Digital Consumer Expert Group chair Roger Darlington says the adoption rate is “slower than many in the industry have hoped, if not expected.” He also hints at resistance in the automobile sector, and says radio needs to offer content that is compelling enough to spark consumer interest. Darlington says "I don't think there's much doubt that the consumer proposition is not as strong as it could be and should be." The Guardian says the government's original "loose target date" for a DAB switchover was 2015, when it expected that 50% of Britons would be transferred to the digital platform. At the 50% mark, the government would then take a look at where to go next. Darlington now foresees a switchover from analog to DAB happening in three parts, with most of England itself going by 2017, Wales and the southwest of England in 2018, then Scotland, Northern Ireland and Cumbria in 2019. The digital technology adopted by the UK is an out-of-band solution that is incompatible with the US.-developed IBOC (in-band, on-channel) system created by iBiquity.