Good afternoon. Hello. Wow. Everybody's got their own conversation going on. Cool. I guess you're not really wanting to pay attention to what the badge means or any of the good, wonderful puzzles and other fun hijinks that Vost has put into it, but if you do, here's Vost. How's everybody doing today? Thanks, I love you too. I would ask a little patience. For those of you who may have heard rumors in the wind, we have hiccups regarding the badges every year, and this particular hiccup has made me go the past three days with roughly two to three hours of sleep total, so bear with me. I also am going to do a kind of new thing during this 101 talk. It's going to be kind of an experiment, and it's either going to go totally off the rails or it's going to be fine, but that will be based on you guys and me, so we're going to try and go through this together. I do this 101 talk every year.  I'm just a weirdo with a soldering iron, and like math a lot. But how many of you, this is your first DEF CON, but show of hands?  Yeah, welcome. Welcome. So I really hate giving talks like this because I really prefer having discussions, and on that note there is a room on the conference floor that's the 1057 room, and I request that couches are put in there every year, because I encourage people to come in and just sit down and hang out and talk with people. Because if people at this CON, whether they are the person who invented a programming language or wrote some major app, if they're so pretentious that they're not approachable, I don't want them here.  Of you guys that are here for the first time, how many of you are from out of the United States? Wow. Thank you. Thank you for traveling so far. Come here. Okay. A couple things we're going to do here. So for those of you who don't know, my name is Lost. They call me 1057 Lost Boy. A couple other things. All the crazy crypto, puzzle-y stuff that you see, stuff on the lanyards, stuff in the program, that's all me. So that's basically a representation of all of my free time from the last year. And I'm often asked, you know, how do I structure these things? How does that come up with? So I believe I do have ADDOCD, where I'm constantly changing what I'm completely obsessed about. And I have these little quirky things I do every year. Like one thing that I would recommend you guys do is I pick two publications of any kind that are completely out of my wheelhouse every year, and I read them during that year. And over time, the knowledge base that I have tends to grow. And the reason I do that is I have a couple of pet peeves. And in full disclosure, I use the 101 Talk to try and dispel or stop some of the pet peeves that I have in the community. And I try and do that by raising us all together. So here's a couple of pet peeves that I have. For those of you who've heard this before, I apologize. But there's a lot of new people here. I mean, who here has been to a talk of mine before? So not very many, okay? Sorry about how health or skeleton is. Like I said, I'm running on very little sleep right now. In fact, I promise the opening ceremonies tomorrow will be much more structured. We're supposed to be having fun in here. This is 101. And originally, it wasn't even an official track part of DEF CON. It was just us hanging out in the highways and some other people put with this track together. But anyway, one of my pet peeves is this idea that as hackers, you have to be creative. And in order to be creative, you have to think outside the box. And how many have heard the term think outside the box? Raise your hand. How many of you know what the origin of that term is? Where does that come from?  And you carry those with you. And if some high and mighty guy came down from off the mountain top and said, thou shalt not impose this particular heuristic, then all of a sudden, magically, you're going to be creative and go, aha, Eureka, and you're going to solve the next major problem.  The original origin of that term is from the nine dot problem, which is a puzzle where you draw nine dots in a box, three, three, and three. And they say, connect all the dots without lifting the pen. How many lines can you do it in? And of course, or, and sometimes you'll have the constraint, you can't cross the lines as long as you can. This depends on the variant. And of course, invariably, people have imposed this mental box because it's in a square. And so it's really, really difficult.  Well, it's been studied and it's been shown that even if you take a group of people and you tell them from the start, you have to draw outside of this imposed square that the same percentages of people solve the problem or can't solve the problem. And that the way you get people to have those epiphanal, aha, creative moments is through deep study in a particular subject area. Now, as we go further and further with technology, Google search engine, instant gratification, phone in your pocket, I don't have to go through any of the mental labor to get any of the answers of questions that I have anymore. We do certain things faster but we've lost a sense of wisdom in our knowledge. And by doing so we're starting to short change ourselves. And we're going to start to lose the epiphanal genius moments that come from that deep study of a subject area. So when I do my cryptographic puzzle challenges, I structure them to do three things. I want you guys to talk to each other. I intentionally put things on the lanyards every year so that you have to find other people and you have to interact with them. Not only that, but there's stuff even on the back here. You have to take it off.  It forces at least a time for you to interact with one of those other people. And for a crowd that is predominantly introverts, you know, I'm trying to force you to talk to each other. You know, the whole joke about you can tell who the extrovert at like the DEF CON conferences, he's a guy looking at someone else's shoes. But anyway, so that's my soapbox for that. During the one-on-one talks, I have a tradition also of saying I'm not going to explain, obviously in a 40-minute talk or 50 minutes, I don't even know how long I'm supposed to be up here. But in a talk, I'm not going to be able to teach you or, thank you, or give you deep knowledge in a subject. What I'm hoping to give you are hooks. I'm hoping to give you hooks that give you the right points to start to go down. And by the way, I mean dope moat. I do not mean to show disrespect to anybody. I know a lot of you have deep knowledge in a lot of these subject areas, but I kind of shotgun it to try and give people a foundational knowledge of these are the things that I think if you kind of generally know about, you can have a well-informed conversation with someone at a place like DEF CON. Cool? Understand where I'm coming from? Yes, no? You awake? Yeah. I'm tired too. Well, what do you think of the badge this year, by the way? So because this is one-on-one, and don't tell DT, I'm going to tell you this. I don't know if he'll say it in all these ceremonies. I don't know if it's a secret or not. I'm going to tell you guys because you're at one-on-one, which means you're at a hard core. There were, let's just say, I can't tell you the quantity, but there were thousands of badges that were ordered. How many of you have ever done my production of electronics of any kind? Okay. How many of you understand how long it takes to not only do pick and place, but how long it takes to program firmware onto something? Every single one of the badges that you have around your neck right now were programmed within the space of the last three days. And that's why I say none of this would happen without the community because that wasn't me, that wasn't lost jackass with a programmer. That was hundreds and hundreds of volunteers who weren't paid, who are people that come to the con that are here early, that we run up and down the halls going, we have an emergency, guess what, badges showed up and they weren't programmed before they got to us. And so we set up a chop shop and went to town. And there are people, there are people in this room right now who have been awake literally for four days. Some of them are in the front row right here. Okay. Pet peeve number two. I get really frustrated with people, first of all, if you don't understand or know something, admit it. I don't know lots of stuff. When I talk to people at DEF CON, there's really, really smart people around here, you guys. And when I have conversations with you after I give conversations like this, people come up and they want to talk about stuff and they'll say something like, oh, I don't know what that is. Tell me. Explain that to me. My grandfather used to talk about Colombo. The younger people in the audience are like, who the hell is that? Google him. So Colombo is a fictional character who was like the ultimate social engineer. He used to get everyone he met to teach him something, even if he knew it already because it disarmed them. So social engineering tip 101 right there.  I was like, these guys are way smart. They're going to say stuff I don't understand.  They're going to kick me out. I didn't know what was going to go on. And if you can just be confident enough to talk with people and be like, hey, I don't know what that is.  For example, how many of you are aware with the discussions that are going on with cryptography and backdooring? Yes, no, the politics involved with what's going on. That's going to fundamentally change communication. And with people like us, the folks at the DEF CON conference, we need to talk about stuff like that because otherwise stuff's going to go and the genie won't be able to be put back in the bottle after certain events. So I'm not going to push my politics on you, but let's just say we need to share the knowledge and information so that we can all elevate and it's not select. Okay. I get really tired when I talk to people and they make the statement, I know that a computer uses binary. I know that a computer speaks binary. Oh, that just is like, it's like a cheese grater on my thigh. I don't know how to describe it. Sorry. So, and I often will ask people, do you know what that really means and do you understand that? Now, I know there's a lot of people in this audience that are like, all I do is code.   How can you think like that? Remember the discussion we just had about creative epiphanal moments? A lot of times those epiphanal moments become from tangential information that may be related to the subject but not directly involved because if it was directly involved, some jackass would already thought of it. How many of you know about the original Bell Labs or heard of it?  The reason the original Bell Labs, by the way, you have C because the original Bell Labs. You have a lot of things that you use in your daily life because of the original Bell Labs. What it was is a collection of experts in different areas but they weren't stove piped. It wasn't like, here's the math department, here's the physics department, here are the electronics guys. They were like, the chemist was next door to the computer guy who was next door to the mathematician, next door to the linguist and they all had access to each other and that's what caused the synthesis of all of this great creativity and we started losing that because everybody wants to keep everything secret, they don't want to share and so we lose those epiphany interconnections. So back to the, I know how a processor works. If you come to me and say, Ryan, you wasted my time at DEF CON because I don't care how a processor works, I just want to code. I would say to you, you do not have the mindset of a hacker and I don't want to talk to you. So, I mean, like go back to that comment I said about subscribing to magazines. I subscribe to like a sewing magazine for a year, you know, just, and I actually learned really cool stuff. So, here's one of the experiments we're going to do today and you guys are all coming along with me on this ride because this one is going to be fun. So can I have a couple of you or however you want, I know you all have cell phones in your pockets that have timers on them. Like a stopwatch. Because I'm not going to lie, I did not practice this part because I was like let's, balls to the wall, let's go, let's see if we can do this. Pause your phone. So in a second, we're going to synchronize and we're going to start and I'm going to try in ten minutes to talk through going from the three basic fundamental logic gates to a functioning processor. In ten minutes. How many of you have had digital logic classes and things like that? How many of you could sit down and actually describe that process to somebody? How many of you kind of do that? Okay. How many of you are students right now? Everybody should raise their hand by the way, it's a trick question. Okay. So, are you ready? Because I need to drink some water and we're going to go. And the reason I'm only doing it in ten minutes in that way is if you guys, if this is a total failure we only wasted ten minutes and you can kind of you can kind of forgive me for that. So, what this is not, this is not me teaching you all this information. This is me running through the forest wildly like my hair is on fire screaming out the things that you should Google or look up that you would then be able to have the knowledge of what these things are. And if one or two things sounds interesting to you, hook on to that and go down that path. So, again, 101 talks, nobody's going to be able to give you a deep dive in a 40 minute talk. Are you ready? Okay. So at like three minutes or somebody, somebody be like, three. Don't do like, I guess you do it every minute like one, two, because I kind of got a feel for how we have to do this. And I have to talk really fast. So, here we go. How to build a processor in ten minutes. No pressure lost. No pressure is total failure. Alright. Ready, set, start your things. Okay. So, we got this guy. His name is George Boule. He's cool. He comes up with this type of logic where he talks about these three fundamental logic gates and or and not. How many of you heard of that? Raise your hand. Yes. We all heard of it. Okay. So, if I take a piece of wire, okay, and I cut it here and here, I have just created a logic gate. It's called and. Why? Because if I connect the wire here but not here, the electricity doesn't flow. If I connect it here and not here, electricity doesn't flow. If I have two cuts and I put them both down this and this, electricity flows through it. So, I can make an AND gate with a wire. So, we have the first fundamental logic gate. Or, I can take the same wire and I can run it in parallel. And I can cut one or cut the other and if I connect one of them, electricity is still going to flow. So, if the top one or the bottom one go, we'll have electricity. Or, not. Not. Okay, can't laugh. You're going to take my time. Not is going to basically invert the signal. We won't talk about how we do that. Let's just say that you can do it in electronics and if you're interested in that, think about that. How does that happen? Google it. The first fundamental piece I'm going to build. So, we have AND or and we have not. And I claim that if you connect them in this particular configuration, I will have this thing that I'm going to call an adder. But this is a half adder because there is not a thing which people call a carry-in. This takes two bits of information. One and two.  If that doesn't make sense to you, Google it. Look up half adder. It's on Wikipedia. The important point to take away is two bits of information in. One bit of information out and a carry bit out. So, two in two out. Boom. So, we got a count. How do I make it countered? It's your question.  So, we're going to take we're going to take that half adder and I'm going to shove it inside a box. And this is called abstraction. We do this a lot. We do it in everything we do. Everyone does OOP programming and all these other things. I need to take circuit, shove it into a box and throw complexity. So, everybody's comfortable with the fact that box represents the two things coming in, one thing coming out with the carry. Yes, go. Incrementally better. I'm going to stack these things. I'm going to take one, I'm going to put it on top of the other. Now I claim I can have two bits of information coming in and two bits of information coming out with a carry. Everybody cool? If you don't understand that, look up half adder and stacking. So, that brings us to an important point. I said two bits in, two bits out. So, we have to use this thing we call hex to represent the numbers. If you're not familiar with why we use hex, I would challenge you to take a bunch of switches from Home Depot, home with you tonight, and take the first switch and sit and look at it and say, how many things can I represent with a single switch? On and off. Two. Binary. That's why a computer uses binary. But, I just said we use hex. Not binary. Why is that? Because on standard systems when we first started, it didn't make sense. You can't do a whole lot with a single bit. So, we added a bunch of bits to the basic standard of bits. So, if I take one switch, I get two things. If I take two switches, I get how many things? Four. If I take three switches, I get how many? And if I take four switches? Sixteen. Sixteen. So, we need at least four to represent decimal, which is our natural tenancy to count because we've got ten of these things. Right? So, we have to go up to four bits. But, if we only go to ten that we use four bits, we wasted some because you just told me we could go up to sixteen. We don't want to waste those. We want to be efficient. So, we use a different representation or number base also called a radix. Look it up. And that number base is base sixteen also called hex. By the way, on a side note, there is a number number base or radix called heximal, which is base six, which is what I believe a pirate would count in because he has five fingers and a hook. So, a bit negative. Okay. You just told me the computer only has one to zero inside. How do I deal with negative numbers? Shit. I don't know how to have a minus sign.  Let's go for four minutes. Let's go. So, I need to have a clever, tricky way of reassigning what numbers mean in binary so that I can have negative. There's this cool thing called one's compliment. Well, that kind of sucked because things didn't line up right. Look up one's compliment. Then, look up two's compliment because we said I can take one's compliment and I can fix it so that we can do this cool thing by having negative numbers that cancel each other out when we add them together. And that's where two's compliment comes from. And I claim that this will give you two's compliment representation of a number. Look it up. There's these things called sob and puss. Everybody hates in class so we're going to skip it.  I claimed it's a half fatter because we didn't have a carry in so we want to fix that. I would claim that the logic of the carry is A and B and it together. If A and B are both one, then I'm going to get a carry. Full latter is what I get from that. We're going to shove that into a box because we're going to abstract and go further in. Fully stacked. Now I'm going to take my full adders. I'm going to stack them together. This is a representation of a two bit. I would leave it as an exercise to the reader to extend it to four bits so we can get our four bit microprocessor. Guess what? It looks exactly the same. Just keep stacking. So full. If you have four full adders in a box and put them together you get what is known as a four bit adder. You have a carry in. You have a four bit number on the bottom and out the other end comes the answer plus a carry. Let's go. What I steer you wrong? Okay. We can now represent numbers kind of inside. But I got to steer stuff around inside the processor. So how am I going to do that? I have to have a way of steering stuff around. We have these things we call MUX. Many come in. One comes out. I have a way to choose it. So this is kind of like a traffic cop inside. I also have to have the opposite. I have to have one come in and I can drive them to other places. With these two things I want it to go inside the processor. Cool? If you don't understand it, google it. Stack the deck. If I take two MUX's and put them together I am building six minutes. Okay, we are going to go. Stack the decks. Two MUX's put together. Out the other end I control where data goes. You all get the point. We're controlling a flow of information inside the processor. By the way, why does this matter? Because we're eventually going to get to registers and those matter when you start doing code and you start programming in assembly. What you're going to do is get the logic. So logic. Inside the processor. In order to not just be a calculator, we have to have logic. We have to be able to do logical functions on the data we put in it or we have to be able to do arithmetic. We have this thing we call an ALU. That's from the TV show V. ALU looks like a V if you look at it. Those of you who get the joke, if not, google it. You take all of this stuff.  The ones that complement the twos complement. You put it in and we are going to create this thing called an egg not circuit. An egg not circuit says I have data coming in and coming out. With those two control lines down there, I can either choose to negate it or get the nod of it. So I have the ability to do a function. And or with no pass through.  This is all abstraction that we just built up to. I can take data in. As it comes out, I can choose to do an add or or it. So I have math and logic in that place. All I did was stick a mux on the end, which we talked about before. I wanted the data to either be processed on or not processed on. That's what the mux is for. That's what the pass line is for. Let's go. So I stick all that in the box. I get the and or chip. ALU. There it is. That is basically in essence what you have inside your processor at home. Now, there's been a delay. There's a cool thing called propagation delay which we now don't have time to talk about because we're in a hurry.  Now what? We have the ALU. I need to be able to produce input and store it. Then I'll have my fully functioning computer. So I have to have these things called decoders. Guess what? That's exactly the same thing as the mux. Why didn't you just call it that in the first place? So I can decode my decoders and decode the decoders of the decoders in which case I can grow the address space and I can go from 4 bits to 8 bits, 16 bits, etc. Those flip flops are really cool things that are latches inside that hold information so I can now have not just a state machine but I can hold stuff over time. Pick your logic, combinational or sequential. We're going to talk about sequential because that's what computers are because we have to have memory so we're not just based on the here now or the state.  Those registers are what we're going to set back. General structure. We're going to get to this really quickly. How much time? Brains. This is a brainless microprocessor. You've got the ALU, you've got your memory which we just assigned. Control coming in. You notice the control has nothing there. Shit. This is a brainless microprocessor so we need a brain one. So how do I do that? I take that. I've got buffers on the side. That's the data or the program. I've got a thing called a decoder which takes my instructions but I don't know how to control it. We need to go from the one on the top where the control lines are blank to the one on the bottom and we'll have everything done. PC address generation. PC it's called our program counter. We have to be able to step through the steps in our program. We saw we can do an incrementer from an adder so we got that piece. We got the MUX. We have a thing called ROM which basically defines all the control signals for what I want this thing to actually do. I put them all together and that's your full processor.  How many of you guys have taken digital logic?   Say I got this in ten minutes. Where's the clip notes? So not a joke. A little bit of feedback here because I prefer to talk to you guys. I hope I gave you some hooks of maybe some things to look up about basically how a computer works. Because a lot of people don't understand that. And everything is abstraction. We went from pounding rocks and starting fires to a PlayStation. How does that happen? Do you think your average person can tell me how the inside of a PlayStation works? No. And that's the whole point of abstraction is that I'm going to build up the pieces. But I would argue as hackers having these fundamental basic knowledge points are what is going to cause epiphanal stuff. I will argue with anyone right now. Everyone will say there's no longer a need to program in assembly. I'll have the argument with you. Or I'll have an edify discussion with you where you'll teach me stuff that I don't know and I'll change my mind. Because that's the other thing that people in this community need to be willing to do. You need to be able to change your mind if somebody explains something to you that makes more sense. And I think there's too many people that get fixated on their ideas. Excuse me, I'm taking one more drink of water because I really took it out. I want everybody in this audience to find one person next to them but it's not somebody they know and introduce yourself in the next 30 seconds. Okay, okay, okay, okay. Alright, let's focus, focus, focus. Focus, okay, okay, okay. Alright, thank you.  It's the people and the interaction.  You're going to talk to other people. So it's all about the people for me. By the way, I'm just morbid curiosity. How did the teleprompter people do with that monstrosity? Awesome, awesome. So how did they deal with foreign language? Can we see? Yes? I'm not a first-time speaker. I'm just... I don't drink. Thank you. I will, I will. Thank you very much. So that's a perfect example. Yes, we have fun here at DEF CON. I encourage you to challenge the speakers. If somebody is saying something here that you think is bullshit, go up and talk to them. Okay, challenge people. That's what we're here for. I want people to challenge me.  That's how I get better. Yeah. So, I will prepare you for one-on-one, if you go, not one-on-one, the opening ceremonies tomorrow. So like I said, usually Thursday was our fun day where we were just kind of joking around. And it's kind of evolved into another official day of DEF CON. DEF CON didn't used to be Thursday, Friday, Saturday, Sunday. It used to be Friday, Saturday, Sunday. So this is a... This isn't technically DEF CON because we haven't officially opened the conference yet, but it's just crap. Yes, it is. One-on-one is official. It is now, but it wasn't. Now that you're here, amazing. So after this talk, by the way, there will be a one-on-one panel where we're going to interact with you guys more and talk with you more. And then tomorrow, opening ceremonies, I will talk more specifically about the badge and some of the production and some of the problems we had and some of the craziness in the program. To the folks that make the effort of coming to the one-on-one stuff and talk just slightly about some of the challenge stuff that may give you a little bit of a leg up if you're competing with other people. How many people in this room are actually working on some aspect of the puzzle right now? Or have? Or thought about it? Okay. I hope it's kind of fun. It's a little bit painful at times. So let's talk a little bit about the math that you see in the program.  There's some equations there. Everybody see those? Everybody see that? The math that's there?   How many of you are familiar with the website called Wolfram Alpha? How many of you tried to put that equation into Wolfram Alpha? Now, second thing that was designed to stump you guys, and see what I'm doing is I'm talking about an aspect of the challenge that hopefully will give you a hook or piece of information you might not have already known. If you did, you're really freakin' smart. Come talk to me because I want to know you. There is a way of representing equations basically in a line of text because you're like, how the hell do I put an integral somewhere? There is a thing you can look up called reverse Polish notation, like racist, but it's not. It's really called RPN for short, reverse Polish notation. It's the way those of us who are old, like me, used to put data into a calculator.  I just realized... No, but I just realized you were like a foot taller than last year. Stand up for a second. Those of you who don't know this young man right here, this is one of the smartest kids I've ever met. He came to DEF CON two years ago was your first one? He was like this tall, his dad brings him, and he brings his dad, I think. And this is why I love DEF CON, this kind of stuff. He was correcting speakers. He was correcting Joe Grand and me and stuff like that.  Those of you who have these track programs for hiring people when they're young, this is a kid you guys need to meet. He's a new Skyler, by the way. Say hi. I did a puzzle badge for a conference called the Gathering for Gardener. How many of you know who Martin Gardener is? If you don't know who Martin Gardener is, he is the father of what we call recreational mathematics. He's also the champ... He used to write for Scientific American doing puzzle stuff. And most of you who've done puzzle-y type stuff like in the newspaper or in magazines, he probably influenced that somehow. He's a pioneer, I've got much respect for him. At that conference, basically I found we had two camps of people. We had mathematicians and we had professional magicians, which is a really interesting mix. And I met this guy, he comes up to me and was introducing himself, and apparently how many of you know what XKCD is? Yeah. So XKCD had written a comic strip about the tool that this guy wrote. And he came up to me and he had heard I made this thing, and it got a lot of press because XKCD featured it, and I was in like his website and he goes, nobody uses it. And I said, you know what? I'm going to use it. I'm going to use it at DEF CON. I'm going to give you credit for it, and I'm going to make sure people... So there is a tool and I have a challenge for people at this conference. Find the XKCD comic, the tool in the name of the author before the end of DEF CON and come to the 1057 room and tell that information to me, and I will have something for you. So that is me giving kind of like a mini challenge to the folks that don't want to get hardcore into the competition. It shouldn't take you very much time with Google to find. But in his algorithm he is able to put in a number and generate functions and equations that produce that number. Now you're sitting yourself, oh this is passe, this is easy, I have lots of processing power now, I will just do some research.   Because I'm convinced that someone out here that's in hearing what I'm saying right now is going to look at that and get inspired in a way to use that algorithm because I have an intuitive feel that that particular algorithm is applicable to some other aspects of what we do as hackers that I haven't quite put my thumb on yet and if one of you finds it just give me a nod or something I don't care. But I really believe somebody out there is working on a problem or working on an exploit or working on something in security that this particular algorithm would be useful for. I don't know what it is but I'm throwing that challenge out there and you remember I said this and it's being recorded so when some guy wins a Nobel Prize or does something amazing I'll be like I helped make that happen and that's what this is really all about. Okay.  This is what I have for you guys for 101. I want to know if you guys have any questions for me because I prefer to talk. You guys are new to DEFCON. Ask me anything you want. Like hey I'm new to DEFCON. Yeah. What type of IC he's asking what type of chip is on badge? Who knows? What is it? It's an Intel Quark D2000. What does that mean? It means it's X86 compatible. Yeah. Any other questions before I fall over and we set up for the panel? No? Really? No question. I'm giving you carte blanche. Why do you wear those shoes? Why are you wearing rods early on? You're sure. Yeah. Yell it. You mean like this? Oh the lanyards? So I have a question for you. Why would I make different lanyards and then just give it all out in a picture? Ah, meat space DDoS. This is meat space. After the fact, so generally people that compete in my competition tend to write up descriptions of what they had to do to solve the problems and I guarantee somebody will have done that. So this is confession. Sorry guys. I usually count on them doing that so I don't have to. I really want to thank you guys for coming out. I hope you, yeah, yeah, go. Okay, so I'll save it for the panel. All right. I'll save it for the panel. Thank you guys for coming. Oh, and these are awesome gunner glasses that I love. Thank you guys for coming.


Welcome the learners of Kishnokantro-Hendrik State of University MBA program, second semester. We are going to have a unique coverage of your marketing management paper in the second semester. And I shall take up unit 5 today. Unit 5 is all about market segmentation. This unit 5 has got a number of learning objectives. What I plan to do? These six learning objectives, I shall try to cover in three videos of 10 minutes duration, together about 30 minutes of duration. And I shall take up two of the learning objectives in each of the small videos. This market segmentation, as you all know, being the students of marketing, that we cannot think of covering the entire mass market. The market comprises of different divisions. Suppose take the example of toothpaste market. Now, no toothpaste is the same. Each and every toothpaste in the market is different. And some of the toothpaste could be, say, Harvelle toothpaste, some of the toothpaste could be on some other positions. So, NIM toothpaste is different from promise toothpaste. Promise toothpaste is different from bubble toothpaste. It's not it. Colgate toothpaste is different from Perfsoldert. Even, say, close-up is different. Close-up also of different varieties. So, no two products are the same. All of them belong to the same toothpaste market. So, the market is divided into segments. So, this particular unit will discuss about all the various aspects about market segmentation. As I have told you, I shall take up two objectives. One is, first of all, we shall discuss what market segmentation is all about. We shall explain the concept of market segmentation so that you can understand the concept of market segmentation, why it is required, and we shall also discuss the importance of market segmentation. So, as regards the concept of market segmentation, you see, as I have already told you, a market comprises of different customers. No two customers are same. Take the example of ice cream market. Some of the ice creams could be more sweet. Some of the ice creams could be more creamy. Take the example of, say, store-ware products. Goddress store-ware. There could be the personal consumers, personal users. There could be the industrial users. Say, Goddress locks. The banks also will use locks, even me in our own household also. We shall use locks. So, locks also will be having different varieties of different sizes, different shapes. It's not it. So, market segment is grouping of buyers. The buyers will be grouped out of the market according to some common characteristics. There could be the male segment. There could be the female segment. It's not it. Say, fair and lovely. Fair and lovely men's cream. Fair and lovely women's cream. So, there would be different characteristics of the market in terms of age, sex, qualification, geographical location, say, north-eastern market, rural market, urban market. So, rural market needs a difference. Urban market needs a difference. Metropolitan market needs a difference. So, market segment is grouping of buyers. According to some common characteristics such as income, age, sex, qualification, geographical location, so that their needs are balanced out. By offering one unique product, one single product, we cannot meet the requirements of all the customers. Say, adults need a different product. Young generation needs a different product. The housewives might require different products. The working women might require different products. So, each one of them will be having different kinds of requirements. So, market segmentation is subdividing the market into distinct subsets of customers. So, those subsets will be quite distinct. So, this is the men's segment. This is the women's segment. This is for the middle class consumers. This is for the high-end consumers. This is the premium segment. This is the mass segment. This is the hyper-premium segment. Hyper-premium is very, very high quality, very, very high price. So, that will not be affordable to each and every one. So, that is a segment, that is a distinct segment. So, market segmentation is basically dividing the market into subsets of customers, where each subset may simply be selected as a target market. A marketer will select a particular market segment that I shall make my offer in this particular segment only. So, a shootings and shootings manufacturer, a textile manufacturer might think that I shall offer my products in the hyper-premium category only. So, hyper-premium category will be very, very high price and will be of very high quality. So, necessarily it will not be available in all the outlets. It will be available only in the selected outlets. So, that market I shall try to target. And that is a segmentation. And to that extent, I shall have a distinct marketing mix. My product will be different. My price will be different. My distribution outlets will be different. And my promotional mechanism also will be different. In this regard, let us see some of the definitions of market segmentation. Dear learners, in your self-learning material, certain definitions are given about market segmentation. We shall take up some of those definitions and we shall try to understand the concept better. According to Philip Kotlar, who is a domain of marketing management, he, according to Philip Kotlar, his definition is, market segmentation is the act of dividing the market into distinct groups of buyers, who might merit separate products. So, a very high-notes-top-notes brokerate, a top-notes-corporate official would require a very premium range of products. So, his requirements are different. So, we, accordingly, we shall have to offer a distinct marketing mix to meet the requirements of that distinct set of customers. So, market segmentation is the act of dividing a market into distinct groups of buyers, who might merit separate products or separate marketing strategy. R.S. Dabber, grouping of buyers or segmenting the market is described as market segmentation. This is as simple as that, grouping of buyers and dividing the market into segments. And according to W.G.L. Stanton, market segmentation consists of taking of total heterogeneous market. A market is heterogeneous. Out of this heterogeneous market, we shall try to identify distinct group of customers who would like to demonstrate some kind of homogeneity in the heterogeneous market. And according to those homogenous segments, we shall identify some of those homogenous segments and we shall make our offer into segments. So, repeating once again the definition of W.G.L. Stanton, market segmentation consists of taking the total heterogeneous market for a product and dividing it into several submarkets or segments, each of which tends to be homogenous in all significant aspects. So, despite the heterogeneity, a market will show certain characteristics which are homogenous. And segmentation is identifying those homogenous sub-segment. And according to L.N. Arover, market segmentation is a strategy of dividing markets in order to quantify them. Ultimately, why are we selecting segments so that we can selectively target them and we can be successful in those particular segments so that our marketing objectives can be accomplished. So, dear learners, from this discussion so far, we must have been able to understand the importance of market segmentation. If we do not go for market segmentation, we shall get lost. The mass market is so heterogeneous and we shall not be able to identify any kind of target segment. So, dividing the market into distinct sub-seks will help us in many ways because it will provide us various types of information that are useful in product development. What kind of product do we need to develop to meet the requirements of these kind of segments. So, marketing research is important. Then, evaluation of marketing activities are important. Segment related, that we are going to be present in this particular segment. So, accordingly, suppose, say, digitalized market. Out-of-the-digitalized market, say, woolen clothes. Woolen clothes require a distinct kind of detergent. So, that is Goddress easy detergent. So, that is particular segmentation. The Goddress easy detergent is for woolen segment only. So, if we go for a mass kind of detergent, that will not appeal to the woolen garments owners. So, the woolen garments owners, they are highly concerned about the care, about the safekeeping of their woolen garments. So, they would like to prefer a distinct detergent. So, Goddress is positioned that way. Goddress has been able to identify that particular segment. So, market segmentation helps us in channelizing the money because hard-earned money has to be sent in marketing development so that we can identify the most profitable customers by which we can be able to sustain the market segmentation. So, market segmentation helps us in designing, preparing effective marketing policy, efficient marketing policy, and accordingly, we can target our promotional activities as real. So, each of the marketing mix elements, like say, product, price, place, promotion, all these can be developed as per the requirement of the target market. As I have told you, say, we can think about a clothing, merchant, textile manufacturer, developing suitings and shortings, right, to the top-notch bureaucrats, top-notch corporate personnel. So, I think the product will be of high quality, prices will be of high quality, place will be of selective availability in selected outlets only. Promotion also will be going through the premium modes of media, like, say, India Today magazine or, say, some selected TV channels, like that only. So, accordingly, the entire integration of product, price, place, promotion will be made, keeping in view of the distinct requirements of the distinct segments. So, this is with this. I would like to conclude the first part of the video of market segmentation. In the second part, we shall take up two more learning objectives. Thank you.


This could be the turning point in your journey, but first let me share a little bit about mine. The first time that I was exposed to sexually charged content was when I was about 11 or 12 years old. I was just given my first iPod, but I was just scrolling randomly and a compilation of Super Bowl commercials was there. It looked interesting to me. I clicked on it and from there I was exposed to all sorts of sexually charged content. From then on I kind of searched out more of these type of videos. I knew it was wrong at the same time I didn't really have any self-control. At this point I would have considered myself a Christian, but I never experienced this kind of temptation before and I didn't really have a box to put it in. I didn't realize what it was doing to me. I was plagued by guilt and shame so much of the day. I went to a youth conference and they talked about the strongholds in our lives and how they'll hold us back from serving God faithfully. It was in that moment where I was like, I need to do something about this and the only thing that I could think of that might help is talking to my dad. So one night as I was just plagued by guilt, I can still remember this vividly. I couldn't sleep. It was probably like one o'clock at night and I walked into my mom and dad's bedroom and I woke up my dad and I said, Hey, can I talk to you? From then on I left my iPod with him during the night and so I wasn't tempted. I think for a lot of us this kind of season of life, 11, 12, 13, maybe earlier for some folks, marks the beginning of being exposed to kind of sexually charged content and beginning this battle with lust. Now fast forward to about 10 years, I'm 23 and though temptation definitely still rears its ugly ahead, I began to find real victory in this area of my life over the last few years. I know what it's like to feel that guilt and that shame and that discouragement that comes from falling once again and yet I can also testify to the fact that freedom is available. But here's a big problem that we all need to come to terms with. We live in a pornographic culture. We are continually assaulted by music, media, movies, social media that is charged with sexuality and it's tempting and we can't just live as a monk or maybe some people do, maybe you can, I don't know, I can't, but we need to know how to operate in this space. So I want to share some of what has helped me and actually make headway in finding freedom. In Matthew 2641, Jesus gives us two steps that are extremely important to take as we're looking to overcome temptation. Here they are, watch and pray that you may not enter into temptation. The spirit indeed is willing, but the flesh is weak. So what does Jesus mean by watch? Well to be alert, to be aware, to be discerning. Did those three words categorize your approach in your daily life? I think for a long time, honestly, I pretended to be ignorant of a lot of the sexuality that was kind of embedded in what I was watching and taking in. I just kind of like pretended like it wasn't affecting me or wasn't an issue. I wasn't being alert, aware or discerning. For us, we need to begin by becoming aware of what is going to trigger us to fall into temptation. So this is where it gets kind of intense and a lot of people will back off because they're like, oh, that's too extreme. Oh, it's not that big a deal. Oh, I can handle it and I'm strong enough. You're not, you're not strong enough. So if you're on Instagram, let's say, head to your following. Who are you following and who are the people that tempt you? Seriously, and you need to stop following them now. That should just be like a no-brainer. At the same time, we're like, well, I'm following them for their music or they're a good actor and I like their movies. It's like, no, it's not worth it. And I'm going to go to the extent to say even a friend that posts risque Instagram pictures that tempt you to look lustfully. Look, you should not be following that person. I'm sorry. I went through my Instagram following. I unfollowed everyone that tempted me, even if they were a good musician that I really liked or a movie star that I wanted to keep up on what they were up to. It's like, no, I don't want to be tempted. I'm just not going to have that on my feed. Also, TikTok, if you're on TikTok, you should probably get off, but for me, I'm on there and pretty much every time I see something that tempts me or some sexually charged content, I block them immediately without hesitation. It's become a routine now. And so every time, like, I just get used to it, you know? Oh, nope, block, sorry, it's done. Like, I'm not even going to think about it. I'm not going to risk seeing this person again or seeing their content again. I don't want it. I stopped watching edgy movies for a while in my teen years. I felt like I was mature enough that I could handle it that the movies that I wasn't allowed to watch as a kid. Now I'm like 16, 17. Oh yeah, I can watch all like the classics or whatever. And honestly, it wasn't worth it. It really wasn't. The movies weren't that good. And also it like got my mind thinking and thought patterns that I didn't like. It just felt icky. And so now I'm just free of that. I just don't watch that stuff. I'm like, I'm not interested. And for going to theaters, I'm going to common sense. I'm seeing, is there like sexuality? Is there nudity? It's like, I just don't want it. For me, it was little pieces here or there on social media that was kind of getting my heart prepared to fall into sexual immorality. It was like, oh, here's a little piece here. Little piece there. Oh, accept that. Okay. That's not so bad or that's not, you know, but it's getting you to this place where you're being triggered to fall that much more into lust. And so me like you need to, I need to cut it off at ground level. That's what I've come to the conclusion. You can't kind of go halfway on this stuff. God cares about the thought life too. And so as we're thinking about the thought life, we need to go back to ground level. Like what are the little things in my life that I'm letting kind of creep in? That's causing me to move further and further down this dark path. Step two, the second part of the verse. Watch and pray. So pray in Thessalonians. It talks about pray without ceasing. And this is especially important as we're encountering and facing these temptations in our lives. If we're not praying without ceasing. Look, if we're not praying throughout this, we're doing it on our own and willpower is not going to cut it like in that second part of that versus says the spirit is willing, but the flesh is weak. And if you've been in this battle for any length of time, you know that your flesh is weak and you've experienced that. Part of the reason that we don't take little bits here and there thinking that we're strong enough to overcome all this little bit of temptation or I can watch this movie because I'm I'm a strong enough Christian. It's like, no, the flesh is weak. We need to come to realize this. When we talk about prayer and in the midst of the battle that I've experienced, I'm asking God for deliverance. God deliver me from this temptation. Something else that I'm doing as well is I'm listing to him my justifications of why I think it's OK that I, you know, watch this thing or, you know, whatever else it is. It's like, OK, well, God, you know, I feel like maybe I deserve it because most the other time I'm a good Christian. So, you know, that's why I feel like and just verbalizing those things to God and actually kind of dispelling them with biblical truth thing.  What I've noticed is these kind of justifications, at least in my own life, are kind of the primary force that leads me into temptation, that leads me to submit to these kind of temptations and saying, you know, oh, I'm a good Christian. It's just one time or I deserve it or things like that. These are lies that I'm believing. Lord, show me your truth in Colossians 3 5.  We need to put to death this sin. This is like very clear in the scriptures. But how do we do that? Well, we're going to confront it. We're going to identify what it is. We're going to stop making excuses or justifications for why we do it. We're going to be honest with ourselves and what we're going to do and what I've done is verbalize it to other people. Hey, this is a temptation that I experience. Hey, this is something I'm struggling with and be, you know, clear and intentional about who you share this stuff with. Like there's a couple of friends in my life or family members that know this about me, that know that I kind of struggle in this area, that this is a temptation for me and, you know, we keep up to date on it. But when you keep it inside, you give it a little place in your heart, you're not putting it to death. You're kind of keeping it in storage till you need it. And that's definitely not what the Bible says. We definitely don't want to keep sins in storage. We want to put them to death. Galatians 516 says, but I say walk by the Spirit and you will not gratify the desires by the flesh. This is something we miss so often. This kind of goes hand in hand with the whole prayer aspect and praying without ceasing. Look, if we're simply trying to overcome lust on our own strength or just trying to, you know, subtract something from our life, we're going to have a big issue. But if we are walking in accordance with the Spirit, if we're pursuing Christ, right, it's going to be a natural occurrence to put away those things, put away who we once were because that doesn't align with who we are becoming. If you want to put your sin to death, what you need to do is you need to starve it out. You need to stop feeding it. You're giving it morsels here and there that sustaining it till it's finally strong enough where it can take hold of you. You need to stop feeding it to put a cap on my journey and I guess where I'm going from here. Yes, I still struggle with it. I'm still tempted by it. I found freedom, but at the same time, I'm not getting overconfident because I am still tempted. I do see these things and I'm okay, you know, in this moment, I need to make this decision. Lord, help me through this, you know, deliver me from this temptation. And so yeah, when you find freedom, when you begin to find freedom, there can be this excitement in this like, okay, this is really working. This is really happening.  Don't let up. Still be aware, alert and discerning of what you're consuming and pray without ceasing and God, his covering is over you. He is more than powerful to deliver you from this and I'm excited for each one of you as you watch this video and go from here into this kind of next stage of your life where you're continuing to pour into Christ and put sin to death. This video is brought to you by my patrons on Patreon. It is only because of your support that I can continue to make this kind of content. So thank you to each one of you on there. If you want to support my mission of helping people follow Jesus daily, head to the link in my description and sign up to support me on a monthly basis. Help us reach our next goal. It would be a huge blessing. Thanks so much guys and I'll see you next time. God bless.


1943. Burma. Two years after Pearl Harbor, General Joseph Stillwell opened his long-delayed campaign for a ground supply route to China. With a handful of Americans and American-equipped Chinese divisions, he was advancing to meet the Japanese Imperial Army and drive them out of Burma. Stillwell had molded the once-popey mass of ill-fed peasant soldiers into skilled tough fighters, able to meet the Japanese on equal terms. But this allied penetration named Operation Saucy was unusually difficult. The men had to fight the Japs and the disease-infested jungle in order to stay alive. As a transport pilot, my job was to fly help to vinegar Joe's Army. He was entirely dependent on our 10th Air Force for ammo and medicine, clothing and food. Stillwell's men marked their drop zones as they inch steadily closer to Jap positions. The progress of an army depended on a co-pilot's signal. General Stratomire had warned the Pentagon, the only way we can supply any force that advances into Burma is by airdrop. That's why when Stillwell started this offensive southward from Lido, he had air supply for his advancing troops. Our supply pushers developed bombsite precision. For the past year, split second timing had meant survival to lonely air warning outposts perched on jungle-covered ridges in the Naga Hills. Air supply and the successful teamwork of the Eastern Air Command now made it possible for the Burma campaign to drive ahead. But in the jungle, the mission that the Joint Chiefs of Staff had given General Stillwell was one of the toughest in the war. He had a most difficult physical problem of great distances, almost impossible terrain. Cutting their own trail, Stillwell's army stumbled along at barely a mile an hour. The Chinese jockied for a fertile position flanked by other Allied forces. It was a two-prong drive to split the Jap wedge and reopen the Burma road. The advance by the Chinese army into the Hukong Valley was the most ambitious campaign yet staged on the end of a thin airborne supply line. With amazing vigor, Stillwell carried on. Wounded men, the enemy, and the jungle were his obstacles. Quick evacuation of casualties could hasten the campaign, cut it down to months instead of years. But how can you get a wounded man out of the jungle fast? In the CBI, a plane we called a sky jeep was the answer. It was both a light transport and an ambulance. Able to operate from temporary airfields, we achieved a high degree of mobility and secrecy. In one month, 10 sergeant-driven sky jeeps carried out more than 700 casualties. With one of Stillwell's wounded soldiers aboard, the last chance got ready for takeoff made full use of air power from transports and bombers to an armada of sky jeeps. Upwards of 100,000 men were constantly supplied and evacuated by air. Eventually, the Allies were able to drive the enemy out of Burma. Down at Allied bases south of New Guinea's Owen Stanley Mountains, another army of men and planes prepared for the first Allied paratroop drop in the Pacific. It was designed to cut off a large force of japs at NADZAB in northeast New Guinea. Early in the morning of 5 September, 1700 sky jumpers in full battle array climbed aboard a fleet of General George Kenny's fifth Air Force transports. At 08.25 hours, the first C-47s rolled down the runway. Within 15 minutes, three flights totaling 79 planes took off. In all, 302 aircrafts lit into place and like a mighty procession, paraded toward NADZAB. The pilots gradually dropped from altitudes of 3,500 feet down to 500 feet. So far, no trace of the enemy, but no chances were being taken. A squadron of low-flying attack bombers laid columns of smoke on the floor of the NADZAB valley. Once over the target area, the transports formed into three columns, each with 32 planes. The 503rd Parachute Infantry Regiment and the Battalion of Australians tumbled out to make their first drop and with success, NADZAB that japs backdoor was left open. With Allied forces firmly installed in northeast New Guinea and the Salamans, General MacArthur and Admiral Halsey could now threaten the Rebaul, the enemy's main supply center in this critical area. For three days in a row, we were alerted for a strong low-level attack to knock out Rebaul on New Britain Island. At forward-staging bases in New Guinea, our B-25s waited for weather as we got ready. We were going to depend on our gunners to neutralize enemy planes and ACAC in order for the rest of us to smash the air-dromes around Rebaul and then destroy the concentration of military shipping in Simpson Harbor. Ever since January 1942, units of the Fifth Air Force had continually blasted Rebaul. Today, November 2nd, 1943, the briefing officer announced that the Eighth Photo Squad flying recon over Simpson Harbor had seen seven destroyers and 20 merchant vessels. At the air-dromes, they accounted 237 planes.  At the fighter pilot briefings, P-38 boys were given details of the plan that required perfect coordination between bomber and fighter elements. Surprise and timing with the main springs of the battle plan that the successful air campaigner General Kenny now put in motion. Briefings over, five squadrons of Mitchell's, a force of 80 medium bombers, were boarded and revved up. Shortly after 10 hundred hours, the tower gave them the go-ahead and the bombers got underway. Fighters got ready. From six squadrons of lightnings, two squadrons had orders to sweep Simpson Harbor, four to blank the land banners. The lightnings scrambled off. They held their formations as we headed toward Rebaul. Leader of our shipping strike forces was a veteran of 80 strafing missions. 25-year-old attack group commander Major John Henebry. Once over the Solomon Sea, the Kenny plan went into high gear. As we scanned the skies, we spotted what we were looking for. Enemy aircraft. Our lightnings swept in ahead of the bombers to clear the area. Heroes challenged Captain Ralph Bilge and his wingman. He opened up, didn't connect. So he got his 38 on the Jap's tail and the battle turned into a chase. Our lightnings ran into more than 60 interceptors. The P-38 escort led by Major Gerald Johnson and Captain Richard Bwong flew interference for the anti-aircraft neutralizing forces. They attacked swiftly and with a double intent of covering the B-25s and destroying the enemy. Our surprise visit gave the Jap pilots at Lacuna Air Drome short warning before the speedy P-38s peeled off and dropped their bombs. Through hard stands and re-vetments, Department squadrons approached the target area. Assigned to neutralize shore anti-aircraft positions, the B-25s peeled off. Just because of their delayed explosions permitted us to get down low and blast the enemy out of their hiding places. Complete neutralization which finally enabled our striking forces to make dangerous mass tie runs over Simpson Harbor. We bombed 24 enemy ships. We strapped 17. Our bombers destroyed 52 enemy aircraft. Our fighters claimed 42 shot out of the sky. The cost? 45 American fliers, 17 American planes. In the space of 12 minutes, a formidable Japanese senior armada was attacked and decisively defeated. After two years of war, the Japanese strategic plan had been fatally upset. But the Allies knew the enemy was not yet destroyed. Her armies and maybe still controlled conquered territory. General Arnold told the world, there are many roads that lead right to Tokyo and we're not going to neglect any of them. Relentlessly the Allied attack had to continue spearheaded by the striking power of the United States Air Force.


Let me, we only have 15 minutes left, 14 actually, gentlemen there and the microphone is coming. Yes, maybe a question for Jean-Pierre Cabestan. As we understood from the panel, the Indo-Pacific is a rather floating concept. But as far as I know Jean-Pierre, it is not used as a research by Chinese diplomat. It is even refused. So what is the Chinese wording for the same region? Maybe it's not exactly the same limits. And which are the arguments to refuse the Japanese born Indo-Pacific concept? Thank you. Thank you for the question. Yes, I didn't mention that at the beginning but China, as you said, doesn't like the concept of Indo-Pacific because it sees in it an intention to contain China. And the alternative concept proposed by China and China's structure, it is the Asia-Pacific region where China is in a much stronger position. The irony is that China is more and more active in the Indian Ocean actually. And now it has a base in Djibouti. Every day, seven or eight of its naval ships sail in the Indian Ocean. So India is important for China also because most of its oil comes from the Middle East or Africa. So even if it has tried to diversify its energy sources in importing more oil from... It has access to the Indian Ocean through Gwalior from China. From Burma, yes, through Burma. And it has also diversified its sources of energy in importing more from the Central Asia and more recently from Russia. As you know, as double its trade with Russia and mainly importing much more oil than before. So that's where we are. And of course, the fact that the U.S. PAKOM has been renamed Indo-PAKOM in Honolulu has also contributed to China's suspicion about the Indo-Pacific concept. And the fact that it was Abe Shenzhou who coined the expression in 2007 and then it was picked up by the Trump administration in 2017 when the Trump administration decided to launch a new free and open Indo-Pacific strategy, of course, targeting China or anything else. So clearly there is no reason for China to promote that concept but just the opposite to... A question there, the microphone, two questions. Thank you. You can fight for the microphone. I take two questions from you first of all and then from the gentleman there. Sure. Thank you. Christiane Rodríguez-Cifero from the Boston Consulting Group. In a previous life I was one of Chile's lead negotiators for the TPP so I felt compelled given that you spoke a lot about the agreement. So the Trans-Pacific Partnership and the CPP TPP as the transatlantic treaty between Europe and the U.S. as the China-U.S. bilateral investment treaty which was negotiated for ten years and others are agreements, right, are rules such as the World Trade Organization is. Everything we're seeing today are deals, understanding alliances and question for anyone on the panel is do you see space in the short term? I'm sure no but even in the medium term for rules to come back, for trade agreements, for actual treaties that have provisions that become international rules which need to be abided by all countries. At the bilateral or pro-lateral level, I'm not dreaming about multilateral agreements anytime. Okay, question there and then gentleman there. Well, I think we had a very important discussions about the new trend in the Indo-Pacific. Well, I think panels really reflected, I mean, very important stakeholders in the region. Well, but I would like to bring your attention to the role Canada can play in the Pacific. Well, as late commerce, I mean, Korea and Canada released its important foreign policy and security guidelines in the Indo-Pacific strategy last December. So we will act, I mean, according to the strategy released between Canada and Korea. Last week, there was a forum between Korea and Canada and Canada emphasized they will increase and enhance the role play in the Indo-Pacific region by bringing in more resources than before.  Well, I think we heard a very important point about the court, I mean, from Indian participant, my friend Narayan, well, he emphasized the way we look at Chinese military advancement or potential threats quite different from other members of the Indo-Pacific. So there is quad that is very important component of the security policy of all Indo-Pacific nations. So Korea thought about joining the quad as Quad Plus, but in the forum last week, well, some member pointed out, I mean, the point Narayan just indicated. So there was some proposal that because North Pacific threats, security threats from the countries in the North Pacific, North Korea, China and Russia. So what about we form the new quad US, Japan and Korea and Canada? So what do you think? Good question. There was a trade question as well from, so I couldn't remind me of that question again. Let me take on the question. Sure. I think as the TPP negotiator, you recall that in the early days, the question was, why do a TPP? And the answer from the negotiators at the time was if we create a high quality trade agreement, it will not be universal at the outset. Trying to get the WTO to do the Doha round was a great failure because consensus was the enemy of practical progress. But to do a TPP among the world's largest trading partners at a high level of equality would be an attraction for others to join. The idea is you start as big as you can with a coalition of willing partners and then you build on that by creating something whose gravitational pull will be very strong. I think as we go into a new period of reconstructing the world in this post-old war era, we're going to have to take things a bit by bit, step by step, practical measure, sort of the way Jean Monnet and George Marshall and others made small steps in the aftermath of World War II to rebuild Europe. The trade world we should view as something we can't do overnight, but we create a momentum toward an outcome that will in the long run be one that leads to a global consensus of just the right way to go. Thank you very much. Canada, of course, is always everybody's favorite North Americans. We only have five minutes and 43 seconds left. I know that both MK and HV wanted to say something, MK. No, there's no magic wand to deal with with China. I think the answer to how to deal with China is not to have modern of packs. I think there are enough packs available. I think the United States has taken on more than what should be its role in these matters. I think we need a concerted strategy as to how to reduce Chinese influence across the region. I think one measure has already started. Economically, if you can bring down China in many ways, you can do that. The other is for the other nations to understand the making of the Chinese mind. I think it's really a conflict. I think I would think that countries like Japan, India and others who dealt with China over the years can play a very major role. It's not merely a question of guns and butters sort of stuff. I think it's dealing with an ancient civilization. It's now divided and split in many ways. When we do something to reduce that, if there is a confrontation, the Chinese population will get together. We need to sort of get... how do you separate Xi Xi Ming from the rest of the Chinese? But a lot of people in China who want a different kind of a system, I think we should emphasize that. And I think that's why some of the things, thanks to others, can play a very major role. I do think it is counterproductive to add more and more facts. I'll stop at that. Thank you. Yes, I would be more pessimistic than Douglas. Since indeed the concept is really a floating concept and with the very difficult appreciation of situations, I believe that the multiplicity of organizations and schemes today is convenient for many partners. The major ones and the medium and minor ones. And I do not see why this should evolve in the short and medium term. Final question? Yes, gentlemen, over there on the right. Good evening. My question is... Sorry, we can't hear you. Yeah, my question is why South Korea was excluded from the Quadra Alliance between UK, US, Australia and Japan? So why South Korea was excluded from AUKUS? No, from the Quadra. From the Quadra? From the Quadra or from the Quadra. Was that a job? Well, Japanese invented the Quad, so... You may start with Yuji, yes. The question I think, if I heard it correctly, was why was South Korea excluded from the Quad? No, from the beginning South Korea didn't really like to join in a group which can be regarded as a confrontation to China because China is extremely important trading partner to South Korea. So in the beginning, well, I think South Korea thought that it was quite wise to join in. But wisely, the four countries, particularly India, partly Japan, have been transforming the nature of Quad at the beginning, Quad was much more security cooperation group. But after that, the four power are focusing on much more technology and the COVID-19 vaccination and so on, these kind of technical issues. That's why the Quad now is much less confrontational to China. So I think Quad can be accepted to much broader numbers of countries in the region, I suppose. 30 seconds, I think, just to add to what Professor Yuji has mentioned is that to answer your question, I think there are quite a myriad of issues or the regions behind the decision when Korea was not at the very beginning not to initiate and also take part in the whole discussion to join Quad. I think the main primary factor is how to deal with China. And the second is kind of the bilateral relations between Korea and Japan at that time. It was not that comfortable and a bit souring relations between South Korea and Japan. And also kind of the we do have, South Korea has quite rock solid alliance partnership with the United States. So I think this bilateral security alliance has been backbone of the whole the foreign policy foundation on the part of the South Korea. So those are the reasons why South Korea at the beginning has not joined the discussion. Thank you. We are almost out of time. There's a few seconds left. I mentioned at the very beginning that the Indo-Pacific region has plenty of flash points. So flash points by definition risk exploding.  Or zero, no, they will not explode. If you take the next five years, where do you put your mark? Okay, 10, there will be an explosion flashpoint within the next five years. Zero, they will not be. Doug, it's a one number answer. When it comes to the Taiwan question, it's about two. Okay, two. All right. So it's a little, MK. I think the world has enough wisdom to avoid a flashpoint on Taiwan. So I would maybe have put it one or two. One or two, excellent. Very good. LV2. Two, okay. Do you know what I'm saying? It's about Taiwan, sure. No, any flashpoint. It could be as long as the Indo-Pacific. So Taiwan could be outside China and India. For me, it's South China Sea. Okay. And the answer would be on your scale of zero. It's no problem. I think it's a five. Sorry? Five. Five, okay. Excellent. I'm optimistic. That's why Taiwan, seven. Seven. Yeah. So big explosion. Wow. Okay. Is it up here? Well, two marks. One for the South China Sea. Three. Taiwan, four. Well, it's a kind of sobering outlook, perhaps, with a five-year time horizon. And there will be an important election in the United States next year. And the term will be a four-year presidency. So I suppose adds another perspective to the number. I'd like to thank the audience very much. I'd like to thank Sunim Antiriv, not here, for getting this excellent panel together. And I think the panel have been very good and deserve very good round of applause. Thank you very much.


I've been working on to streamline the data management and analysis process for a project called Incanda, which is investigating adolescent brain development and the effect of alcohol. So here we're presented with a challenge for coming up with a framework for, oh sorry. So the challenge here is to support this large scale study and to reuse the neuroinformatics tools that are being developed by this community and use them to support this traditional lab in scaling up to a multi-site large scale study that supports multimodal longitudinal and multi-site study. So this study has five sites across the United States. It has a total of 800 and eight enrolled participants with three different time points, and all this data is being sent from these sites to the data analysis component at SRI. And so one of the primary challenges for this project was that we needed to start collecting data within six months of being funded, and we had very limited resources for being able to develop and deploy a framework. And so one place to get started is what are the system requirements that we needed to meet in order to develop this platform? So first we needed to be able to support a number of different data acquisition tools. So these were all set in stone by the time that we started building this platform. So we had already decided, or it had already been decided by the consortium, to use a variety of different web-based tools as well as tools that are implemented on just laptops and also paper and pencil tests. And so each of these have, it's a heterogeneous set of environments, so these are not interoperable systems by any means. And so we also need to be able to maintain a protocol for imaging as well. So T1, DTI, resting state, and also same-day ADNI phantoms and weekly FBURN phantoms. And so we need to be able to ensure ongoing data quality at each of the sites. We also need to be able to ensure that the data is being collected within a comparable time window between imaging and also the neuropsych and clinical. So we want to also be able to find a system or develop a platform where we can automate as much as possible. And so we're placed with this ecosystem of different neuroinformatics tools. And when we started building this system, it was in 2012, and really the two leaders at that time were XNAT and RedCap, which both support, both support, there we go, that both support an API. So an application programming interface, which allows us to actually script and automate ingestion from each of these different types of tools, and I'm going to go into describing how we wouldn't about doing that to create an integrated platform. So first I'm going to give you a quick overview of what this platform looks like and how it's set up. So each of the sites have a set of laptops that are used to acquire data and also interdata into web-based tools like the PenCMP and also have scanners as well. And so for the form-based data, we're using RedCap to pull that in. For imaging, everything is going into XNAT. And then we have a set of Python scripts and a framework for then pulling data out of RedCap and XNAT and pulling it into a computational environment that is configured for running all of our image analysis and also storing all of the additional metadata in kind of a joint RedCap database. And furthermore, the system is set up to have a data release mechanism where we're incorporating NIDM as a way of releasing data both first within the consortium and then more broadly to the wider community through these kinds of data resources or data repositories. So first, how we're working with the clinical and the neuropsych assessments. So again, so we have these heterogeneous set of instruments that we need to be able to start pulling in within six months of the start of the study. So we don't necessarily have all the databases fully configured, but we're able to have an SVN repository, so a version control system that is checked out to each of the laptops at the five different sites. And each night, there's a script that runs that then checks in any new data into this SVN repository, similarly for the web-based tools. And so this allowed us to start collecting data from all of the sites asynchronously in the sense that we were able to pull the data in and at least stage it for then being uploaded into the database once it was ready. And so at this point, we were able to transform the data into a common data model and push that up into RedCap, which is initially just a cross-sectional RedCap project which allows you to place all of the form-based data in its appropriate location. And then there's an additional step where we extract that data also automatically and pull it into a longitudinal RedCap project that allows us to have an integrated view across all the different sites and also let us know some information about what the status is of the completion for different instruments. So green obviously is complete, red is not complete, and yellow is still incomplete, but some data is there. So for our multimodal imaging, all the data from the sites is loaded into an ExNet server. We then have some semi-automatic QA that's done. There's also manual review of all of the images, as well as neuroradiologists' review of the images, and so we've also found some clinically relevant cases that we're then able to reach out to patients, physicians and whatnot and have that further taken care of. And then we also extract a variety of metadata from ExNet and populate RedCap with some information that allows us to validate what the scanning protocols are that were completed, and also do nightly and hourly QA reports to keep everything kind of running smoothly. And so once scans are indicated as being usable, this triggers our pipeline to pick up on the Nifty files and import that into a framework we call Lightweight Data Pipelines. This is on Nitric if you want to take a look. It's actually just a very simple shell script that allows you to basically define what the inputs are and outputs are to a given script or analysis script, and then it allows you to, when new data comes into the system, it'll just automatically pick that up and analyze it. It's fairly agnostic to what the script that it actually runs. So for example, our resting state preprocessing is all in night pipe, so it's still compatible with other workflow systems. We also use FSL's TBSS for our diffusion processing and free surfer for extracting measures such as anatomical volumes. So with all the data analysis that we've been doing, we've currently completed this section in red and green, so we have this platform that streamlines all these different processes for research, but currently we're working on this piece where we now have an integrated set of curated red cap data dictionaries that we now want to use in Canada as a use case for NIDM and BIDS that you heard about in the previous two presentations, and then we'll be able to apply the NIDM framework that Dr. Keter had presented and incorporate this idea of developing object models that we then can distribute our data using this NIDM-based approach. And so the general idea behind this is that we can use these red cap data dictionaries to then make a mapping to the NIDM ontology and then be able to generate specifications that describe exactly what we're distributing to the community. And then we can also take the CSV files that we're already releasing as part of our data release process, but then creating these NIDM mappings that enable us with some semantic technologies to improve the amount of queries or the types of queries that we can incorporate annotations from external ontologies like the cognitive atlas, and this will provide basically like a machine-processable format that's self-describing that also links out to this documentation. And so in the process of working through all this, we want to be able to use NIDM as a way of distributing in-canda data sets. And so what we've learned from this process, so we found that the ecosystem of neuroinformatics software that's available is now mature enough to be able to build your own scalable neuroinformatics platforms. We also found that it's really important for informaticians to be part of the design of a study where I think we could have minimized some of the complexity of all the different instruments if we were to choose more common platforms rather than having different data acquisition devices all over. We also found that version control systems are a great way to start collecting data before you necessarily have all of your infrastructure set up. And then, so inclusion, we found that by developing this system and reusing tools from the community, being able to run a longitudinal multi-site study is no longer something that's reserved really for large labs. I mean, this is something that you can build upon the tools and infrastructure that's already available to the community to be able to participate in, for more investigators to be able to participate in large-scale multi-site studies. And so all the software and framework that I've discussed here is resurgently released on NITRIC, so go check it out. Let us know if you have any questions. And with that, I'd just like to thank NIA AAA for funding and also the data analysis core, particularly Torsten Rolfing, who is the initial implementer of the framework, and also INCF, so I'm a member of the data sharing task force as well. And all of these folks, I look forward to working with you as we try to incorporate NIDM bids and other standards into the INCANDA framework. With that, thank you.


I'm in the Double Robotics booth with Jason Liu. No, Jay Liu, sorry about that, Jay. And this is a really intriguing product. This is an audio and video podcast, so I'm gonna say describe this. We're looking at, what looks like a segue with an iPad on the top of it. Why don't you tell us what this is? Yes, this is our iPad-based telepresence robot. So I'm standing here in San Francisco, California, but this robot could be anywhere in the world as long as it's got wireless internet. So this thing could be sitting in a manufacturing floor in China. I could walk this up over to someone's shoulder and tell them to work faster. Oh, nice. Yeah, those people aren't stressed enough. You should do that, right? Well, our customers are stressing us out. They want us to work faster, so. There you go. No, no, no. So for the people on the audio, he's actually controlling this, again, segue type device. It looks like a cylinder on the ground and he's rolling the thing forward and backwards and right and left. And there's an iPad mounted. Now you said that you were unable to get Wi-Fi to work here. Yeah, yeah. Too much signal interference in the room. Yeah, there's too many exhibitors and too many people using with their own Wi-Fi hotspots here. So would you picture that you would basically use FaceTime between your iPad and the one on the floor? Right, so we actually provide our own app and it comes with FaceTime-like functionality. So you have audio and you have video. You can see what's going on over on the other side and actually have a conversation with a real human being too, so. So I could picture this as you maybe have three or four of these in an office and whoever's out of town that day can still come to the meeting or you're out sick or something like that.  That is a really terrific. A little bit creepy, a little creepy, I like that. I can also picture somebody sticking a kick me sign on the back of the iPad, right? They have done that, I've seen them do that. I'm guessing that wasn't my first one to come up with that. So the interesting thing is that you can also have this at home and keep an eye on aging grandparents if they're really far away. See what grandma's cooking for Thanksgiving, that sort of thing. If you have teenage children. Talk about creeping grandma out now. Creeping grandma out. Well if you have teenage children and you're away at work and you want to make sure that they're actually doing a homework at home. And you're following them around? I'm loving the use cases for this. Thank you. Oh yeah. Thank you. So at this point now I've got to ask you how much is this thing going to cost? Right, so this thing retails for $2,500 but we're selling this for two grand right now. We're giving people a $500 pre-order discount. Wow, that's not as bad as I would have thought and I'm sure that'll come down over time too. We like to think of this as sort of like Moore's law where over time we're going to make this cheaper and better. A lot of people compare this to flights. If you travel internationally a lot, just with two flights it's already paid for itself and you don't have to tell anymore. Actually that's a really good point, the cost of that. Well I thank you very much. When does, is this on sale now? This is, we're selling it now. We're taking pre-orders from our website. All right, thank you very much. Again, this is Jay from Double Robotics. Thank you.