By honing in on the model, and with real-time inputs to the model, one can also get a fair assessment of the future device sales. However, sales is just one metric to consider. One has to also look at revenue and profits along with the competitive positioning in the marketplace to truly assess the “market performance” of the player. Having a strong unit share position in the market place is desirable but not a necessary condition to have a strong market performance in a given market. The size of the revenues and profits matter a great deal as well. Similarly, how a company manages and maintains its competitive advantage is very critical. From 2007-2011, Nokia had a dominant unit share but its competitive roadmap looked terrible and the market recognized that. Similarly, Blackberry (then RIM) was the dominant smartphone player of 2008-2009 but it was pretty clear that it is going to end up at a significant disadvantage if it didn’t change its ways in responding to the iPhone.