By attracting relatively well known asr companies who incorporate our software into their asr offerings.  At this stage in the co.'s development, a primary focus is on the avatar market which itself is early stage, fast growing and whose players are only beginning to become defined and is open to co.s such as RS to provide enabling solutions.  Given the co.'s size and available resources it can only conduct a tighly focused marketing effort to sort out viable opportunities (particularly important given the lead time in developing an asr solution and rvenue streams).  Branding success is creating accurate awareness of RS' technology in a way that draws asr companies to consider the co. as a potential source.