Wearable Technology

WEARABLE
TECHNOLOGY
WHAT YOU NEED TO KNOW
www.greenlightdigital.com
Wearable technology is not new. As far back as 1810
Breguet made something called a ‘pocket watch’ for
Caroline Murat, the Queen of Naples (one of Napoleon’s younger sisters). It was technological and she
wore it, and it was even equipped with a thermometer,
enhancing and extending her human capabilities. 150
years later came the next big jump with the humble
calculator watch, which was not just wearable technology but wearable computing - electronic rather
than merely mechanical. And it was phenomenally
popular, with practically every teenage boy wearing
one by the 1980s. Marty McFly wore one in the Back
to the Future movies, with Back to the Future II giving
us a glimpse of what might be coming; remember
the trainers that laced up on their own? The video
glasses? Or the auto-adjusting and auto-drying
jacket? The calculator watch essentially played the
role of their grandfather in that movie.
Whilst wearable tech is at least 200 years old, it really
hasn’t progressed a huge deal in that period, particularly in comparison to other areas of technological
advancements. Yes, we have had Bluetooth headsets,
but not much else, and Bluetooth headsets aren’t
particularly exciting if we’re honest.
In the last few years however, we have observed a
solid change of pace, largely as a result of a maturing
Internet (principally in infrastructure and protocols),
the miniaturisation of technology that has made smart
devices a feasible size to wear, and of course firms like
Google leading from the front. The numbers don’t lie $458m was invested last year in companies that make
‘wearables’. The industry is predicted to jump from
being worth $1.4 billion in 2013 to $19 billion in 2018.
Wearables may finally be on an accelerated path to
reach their potential.
That money is going into four main categories of wearables; clothing, smart watches, vision augmentation,
and accoutrements (jewellery and such).
“
$458M WAS INVESTED LAST
YEAR IN COMPANIES THAT
MAKE ‘WEARABLES’. THE
INDUSTRY IS PREDICTED TO
JUMP FROM BEING WORTH
$1.4 BILLION IN 2013 TO
$19 BILLION IN 2018
ADOPTION TRENDS
One in six (just over 15 percent) consumers currently
use wearable tech, such as smartwatches and fitness
bands, in their daily lives.
CLOTHING
Developments in clothing technology typically fall into one
of four categories of application; Entertainment,
Navigation, Health/Fitness and Productivity.
ENTERTAINMENT
In the 1800s you could hire women wearing light-studded evening gowns from the Electric Girl Lighting
Company to add some entertainment to your cocktail
party. Diana Dew, in 1968, created electroluminescent
party dresses and belts that could sound alarms.
It has been over 45 years since then and the baton
has now been picked up once again by a raft of new
startups.
For example, there is the Midi Controller Jacket that
allows musicians to create music through their body
movements via body sensors. It includes an accelerometer and gyroscope and a zipper that raises volume
and tempo. Will the next Daft Punk album incorporate
it? Probably not. But it’s an interesting implementation
nonetheless and demonstrates that we are in a period
of very early experimentation. And that is a very good
thing.
Something with perhaps more scope for eventual
widespread appeal is the underlying aspirations of
something called “Sensory Fiction”. This is an MIT
Media Lab project where a reader wears a vest-like
contraption that uses effects such as lighting, vibration,
temperature and compression to produce the physical sensations that reflect the setting and emotion
described in a story. It wouldn’t be a huge leap to
suggest that other media, like gaming, would want to
incorporate a mature version of this type of technology.
And when it comes to entertainment there is always
something sex-related happening on the periphery.
On the sensual end of the spectrum is Studio RooseGaarde’s Intimacy project that has produced clothing
which can turn transparent based on your social interactions (mainly based on your heart rate it seems).
 ELECTRIC GIRLS, Grey River Argus, Volume XXXI, Issue
5032, 8 November 1884, Page 1
Fundawear, a Durex-backed project, goes further along
the sex spectrum, pioneering the wireless transfer of
physical touch using clever underwear and a smartphone. The technical term for this type of technology,
and we assure you this is a real term, is teledildonics.
It is not a million miles away from the orgasmatron in
Woody Allen’s 1973 movie Sleeper, which was a future
technology that triggered orgasms via electrodes.
 Studio RooseGaarde’s Intimacy project. Sensor-based clothing transparency.
Not to be outdone, the Japanese have a chastity bra
made by a company called Ravijour that only opens
when you find ‘true love’. How does it know? Your
adrenal medulla excretes something called catecholamine when you are excited which stimulates
the heart rate. A sensor in the bra monitors your
heart rate and when the love pattern is observed it is
then business time. This heart rate pattern of love may
also be the same heart rate pattern you experience in
a job interview that is going well. We will leave you to
visualise how that might change the outlook of said
interview.
 A smartphone connected to your partner’s pants
(English usage) allowing you to erogenise their fun bits
via teledildonics.
“
TACTILE NAVIGATION TOOLS IS
DEVELOPING A SET OF SENSING AND
VIBRATING CLOTHES THAT CAN ‘SEE’
WHAT’S AROUND THE WEARER AND ALERT
THEM TO THE LOCATION OF OBJECTS
THROUGH VIBRATIONS
 Seymourpowell’s smart Jacket System for extreme environments.
NAVIGATION
Using clothes to aid navigation is
an area that is seeing high levels
of investment.
Consumer products include the
Life Tech Jacket designed by
Seymourpowell for Kolon Sports,
which comes equipped with GPS.
Tactile Navigation Tools is developing a set of sensing and vibrating clothes that can ‘see’ what’s
around the wearer and alert them
to the location of objects through
vibrations. It is thought that such
a system may be helpful for first
responders like firefighters and
policemen when their vision is
limited.
And it’s not just about jackets.
Indian start-up Ducere Technologies has recently launched shoes
that connect to Google Maps over
the Internet and use vibrations to
guide the wearer.
 Dudere Tech’s Vibrating GPS shoes
and insoles.
HEALTH & FITNESS
PRODUCTIVITY
How about a bra that uses
sensors to measure your
emotional state, knows what
states trigger your overeating,
which then sends you a message
warning you that you’re about
to do something you really don’t
want to? It’s called “Food and
Mood: Just-in-Time Support for
Emotional Eating” and someone is building it .
Science fiction has for a long time
captured our imaginations when
it comes to how clothing might
make daily tasks easier. The main
area of development here is in
gesture control. Most people will
remember watching Minority
Report 12 years ago and how cool
it was to see Tom Cruise control
a computer via gesturing in the air.
There is also a new product
by Spanish firm SiempreSecos that will measure your
baby’s kidney function and
hydration levels via a smart
diaper, alerting you when something might be a concern, and
even when the diaper needs
changing. They are now targeting care homes with a similar
tech too.
And it has only been a few years
since we have had Tony Stark in
Iron Man interacting with holograms , and in this instance with
no gloves (embedded fingertip
sensors?)
How close are we to this level of
gesture control and manipulation?
Not very, is the short answer.
Most developments in gesture
control are so early stage that
they are merely experiments in
universities. For example, a team
of Ukrainian students are turning
gestures into speech that could
revolutionise how sign language
works. This is awesome but if
it isn’t being developed by a
commercial entity right now then
it implies it is a long way off from
being mainstream.
Perhaps genuinely useful gesture
control will not be hand wearable at all. Google’s Glass for
instance could conceivably see
your gestures and translate
them into actions given that your
hands are typically in your line of
sight. Google already has various
patents that imply this capability,
whereby a ‘head-mounted display’
wearer could ‘like’ something by
making a heart sign with their
hands whilst facing the item being
liked. You add in the ‘Internet of
Things’ and this becomes incredibly powerful.
Finally, one project, dubbed
‘Karma Chameleon’ by its Canadian university sponsors, takes a
very different view of how clothing
technology could aid human
beings in the future. Their project
involves weaving electronic fabric
into clothes in a way that allows
the storage of energy from the
body. This energy can then be
used to charge your phone or
other devices. This would be a
boon to the entire wearable and
embedded tech community as it
will facilitate the further miniaturisation of devices and remove
the need to charge these devices
that are often designed to be
on for very long periods of time.
Researchers say however that this
is perhaps 20 or 30 years away.
WHAT IS ‘THE INTERNET OF THINGS’?
The Internet of Things (IoT) refers
to the interconnection of uniquely
identifiable computing devices
embedded in a whole host of
things around you, such as heart
monitoring implants, chips on
farm animals, cars, thermostats,
doors, washing machines, etc.
This interconnection of chips,
means that practically everything
of substance will be connected
to the Internet, ushering in an era
of automation in practically all
fields. Gartner predicts that there
will be nearly 26 billion devices
connected to the Internet by
2020.
 The Internet of Things will
make wearable tech capable of
controlling and interacting with
you physical environment.
 A Google patent that implies that
hand gestures could be seen by
your Glass and store a ‘like’ for the
item being encapsulated within
your heart gesture.
“
DICK TRACY HAD A
TWO-WAY RADIO WATCH IN HIS
EPONYMOUS COMIC STRIP AS
FAR BACK AS 1946
WATCHES
The calculator watch gave the world a solid glimpse of
how you could augment a human being with wearable
technology and harness real capability in a very useful
and functional way. Science fiction then set the bar a
fair bit higher; Dick Tracy had a two-way radio watch
in his eponymous comic strip as far back as 1946.
Michael Knight began speaking to KIT via his watch in
1982.
So the watch manufacturers powered forward. The
Seiko UC-2000 wrist computer, launched in 1984,
came with its own keyboard for easy input.
 On January 13, 1946, the 2-Way Wrist Radio, worn by
both Dick Tracy and the police, became one of the series’
most recognisable icons. Many believe it may have
informed later smartwatches. The 2-Way Wrist Radio
was upgraded to a 2-Way Wrist TV in 1964.
 David Hasselhoff playing Michael Knight in the popular
TV show Knight Rider (1982 to 1986), speaking to KIT,
his superintelligent car via his watch.
T
he Seiko UC-2000 wrist computer, with
accompanying keyboard
ADOPTION TRENDS
24 percent of consumers believe they already have too
many devices.
 A 1985 article about the Seiko wrist computer, ending with a prediction that sounds all too relevant today.
Then there was the TV watch,
failing largely due to a lack of
available TV channels.
“
PEBBLE, WHICH SAID IT HAS SOLD MORE THAN
300,000 OF ITS SMARTWATCHES SO FAR THIS
YEAR, IS CONSIDERED BY MANY THE BEST
CURRENT SMARTWATCH AVAILABLE
Undeterred, the last 18 months
have seen the most active period
ever in the release of new smart
watches; Sony SmartWatch 2,
Samsung Galaxy Gear, Nissan
Nismo, Pebble E-Paper, LG
G Watch and more. Apple has
also recently launched their own
smartwatch, the iTime.
 Seiko’s TV Watch. Certainly ahead
of its time.
In the 1990s there was the Timex
Data Link 150, the first watch to
allow transfer between watch
and computer. Before the close
of the 1990s there was the Seiko
Ruputer, arguably the first ‘smart’
watch. It had a 16-bit, 3.6 MHz
processor and 2 MB of storage
memory and 128 KB of RAM. Its
display was a 102×64 pixel monochrome LCD.
In the 2000s, Fossil released
its first wrist PDA, Microsoft
released its SPOT watches, and
Samsung released the S9110. In
the early part of this decade we
have had Sony’s LiveView smart
watch, Wimm One released the
first Android powered smart
watch, and Motorola released its
MOTOACTV. None of these saw
anywhere near the popularity of
the calculator watch.
The Galaxy Gear by Samsung is
one of the most notable in the
above list. An android-powered
device, designed to be paired with
other Samsung devices (phones/
tablets), allows a user to make
and receive calls, read notifications, support fitness activities
with its built in heart rate sensor
and pedometer, and listen to
music. Samsung in November
2013 reported that it had shipped
more than 800,000 of these
watches just two months after the
device's debut. Reuters reported
however that the Korean news
agency, Yonhap, disputed the
report, believing that the numbers
actually referred to units shipped
and not units sold. It was also
reported that at least 30% of
the Galaxy Gear watches sold by
Best Buy were being returned by
unsatisfied customers.
Pebble, which said it has sold
more than 300,000 of its
smartwatches so far this year,
is considered by many the best
current smartwatch available by
the likes of ZDNET, the Pebble
has the longest battery power
amongst the leading models,
vibrating alarms, most visible
outdoor screen, compatibility with
most phones, and is simply the
best looking.
All new smart watches utilise the
app store concept, whereby you
can extend a watch’s capability
by downloading apps that do any
number of things for you. The
most popular apps include:
• E
vernote or Google Keep to
dictate voice notes
• I FTTT to set conditional
actions, e.g. to mute your ringer,
automatically upload images
• R
unkeeper to track your
running performance – run
pace, distance, calorie burn
• G
oogle Maps to support navigation
• R
untastic/Wear-a-tron for
one-tap door opening
• H
uebble for controlling Philips
hue light bulbs
• G
oPro Remote for use of your
watch as a remote for your
GoPro camera
The jury is out on whether this
new breed of smartwatch will rise above novelty to
become ubiquitous, as the smartphone has become.
Critics point to the fact that most smartwatches do not
really do much that your phone does not do, and that
they are therefore at best just an unnecessary extension of your phone, and at worst it is just a completely
redundant addition to your wardrobe. There is general
consensus that a notification device separate from
your phone has significant utility, but whether current
smartwatch models are good enough, in design and
functionality, to deliver against that and become mainstream, only time will tell.
VISION
AUGMENTATION
Methods of extending and augmenting human sight
have always been a dream and aspiration for us restless beings. Superman, a fictitious character we have
projected our fantasies for human capability onto for
some 70+ years counts x-ray vision as one of his main
super traits. As far back as the 1930s sci-fi authors like
Hugo Gernsback were writing about goggle technology
of one type or other.
In 1981 the first real physical device to emerge was
Steve Mann’s EyeTap, which consisted of a computer
in a backpack, wired up to a camera and a viewfinder,
in turn attached to a helmet. It worked by creating a
processed overlay of what you are seeing, superimposed over what you are seeing, where then information can be added by the computer in the middle of
that process. It’s called a mediated reality and it is a
central concept of most vision-based wearable tech
aspirations.
“
AS FAR BACK AS THE 1930S
SCI-FI AUTHORS LIKE HUGO
GERNSBACK WERE WRITING
ABOUT GOGGLE TECHNOLOGY OF
ONE TYPE OR OTHER
 In 1936, a sci-fi author called Hugo Gernsback built a
mock-up of an invention called "television goggles"
IT’S ALL ABOUT GOOGLE GLASS
It is of course one thing to conceive something, yet
another to bring it to the mass market. In this regard,
modern hopes for vision technology currently reside
with Google, who has been the most ambitious and
tenacious in this field. Its watershed product, simply
called Glass, is an impressive leap. Whilst others talk
about it, Google is out there doing it.
Glass displays information to the wearer in a smartphone-like hands-free format. Wearers can tilt their
heads 30° upward (configurable) or tap the touchpad, and say "O.K., Glass" and vocalise a request, e.g.
"Take a picture", "Record a video", "Hangout with Kate
Beckinsale" (assuming you know Kate of course),
"What year was Google founded?", "Give me directions to the Louvre" and "Send a message to Kate”. For
search results that are read back to the user, the voice
response is relayed using bone conduction through a
transducer sitting beside the ear, rendering the sound
almost inaudible to othes.
And thanks to the recent collaboration with fashion
designer, Diane von Furstenberg ,five new frames and
eight new shades for Glass have now been launched.
Glass utilises many Google apps or ‘glassware’ , such
as Google Now, Google Maps, Google+ and Gmail, and
third parties are encouraged to build their own apps to
extend Glass functionality and utility. Google has said
that the number of apps has increased 80% over the
past six months.
Interesting apps that provide a glimpse of the potential
today and into the future includes:
• S
trava Cycling
Shows cyclists their speed and mileage.
• A
llthecooks
Allows you to both search for and follow recipes, as
well as record your own.
• W
orld Lens
An augmented reality app allows you to translate
text into other languages in real-time.
• G
olfSight
A golf rangefinder with live distances.
The possible applications for Glass are enormous and
the potential for a future incarnation of the wearable to
be a ubiquitous wearable computer is very real.
DIY GLASS
This is Arvind Sanjeev and he is an inventor. He built
an open source, Raspberry Pi-powered Google Glass
clone using Linux and some voice recognition software.
We know what you’re thinking – his facial hair makes
his face look too busy. Yes, that’s it.
GLASS TRENDS
First adopters of Google Glass are
doing a lot of web browsing. And
although Glass makes up a small part of
current total web traffic, browsing has
increased 135 percent in the past year,
which is higher than the growth seen in
the mobile (38 percent) and tablet (39
percent) categories.
“
JUST THINK ABOUT THE
NUMBER OF TIMES YOU
PULL OUT A
SMARTPHONE FROM
YOUR POCKET AND
NAVIGATE TO THE
INTERFACE. THAT
TAKES ABOUT 23
SECONDS ON AVERAGE
AND THAT MEANS IT
IS ACTUALLY KILLING
HOURS OF YOUR DAY,
JUST ON YOUR
SMARTPHONE
Thad Starner
Associate Professor at the
Georgia Institute of
Technology and a
Technical Lead on Glass
People often focus on the consumer applications but primary mass adoption may in fact
occur in a professional field first and if that is the
case, it is likely to be in the medical field. There
are already stories of surgeons using Glass in
operating theatres, floating medical records in
their field of view, holding video consultations
with colleagues as they operate, and for mentoring (streaming interactions with patients over
the Internet for students). There are challenges
that restrict mass adoption, like Wi-Fi fidelity
in lead-walled cath labs and budgets to pay
for tooling up all health care professionals, but
these are all entirely surmountable in time. The
near-future benefits of getting Glass into hospitals comfortably outweigh the work that needs
to be done to get them there.
Other than Glass, there are various vision-based
wearable tech products and projects that are
worthy of note:
• G
oogle is working on contact lenses that,
through a small wireless chip, will test the
wearer’s tears for his or her glucose levels,
helping to calculate blood sugar levels for
diabetics.
• A
vegant Glyph has created a wearable
personal theatre using two million miniature
mirrors in a visor that project visuals directly
into your retinas, not on a screen.
• O
culus Rift - An upcoming virtual reality
head-mounted display for gaming that has
been recently acquired by Facebook.
• S
now2 is a powerful heads-up display for
alpine sports with the on-board processing power, suite of sensors and networking
capabilities you would expect from a tablet
or smartphone. Its open platform and SDK
allows developers to create apps for any
activity where information shown within the
display might be useful.
THE COOLEST
WEARABLE
TECH FROM
MOVIES AND TV
RIPLEY’S BATTLE SUIT
Pacific Rim
IRON MAN ARMOUR
Iron Man
THE LADY DISGUISE
Total Recall
LA FORGE’S VISOR
Star Trek
CAMOUFLAGE DEVICE
The Predator
MICHAEL KNIGHT’S SMARTWATCH
Knight Rider
X-RAY GLASSES
The World is Not Enough
UTILITY BELT
Batman
BARB-O-MITE
Futurama
GESTURE CONTROL GLOVES
Minority Report
ACCOUTREMENTS
The world of accoutrements (accessories, such as jewellery and bands) is an important new area in wearable technology for two related reasons. Firstly, they focus on women. Secondly, whilst much wearable tech likes to broadcast its
techiness, with accoutrements the objective is often to conceal it.
There are many new start-ups operating within those
parameters:
• C
uff
A San Francisco based start-up that offers accessories ranging in price from $50 to $150 that include
bracelets, necklaces, key chains and more. The
current focus is personal security. For example, a
woman encountering a threatening situation can
press a concealed button on a Cuff bracelet and
reveal her location to those that have been designated to receive the alarm
macy in their current form in light of the smart watch
movement and the release of Google Fit and Apple
HealthKit which are positioned as central repositories
for your health data and make these devices merely
data gathering commodities. Recent reports suggest
that Nike is pulling back from their Fuel Band device,
and instead will focus on smartphone apps that
achieve the same goals, utilising Google Fit and Apple
HealthKit. Samsung’s Simband is in the same vein,
being both a monitor and also a platform, entering the
fray to be the custodian of your health data.
• R
ingly 
A New York start-up is launching a range of finger
rings that notify you of incoming calls, amongst
other things. They do this by linking directly to your
smartphone and changing the colour of the ring, or
through gentle vibration.
• N
etatmo June
A band made for women, notifies you when it's time
to apply sunblock, don a hat, or put on shades.
• T
he Pavlok activity tracker
Will physically shock you into correct behaviour!
Their Ts and Cs must be very interesting!
• V
ybe
A unisex ‘smartband’ vibrates when you receive a
notification on your smartphone
Whilst the above trend is underway, the most popular wearable tech accoutrement is undoubtedly the
fitness band. Fitbit, the market leader with 69% market
share is now investing in turning their activity trackers
into snazzy jewellery in collaboration with Tory Birch.
Jawbone have their new Jawbone Up 24 device which
now includes Bluetooth connectivity. Other options in
the market include Samsung’s Gear Fit, the LG Lifeband
Touch, the Garmin Vivofit, the Jaybird Reign, Larklife,
Fitbug Orb, Actigraph, Directlife, Basis band, Bodymedia Fit, the Bowflex Boost, and many more.
Questions must be posed, however, over their legiti-
ADOPTION TRENDS
Most wearables owners are young, with 48 percent
between 18 and 34 years old. Men and women are
equally likely to sport wearable tech.
THE INEVITABILITY OF EMBEDDED
TECHNOLOGY
Wearable tech will very likely give way to tech implanted under the skin,
in your eye, within your ears. A generation of children will grow up
thinking of human plus machine as a perfectly natural state of
existence. Futurists in fact, futurists have predicted that we’ll be under
the knife by 2017.
But some people just can’t wait.
A community calling themselves
‘biohackers’ or ‘grinders’ already
exists, with a stated goal of
augmenting humanity using open
source technology that is affordable and safe. A common practise
for these grinders is to implant
a neodymium magnet in the tip
of their ring finger. This causes
nearby magnetic fields (and their
strength and shape) to become
detectable to the implanted.
This field is called ‘transhumanism’ and Britain appears to be its
epicentre. The most sophisticated
example thus far is probably
the left arm of Kevin Warwick,
Professor of Cybernetics at the
University of Reading. He can now
control a robot arm by moving his
own arm. The system also works
in the other direction too; he
can sense his wife’s body movements in his own body, following
her receiving a similar implant.
Warwick also has RFI implants
that allow him to open and close
doors – the same technology that
powers your Oyster Card. This
suggests that Oyster Cards in the
future could well be embedded
in your body – you will never
lose it, or have to look for it, and
things will open for you when you
approach them. No more tapping.
And that goes for any other card
you might have in your purse or
wallet today too.
To Warwick and the wider
grinding community, who meet
online in forums such as biohack.
me, implanted technology or
“wetware” represents the next
stage in mankind’s evolution.
The idea is certainly not science
fiction; brain stimulation from
implanted electrodes is already
used as a treatment for Parkinson’s, and there are prototypes
that allow paralysed people to
control computers, wheelchairs
and robotic limbs.
A convergence between wearable
and embedded technology seems
inevitable; a version of Google
Glass being simply a contact lens,
drawing energy from the body or
the sun, for instance, or even an
implant in your eye or something
plugged into your brain to access
your visual cortex. Fitness Bands
giving way to items you plug into
an interface that has been surgically implanted into your forearm.
This may all sound ridiculous and
fantastical but it won’t to future
generations – it will be the new
normal.
Some of you will be reading this
adamant that you will never be in
a position to want a surgeon to
turn you into a cyborg, but you’d
be wrong. All it takes is for life
spans to be positively impacted by
embedded sensors and it will be
commonplace within a generation.
“We generally don’t see tattoos
and piercing as self-injury, partly
because it’s a planful process,”
Walsh said.
Dr. Barent Walsh, a self-injury
expert who is and executive director of human services clinic The
Bridge of Central Massachusetts.
“
WE GENERALLY
DON’T SEE TATTOOS
AND PIERCING
AS SELF-INJURY,
PARTLY BECAUSE
IT’S A PLANFUL
PROCESS
“
THE HUMAN BODY IS OBSOLETE
The cortex craves information, but it can longer contain
and creatively process it all. How can a body subjectively and simultaneous grasp both nanoseconds
and nebulae? THE CORTEX THAT CANNOT COPE
RESORTS TO SPECIALISATION. Specialisation, once a
maneuver methodically to collect information, now is
a manifestation of information overloads. The role of
information has changed. Once justified as a means of
comprehending the world, it now generates a conflicting and contradictory, fleeting and fragmentation field
of disconnected and undigested data. INFORMATION IS RADIATION. The most significant planetary
pressure is no longer the gravitational pull, but the
information thrust. The psycho-social flowering of the
human species has withered. We are in the twilight of
our cerebral fantasies. The symbol has lost all power.
The accumulation of information has lost all purpose.
Memory results in mimicry. Reflection will not suffice.
THE BODY MUST BURST FROM ITS BIOLOGICAL,
CULTURAL, AND PLANETARY CONTAINMENT.
 Stelarc (born Stelios Arcadiou
in Limassol, Cyprus in 1946) a
performance artist raised in the
Melbourne suburb of Sunshine,
whose works focuses heavily on
extending the capabilities of the
human body. As such, most of his
pieces are centered on his concept
that he human body is obsolete.
EMBEDDED TECHNOLOGY IS INEVITABLE
Technology surgically embedded in your eyes, under your skin, in your brain? Ridiculous?
Other things we thought were ridiculous that are now the new normal:
“There is practically no chance communications space satellites will be used to provide
better telephone, telegraph, television or
radio service inside the United States.”
T.A.M. Craven, Federal Communications Commission
commissioner (1961)
“I think there is a world market for maybe
five computers.”
“While theoretically and technically television may be feasible, commercially and
financially it is an impossibility.”
Lee DeForest, inventor
“Radio has no future. Heavier-than-air flying
machines are impossible. X-rays will prove
to be a hoax.”
William Thomson, Lord Kelvin English scientist, 1899
Thomas Watson, chairman of IBM, 1943
“This ‘telephone’ has too many shortcomings to be seriously considered as a means
of communication.”
Western Union internal memo, 1876.
“Television won’t be able to hold on to any
market it captures after the first six months.
People will soon get tired of staring at a
plywood box every night.”
“That the automobile has practically
reached the limit of its development is
suggested by the fact that during the past
year no improvements of a radical nature
have been introduced.”
Scientific American, in a 1909 report.
“Remote shopping, while entirely feasible,
will flop.”
Time Magazine 1968.
Darryl Zanuck, 20th Century Fox, 1946
“There is no reason for any individual to
have a computer in his home.”
Ken Olsen, founder of Digital Equipment Corp.
“We’ll soon buy books and newspapers
straight over the Internet. Uh, sure.”
Clifford Stoll, astronomer and author
“Airplanes are interesting toys, but they are
of no military value whatsoever.”
Marechal Ferdinand Fock, Professor of Strategy, Ecole
Superieure de Guerre
“The idea that cavalry will be replaced by
these iron coaches is absurd.”
An aide to British military commander Field Marshal Haig
wrote this in a report following a tank demonstration, 1916.
“Fooling around with alternating current is
just a waste of time. Nobody will ever use
it.”
Thomas Edison, 1889. Nikola Tesla’s AC now powers the
world.
Feature
THE STORY
BEHIND
GOOGLE
GLASS
Article contributed by the Google UK Performance Team
Google Glass began in the same
manner as a lot of other Google
projects do; a really big idea and a
love of technology to power that
idea. The Google [X] team, which
is dedicated to Moonshot projects, started this task a number
of years ago. This team works on
big projects, with focus on making
people’s lives better through technology. Other projects the team
have worked on include Google’s
self-driving car, indoor mapping
and one of the most recent
projects; Project Loon, which
is concerned with bringing the
internet to rural parts of the world
through weather balloons.
Astro Teller is the ‘Captain of
Moonshots’ at Google and he
has overseen the Google Glass
project. Recently, Astro spoke
with CNN to discuss Glass and
he described the origins of the
project. He explained that the
team began by looking at people
around them and how they lived,
interacted and worked with technology. They found people were
living two lives, one was their
digital life and the other was their
’in-the-moment’ life. Astro and
the team wanted to make it easier
to give people the technology
they needed without taking them
out of that physical moment and
the idea of Glass allowed people
to be naturally in the moment.
Glass places the wearer back in
control of the technology. The
team created something that was
elegant, stylish and hands-free
whilst allowing people to engage
with it, when and where they
liked.
As Glass developed, there was a
need to trial it in real life situations and in 2012 the ‘Glass
Explorer’ programme was set up.
This programme started out with
developers signing up and now
it has expanded out to a more
diverse group of people. People
are using Glass in their everyday
lives; from families capturing
important moments, to doctors
in the UK recording surgeries to
allow trainee surgeons to develop
the skills they need. In the US,
some NFL teams are trying to
better understand their teams’
movements by using Glass.
By becoming part of the Glass
Explorer programme, people are
part of a team that is looking at
the capabilities of this technology;
people are pushing technology to
fit in with their lifestyles.
One of the most important
elements for Google was about
getting the look and feel
of the product right.
When people
wear this
product in their everyday lives it
needs to blend in. This led Google
to create a product that is light,
fast, colourful and smart. The size
is deceptive with a 16GB flash
memory and it is about the same
weight as a pair of sunglasses,
which is a lot less then that of
your smartphone. The Glass team
recently linked up with Diane von
Furstenberg, to create a collection
of designer frames for Glass in
the US.
Overall, Google Glass packs a
huge amount into a very small
space and it supports the everyday tasks such as: searching
maps, email, video calls, calendar,
Google Now and more. Glass
brings people closer together by
letting them capture and share
moments without having to leave
them.

NEIL HARBISSON
The man with the ‘antenna’.
Then you have Neil Harbisson, the first person in the world to have an antenna implanted in his skull. He was born
with a condition that means he can only see grayscale, but the antenna allows him to perceive both visible and
invisible colours (e.g. infrareds and ultraviolets) via sound waves as well as receive images as sounds, videos as
sounds, music or phone calls directly into his head.
WHAT DOES THIS MEAN FOR
MARKETERS?
If marketing is the action or business of promoting and selling products
or services, then the immediate opportunities with wearable tech to
deliver against that objective are currently incredibly limited. But again,
we are talking about a movement in its infancy that is now in a period
of acceleration. Reasonable logic would dictate that marketing options
will weave themselves into wearable tech as soon as the technology and
adoption make it undeniable as a channel.
When this happens there will be 3 main types of
marketing opportunity, all of which you can actually
start preparing for today:
• M
ediated Reality Marketing (MRM)
• Sensor Response Marketing (SRM)
• New products
MEDIATED REALITY MARKETING (MRM)
With vision augmentation, perhaps with something like
Glass v.4, the capability will exist to place visual cues in
your customer or prospect’s line of sight that are based
on what you can discern from a new ‘Personal Profile’
that they and everyone will have. This composite
Personal Profile will include information on someone’s
tastes, preferences, previous purchases, age, schedule,
where they have been, where they are going, friends
and their respective locations/preferences/recommendations, and much more. This will provide marketers
with the data they need to provide highly personalised
messages to them that are perfectly location-relevant
and timely.
For example, let’s say that you are wearing vision
augmentation and your Personal Profile knows that you
like McDonald’s because you go there with regularity and have positively reviewed previous visits. Your
Personal Profile knows that you also typically eat at
this specific time of the day. Your vision then becomes
overlaid by a McDonald’s promotion showing you the
path to your closest McDonald’s and perhaps an offer
of a discount if you buy within the next 10 minutes.
If you were McDonald’s you could dial up or down
the number and level of these promotions based on
how busy that local restaurant is or against financial targets. This could all be done automatically – it
would not be too dissimilar to setting your maximum
bid and relevant caps in Google AdWords. And there
would certainly be a quality score element here too,
given that your Glass would know via basic GPS and
transactional history if you actually visited McDonalds
thereafter and transacted, with your Personal Profile
being updated as a result.
MRM will likely go far beyond these need-based
location triggers. You might be in a clothing store and
price matching will take place automatically in your
field of vision just by looking at a product. Marketers
would then be able to provide promotions against that
product directly in your field of vision, with multiple
retailers perhaps bidding in real time for your business.
Remarketing could also occur in this model, as you
might see the product again, but this time being used
by a character in your favourite TV series for instance
and Glass will ask you whether you just want to go
ahead and buy it.
And what about if you were walking around town and
glanced at a poster or billboard, where you would see
a different ad or promotion from everyone else viewing
it, as the ad could be personalised to your Personal
Profile. You remove your vision augmentation (or
turn them off it they are embedded by then) and the
billboards and posters are just matt black canvasses, or
do not even exist as real physical spaces beyond being
authority-approved safe coordinates for advertising.
Within the above context a marketer would need to
be able to deliver not one ad campaign but perhaps
millions in a process of extreme ad personalisation.
Your proprietary data on specific consumers and
customers becomes even more valuable than it is
today, and I fully expect there to be data exchanges for
marketers to tap into where necessary and relevant.
Companies will acquire, merge or partner with the
key assets of value being this proprietary data and the
number and magnitude of consumers they have that
have given ‘permission’ to be targeted and to what
degree. We talk about Big Data today, but we’ll need to
find a bigger adjective in not too long.
Online and offline ads will therefore also blur, as you
will be able to engage with offline ads in the same way
you would with online ads. You could ask a billboard to
give you more information, which it would do instantaneously, or to add what it is advertising as a location
in your personal maps, or to remind you about the
particular product or service when your are next within
10 minutes’ walk of a Dixons Carphone store.
Walking through the process of buying a cinema ticket
is a good illustration;
• Y
ou see an ad for Terminator 8 at the tube station
though your Glass. It catches your eye because
they’ve done a really clever thing where your face
is superimposed on one on the extras in the video
scene it is playing for you.
• Y
ou are seeing an ad for that specific movie because
your Personal Profile suggests you will want to watch
it because you have seen all the last 7 in the franchise and rated them highly. The person standing
next to you is seeing an ad for something entirely
different based on their Personality Profile.
• Y
ou then ask the ad for cinema dates and times that
are automatically cross-referenced with when you
are free. You are asked whether you want to invite
John and Jessica as they watched the last two with
you (your personal profile includes their details) and
what date would work. You do and John and Jessica
get an immediate notification in their field of vision
which they can accept or decline.
• Y
our vision augmentation knows that you have now
booked yourself in for the movie, completes the
ticket purchase, and updates all appropriate calendars, all without you doing a thing beyond deciding
you want to see it and with who. Even a ticket is
unnecessary – the embedded RFID in your finger will
give you entry to the cinema.
• Y
our vision augmentation also knows that you’ll
need to pick up a driverless car to get to the theatre
on that particular day as your car is at the shop.
It arranges this for you by prompting you and you
agree.
• O
nce you’ve watched the movie, you are immediately prompted to rate it and recommend it. Your
Personal Profile is then updated with what you
watched, where you watched it, who you watched it
with, and whether you actually enjoyed it.
For the marketer, this process relies on speculating on
where to show this offline augmented reality ad, to
which types of profiles, to how many people, and with
what level of personalisation. The immediacy of the
feedback from the campaign will also allow the realtime optimisation of that campaign.
SENSOR RESPONSE MARKETING (SRM)
Wearable and embedded tech will give us a plethora
of potential sensors linked to our bodies, monitoring
everything from our heart-rate and temperature, and
even perhaps to our endorphin levels, hunger, brain
activity and more. There will also be other sensors
around our homes, streets and workplaces that would
provide us, and the systems that discretely help us
manage our lives, with actionable information.
If these sensors were inputs into a composite Status
Profile, similar to the above Personal Profile, and
accessible by your various apps then it would provide
data for marketers that could be incredibly useful to
you and to them as it would mean advertising and
promotions would become incredibly relevant. Google
Fit and Apple HealthKit are perhaps early versions of
this type of Status Profile, collecting health data and
REMEMBER THE SHARK AD FROM
BACK TO THE FUTURE II?
 Mediated Reality Marketing may look something like the Jaws 19 ad in Back to the Future II, although I would suspect they
won’t be this intrusive to your personal space.
storing them centrally and allowing data sharing via
extensibility tools.
How might this work in practise? A sensor might
identify that you are being subjected to too much noise
at night when you are trying to sleep and it is disrupting the quality of your sleep . This data is stored in
your Status Profile. A company selling ear plugs could
then target you based on knowing this fact as you have
exposed that data to an exchange (where you might be
anonymous until you are prompted to accept a ‘solution’ to the identified problem).
are being exposed to dangerous levels of UV rays and
need to buy sunscreen, or that you don’t have enough
potassium in your diet so you should pay for a regular delivery of bananas or supplements from a select
group of retailers. Perhaps another sensor knows that
you are hungry but your schedule is jam packed, so it
prompts you with takeway options. Or a sensor in your
printer knows that you are about to be out of ink so
prompts you with purchase options. Sensors in baby
clothing and nappies may identify you as someone who
would be interested in certain products that resolve
ailments the sensors have identified.
Other examples of how this might work includes
sensors in your clothing picking up the fact that you

Your Status Profile essentially
becomes a dynamic and real-time
reflection of what is happening
in your life right now that needs
action.
From a marketers perspective the
existence of a composite Status
Profile means that consumer
targeting will enjoy pin-point
and timely accuracy based on
a consumers specific need,
and often before they actually
realise themselves that there is a
need. The consumers composite
Personal Profile will then dictate
how best to target them – they
might like a particular celebrity so
you would link the need and the
celebrity together to deliver the
message in a particular context,
and do so in real-time, and at a
time and place most appropriate.
NEW PRODUCTS
Wearable and embedded technology may force two major shifts in product
development. The first is, as we have covered, the emergence of the wearable/embedded devices themselves, including smart ways to weave them
into our lives, such as via sensors, smart tattoos, implants, smart fabrics etc.
The second is that real-world products that we all use may become entirely
redundant. For example, with a mediated reality through vision augmentation and clothing that simulates physical actions, there would technically be
no need for a drum kit; you would see a drum kit overlaid over the real world
you are looking at through your Glass or similar, and the clothes you are
wearing could create the resistance and reverberation feedback for it to feel
real when you go through the drumming motion. If you are a drum manufacturer you may need to dramatically change the type of company you are to
service.
Similarly, there would be no need for a physical game controller for your
PlayStation 12, or a remote control, or even a steering wheel for your car.
Your appliances, from washing machine to computers would not need any
physical buttons or displays. Whole categories of real-world products would
cease to be necessary. No need for restaurant menus – once you sit down it
will appear in your field of vision automatically. And if you are a vegetarian
you will have those options automatically highlighted. Product packaging
will include the bare minimum of detail – if you want to see nutritional
information you ask for it and it will appear . Less paper, fewer wires. Basic,
sleek designs will prevail.
The impact of such a trend would go beyond your own personal space and
in fact impact macroeconomics; manufacturing levels will reduce to be
replaced by armies of developers building virtual appliances and ecosystems. It will impact the balance of imports and exports, and surpluses and
deficits.

i
Diet Coke
®
rie soft drink with
Sparkling low calo
rs
ts with sweetene
vegetable extrac
330ml
0g Fat
0g Salt
1 Calorie
.uk
www.coca-cola.co
A NOTE ON PRIVACY
Some of you will have read some of the above in horror
at the amount of data we may begin exchanging with
corporations and governments. Privacy is indeed a
legitimate concern to have – a recent survey suggested
that 51% of people felt privacy was a barrier to the
adoption of wearable tech. Furthermore, in the same
survey, 62% of people felt that wearable tech should
be regulated in some way, with 20% calling for an
outright ban!
Legislation will undoubtedly become necessary to
control how data is stored, by who, with what level
of detail, and for what purpose. The model we have
described in this section, i.e. the existence of a
Personal Profile and a Status Profile, would very easily
allow you to control your own privacy preferences.
For instance, you might be able to log in and see your
Personal Profile and Status Profile in full as it would be
your personal property and choose what you are happy
to share and with whom, and in as much granularity as
you like. You may be happy for advertisers to access
your entertainment preferences so that movie ads are
relevant to you and it makes the ticket buying process
really nice and simple. In contrast, you might be very
unhappy with brands having access to your heart
rate sensor information. Or happy with one brand or
industry sector accessing your heart rate data, but not
others.
This becomes incredibly important if not absolutely
necessary with the sheer number of sensors and
devices that we will have around us. Remember the
woman whose earth shattering 15 minutes of “Active
and vigorous sexual activity” was unwittingly posted to
her social media accounts by her unsympathetic Fitbit
band?
The hope, of course, is that whilst we develop in the
areas of wearable/embedded tech and super interconnectivity that we also progress in how we manage
privacy, with systems and protocols that ensure control
and anonymity where necessary. The signs are that the
key players have an appetite to do this – Google and
Yahoo for example have unveiled that they are joining
forces to create an email system that utilises end to
end encryption, where government agencies and the
ISPs themselves will not be able to see the content
of your communications. Privacy is certainly on the
agenda and corporations appear to be now owning the
problem.
FINAL THOUGHTS
1. EMBRACE HYPER PERSONALISATION
Wearable tech, embedded tech and the Internet of
Things should be welcomed by marketers as these
trends have the potential to make marketing to
consumers more relevant, more engaging, and timelier
– and therefore far more effective in getting consumers to see, buy and use your products and services.
When the data points you can work with go beyond
people’s interactions with your emails, or what search
terms they are typing in, to data points (like location,
sight line, social connections, heart rate, temperature,
ambient conditions, history, tastes, preferences, and
future plans), it gives you an ability to personalise your
interactions with your current and future customers in
incredibly sophisticated ways.
In the future you will not be targeting groups of people
or even ‘lookalike’ profiles. You will instead be targeting
each person out there individually because you’ll be
able to focus in on them programmatically. They will be
understood by multi-faceted data points that you will
be privy to – location, tastes, plans, friends, purchase
history, and other behavioural and attitudinal data.
Being able to hyper target then becomes a necessity
and will require shifts in corporate culture, structure
and appetite. You can start right now by putting hyper
personalisation on the agenda as a long-term objective
with milestones to meet as the future gets closer and
closer.
Reflecting on what is coming, it seems prudent that
marketers should embrace three areas sooner rather
than later, future proofing in preparation for what might
be a monumental shift within the next 5 years:
Push all your departments and agencies to market with
greater personalisation – across email, search, display,
and other channels. Your ROI will increase as a result,
and you’ll be better prepared for the new challenges
and opportunities coming. Don’t send everyone the
same email with the same content, be as precise and
tailored as possible. Link customer email addresses to
their Facebook IDs. Create Facebook campaigns where
the consumer has opted-in to letting you read their
profile details, and use those details to inform your
other marketing activities. Follow a user around the
web with your search and display activities, learning
more and more about them.
“
ONE DAY SOON, KNOWING THAT JOHN
LIKES THE ARCTIC MONKEYS, EVEN IF YOUR
PRODUCT/SERVICE IS NOTHING TO DO WITH
MUSIC, WILL PAY DIVIDENDS

Steve Cameron
Stunt Man
26 years old
Shane Andrews
Single
IT Consultant
Vegetarian
Unpaid speeding
tickets
32 years old
oks
Married
Collects comic bo
Wheat intolerent
No criminal conv
ictions
Owns the comple
te S-Club 7
discography
2. INCREASE YOUR ACTIONABLE DATA
POINTS
Start capturing more data about your users in creative,
smart and helpful ways. Certain data about your
consumers may seem useless today, but within the
context of wearable tech and the Internet of Things,
much more data will often be the difference between
getting consumer engagement and being completely
ignored. Think about the apps you could build, the
social media campaigns you could deploy, the businesses you could acquire, and the form in which you
hold the data you already have. One day soon, knowing
that John likes the Arctic Monkeys, even if your product/
service is nothing to do with music, will pay dividends.
3. EXPERIMENT!
Build apps for smart watches and Glass, integrate
with other devices (as an input into them, and as a
user of their output). Google Fit and Apple’s HealthKit
are great examples of open systems that are ripe for
partnering with if they are relevant to your brand or
sector. The commercial value may not be immediately
apparent but having a front row seat for the future is a
nice position to take.
Ultimately, underlying this trend in wearable tech is the
wider trend of marketing to the individual not to the
group, from inference to specificity. Wearable tech is at
the very least focusing our minds on that objective, and
for that we as marketers and consumers should be very
grateful indeed.

SERVICE | PAID MEDIA
CASE STUDY | L&G
HOW GREENLIGHT TOOK AWARD-WINNING STEPS TO MAKE PAID
SEARCH THE YEAR'S SUCCESS STORY AT L&G INVESTMENTS
The Client
THE RESULTS
Leading investment firm Legal & General
Investments, sought to replicate the successful
results it had achieved the previous year in sales of
its ISA products, surpassing them in 2013. Given the
2012 campaign had itself been highly successful,
Greenlight needed to innovate to achieve this,
leaning on PPC to do so.
Objectives
L&G tasked Greenlight with the following
objectives:
•
YoY growth in application volume
•
Decrease CPC
•
Increase CTR and YoY ROI
Strategy
• Firstly, Greenlight undertook investment behaviours
research during the 2012 ISA season to determine
how this related to search engine keyword usage.
• This research was imported into OneHydra including
Paid Search and web analytics data.
• Greenlight then conducted comprehensive attribution
calculations to accurately model consumer
segmentation on an individual keyword level, using
OneHydra to aggregate and provide visualisations of
the consumer segment density by keyword.
• This was then employed across Paid Search for the
2013 season.
TESTIMONIAL
"We are delighted that all of Greenlight's
hard work has culminated in winning the
Web Analytics & Optimisation
award at The Digitals."
SHAUN ASHDOWN
Digital Strategy Manager,
L &G Investments
“
SERVICE | PAID MEDIA
| SEO
CASE STUDY
Urban Outfitters
HOW GREENLIGHT ENABLED URBAN OUTFITTERS
TO EXPAND FROM 3 MARKETS TO 13 IN 1 YEAR
The Client
Urban Outfitters, Inc. is an innovative
speciality retail company which offers a
variety of lifestyle merchandise to highly
defined customer niches.
The Objectives
Urban Outfitters wanted to enter more
markets in Europe and replicate the
strong brand presence and sales it
enjoyed in the UK.
THE RESULTS
3 MARKETS TO 13 IN 1 YEAR
Greenlight designed a strategy enabling
Urban Outfitters to expand to 13 markets.
50% INCREASE IN CONVERSIONS
Conversions across all markets increased by
50%.
105% INCREASE IN REVENUE
Revenues across all markets saw a 150%
increase.
66% CPA REDUCTION
The Strategy
• Greenlight streamlined paid search by splitting
the account up into relevant countries, making it
easier to truly localise PPC Campaigns.
*Austria, Belgium, Denmark, Finland, France,
Germany, Italy, Netherlands, Norway, Spain,
Sweden, Switzerland and The UK.
• Greenlight reduced reliance on brand
terms and grew visibility of non-brand
clothing ranges and generic terms.
• Greenlight researched native designs, trends
and regional festivals, building localised PPC
campaigns around them.
For PLA's, cost per action was
reduced by 66%
£1 SPEND, £12 RETURN
For every £1 spent, Urban Outfitters received
£12 return.
TESTIMONIAL
“Greenlight has been instrumental in
Urban Outfitters’s aggressive contribution
to revenue through paid search and a
major force behind our hugely successful
online expansion into 10 new European
markets in just one year."
CLAIRE TAYLOR
Paid Search and Affiliate Manager,
Urban Outfitters
“
EVENTS
TOPICS
With all the constant developments taking place across SEO algorithms,
paid media changes, display opportunities, ecommerce and social media
news, how do you keep up with what’s going on? Introducing Greenlight’s
Events Calendar 2014/15 – a series of regular, informal presentations about
what’s new in the digital marketing industry and why you should care.
Social
SEO
Display
PPC
eCommerce
Client Services
For more information or to sign up for any of these events please email
[email protected].
Social monitoring is dead: Introducing Social Intelligence
Social creativity can be accountable: Turning one time fans into long term customers
Social media and the law: Common pitfalls and how to avoid them
Data Journalism: The most effective method of link building in the finance sector
Customer Support: Maximising call deflection with search optimisation
Performance Display: B2B marketing’s best kept secret
Google Shopping: Getting the most out of product listing ads (PLAs)
Digital Marketing in China: What you need to know
International Search: What you need to know
Hybris: An introduction to the world’s fastest growing ecommerce platform provider
Ecommerce retail platforms: An overview
Ecommerce personalisation: Enablement for retailers
Conversion Rate Optimisation: A walkthrough (with Optimizely)
The Mobile consumer: Digital marketing insights and advanced strategies
The Update: What’s new in Search and Social
SCHEDULE
FORMAT
08:30 – 08:45 – Breakfast, coffee and croissants
08:45 – 09:30 – First half of presentation kicks off
09:30 – 09:45 – Mid-way break
09:45 – 10:30 – Second half of presentation and Q&A
Informal, educative briefings held in the Loft at
Greenlight’s office in Kings Cross
2015 
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ABOUT GREENLIGHT
Greenlight is a multi-award winning digital marketing
agency that designs, builds, deploys and measures
marketing solutions and campaigns across Search,
Social, Display, Mobile, eCommerce, and more, with
the unwavering objective of achieving dramatic
growth for its clients. Greenlight promotes brands and
products in 40 languages and 28 territories on behalf
of such clients as Millennium Hotels, ghd, Superdry,
Dixons, Legal & General, Giffgaff, and many more.
If you’d like to talk to us about igniting growth in your
digital marketing, please feel free to contact us:
Greenlight Digital
The Varnish Works,
3 Bravingtons Walk,
Kings Cross,
London, N1 9AJ
+44 (0)20 7253 7000
[email protected]