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Initially, that is likely to mean branded content — Imoji has already worked with the NBA and hip hop act Rae Sremmurd among others — but there is scope to go far beyond that.
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But their involvement also acted as a brake on the programme: there was scope to go deeper into the strained but close relationship between the star and her mother, Ella.
That is not to say the other three-quarters did not need to go to A&E, but it does suggest there is scope to treat patients elsewhere.
Then there is scope to eavesdrop.
Although there will be a standard contract, there is scope to agree individual service level requirements.
Clearly there is scope to improve this therapy.
Lastly, there is scope to improve our diagnostic algorithm further.
Clearly there is scope to improve infant feeding practices.
There is scope for smartphones to become even smarter.
So while the initial business model is a traditional sales model — with Sight Diagnostics selling the OLO system plus as many test kits as required, and CBC tests taking place fully onboard the system, with no need for the device to connect to its servers — down the line, should all go to plan, there could be scope to bolt on a SaaS platform element.
Even if nefarious forces don't strike, there's scope for things to go wrong with the machines.
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