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The data defined-vehicle_architecture

Discuss the fundamental challenges to master data-defined vehicles. Provides an outlook of a data-driven architecture for mobility as a service.

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The data defined-vehicle_architecture

  1. 1. The Data-defined Vehicle Architecture The AUTOmobile becomes the autoMOBILE Dr. Sebastian Wedeniwski IBM Distinguished Engineer, CTO Global Industrial Sector
  2. 2. Agenda Ø Software-defined vehicles surrounded by historical structures Ø The mobility revolution shifts the vehicle to a software-defined service Ø Critical business competencies in a globally transforming autoMOBILE Ø Fundamental challenges to master data-defined vehicles Ø Outlook of a data-driven architecture for mobility as a service
  3. 3. Patent No. 37435 “Vehicle powered by gas engine” of 29 January 1886 is the birth certificate of the automobile Absolutely no software!
  4. 4. In the mid-1960s, a Volkswagen Beetle contained only very few electrical parts – BUT no software-defined hardware Some electrical parts in mass production VW 1300LEFT RIGHT J1 Turn signal Turn signal Fig. 1. Wiring Diagram VW 1300 (U.S. version) From August 1965 to July 1966 J3 J2 G1 H1 H2 G Sealed beam unit Parking lightParking light 1,0 1,0 0,5 1,5 2,5 2,5 Fuel gauge light Interior light Transmission to frame ground strap Battery T1 S K 1,5 LEFT RIGHT Black dotted line = Optional extras or service installation 0,7 5 EK1 K2 K3 K4 K5 Windshield wiper switch Lightswitch Turn signal switch with dimmer switch Emergency flasher switch Horn button Steering column connection Emergency flasher relay Dimmer relay Brake lightswitch High beam warning light Generator warning light Turn signal warning light Oil pressure warning light Speedometer light Automatic choke Electro-magnetic pilotjet Spark plug connector,No.1 cyl. Spark plug connector,No.2 cyl. Spark plug connector,No.3 cyl. Spark plug connector,No.4 cyl. Fuse box white fuse:8 ampere red fuses:16 ampere Cable adapter Cable connector,single Cable connector,double Cable connector,triple Brake,turn signal and tail lights Brake,turn signal and tail lights Horn ring to steering coupling ground connection Wiper motor to body ground strap E. F. G. G 1. H 1. H 2. J 1. J 2. J 3. K 1. K 2. K 3. K 4. K 5. O 1. O 2. P 1. P 2. P 3. P 4. S. T. T 1. T 2. T 3. X 1. X 2. 2. 4. 1,5 0,5 2,5 Horn 0,7 50,5 S F Wiper motor S Ignition/ starter switch Sealed beam unit 2,5 2,5 2,5 4,0 1,5 1,0 1,0 2,5 2,5 2,5 0,5 0,5 0,5 1,0 0,5 4,0 1,0 1,0 1,0 Antenna connection Radio 56a 5630 30 15 30 Battery to frame ground strap Door switch Door switch VLVR BI 49a S 0,5 0,5 0,5 1,0 1,5 2,5 0,5 0,5 15/5 4 50 1,0 1,0 1,5 0,5 1,5 2,5 58 30 F 56 57 30 T T 1,5 1,0 S R 54 L 0,5 5431b 54d T Generator/ regulator 1,5 0,5 0,5 0,5 6,0 4,0 4,0 6,0 6,0 0,5 1,0 1,0 T3 P3 P2 1,5 DistributorSpark plugs Spark plugs P1 P4 25, 0 Ignition coil 1,0 1,0 0,5 Starter 3050 O 1 O 2 Oil pressure switch X 1 0,7 51,0 1,0 1,5 1,51,5 X 2 1,5 0,5 © 1972 VWoA – 509 T2 1,5 1,5 1 4 15 61 B+ License plate light
  5. 5. As early as the beginning of the 2000s, there were 45 connected Electronic Control Units (ECUs) made by different manufacturers in the Volkswagen Phaeton Electronic components (blue) and wiring system (brown) (Photo: Volkswagen) Cabling in the Phaeton has a total wire length of 3,860 m with a cable harness weighing 64 kg. The bill of materials of the electrics consist of 11,136 parts. Only embedded software defined by hardware!
  6. 6. In 2005, high variation of possible ECUs in the BMW 7 series (E65) Source: S 400 HYBRID - own photo, Attribution, https://commons.wikimedia.org/w/index.php?cur id=11526833 BMW 7 series from 2005 contained around 65 ECUs, connected via five bus systems with an embedded software scope of around 115 megabytes. Every car gets an own fingerprint just by ECUs and software for standard equipment (green) and optional equipment (blue). Source: BMW Anti-theft alarm Tyre pressure check Rain sensor Lightswitch module Heating control panel Heating control panel (back) 1-axis- air suspension Control centre Centre console Trailer module Instrument cluster Safety and information module Vehicle centre Human -machine interface Park distance Control Digital Diesel / Motor Electronics 1 Adaptive Cruise Control Switch centre Steering column A column left B column left A column right B column left Door front left Driver’s seat Audio system Controller Door front right Back seat Active roll stabilisation Dynamic stability control Electronic gearbox control Passenger seat Seat module Driver Seat module Passenger Aerial tuner Multimedia Changer Audio CD Changer Video module Control centre Centre console Rear Adaptive Light Control Electronic Damper control Electromech. Parking brake Rate sensor (no switchgear) Seat module Passenger behind Power module Digital Diesel / Motor Electronics 2 Tilt and slide roof Chassis Integration Modules Amplifier Navigation system Telephone interface Speech recognition system Headphone interface Tailgate lift Seat module Behind driver Auxiliary heating / Booster heating Controller Windscreen wiper module Diagnosis Access Central Gateway Module Car Access System Door module Passenger Door module Driver’s door Door module Driver’s side behind Door module Passenger’s side behind Bodywork Multimedia Drive system Passive security Periphery Diagnosis
  7. 7. Today, the share of software is already higher than that of mechanics Source: ITQ GmbH (2014) Kompetenz in Mechatronik. München https://www.itq.de/files/itq_unternehmensbrosch_r e_online.pdf 1970 1980 Functions Software Electronics Mechanics 1990 2000 2010 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  8. 8. AUTOSAR (AUTomotive Open System ARchitecture) Electrical/Electronic architecture concept towards software-defined hardware Source: AUTOSAR Application Layer Runtime Environment Onboard Device Abstraction Memory Hardware Abstraction Communication Hardware Abstraction I/O Hardware Abstraction Complex Drivers Microcontroller Drivers Memory Drivers I/O Drivers Communication Drivers System Services Memory Services Communication Services Microcontroller SW Components Middle Ware Basic Software ECU Resources Over the past 20 years, there have been a number of efforts to standardize operational systems, bus systems, basic software and functional interfaces for the architecture of embedded systems. Aim to decouple the software in the embedded systems from the underlying hardware! Similarly to AUTOSAR, the JasPar is a consortium run primarily by Japanese companies, which also has other focuses
  9. 9. Short summary… Growing importance of Information Technology in Automotive 1886 Benz Patent Motor Car 2016 New Mercedes-Benz E-Class Product 0% IT Research & Development Calculation support Production 0% Marketing & Sales 0% Aftersales 0% Administration Calculation support Connected Product >60% (Software) Research & Development >70% (Computer-Aided Engineering) Production >60% (Computer-Aided Manufacturing) Marketing & Sales >40% (Internet) Aftersales >30% (Diagnostics) Administration >70% (HR, Finance, Procurement) … Photos: Daimler AG DigitalTransformation oftheproductandsupporting processes VehicleArchitecture EnterpriseArchitecture
  10. 10. Agenda Ø Software-defined vehicles surrounded by historical structures Ø The mobility revolution shifts the vehicle to a software-defined service Ø Critical business competencies in a globally transforming digital age Ø Fundamental challenges to master data-defined vehicles Ø Outlook of a data-driven architecture for mobility as a service
  11. 11. How has the car changed in a full development cycle since 2007? Too many improvements to summarize all… Is now really software or still hardware driving the new vehicle design? Source: ITQ GmbH (2014) Kompetenz in Mechatronik. München https://www.itq.de/files/itq_unternehmensbrosch_r e_online.pdf 1970 1980 Functions Software Electronics Mechanics 1990 2000 2010 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  12. 12. How has the mobile, mobility and IoT changed since 2007? The smartphone is a software-defined key to mobility! iPhone (1st generation) first released June 29, 2007 iPhone 6 first released Sept 19, 2014 Creating new products and business models Driving engagement and customer experience Accelerating advances in technology… are transforming every part of business Advanced analytics Product lifecycle Cloud Pervasive connectivity Embedded sensors New hardware landscape defined completely by software! The automotive industry is still not there.
  13. 13. …because the nature of the consumer is changing Generation 2010 2020 Grown up Defines Invent Traditionalist (born <1946) Silent Generation 4% 1% Books Fax Baby Boomers (1946-1964) Growth Economies Generation 38% 22% TV PC Generation-X (1965-1976) Tales for an Accelerated Culture 21% 20% PC Mobile Phone Millennials (1977-1997) Digital Natives (Gen-Y) 37% 50% PC & Internet Google & Facebook Gen-2020 (born > 1997) Hyper connected 0% 7% Mobile Media iPhone Apps Closed Innovation Innovation Network with the whole Business Eco System Open Innovation with Business Partners Hardware-defined Innovation Traditionalist Baby Boomers Generation-X Millennials Gen-2020 Software-defined Innovation
  14. 14. A new value network is evolving that is defined by software and data Consumer OEM The History Historically the Dealer-to-Consumer relationship, supported by the Business-to-Dealer relationship have been the key relationships in the automotive industry. The Opportunity 1.Digital technologies will enable OEMs to establish a much closer customer relationship. 2.In addition the “ConnectedCar” opens up new “Vehicle to Consumer” (V2C) and “Vehicle to Business” (B2V) relationships. DealerVehicle B2D D2CV2C V2D B2V B2C Tier 1 B2B B2B2C Make and sell g Sell and make Product-centricity g Customer-centricity Output g Performances Transaction g Relationship Value delivery g Value co-creation Competition g Co-supply Value chain g Value network Miraglia and Davies 2009
  15. 15. Example Tier 1 Supplier is changing their position in the value chain Source: Bosch
  16. 16. Short summary... Short term aim is to enable services in the vehicle as a device Long term aim is to enable the vehicle as a personalized service space The internet is an institution of the connected vehicle Vehicle is an integral part of the customer’s personal network Different business competences Different business models Hardware-drivenAUTOmobile Software-driven autoMOBILE
  17. 17. Agenda Ø Software-defined vehicles surrounded by historical structures Ø The mobility revolution shifts the vehicle to a software-defined service Ø Critical business competencies in a globally transforming autoMOBILE Ø Fundamental challenges to master data-defined vehicles Ø Outlook of a data-driven architecture for mobility as a service
  18. 18. Five Key Challenges Incompatible Standards3Fundamental Shifts in Business Models2Unprecedented Data Volumes1 New Privacy Landscape5Entirely New Security Threats4 • Sensors generating new kinds of data, as well as volumes 1000’s of times higher than not connected vehicles. • Big data and machine learning required to complementtraditional reporting and analytics. • One-time purchases being transformed into ‘pay as you grow’ long termrevenue streams. • Traditionalmanufacturing and place- based businesses mustbecome digital-centric organizations. • Proliferation in competingplatforms and incompatible standards raises costs and complexity, security risks, and time-to-market for data-driven innovators. • Collectingphysical world data on people and objects. • Market is slowgrasping implications - stiffer regulations are likely. • Unknown devices connecting vehicles. • Automobiles and connected plants are under growing attack.
  19. 19. New and emerging technologies will combine to transform industries Industries will converge Ecosystems will emerge Value chains will fragment Margin Consumer experience Marketing and sales Outbound logistics Design and operations Inbound logistics Consumer experience Marketing and sales Outbound logistics Inbound logistics Outbound logistics Operations Specialist Inbound logistics Outbound logistics Inbound logistics Healthcare Distribution Electronics Retail Outbound logistics OperationsInbound logistics Marketing and sales Operations M Operations MConsumer experience Marketing and sales Marketing and sales M M Consumer experience Consumer experience Source: IBM Institute for Business Value – Digital Reinvention
  20. 20. The value chain is changing Development Production Sales After-sales support Digitalization of the industry: A move from the AUTOmobile to the autoMOBILE Core processes of the classic business model in the automotive industry Procurement & production Sales and digital access Digital product integration Value-added services Core processes of the business model in the mobility industry AUTOmobile in order to emphasize ‘Auto’ – the German word for car autoMOBILE to emphasize the mobility of travelling from one place to another
  21. 21. Today, 89 business competencies in the automotive industry Corporate leadership Research & development Procurement & inbound logistics Production Marketing & communication Sales & outbound logistics Financial service After-sales support Human resources Quality Finance & controlling Infrastructure Corporate support service Leadership domain Core business domains Administration domains Support domains Planning & management system Internal control system Reporting & indicators Accounting, financial statement Treasury Financial market communication Goals, values, principles Corporate strategy Business & process structure Integrity & law Risks & finance Safety & security Corporate documentation Environment HR management & process Human resource policy HR planning & organisation Operation control Evaluation Entry & exit Operation & development Administration & remuneration Understanding of quality Quality planning Quality improvement Quality evaluation Performance evaluation Quality assurance Problem and error processing Quality documentation Planning, requirement, change Research & pre-liminary develop. Standard, method, process Testing & validation Concept, design, construction space Development & engineering Product data & documentation Procurement strategy Logistics planning & management Supplier relationship Supplier evaluation Purchase awarding & contract Production supply Procurement optimisation Production planning & management Equipment planning Production assurance Series preparation Manufacturing Assembly & intralogistics Corporate communication Corporate & brand identity Marketing concept Execute Control Direct Market analysis & success evaluation Marketing measures Editing & Proofreading Media archive Production process & simulation Sales strategy & client Sales, demand, stock Distribution system Sales performance Qualification, quote, contract Order & distribution Acceptance & documentation Distribution optimisation Financial service strategy Guideline, process, risk Evaluation & sustainability Performance measurement Financial services contract Bank & credit Insurance Customer voice Connected vehicle Customer & vehicle data Product monitoring Warranty & goodwill Standard, equip-ment, information Location planning Facility & site safety Equipment & supply IT operations Knowledge & ideas Law & regulations IT development & documentation Assistance IT planning Project, portfolio, process
  22. 22. Business competencies of the changing business architecture for the autoMOBILE value chain Primary focus on building up digital and mobility competencies Corporate leadership Procurement & inbound logistics Phy. production & outbound logistics Marketing & communication Sales & digital access Financial service Digital product intgr. & value added servic Human resources Quality Finance & Controlling Corporate support service Infrastructure Leadership domain Core business domains Administration domains Support domains Planning & management system Internal control system Reporting & indicators Accounting, financial statement Treasury Financial market communication Goals, values, principles Corporate strategy Business & process structure Integrity & law Risks & finance Safety & security Corporate documentation Environment HR management & process Human resource policy HR planning & organisation Operation control Evaluation Entry & exit Operation & development Administration & remuneration Understanding of quality Quality planning Quality improvement Quality evaluation Performance evaluation Quality assurance Problem and error processing Quality documentation Planning, requirement, change Procurement strategy Logistics planning & management Supplier relationship Supplier evaluation Purchase awarding & contract Production supply Procurement optimisation Production planning & management Equipment planning Production assurance Engineering, series preparation Manufacturing Assembly & intralogistics Corporate communication Corporate & brand identity Marketing concept Execute Control Direct Market analysis & success evaluation Marketing measures Editing & proofreading Media archive Production process & simulation Sales strategy & client Sales, demand, stock Distribution system Sales performance Qualification, quote, contract Order & personalisation Acceptance & documentation Distribution optimisation Financial service strategy Guideline, process, risk Evaluation & sustainability Performance measurement Financial services contract Bank, credit, payment portal Insurance Customer voice & contact Network Ecosystem Customer & vehicle data Product monitoring Warranty & goodwill Standard, equip-ment, information Location planning Facility & site safety Equipment & supply IT operation Knowledge & ideas Law & regulations IT development & documentation Assistance IT planning Project, portfolio, process Vehicle fleet & mobility service Technology & development Research & pre-liminary develop. Standard, method, process Testing & validation Concept, design, construction space Development Product data & documentation
  23. 23. …further details The Mobility Revolution in the Automotive Industry: How not to miss the digital turnpike! The Internet of Things, Cloud Computing, Connected Vehicles, Big Data, Analytics – what does this have to do with the automotive industry? This book provides information about the future of mobility trends resulting from digitization, connectedness, personalization and data insights. The automotive industry is on the verge of undergoing a fundamental transformation. Large, traditional companies in particular will have to adapt, develop new business models and implement flexibility with the aid of appropriate enterprise architectures. Transforming critical business competencies is the key concept. The vehicle of the digital future is already here –who will shape it? http://www.amazon.co.jp/dp/4627486316 http://www.amazon.com/dp/3662477874 http://www.amazon.com/dp/3662447827 http://www.springer.com/us/book/9783662477878 http://www.springer.com/de/book/9783662447826
  24. 24. Agenda Ø Software-defined vehicles surrounded by historical structures Ø The mobility revolution shifts the vehicle to a software-defined service Ø Critical business competencies in a globally transforming autoMOBILE Ø Fundamental challenges to master data-defined vehicles Ø Outlook of a data-driven architecture for mobility as a service
  25. 25. Potential Mercedes services defined 2009 – Common is data Source: IBM Academy of Technology and Daimler AG •GPSauge (Apple) •FloatingCarData •Route-Optimization •“Genius” Navigation Consumer- Business-Platforms Auto Mobility Platform defined by data Smart-(Home & Business) Workplace •Mail, Message •Business-Office Connect •Video-Conference •Private Storage •Music, Photos • Face-Book • Twitter • Apple (Trapster) • Skype • …. • Internet Search • Maps • Entertainment (Music, Books, Videos) • Video-Conference • Lexica, Travel-Guide Social Networks Automotive Services Navigation Services •Down-Stream data •Upstream data •Device-Integration •Secure connect Apple • CarBook (FaceBook) • Driver-Services • Owner-Services • eHandBook • Diagnose-Service • Taxi/Bus-Services • Fleet-Services Open Development Architecture • Apple, Google, Microsoft • Mobile Device Support • Open Auto Architecture • Test & Dev Environment Communication • Stable Internet-Connect • Car2Car Network • Voice2Text • Mobile Devices (iPhone) • WiFi Home Connect Commercial • Accounting Service • Billing on Demand • Advertising • Marketing (Genius) Mercedes Vehicle Connect
  26. 26. Technologies & data trends which were NOT discussed in 2009 Source: IBM Institute of Business Value Provides an understanding of the interest, attitudes and expectations consumers will have for future mobility solutions
  27. 27. June 9th, 2016 – Daimler Chief Executive Dieter Zetsche and Uber Chief Executive Travis Kalanick were interviewed together Photo: dpa The challenge: How is Uber organized? How is Daimler organized? Where is the Chief Digital Officer aligning the product integration to a data-defined vehicle? Now roughly equal in value (stock market capitalization): German luxury car maker Daimler $70B Silicon Valley ride-sharing firm Uber $62.5B Daimler AG (Karl Benz) invented the first automobile Uber disrupted taxi business through new mobility services Uber founded 2009 Daimler predecessor Daimler-Benz founded 1926 (1883-1926 Benz & Company, 1890-1926 Daimler Motoren Gesellschaft AG)
  28. 28. Relevance of digital experiences is continuously increasing Source: BMW The challenge: Where is the Chief Digital Officer aligning the product integration to a data-defined vehicle?
  29. 29. Short summary… The Chief Digital Officer aligns the digital product integration to a data-defined vehicle The Chief Data Officer playbook Creating a game plan to sharpen your digital edge IBM Institute for Business Value IBM Institute for Business Value, “The New Hero of Big Data and Analytics, The Chief Data Officer”, June 2014
  30. 30. Agenda Ø Software-defined vehicles surrounded by historical structures Ø The mobility revolution shifts the vehicle to a software-defined service Ø Critical business competencies in a globally transforming autoMOBILE Ø Fundamental challenges to master data-defined vehicles Ø Outlook of a data-driven architecture for mobility as a service
  31. 31. Computers and the brain are different and complementary 10 Hz, parallel, high fan-out 10 mW/cm2 Integrates memory, computation, communication ~5 GHz, sequential, linear 100 W/cm2 Separates memory, computation, communication
  32. 32. Eras of computing System Intelligence 1900 1950 2011 Tabulating Programmable Cognitive Punch cards Time card readers Discovery Probabilistic Big Data Natural language Intelligent options Search Deterministic Enterprise data Machine language Simple outputs © 2015 International Business Machines Corporation
  33. 33. The digitalization is changing the product architecture in 3 different data areas to make it more intelligent Drive architecture Ecosystem Photos: BMW, Daimler Life architecture iPhone iCloud Source: IBM Academy of Technology and Daimler AG •GPSauge (Apple) •FloatingCarData •Route-Optimization •“Genius” Navigation Consumer- Business-Platforms Auto Mobility Platform defined by data Smart-(Home & Business) Workplace •Mail, Message •Business-Office Connect •Video-Conference •Private Storage •Music, Photos • Face-Book • Twitter • Apple (Trapster) • Skype • …. • Internet Search • Maps • Entertainment (Music, Books, Videos) • Video-Conference • Lexica, Travel-Guide Social Networks Automotive Services Navigation Services •Down-Stream data •Upstream data •Device-Integration •Secure connect Apple • CarBook (FaceBook) • Driver-Services • Owner-Services • eHandBook • Diagnose-Service • Taxi/Bus-Services • Fleet-Services Open Development Architecture • Apple, Google, Microsoft • Mobile Device Support • Open Auto Architecture • Test & Dev Environment Communication • Stable Internet-Connect • Car2Car Network • Voice2Text • Mobile Devices (iPhone) • WiFi Home Connect Commercial • Accounting Service • Billing on Demand • Advertising • Marketing (Genius) Mercedes Vehicle Connect Apps
  34. 34. Data-defined Vehicle: Risks regarding endangering reputation / brand value Google Executive Chairman Eric Schmidt said: “Google’s policy is to get right up to the creepy line but not to cross it” Photos: BMW PRODUCT INSIGHTS CONSUMER DATA INSIGHTS Traditional brand values: comfort, safety, longevity, reliability, … Source: BMW – Redefining Premium Brand Identity Photos: Google Vehicle data Customer data Drivers Vehicle as a personalized space Patent 8.630.897 Transportation-aware physical advertising conversations Why do I need to own a car? Why do I need parking? Why do I need a separate vehicle insurance? Getting from A to B might be free of charge Can I change the individualization of the car per ride? Driving as a service Safety is critical Driving remains with the car Engineering challenge Advanced Driver Assistance Systems Durable & reliable engines
  35. 35. How will a data-defined vehicle be produced? “Road Ready 3D-Printed Car” Photo: Local Motors
  36. 36. OEM need to create the data-defined vehicle themselves or together with new types of partners Aggregated Data Shared Data Management Platform Vehicle Insights Driver Insights Environment Insights Infrastructure Insights Shared Analytic and Functional Services Offering 1 Offering 2 Offering 3 Offering 4 Offering 6 Offering 7 OEMs Ecosystem Government Offering 5 Annonymized & Opt-In Data Connected Vehicle Data OEM 1 Annonymized & Opt-In Data Annonymized & Opt-In Data Connected Vehicle Data OEM 2 Connected Vehicle Data OEM 3 Offering 1 Offering 2 OEM Dedicated Data Management Platform Connected Vehicle Data OEM Dedicated Analytic and Functional Services Customer Experience (Convenience, seamless interaction, usability, emotions) Mobility Services (Car sharing, parking, taxi, ride sharing, public transport, etc.) Connected Vehicle (Location, connectivity, information, personalization) Ecosystem (Notifications, road enforcement, variable speed limits, toll, etc.)
  37. 37. Short summary… Guiding principles of a data-driven architecture to provide mobility as a service in a cognitive era AUTOmobile autoMOBILE business rely on selling an integrated product business designed for relationship to consumer designed by market designed to be globally available build as an integrated system continuously integrate services one product lifecycle three separate lifecycles defined by the mechanical engine defined by the personal space to overcome spatial distances capture data for engineers to improve product data designed to serve consumers real vehicle bill of material virtual vehicle bill of material components and systems programming machines are learning
  38. 38. Dr. Sebastian Wedeniwski IBM Distinguished Engineer CTO Global Industrial Sector wedeniwski@de.ibm.com

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