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Tuesday, April 24, 2018

The Full Monty: Our Terms of Service Have Changed – April 23, 2018


Looking for a translator who understands legalese; the robot resistance may be rising; Amazon's algorithm will help you look cool; predictive business intelligence systems are the future; Tesla should learn from history; the best digital and social media research of 2018; tech matters to grocers and Home Depot; YouTube TV gets digital-only networks; the lights are on at Flickr; Netflix is going strong - but for how long?; the Podcast Consumer 2018 from Edison Research; fake reviews are big business; measuring innovation; why solvitur ambulando may be your answer; revealing our image strategy; the podcast of the week  and more in Our Terms of Service Have Changed edition of The Full Monty from Brain+Trust Partners for the week of April 23, 2018.



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The Full Monty, a Brain+Trust Partners publication, exposes you to virtually everything you need in business intelligence at the top of every week. Links are below with commentary in italics. Please sign up for our email updates to make sure you don't miss a thing.



Announcements


The more eagle-eyed of you may have noticed the progression of images over the last five issues of the newsletter. It's a subtle nod to Alfred Hitchcock, who famously made cameo appearances in nearly every movie he directed. It took him six years and three films to pull off his cleverest gag: in Spellbound (1945) , he was seen carrying a violin case; in The Paradine Case (1947), he had a cello case; and in Strangers on a Train (1951), he struggled to bring a double bass onto the train.
Our version was the five-part series The Course of Empire by Thomas Cole.




Top Stories

The Facebook / Cambridge Analytica news has brought quite a bit of the unrealized or unspoken of the tech world into national consciousness. Collectively (and individually in some cases), we've been talking about data, privacy, and what we're willing to give up for our beloved free services.

But it strikes us that there's an element that's been with us all along which could have saved us from ourselves — a functional piece of each and every app and service that we use that should have been a talisman, but was instead a nuisance at best or an impediment at worst. 

We're of course referring to the Terms and Conditions.

Ts and Cs (or ToS for "Terms of Service" on some platforms) are what we're typically greeted with when we sign up for new apps, platforms and services. Before you can dive in and share your photos from last night's party, your political opinion on the hypocritical politician of your choice, or message someone, you need to make your way through the legalese of the 20-thumb scroll to find the "I Accept" button that you press, having read none of the Terms.

And is it any surprise that you haven't read them? With some of them <cough>PayPal</cough> being longer than Hamlet, who has time to read them in their entirety? This is how some Londoners were tricked into signing over their firstborn children. With this kind of easy slip-up, simplification is needed.

The real function of these dense, jargon-filled policies and agreements — which most of us universally ignore — isn't for companies to inform users of our rights, but to establish legal grounds for collecting and sharing our information. That's it. Plain and simple. It's a way to ensure that business models stand because we're too lazy or stupid to read and understand the terms.

But now, thanks in part to the advent of GDPR, meant to return control of personal data to the individual by ensuring companies follow a new set of data protection compliance rules, companies are scaling back and simplifying their terms of service. Why? Because users' consent would be legally invalid if they don't understand the agreement they're signing. But you might ask: if they can simplify to adhere to regulations, why couldn't they have simplified for the sake of customers in the first place? To which we'd answer: see the above paragraph.

Facebook is no exception, and the company initially said that it would adhere to GDPR standards around the world – not only in Europe. However, the company quickly changed its position to mean only in Europe, meaning that the other 1.5 billion Facebook users around the world would be governed by the looser US standards.

US regulators have an opportunity to step up and create the same level of data protection for Americans that have been created in Europe. Certainly, multinational companies will need to create a single standard that complies with GDPR. Facebook should step up and meet this need before regulation is required.

Then again, seeing that a number of elderly members of Congress recently had difficulty in understanding basic Internet and social media terms and functions, perhaps we should ask them to spend time reading the Terms and Conditions of their own jobs.




Artificial Intelligence / Autonomous

The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

Aʀᴛɪꜰɪᴄɪᴀʟ Iɴᴛᴇʟʟɪɢᴇɴᴄᴇ / Mᴀᴄʜɪɴᴇ Lᴇᴀʀɴɪɴɢ

Aᴜᴛᴏɴᴏᴍᴏᴜs / Mᴏʙɪʟɪᴛʏ

 


Communications / Marketing / Business Strategy

Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

Sᴛʀᴀᴛᴇɢʏ / Mᴀʀᴋᴇᴛɪɴɢ / Cᴏɴᴛᴇɴᴛ

Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ



Retail Apocalypse

Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 

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Some of the results are going to really surprise you.

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Platforms 

News to know about relevant social, virtual, and augmented reality platforms that may affect your business.

Tᴡɪᴛᴛᴇʀ

Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ

Aʟᴘʜᴀʙᴇᴛ / Gᴏᴏɢʟᴇ / YᴏᴜTᴜʙᴇ

Sɴᴀᴘ / Sɴᴀᴘᴄʜᴀᴛ

Oᴛʜᴇʀ

  • Reddit now has more users than Twitter, and far more engagement.
  • Flickr has been bought by SmugMug, which aims to restore the photo-sharing platform to its prominence. Yahoo bought Flickr in the mid-2000s, but never made much of it. Oath, Verizon's subsidiary decided to unload it for an undisclosed sum.



Media

The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.

Vɪᴅᴇᴏ

  • Netflix added more than 7 million subscribers in Q1 of 2018, putting it around 125 million subscribers worldwide.
  • How the media memberships stack up
    • HBO: 142 million
    • Amazon Prime: 100 million
    • Spotify: 71 million
    • Apple Music: 40 million
    • Hulu: 17 million
    • Pandora: 5.5 million
    • MoviePass: 2 million
  • According to an auditor, the future is bleak for MoviePass. Its parent company will sell 10.5 million shares at $2.75, 28.2% below last Wednesday's $3.83 closing price.
  • Disney's streaming service is coming. With all of the content and franchises under their belt, Netflix should be scared.

Aᴜᴅɪᴏ

Don't forget to subscribe to The Difference from Brain+Trust Partners!


 

Privacy / Security / Regulatory 

Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.

Pʀɪᴠᴀᴄʏ / Sᴇᴄᴜʀɪᴛʏ / Hᴀᴄᴋɪɴɢ

    Rᴇɢᴜʟᴀᴛᴏʀʏ / Oɴ-Dᴇᴍᴀɴᴅ Eᴄᴏɴᴏᴍʏ

    • Lyft riders increased their tipping in 2017 by 8 percent over 2016. The company reported over $500 million in tips for drivers last year. Chalk it up not only to generosity, but to a well-designed app as well. UX matters.


    Measurement / Analytics / Data

    The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.



    Mental Nourishment

    Other links to help you reflect, improve, or simply learn something new.




    Do you like what you see here? Please subscribe to have trends on digital communications, marketing, technology and business delivered to your inbox each week.


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    Brain+Trust Partners companies evolve at the speed of customers. From social and content strategy development to technology and data vendor selection, to improved operations, our focus is on improving the customer experience and saving money. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. Let us know if we can help you.


    Top image credit: The Course of Empire - Desolation by Thomas Cole (public domain)

    -- 

    Tuesday, April 17, 2018

    The Full Monty: The Fault, Dear Brutus – April 16, 2018


    It's easy to throw shade at Facebook, AI and other technology, but the truth may be closer at hand; the four types of machine intelligence; ads are more intrusive now; B2B buyers care about the source of content; the best and worst companies at CX; how digital can help in-store purchases; the State of Digital Advertising 2018; Netflix dominates; Pandora commits to podcasts; why GDPR should matter to marketers; the data Facebook has on you (and won't give up); universal ad metrics across platforms; leadership challenges and digital transformation; the best GIF of 2017; and more in The Fault, Dear Brutus edition of The Full Monty from Brain+Trust Partners for the week of April 16, 2018.



    Does this newsletter bring you any value? Please consider supporting it


    You know you want to

        



    The Full Monty, a Brain+Trust Partners publication, exposes you to virtually everything you need in business intelligence at the top of every week. Links are below with commentary in italics. Please sign up for our email updates to make sure you don't miss a thing.



    Announcements
    .




    Top Stories

    We've certainly learned quite a bit about Facebook over the last few weeks, haven't we? What's becoming increasingly clear with every conversation, every question answered (or skirted), and every discovery is that data privacy and ownership are at the center of things. And those issues remain critical for businesses to address with regard to their own customers. But more than that, we need to take a good hard look at the very technology that makes all of this possible.

    AI to Facebook's rescue?

    With regard to harmful content and its role in twisting what people see, read and believe, Mark Zuckerberg indicated that the short-term plan is more humans (up to 20,000 new hires!) and then artificial intelligence could handle the scale: “We’re going to shift increasingly to a method where more of this content is flagged up front by AI tools.”

    In a confidential document recently uncovered by The Intercept, we find that instead of merely offering advertisers the ability to target people based on demographics and consumer preferences, Facebook will use AI to also offer the ability to predict future behavior. That is, Facebook promises the ability to target consumers based on how they will behave, what they will buy, and what they will think.

    You know what else is powered by AI? Recommendation systems. They're behind Amazon's suggestions ("people who bought this also bought...") and they're behind the algorithms that control the content you see on Facebook. While they can save us time and bring us the content that (we think) we want, recommendation engines are perhaps the biggest threat to societal cohesion on the Internet – bubbles, conspiracy theories, and nonsense make their way to the top.

    And this mist of online reality threatens to break down the basic elements that hold us together as a society offline, as arguments and people alike become intractable. "Fake news" and "alternative facts" have crept into our collective vocabulary and some members of society are unable to discern truth from fiction.

    A turning point?

    Are we already too far down a path of platform-induced destruction? Is it too late to wrest control of our fate from the algorithms? Is the result of making the world a more connected during this fractious political time actually made us more disagreeable than ever?

    Elon Musk – that technological wunderkind known for embracing technology and all it has to offer – recently said "humans are underrated," noting that "excessive automation at Tesla was a mistake." And pioneers in areas of the Internet have begun apologizing for their creations.

    "The fault, dear Brutus, is not in our stars,But in ourselves, that we are underlings."

    But maybe – just maybe – the underlying factor isn't the algorithms that drive the platforms, nor even the platforms themselves. Perhaps our problem lies within. When freely available information meets confirmation bias meets positive feedback loops, the fact is clear: we cannot resist. The temptation to engage is too much.

    The sad truth about technology is deceptively simple: we're addicted.





    Artificial Intelligence / Autonomous

    The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

    Aʀᴛɪꜰɪᴄɪᴀʟ Iɴᴛᴇʟʟɪɢᴇɴᴄᴇ / Mᴀᴄʜɪɴᴇ Lᴇᴀʀɴɪɴɢ

    • We need to obsess about the business of the AI buyer, and we need to obsess about their customers, too. These technologies need to fit the business, not the other way around. Otherwise, AI is a novelty without a clear path to profitability.
    • Cognitive computing, AI, machine learning, and deep learning are often used to describe the same thing, when they actually differ. Here, explained, is what the differences are between four types of machine intelligence so you can better understand how the pieces fit together.
    • European lawmakers, legal experts and manufacturers are already locked in a high-stakes debate about the legal status of robots: whether it’s these machines or human beings who should bear ultimate responsibility for their actions. As the Europeans seem to have jumped ahead in privacy concerns, we should closely watch where they net out with robot personhood.

    Aᴜᴛᴏɴᴏᴍᴏᴜs / Mᴏʙɪʟɪᴛʏ

    • Ford Motor Company is preparing to launch its own self-driving car network, which should be "at scale" by 2021. 
    • In partnership with Getaround, Uber is launching a rental car service within its app. Uber Rent will initially launch in San Francisco and then most likely in the other nine markets in which Getaround is currently operating. The auto wars continue to get more complicated.
     


    Communications / Marketing / Business Strategy

    Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

    Sᴛʀᴀᴛᴇɢʏ / Mᴀʀᴋᴇᴛɪɴɢ / Cᴏɴᴛᴇɴᴛ

    Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ



    Retail Apocalypse

    Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 
    • Online shopping is a mainstream activity—eMarketer forecasts roughly 70% of the US population will make a purchase digitally this year—but more buying journeys still end offline. Here's a look at how digital can help in-store purchases.
    • Walmart is in talks to buy India's Flipkart, but because eBay owns a percentage of the company, Walmart may have to strike a deal with eBay first. This could be the deal that propels Walmart past Amazon in international markets. It could also lead to an interesting tie-up with eBay.
    • Speaking of India, it's home to the best-performing retailer in the world, which you probably haven't heard of. Find out what makes it so successful.
    • Walmart and Amazon are transforming grocery shopping, mostly by unlocking the missing piece in online food shopping: same-day delivery.


    SPONSOR

    Want to know what 500 marketers (budgets up to $10 million) believe and how those beliefs influence their behaviors when it comes to hiring and firing agencies just like yours?

    Don't miss this FREE 16 page report, full of information, insight and guidance on how to best approach prospects based on the findings.

    Some of the results are going to really surprise you.

    If you're seeing this, maybe you'd like to see your company's name here too. Let us know.


    Platforms 

    News to know about relevant social, virtual, and augmented reality platforms that may affect your business.


    Tᴡɪᴛᴛᴇʀ

    Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ

    • We've probably all got Facebook exhaustion from the goings-on in the last month – and certainly from the past week. We'll just leave you with Mr. Zuckerberg Explains the Internet to Elderly Senators. Plus, there's more Facebook news in the Pʀɪᴠᴀᴄʏ/Rᴇɢᴜʟᴀᴛᴏʀʏ section below.

    Aʟᴘʜᴀʙᴇᴛ / Gᴏᴏɢʟᴇ / YᴏᴜTᴜʙᴇ

    Oᴛʜᴇʀ




    Media

    The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.

    Vɪᴅᴇᴏ

    Aᴜᴅɪᴏ

    • Edison Research, producer of the annual Infinite Dial report (shared in our March 12 edition) on digital media consumption, has released its Infinite Dial Canada 2018 report, its inaugural effort in the Great White North. 
    • Pandora is doubling down on podcasts, in an effort to grow its 75 million users through a more diversified catalog.
    • Program of the Week: Our pick this week is Stay Tuned with PreetPreet Bharara, former US Attorney who fought corruption, financial fraud and violent crime, hosts this plainspoken series about justice and fairness. Do you have a program to recommend? Add yours to our Google Sheet: smonty.co/yourpodcasts.  
    Don't forget to subscribe to The Difference from Brain+Trust Partners!


     

    Privacy / Security / Regulatory 

    Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.

    Pʀɪᴠᴀᴄʏ / Sᴇᴄᴜʀɪᴛʏ / Hᴀᴄᴋɪɴɢ

      Rᴇɢᴜʟᴀᴛᴏʀʏ / Oɴ-Dᴇᴍᴀɴᴅ Eᴄᴏɴᴏᴍʏ



      Measurement / Analytics / Data

      The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.


      Mental Nourishment

      Other links to help you reflect, improve, or simply learn something new.


      Do you like what you see here? Please subscribe to have trends on digital communications, marketing, technology and business delivered to your inbox each week.


      patreon.com/scottmonty

      Does this publication provides any kind of value to you? Then please show it! Become a regular supporter.



      Upcoming Brain+Trust Speaking Engagements

      Upcoming events:
      • Digimarcom in New York City on May 10 and in Houston on June 7.
      • In the next two weeks, the Brain+Trust team will be in Nashville and New York. Let us know if you'd like to get together in person.

      Can we speak for your organization or event? Drop us a line.



      Brain+Trust Partners companies evolve at the speed of customers. From social and content strategy development to technology and data vendor selection, to improved operations, our focus is on improving the customer experience and saving money. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. Let us know if we can help you.


      Top image credit: The Course of the Empire - Destruction by Thomas Cole (public domain)

      -- 

      Wednesday, April 11, 2018

      The Full Monty: With Great Power Comes Great Responsibility – April 9, 2018


      We must demand more of Facebook (and of ourselves); ethical standards for AI; blockchain in plain English; the massive impending change for online advertising; transforming customer experiences; if you rely on third party data, you need to find another way; more data restriction at Facebook; shorter skippable ads coming to YouTube; data-based TV advertising; what we can learn from Spotify's IPO; what to look for in Big Tech regulation; industry guidelines on consumer data from the ARF; social media metrics that matter; traits of the best problem-solving teams; texting returns us to our origins;  and more in the With Great Power Comes Great Responsibility edition of The Full Monty from Brain+Trust Partners for the week of April 9, 2018.



      Does this newsletter bring you any value? Please consider supporting it


      You know you want to

          



      The Full Monty, a Brain+Trust Partners publication, exposes you to virtually everything you need in business intelligence at the top of every week. Links are below with commentary in italics. Please sign up for our email updates to make sure you don't miss a thing.



      Announcements
      We're coming to you slightly delayed, due to vacation and the resultant overflowing inboxes and app notifications.




      Top Stories

      As we write this edition, Facebook CEO Mark Zuckerberg is appearing before Congressional committees where he is testifying on Facebook's approach to data and privacy. We read the prepared testimony that Facebook released (spoiler alert!) and caught some of the questioning.

      You've probably heard the phrase "with great power comes great responsibility." Its origins are uncertain, as it's been co-opted by Winston Churchill, Teddy Roosevelt and even Stan Lee in the first Spider-Man comic. The earliest recorded version is actually from a set of decrees set forth at the French National Convention in 1793: "great responsibility follows inseparably from great power." And that too is preceded by the Biblical verse Luke 12:48:
      "From everyone who has been given much, much will be demanded; and from the one who has been entrusted with much, much more will be asked."
      And so we return to Mr. Zuckerberg. His seed of an idea in his Harvard dorm room has turned into a company that touches billions of people around the world in its utopian desire to make the world a more connected place. Facebook has been given and entrusted a great deal – personal data of nearly one-third of the world's population. 

      The question is: have we demanded enough of them?

      As we've seen and read, Zuckerberg does seem to be contrite and admits errors of judgment. There's no question that Facebook is run as an idealistic and optimistic company, and while it portrays itself as a benefactor to the race, it hasn't played by the rules. Time and again, Facebook has been warned about privacy violations and playing fast and loose with features. From its surprise release of the News Feed in 2006 to the ill-fated Beacon advertising system to consensual data sharing and many more examples, Facebook has lived by apology.

      See, it 's not like Facebook hasn't known what it's been doing. With Cambridge Analytica, Facebook knew what happened in 2015, but it's only in recent weeks – thanks to the press – that we've become aware of it. In an interview with NPR, Facebook's COO Sheryl Sandberg said that the company is now taking aggressive action and making privacy policy easier to understand – about something that has been at the core of their business strategy from the beginning. She said Facebook was "way too idealistic," but it's not "way too idealistic" when Facebook had been given warning signs that they choose to ignore. That's willful neglect.

      We can imagine the difficulty in undoing so much that's been done in the last decade by Facebook. With so many users, it must be a daunting task. It's also daunting to think that personal privacy is being treated so lightly by someone with so much power. For a contrast in responsibility, look no further than Apple CEO Tim Cook, who stated that "privacy is a human right."

      The control of data will be the major conversation among brands and tech companies in the foreseeable future. From data breaches and hacks to privacy policies, consumers will want to know where their data is going. And as an entity that has a relationship with your customers, you'll want to have as much control over that data as possible, as that's what will lead to better customer experiences and peace of mind for your customers.

      Much will be demanded; much more will be asked.






      Artificial Intelligence / Autonomous

      The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

      ARTIFICIAL INTELLIGENCE / MACHINE LEARNING

      AUTONOMOUS / MOBILITY

      BLOCKCHAIN

       


      Communications / Marketing / Business Strategy

      Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

      STRATEGY / MARKETING / CONTENT

      JOURNALISM / COMMUNICATIONS / REPUTATION



      Retail Apocalypse

      Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 
      • A global race to automate stores is underway among several of the world’s top retailers and small tech start-ups, which are motivated to shave labor costs and minimize shoppers’ frustrations. As usual, Amazon is the driving force. And we think it goes beyond Amazon's traditional competitors and into many areas of consumerism.
      • Walmart is opening more than 500 pickup towers across the US to distribute customers' online orders with a discount, and take advantage of their physical presence to increase foot traffic at stores. Disclosure: Walmart is a Brain+Trust Partners client.
      • Apple's new Business Chat is in beta and is a universal chat tool that lets businesses interact with consumers via a mixture of bots and humans.


      SPONSOR

      Want to know what 500 marketers (budgets up to $10 million) believe and how those beliefs influence their behaviors when it comes to hiring and firing agencies just like yours?

      Don't miss this FREE 16 page report, full of information, insight and guidance on how to best approach prospects based on the findings.

      Some of the results are going to really surprise you.

      If you're seeing this, maybe you'd like to see your company's name here too. Let us know.


      Platforms 

      News to know about relevant social, virtual, and augmented reality platforms that may affect your business.


      • The reckoning is coming for social media's value to business, driven by the decrease in to which data marketers and businesses have access via APIs. Reliance on third party data is going to hamper brands, says Christopher Penn from Brain+Trust Insights. And this is why, at Brain+Trust, we encourage clients to own your data and own your customer experience.

      TWITTER

      FACEBOOK / INSTAGRAM / WHATSAPP

      ALPHABET / GOOGLE / YOUTUBE

      • YouTube will be featuring shorter, skippable ads. They're guaranteeing more viewability to advertisers, with their six-second ads being skippable after five seconds. Gee, thanks. While it's not "no ads," it's better than longer, unskippable ads.

      MICROSOFT / LINKEDIN




      Media

      The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.

      VIDEO

      • NBC has taken the lead in data-based TV advertising, with AMC, Fox, Turner and Viacom following with their "Open AP" consortium of audience-based ad targeting.

      AUDIO

      Don't forget to subscribe to The Difference from Brain+Trust Partners!


       

      Regulatory / Security 

      Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.

      REGULATORY / SECURITY / HACKING

        ON-DEMAND ECONOMY



        Measurement / Analytics / Data

        The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.


        Mental Nourishment

        Other links to help you reflect, improve, or simply learn something new.



        Do you like what you see here? Please subscribe to have trends on digital communications, marketing, technology and business delivered to your inbox each week.


        patreon.com/scottmonty

        Does this publication provides any kind of value to you? Then please show it! Become a regular supporter.



        Upcoming Brain+Trust Speaking Engagements

        Upcoming events:

        Can we speak for your organization or event? Drop us a line.



        Brain+Trust Partners companies evolve at the speed of customers. From social and content strategy development to technology and data vendor selection, to improved operations, our focus is on improving the customer experience and saving money. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. Let us know if we can help you.


        Top image credit: The Course of the Empire - The Consummation of the Empire by Thomas Cole (public domain)

        -- 

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