Bill Melo, Chief Marketing Executive, Toshiba America Business Solutions Today, everyone expects the interaction with a smart device to be an intuitive, engaging, and personal experience. We have all grown accustomed to intuitive, game-like apps that are simple to use and quick to master. This expectation was top of mind when my marketing team and I were brainstorming ways to transform the user experience of our e-STUDIO multifunction printer (MFP) customers. The goal was to create a more intuitive, yet powerful MFP that conformed to the user's work life, language and daily tasks. Think of a smartphone loaded with really useful apps. Perhaps most importantly, we wanted to create a simple to use and fun e-STUDIO user experience.