UK launch announcement, page-12

"a market who has established, well-funded competitors."

Lets take a closer look at that.

The only watches on the list that have similar functionality, including voice calls, is the Xplora 3S and the Doki. The price of the Xplora is very similar to ours at 180 pounds or A$332. We have enough margin that we could easily match that price (if we want to), especially if selling higher volumes in the UK compared to here. The reputation of their device will still be tainted by problems with previous models regarding security in particular. I could not find any store that sells this watch. It appears only available on line. Why are retailers and Telcos in the UK avoiding these watches but keen to try ours? How "established" is this if they only sell online?
The only other watch listed that makes calls, the Doki had a terrible review; "To even start the damn thing you need to put a Nano SIM inside it, a process made far more difficult than it should be. Bits of metal pinged out at me, watch straps flew all over the place – it took me what felt like 45 minutes of grappling to actually get the SIM card in. In theory, the device should then allow your kid to take photos, video-call people, manage their class schedules, make calls, and track their activity. In reality, mine just froze. Sadly I’ve seen stories like this across the internet, with angry parents complaining about devices which froze, inexplicably refused to turn on, could never find a connection, and messed up everything their kids wanted to do on them."
Reviews like that on competitors only helps us. Keep them coming.

Also remember this chart from our half year report? Our sales increased at least 8 fold in just one quarter through the B&M rollout. If our few competitors only sell online, are they really much of a competitor at all?