Question-and-Answer Session
Operator
(Operator Instruction) Your first question comes from Aram Fuchs - Fertilemind Capital.
Aram Fuchs - Fertilemind Capital
I was wondering if you can tell me specifically how your marketing is different online. There seems to be quite a few collaboration software, pieces and basic Google keywords are quite expensive, if maybe you can talk about that and I have a couple of unrelated follow-ups.
Jeffrey Cavins
In the form of our marketing and sales activities around both FUZE and WebMessenger, we have a three pronged sales market strategy and that is to sell to via online marketing. We believe that we have differentiated in unique features that enable us to sell in a market that is somewhat active. We also combine telesales and direct sales activities. We were going out for large companies and/or partnerships directly. Then, we sell for distribution partners as I mentioned at stores are first incarnation of the distribution partner. So, three free front strategy is Web marketing, telesales direct sales, and the distribution partnerships.
We have by our sales versus relatively new telesales and direct sales and as I mentioned, we have been adding two on our online marketing team and this is very active since launch in executing on that three pronged strategy.
Aram Fuchs - Fertilemind Capital
Mark, if you can a little bit about the write down on the auction rate securities. Was there any specific metrics that caused you to increase the write down? We have actually seen some companies start getting liquidity on their assets. So, maybe you could talk about that?
Mark Stubbs
Yes, a couple of things. So, the first thing to remember is our auction rate securities are taxable, and so, the liquidity is been coming in the student loans. And in the [28.33], cause we have large and [28.35] we do not have mini. The second thing is, this all start hitting us really at the beginning of the year. And so, on the head for auction rate securities we have that are taxable, we have not seen any liquidity end of the market is the first thing until we figure, we get further away from with more uncertainty. The second item is our investment factor was Lehman Brothers. And so, when they went bankrupt, it put more uncertainty into our model and so, we are still working with Barclay’s and Lehman’s, to figure out, what are you going to do and get those back in the auction process. So, that was added one uncertainty into the valuation model.
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