>>> Now the internet and wireless technologies, Web 2.0, all the things that have changed the consumer experience, the customer experience, have changed expectations about if you're coming to a racetrack or if you're coming to a bank, or even to a library, you have a different idea of what the experience should be. So how have you managed to change the customer experience through those technologies?
>> There's a few ways. On the Web 3.0 side we did start leveraging RSS feeds and blogs.
>> And what do the blogs do for the customer?
>> Well, its very data intensive, very similar to stocks where you need to read up and study your company that you want to buy this particular stock in, very similar in horse racing when you're handicapping a horse. There's all kinds of statistics available to you. There's all kinds of experts in horse racing. So what we've done is we've harnessed several of these experts, in preparations for the Kentucky Derby, to contribute blogs, different points of view, as the field of 440 horses gets narrowed down to the 20 that will eventually run the Kentucky Derby in May.
>> And do you allow the people reading the blogs to contribute their opinions as well?
>> Yes.
==== Transcribed by Automatic Sync Technologies ====
