Sure, so would tell you that if all of the business, if the future of that business was purely NAND, whether it's 3D NAND or 2D NAND, I wouldn't have changed the business model. The business model works quite nicely between us and Micron right now and we have restructured it such that the cyclicality is much-much less for us as players in that market. What significantly changed it for me was SXP [ph] or you guys know it as 3D Xpoint. By the way we always change the codenames as we go through these things, to confuse the engineers and the public.
This is a very unique architecture, it truly shifts the way memory is done. It has 80% to 90% of the speed of DRAM, while having the non-volatility and cost structure much more like NAND and it allows us to architect a whole new type of memory storage hierarchy and so remember I said, my whole theme around Intel is IPs, they can be shared across these virtuous cycle. Well, if such go to things like Big Data, Big Data is huge amounts of data, hence its name Big Data and the more of that processing, the more closely you can attach the data to the processing, then much faster those Big Data analytics occurred.
We believe that we can get multiple orders of magnitude improvement in Big Data applications by taking 3D Xpoint where we can now take terabytes of data and move it right next to the CPU and have it act much more like memory rather than storage, and so we're building an architecture that we believe will shift how datacenters are built in the future and that's why it's a unique technology that links directly with the CPU, we believe we have a significant leadership over the competition and that's why we're going to go and investing there.
I need to grow in that market, will we be a long-term player in that, I think we have to let it play out over the next five to seven years and see whether others come in, whether somebody else has another ability to copy the technology, we’ll let it play out and we'll be careful about how big the investment is, but for right now we believe we can accelerate the growth of this and it will have a major impact in how things like Big Data Analytics occur in the datacenter.