Aside from Positioning and Age, R&D is also in charge of managing Reliability $($MTBF$),$ another part of the Customer Buying Criteria. This number represents how long your product will last before it stops working. Low End customers value Reliability at $7\%$ importance, compared to $19\%$ for High End, and $42\%$ for Performance customers. It is important to identify how customer segments value reliability in comparison to price. A product with a higher Reliability is more appealing to customers, but that comes at a price. As you would expect, the higher the Reliability of a product, the more it costs to make. If you are trying to keep your product's price low, a high MTBF could hurt your profitability.