and author data and the timestamp because timestamps are important. So there's a couple of formats that are out there today already. SPDX is the one I'm most familiar with, but there's also Cyclone DX and SWID. And SPDX is also now an international standard as of last year and so that's obviously where the Lynx Foundation is putting its focus. So there's other practices that have to be associated with these S-Bombs and again this one little table pretty much summarizes up what the minimum elements are and you need to be able to understand your dependency trees and how these components are hooked together and what you depend on. And a component can be anything from a package to a file. It's a sort of unit. It's why they use the term component. And you have to be able to know what your known unknowns are and that's the part for relationships. Do you know you have closure? Do you know all the pieces or hey, I'm a company that has this proprietary technology and I'm going to tell you I might have something but I'm not going to give you details? That becomes a known unknown. But you have ways of signaling that so that you know where your risk areas are. Firmware and you know pluggable modules and firmware are very common in the embedded space. You know someone has an accelerator technology making that visible how much people want to do that or not do that with what gets loaded onto your FPGA things like that. We need to be able to handle those and model those to do as well. And this model will basically let us do that at a conceptual level. Now getting the tooling there to make it easy is where we need to have some challenges so that it's put in the builds and like I say it's a one-line change somewhere. Just taking those minimum elements. Supplier name, command name so forth. The SBDX22 spec that's been around now for a year and a half, two years almost. It meets that all. Okay. We're adding the SBDX community coming out with another rev of the specification that will help make some interchange work a little bit better with some of the other formats but all the concepts are there today. And they're there in the other ones too. So working for this and minimum is there but it's very much recognized that you have various different types of relationships. You have licensing information. These things are all important but at the heart of an SBOM and so there are use cases but they're not mandated. So it's good if you can put them in. And so being able to generate these so you try to get the best information available will save problems down the road. But that is not initially mandated but it's just those other fields that were the ones that are there. And the signalling of the known unknowns. But having these types of relationships and being able to express whether something is statically or dynamically linked has implications for licensing but it also has very strong implications for security as well. And you know if you're running something and something changes up from underneath you there may suddenly become a vulnerability for your runtime libraries. And being able to be able to understand how this is all relating for a system perspective is a good challenge on the inside. So from that survey I was talking about 40% percent are using SBOMs today. And the regulatory agencies are waking up which hits a lot of our spaces in the embedded side. Specifically the FDA has already initial issues and preliminary guidance about what they are looking for and in terms of an SBOM. And they're adding a few more fields that they want to be seeing. Like end of life support. Our favorite. You know how long is this being supported for. So we're sort of extending things a little bit more in at least on the SPDX side to let you if you know that information when you're building a system you can just put it in. And you know like with the latest kernel we know like right what the support is from the community and the corporations may add different support terms and they may want to put that in when they ship it out. So we have ways of working with these things and you know the CIP project may want to actually advertise that if you're seeing some of the clinics they care about you can have even a longer life cycle. It's all you know this is all areas I think we've got some interesting innovation and some discussions to have as a community to figure out how we can make this better. But the national energy people are very interested in it. The health care is the automotive sector. I know they've all got working proof of concepts. Show of hands. I love being able to do this again. How many were in the keynote yesterday? Okay. So the dagger board project is one to consume S-bombs. It's one of the first nice ones to actually consume S-bombs, stick up a dashboard and make it visible what's there and what vulnerability and manage monitoring the vulnerabilities against the components you have. And that's what S-bombs will eventually be useful for. So seeing these open source projects come out that consume S-bombs and help people navigate do they have risk or not. This is kind of where we're going to be going with it. So it's one thing to us produce it and then it's another thing for people who are using our software to be using S-bombs to help figure out if they've got a risk or not. And that's pretty much what the hard of all law this initiative is, is basically letting people who are using the software have to do better risk management. So embedded projects that are generating S-bombs today. Zephyr, of which we just had our first developer summit. I hope we can affiliate more with the embedded links one next year. We actually had an in-person thing that Steve Winslow who's here in the audience who can talk more about this topic actually was presenting on where the study divided of S-bomb generation is and some of the ideas we need to be heading towards. And to do that you just say West SPDX and then you do your West build and you get three S-bombs coming out of it. And then the Octo project in last year with the last release. Joshua Watt has done some awesome work and Saul has done some work with the kernel and so right now if you're using Octo you can automatically generate S-bombs.  So it all happens in the background and you get this whole host of small S-bombs that have relationships to stitch them all together. So you understand the system that's there. So let me just go into a little bit of detail here. So Steve Winslow gave, let me say I could use a slide from before. And there's videos from him available up there. So you can watch more details of what's happening behind the scenes here. But what it does is it does two source, potentially three source S-bombs. One for the Zephyr sources. One for the SDK sources. And one for the app. And so there's these little S-bombs for those and that's just the sources, the source S-bombs. And then there's a build S-bombs where the .os are linked back to the sources. So you have that traceability back and then the .os are linked into intermediate .as and so forth to your final L image. And so you have a full S-bombs of that. So yeah, hands up. Go for it. So since these files are changing all the time and you're going down to the file level, is every file going to have a rev? Well, every file has a unique hash, which is actually can serve as a rev. Okay, so right. So in SPDX, every every file is hashed. Okay, and so you have you can quite frankly memorize your system, such that if you're rebuilding things, you don't have to redo your scans and things like that to find information. So if you've done it once and you've got it in your, you know, in your repositories and so forth, potentially being able to reuse it in some of these systems is something that I think we'll be heading towards. The same way we try to find ways of optimizing our builds today. But the vision is every time you build a binary image, there's an S-bomb that comes out with it at the same time. That's where we need to be literally and it just happens behind the scenes. It's not a big, oh, frantic, frantic, frantic at the end of the day. It's sitting there. It's a sidecar file. And if people want to process it further before they share it further, they can do that. But it's there with whatever information to build infrastructure new. And I think that is a plan for embed is being effective. Similarly, so where this is actually being now used in to prove that yeah, it's just happening by default. No one's thinking about it too much is if you actually go onto the Zephyr website, there is a there's a blog post on this. But there's a dashboard that the Reno people, which are a simulator put together. And it's got all a whole suite of the boards that are already working with Zephyr. So there's almost 400 boards in there right now. And any time in that dashboard, it says past or built. If you go and download the image, you get the executable image and you also get the s bombs. So you get those three s bombs I was talking about, the Zephyr sources, app sources and the built sources, the built image. And you can see them. And this is just what it looks like. This is take by but tag value isn't the only format we can use. It can also be JSON. It can also be YAML. It can also be XML. It can also be spreadsheets with that but the spdx. It's a language. It's just a language for expressing this and how you want to work with your tooling and the format you want to work with is pretty much up to, you know, the people doing the tooling. We are not overly prescriptive here. So the other case study, which is relevant is what was done in Yachto. And this is thanks to Josh. He gave me permission to use his slides now. I'm all for getting my permission for my slides. But if for the I'm assuming, does anyone in this room not know about Yachto? I didn't think so. I can go over that slide fast. But basically, Yachto is doing a whole bunch of different types of images. Okay. And be it containers, be it devs and so forth. And any of these can effectively go forward with it. And so the build flow is you've got your host tools, you create your tool chain, everything's shot and hashed.  And literally every step along there gets to have an S bomb. So you can get your S bomb for your sources, you can get S bomb for the recipe, the cross compiler, once the cross compiler is there, you have your build tool chain, all S bombed, which gee, that's useful for safety and supply chain tool attacks. From that, when that's gone, those that tool executing generate sources, you get that coming out as an S bomb, you get a source bomb for the recipes and the built images. And then you basically create your target image by pulling all that together, have S bomb for that. So all of those S bombs, you don't want to be putting in one big file, you want to have a broken up and you want to be having logical relationships between these things so you can reuse components over time. And that's our today. Now what we do for the final sort of like all index everything, we're having discussions about or at least I want to be having some discussions with Josh is here. Josh, I can't quite see this. Okay, Josh's guys hand up there. And so feel free to come up closer so you can answer some of the questions that people have to Josh, it's okay. But yeah, so that's what we've got going today. So if we're talking about the state of S bomb, in embedded, this is sort of I think where we are at state of the art for this. I think there's other projects that are working towards getting some of this stuff in place. I chatted with Richard Barry a couple months ago, and he said he would be doing it for free RTOS as well. So if we've got the Zephyr ecosystem, we've got the free RTOS ecosystem, we've got the Linux ecosystems, and we've got the octo build system, we've got a good swath of embedded. But my question now is what's missing? And where do we want to go? So let me just one thing that is we're trying to do is things like security, that's a missing area.  SPDX lets you link to CPE, to this, you know, common platform enumerations, you can have pearls in there. We'll probably look at vulnerability disclosures. So these things happen on their own time scales, how we get this all to fit together. These are all good questions. But with that, I think that's pretty much what I had to talk about. If people are curious, go for it, Tim, go for our questions. So hypothetically, if a company was using Debian, does Debian have some s bomb stuff going on or? So Debian actually, SPDX started from Debian, okay, way back when, the depth five format from Debian, the trouble is the lawyers wouldn't accept the depth five format because they couldn't have verification. And so the tag value that you see here is literally just depth five with hashes added and forcing full enumeration. Deocto is able to generate out to Debian. And so you can generate for Debian packages, you can be generating out these s bombs through the octo side today. It's an area for outreach with the Debian ecosystem, but if the sources are out there, I'd love to get it such that every time they build their distros, they're just building out the s bombs for every the pack for the built packages. But specifically Sebastian Crane from the SPX community is already doing an outreach to them and is becoming a Debian maintainer so that they will interact with him. So fingers crossed, you know, at some point in time, later in the year, next year, we might be able to have that just happening out of the Debian builds too, which would be a good story. There's a fair amount of discussion going on with Red Hat. They're also working and looking at various, you know, how do they start looking at things for their distros as well. So a lot of these companies are working with like the company side of it. I think there's the economic pressure that I was turning about earlier that will move things forward. It's the open source community side of it and making it as easy as possible, I think is a piece we have to work on in the sense of the outreach into these communities. I've been trying to outreach into the Debian community about SPDX for about, as long as SPDX has existed, but I never became a Debian developer so we need people who are Debian developers to help move it along in that community. Go for it. Oh, well, there's someone back there next. It's okay, you got the mic. Okay, so if a company has an internal fork of Zephyr and then you've modified some files, does that defeat the CVE matching or is the matching based on source? So right now in, if you've taken an internal fork and what you need to do is figure out whether one of your changed files is in the part that participates in vulnerability, so you still need to get down to the source level. How much of that can be automated and you've automated is a good question. Right now the vulnerability database just reports on like CPE, like the version number at the package level, which is not sufficient. The example that taught me that was Amnesia 33, where Zephyr had Fnet in the LTS as a component, so to speak. So if you look at just the component numbers, you think, oh, my LTS of Zephyr is in problems. Well, actually now the actual files and the functionality were never included in Zephyr and we had no way to signal that. And so being able to signal whether something is vulnerable or not is something that there's work going on. There's an initiative called VEX or Vulnerability Exploitability and so that we can automate the signaling of whether or not code is vulnerable. But you have to have that S-bomb first to do that. And from my perspective anyhow, we need to be able to track from the version that was built into an image and what actually got included through the configs in the image to the sources to know whether or not we're really vulnerable. If we can get that traceability back, which we've got in these cases, then we should be able to start to eventually automate. And we all know that open source is built on copying a file from one project to another project, right? So being able to track back, hey, is my file, you know, I'm using this file here at the source level. That's the granular you're going to need to get at least, you know, hey, I know it, I know this project over here has a vulnerability. I'm wondering if that file is participating and can I figure out if it's in mine? So there's some interesting initiatives like the Gitbomb initiative that might give us a way of fast matching all this stuff together. And I'm really excited about having those linkages happening between things. Okay, next question? So now we have the S-bomb, you know, ideally. Has there been any thought about what do we do with that for like device verification of, like we have, we get this device from our supplier, how do we ensure that, that software that they, on the S-bomb that they said they provided actually conforms on the device that we get? Well, hopefully they've been using an S-bomb that has hashes. You notice it was not part of the minimum elements. There was lots of long and hard debate on that. Some of us were very strongly that they needed to include hashes because we'd seen the problem. But there was a lot of push back so they didn't get included. But if you actually read through the document, let's see, they expect hashes. And hey, if you say give me a binary and you've given me an S-bomb, first check. Top little hashes match? They don't? Oh, why? And then get down to the levels. So by using hashes, we can do the trust but verify type of mode, which we I think we all need to be in. Go for it. Hey, I do supply chain security at Anaconda. So my last interactions with embed stuff was from a prior project. I don't actually know how common Anaconda code use is in embedded at the moment. But we generate S-bombs with all of our builds in the SPDX format. And we're trying to figure out how to connect up like vulnerability assessments that we do into that. And Vex is what we're currently thinking about, at least what I'm currently thinking about. Okay. But yeah, I'm curious. So what's going on there? So first thing, if you're already using SPDX, it's free to, if you're an LF member already, it's free to join the SPDX project and let's use your logo. So I'll put that plug into everyone. But in terms, yeah, well, in terms of how we all hook this together, the keynote yesterday by Jennings and the New York Presbyterian, they've open sourced the code. Okay. And that's matching if they're consuming S-bombs from others, they're keeping an internal database and they're matching it to vulnerabilities. That I think is the first case. So if you've got the S-bomb from your product, getting it to people who are consuming it and letting them, you know, monitor it, I think the first case will be seeing active in the field. Beyond that, if you've got people including your products into others' places, providing the S-bomb to them proactively just so that they are official, might be a step too. Is that what you're looking for? Or did I miss the project? Sorry, did I miss the question? Yeah, I was also, so any kind of consolidation of like, here's what we're looking for in any series of industries, it would be really interesting. So there's actually working groups doing proof of concepts today in the medical devices, which James talked about. But there's also one going on in the automotive. There's one going on in the energy sector. So a lot of the things that have regulatory oversight are actually working active proof of concepts right now to prove to themselves that yes, they can do it. Yes, they can figure out how to operationalize this. And yes, they can figure out how to take the operational information and pull it into their policies. So there's work going on right now on how we share s bombs, you know, one organization shares it, they broadcast it to the one to one it, you know, how do you trust that it has been corrupted along the way situation normal problems, right? But then the other thing is policy engines get arrogant created at companies. You know, first question they have an s bomb or not is obviously a risk factor. But then once you start digging hasn't been verified, you know, have, you know, do we have active monitoring of the components that are key, things like that. I think we'll see more and more of that type of operationalization. Quite frankly, from my perspective, you know, if I've got a car with all the software in it, I kind of want to know someone's keeping an eye on that stuff. Next question. Not so much a question, but a comment. So I run a personal server in my home with a little Minecraft server that was running for my kids. And it got hit by log four shell. And it would have been nice to have s bombs because it took me a couple hours to figure out whether or not I was vulnerable. And if I'd had a manifest, it would have been like so much easier. Crap. Yeah. Are you looking at working with things like autocom, auto make, CMake and things like that? I would love to talk to anyone in that space who wants to work with us to do this automatically there. I don't work in that space, but it's a CMake. Basically, Steve behind you. Go ahead, Steve, and talk. He did the work in CMake, so you can talk about it directly. Yeah, I was just going to say for Zephyr, what we did there is because they use CMake as their build system, we're really just working and taking the metadata that you can get out of CMake through their file based APIs and then essentially kind of processing it and turning it into what comes out in the S-bomb as SPDX. So there there's some things like started a little bit higher level with CMake and then got more specific about how it's used by Zephyr, but there's some stuff there I'd be happy to chat about. So how, how hard is it? Is it just like adding one line to your CMake file or is it a lot more difficult than that? So it's you can very easily get CMake to give you the JSON, JSON files with all the metadata. Actually, you know, a lot of the code for getting it to work in Zephyr was to parse that data and then, you know, parse the JSON, figure out what to do with it and figure out how to match it up against the files that you're actually are actually being used in your build system. So it's not, I would love to see that become something that's actually in CMake so that it could be as simple as, you know, yeah, I think that's that would be a goal. Yeah. Okay. So open question then, where do we have gaps other than the tooling infrastructure for embedded that we need to work on fixing and are there any ones we think are the highest priority wants to focus on first? Any votes for the GCC compiler and the linker? Yeah. Well, the new tool chain is still used for building most of the embedded space. It's a debug information that these things are doing is byproducts that we basically pull into S-bombs. But what information out of the compiler? I mean, you've got the sources coming into the compiler. You've got the compiler version. Yeah. What other information besides that would you want? So what, what files made it into the final binary? Okay, so the actual, what sources went into this auto file? Yeah, what sources basically have been pre-processed, how they've been pre-processed? What are the dot a intermediates? So all that's in the Dwarf. So you can pull it out. Exactly. It's all in the debug information right now. And we need things that process that debug information and just, again, hopefully it's just a one line option when you're doing your build with that new tool chain to export that out as an S-bomb with the binary. Whenever you generate an elf, there should be just an S-bomb there. So the linker steps in the Dwarf and debug information has a lot of it. We just need people to do the sort of sort of processing that we've done with CMake there as well. It shouldn't be too hard. Please. Someone, please, just anyone who can put that in, let me know and I'll happily spread the word it's done and let people, you know, come and help us. Yeah. And like I say, anyone who, like I say, anyone who wants to work on that and they want to understand more about the S-b-x format, reach out to myself or Steve and we'll help you understand how to, is it okay for me to speak to you, Steve, on your behalf? He's nodding his head, okay. But, you know, but yeah, like, we'll help you make sure that the S-b-x coming out is correct. There's online validator tools for S-b-d-x. So if you think you've got it close, you can throw it through the online validator and check. And you can put it out as Jason or you can put it out as Tag or whatever, you know, one of the formats because the validator takes all of them in and then we'll potentially convert them into another format. So you can, you know, if you've got one tool doing something in one format and you need to have another tool that just accepts only Jason or something like that, you can convert it and pull it together to build these composable things together. Next? Yeah, go for it. So don't you need to also look at the command line that you use to execute the compiler? That can make a difference to the binary. And so one of the things, yeah, exactly, one of the working group that's happening in S-p-d-x right now is a build working group. And so Brandon Lum from Google sort of leading that off with a bunch of other people that are interested in tracking what's important in the builds. And if you'll see that we're trying to collaborate with the reproducible build people to make sure that we reference what they've worked, they've already done effectively and not, you know, we don't want to reinvent the wheel here. We just want to leverage effectively. But the command line is how the build was invoked is a large part of it, as is sometimes the environment it's running on. So another question I just heard about today. Gitbomb, do you know about Gitbomb? Yeah, that's another... So we've actually just... So the two three version of the S-p-d-x spec is about to be released candidate tagged. We've been putting the last set of pulls in. And one of the things that's in there is a link to the Gitoid. And so we worked with the Gitbomb community, such that if a Gitbomb has been created with the ashes for some component, we can actually do an external reference to link an artifact to it. So this way we can have that... But the thing that I'm excited about there is some of it will not have the file names and things like that. So but having the S-bomb data and having the links to the Gitoid, the Gitoid will let us do these fast searches we want to figure out if a file has moved from one product over to another eventually. And I think that will be very powerful once we actually build the ecosystem up around it. Sure. Any other questions? Any other last comments? Oops, one more last comment. Go for it. Yeah, a comment. So you mentioned about S-bombs should be an automatic part of every build, so you should just get them at the end. Yeah. The point that I haven't heard much is if you have that and say you have a bug in your firmware image and it wasn't there, not the firmware image, you could diff the S-bombs if you had them and figure out like, hey, the static library changed. Exactly. That would be hard to do otherwise. Exactly. That's why, like I say, that the Amnesia 33 case, the only way it could signal that it wasn't affected because we had to go to the source file was literally to put out a blog post. Okay. And we need to be able to do that programmatically to get to scale here, especially when we're trying to figure out I've got this really, you know, I've got a nice little constrained IOT device sitting there. It's going to be really, really, really expensive to update it, but there is a vulnerability in code that's sort of related to it. Am I affected or not? And being able to authoritatively say, hey, no, I've got to throw all these devices away or I've got to go through a very expensive update procedure versus no, I can authoritatively say, you're good. No changes needed. You can't be exploited, at least from that vulnerability. We'll see what emerges. They're always coming down the road. Okay. Well, with that then, thank you very much. Thank you for attending and great to see people in person again.


We had a tech crunch disrupt with OpenS app, and who are you? I'm Bastian, we're OpenS app based in Munich, Germany.  So you can make smartphone app for every platform using a spreadsheet, that's it? That's it, that's all you need. Just a spreadsheet, this is my colleague Stefan, by the way. So who are you? Yeah, I'm Stefan, the CEO. CEO. So the idea is it to make it easier to make apps or what? Absolutely. Everyone can do it. Everyone can do it. Everyone who knows how to do a spreadsheet. Yeah. But not only the data, also the calculation stuff. That means inside this app, you'll get all this calculations, lookups and so on, and you can share it immediately. So anything, what can you do with a spreadsheet? Like this limits, right? You can't just do anything, right? What can you do with a spreadsheet? A spreadsheet, actually it's the biggest database system. It's the biggest reporting system. It's the biggest BI system. You can do everything with it. Oh, you can do a lot. Planning, yeah, so. Yeah. So how do you show here? What do you look and show here? That's how it works. It means you can throw in an extra sheet and just spin an app in a few seconds. You just choose an Excel from your... Yeah, or from Dropbox, or from SharePoint, or from Google Sheets, we don't care. In the next step, we also support all online data sources. Like the format that whatever Google Drive has and all that stuff. Yeah. Yeah. And then, is this your platform? Right here with all this? No, no, no, that's PowerPoint I wanted just to show it to you, but I think it needs to download it again. I know, here it is. So, that's something very interesting here. So, this sheet, we can do this sheet, make a cool app out of it, or this one. There are many, many, many calculations behind it. We can do a rich user interface. Because normally, the rows and the columns of our spreadsheet are not working for user input and so on. We are the perfect app interface for spreadsheet data. Yeah? So, you automatically, or people have to choose a UI, good question, or something? If it's a list, it's all automatic. We scan the columns, get the information out of it, and build a nav that fits your data. Yeah? So, in the calculation, you simply have to show us the input and the output cells, and the system immediately presents your prototype. And this prototype, can you then now design for your needs? Is it with a week? Can you drag and drop what you want? And that's in the app? Absolutely. So, can you show how it looks a little bit? Is this how the app can be? All this room? No, no, no, no, no, no. Later we try to find the internet. But that's an app that's not working. So, is this real on the... It's real, yeah. Can you use it right now? Yeah, yeah. What's the network would be a little bit better? What's the price? It's for non-commercial use. It's completely free.  Yeah, sorry. It's a big app. Yeah, it's just a big app. There's too many tech people here. Yeah, right. All in one. Put the iPads with the iPhones and stuff. And then... Yeah, so, but perhaps we're lucky that we can do... But it still needs some time, because the internet is slow. But that's a way to interface for it, so... HTML5 web app stuff? HTML5, but native on iOS, Android and Windows 10 devices. That means it also... Native apps, that means it really works on a... So, is it fast in the small file size for the apps, or...? Let's have a look at the app here. So, let's do our financial report for our investors. So, that's a starboard. It's not a mobility app. That's the one app, right? Yeah, yeah, so we don't... Oh, we found an update, and we don't want to know it right now. These are KPI's, and that's a calculated sheet. That means you can change the values. We have some dashboarding stuff here. But the nice thing about it is that's behind it. That's an existing Excel spreadsheet. You have to do no changes here. So, this is something that every business that has quarterly reports should use? Absolutely, because it's calculated. It's not like a BI system that's database-oriented. It's just out of your spreadsheet. How many people use it so far, and how long have you been launched? We launched six weeks ago, but we've done some heavy testing with car manufacturers, with adjuvantes, companies, and so on. You see some more demos of the apps. That's a dashboard. But this dashboard changed things. The difference to a normal BI dashboard is you can change the rules. Now I'm changing the variables and what are the rules, and now the dashboard changes here. If you look behind the scenes here, that's just an existing extension that someone has done. So, these kind of apps are not created by developers. They are created by the guys who have already done the spreadsheets. But the most exciting thing is here. The operations can be integrated into an existing system. The work we want to do is to completely remove the export functionality. So, we want to remove exporting, get an open-ass app functionality. Open-ass app. We want to stop people from sending version 1, 2, 3 of the exachets, just send a dynamic app that's always up to date. Yeah, with user-write management and so on. So you can link inside the app. You do one app, and then you can link inside to show the results based on what you want to do. You don't need to have 1,000 different apps. Yeah, we're an information channel, but here someone has integrated the VF generation inside an existing system that has dynamics from Microsoft. If I press on the button, I don't get a next post, I get immediately an app on my mobile phone. Yeah, and if my server data changes, my app is going to change. That means I've mobilized immediately. Nice. All right. There it is. Open-ass app, and what are you doing? They can't just drop who you're looking for. Partners? Partners and customers just done a small round. Just done a round last week, so money is fine. Right now, we're 10 people. We just finished a product. Product is now fine. We're looking for the first big customers. We already signed four of them. So next thing is UX, UX, and getting some traction. Do you have competitors doing something similar? Not for the calculation stuff, not for the calculation stuff. For the BI stuff, the databases, there are many of them. But this instant app creation that we do, no one else does this. And how about the roadmap in the future? You don't have much more? Absolutely, absolutely. It's all the creation stuff we get on every data source. But the most exciting part is, if you do calculation stuff with input and output values, we can do rich calculations. We have already bought for that. So you can ask your bot about really rich calculations. Normally, bots are ordering pizza and looking for flies. No, you can ask them really questions with some very other things that it gives you. Enormous good results. So you can do, OK, Google, how much money would I make if I sold 1,000 pieces of this? We have a discount of 10%. And if it's a special price, then it will even send you for an SPDF.


second conference day, which will focus on transport, transition and technology. I'm Philip Rode from LSE Cities, and I'm going to co-chair the next 90 minutes with my colleague Eleni Ashibir from the WI Ross Center here in Addis Ababa. Now before handing over to Eleni to chair the first part of the session, I would like to put this into context and then also introduce the structure of how we're going to go about the next 90 minutes. As you have heard yesterday, this is the 17th Urban Age Conference, part of a series of events which we are running since 2005. Now this begs an obvious question about how our debates, our ideas and our critiques have evolved over that period, but I need to unfortunately share with you that this would be another conference in itself, so we won't discuss that. But I am able to tell you that most of our conversations at Urban Age Conferences have evolved in a steady and continuous way. Issues of social inclusion, design, planning, housing, informality and governance are good examples. But other conversations were really triggered by particular moments. A new recognition of crisis, but also opportunity, climate change, the world financial crisis, hurricane Sandy, gentrification, a green economy, were all items which hit this conference series very hard and allowed us to engage with new subjects. And then there's a third set of changing conversations and that's entirely different. These sets of concerns are about issues which even a few years ago we did not have a vocabulary for. These set of concerns were non-issues and in the programme's context they mostly related to radical technological change, often in the transport sector. Think of smart mobility, ride-hailing, sharing, digital taxis, urban mobility apps, mobility as a service, dockless bike hire, electric mobility, personal mobility devices, drones and of course AVs, autonomous vehicles. These are all words which never were uttered at urban age conferences before 2007. And very importantly for this conference, technological change has become a unifying issue for cities around the world and at different wealth levels. Anna Herrhausen yesterday suggested in her opening remark that there's of course a massive dichotomy between cities at different stages of development, cities at different sizes and in different socio-political make-ups. But she also stressed that this should not deter us from juxtaposing, contrasting and learning across those differences. What cities are currently experiencing in relation to transport and technology change is a perfect illustration of her point and related to those very similar challenges cities are facing. Recently, Adis Ababa banned the transit or the taxi app ride and it's a very similar conversation that's happening at a political level here as we have it in London about thinking about whether transport for London should allow Uber to operate in London. Now this session acknowledges the broader dynamics of cities around the world trying to accelerate a transition towards more equitable and greener transport. And at the same time it acknowledges that these efforts are increasingly confronted by disruptive digital technologies capable of both supporting but also compromising such strategic goals. We'll run this session slightly differently from what we have done yesterday. It's in three parts. The first part will look at transit futures and infrastructure. We will hear about guiding strategic visions and objectives for urban transport into leading African cities, Adis Ababa and Lagos. We'll then have a discussion right after this. The second part shifts the focus to digitally enabled popular transit or paratransit as some people would refer to it. Again, after presentations, we'll then have a discussion around the table. And then the final part discusses the urgent need for better connecting virtual mobility platforms with the political and spatial realities in cities. So for now, I hand over to Eleni to moderate the first part. Okay. Thank you, Philip. Good morning, everybody. The first one, as Philip said, will be transit features and infrastructure will be concentrating on Africa and the presenters will be Ladi Launcen and, oh, sorry. Okay. And I didn't have breakfast as well. I'll start again. So the first one will be transit features and infrastructure. So we will start with Ladi Launcen. I apologize if I mispronounce your name and our own Dr. Salamun Kidani will present the first one. So I will give the opportunity to Mr. Ladi.


Yeah, welcome back to the Sportsmax zone and we kick things off with a football and the ua for champions league to be specific Beautiful music in the background matchday one of the group stage ended a short while ago. Here are the full results Ganatas right Copenhagen ending to all Jude Bellingham getting a Stoppage time goal to lead at rail Madrid to a one-way victory over Union Berlin. That's the third time this season that Bellingham has scored the winner for rail Madrid in the last 10 minutes of a game twice in the Liga and now in the champions league Arsenal emphatic four-nil over PSV Barn Munich holding on for three over Manchester United a couple of goals from cat Samira for Manchester United and Of course getting his first a Champions League goal for barn Munich was Hurricane Benfica losing two nil to Salzburg massive result there for Salzburg Napoli to one over Braga real Sociedad holding last season's finalists inter to a 1-0 draw 1-0 as well between Sevilla and Lens Yeah, let's take a close look at selected matches now starting in group A at the Allianz Arena Where German champions barn Munich held off English side Manchester United we have highlights Per usual Manchester United in the arms familiar black and white Kicking from right to left in the first half against Bayern Munich in the white and red Sonny for Kane came to Sammy That's an awful mistake by the Manchester United goalkeeper and after a really good start for his team It's a crawl maybe a heavy blow for the away side Nine times over ten more than that. He would have collected this no problem Michelle a lovely turn Dallo going with him Missy Ali gliding along trying to cut inside search. Not really two nil That's all about Jamal Luciano here Absolutely brilliant run in the foresight to find his man with a well-weighted pass Having said that the finish is as clinical as you like from gonna be a Nana Not able to get anywhere near Back into Bruno first time to Kazimiro Rashford and Huylen on the turn has his first Manchester United goal Rasmus Huylen from Manchester United Who are back in this game? He's where it mattered here. It's not the most fierce strike you'll ever hit But it's enough the deflection Doing for hold on chest United. I hope it was something similar I'm sure Kinect did this corner kick with some appeals for handball against Ericsson in there that will Clearly be looked at clearly hits his left hand and It is a penalty to Bayern Munich and into the net from Harry Kane to brilliant penalty Rashford Garnaccio Bruno Fernandez to Rashford Martial very nicely done and scooted into the net by Kazimiro To never so well to keep the move going in a tight space Just on side there Martial and on the tech the poke of the leg does the damage to the custom era Might we yet Have a little shock in this match Big shock in fact And it's all over now and they've been the better side By some distance for most of this match fine School line there reflects that Bruno Fernandez is going for goal and he's put it in actually I wonder if Kazimiro didn't get a touch on that He did it's Kazimiro It's his second goal of the game. Yeah full of incident Oh Third successive defeat in all competitions for Manchester United and I guess if Eric Tenag wasn't on the pressure before he most certainly is now Let's welcome one of our international football Correspondents Simon Evans into the conversation Simon welcome back to the Sportsmax zone Usually I would start by asking for an overall assessment of the game today I want to get right to it and I want your early verdict on Andrea Nana in the Manchester United goal not just because of the mistake today, but how he has gone Generally since he has joined Eric Tenag side Yeah, it's not been good at all he's gonna be under pressure There's gonna be people questioning this signing now because it really hasn't Been the kind of solidity you would expect from a top-class goalkeeper Let's remember he had a great season within Timalana in the Champions League last year So this is a little bit surprising a player signed because he's very good with his feet We haven't seen a lot of that and what we've seen is his mistakes such as the one tonight Hope and was the mistake that we saw tonight Yeah, I think Mean you'd expect any any Goalkeeper from from a top-flight league to be saving that I mean it was it was it was a get-down get your body behind it Save and he didn't do it. I mean it was just just very poor, you know, he should be saving that Yeah, he definitely should be saving that and of course Manchester United going behind by a goal to nail with that mistake Simon at 4-3 the final score. Does that tell the true story of how this match played out? Not at all. No, it doesn't it flatters Manchester United greatly because that game could have easily ended up You know in a convincing win for by a Munich It was a convincing win for by a Munich really There's a couple of late goals come in a little bit of sloppiness and lack of concentration from buying at the end But they were by far the better team in this game By and well without their suspended manager Thomas Tuchel But of course Simon that was no problem because they had Harry Keane at the front ensuring that the team got across the line Yeah, he looks very much at home there. I mean, I think that's five goals in six games now and You know, it was a penalty, but he linked up so well You know what we were so used to seeing him do for Tottenham Hotspur where he drops into deep positions and links up With wide players he's doing exactly that and so you started to see him really getting the best out of the players around him like Rero's Leroy Sane and Jamal Moussali, you know really looking impressive by and look good for long stretches that game They looked a really good side They've got good fast technical modern footballers and they're going to be a force in this tournament this year Based on seeing him against Manchester United It can't escape us We have to talk about the fact that maybe Manchester United could have done better to pursue Harry Keane Reading articles about you know, once you have Harry Keane, you've bought at least 29 goals per season Do you feel as if Manchester United faltered in really going after Harry Keane? And he would have benefited them based on the fact that they've started the season really rotten Yeah, absolutely would have been a better move for them You know, I mean some fans will be turning around now and said should have used that money that they spent on on Arna They should have used it to get Harry Keane. You could look at other other transfer deals They've done over the past And say that you know, you could have saved some money there They would have had enough for Harry Keane The big problem was always though that Tottenham didn't want to sell Harry Keane to a Premier League rival But could United have put together the kind of offer that would have made that Irresistible for Daniel Levy the Tottenham chairman that didn't happen And he's gone to Bayern Munich is doing really well there and Manchester United look like they're in for another season Like the last three or four was seen from them Yeah, I was reading an article somewhere that said if Manchester United could have convinced Harry Keane that they would definitely sign him Come next season when he's a free agent then he would have held on But here we are now after a seven-year break Arsenal returned to the Champions League with a Big four-nil victory off of PSV at the Emirates Boccaia Sackle, Leandra Trussard, Gabrielle Jesus and Martin Odegaard Scoring for the Gunnett, Simon, Arsenal and their supporters must be pleased with their return to the Champions League Although be ecstatic. It was a really impressive performance I mean Arsenal they look so good when they get that time on the ball and they get into their rhythm and they get into their flow And the planes from wonderful football them on but the finishing for all of these goals That was the most straightforward one really from Sackle But pretty much all the other goals are just superb finishes and then you know they attack they counter attack But they're going numbers. They're so dangerous in the wide areas and the finishing Odegaard has been absolutely superb Tonight for Arsenal once again. He's looking so so good like the player that Real Madrid Thought they were signing when they bought him at 16 or 17 But also they're looking like a team that could not just back in the Champions League But back in the Champions League with the intention to go very very deep Yeah, and Simon you would know this coming into this matchup a lot of talk about Miquel Arteta Whether he knows what he's doing when it comes to the goalkeeper again today He had David Ryder ahead of Aaron Ramsey. It turned out to work in his favor But what are your thoughts on what Miquel Arteta has been saying and doing where the Arsenal goalkeeper is concerned? Yeah, it's a tricky one. Isn't it? To a goalkeeper recently a former Premier League goalkeeper who says you always want to know who's number one and who's number two But the number two always has to have that feeling that if he keeps working He'll get his chance and that seems to have been a little bit unbalanced there I mean with to change things so early and then talking about you know what I might change them during the game You know, we've got two excellent goalkeepers So it's it's it's a little bit of a strange situation But I feel like he's gone for David Ray because he wanted to have David Ray as his first choice I think and I think a A lot of this might just be not a smokescreen But but a distraction from the fact that he's basically left out Ramsdale and brought in his new signing Yeah, I'm salmon I'm not sure how skilled you are watching two games at a time because it was difficult monitoring both games today But some of the reviews suggest Gabrielle Jesus was man of the match for Arsenal It was such an outstanding team effort from them I'm not sure if you agree with that call as Jesus being a man of the match for Arsenal today Very good game. He had a very good game And he's really he's really working out for him at Arsenal, isn't it? And he's looking a much more better all-round player than he did at Manchester City I think the way they use use him at Arsenal gets the best out of him But it's hard to look past order guard for man of the match You know, I have two or three screens going on Champions League day and And and and you can certainly see the quality of that finish there from Gabrielle Jesus as well And he looks really happy at Arsenal. I'm glad he's worked out for him because he was a player who you was always seemed to be You know do well for city But never seemed to be established in the team and he's come down to Arsenal and apart from some injury problems a little bit last season He's looked really really good. Yeah, and Simon when you say quality We think about Jude Bellingham and he's outed again the young Englishman coming up troms as Real Madrid edged at Union Berlin one nil it's early days about his 110 US million dollar transfer fee from Dortmund is starting to look like a bargain He looks fantastic because you know, he nothing seems to face him is it young guy in going across to Germany didn't face him and Moving Okay, so we are losing Simon slowly, so I'm gonna let him go Earlier than usual and I will turn into Ricardo Chambers. So you'll get to step in for Simon Jude Bellingham has really stepped up for Real Madrid It's as if he got into the set of Ricardo and he belonged there all along He's taken the opportunity with both hands. How impressed were you with the youngster today? Well again, he's doing the business for Real Madrid. Isn't he played in an advanced number 10 role today? This is the third time this season as I pointed out at the top of the show that he has scored a winner for Real Madrid Within the last 10 minutes of the game So he is finding himself in the right place at the right time for this Real Madrid team If you look at a lot of the goals, they are not spectacular goals There are goals that you would expect any striker at any level to put away But the key thing for me is the fact that he is finding himself in the perfect positions To be able to have these opportunities And that I think says a lot about his quality We've had a number of discussions about the variety he offers Just how much quality he has not just as a finisher, but as a provider as well The way he handles the ball, he is just a quality all-round player, Lance and Mariah I'm not sure and and I've asked this question before Whether it's sustainable to have him in that advanced role for the duration of the season If he's going to be the man to lead Real Madrid to a title in that role But at this stage, he's doing a very good job at it Yeah, the fact is that you say he doesn't score many spectacular goals and that might be true No, I said The goals have not been spectacular And I'm speaking specifically to the goals he has scored this season and even more Specifically to the three he scored in the last ten minutes to win the games for Real Madrid Yeah The point I was going to make is that whether a goal is spectacular or not Efficiency is the key and that is what you need as an offensive player to be efficient, especially in the box You know when I think of someone like Thomas Muller who in his best days at Bayern Munich Didn't score many spectacular goals, but he he was efficient Yeah, yeah, Tori when he was scoring a lot of goals for Manchester City was efficient He was just efficient. So being spectacular sometimes is a sight is a side show Yeah, we just need the three points and today, you know, who was Elu when we saw him Today when we saw did you all watch a match? No, you said we needed the three points No, I said they needed the three points. Oh there. I'm sorry. I genuinely thought I heard we and it just I was just taking a back That would have been yesterday should have said we yesterday I think we should replay that tape because I'm pretty sure I heard we well I really wanted to say viewers of that when we were watching the match today Jose Lu had a lot of opportunities and didn't capitalize on them for Real Madrid But we saw the moment Jude Bellingham got that chance in injury time He was able to steal the points for our son and our son all supporters But on that note, we're gonna take a quick break and come back because we have a lot more to talk on the sports back So stay with


I'd like to introduce today's panel. Today we have Jeff Downs, our CEO. Hello everybody. Peter Matsumoto, our CTO. Kiran Jussi. Good afternoon. Our customer care manager. Kat Yusin, our sales manager. And Sarah Gonzalez, our marketing manager. Jeff, I want to start with you first. 2014 has been a big year. Can you provide us with a brief overview of what 2014 looks like? Brief?  You know, we've had growth after growth after growth. It's been extremely busy. We've added new employees, new customers. We've developed the staff that we've got. It's been a really exciting, crazy rocket ship of a ride and it's been a lot of fun. During the course of the year, we've moved offices, added new services, consulted with our customers and really, we've just been really hitting it hard. What about any of the other big events that have happened in 2014? Jeff, can you touch on some of those as well? Absolutely. So we've been able to launch some new services. I think of our cloud-based video conferencing service, CIVO, TCP, which is Teleconferencing Control Panel. This is a technology that allows people to launch and control their own teleconferences in a large environment. It's really exciting and that was based on some feedback that we received from our clients. We've won a ton of awards. We've continued to develop our webinar and webcast platform, constantly adding new features and functionality and it's just getting better and better every day. That's right. We're all very proud of those accolades. Now, has it all been smooth sailing, Jeff? Of course. In any fast-paced growth business, you're going to get a few bumps along the way. With us, I think the thing that hit us was as we continued to grow, there became a knowledge gap and we were just moving too quickly. The left hand sometimes didn't know what the right hand was doing and so we've now addressed that. We've implemented a new CRM that touches on every element of the business and it's going to pull in all the information and make it a lot easier for us to be able to understand exactly what's going on. I can think of one example recently where we wanted to improve the quality of our international toll-free numbers. We went out and we got a new toll-free service provider for the international countries and it's been great. It's given us fantastic quality of service and really opened up the world to us. We've doubled, almost tripled the number of countries that are now available to us, but in doing that, because we'd been growing so quickly and we hadn't had our CRM implemented yet, there was a handful of clients that we weren't able to notify in a timely fashion. It disrupted them. We learned from it. We'll do better and we're moving forward and moving onward. Great, so thank you, Jeff. A massive year all around, I know. Peter, your turn. Now, tell me from a technology perspective what's been happening in 2014. Well, plenty has happened this year. One of the big things that we've deployed this year was a new service called SIVO. It's our video conferencing service platform. It provides an easy-to-use, high-definition video conferencing service to desktops, to mobile devices, and traditional 323 and SIP devices. It's a highly scalable cloud offering. It's hosted here in Australia, and that's the big one. That's really a big one. So you mentioned Australian hosted. We've always been an Australian company, so what does that mean of place? Well, to be Australian, it's to be hosted here in Australia. It's all about security and performance. We place our service here in Sydney, Australia, to ensure that we have the closest proximity to our customers to ensure the best performance. We do that also to ensure that we comply with any kind of data sovereignty compliance requirements, and, yeah, all around. It's all about Australia. That's great. It seems like this year has been pretty big from a technology perspective as well. Thank you, Pete. So tell us, what's on the agenda for 2015? Well, there's plenty to talk about in 2015, but just to name a few, we'll be looking at producing larger teleconferences, so larger event conferences which involve investor relations. We look at also refreshing something called the account management portal. This is the AMP portal that allows our customers to access their own information. We'll be adding new features to that AMP portal, which has to do with the new reporting engine, new dashboards, control to live conferences, as well as recording and recast, as well as media hosting. One of the final things that we'll be doing is looking at refreshing, also not refreshing, but adding new functionalities to what Jeff referred to as our TCP, which is our teleconference and control panel. We'll be adding new features that will allow us to give our customers more access and more control over their events. So the account management portal, Pete, all of our customers have access to that now, is that correct? They do, in fact, yes. And in fact, that's why it's a refresh. We're really adding new functionality and trying to improve and give greater control to our customers, to their information, their call details, and just be able to order new services through that portal. Great. Thank you very much for that, Peter. Now, Kurt, from my perspective as a member of the sales team, it's been a really great year in 2014. Can I hear it from your perspective as the sales manager? Yeah, sure. Look, 2014, we've had a cracking year in the sales team. It's seen us almost double in size. And moving into the new office in July this year, we've already filled up the space. I'd have to give a lot of credit to our veterans in the sales team, as well as those that have joined us this year. Everybody's been contributing massively. I think we've been having a really great time with client acquisition, as well as with our existing customers. And with great technology coming from the tech team and lots of leads coming from the marketing team, makes for a very happy sales team. So tell me a little bit. We've talked about all of the new services that we've introduced this year. How have we introduced them within the sales team? Yeah, sure. With respect, let's talk specifically about the video conferencing service, which has been just wonderful, really, thanks to Peter and his team. It's great to be able to introduce services that are very complimentary and fit very nicely within the existing business that we have. So for those of you who haven't seen the video conferencing, what's really great about it is it's the same login credentials that we already have out there with our teleconferencing service. It's also allowed us to be more of a comprehensive service provider where we're able to consolidate telephone conferencing, web conferencing, and video conferencing with one provider and with one code. So yeah, the launch and the sales team, although it hasn't all been completely smooth sailing and sometimes there's a steep learning curve that happens in front of the customer, which we try to avoid, overall it's been really positive, really, really well received. Kieran, welcome. Thank you. Welcome to the team and to Redback. Thank you. We've had lots of changes this year which have affected your team in a good way. So tell us a little bit about what you've implemented and how you've done it. Sure. Yeah, it's been an interesting seven months, seven months now since I've been in the organization. I think to say I'm settled is probably a bit from the truth. It's been a rollercoaster of a journey and it's been some great learnings along the way, not only am I learning a new industry, I'm getting to know a new team, but I've been very fortunate in the six months whilst I find my feet. I've also spent quite a bit of time with our customers as well as really understanding what is it that customers buy from Redback and what is it that they want? What is it that they expect or what is it that they perceive as value? So whilst we've been understanding that from a customer perspective, we've also looked at a lot of our internal team, internal processes and we've made a number of changes. So some great things we've done this year. We've refreshed or bought in four or five new people into the support team this year, all very experienced, all very customer focused and they bring a real wealth of knowledge with them. We've also developed three of our long-term or long-standing employees into team leader roles and we've empowered them more and given them more accountability to really own not just the customer experience but the development of their teams as well. So certainly a big focus that I hope to bring to the team into Redback is a customer focus, is really, really striving everything that we do to wow our customers and working with a fantastic team like we have here at Redback, I think 2015 is going to be a great year. So what do you think some of those changes will look like to the Redback customer? Sure, so I think for the customer it will be quicker response times, it will be streamlined services, it will really design to make doing business with Redback a lot easier and we want to make sure we're investing time and effort and energy and money in the right areas as well and we've made some great progress in the CRM that Jeff spoke to earlier about really connecting our internal systems to make sure that we're all singing of the same hymn sheet, we've all got that rounded view of our engagements and touch points with our customers. We're looking at all of our internal processes, again there was an earlier mention on the account management portal refresh and again that's really designed to empower our customers to give them the power and control to access information when it's convenient from them in a real simple manner so we'll continue that focus and I think it's really key that everything we do we keep customers' front of mind. Absolutely, now Sarah last but not least marketing the fun part. Now here and talked a little bit about feedback and collection of that so that will play very much into your area there, can you tell us a little bit about that? Yeah and it has and I do say the fun part because our team has so much fun throughout the year with our community and we're so lucky that we have this relationship with everyone whether they're a customer or someone who's just part of our community where they do give us so much feedback so this year we worked with a lot of our customers to create content and educational pieces that we can hopefully distribute and then have everyone else learn from so that contributed to the launch of webinars.com.au which is a hub an educational hub that has a lot of content on there and allows people to be educated and inspired about online collaboration tools which I think too many of us can still be a little bit confusing but I think the important thing is you know working with our community working with our strategic partners and running our own events it made us see so many trends and so many different ways in terms of how everything's changing so this year three main things stood out for us. The first one is the increase in on-demand content and the fact that people are becoming more and more time poor but as a company we need to recognize that there is a shift so you know people out there you may notice that your attendance rates are dropping on webinars and webcasts and we've seen a drop from say 60 to 70 percent people attending a webcast down to 40 percent for example so you know how do we adapt and how do we change and how do we respond to that and how do we as a company help you guys do better with that so that's been one big thing and the next thing is accessibility we've seen such an increase with a lot of our customers using smart devices all around Australia so another thing for us is how can we also respond to that and educate people so it's been a fun year it's also been like I said really a big thanks to everyone within our community allowing us to provide this and stick to our purpose within our marketing team which is to inform educate and inspire. So tell us what's happening in 2015 from marketing. Oh crystal ball time yeah I think like I said and everyone here has spoken about you know new products and services and with that it's great to be able to have all these products but it's also a big challenge for us because we need to then differentiate all these products to everyone out there and realize that not one product is going to be the same thing for someone in a marketing position or a customer service position or a professional development position so I think it's exciting we mentioned on-demand content so the you know working a lot with Peter which you're going to love I bet to develop video hosting platforms so people can host their collaboration and webinars and stuff like that all online and then capture data and then report more effectively through their account management portal so I see us working a lot closer departmentally with everyone within here I also see a lot more work with customers once again getting their feedback and then being able to communicate that and accessibility and you know Kurt's spoken to the fact that everything's becoming faster and easier so you know we have as a team spoken about other things such as an app for example Jeff and some other little tools that we can start creating next year to try and make everything easier for our customers and also people not just our customers but people joining those events as well so yeah I think it's going to be very exciting that's really great and so I didn't ask you so as a member of the sales team I'm very interested to hear what's what's happening for 2015 how are we going to put into place some of these marketing strategies yeah I think look for us it's it's more of the same really beating down the rollout of Sevo we have a couple of dozen customers now what I didn't mention earlier was we we broke through the thousand client milestone in 2014 which was wonderful if we can add a few hundred more clients throughout 2015 I think we could be happy building out the Melbourne office is going to be a a big initiative for us as a sales team possibly stealing some more floor space from support in the current office would be another important thing to achieve in 2015 and really raising the bar as as consultants as experts as people that can provide insight to our customers around how they can improve their business practice through conferencing services through webinars webcasts through on-demand content great thank you for that now we've got some questions coming through from our interactive community which we will get to but firstly Jeff I believe you and the leadership team have put together or redefined the strategic vision for 2015 which ladies and gentlemen you can find in the resource folder at the bottom right hand corner of your screen if you're interested we could also I'd love you to talk a little bit about that Jeff in what we're doing next year certainly okay first thing I need to say about strategy is I'm one of those people that believes that culture trumps strategy every day of the week I think strategy is critically important but culture is the most important thing in this type of organization that we run where it's a service oriented organization the important thing about strategy and the thing that this group here has spent the last few days working on of course is articulating the vision articulating the purpose why we're here solidifying the foundation for what we're doing and what we're building upon and ensuring that all of the staff buy in and are singing on off the same song sheet so really what we're all about our vision is to improve the way organizations in Australia and in New Zealand how they meet and collaborate at a distance and how we're going to do that is by delivering simplicity and peace of mind to our end users all of that is built on our corporate values we then identify what our key factors of success are identify the processes in which to deliver that consult closely with the clients along the way and then we go out and we deliver that we're going to be spending a few days early in the new year the entire company up in the Hunter Valley where the leadership team will sit down with the staff and share that vision with them and make sure that everybody's buying in on it I think for the coming year you know if this last year was a story of growth 2015 is going to be building upon that and it'll be a story of growth and of development taking what we have and developing it perfecting it making it better we moved into a phenomenal facility just at the beginning of the year and it's really changed the way our business operates and it's really contributed to the culture we've built out three different broadcast studios in the office that we're making use of on a daily basis we've got a different customer every single day of the week at least one coming in here we can build and develop upon that by replicating that in Melbourne that'll be coming during the course of 2015 and of course the development just in our personnel and ensuring that each and every one of them is operating at peak efficiency great that sounds really really clear that one up so we've got some questions from our online audience now so Kathy from Christchurch she says that you mentioned New Zealand in here can you elaborate on the services that are offered in New Zealand absolutely Kathy how are you and thanks for giving us a call New Zealand's very very important to read back I mean we are a Australian organization that is dedicated to delivering services here in Australia and in New Zealand and all of the services that we offer here in Australia are also available in New Zealand we build a New Zealand currency we don't have any dedicated feet on the street in New Zealand yet we're always looking for good people though so if there's anyone that you know that's out there give Kurt a call give Kieran a call we're always looking for good people however in New Zealand if if you're in New Zealand you can use any of our services and we're there to support you we have people going across I would think almost on a monthly or bimonthly basis we've got people in New Zealand helping to deliver a managed event of some sort day-to-day conferencing there's not a day that goes by that someone in New Zealand isn't using a redback teleconference web conference or video conference great thank you now Susan from Melbourne has said great webcast so thank you very much Susan you mentioned a Melbourne office will the Melbourne office have studio facilities Susan hi good question absolutely what we are going to do is first we're looking for personnel that we can hire in Melbourne most likely we'll start off small we'll put them in a shared office space we'll start to develop that we'll get sales people we'll get support people we'll get AV people in there we will replicate the the office space that we have here in Sydney in Melbourne we believe that it's really important that we give the people in Melbourne the opportunity to come into the CBD and do a webinar do a webcast and have the same sort of facility so we will absolutely be doing that Kieran there's a question here from Vicki from Sydney she says that she potentially has an event that comes from a regional area do we webcast from regional areas absolutely so Vicki thank you very much for your question and Vicki absolutely we cover pretty much every corner of Australia and New Zealand as Jeff's talked to for managed services or managed events so absolutely we often have our webcast team or our managed events team really in the office for more than two consecutive days so they're the they're the guys that get to fly around and move around the country and yeah great for them to see Australia and deliver some great services for our customers so absolutely and wherever you're based here in Australia we can absolutely support you without any any shadow of a doubt thank you for that and another one I think is directed to be from you there's Nicola from Sydney and she's saying she's an existing client of ours or existing customer she's had changes to her event manager this year for her managed services will this continue so Nikki was it Nikki again and thank you very much for your question Nikki and Nikki we we that's not our first preference I think one of the the great values or the great value that we drive for our customers here at Redback is the ability to work with somebody that you get to know in an ongoing manner and ongoing fashion for all of your managed events and there does come there does come the time and fortunately not too often where we do have to balance the growth of the business and also understand that we've got the right structure and the right customer base with our employees to make sure that we continue to deliver service to the highest standards possible so as often as I would as as rare as we would like that to happen we don't do that light heartedly and we do try and minimize the disruption that that does cause as we continue into 2015 we would like to think as a team we're going to have much more insight into our customer requirements we talked earlier a lot around understanding what it is that our customers want and that customer satisfaction process is certainly something that I'll be focused on in 2015 so it's about getting the insight from our customers early and making sure we've got a plan to service those customer needs and requirements which will result in us not moving event managers as I say something we do rarely but at times it does become apparent and it's it's it's something that we must do thank you thank you Sarah there's one here from Philip yes and Philip is asking how he joins the online community that you mentioned earlier Philip I like Philip well pretty simple all you need to do is go to our website and click on join our community and just on that one of our other things that we're going to be doing in 2015 and you've probably heard the guys talk about it is you know integrating all of our systems and our platforms internally so people out there who are on our community you're going to see much more tailored and segmented marketing coming your way and for someone like Philip going to join our community just making sure that you're selecting your preferences and you're updating your preferences so we're not annoying you but also so we can give you the right information that you need and also yeah Philip I really really encourage you to provide two-way feedback as well we said earlier that it is a nice relationship we have with our community so we look forward to seeing you on there thank you I've got one more from Naomi here and Naomi is asking can we join redback products from mobile devices who would like to answer that one yes yes absolutely you know we support mobile devices from android to apple so really yes the answer is yes and that's across the board Pete all the products yes indeed it is yes absolutely well that's that's all the questions so thank you to the online community for that now we're going to have a look at 2015 and I'm going to ask each of the guests here to give me and they've got one minute tell me about 2015 in their own words so I'm going to start with Jeff Jeff one minute and I am timing you that's going to be hard then okay 2015 and I said before it's growth and development expansion moving into Melbourne my goal is to have a wonderful facility in Melbourne this time 2015 under a minute first time ever yeah I'll take the extra minute but you know absolutely 2015 is all about growth it's about well from our technology perspective we want to make the best highly available service out there so that you guys never have any downtime and we can scale up to whatever you guys need I think 2015 for me is really getting us all on the same page and aligning as a team so we can then provide the best customer experience the best products and the best service along with that as well so and yeah also about keeping up the education I think and being able to provide you guys with not just products and services but new ideas and innovative ways on how to use them which is good Kurt 2015 for us is probably adding another five or six staff to the sales team so we'll be over 20 at that point in time upskilling the sales team I think to be able to bring value and expertise to that buying process being able to provide unique market insight to our customers and differentiate our service offering to what else is in the market currently so yeah exciting 2015 I think is what's here for the sales team and last but not least Kieran I suppose I should do something we're selling more we're marketing more and we're developing new services so we've got some very targeted very simple focuses for the year ahead the year ahead for us really is understanding the customer requirement and I know that sounds a bit cliche and a bit obvious and but really understanding what is it that our customers buy from Redback and the service is one thing but you know what is it that makes us different and I really want to hone in on that and part the second part of that is the second part of that customer component is having a team that thinks behaves and understands the importance of customer centricity and the customer focus and that's going to kick off a number of initiatives so one will be supporting the growth in Melbourne and making sure we've got the right capability and the right team in Melbourne to deliver on-site managed events for our customers in Victoria and we talked earlier about that customer satisfaction process and really bedding down a closed-loop customer satisfaction process it's great to ask customers what they think and what they want and what they expect and we need to go back and we need to come back to you customers with tangible actions on what we're doing as an organization to address some of those concerns so yeah next year now it really is about yeah just bonding continue my learning and understanding the industry and what we do and yeah really focus on that customer experience really blows them out the water fantastic well guys as they say that's a wrap so wishing you all a very very merry Christmas and a happy new year and we'll see you in 2015 thank you very much bye now thank you bye bye