Prominent blogger Robert Scoble's announced departure from Microsoft for podcasting startup PodTech
over the weekend seems to have sent shockwaves throughout the blogosphere. While the announcement was not altogether surprising if one read between the lines of some of Scoble's recent posts, it was so to see the story on the front page of the Wall Street Journal.
While I won't retread all the blogosphere blather about this move (you can find those on techmeme), I will state the obvious: No matter Scoble's reasons for the transition, his departure will leave a large wake in the blogosphere, although the exact nature of the ripple effect of which may take some time to ascertain. Though reports indicate that Scoble will continue with his blog at PodTech, it will be interesting to see whether or not his impact -- and import -- will carry over in the transition.
For the past few years, competitors, customers, partners, and the general Internet community have followed Scoble's virtual scribblings to gain insight into the goings on both inside and outside of Microsoft, and, many would agree, to better understand the evolution of the industry. His often very human insights, mostly professional but sometimes personal, and his role as a "node" through which to gain perspective on an endless string of issues with a vocal, honest, and often forthright voice, helped lead the way for other corporate bloggers, and changed the nature of the "conversation" for companies, and consumers, around the world.[Read More]
We announced today our new and improved database, DB2 9
(the database formerly known as "Viper." Although we never had a really cool Sanskrit symbol to visually represent it or anything).
I've just linked you to the high-level skinny, but there are a few really cool features worth highlighting, including Ruby on Rails support. From a pure tech perspective, DB2 9 greatly improves XML performance, and its new compression technology can help cut storage costs by up to 80% (Register for the Webcast to learn more about the potential storage savings.)
And just to prove there really are actual living, human beings who develop this stuff, and not a bunch of droids locked up in an underground bunker 1,000 feet below Armonk, we've agreed to bring some of them out into the fresh air to chat with the world. Be gentle...they frighten easiliy. And before you pummel them with questions, you might want to check out the DB2 9 demo.[Read More]
Google fires another shot across Microsoft's bow as John Markoff breaks the story in The New York Times
that the ever-prolific Google Labs will introduce its Web-based spreadsheet today.
Of course, you may ask yourself: Does the world really need yet another spreadsheet application? That, of course, depends entirely upon your perspective. And whether or not you have a copy of Microsoft Office (or, for you hardcore spreadsheet purists, Lotus 1-2-3).
Based on what I've been able to glean thus far, this Web-based spreadsheet certainly seems like an intended Excel-killer. It includes the ability to upload in both Excel and C.S.V. formats, and interestingly, also allows two or more people to simultaneously edit spreadsheet documents and use Google Talk (Google's IM client) to chat about their work efforts real-time.
Follow the bouncing ball as as Bob and Sue collaborate on this month's revenue shortfall. Their collaboration session might go something like this:
Bob: That sigma sign should be a sum.
Sue: I thought it should be a "percentrank."
Bob: No. And B12 needs to be incorporated into the pivot table.
Sue: The what?
Bob: Never mind.
Sue: Be sure to save the file. I don't want to lose all this work.
Bob: Where do we save it?
Sue: Your hard drive, silly.
Bob: But the Google Spreadsheet tool is on the web. Shouldn't we be saving it there?
Fred enters the Google Talk chat room:
Fred: Hey guys, how's it goin'?
Fred: You guys through with the spreadsheet yet?
Sue: Almost done...although Bob's not sure where we should be saving the file.
Fred: Duh. Save it to your hard drive.
Bob: Thanks, Dilbert...but the Spreadsheet thingie is on the Web.
Fred: Spreadsheet thingie? Is that a technical term?
Sue: I could save it to my USB drive!...as long as the file's not too big.
Bob: I don't think we should save it to the Web. Somebody might see it. Or worse yet, change it!
Sue: Like you've been doing for the last half hour??
Pregnant virtual pause...Sue submits a frowny-face emoticon to the Google Talk session.
Fred: Hey, you need an equal sign in C15 to make that formula work.
The hard-core digital conspiracy theorists must surely be asking themselves the greater question: Was it a happy accident that Google purposely snuck its Google Spreadsheet into the marketplace on 6/6/6?
The devil is in the details. Get your own personal tour of the Google Spreadsheet here.[Read More]
I've been off for a few days R&R at the Texas Riviera (Mustang Island, to be specific), where, gazing out at the oil-producing rigs in the Gulf waters, I had some leisure time to ponder the state of the world, virtual and otherwise.
As fate would have it, the condo where my friends and I stay every year had finally joined the wireless revolution. In years past, if I wanted to get online there, I had to go to the local community computing center. This had previously limited the time I spent online when I was supposed to be vacating.
This year, though, wireless access points abounded. Most were encrypted...save one, which, I must confess, I jacked into and sucked information down like a blackened stream of crude pouring out of one of those rigs in the Gulf.
But I had a good excuse: It rained most every day...I had to do something if I couldn't lay on the beach and suck in the Vitamin D.
Texas needed the rain, and I needed the Internet fix, so all was well in the world.
Has Anybody Seen Dilbert?
When I got back to the home office this morning, I discovered a story that one of our competitors, Hewlett-Packard, is trimming back on telecommuting.
According to an article in the San Jose Mercury News, just as other companies nationwide are pushing more employees to work from home to cut office costs, "HP believes bringing its information-technology employees together in the office will make them swifter and smarter."
I don't know how swift or smart they're likely to get, but I suspect the employees affected who are being forced back into their cubicle farms are pretty POed. Never mind the hassle of office gossip, politics and interruptions: if you're based in Silicon Valley and have to drive that gas-guzzling SUV down Highway 101 at $3.00+ a gallon, you may have to take out a new mortgage just to get to work everyday!
As someone who predominantly works from home these days, I obviously disapprove of this decision. As a patriot, I think it sends the wrong message about how we can effectively use telecommunications technology to help drive down our use of fossil fuels while remaining a productive American workforce. As a competitor, it makes me gleeful. I hope IBM HR recruiters are standing by the virtual HP exits to welcome fleeing HPers with open arms not interested in relocating to the cube farm.
While I agree with the article's suggestion that "there's a certain synergy when people are together in a room," I think there's also plenty of opportunity to strike a balance between physical and virtual presence. And, more importantly, to establish and drive new cultural behavior that takes full advantage of virtual collaboration while addressing its admitted shortfalls.
It did not escape my attention that this story is about the very same company that introduced what I thought was a brilliant collaboration technology just last December, the HP Halo Collaboration Studio, to help Dreamworks Animation employees collaborate in "face-to-face business meetings" across long distances.
An HP press release dated last December 12 indicated that the "...Studio enables remote teams to work together in a setting so life-like that participants feel as though they are in the same room."
But not quite life-like enough to keep its IT employees from having to make the trek down Highway 101 to Palo Alto.
For those organizations interested in empowering their employees to work and collaborate no matter which office they're in, be sure to preview the new Lotus Sametime 7.5...we IBMers have been serving as crash test dummies for the new code, and I've been extremely impressed with Sametime's integration with Notes/Domino (particularly the calendar)...now if I could just get all my own teammates to download it so we could leverage the integrated voice chat feature![Read More]
Injustice is relatively easy to bear; it is justice that hurts.
-- H.L. Mencken
I couldn't let the whole Enron thing go completely undiscussed here in the Turbo blog, but I decided it would be wise to let the verdict wash over me like a fine cool jet spray overnight before I put my fingers to the keyboard.
I obviously wouldn't want to appear too giddy, and I certainly wouldn't want to be perceived as wishing anyone ill will.
Mencken was correct -- justice does hurt, particularly in the executive suite, that place where we look and hope and pray that the cream of our society has risen to the top, only to come to find out that the cream went sour and that instead insatiable greed and avarice ruled the roost.
On the other hand, I must say, I found it most satisfying when I went to the Google Trends tool this morning and entered the term "Enron" into the query window, only to discover that the queries overwhelmingly came from Houston, Texas.
I've never lived in Houston, but Austin is just down the road apiece. I had just moved back to Texas from NYC about the time the Enron story broke, and was stunned when the revelation that things were rotten in Houston began unravelling in the pages of the Wall Street Journal that summer.
It seemed our world was changed forever twice that September.
I have friends and relatives in Houston, knew people who knew people who worked in and around Enron's orbit. Enron in the late 1990s and early 2000s had an aura of invincibility. It was as though the company could do no wrong.
To be an energy trader in Houston, Texas, in 2000 and 2001 was to be at the top of the world. I remember the Fortune 500 list emerging one year during that time, and wondering to myself who exactly was this Enron company that sat number sixth, just above "International Business Machines."
I haven't forgotten the local news stories about the suddenly unemployed and greatly distressed Enron employees interviewed on TV as the walls came tumbling down in Houston, boxes of their personal belongings in hand as they exited the towering glass and chrome Enron building for the last time.
Enron workers speaking of losing their entire life savings, of being locked out of their 401Ks while "Kenny Boy" and other executives put in their sell orders. Of Enron workers wondering what they were going to do next, and whether or not there would even be a future for them.
I remember a few years later hearing the energy traders speaking profanely on those recordings about "Grandma Millie." They cheered when a forest fire shut down a major transmission line into California, dramatically lowering the power supplies and sending energy prices sky high.
"Burn, baby, burn," one trader said to another. "That's a beautiful thing."
Actually, it was anything but beautiful. It was endemic of the kind of avarice that had pervaded a number of other companies and rightfully turns one's stomach -- creating profit out of another human's misery. I can't think of anything more disgusting.
I had actually started back to business school around the same time the Enron story began to unravel. It goes without saying that Enron's demise made for a timely and topical discussion. But I would just as well have preferred to focus on finance and economics and case studies than the histrionics in Houston.
As it turned out, Enron proved to be the ultimate B-school case study, one both epic in scale and tragic in consequence.
Tragic for the workers who lost the pensions they'd worked so many years to build. Tragic in the suicide of Enron executive Cliff Baxter, also a close friend to Jeffrey Skilling. Tragic in all those "grandmas" overpaying simply to keep their air conditioning on in the California heat. Tragic that a seemingly flowering icon of American capitalism turned out to have had a wilting foundation.
Some would say much good arose from the Enron ashes. For example, it helped drive needed financial reform with the advent of the Sarbanes-Oxley legislation. But many smaller, once-public companies who have since taken themselves private would argue otherwise, stating that the prohibitive expense of compliance was too high a price to pay.
Most would agree that it has brought about much needed transparency: in business finance and in corporate governance. I would even suggest Enron's rise and fall is what allowed blogs such as this one to emerge.
Regardless of your own perspective, I imagine for Houstonians, it must have been a very long five years to await this trial.
The jurors who were interviewed after the verdicts were read and court was adjourned said that they really did want to believe Lay and Skilling were not guilty.
But in the end, they simply couldn't.
Though their meted out justice would hurt indeed, the Enron executives' sins -- whether of passive omission or blind arrogance or outright negligence -- demanded it.[Read More]
I was in Armonk giving a briefing to my WW management team recently, and the topic of my talk covered all things Web Two Point Oh.
Because most of the team wasn't focused primarily on the Web as their day gig like mine mostly is, it afforded me a great opportunity to force myself to sit down and really think about the direction and opportunities that the emerging Web technologies and capabilities presented our business.
For fun, I incorporated a slide that provided an overview of Second Life. If you're not familiar with Second Life, it's a sort of SIMS-like virtual "world" (environment?) that people join and have experiences in (I mentioned it in response to a comment yesterday, in case you're wondering where you heard about it recently).
The experiences in Second Life range from selling digital wares to building virtual businesses to selling real estate to just about anything you can think of doing in a virtual environment online (including some things that propriety and proper business convention prevent me from discussing in this blog). But just know if you have ever played the computer game Myst, you will have a good idea of the kind of virtual world I'm describing. However, the key difference being that Second Life is on the Internet and customizable, and so has the opportunity to empower and connect people in a way that standalone virtual worlds never could.
As it so happened, there had just been a cover story from Business Week about Second Life that provided some great background and sound bites. Like the fact that a whole separate underground economy was sprouting up there, complete with the buying and selling of of virtual real estate using real money (yes, you heard me right...people are building and buying condos on the Internet that don't really exist, and using hard-earned real dollars to buy them).
Actually, they're using "Linden" dollars (the dollars created by the creators of the environment), but for which real dollars (and Euros, and British Sterling Pounds, and Yuan, etc.) can be exchanged on the "LindeX" currency exchange.
Of course there's a virtual currency exchange. Where have you been?
You think I'm making this up??? I guess it could be a figment of my avatar self's imagination.
Is It Live Or Is It Memorex?
Okay, so there I am surfing the headlines today to find out what's going on out there in cyberspace after a really hard day's real work, when I stumble across this article, one which suggests that virtual environments are primed for a major advertising breakout.
As an example, it says that just last weekend, BBC Radio 1 kicked off the U.K. festival season by airing a real-world concert in Dundee, Scotland simultaneously inside Second Life. Take that, Woodstock or Bonaroo.
Also according to the piece, a number of ad agency execs have proposals in for integration in Second Life (Ogilvy and Digitas, have you guys received a virtual proposal yet???) Quoted in the story, VP of marketing for Linden Labs David Fleck says that he sees "no reason why Starbucks shouldn't set up virtual outposts or Hummer couldn't give test drives."
Hmm, I can think of a few reasons, like I'm already having a hard time avoiding Hummers buzzing down the streets of Austin. But it would be great if I could get myself a Chai Crème Frappucino and a Tazo Citrus and Cream slurped down my cable Internet connection, double grande pronto! I hate waiting in line for my frozen java treats.
Yeah, it all may sound crazy now, but then again, so did the idea of teenagers using instant messaging to ask one another to the prom a few short years ago. But the last time I checked, social networks for teenagers were the hottest thing since the Hula Hoop and Shrinky Dinks, and advertisers and big media companies are scrambling to get with that virtual program.
No, all this may seem like a really bad Neal Stephenson literary mind trip about now (or good, if you've already bought that Second Life condo you've been dreaming about), but if you ask me, I think virtual worlds are here to stay, and me, I'm ready to go all in.
I figure it won't be long before we'll all be holding virtual meetings and conferences and going on virtual casinos and business trips and to virtual sports events and having virtual meetings and virtual conflicts with our employees. The only difference between what is real and imagined will be a fine one -- and if all this plays out like I suspect -- a very fuzzy one as well.
It's all good, if you ask me. Because before you know it, the real world is going to be the hip and alternative place to hang out again, which is exactly where you'll find me.
Kicking back in my virtual Hummer and sipping my latte double caffeinated virtual frappucino.
I just hope my avatar self can find something good to wear.[Read More]
I want to apologize in advance to the rest of the world. I know -- and I suspect I'm one of the handful of Americans who does -- that the 2006 FIFA World Cup
is about to kick off in Germany on June 9th.
For any Americans reading this, soccer is a sport played on a field about the size of our American football field, but with goalposts that have a net (not the basketball kind) where the intent is not to put the ball completely through the net, but rather land in it.
The field in soccer is known as a "pitch," not to be confused by what happens when the guy in the middle of the diamond on a baseball field does when he throws the ball towards home plate.
Soccer throughout the rest of the world is known by a name that is not generally used in America: "football." And that football is not to be confused with the kind played here in America.
"Football football," as I'll refer to it here, will have an estimated cumulative 32 billion viewings throughout the the world during the 2006 tournament.
That's about 31 billion, 750 million more viewings than most American sports combined, just to give you an idea of how many people will be paying attention to World Cup 2006.
Of that 32 billion, about three of them will be American.
To help Americans understand the scale of the World Cup, note that single digit billions watch the American football championship -- called the "Super Bowl" -- every single year.
Logically, then, one has to wonder: If the Super Bowl is so Super, why does the World Cup have 30-something billion viewings when it's held only once every four years? If there's demand for 30-something billion viewings of the World Cup, perhaps it should be held every year and the Super Bowl relegated to once every four years?
Being an American myself, I can't be expected to explain such oxymorons.
While you ponder that, however, allow me to pass along a few football football (soccer) tips that should be helpful to Americans as this global phenomenon passes them by next month.
First, the mascot. This year's official mascot is GOLEO VI (think "goal," the soccer kind, not the hockey one, and you'll get a pretty good idea of the genesis of the name).
GOLEO VI is the official mascot, not to be completely outdone by his sidekick, Pille the talking football (the football football kind, not the American one). If you saw the movie "Castaway," starring Tom Hanks, Pille is kind of like Wilson, the volleyball that Hanks' character talks to, except that Pille isn't a volleyball...although he kind of resembles one.
Second, if you do business with people outside the U.S., June would be a very good time for you to go on vacation.
Why? Think what happens during the American Super Bowl, except multiply that times about 30 full work days. Work is simply not part of the equation (Hey, do you work during the Super Bowl???)
Most of the 30-something billion viewings previously mentioned will be by people watching the World Cup matches and yelling at their televisions (most of which will be housed in the lobbies of hotels and office complexes so that people can watch the games while at work and on business travel).
And you can surely bet that the Internet will be pretty well clogged up trying to serve up scores and video from the latest matches to a few billion people concurrently. So, take my advice, go on vacation.
Third, if you are an American and you absolutely must do business during June, whatever you do, don't call your counterpart outside the U.S. when their team is playing a World Cup match. I know it will be confusing with the varying time zones and all, but doing so will simply reinforce how absolutely clueless an American you are about football football (soccer), and very likely move you promptly to the bottom of your colleague's call-back list (the calls for which will begin again sometime in mid-July when the World Cup ends).
Fourth, just because you played soccer in the YMCA when you were 12 or watched an indoor soccer league match on TV once does not qualify you to have an intelligent discussion about the sport with your South American or Latin American or European or Asian counterparts. You will likely just embarrass yourself and your country by attempting to do so -- it's much better to smile and feign complete ignorance, which is what most of those 30 billion people expect when it comes to Americans' knowledge of soccer.
Finally, a tie in football football -- unlike American football -- is not necessarily a bad thing. Actually, it can be something of a routine occurrence during the World Cup, depending on what Group your team is situated in...ah, never mind. Soccer is too complicated to try and explain in a single blog posting.
Just know that the U.S. is in Group E, Berlin is 6 hours ahead of the East Coast, most of the games last 90 minutes unless there's a shootout (in which case the amount of time left becomes irrelevant), there are no timeouts, there won't be a lot of points scored in most of the games, and Brazil is almost always favored to win.
That ought to get you by until the next World Cup...to be held four years from now in South Africa. Got it?[Read More]
Well, while the Mesh Conference
in Toronto may now seem like a distant memory, it certainly left some lasting impressions.
As we learned in Web 1.0 or, as I like to refer to it, the pre-Jurassic Web -- the reality of the situation on the ground (or, in this case, in the ether) usually lies somewhere between extreme hyperbole and disproportionate skepticism. Such is the case with Web 2.0.
As Om Malik told us in his keynote interview on Monday, we'll look back on all this Web 2.0 frenzy and none of it will matter. He may be right, but tell that to all the folks standing around inhaling the oxygen from this bubble.
However, as was noted by so many at the conference, this time around the playing field is more level than the first go round. It's less about the money and more about the ideas (well, okay, it's a little about the money). And, we have a whole new field of players, ones who don't necessarily have the baggage from Web 1.0 and who, more importantly, grew up living and breathing with interactive technology.
That fact alone cannot be understated...just ask all the big media dinosaurs running through the Web 2.0 jungle trying to gobble up the young upstarts and buy their way out of extinction.
When the barriers to entry are whether or not you have a credit card, access to a Web server and Ruby on Rails programmer, and a good Internet connection, stand back and watch the fireworks. Because innovation (a good idea well executed) -- not capital -- becomes the gating factor to success. That, and a basic understanding of how to spark a good conversation about your product or service via the Web.
The Mesh conference itself is a good example on a small scale of what I'm trying to describe. The conference began as an idea over a beer a mere three months ago by several Canadian technology journalists and entrepreneurs who wanted to bring together Canada's Web 2.0 best for some mixing and mashing. Within days, what started as a beer shop talk meme had a number of big corporate sponsors, a Web site, and a lot of substantive buzz. (Mark, Mathew, Mike, Rob, and Stuart, my hat's off to you all. You took a great idea, stayed lean and mean, and ran like mad to the finish line.)
Ultimately, what I learned at Mesh was that this generation doesn't want to be told what to do, when to do it, lied to, poked and prodded by marketers. They certainly don't want to be lied to by large institutions with big balance sheets and bloated bureaucracies.
Heaven help you if you blatantly lie to them and they find out about it.
They also seem to have permanently lost the TV remote (I'm sure it's around here somewhere). No, instead they have glued their hand to their mouse, programmed their own entertainment schedules on the TiVo or iPod, and are driven by the inate need for human sociability and honest communication. They share everything, and the network effect abounds.
Nielsen ratings? Just check Digg or YouTube...you'll find out what people are reading about or watching.
If you want to reach them as a marketer, give them straight talk, not platitudes. If you want to involve them in your brand, don't lie about your product's excellence. Instead, be honest about its faults, and demonstrate to them that you're taking some of that money you used to spend on marketing and putting it back into making the product better.
What a concept!
Because if you don't, and your product isn't any good, they're going to make sure the rest of the world knows about it -- and I do mean the world -- in about three seconds. And there won't be much you can do about it except watch the Google queries exponentially multiply and the sales drop like a lead weight off the Empire State Building.
It sounds mean and ruthless and Darwinian and utopian all in the same breath, doesn't it? And in the end, it's probably all that and more.
But based on what I learned "meshing" in Toronto this week, I think we'll all be the ultimate beneficiaries.
Because moving forward into this strange new world, what we say as people, as large institutions, organizations, companies will no longer matter nearly as much as what we do and how we do it.
What we buy will be more influenced than ever by what we know about the product, certainly, but also about the people who make it, market it, sell it, support it...all the way down the line.
Yes, we will all benefit from this. But it will require some changes.
Changes in the way we communicate. Changes in the way we manage. Changes in the way we relate. Changes in the way we market and sell.
That change will be hard...change always is. And many won't like it.
But that change will be required to participate in a participatory economy.
And it's already happening.[Read More]
I watched that ABC TV movie last week about a worldwide outbreak of avian flu, "Fatal Contact: Bird Flu in America," and I have to be honest when I say the "viewer's guide"
put out by the U.S. Department of Health and Human Services was much more engaging -- and informative -- than the movie, providing lots of background information and answering lots of questions I had about the issues and situations presented in the movie.
Currently, the good news is that the guide let me know "There is no influenza pandemic in the world at this time." IBM, along with twenty major worldwide public health institutions, made an announcement yesterday that we hope will help keep it that way.
The Global Pandemic Initiative will partner IBM with a number of health organizations and universities around the globe to explore the use of advanced computer and analytical technology to help with global preparedness. This will include a software framework from IBM that was developed to allow electronic health information to be more easily shared and mined among hospitals, doctors, laboratories, and health organizations.
We also contributed software developed at our Almaden labs called the "Spatiotemporal Epidemiological Modeler" (say that three times quickly). Abbreviated as "STEM," this software can help build computer models of a disease as it spreads geographically to help epidemiologists track the likely future direction of a virus based on visualized empirical data. Learn more about this effort in coverage from the San Jose Mercury News.[Read More]
I arrived in Toronto safe and sound last night, courtesy of United Airlines, only to arrive at the Delta Chelsea hotel bar to discover the "meshing" at Mesh was already underway. Several of us convened at the Elm Street Bar to discuss Old World Media vs. New, and the general consensus seemed to be that we're in a...well, a bit of a period of transition.
No sooner did I chat with Mesh co-organizer Stuart MacDonald about the blogging insurgency's breaching of big media's walls, and hear "GigaOm's" Om Malik tell us in the first session this AM that "the forces of Darwinism will apply in media, just as they have in technology," than I discovered that Johnson and Johnson announced today it was going to sit out the American media "upfronts."
According to an article in this morning's Wall Street Journal Interactive (subscription required), J&J decided to skip this year's annual advertising lovefest, where big advertisers come together with their agency partners and the networks to review the fall TV lineup and start the bidding for advertising time for the season's shows. J&J indicated that "it wants to bring the media-buying process in line with the business-planning process."
No, this doesn't mean you won't see ads for Tylenol and Procrit on your telly in the fall, but it's clearly a siren call that big advertisers have options...plenty of them. On the other hand, it didn't escape my notice that the very same day, MySpace struck a deal with Fox to begin selling episode's of "24" for $1.99 a pop, as well as offer some free episodes of Jack, Kim and the gang, brought to you courtesy of Burger King.
Finding a big audience in the Web Two Point Oh world is no doubt going to be an increasing challenge...but for my money, the real to key is going to be finding the right audience. Though real dollars are beginning to shift from the traditional ("Old") media to the digital space ("New"), I suspect a balance needs to be struck between eliciting attention and intention. Despite all the budgets shifting around, the winners in this Darwinian land rush will be those who can both shout from the cave entrance to the gathering hoardes, while also effectively tuning into that lone voice off in the distance.
I think somewhere between these two ends lies the sweet spot...and next year's ad budget.[Read More]