THEN.NOW.NEXT.WOLFF OLINS RESPONDS TOMARY MEEKER’S BRILLIANT 2012INTERNET TRENDS REPORT.WWW.WOLFFOLINS.COM
FOREWORDMary Meeker, one of Fortune Magazine’s Ten Smartest People inTech, released her latest set of internet trends data...
REIMAGINATION OF COMPUTING DEVICESTHEN                              NEXTDesktops / notebooks.             Implanted techno...
REIMAGINATION OF CONNECTIVITYTHEN                              NEXTFixed lines.                      Wireless data everywh...
THE REIMAGINATION OF LIFE STORIESTHEN                              NEXTBiographies / items               Recording and sha...
REIMAGINATION OF NEWS AND INFORMATION FLOWTHEN                              NEXTDelayed / dedicated               Everyone...
REIMAGINATION OF NOTE TAKINGTHEN                              NEXTPencil + notepad.                 Ambient recording of e...
REIMAGINATION OF DRAWINGTHEN                              NEXTPencil and notepad.               3D drawing. Then printing ...
REIMAGINATION OF PHOTOGRAPHYTHEN                              NEXTDedicated camera /                3D photography. Shoot ...
REIMAGINATION OF DIARIESTHEN                              NEXTHand-written / drawn.             Context specific mental ph...
REIMAGINATION OF SCRAPBOOKING / ASPIRATIONTHEN                              NEXTPaper / scissors / glue.          Curation...
REIMAGINATION OF MAGAZINESTHEN                              NEXTPiles of print copies.            Defined by their communi...
REIMAGINATION OF BOOKSTHEN                              NEXTPaper.                            Unique paper-formats.       ...
REIMAGINATION OF MUSICTHEN                              NEXTBuy albums and CDs                360 degree music ecosystems ...
REIMAGINATION OF SOUNDTHEN                              NEXTTape recorder / hard              Everything recorded. Further...
REIMAGINATION OF ARTISTS / CONCEPTSTHEN                              NEXTBig screen tributes.              Control your su...
REIMAGINATION OF VIDEOTHEN                              NEXTPhysical retail                   Focus on edit not capture./ ...
REIMAGINATION OF VIDEO CREATION / PRODUCTIONTHEN                              NEXTDedicated set / camera            Everyt...
REIMAGINATION OF DISTRIBUTIONAND MONETIZATION FOR ‘TALENT’THEN                              NEXT(Glenn Beck on            ...
REIMAGINATION OF HOME ENTERTAINMENTTHEN                              NEXTLean back /                       Controllable en...
REIMAGINATON OF TVTHEN                              NEXTLinear programming /              Flipboard for TV. Organised by l...
REIMAGINATION OF COMMUNICATIONTHEN                              NEXTDedicated devices /               Access my lifestream...
REIMAGINATION OF NAVIGATIONTHEN                              NEXTPhysical copies of                Non-visual navigation. ...
REIMAGINATION OF SPORTS INFOTHEN                              NEXTProfessional                      Match of the day made ...
REIMAGINATION OF HOME IMPROVEMENTTHEN                              NEXTMagazines / cable                 IKEA and and.TV c...
REIMAGINATION OF CALLING A CABTHEN                              NEXTLong lines during rush            Barclay’s jetpacks. ...
REIMAGINATION OF CARSTHEN                              NEXTGasoline / diesel powered         Fewer cars.internal combustio...
REIMAGINATION OF YELLOW PAGESTHEN                              NEXTHeavy printed business            List what you want, a...
REIMAGINATION OF COUPONS AND LOCAL SERVICESTHEN                              NEXTNon personalized /                Social ...
REIMAGINATION OF GETTING FOOD QUICKLYTHEN                              NEXTPermanent store                   Personal Whip...
REIMAGINATION OF CASH REGISTERSTHEN                              NEXTBig and odd looking               Every chip and ther...
REIMAGINATION OF WINDOW SHOPPINGTHEN                              NEXTLooking through the               Stepping into and ...
REIMAGINATION OF MARKETPLACESTHEN                              NEXTTent and pickup truck             Digital activity cura...
REIMAGINATION OF MANUFACTURINGTHEN                              NEXTMass production                   Buy a patent.of high...
REIMAGINATION OF INSTANT GRATIFICATION,PERSONAL SERVICESTHEN                              NEXTMass production of high-    ...
REIMAGINATION OF IDEA BUILDING / FUNDINGTHEN                              NEXTFlyers / loudspeakers /           Auto digit...
REIMAGINATION OF PERSONAL BORROWING LENDINGTHEN                                 NEXTBorrowers – paper application /      M...
REIMAGINATION OF BUSINESS COLLABORATIONTHEN                              NEXTMeetings / whiteboards /          3D Meeting ...
REIMAGINATION OF RECRUITING / HIRINGTHEN                              NEXTJob fairs / campus                Career project...
REIMAGINATION OF FOCUS GROUPSTHEN                              NEXTFixed time / location /           Live tracking of your...
REIMAGINATION OF DATATHEN                              NEXTStore everything because          Predictive data and modelling...
REIMAGINATION OF SIGNATURESTHEN                              NEXTScan / fax / mail to return       DNA and soul scanning.s...
REIMAGINATION OF HEALTHCARE ACCESSTHEN                              NEXTCall to make                      Managing wellbei...
REIMAGINATION OF LEARNINGTHEN                              NEXTTaught by teachers.               Kids in the workplace.NOW...
REIMAGINATION OF ENGAGEMENTTHEN                              NEXTButtons / joysticks / D-          Mind control.pads / wir...
REIMAGINATION OF EDUCATIONTHEN                              NEXTClassrooms / lectures /           On the job doing.reading...
REIMAGINATION OF REWARDS / SATISFACTIONTHEN                              NEXTPat on the back /                 Real reward...
REIMAGINATION OF GOVERNMENT SUBSIDIESTHEN                              NEXTGather in town / wait in          Global subsid...
REIMAGINATION OF COMMUNICATIONTHEN                              NEXTCavemen drawings.                 Access my lifestream...
REIMAGINATION OF CRIME AWARENESSTHEN                              NEXTWarning signs /                   Awareness of local...
REIMAGINATION OF THERMOSTATSTHEN                              NEXTOn / off switch and               Meteorological forecas...
REIMAGINATION OF PET CARETHEN                              NEXTFlyers on lamp posts for          Live pet-satisfaction mon...
REIMAGINATION OF FEEDSTHEN                              NEXTFeeding trough.                   Thematic and emotional memor...
THANK YOU.WWW.WOLFFOLINS.COM
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Then, Now, Next

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Mary Meeker, one of Fortune Magazine’s “ten smartest people in tech”, released her latest set of internet trends data in May. The report, which has been trending ever since, provides an eye-popping picture of future internet tends. It can be found at: http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012

At Wolff Olins we’re big fans. It was Mary's ‘Reimagination of Everything’ that really captured our attention. In this section of her presentation she takes takes numerous categories and shows how they have been reimagined by social / mobile / local.

Inspired by her ideas, a group of us got together to imagine the future of these categories, providing the ‘Next’ to Mary’s ‘Then: Now’. Our predictions follow.

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Then, Now, Next

  1. 1. THEN.NOW.NEXT.WOLFF OLINS RESPONDS TOMARY MEEKER’S BRILLIANT 2012INTERNET TRENDS REPORT.WWW.WOLFFOLINS.COM
  2. 2. FOREWORDMary Meeker, one of Fortune Magazine’s Ten Smartest People inTech, released her latest set of internet trends data in May. Thereport, which has been trending ever since, provides an eye-poppingpicture of future internet tends, you can find it at:http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012At Wolff Olins we’re big fans and it was Marys ‘Reimagination ofEverything’ that really captured our attention. In this section of herpresentation she takes numerous categories and shows how they havebeen reimagined by social / mobile / local.Inspired by her ideas, a group of us got together to imagine the future ofthese categories, providing the ‘Next’ to Mary’s ‘Then: Now’.Our predictions follow.09/07/2012 WWW.WOLFFOLINS.COM PAGE 2
  3. 3. REIMAGINATION OF COMPUTING DEVICESTHEN NEXTDesktops / notebooks. Implanted technology commanding the Internet of Things.NOWTablets / smartphones.09/07/2012 WWW.WOLFFOLINS.COM PAGE 3
  4. 4. REIMAGINATION OF CONNECTIVITYTHEN NEXTFixed lines. Wireless data everywhere. Wireless power.NOWMobiles.09/07/2012 WWW.WOLFFOLINS.COM PAGE 4
  5. 5. THE REIMAGINATION OF LIFE STORIESTHEN NEXTBiographies / items Recording and sharing mental/ exhibitions of famous movies and snapshots.people or loved ones.NOWFacebook timelineBroad personalized mediadiscoveryfeed / automaticallycreated / widelyaccessible.09/07/2012 WWW.WOLFFOLINS.COM PAGE 5
  6. 6. REIMAGINATION OF NEWS AND INFORMATION FLOWTHEN NEXTDelayed / dedicated Everyone is a news source (amateur + pro).reporters and camera Photosynth of news. Choose your angle.men / regional ornational reach.NOW(Twitter) real time/ citizen reportingvia mobile devices/ global reach.09/07/2012 WWW.WOLFFOLINS.COM PAGE 6
  7. 7. REIMAGINATION OF NOTE TAKINGTHEN NEXTPencil + notepad. Ambient recording of everything supported by auto-aggregation and editing.NOW(Evernote).Always synced /multi-device / picture +audio enabled /searchable09/07/2012 WWW.WOLFFOLINS.COM PAGE 7
  8. 8. REIMAGINATION OF DRAWINGTHEN NEXTPencil and notepad. 3D drawing. Then printing in 3D with rapid prototyping.NOW(Paper by Fiftythree)Reusable canvas screen /creating art anywhereanytime / digitallyenhanced creationtools / instant sharing.09/07/2012 WWW.WOLFFOLINS.COM PAGE 8
  9. 9. REIMAGINATION OF PHOTOGRAPHYTHEN NEXTDedicated camera / 3D photography. Shoot first.manually transfer digital Pick your angle and focal point later.files / develop films.NOW(Instagram / Camera+/ Hipstamatic)Always with you camera(smartphone) / instantdigital effects / share /sync / discover.09/07/2012 WWW.WOLFFOLINS.COM PAGE 9
  10. 10. REIMAGINATION OF DIARIESTHEN NEXTHand-written / drawn. Context specific mental photos.NOW(Path)One-tap to add entry/ multimedia /locationaware / share / Search.09/07/2012 WWW.WOLFFOLINS.COM PAGE 10
  11. 11. REIMAGINATION OF SCRAPBOOKING / ASPIRATIONTHEN NEXTPaper / scissors / glue. Curation of other peoples mental photos.NOW(Pinterest)One-click to pin / share /follow / alwaysaccessible.09/07/2012 WWW.WOLFFOLINS.COM PAGE 11
  12. 12. REIMAGINATION OF MAGAZINESTHEN NEXTPiles of print copies. Defined by their communities (co-creating superior content) not by masthead.NOW(Flipboard)More content / alwaysaccessible up-to-date /personalized / accesseverywhere / interactive(video and audio) / share.09/07/2012 WWW.WOLFFOLINS.COM PAGE 12
  13. 13. REIMAGINATION OF BOOKSTHEN NEXTPaper. Unique paper-formats. Disposable digital versions.NOW(Amazon Kindle / AppleiBooks).09/07/2012 WWW.WOLFFOLINS.COM PAGE 13
  14. 14. REIMAGINATION OF MUSICTHEN NEXTBuy albums and CDs 360 degree music ecosystems (do morein stores / playback with artists, industry and fans). 3D sound.via dedicated players.NOW(Spotify)Discovery of musicthrough friends andexperts / instant ondemand streamingon internet-enableddevices.09/07/2012 WWW.WOLFFOLINS.COM PAGE 14
  15. 15. REIMAGINATION OF SOUNDTHEN NEXTTape recorder / hard Everything recorded. Further democratisationto edit / share. of production software and editing, especially mobile.NOW(Soundcloud)Record / edit / playbackanywhere / anytime /on any device / playlistsharing / discovery.09/07/2012 WWW.WOLFFOLINS.COM PAGE 15
  16. 16. REIMAGINATION OF ARTISTS / CONCEPTSTHEN NEXTBig screen tributes. Control your superstar.NOWTupac at Coachella3D / lifelike /programmable hologram /bringing past icons backto life.09/07/2012 WWW.WOLFFOLINS.COM PAGE 16
  17. 17. REIMAGINATION OF VIDEOTHEN NEXTPhysical retail Focus on edit not capture./ rental stores. Instagram filters (visual + sound) for video.NOW(YouTube / Netflix )On demand / instantstreaming / accessibleeverywhere.09/07/2012 WWW.WOLFFOLINS.COM PAGE 17
  18. 18. REIMAGINATION OF VIDEO CREATION / PRODUCTIONTHEN NEXTDedicated set / camera Everything recorded. Further democratisation/ lighting / editing of post-productionequipment. and editing outside the studio.NOW(SocialCam / Viddy/ GoPro)Live digital effects /wearable recordingdevice / real-timeupload / discovery.09/07/2012 WWW.WOLFFOLINS.COM PAGE 18
  19. 19. REIMAGINATION OF DISTRIBUTIONAND MONETIZATION FOR ‘TALENT’THEN NEXT(Glenn Beck on Digital busking receiving contactlessFox News) payment. Live digital speaker corners.NOW(GBTV – digital)With 300k subscribersand lower productioncosts, GB makingmaterially more money.09/07/2012 WWW.WOLFFOLINS.COM PAGE 19
  20. 20. REIMAGINATION OF HOME ENTERTAINMENTTHEN NEXTLean back / Controllable entertainment. Social, interactivelean forward. and customisable content.NOW(Chill)Curl up – visual layout/ social discovery /distribution / interaction.09/07/2012 WWW.WOLFFOLINS.COM PAGE 20
  21. 21. REIMAGINATON OF TVTHEN NEXTLinear programming / Flipboard for TV. Organised by lengthPre-set channels / Little of tome you want to watch. Reorganisingcontrol over content. channels around content buckets.NOW(YouTube Channels /Bleacher Team Stream)On demand personalizedcontent on big screen.09/07/2012 WWW.WOLFFOLINS.COM PAGE 21
  22. 22. REIMAGINATION OF COMMUNICATIONTHEN NEXTDedicated devices / Access my lifestream.limited function and range/ intrusive.NOW(Voxer)Push to talk / voicemessage / picture / text /location / group chat.09/07/2012 WWW.WOLFFOLINS.COM PAGE 22
  23. 23. REIMAGINATION OF NAVIGATIONTHEN NEXTPhysical copies of Non-visual navigation. Intelligent traffic lightsmap in car / TV, radio based on everyone’s destination.reporting of traffic info.NOW(Waze)User-generated digitalmap / live crowd sourcedtraffic data.09/07/2012 WWW.WOLFFOLINS.COM PAGE 23
  24. 24. REIMAGINATION OF SPORTS INFOTHEN NEXTProfessional Match of the day made up of 40,000commentators / reporters people filming, from every angle./ limited coverage and Photosynth and filter.reach.NOW(Bleacher report)Anyone can be acontributor / opinion-oriented analysis /multimedia / socialand mobile enabled.09/07/2012 WWW.WOLFFOLINS.COM PAGE 24
  25. 25. REIMAGINATION OF HOME IMPROVEMENTTHEN NEXTMagazines / cable IKEA and and.TV channels / limited Architects become brands.interaction with Buildings and interiors become Lego.consumers.NOW(Houzz / One Kings Lane)Communicationsplatforms for designersand consumers / share/ discover and clickand buy.09/07/2012 WWW.WOLFFOLINS.COM PAGE 25
  26. 26. REIMAGINATION OF CALLING A CABTHEN NEXTLong lines during rush Barclay’s jetpacks. Self-fly. Pay per use.hours / rain / some areasmay not have taxisroaming on the streets.NOW(Uber)One tap taxi call / locationaware / electronicpayment.09/07/2012 WWW.WOLFFOLINS.COM PAGE 26
  27. 27. REIMAGINATION OF CARSTHEN NEXTGasoline / diesel powered Fewer cars.internal combustion Shared, self-driving taxis.enginewith exhaust.NOW(Hybrid / Electric cars)Plug in electrical powertrain / regenerative break/ solar panel roof / little tozero emission.09/07/2012 WWW.WOLFFOLINS.COM PAGE 27
  28. 28. REIMAGINATION OF YELLOW PAGESTHEN NEXTHeavy printed business List what you want, and supplierslistings. contact you with the solution.NOW(Yelp)User reviews / pictures.Recommendations /location aware / easilysearchable.09/07/2012 WWW.WOLFFOLINS.COM PAGE 28
  29. 29. REIMAGINATION OF COUPONS AND LOCAL SERVICESTHEN NEXTNon personalized / Social currency.smaller discounts / easily Pay what you think it’s worth.lost or forgotten.NOW(Groupon)Personalized / locationaware / instant deals /group buying discount.09/07/2012 WWW.WOLFFOLINS.COM PAGE 29
  30. 30. REIMAGINATION OF GETTING FOOD QUICKLYTHEN NEXTPermanent store Personal Whipcar style kitchen.locations. Neighbourhood kitchens.NOW(Kogi Food Truck)100k twitter followers /real time locationupdates.09/07/2012 WWW.WOLFFOLINS.COM PAGE 30
  31. 31. REIMAGINATION OF CASH REGISTERSTHEN NEXTBig and odd looking Every chip and therefore every devicemachines / receipt is a checkout.printers and cashdrawers.NOW(Square)Simple and elegant andsquare reader / emailreceipts / touch signing.09/07/2012 WWW.WOLFFOLINS.COM PAGE 31
  32. 32. REIMAGINATION OF WINDOW SHOPPINGTHEN NEXTLooking through the Stepping into and shopping in windows aswindow. experience. 3D vending.NOW(One kings lane / fab /click and buy).09/07/2012 WWW.WOLFFOLINS.COM PAGE 32
  33. 33. REIMAGINATION OF MARKETPLACESTHEN NEXTTent and pickup truck Digital activity curates physical markets.at street-fairs.NOW(Etsy)Integrated platform forlistings / advertising /payment / inventorymanagement.09/07/2012 WWW.WOLFFOLINS.COM PAGE 33
  34. 34. REIMAGINATION OF MANUFACTURINGTHEN NEXTMass production Buy a patent.of high volumestandardized items.NOW(zazzle / shapeways )Customised /personalized design/ 3D printing process).09/07/2012 WWW.WOLFFOLINS.COM PAGE 34
  35. 35. REIMAGINATION OF INSTANT GRATIFICATION,PERSONAL SERVICESTHEN NEXTMass production of high- Generated for you.volume standardised Custom everything.items.NOW(Zaarly / TaskRabbit/ Fiverr)One click anddelivered to you.09/07/2012 WWW.WOLFFOLINS.COM PAGE 35
  36. 36. REIMAGINATION OF IDEA BUILDING / FUNDINGTHEN NEXTFlyers / loudspeakers / Auto digitally formed locations.dinners / checks.NOW(Kickstarter)Online / social distribution/ real-time progress.09/07/2012 WWW.WOLFFOLINS.COM PAGE 36
  37. 37. REIMAGINATION OF PERSONAL BORROWING LENDINGTHEN NEXTBorrowers – paper application / Macro lending. Large numbers of peoplelengthy approval process / highinterest rates. Investors – little collectively contribute to small loans.access for retail investors / nocustomisation based on risktolerance.NOW(Lending club)Borrowers – online appication /funded in days / lower interestrates. Investors – easycustomization / diversification /better returns.09/07/2012 WWW.WOLFFOLINS.COM PAGE 37
  38. 38. REIMAGINATION OF BUSINESS COLLABORATIONTHEN NEXTMeetings / whiteboards / 3D Meeting rooms.teleconferences. Digital post-its.NOW(Salesforce.com /Yammer / Jive)Online working groups /data sharing / instantmessages.09/07/2012 WWW.WOLFFOLINS.COM PAGE 38
  39. 39. REIMAGINATION OF RECRUITING / HIRINGTHEN NEXTJob fairs / campus Career projector algorithm with real-timerecruiting events / paper evaluation of current earning potential.resumes.NOW(LinkedIn)Online resumes / socialrelevancy for recruiters /searchable skill sets /endorsements /recommendations.09/07/2012 WWW.WOLFFOLINS.COM PAGE 39
  40. 40. REIMAGINATION OF FOCUS GROUPSTHEN NEXTFixed time / location / Live tracking of your customer base,small group / no real-time real feeds from market and products.feedback.NOW(Affectiva)Real-time video emotiondetection and analysis /effortless participation /data capture /‘moodometer’.09/07/2012 WWW.WOLFFOLINS.COM PAGE 40
  41. 41. REIMAGINATION OF DATATHEN NEXTStore everything because Predictive data and modelling – pre cogs.we can do itinexpensively.NOWData obesity / data qualityissues – how to find aneedle in a haystack.09/07/2012 WWW.WOLFFOLINS.COM PAGE 41
  42. 42. REIMAGINATION OF SIGNATURESTHEN NEXTScan / fax / mail to return DNA and soul scanning.signature page.NOW(DocuSign).Electronic documents /secure audit trail / instante-signature.09/07/2012 WWW.WOLFFOLINS.COM PAGE 42
  43. 43. REIMAGINATION OF HEALTHCARE ACCESSTHEN NEXTCall to make Managing wellbeing.appointments / days orweeks to see doctors.NOW(ZocDoc / Teladoc)On-demand access todoctors in minutes orsame day / In person orvia phone video call.09/07/2012 WWW.WOLFFOLINS.COM PAGE 43
  44. 44. REIMAGINATION OF LEARNINGTHEN NEXTTaught by teachers. Kids in the workplace.NOWSelf-taught throughtechnology.09/07/2012 WWW.WOLFFOLINS.COM PAGE 44
  45. 45. REIMAGINATION OF ENGAGEMENTTHEN NEXTButtons / joysticks / D- Mind control.pads / wires.NOW(xbox Kinect)Camera based gestures /voice control.09/07/2012 WWW.WOLFFOLINS.COM PAGE 45
  46. 46. REIMAGINATION OF EDUCATIONTHEN NEXTClassrooms / lectures / On the job doing.reading materials.NOW(Codecademy / Coursera/ Khan Academy)Interactive / online /accessible by anyoneanywhere anytime.09/07/2012 WWW.WOLFFOLINS.COM PAGE 46
  47. 47. REIMAGINATION OF REWARDS / SATISFACTIONTHEN NEXTPat on the back / Real rewards.appreciation.NOW(Klout / Foursquare /Zynga).09/07/2012 WWW.WOLFFOLINS.COM PAGE 47
  48. 48. REIMAGINATION OF GOVERNMENT SUBSIDIESTHEN NEXTGather in town / wait in Global subsidies connected to need.line to receive subsidies.NOW200MM+ farmers in Indiareceive governmentsubsidies via mobiledevices.09/07/2012 WWW.WOLFFOLINS.COM PAGE 48
  49. 49. REIMAGINATION OF COMMUNICATIONTHEN NEXTCavemen drawings. Access my lifestream.NOW(instagr.am)09/07/2012 WWW.WOLFFOLINS.COM PAGE 49
  50. 50. REIMAGINATION OF CRIME AWARENESSTHEN NEXTWarning signs / Awareness of local and real-time lifecommunity reports. satisfaction. Real-time reporting of crime.NOW(SFPD / CrimeMapping)Centralized database /customised crime alerts /mobile viewing.09/07/2012 WWW.WOLFFOLINS.COM PAGE 50
  51. 51. REIMAGINATION OF THERMOSTATSTHEN NEXTOn / off switch and Meteorological forecasts, informing internet oftemperature setting. things, running off smart grid.NOW(Nest)Wi-Fi enabled / autolearning / auto sensing /remote control / energyefficient.09/07/2012 WWW.WOLFFOLINS.COM PAGE 51
  52. 52. REIMAGINATION OF PET CARETHEN NEXTFlyers on lamp posts for Live pet-satisfaction monitoring.missing pets.NOWInternet enabled / GPStracking pet collars.09/07/2012 WWW.WOLFFOLINS.COM PAGE 52
  53. 53. REIMAGINATION OF FEEDSTHEN NEXTFeeding trough. Thematic and emotional memory feeds.NOW(Facebook news feed /Ticker / Twitter feed)09/07/2012 WWW.WOLFFOLINS.COM PAGE 53
  54. 54. THANK YOU.WWW.WOLFFOLINS.COM
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