This case was reported in a newspaper article: Mike Gillin is a tough man to get a hold of. His basement apartment in Smithtown, N.Y. is a virtual black hole for cellular signals. Although AT&T Inc. boasts about its cellular network coverage in the U.S. (More coverage than T-Mobile, more reliable than everybody"), in Mr. Gillin's apartment the cellular service is just good enough that his iPhone would ring when dialed-but the calls would usually fail to connect. Text messages would arrive hours, or even days, late. To address this sort of problem, AT&T developed a new kind of device, a textbook-size cellphone gadget known as a femtocell that helps with unreliable cellular service. Think of it as a personal cellphone tower. It operates on the same technological principle, receiving an incoming call signal via the home's DSL or cable Internet connection, and then broadcasting the signal to the user's cellphone. Coverage is about 5,000 square feet, which is about twice the area of the average U.S. home. The power consumed in operation is equivalent to an electric clock. The potential target segment is customers who-because of architectural issues or location geography-want enhanced calling. "Enhanced because it helps provide greater coverage in situations where problems of poor reception are out of the AT&T's control. The proposed price range is from $100- 150 per unit. Other than the requirement that users have either DSL or cable internet broadband in their home, there are no other charges associated with operating femtocells. Assume femtocells have not yet been introduced to the market and AT&T has come to you, an expert in the area of marketing technical products to consumers, to advise them about the likely success of introducing this new product. Assume that at this point no other company besides AT&T has the technical ability to create a femtocell product. State clearly whether or not you would recommend femtocells be introduced, and explain briefly how you assessed the attractiveness of the targeted segment. Begin your answer with Recommend or Don't Recommend. Glossary: "black hole"-no signals arrive; "gadget"-electronic device