These are the people who under-stand the true value of a lease. People without a finance background may not really understand the intricacies and the real value of a lease, as opposed to purchasing something outright.

Despite a lack of the material wealth we so value in the West, many people in developing countries have fulfilling lives. So maybe we've missed the boat. Maybe happiness is not about affluence.

The first thing we ask a customer is if they are interested in hearing about what the savings could be on financing options. When we work with customers, we interface with their logistics, engineering, and supply chain people.

We're trying to make up for a deficit. This doesn't necessarily end the drought—it will probably take a couple years of wet to put it to bed—but this is helping.

We didn't finance it. We didn't do the prints or advertising or anything.

LignUp is one of the players in an industry value chain that increasingly differs from the vertically integrated telecom model of the last century. By exhibiting a focus on a networking industry model, open interfaces, open standards, and an innovative Web services based architecture, LignUp has joined a circle of companies that represent the future of IP communications.