Jack Lazar – Chief Financial Officer
Yeah, and just to add one thing to that. You know, you have a series of people here that have joined Nick over the years that actually have a fair amount of experience doing M&A and those types of things and we’re all very aware of the pluses and minuses of doing M&A, so I think any approach that we would take if we were to take it would be very thoughtful and one were we would obviously keep what’s, keep in mind what’s best for the share holders.
Operator
As a reminder that is *1 if you do have a question. We’ll go next to James Faucette with Morgan Stanley, please go ahead.
James Faucette – Morgan Stanley
Thanks very much. I just wanted to ask about your distribution and wondering if you can give a breakdown, by geography, of how far you think you are in terms of your distribution or potential distribution in places just around the world, just trying to get a sense for how much further you think you can go and reach. Thanks.
Jack Lazar – Chief Financial Officer
Well, I think, you know. This is one of those things that we brought up, when, I was discussing this earlier when I was talking about the international piece. This is actually one of the really big opportunities because uhm, we’re now working not just with the distributors, we’re working actually with the end direct retailers too and that combination, we’re addressing by having more and more people on the streets to learn what customers want and so, that enables us to now only do a better job in marketing the products but actually getting into more doors. There’s plenty of doors that we can go after, there’s no doubt about that, you can go all over Europe and you’ll find a lot of places where you can’t get a GoPro and we look at that as a massive opportunity for the company. And the in APAC we’re even in an earlier stage, I mean, it’s really a long ways away. Uhm, outside of Australia where we’ve done pretty well, but even Australia there’s plenty of places to go. So while I’m not going to quantify, we clearly wouldn’t be talking about it if we didn’t think this was really and truly a very large opportunity internationally.
Operator
We’ll take the next question from Brad Erickson with Pacific Crest Securities please go ahead.
Brad Erickson – Pacific Crest Securities
Hello, thanks for taking my question. When you look at the challenges that face you, I guess on the software development side, where are you most optimistic at this point? And what areas concern you most around driving a path towards being able to monetize the media portion of the business?
Anthony Bates – President and Director
Yeah, just on the software side I would point you back to a little bit of what Nick has already talked about, we are very confident wanting the team that we’re building and the roadmap that we can continue to address you know, pin points around, one making it much easier first to capture your content to manage that and increase as you make it simpler for you to edit and correct great high quality [inaudible] content and the of course share that and we feel very good about that. It’s work, no doubt and we’re going to continue to invest in that. Jack mentioned already in [inaudible] investment on making it RNB up 85% year on year end so we’re very committed to that and I would really separate the two pieces when we talk about monetization. We see that as a potential for us to want to help improve the experience that we talked about but over time the potential for monetize those services and then when we talk about media, I want to reaffirm what we’re about today, is really content enabling our business, more and more people see the power of what you can do with a GoPro [inaudible] the strategy I outlined and then over time we love to see whether there’s potential to monetize that content. But that’s not the focus, right now the focus is really driving a great scene of software experience.
