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hi for those of you that don't know me my name is Steve Jobs and this is the first of one of many chalk talks we're gonna have this year together the subject of this one is really important which is who is our target customer why are they selecting our products over our competitions and what distribution channels are we going to use to reach these customers a lot of light bulbs have come on over the last 90 days I've had the good fortune to be with a lot of you out in the field meaning customers getting first-hand information as to what they're doing with our products you have fed a lot of information to the management of this company and we've done a lot of thinking and looked at the data and all the sudden out of this data some very very important things have come to light I want to share them with you today we've had historically a very hard time figuring out exactly who our customer was and like to show you why when we first look at the workstation marketplace looks something like this and the biggest player as you know in the work station marketplaces son second biggest player is HP Apollo third biggest player is Dec and IBM with the RS 6000 is now in the game as well and then outside the workstation marketplace the very large market for PCs and Macintosh is the traditional personal computer market now we looked at the workstation marketplace and we said wow we have multitasking we have great networking just like the workstations we use UNIX we have a pretty good development environment so we're a lot like these folks but then again these folks don't really care about user interface or at least they haven't been able to execute on it if they do they don't really have great third-party application software and these are not machines for mere mortals so we're not like them at all and then we'd look at the PCs and we do strive to get a suite of application software that allows us to be just like these folks we do strive to attain ease-of-use and actually are easier to use than even a Macintosh today so we're a lot like these folks but then again we have multitasking and networking that is an order of magnitude beyond what you can do with a PC today so over the last year we've oscillated back and forth between thinking that the PCs and the Macs were our competitors and this is where we want it to be or the workstations were our competitors and this is where we want it to be in essence are we an easier to use workstation or are we a more powerful PC and had it not been for a revelation if you will five or six months ago we probably would still be oscillating today and what that revelation was was that somebody turned up the power of our microscope a little bit and we saw something very important and what we saw was that the workstation marketplace is really not just one workstation marketplace but two there's the traditional half which is what we've come to know and love science and engineering which does indeed look just like this but there's a new half emerging which we're calling the professional half that is professionals that are not scientists and engineers who want the power of workstations and inside this marketplace there are several sub markets publishing the high end of the publishing market tech pubs medical a lot of database driven applications higher education etc etc etc legal markets in here many many markets are in here and what's very interesting is Sun is the only company that seems to have eked out a beachhead over here and our data says that in 1990 sun sold around 40,000 computers into this market and had about an 80 percent market share so the entire professional workstation market in 1990 was about 50,000 units and Sun had the majority share that's why we didn't see it before it was such a small blip compared to the workstation marketplace or of course the PC marketplace that it did not show up on their radar screen but we've seen it now and it's good that we have because this is a market place that we can dominate and it's a market place that's going to be very large the market research data that we have and also our gut feelings from many many years in the industry say that this market place in 91 is going to grow to about a hundred thousand units in size it's going to double this year and next year in 92 it's going to triple to about three hundred thousand units that is a substantial market place what is also exciting about this market place is that a hundred percent of our volume goes in here in other words if we could ship fifty thousand computers into all these mark this year we would have a 50% market share of one of the fastest growing segments of the entire computer industry now let's examine why this thing is going to grow what is going to cause this thing to grow from fifty to a hundred thousand to three hundred thousand units clearly it is not these people deciding to not to stop being engineers and go to business school and re-emerge over here that's not how it's going to grow it's gonna grow from two factors number one these folks moving in PCs and Mac owners deciding that they need more sophisticated networking more sophisticated development environments etc deciding they need to step up to work stations and one other class of users there's a lot of people now using 3270 terminals or terminal emulators hooked up to a mainframe for database driven applications more and more they are deciding to move their applications onto a powerful desktop workstation connected via networking to the mainframe so that they can get the application out of the mainframe and onto the desktop for more rapid development for better user interface and for better economics so these two factors are what's going to cause this market to increase almost an order of magnitude in size over the next 24 months and we can get half of it now one of the things that is very interesting is that Sun is today the major participant in this marketplace with an 80 percent market share and I personally don't see too many other people being able to move into this marketplace over the next few years I believe Sun will remain our major competitor the funny thing is while we're convincing these people using PCs and Macs and these people using 3270 terminals or equivalents to move in to the professional workstation segment Sun is if you will our friend because they're going to spend their marketing money to convince people to move into this segment but the minute they've made their choice to move into the segment weather we've convinced them or Sun is convinced them Sun and next are mortal and the good news which we'll talk about in a minute is that we've had a chance to suit up against Sun with our new products about 15 times in the last 90 days and we've won 15 out of 15 now we want to address what is compelling these people to move into this new category of professional workstations and secondly once they've decided to make the move into the category why are we gonna beat Sun let's take a look there's three primary reasons the first one is that every single customer we've talked to here has the need to write one custom application they've got one mission-critical app that they've got a right and so the development environment becomes critical in addition to that these applications are very network intensive so they need very sophisticated networking capabilities which they cannot find in PCs and Macs and third and these applications primarily are database driven which means that they want to write the application on the desktop machine but this application on the desktop machine through the sophisticated networking is going to communicate with SQL databases running in either an IBM mainframe or running Oracle or Sybase on a sequent machine something like that so they need the sophistication of the networking and the ability to seamlessly talk to databases running on large servers