Backend Developer Jobs

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. What will you be doing? Merchant & brand relationships - Set category priorities and personally own the largest, most strategic merchant and brand relationships Platform / marketplace / affiliate partnerships — Lead strategic platform, marketplace, and affiliate partnerships and shape the supply-side approach Deal Ownership — Lead complex, high-value, multi-stakeholder commercial deals from strategy to close Cross

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. Glance AI is an AI commerce platform shaping the next wave of e-commerce with inspiration-led shopping, less about searching for what you want and more about discovering who you could be. Operating in 140 countries, Glance AI transforms every screen into a stage for instant, personal, and joyful discovery, where inspiration becomes something you can explore, feel, and shop in the moment. Its proprietary models, seamlessly in

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. What will you be doing? Merchant & brand relationships - Set category priorities and personally own the largest, most strategic merchant and brand relationships Platform / marketplace / affiliate partnerships — Lead strategic platform, marketplace, and affiliate partnerships and shape the supply-side approach Deal Ownership — Lead complex, high-value, multi-stakeholder commercial deals from strategy to close Cross

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. Senior Manager – Advertising and Communication Design Glance | Consumer Marketing The Role We're hiring a Senior Manager – Design to lead creative output across Glance’s global consumer marketing function. This is a senior role for an experienced agency professional with strong design craft, a proven management track record, and the range to work across brand, campaign, social medial, film, and product communication. You'll r

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. SDE-3 – Data Engineering and Capabilities Team About the Team At Glance, we are building a first-of-its-kind generative AI-powered commerce platform that transforms how users discover and shop across mobile surfaces, TV, and brand stores. The Data Engineering & Capabilities Team is responsible for building the intelligence backbone that powers personalization, recommendations, multimodal search, e

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. What will you be doing? Merchant & brand relationships - Set category priorities and personally own the largest, most strategic merchant and brand relationships Platform / marketplace / affiliate partnerships — Lead strategic platform, marketplace, and affiliate partnerships and shape the supply-side approach Deal Ownership — Lead complex, high-value, multi-stakeholder commercial deals from strategy to close Cross

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. What will you be doing? Own product positioning and messaging for the Japan market — translating Glance's commerce proposition into clear, locally resonant narratives for consumers and partners Lead go-to-market for new features, surfaces, and launches, coordinating across product, growth, partnerships, and PR Build partner-facing and sales-enablement materials (decks, one-pagers, case studies) that help close and grow comme

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. About the Role This role will lead content strategy and operations across Glance Home Lock (HL), Spaces, and Expressions, including content curation, design management, publisher partnerships, distribution stakeholders. The individual will work closely with HQ to drive publishing automation, analyze performance metrics to optimize the content mix, collaborate with external publishers to source and scale high-quality

Glance Glance is an intelligent shopping agent, redefining the commerce experience. Powered by proprietary agentic intelligence and generative AI, Glance delivers a hyper-personalized consumer experience across mobile and TV — shaping the new era of shopping. Glance is operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of global technology leader InMobi, and is backed by Mithril Capital, Google and Jio Platforms. To learn more, visit glance.com. InMobi InMobi Group is a global technology company shaping the future of agentic commerce and advertising. Through its ecosystem of businesses — including InMobi Advertising and flagship consumer platform Glance — InMobi leverages data, machine learning, and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Glance, which is pioneering new models of agentic commerce, is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. InMobi Advertising InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com. What you'll be doing Define and track the full growth funnel — from install through activation, retention, and monetization Build and manage CRM and lifecycle programs that drive activation, retention, and repeat engagement across the user journey Run a structured experimentation roadmap (A/B tests across channels, creative, audiences, and lifecycle journeys) and turn results into scaled wins Work closely with product, data, and cr

About Ema Ema builds AI Employees for HR, IT and Finance. Our AI Employees take on the busy work across the employee experience, from recruiting, onboarding and benefits to IT support, invoice processing and payroll, so people can spend their time on work that needs them. Founded by former executives from Google, Coinbase, Flipkart, and Okta, our team includes engineers from premier tech companies and graduates of Stanford, MIT, UC Berkeley, CMU, and IITs. We are backed by industry leading investors including Accel, Naspers/Prosus, Creaegis, Section32, and angels like Sheryl Sandberg and Dustin Moskovitz. Headquartered in Silicon Valley and with offices in London, Bangalore and Vancouver, Ema is at the frontier of what Agentic AI can do in production. We ship real systems that run real business processes at scale. Role: Senior Support Specialist (Enterprise Agentic AI) Company: Ema Unlimited Inc. Location: London Employment Type: Full-time/Remote 1. About Ema (Why Ema) Ema is building the world’s first Universal AI Employee — a production-grade agentic AI platform that automates real enterprise workflows across HR, IT, Finance, and Operations. Ema’s customers do not run demos. They replace mission-critical, manual business processes with agentic AI systems that operate across multiple SaaS tools, APIs, and human-in-the-loop workflows. In this world, support is not reactive . Support is production reliability, trust preservation, and system learning . At Ema, Senior Technical Support Specialists are operators of live AI systems , not ticket handlers. 2. Role Overview The Senior Support Engineer owns the health, reliability, and trustworthiness of Ema’s deployed agentic AI systems in production. This role sits at the intersection of: AI behavior Workflow orchestration Enterprise integrations Customer trust Engineering feedback loops This is: ❌ Not L1 / call-center support, ❌ Not a “just escalate to engineering” role, ❌ Not reactive firefighting only This is : A senior

About Ema Ema builds AI Employees for HR, IT and Finance. Our AI Employees take on the busy work across the employee experience, from recruiting, onboarding and benefits to IT support, invoice processing and payroll, so people can spend their time on work that needs them. Founded by former executives from Google, Coinbase, Flipkart, and Okta, our team includes engineers from premier tech companies and graduates of Stanford, MIT, UC Berkeley, CMU, and IITs. We are backed by industry leading investors including Accel, Naspers/Prosus, Creaegis, Section32, and angels like Sheryl Sandberg and Dustin Moskovitz. Headquartered in Silicon Valley and with offices in London, Bangalore and Vancouver, Ema is at the frontier of what Agentic AI can do in production. We ship real systems that run real business processes at scale. The Role We are looking for an Engineering Leader to manage and scale multiple product lines in the Voice, BPO, and Workforce Management space. This is a high-impact leadership role that sits at the intersection of real-time voice systems, operations research, and data-intensive platform engineering. You will report directly to the Head of Engineering and own the engineering organization that builds the infrastructure powering Ema’s Voice AI Employees, Agent QA, auto-learning pipelines, rich analytics, and workforce optimization capabilities — all operating as scalable, multi-tenant systems deployed across global geographies. You will collaborate with Product, ML/AI, and Go-to-Market teams to translate customer needs into production systems that handle high volumes of voice data, deliver real-time insights, and continuously improve through automated learning loops. As the owner of multiple product lines, you will balance roadmap priorities across Voice, BPO operations, and WFM (work force management) — ensuring each product evolves cohesively while meeting distinct customer needs. What You Will Do Scalable Multi-Tenant Systems Architect and build multi-ten

About Ema Ema builds AI Employees for HR, IT and Finance. Our AI Employees take on the busy work across the employee experience, from recruiting, onboarding and benefits to IT support, invoice processing and payroll, so people can spend their time on work that needs them. Founded by former executives from Google, Coinbase, Flipkart, and Okta, our team includes engineers from premier tech companies and graduates of Stanford, MIT, UC Berkeley, CMU, and IITs. We are backed by industry leading investors including Accel, Naspers/Prosus, Creaegis, Section32, and angels like Sheryl Sandberg and Dustin Moskovitz. Headquartered in Silicon Valley and with offices in London, Bangalore and Vancouver, Ema is at the frontier of what Agentic AI can do in production. We ship real systems that run real business processes at scale. Who We Are Ema is building the next generation AI technology to empower every employee in the enterprise to be their most creative and productive. Our proprietary tech allows enterprises to delegate most repetitive tasks to Ema, the AI employee. We are founded by ex-Google, Coinbase, Okta executives and serial entrepreneurs. We’ve raised capital from notable investors such as Accel Partners, Naspers, Section32 and a host of prominent Silicon Valley Angels including Sheryl Sandberg (Facebook/Google), Divesh Makan (Iconiq Capital), Jerry Yang (Yahoo), Dustin Moskovitz (Facebook/Asana), David Baszucki (Roblox CEO) and Gokul Rajaram (Doordash, Square, Google). Our team is a powerhouse of talent, comprising engineers from leading tech companies like Google, Microsoft Research, Facebook, Square/Block, and Coinbase. Most of our team members hail from top-tier educational institutions such as Stanford, MIT, UC Berkeley, CMU and Indian Institute of Technology. Ema is based in Silicon Valley and Bangalore, India. Who You Are Ema is hiring a Partner Manager to lead strategic GTM partnerships with SIs, VARs, Consulting firms, Cloud platforms, and AI ecosystem players.

About Ema Ema builds AI Employees for HR, IT and Finance. Our AI Employees take on the busy work across the employee experience, from recruiting, onboarding and benefits to IT support, invoice processing and payroll, so people can spend their time on work that needs them. Founded by former executives from Google, Coinbase, Flipkart, and Okta, our team includes engineers from premier tech companies and graduates of Stanford, MIT, UC Berkeley, CMU, and IITs. We are backed by industry leading investors including Accel, Naspers/Prosus, Creaegis, Section32, and angels like Sheryl Sandberg and Dustin Moskovitz. Headquartered in Silicon Valley and with offices in London, Bangalore and Vancouver, Ema is at the frontier of what Agentic AI can do in production. We ship real systems that run real business processes at scale. The Role Shape Ema's product direction. You'll research customers, prioritize features, work with engineering and design, and drive adoption of innovative AI capabilities. What You'll Own Define product strategy and roadmap Conduct customer research and discovery Write PRDs (Product Requirement Documents) Collaborate with engineering and design to ship features Analyze metrics and drive data-informed decisions Go-to-market strategy and launch planning Qualifications Required 6-10 years PM experience in SaaS or enterprise software Strong cross-functional leadership and communication Experience shipping multiple features end-to-end Data-driven decision making and analytics Customer research and user empathy BTech in CS/related field from top Institutes Preferred PM at high-growth SaaS companies (50-500 employees) Experience with platform or API products AI/ML product experience Enterprise sales support and GTM experience Analytics and A/B testing expertise Compensation offered will be determined by factors such as location, level, job-related knowledge, skills, and experience. Certain roles may be eligible for variable compensation, equity, and benefits. Ema

About Bolna Bolna is Voice AI infrastructure built for India - and now for the world. We help businesses deploy intelligent voice agents that can call, converse, and convert in any language, at scale. From collections to customer support to sales, our agents handle millions of conversations so humans don’t have to. We’re a YC F25 company, backed by General Catalyst, with 1,050+ paying customers and growing fast. This Role As an Enterprise Lead , you will own the success of Bolna’s largest and most strategic enterprise deployments. You will lead a team of Forward Deployed Engineers (FDEs), ensuring enterprise customers move from business problem → deployment → measurable outcomes. You’ll work closely with CXOs and senior stakeholders on the customer side while partnering with Bolna’s Product, Engineering, and Business teams internally. This is a high-ownership role. You will be expected to bring structure to complex enterprise problems, drive execution through your team, and ensure that deployments are not just launched - but successful. You’ll operate at the intersection of enterprise delivery, customer success, technology, and business . What You’ll Do Lead and manage a team of FDEs , setting clear priorities, driving execution, and maintaining a high bar for customer delivery. Own the end-to-end success of strategic enterprise deployments - from scoping and solution design to launch, adoption, and expansion. Work directly with enterprise stakeholders and CXOs to understand business objectives, define success metrics, and communicate progress. Translate complex business requirements into clear execution plans across FDE, Product, and Engineering teams. Review deployment strategies, solution architecture, agent performance, and customer outcomes to ensure quality and scalability. Identify risks and bottlenecks early and drive cross-functional teams toward resolution. Build repeatable enterprise deployment playbooks, processes, and best practices . Analyze customer a

About Ema Ema builds AI Employees for HR, IT and Finance. Our AI Employees take on the busy work across the employee experience, from recruiting, onboarding and benefits to IT support, invoice processing and payroll, so people can spend their time on work that needs them. Founded by former executives from Google, Coinbase, Flipkart, and Okta, our team includes engineers from premier tech companies and graduates of Stanford, MIT, UC Berkeley, CMU, and IITs. We are backed by industry leading investors including Accel, Naspers/Prosus, Creaegis, Section32, and angels like Sheryl Sandberg and Dustin Moskovitz. Headquartered in Silicon Valley and with offices in London, Bangalore and Vancouver, Ema is at the frontier of what Agentic AI can do in production. We ship real systems that run real business processes at scale. The Role The Customer Engagement Manager owns a portfolio of strategic enterprise accounts end-to-end: every engagement, every outcome, every relationship, every expansion opportunity. Think of this as the McKinsey Associate Partner model applied to enterprise AI delivery. You are the single point of accountability for your accounts. The customer calls you — not your manager — when they have a problem. You staff delivery teams, oversee solution quality, run executive readouts, measure ROI, drive adoption, rebuild trust when things break, and grow the book through proven production value. This is not a project management role. This is an account ownership role that combines delivery orchestration, outcome ownership, customer leadership, and commercial growth. What You’ll Own 1. Account Ownership Own your accounts end-to-end: every engagement, every outcome, every relationship. Everything good or bad stops with you. Be the single point of contact the customer calls for any problem — delivery, quality, adoption, escalation, or expansion. Maintain a holistic view of each account: engagement status, risk exposure, opportunity pipeline, and the customer’s strate