{"id":33898,"date":"2013-02-23T17:33:04","date_gmt":"2013-02-23T17:33:04","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=33898"},"modified":"2013-02-23T17:37:26","modified_gmt":"2013-02-23T17:37:26","slug":"smart-companies-use-big-data-rightthen-theres-them","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/smart-companies-use-big-data-rightthen-theres-them\/","title":{"rendered":"Smart Companies Use Big Data Right\u2026Then There\u2019s Them"},"content":{"rendered":"<p style=\"text-align: center;\" align=\"left\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n                                                                            google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><script type=\"text\/javascript\" src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\">\/\/ <![CDATA[\n\n\/\/ ]]><\/script><\/p>\n<div class=\"mceTemp mceIEcenter\"><\/div>\n<div class=\"mceTemp mceIEcenter\"><\/div>\n<h2 style=\"text-align: center;\"><strong>CoPrivacy<\/strong><\/h2>\n<div id=\"attachment_33900\" style=\"width: 398px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-33900\" class=\"size-full wp-image-33900\" title=\"Untitled-1\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-13.jpg?resize=388%2C211\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-13.jpg?resize=388%2C211 388w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-13-300x163.jpg 300w\" sizes=\"auto, (max-width: 388px) 100vw, 388px\" data-recalc-dims=\"1\" \/><p id=\"caption-attachment-33900\" class=\"wp-caption-text\">Image Source - \u201cEnemy of the State,\u201d Touchstone<\/p><\/div>\n<blockquote><p><em>\u201c<\/em><em>The government&#8217;s been in bed with the entire telecommunications industry since the forties. They&#8217;ve infected everything. They get into your bank statements, computer files, email, listen to your phone calls&#8230; Every wire, every airwave. The more technology used, the easier it is for them to keep tabs on you. It&#8217;s a brave new world out there.\u201d<\/em> <strong>\u2013 Brill, \u201cEnemy of the State,\u201d Touchstone, 1998<\/strong><\/p><\/blockquote>\n<p>People want (O.K., expect) free searches on the web, free places to post all their really interesting information, free places to park stuff \u2013 documents, videos, photos, comments.<\/p>\n<p>While they want to share all of this with certain folks, they expect all of the rest of the global population to keep their collective noses out of their information.<\/p>\n<p>They want to be able to quickly go online and\/or on the phone and find places, the best bargains, the best news (all for free); but tracking you, offering up ideas (or alternatives) \u2026 well, that\u2019s just wrong.<\/p>\n<p>Sorry, it just doesn\u2019t work that way anymore.<\/p>\n<p>When life as we know it \u2013 good, bad, questionable \u2013 went digital, we became more than a little transparent to \u201cinterested parties.\u201d<\/p>\n<p>As Brill observed, <em>\u201c<\/em><em>Maybe you do and you don&#8217;t know it.\u201d<\/em><\/p>\n<p>Sure, there are reasonable things you can request\/expect, but that requires you to know what you\u2019re getting into when you use the free services and set up your own protection priorities.<\/p>\n<p><strong>Be Proactive<\/strong><\/p>\n<p>That means you have to do some heavy studying, heavy work, heavy lifting that most people don\u2019t want to do.<\/p>\n<p>Everyone has a degree of concern about the privacy of their information and if you\u2019re real concerned, real paranoid about it; you have an easy solution\u2026you get off the grid.<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33901\" title=\"Untitled-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-23.jpg?resize=540%2C184\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-23.jpg?resize=540%2C184 540w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-23-300x102.jpg 300w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" data-recalc-dims=\"1\" \/>Privacy Concerns \u2013 <\/strong>No matter where you work or go online around the globe you understand that you have to take steps to keep your personal information private. Of course, in countries were privacy isn\u2019t even an issue, folks can\u2019t get too concerned. <strong>Source \u2013 Colloquy<\/strong><\/p><\/blockquote>\n<p>Okay, that isn\u2019t going to happen; so the next best thing you can do is set up your privacy settings and take some small degree of control over your information.<\/p>\n<p>Frankly, we\u2019re not real upset when we go online to find information and the search engine serves up some intelligent recommendations.<\/p>\n<p>We think it\u2019s a little cool when we go online or visit a web site and they offer up some ideas of things we should consider based on purchases, queries we made there or somewhere else like Amazon, Zappos, Dell.<\/p>\n<p>Sometimes they\u2019re right, sometimes wrong \u2013 Amazon recently offered us some ideas for sewing bobbins and we don\u2019t even have a sewing machine.<\/p>\n<p>But we\u2019re intelligent enough to know that free services \u2013 Google, Bing, Facebook, Twitter, Flickr, YouTube \u2013 aren\u2019t provided out of pure generosity.<\/p>\n<p>Someone pays for this.<\/p>\n<div id=\"attachment_33902\" style=\"width: 615px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-34.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-33902\" class=\"size-full wp-image-33902\" title=\"Untitled-3\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-34.jpg?resize=605%2C429\" alt=\"\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-34.jpg?resize=605%2C429 605w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-34-300x212.jpg 300w\" sizes=\"auto, (max-width: 605px) 100vw, 605px\" data-recalc-dims=\"1\" \/><\/a><p id=\"caption-attachment-33902\" class=\"wp-caption-text\">Source \u2013 Pew Research<\/p><\/div>\n<blockquote><p><strong>Stalking<\/strong> \u2013 people don\u2019t like the idea of having their every movement tracked on the web, they also like the idea of organizations offering ads and information that they are specifically interested in. Unfortunately, most users don\u2019t understand that the tracking is based on their IP address inputs, not them as a person. <strong>Source \u2013 Pew Research<\/strong><\/p><\/blockquote>\n<p>It shouldn\u2019t freak you out \u2013 too much \u2013 that every click, every letter you type, every place you visit is being tracked and monitored.<\/p>\n<p>Horrified, Pintero exclaimed, <em>\u201c<\/em><em>The end of the world.\u201d<\/em><\/p>\n<p><strong>Creative Marketing<\/strong><\/p>\n<p>It\u2019s called behavioral targeting and it has forever changed marketing, customer acquisition and hopefully customer satisfaction.<\/p>\n<p>It\u2019s pretty simple \u2013 if you know someone is looking for something, show them a relevant ad instead of a random one (sewing bobbins).<\/p>\n<p>That\u2019s smart marketing.\u00a0 And it\u2019s a better user experience.<\/p>\n<p>Beats the **** out of the shotgun ads you see on TV, hear on the radio, see in the magazines\/papers that are based on loose demographics and a wish\/prayer.<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-33903\" title=\"Untitled-6\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-63.jpg?resize=550%2C298\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-63.jpg?resize=550%2C298 688w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-63-300x162.jpg 300w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" data-recalc-dims=\"1\" \/><\/strong><\/p>\n<p>Of course, if you tell a search engine or post things on your social site post that you don\u2019t even tell your significant other or family, you should also understand that this information is being tracked, stored and used. If you don\u2019t think so, then we have a Ferrari that was driven by a little old lady from Pasadena that you should buy.<\/p>\n<p>But all of that information relates to your usage, not you personally \u2013 unless you\u2019ve given \u2018em permission.<\/p>\n<p>Brill said admiringly, <em>\u201c<\/em><em>Huh, not too stupid after all.\u201d<\/em><\/p>\n<p>People don\u2019t really want privacy; they want to feel they\u2019re in control (a fantasy but\u2026).<\/p>\n<p>Delivering relevant content to you is a good thing\u2026tracking you is like sick!<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33904\" title=\"Untitled-7\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-72.jpg?resize=466%2C310\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-72.jpg?resize=466%2C310 466w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-72-300x199.jpg 300w\" sizes=\"auto, (max-width: 466px) 100vw, 466px\" data-recalc-dims=\"1\" \/>Degrees of Comfort \u2013 <\/strong>When people tell us about their degree of comfort regarding the privacy protection provided on social sites, you can get a more accurate picture of their feelings, understandings, concern. <strong>Source \u2013 uSamp<\/strong><\/p><\/blockquote>\n<p>Most of us are sorta\u2019, kinda\u2019 okay with our privacy protection settings because:<\/p>\n<ul>\n<li>We don\u2019t think about it too much.<\/li>\n<li>We like to be connected, to share.<\/li>\n<li>We prefer that advertisers subsidize all of our online services.<\/li>\n<li>It\u2019s difficult to place a value on privacy.<\/li>\n<\/ul>\n<p>You gave up a little bit of your privacy when your boss gave you a job.<\/p>\n<p>If folks think Google\u2019s Street View (which helps you find places quickly) should blur out their face when it\u2019s captured (one of our kids ran out and posed when the camera car went by), then why do they post all those photos, videos on their SNS (social network site) pages?<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33905\" title=\"Untitled-8\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-82.jpg?resize=357%2C218\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-82.jpg?resize=357%2C218 357w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-82-300x183.jpg 300w\" sizes=\"auto, (max-width: 357px) 100vw, 357px\" data-recalc-dims=\"1\" \/>Who\u2019s Watching \u2013 <\/strong>Individuals and governments may get upset at Google Street View, but it less intrusive than the number of cameras you pass \u2013 walking, riding, driving \u2013 every day. In England, it is estimated that citizens are captured on film up to 300 times a day. Watch what you do, where you do it. <strong>Source \u2013 shotaddict<\/strong><\/p><\/blockquote>\n<p>And don\u2019t even get us started on going through security when we want to fly somewhere!<\/p>\n<p>At least the Internet world gets us an ad we might be interested in.<\/p>\n<p>The truth is your privacy takes a beating every time you open your web browser; but at least you can exert some level of control over what you want seen\/shared, what you don\u2019t.<\/p>\n<p><strong>Privacy Search<\/strong><\/p>\n<p>If you want to know how the websites you visit stack up, you can visit PrivacyChoice that measures their policies and how much tracking they allow.<\/p>\n<p>Surprise!<\/p>\n<p>If you\u2019re really into your online privacy, there are ways you can tailor your details and privacy settings so you\u2019re comfortable with your iNet\/web visibility.<\/p>\n<p>Selby suggested, <em>\u201c<\/em><em>Alright, Jones has some issues we need to resolve!\u201d<\/em><\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33906\" title=\"Untitled-9\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-92.jpg?resize=502%2C298\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-92.jpg?resize=502%2C298 502w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-92-300x178.jpg 300w\" sizes=\"auto, (max-width: 502px) 100vw, 502px\" data-recalc-dims=\"1\" \/>Setting Your Privacy \u2013 <\/strong>We\u2019re not exactly certain why, but several studies have shown that the higher the education level a person has the more difficult it is to understand and set proper privacy settings. But after the initial rush to social sites, people have become more selective regarding what they share and with whom. <strong>Source \u2013 Pew Research<\/strong><\/p><\/blockquote>\n<p>It just takes a little work but then you\u2019ll have a nice, warm false feeling of safety, privacy.<\/p>\n<p>But then there\u2019s the stuff that even your rigorous privacy settings won\u2019t handle like government agencies.<\/p>\n<p>For the \u201ccommon good\u201d legal entities can get access (democracies use warrants, others\u2026) to SNS personal data \u2013 messages, updates, links, calendars, posts, friending\/unfriending \u2013 some that isn\u2019t even available to users.<\/p>\n<p>As Senator Sam Albert noted, <em>\u201c<\/em><em>We knew that we had to monitor our enemies. We&#8217;ve also come to realize that we need to monitor the people who are monitoring them&#8230;\u201d<\/em><\/p>\n<p>While laws governing your constitutional protection are ancient (at best), that hasn\u2019t slowed law enforcement entities from taking advantage of the treasure trove of data that is out there.<\/p>\n<p><strong>Yes, But\u2026<\/strong><\/p>\n<p>While governments bitch n\u2019 moan (and fine) SNS businesses on their privacy policies, they also get millions of warrants every year for all the stuff about people.<\/p>\n<p>Since we\u2019ve taken to smartphones and mobile devices for sharing information (and sometimes even talking like addicts), legal entities have new search opportunities.<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33907\" title=\"Untitled-10\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-10.jpg?resize=529%2C347\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-10.jpg?resize=529%2C347 529w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-10-300x196.jpg 300w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\" data-recalc-dims=\"1\" \/>Hand it Over \u2013<\/strong>People in all walks of life put a lot of information on social media sites and use their mobile phones\/devices for more than just making a few calls now and then. The number of warrants served on social media sites and wireless service providers is of growing concern to privacy protection organizations around the globe. <strong>Source \u2013 New York Times<\/strong><\/p><\/blockquote>\n<p>Our new smartphone \u2013 like nearly all cell phones sold in the last few years \u2013 has this neat E911 technology which makes the phone a super tracking device.<\/p>\n<p>Which means it\u2019s pretty easy to get info about an individual\u2019s text messages, locations, phone numbers called, proximity to which cell tower.<\/p>\n<p>Few businesses that want to stay in business are going to say BS to such nice requests.<\/p>\n<blockquote><p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33908\" title=\"Untitled-11\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-111.jpg?resize=480%2C311\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-111.jpg?resize=480%2C311 480w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-111-300x194.jpg 300w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" data-recalc-dims=\"1\" \/>Talk to Me Phone \u2013 <\/strong>Mobile phones are not only valuable to keep in touch with people, organizations have also found that they retain a lot of tracking and activity information which can be very useful to certain segments of the establishment. <strong>Source \u2013 youtube<\/strong><\/p><\/blockquote>\n<p>So you\u2019ll excuse us if we\u2019re not overly concerned about our iNet\/SNS privacy and the ability of marketers to deliver ads to us on products, services we might be interested in.<\/p>\n<p>There are just too many other folks out there who might be interested in the stuff we\u2019re doing that we\u2019re not real interested in talking with.<\/p>\n<p>All those new privacy rules are nice but they probably won\u2019t work; so it\u2019s up to you to verify what you care about, block stuff and reach a level of personal comfort in the digital, online world.<\/p>\n<p>If that doesn\u2019t work, guess you\u2019ll just have to get off the grid.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33909\" title=\"Untitled-12\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2013\/02\/Untitled-121.jpg?resize=279%2C187\" alt=\"\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p>As Thomas Reynolds noted, <em>\u201c<\/em><em>Ten-year-olds go on the Net, downloading encryption we can barely break, not to mention instructions on how to make a low-yield nuclear device. Privacy&#8217;s been dead for years because we can&#8217;t risk it. The only privacy that&#8217;s left is the inside of your head.\u201d<\/em><\/p><\/blockquote>\n<p style=\"text-align: center;\"># # #<\/p>\n<h1 style=\"padding-left: 30px;\">G.A. \u201cAndy\u201d Marken<\/h1>\n<p style=\"padding-left: 30px;\"><strong>President<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong>Marken Communications, Inc.<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong><a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<blockquote style=\"padding-left: 30px;\"><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; Team AlienBabelTech &#8211; 164304<\/li>\n<li>SETI@Home &#8211; Team AlienBabelTech &#8211; 138705<\/li>\n<li><a href=\"http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1', 'World Community Grid &#8211; Team AlienBabelTech']);\" target=\"_blank\">World Community Grid &#8211; Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>CoPrivacy \u201cThe government&#8217;s been in bed with the entire telecommunications industry since the forties. They&#8217;ve infected everything. They get into your bank statements, computer files, email, listen to your phone calls&#8230; Every wire, every&#46;&#46;&#46;<\/p>\n","protected":false},"author":396,"featured_media":33910,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533],"tags":[5812,6128,3922,3295,6129],"class_list":["post-33898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","tag-big-data","tag-free-searches","tag-privacy","tag-smartphones","tag-wireless-investigations"],"_links":{"self":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/33898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/396"}],"replies":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=33898"}],"version-history":[{"count":0,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/33898\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/33910"}],"wp:attachment":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=33898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=33898"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=33898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}