire Skype
31 million
27 minutes
100 minutes
35%
50 million
7 million
560 million
40%
$96
$406.2 million
124 million
8.1 million
$8.5 billion
Objective for further biz growth:
1. Increase Skype registered user
=> Improving customer awareness of Skype and develop pipeline for Skype future paying user
2. Increase Skype active user
=> Maintain active customer base to advance the products and services
=> Strengthen customer loyalty to Skype products & servicesç
63. The number of total social network user
Understanding the market current market size
WHY? -> estimate addressable / potential market size
Worldwide population of internet user = 7billion x 35% =2.45billion
Worldwide population of social network user = 1.43billion (2012)
64. Skype user
Understanding the Skype current users size by segmentation
WHY? -> understand current customer for reference by different perspective
The growth rate of Registered user is @ average 38%
The growth rate of connected user is @ average 34%
The growth rate of paying user is @ 21%
There is trend of slowing down the growth rate of registered user, connected user and paying user
Estimated registered user in 2012 is: 560 million x (1+38%)^2 = 1066 million = 1.066 bilion
Estimated paying user in 2012 is : 8.1 million x (1+0.21)^2 = 11.8 million
65. Age Distribution of Social Network User
Understanding the Age distribution of social network user
WHY? -> understand current market of social network
Social networks & online community are not popular for ages between 0~17, 55~64 and
65+
Which could be considered as potential market for Skype
Ages 55~64 and 65+ are considered as adult which is relatively lower risk for business
66. Population Growth by Age Group in Japan
Understanding the Age distribution of social network user
WHY? -> compare w/ population trend and assess future biz potential to develop use
case to capture the biz and penetrate into new market for further biz growth
High population growth rate is expected in JPN
20+% of population will be over 65 years old
Population of 0~14 years old will be declining
Population of 15~64 years old will be slowly declining
67. Consumption of seniors in Japan
Assume JPN as advanced country for aged population, develop use case targeting
aged 55+ and develop emotional meaning to customer.
Assess consumption trend of aged 55+, and develop use case hypothesis meeting
consumption trend
Medical and health related
Traveling
Consumption of senior in Japan
Senior consumption ratio to
total consumption
Children and grandchildren
Housing related
Ceremonial functions
Entertainment expenses, such as friend
Consumer elec & Elec appliance
Trillion
Automotive related
Self Enlightenment and Study
Clothes
Furniture
Telecommunication and internet
Others
total consumption
40+% of 100 trillion yen is consumed by seniors in JPN
29% of senior consumption is spent on children and grandchildren
100 x 40% x 29% = 11.6trillion JPY
68. Japanese traveler and residing abroad
Assess JPN number of people who is often located internationally, whom could be
the potential target customer for online based family bulletin board to be connected
Japanese traveler and residing abroad
(10000)
Traveler
Residing
