Media literacy is an important critical cross-field outcome. At Bonatu Park High, Carolyn Greer is teaching a grade 10 language and communications class how to analyze adverts and other media images. Okay, today we're going to be learning about advertising, specifically advertising in magazines and the way adverts are created in order to get us to buy the product or whatever their message is. Okay, and now know that teenagers know advertisements very well, okay? So if I were to say to you, I want to sing to you, it's good, it's good, it's good, it's nice. So what does that make you think of? In the corner, okay? So it's like common knowledge to you, huh? And perhaps some of you can give us a few. Just one bite, just one bite. Then you'll write drama, just one bite, just one bite, and you know you're right. Very good, well done, teacher. Now, when we look- She explains that when you analyze an advert or any image for that matter, learners should first simply describe the content of the advert without interpreting it. This process is called denotation. We're looking at the language that they use, the words that they're using in the advert, and also the images that you have, okay? The people that are in it, the colors, et cetera, that are used. All right, if you notice here, what is the gender of the teenagers in this picture? Mostly males. Mostly males, one female who is draped over the shoulders of this good-looking guy over there. What do you see in the background here? Caroline then moves to the second step in analyzing an advert or an image. She asks learners to tell her what the advert makes them feel. This process of interpreting and analyzing is called connotation. We decided that the message was that if you use the product, you're going to be part of the whole culture. Very nice, well done. What I think is that the girls get attracted to the guys when they put this break and stir me. So obviously, one of the messages of this advertisement is that if you use this fragrance, the girls are going to fall all over you. Okay, now we're going to go into group activity. Each group is going to get two adverts. These two adverts provide interesting comparisons. So I'm going to give you two toys. And perhaps you can compare the two. In their groups, the learners decode the adverts. First, they describe what is in the advert. They complete the denotation step and then begin interpreting or working out the connotations of the adverts. The actual fact that the food has been like almost zoomed in, it's appearing to the eye and it's appealing. And especially they're using the red oriental cuisine, which showing that it's from the east. And also they're showing that it's original. When they're using the chopsticks, the language, I mean the writing in Chinese. A big difficulty in teaching media literacy is moving learners beyond superficial interpretations of adverts and images. We discussed that the target market are women because they are mostly working in the kitchen, not men. This boy, for instance, simply reflected society's dominant interpretation that women are naturally responsible for washing dishes. Without being able to explain that this connotation was constructed by placing a picture of a woman in close proximity to a picture of a dishwasher. And then as I was looking through the magazines, I found many more advertisements with women in the kitchen. Here you have, this is a skip advertisement. The women are doing her washing. Here you have another woman in the kitchen. This is advertising stainless steel. Now what I'd like to know is if they replaced these women with two males, what difference would it make to the effect of the adverts? The ad is not going to appeal to anybody, I mean if they use men, because men really don't care whether you skip home or surfers as long as the washing is done. If you were paging through the first sight, you'd say, maybe you think maybe they're advertising a plumbing company or something like that. It's quite an ambitious task to challenge gender stereotypes because these kids are brought up from a very early age to see things in a certain way. They take it for granted that a woman's job is in the kitchen and a man must make the money. And I think the only way to transform society is for them to be able to recognize what is going on because it's reinforced time and time again on the media. One of Caroline's outcomes was to get learners to challenge media stereotypes. She asked them to design an advert that sells a product to people not normally associated with such a product. By breaking the stereotypical associations between, for instance, young men and motor cars, she hopes learners will become more media literate. They were being forced into being stereotypical because of the target audience that I selected. So for example, one group is going to have to come up with an advert for a car aimed at an elderly woman, which is quite unusual because normally cars are aimed at young, up-and-coming males. Okay, and obviously I want them to have some fun with it. I want them to be able to be creative and to not necessarily go with the way that it's always done, but also to be able to think carefully about every single word that they choose and the images that they've put across. What did you get? A cell phone for a female teacher. The groups choose pictures from magazines or draw their own pictures and write their own advertising captions to create an advert which will be interpreted favorably by the target audience. This forces learners to think about the connotations their readers will draw. Not only are the learners developing media skills, but they're also practicing a variety of language skills. I think on the whole they've been very creative, I think, which is great. I think that they've really tried hard to appeal to their particular target audience. But what I have noticed is that on the whole they have kind of done what the way of the society I think would expect. We chose this particular box because businessmen like glamorous things, even where they put their Cuban cigars and stuff. Advertising works with stereotypes. Part of a good media lesson is to develop a learner's media literacy to a point where they can see through these stereotypes. The washing part of the container is a masculine container as opposed to a soft feminine one. So in a sense, I think that's what works in advertising and that's the way that advertising does do it. As you can see, that's a car designed specially for old people. And it's also small enough for them. Knowing that a lot of greenies live by themselves, no children to take care of. And then also as you can see, we came up with the name, the name for the car, other called a WG, called Granny. So go Granny, go. I think that is a bit different as not the typical image that a granny has. So I think that was also quite creative and quite original. In follow-up lessons, Caroline will build on the issues raised in this lesson. Among the issues she will tackle is the difficulty stereotypes posed in a multicultural society. Learners will begin to see that the message they are trying to get across in their adverts might not necessarily be understood in the way they want them to be. For instance, in a multicultural society, some people might be offended by an advert trying to project a granny as a youthful go-getter. In order to develop a media literacy, learners should be aware of how they as consumers read media messages and be aware of the thinking that goes into the production of media messages.


Everybody forced here ripping two boxes of 2022 bowman draft super jumbo for Joshua E We're gonna try to get Joshua a Jackson holiday first woman auto here, everybody Let's do it Duke. Just grab the A's in In choice that means choice bowman chrome is down to 12 to go Well to go Yeah, Lane good order here Let's go Joshua. I try to make sure that Any paper ships No paper-based ship to Fripp live Try to find all of our 3,800 cards, there's a lot of cards. Yeah, there's a lot of cards Oh Wait, I forget these are all backwards, right? Yeah, the whole thing is backwards all of it Henry bolt chrome together Stop together Then Oscar Colas on the image variation or no It is right. It's been a while. Sorry been a while since we ripped this Yeah, that's image variation Colas are you go white socks? Fractors of Luciano J. Allen Starmac Ramos and a green Refractor auto Sal Stewart. That's pretty good start 89 of 99 first bowman It's a good start On the Sal What's going on here numbered card? Yeah, blue paper is snelling the 150 Padres Neto first I saw Judd Fabian first Fractors of Hassel Vazquez Lamar King jr. And Robert Ocampos. That was interesting to open. I know that Okay Trying to hold all the cards together as a thing in of itself Fractors of Kate Horton Jacob Milton a Christian Vakero and Austin Hendrick Say holiday base Does have a dimple in it. Unfortunately does have a dimple in it We'll go ahead and send a box and wrapper with the With the cards here got Dominic Keegan cutter coffee Yenji Rojas Mason Barnett and a Nate Furman refractor first woman auto to 499 Yes, tend to go on choice link is in chat all teams marked down all teams Very much so on sale very much on sale Thanks to Jeffrey grabbing Giants and Yankees great deals on those teams great deals on all those teams left Dude, no way. Hey, that's fire Tony man those packs They can hit monsters big congrats your gold pack Andrew and we're giving away two gold packs per mixer spot Per mixer spot the Tamar base in there. I'll pull that one out Campbell Parada Quava and Simon one awesome man That's not saying a minute ago. Nice those past those packs can hit big There's a reason they sell for at least like 65 bucks every single time there is a reason they sell for so much Purple refractor first woman Jacob melt and that was pretty solid 250 rocker boyde Blaze Jordan of Kunya and another Nate Furman base out of this time. All right a lot of Nate Furman going on around here Light blue Hassel my bad there 499 Daryl with some sapphire Daryl got appreciate you Daryl Daryl got a spot in sapphire. It's that it's again.  What are you doing shady? What's going on with this guy?  Invicta Jackson holiday refractor Tres Gonzalez, Artega, Menzardo and Muncie light blue paper out of 499 is going to be Canon white socks Elijah Green base Yellow lava Cade Horton first Bowman refractor to 75 Say Barreira Junkun Zina well Jose Salas true Baker and an Elijah Green base auto nice There we go. This has been a good box Elijah Green base first Bowman auto That'll work oh God dolphin noises to it Hallie and I can work on that lane. I think I might work on that a little bit One morning here before we go live. I bet Hallie could get it working. I could too. I just I Don't have work time to do to do stuff like that anymore. You know how it goes Brandon W with a spot in Sapphire reds gone in choice spots are moving here guys again We'll fill up whatever fill whatever feels first. We're breaking. That's what I'm trying to say We're it feels first. We're breaking in any order Down bad dolphins. Yeah, it's true. It's true down bad right now Braves Cubs ash Joe's Dodgers Marlins Brewer's Pirates Cardinals and Rangers Appreciate it Brandon either way appreciate it. Sean's looking at dolphins right now Dolphins McClain on the Invicta Regas Dominguez Acuña and Tanner purple paper to 250 Jason choreo Guardians There's the Merlin again a guy's 169 99 in Merlin. I pass the refractors right past them right past them refractors of Jackson choreo Ricardo Cabrera Victor Acosta Reggie Crawford in a blue wave first one auto Ignacio Alvarez the 150 a lot of bats in this one He was all bats actually it was Ignacio Alvarez the 150 blue wave auto first bowman Atlanta. Okay pretty decent box there South Stewart green is good Elijah green base is nice Second one come on Jackson Well, never tomorrow be nice. I never Elijah green would be nice as excited for Tom Brady in In bowman draft this year nacho. What's up? Candler? nacho Joseph D with two spots in the bowman chrome you mixer a no huddle spot from mr. Candler Joseph J with a spot in sapphire Oh, we're moving here y'all. Let's go. Let's go Star Wars sapphire with 12 Bowman chrome choices at 9 We've got gilded random teams at 145 99 per spot. You've got Merlin full case 169 99 a spot got mosaic choice at 124 99 a spot for football Lot going on here the mixer the mixer is a big one man the mixer Given away a spot. We're giving away a spot in the mixer selling 31 spots will random off See who's gonna get a bonus spot on the break? It's been the 31 that sold plus you're gonna get two gold packs for spot purchasing that thing You got a chance at the at that Jalen Hertz or keep it was shown earlier a sauce gardener We were showing earlier as well Invicta christian vaquero refractors of robert moore Uh yasha Mercedes pager panetta cane wallace Light blue paper nationals is brenner cox it's at 499 a coupon I don't know when the next coupon is I never know to be fair. I'm one except when the uh, when the code gets sent out I'm probably the last to know Purple to 250 is going to be bleak burkhalter first bowman Order's coming in now. I see davis with A spot two spots in sapphire one spot in star wars galaxy Dave killing it refractors of sprinkle morabelle capy Walker and a refractor first auto land in sims the 499 diamondbacks Where are the breaks they're taking forever? What do you what do you mean chiefs? Plus on oh come on candler you too Anthony's here. Oh boy Oh, no, I couldn't Berkeley would be fire. Yep See the second hottest name in this right now. I know he's like a top 30 or 40 prospect and mlb uh burkhalter mclean motz mire Purple to 250 paper is cole young first bowman green refractor green speckle actually is coby mayo out of 99 Did you get a spot in it chiefs? We're trying we're trying to fill it Can't can't just force people to buy spots Refractor is henry williams best things take time Except talk about they're fast that takes no time Joe lamp harry ford and a base auto of michael kennedy We'll break it right now if somebody buys 13 spots in it I'll break it immediately I literally said whatever fills first is what i'm breaking next Isn't that awesome you guys get to choose Isn't that great I made this a couple of Dustin harris on hill martinez brooksley refractor that'll do that's a nice one mead and vignan aqua out of 199 is parker messick fractors of alcantra munoz Leonard jair richey and aqua lava first autos zack maxwell to 199 You guys link or something here and then we'll finish up these last two packs for ashua Christopher a with a bowman chrome u spot so Let's see You get all teams heavily marked down in the uh bowman chrome choice and we've also got Star Wars sapphire down to 10 jackson there one second jackson holiday Fractors of miss rowski a jackson holiday refractor Bayez montgomery Just get too much I think so Love the packaging What's going on here? Oh light blue paper to 499 lamar king jr. Padres a lotter Got refractor of de hasus Romero crooks Melendez into purple Very nice first moment auto kevin parada to 250 That's a nice hit for sure that that'll do that's awesome that'll work Here we go parada purple get that one in a mag I forgot about parada in in 22 draft He's top mess prospect now. I think he's top mess prospect jc young base Deandrade martin jerk and elliott I didn't know if Ronnie was top. I guess some people may have had him top Either way parada is up there for sure I don't know what they're gonna do with him though. He's he's a catcher now. They have alvarez Don't know what they're going to do Aqualava first woman jake and miss rowski. It's out of 199 Fractures of burnabelle thorp. It's from our johnson mazure and a cutter copy first moment auto Decent boxes here Parada's nice just some good stuff in the first one as well. Elijah green the green south steward. So it's pretty solid Overall for sure appreciate the order joshua as always we will get these cards out to you in a bit


Today we're going to discuss just a few things dealing with transformations. You should have already learned about the basic transformations which I just have summarized here. These are your transformations that affect the x values or horizontal transformations to the graph. So notice all of these transformations occur inside right by the x value of the function. And then these transformations here are all vertical transformations. So these are changes that will happen to the y value. So it will shift up or down or stretch up and down. But notice that these transformations all are outside of the function. And so they affect the y values. What we want to look at today is rather than just seeing one transformation happen at once, we want to see what would happen if you have multiple transformations and how the order that you apply them make a difference. So what we're going to look at first is this first example that you have on your paper. So if you notice this function here that's given, the first thing you always want to look at is you want to identify what the parent function is or what toolbox function you're dealing with. So if you notice here we have a cube root here at the top. So the original function that we would be dealing with would be the cube root of x. So that's the graph that we are going to start with. So take a minute if you need to pause the video and go ahead and look back at your toolbox functions and see if you can just graph that parent function on the graph below. Alright, on your graph you should have a graph that looks somewhat similar to the one that I have graphed below. You do always want to look at a few key points just because then those are the points you can use in order to transform this function. Now that I have the original graphed, now I'm going to look at what different transformations are actually going to happen to the graph that I have. So first I will look at inside by the x. Notice that we just have an x minus one. So we're looking at our horizontal transformations and we just have one here because you just have an x minus one. And you can look back if you need to at what that means but x minus one is going to mean that your graph is going to shift to the right one. So all of our values here are going to shift to the right one. And I will do that in just a second but first I'm going to go through our vertical transformations as well. So horizontally we just have one thing and so it doesn't really matter the order that you apply that in because there's just one so that's what we would start with. Now if we look at our vertical transformations here, the vertical transformations are anything that happens outside of the function itself. So we have the negative two and then we also have the plus one. So vertically we actually have a lot happening on this graph. So what we would do here is you want to remember that vertically what you're going to start with is you're going to start with any multiplication that you have with your function. So any stretching, compressing, or reflections, that's what you want to do first. And then you'll follow that with any shifting that you have. So any vertical shifting is always going to be the last thing that you do. So here we have that negative two. Now the negative two actually does two things to the graph. The two will stretch the graph but then the negative sign will reflect the graph. And it's going to reflect the graph over the x-axis because all of our y values are changing. So those two things can kind of be interchanged. You can reflect and then stretch or stretch and then reflect. It doesn't matter at all because they kind of go together. And then our second thing that we have is we have this plus one at the end and the plus one is going to shift the graph up two. Whoops, sorry, not up two. Up one. Now these are all of our transformations and I always do the horizontal transformations first and then the vertical transformations. Now what I'll try to do on here is I'll try to sketch just one by one what happens so that you can see it all. On the paper I've given you a little bit of space so you can use two different graphs if that's more helpful. And if this gets too messy I can always start a new one as well. But I'm going to start right here. So this is my first thing that I'm going to do. I'm going to shift the graph one to the right. So each dot that I had before, I'm shifting it one to the right. So here I'm going to be off just a little bit on there. But that at least gives me my general shape. And so this blue graph, I'll label it with a one, is what I get just after that first horizontal shift. Now that I've done that, I am going to do my first vertical change. So I'm going to separate it. I'm first going to stretch everything by two. So stretching by two will only change the y values and it's going to multiply all of the y values by two. So where I am right here at zero I'll stay at zero. But this is at two one. It's going to stretch or multiply the y value by two so it will go up to two two. And then down here it really was at nine two. Well that's going to stretch up from two to four. And if I go in reverse it was at zero negative one. It will stretch down to zero negative two. And then over here it was at negative seven, negative two. It stretches down to negative four. So all of those y values I'm multiplying by two and I get that second graph. I'll label that with a two down there. And that was this second thing, stretching everything by two. So that's a vertical stretch. Now I'm going to have to switch colors on us. I'll go to orange for this. But the reflection, all that does is it takes all of these y values and simply makes them the opposite value. So if I start in the middle again I stay at zero because zero of course the opposite is just zero. But when I'm up here at positive two I'm going to jump down and now go to negative two. When I'm here at positive four I'm going to jump down and be at negative four. And then here when I was at negative two I'm going to be at positive two. And when I was at negative four it will now be at positive four. So notice I'm only changing the y values because vertical changes only change the y values. Now I know that's a little bit messy but that is our third change. We're reflecting over the x axis. And now that we have that we have just one thing left. Our final step is going to be this shift to move everything up one. So that's our fourth graph. And I'm going to do it in purple here. And what we have to do is we have to shift this orange graph that we had just shift everything up one. So again I don't like to do every single point I just like to use the key points that I've been using because then I'll get the general shape. My orange graph came in a little bit messy but we can at least get the right idea here. And our final graph will be this purple graph. So I'll label that with a number four. So you'll notice if we had done the vertical transformations in the opposite order we would have gotten a completely different graph. So you have to make sure you pay attention to the order with those. Let's look at one more example in order to continue to practice this idea. Okay, our second example is this equation. Y equals negative one half quantity X plus one cubed minus two. So if you look at this again your first step is always to identify the parent function. And here you'll notice we have a cubed. And so our parent function is the X cubed function. Again, feel free to pause the video if you want to in order to come up with the original graph of your cubic function. But I'm going to graph that right away so that we know what we're referring to. Let's see, does this final point fit on here? I think it just does. Okay, so this is a rough sketch of the original cubic function. Now what we're going to do again is going to look at our different transformations. So I'll start inside. Anything inside by the X is going to be our horizontal transformations. So when we look inside we just have the plus one which is just going to be one change. And in this case that is going to be a shift to the left one. So that's the first thing that we're going to do. And that's the only horizontal change that we have here. So that's all that we have to worry about. Now if you look on the outside of your function we're looking at any vertical changes. So like I said before we always start with any multiplication here. First, whether it just be a negative sign or a number. We have the negative 0.5 and what that is going to do is two things. It's going to compress by one half our function and then it's also because it's negative that is going to reflect over the X axis. Because remember it's a vertical change so reflecting over the X axis is what changes our Y values. Now we still have one more change to look at here. We have this minus two at the way end of our function and subtracting two is a shift. In this case it's going to shift our graph down. So we have four different transformations to do and we can just apply them in this order that we're looking at here. So I will first do the horizontal shift. We're going to shift everything to the left one. So I'll just try to make a few little dots here in order to make that happen. I can't quite see down here at the bottom but I think that that would be our first change so everything shifted to the left one and that was our only horizontal change. Now our vertical change is going to compress everything by one half is our next thing. So compressing by one half means all of our Y values are going to be divided by two. So I'm going to divide all of these values by two just the Y value. Notice they're just staying in line with the X value that they were with. This one's a little hard to see because I made it kind of messy before but see how that's a little squished together vertically? So that's a nice vertical compression in orange. And then we'll go to green. Green we're just going to reflect everything so all of our Y values we're just going to make the opposite. We'll make that a positive four. That's a positive one half. This one's at a negative one half and here is down at a positive four. And we get our green function and then finally we always finish with our shifting up and down. So here we're going to shift the entire graph down to. So each point that we had before we'll shift it down to. This one's a little tricky because it's at a half but we can figure it out and there we go. In blue we have our final graph and always make sure you clearly label what the final graph is on each of yours.


Hello. I am audible. So, I am going to talk about NFC, Near Field Communications and what are the things we can do with it. So, first of all, a little bit of details about NFC. Like, NFC is Near Field Communications. It is a very short wireless signal. It uses modulated electrical waves for transferring our data. And, like, I think you all have experienced NFC right outside all the sponsors in the check-in desks. You can just tap your card using NFC counters. So, that's one of the places where you are able to use NFC. It's being used in payments, obviously, where everybody is using it. It's used in social media check-ins, hotel check-ins, and a lot of other things. So, I'll quickly run through a bit of history first. So, here's how NFC has come, where it is today. 2004, Nokia Phillips and Sony started working on it. 2006, the first phone with NFC came up.  And, finally, Apple is also in the bandwagon from 2014. So, I will first mention what are the positives we have about NFC. So, as you can see, first of all, pairing is not required. So, this is something interesting about a communication channel, where I guess you all know about there is Bluetooth or Wi-Fi, where you need some kind of authentication. You need a user input for pairing the devices. NFC is one where inherently that pairing is not needed because of the proximity. You know that they are physically close to each other. It's versatile. You can have NFC readers or NFC cards in various formats. You can have NFC readers stand alone on a laptop, on a mobile device, on a tablet. Minimal power usage because the NFC, generally, when it is not being used, it's not requiring any energy at all. So, again, another positive. User interaction, like I said, you don't need to interact a lot. I mean, there are a lot of ticketing facilities and hotel check-ins, where all you need to do is actually tap. You don't need to interact with the screen on your device at all. So, all these things leads to a very seamless procedure. Obviously, if there are pros, there will be some cons. So, one of the biggest cons of NFC is it has compatibility issues because NFC, where it is today, has come via various different companies, funding it, sponsoring it. So, at different points of time, different people have led the development. So, there is RFID, there are a lot of different protocols in NFC and not a lot of things are compatible with each other. The speed is very slow. For a practical usage, like if you do device-to-device data transfer or NFC, we can practically get around 10 kbps data transfer speed, which is comparable to something like Bluetooth or Wi-Fi is very speed. Also, the network channel itself is just a raw channel where you are sending bytes on it. So, any kind of encapsulation you have to do for security needs that you want to do, that the communication channel itself is not going to provide to you. So, that's something you have to add at the developer's level where you are going to make creative implementation. And due to the same reason, there is no error control or flow control on it. So, even your simple acknowledgement commands and the not-acknowledged commands that also you have to device out yourself because the channel is just a raw stream of bytes. So, when we talk about NFC on Android, here are the things that we can actually do with NFC on Android as of now. We can read NFC tags or cards, like a lot of you will have credit cards or like I'm from Delhi, so our metro cards are also NFC enabled. So, all these things, your Android device can read these kind of cards, that's one facility. You can use your mobile as a wallet. Most of the phones have an inbuilt secure element, so in India, Google wallet is not all that prevalent but outside, a lot of people use Google wallet and it's really widespread. We can beam data from one mobile to another. I think that's something that a lot of you might have tried already. You tap your mobile for sending something like contacts, I feel it is very helpful. You can just tap your mobile to friends mobile, beam the contact to him. Then, two of the more interesting things we have recently after Android KitKat is you can emulate a card. Basically, your device can work as a card, like if you have the kind of things I mentioned, library cards or metro cards or credit cards, these are all NFC tags. So, your device can work as such a card, which is a completely software based emulation. So, we call it host based card emulation. And regarding that, we also have a reader mode which also has been introduced in Android KitKat. So, this is basically a diagram that you can have a quick look. This is how the NFC software is implemented in Android. There is the Java layer and then there is the libNFC controller which is at the C layer. And your apps are directly conversing basically with the NFC adapter layer. So, first of all, let's talk about how you discover tags. So, basically in your Android device, these are the three intents that you can use as intent filters. So, if your NFC tag has a properly formatted NDF message on it, so this is the first intent that you can catch. In case this intent you are not catching, the action NDF discovered, or if your card does not have a properly formatted NDF message, just a couple of slides later, I'm going to show what the NDF message looks like. It falls back to this. And finally, if your card does not have any data or the data is not properly transferred, you at least get this intent which is a tag discovered. At least you know that you have tapped into something, you don't get any other data other than that. So, these are the three intents that you can use. Is a flow diagram that you can see like, if there is a NDF formatted tag, NDF discovered and it goes finally to the activity if it is an unmapped tag, then via tech discovered it can go and finally, none of these are caught, then you can get a tag discovered command and you can move on to your activity and start using the NFC data. A bit of example code which shows this is a very simple code that you can create this kind of an app like this and if somebody else taps onto your mobile, they will go into another website. So, if you have a NFC card somewhere, the NFC tag somewhere and that app is installed, you tap onto it, that app opens and that app takes you to the developer.android.com website for example. This is the format of the NDF message like I was saying. So, an NDF message contains records and each record has a header and a payload. So, if it is formatted in this manner, then it is the easiest way to work on Android using an NDF format. Now, we will move on to beaming, the second way that this was introduced in Android ICS 4.0. So, beaming as we all know, you can tap devices, we can send data from one to another. This uses SNEP which is simple NDF exchange protocol. Basically, your data is sent in format of an NDF message. The only thing is this is unidirectional in nature. When you tap, during one tap, you just can send data from either from A to B or from B to A. If you want to send any data back, you have to remove the devices, tap them back again. In 4.1, something very interesting happened. Layer was added, what it does is you cannot send a lot of data at 10 kbps period. You cannot send images, videos, or audio, stuff like that. So, what Android provided was, if the data is bigger than a certain set limit, which is usually 64 kbps, so what it does is it pairs the two devices via a secondary channel, which is like, say, Bluetooth for Android Beam. Samsung has an S Beam protocol which uses Wi-Fi Direct. As a developer, we can implement some other secondary channel, which is faster than NFC. So, the pairing data is shared via NFC. The devices get paired and the actual data gets transferred via the secondary channel. Then we come to the final thing, what NFC very recently has started allowing us on Android is the host-based card emulation. So, this was coined by SimplyTap in 2011 and Synogen Mod and SimplyTap had a partnership and they tried to bring host-based card emulation. Finally, in Android 4.4, Google has brought official host-based card emulation. So, you know, I will just show what the difference is. So, this is what happens in a device that is older than, say, Android KitKat which did not have host-based card emulation on it. So, when your NFC reader, that white part is your device, this is your reader, when it tries to read, your data is directly sent to the secure element. So, your device always has that same ID, which we get back from the secure element. There isn't a lot of documentation about the secure element. So, you can use your mobile only as one kind of a card, like your Google Valid card as it had been in practice. What host-based card emulation does is it allows you to, it allows your device to act as many different cards by different applications. So, you are not always forcefully redirected to use the secure element present in your phone. Your app can behave as a card. It can have its own security protocols. It can have its own ID. So, as you can see, there is, I think this one visible, it says select AIDX and that says select AIDY. So, depending on AID, AID is basically the ID that your reader sends out, what kind of card it wants to read. Depending on that, your NFC controller will either send data from the emulating app or it will use the secure element. So, here is a kind of an example system that using software-based HCE, what we can do is the security, we can move to the bank and use its own security layer in the cloud and not require to use the secure element that's present on your device. So, you can use the same device as a Visa card and also as a Mastercard card because they will all have their security implementation, their AID implementation, all of that, the software will handle it. So, in host-based card emulation, the data is transferred not via NDEF messages, instead each packet is called an APDU. An APDU is at least 256 byte in size, which is always. In some certain NFC chips, they support something that's called an extended length APDU, which is 64 KB in size. As a rule of thumb, you can say the NXP522 or the 532 chips made by NXP semiconductor, they don't have this extended length APDU supported as of now. Other than that, most other NFC chips do support 64 KB size packets. So, these are some of the example commands that you can send. The reader can send this kind of commands, select AID or put AID. So, using these commands, it can get the data. So, I'll just show how this works. So, for example, this is your reader device in your card device. When they come close to each other, on-tag discovered callback is generated on your reader. When you get the on-tag discovered callback, inside the implementation of your on-tag discovered, you will have to send the select AID command. So, when you do the select AID command, your card will, the device that is behaving as a card will reply back with a certain ID, which you have set already inside that app. And then after that, you can start doing a lot of get data and put data calls. So, get data is going to fetch data. With put data, you can change the data that's already in the card. And all of this, the card itself on the reader device is just a software stack. So, you can have a card with unlimited amount of data. And whatever you want to change on it. So, here, something interesting that happens is, host-based card emulation can also allow something that was not possible earlier. It can allow two-way sustained communication. How you can do it is something, a little hacky kind of implementation. When you do get data, you get something back. And it has got a status word, which says that the data was successfully sent. It's an okay status word. So, what you can do is, you can just ignore that fact. And you can ask or keep asking for more data. As long as the devices are close to each other, you can keep on running the get data commands. And you can keep on getting data. So, that way, if your data is larger than 64 kb in size, you can run it through an iterator and fetch the whole data. Again, you can run another iterator for using your put data calls. And you can send data to the other device. So, in this method, what we can do is actually you're not using the devices as a card or a reader. You're just using as two devices that are talking to each other. The channel will obviously be half-duplex in nature because at a time, only data can go or come. But when the whole communication is finished, you have actually been successfully done a two-way communication. You have sent data, you have got data. So, finally, this is just a diagram I wanted to show when I mentioned that there is a compatibility problem in NFC. As you can see, the top layer are some of the implementations. The NDEF is a protocol. SNEP and LLC are the layers by which these are implemented. The green boxes are the types of cards that we have today. And finally, the purple boxes at the bottom, they are showing the kind of hardware that we have today. So, you see, it's a very fragmented system. But still, we can make our way through it and achieve something out of it. These are the current users that NFC is used in. A lot of people think that NFC is used only in payments. But NFC is used like this smartwatch. So, I tap it to my phone and it gets paired. These kind of things are used. Social network check-ins, ticketing, healthcare, automation, a lot of things are being done. And there are a lot of new fields also coming up, which are using NFC. So, I'll talk about some of the limitations also. So, it's a very nascent stage in industrial application. I mean, I am yet to see somewhere where NFC is using really widespread.  So, let's hope something happens. Secondly, again, due to the fragmentation at the hardware, the LibNFC library is very fragmented. Different devices have different implementations. And like I mentioned, some of the NXP semi-conductor chips, they don't support the extended APDU. They don't support host-based card emulation. These are the problems. So, with that, I'll be ending it. I think I have a typo. Thank you.


from the Hard Rock Hotel in Las Vegas. It's theCUBE, covering Hoshokon 2018. Brought to you by Hoshokon. Well everyone, welcome back to our live coverage here in Las Vegas for Hoshokon. It's the first industry security conference dedicated to security in the blockchain. It's presented by Hoshokon and also the industry. It's an industry conference, it's not necessarily a Hoshokon. So I'm John Furrier with theCUBE for our coverage. Our next guest is Kinsey Cronin, Vice President of Business Development, Prime Trust. Welcome to theCUBE, thanks for joining us. Thanks for having me here. So crowdsourcing and crowdfunding, all this has been a big part of it. I mean, terrorists are funding through Bitcoin, you got all kinds of things going on in entrepreneurial spaces. So it's certainly the money's flowing with crypto. What do you guys do before we get into some of the things that we want to talk about? What is Prime Trust? Take a minute to explain your business model value proposition. Absolutely, so Prime Trust is a trust company. So it's a regulated financial institution that holds funds between transactions, between businesses. You could also use Prime Trust to create a trust account for an individual as well. So what our value is in this industry is that we hold crypto assets, which very few qualified custodians like us exist to do that. So that's a really important part of bringing in institutional funding because institutions are looking for qualified custodians as a regulated place to keep funds and they want to get into crypto. So it's a very important part of the puzzle. So custody and custodial services has been a big topic here at OjoCon. Controversial on the keynotes as well because the purists will say, hey, like Andreas, why don't we need custody? If it's working, it's the same old guard with new faces, new business cards. It's not really revolutionary and that's on one end. On the other end of the spectrum is there's so much growth and activity, we got to have trusted partners to actually help us manage the risk and do these things. So you have, again, two spectrums. What's the story? What should people understand about these two dynamics? Well, what I think, yeah, what I think the keynote you're talking about, the idea is we are just trading one type of banker for another type of banker, right? That's happening anyway. So you are, you're trading one type of financial system for another type of financial system. The question is, what does that look like and how can we be secure and safe in that space, right? Personally, I'm a big fan of anything that requires some kind of a license, right? And it's not because I think it's really fun to go through the bureaucratic process of getting a license or filling out paperwork, but it's really because that, once you have a license, that license can be taken away from you if you misbehave, right? And that's really important. So if you're following the laws that are set forth that are designed to protect people and then you break those laws, then you're not allowed to do that anymore, right? So that's what you get out of having regulation involved in this space. It's protection and it's making sure that the rules are being made. And by the way, the regulation is happening anyway, so that's another thing that's happening. Yeah, the regulation is happening anyway. And that's why these very smart people who are managing billions of dollars are looking for that. They're not saying, oh, cool, you have a website with technology that I don't understand. You're telling me that you can safely hold something, but there's no other protection there. There's no liability. You could just mount Goxme, right? And so there's got to be a way to get some sort of regulation in there. And I know there's a lot of opinions in this space and obviously I'm very much on the side of regulation. Yeah, and it also, it makes a balance. Within the day, those are polarized positions, but I think the industry recognizes growth. They're recognizing the domicile problem of companies and governments. So the question is, you know, really the license is legitimacy because people want legitimacy, trust, and growth. Yes. At the same time, what the other side says is, hey, you know, who are those people making the laws? So who's taking what away? So again, this is the ecosystem who will solve these problems, in my opinion. And I believe that, you know, as much as I love the purist view, and I think this architectural technical things that make that happen, at the end of the day is the self-governance of the community really is what needs to happen here. And so that's where the growth comes in because if real money is coming in to the sector, you got to have parties that are trusted. That's my opinion. All right, so what do you think about the conference here? What's your takeaway so far? I'll see, it's a kind of diverse background you got.  Yeah, we're in a really funny time in this space, I think, because you still have the Bitcoin garb and the flashing glasses, and then, yeah, you've got people who spend 20 years on Wall Street and now they're in this space. So I've seen that actually a lot lately in the last year at these conferences, and it's very interesting. I love when both sides can come in with an open mind to the other because you think there's something to be learned on both sides, absolutely. So for the people who have been in the traditional regulated space, they are getting all this inspiration and the possibility of doing things differently. The financial system that we have now is one, it's essentially a very old house that's just been added onto and built and there's corridors going into stairways that don't go anywhere, right? And that's something that needs to be fixed and it is being fixed. Well, security is a driver in all this, and I think one of the things I've observed here, I'd love to get your reaction to, is you have the crypto world that's certainly changing a lot of dynamics on the global scale. You have cybersecurity and then you have fintech. So you guys, and this is where everything I think is a melting pot, which is interesting. You have all these things happening, but at the center of all this is security. It's almost like we're all swimming out to the raft and whoever gets there first and wins the security model, wins it all. Well, I think the conversation all threads through security. So the cyber conversations we've had are like, okay, cyber security for individuals and nation states, cryptocurrency for protection and freedom and inimmutability ledgers and all those great supply chain aspects. And then you've got the fintech, which is like, hey, people want to do business. So you have the entire changeover on the financial services side, all kind of happening. Yeah, yeah, I think that they're all going to be contributing to a solution. Each one is going to learn. We're really open-minded at Primetrust. We want to build and grow. We know that we're in the most embryonic stage of this. And so we don't know exactly what's going to come next or what's going to be down the road. And we want to be informed by everybody that's around us at a place like this. Yeah, that makes sense, because you have to work with the industries. So take me through, I want to ask you a question about your job. So take me through the day and the life of what's going on at Primetrust. What are some of the things that you guys do, customers, and what are they asking for? What's some of the issues you guys are solving? What are some of the dynamics? Can you share some color around that? Sure, so our main services are, so we are a trust company, so we do escrow services and we do compliance on all of the escrow that comes through our ICOs and STOs that come through. So that's AML and KYC. That's really important. What distinguishes us, I think, is a real game changer for our customers is that we're really a technology company. And we have API stacks that allow for companies to build their businesses on top of integration so that they have customers coming in and making accounts on their website, their dashboard, their platform, and that's all feeding directly in. They're actually making an account at Primetrust. So you're building, you're targeting folks saying, hey, we'll take care of the heavy lifting on KYC, AML, and all the stuff that needs to happen. That's heavy lifting that's around custodial services. Custodial services, escrow services. Yeah, so it comes in, we can hold it, we can review it. You're not having asset managers also holding funds, which is a problem. So you're not needing to touch the funds at all. You can just do what you're trying to do in this phase and we'll take care of that aspect of it. That's entrepreneurial side, that's the STOs and the ICOs. What's the alternative for your customer? Build their own, go with unknown shop of their other. So if it's a great service, sounds like a great service and takes a lot of pressure off to build out of an opportunity.  There's a few, I mean, it's to hold your own funds, right? Figure that out on your own. In the case of many different types of funds and businesses, their boards are not okay with that because it's too much risk and liability. So in many cases, the alternative is don't do it yet. Just keep watching and waiting and wanting to be in crypto but you can't yet. So, and we're seeing that a lot that there's like a sigh of relief when we finally have this conversation and it turns out it's extremely easy to make an account with us and suddenly that major roadblock is just gone. So that's what, that's the kind of big solution. Accelerates the opportunity. Takes the risk off the table a little bit and accelerates the opportunity. When the SEC decrypt, yes they was reporting that the SEC in the United States is actually going into ICOs and having them return their money because of they. Of course they are. Well, of course they are. That makes sense. That's, they were always going to do that just because they make a statement and slowly decide how to act. Because look, last July is when they said we're going to do this and most of the crypto community said you can't because we really don't want you to and we are going to tell ourselves all these excuses for why it's not possible for the US government to actually pursue this and why they won't really do it because they're dinosaurs. And that's just not how the government works. So the way the government does work is that everything takes a long time and it's all thought through and there are a million different approval processes within the system and they don't tell you anything until they're really ready to stand by whatever statement they make. So they leave you in the dark for eight months a year, whatever. Well, you guys have a good opportunity. So I got to ask the question, what's the business model? How does someone engage with you guys? Sounds like they go in and create an account. Is there a fee involved? What's the fee? Can you share the engagement that someone would engage with you on? Sure, so they can visit our website which is primetrust.com. They can email me, Kinsey at Primetrust, pretty easy. And we have different pricing for escrow services versus custodial services. And we actually pay interest on any fiat that we hold in custody and we charge a monthly basis point fee based on how much is in custody with us. And where's you guys located? Where's the company located? Headquarters is here in Nevada, in Las Vegas. I'm based out of Los Angeles. We've got some team members in San Francisco and New York as well. That's awesome. So let me ask you a question. How did you get into the space? What's your story? I got into the space. I started out in equity crowdfunding. So I was working with companies that were raising capital under A+, Reg D, and Reg CF. And I was in the trenches with them figuring out from like the very earliest days how what the laws were going to look like, launching companies the day the regulations came out or came into effect, and then sort of working through that. So it's been an adventure on that side. And then my first experience in crypto was at a meetup in Santa Monica where companies were talking about raising $40 million in 10 seconds and they were also pitching in methods like I knew were not legal. So it was kind of just draw dropping for me. Well, one was how did you manage to get that many people to want to invest in you so quickly? Because it's a struggle for many companies. And then, so that's amazing. I want to learn more about that. And then also, did you know that there's a more legal way to do this? And that you're putting yourself at a lot of risk. So that made me really want to jump in and figure this out. So you got totally intoxicated by the Wild West. There's a problem they got to be solved in there. It's kind of fun at the same time because you know, as long as those days are over, thankfully so, because it should be more legitimized. And it is getting there. I think security tokens are a good sign that people are moving more to security tokens, at least in the U.S. The legal firms, the service providers are starting to get leveled up on some of the new things. And that's good. It's still expensive to run the process. It's like on public almost as a startup. It's almost ridiculous in my kind of had the same view. We're the gaps, in your opinion. So you know, obviously look at the crowdfunding which has been great. You see all that stuff happening. This essentially is a decentralized efficiency around disrupting venture capital and other fundraising, which is great. We're the gaps in your mind from a service provider standpoint, from an ecosystem. Where's the to-do item? What needs to get done faster? Where are the gaps? I think everybody's building out their technology to make everything easier. Currently, there's a lot that's done manually or just too manually and needs to be more automated. And then I think there's also a lot of education on both sides that needs to be done. That's I think a huge gap. There's a tendency to create echo chambers and so you end up talking with people who just won't even consider the other side of it or the possibility for change in whichever area they're in. And that is, I think we are going to see that come together, but that tends to hold people back. Kidzie, thanks for coming on and sharing your insights. Great to have you on theCUBE. And good luck with Prime Trust. Thank you. Okay, there's theCUBE live coverage here at Hoseokon. I'm John Furrier, stay with us. More live coverage after this short break.


Wari jai mukhi nivu vatsa vela It's believed that all classical forms are derived from the dance of Shiva who is the dancer amongst dancers and when we describe his dance it is believed that the sun and the moon were his adornment when he danced If you see every temple be it Shiva, Devi or Krishna or Vishnu right from the crown to the beautiful adornment on the feet everything is beautiful temple jewellery of course it's pure rubies and precious gems and diamonds that we use just taking off from there the dancer who used to offer her dance in the temple Devadasis used to perform in the temple they used to adorn themselves as well with the temple jewellery and that's where I think the connection was because the temple it's known as the temple dance it used to be performed in the temples and the dancers had to look spectacular for the Lord it was not for ordinary mortals that they got dressed they got dressed with the best jewellery and the best kind of fabrics to actually to actually offer their art form to the Lord Today in a contemporary context as a symbol of that great connect we use the sun and the moon on our part of the jewellery to show the connection between Shiva and the dance and we have beautiful head gear and earrings and necklace and beautiful bangles and rings which adorn the dancer and of course beautiful belt that enhances the waist of the dancer and all this is actually heightens the experience of the dance because if you see the dance minus all the jewellery and the beautiful aharya it will not have the same effect as you see bedecked dancer on stage saying what she has to say adorn or ornament is an important constituent of the material culture of any society in the Indian context the earliest depiction is seen from pre-indistimes in the indians valley civilization you have the famous dancing girl with profusion of bangles and a simple necklace very important are the terracotta beads and even more significant the etched carnelian beads these are long red tubular beads which are quite famous of the Indus valley and they were even exported outside a very important textual source is a natishasra bharatmani in fact that gives great details of a variety of ornaments as for example you have lotus shaped earrings you have ivory earrings shaped like leaves which can be seen even in the 7th century AD in the Mauritius and Cushan sculptures you see figurines wearing a single stranded necklace or double 3, 5 like duladi, tiladi or pachaladi in Hindi and they are clasped together by rectangular clasp perhaps of gold jewelry had reached its zenith by the Gupta period between the 4th to 6th century AD in the Ajanta caves cave 1 we have the famous painting of Bodhisattva Padma Pani with wearing an ekavali an ekavali is a single string pearl necklace with the central bead of Saffa purest form of metal so when we buy that it is a connotation that we are bringing purity into our home and that purity is somewhere going to manifest in our action and thought SSEF that gone for certification now for the round gradation we had two options we made mocks for them one is either with the pink diamonds from moving from rubies to pinks to white or we do complete rounds so once we get a go ahead on that we can go ahead with ordering the diamonds which one would you prefer pink diamonds pink diamonds when people look at Indian jewelry they have generally the connotation is of heritage royal jewelry what we are doing is to have to put India on a world map where it's more of with a lot of appeal so it can't it's not only worn for very traditional Indian functions it will be worn by Indians, Chinese, Swiss, Germans the sensibility is very international the finest craftsmanship the highest quality diamonds the innovations which are there we have centuries of tradition we I think we had jewelry before probably any other country did and appreciation for that so we have sold through Christie's and Sotheby's we have sold a necklace for 8 million dollars so today 8 million is 55 crores yes we have sold another necklace a Golconda Lotus necklace it was also sold for around 25 crores and one was sold in Christie's one was sold in Sotheby's every diamond in the necklace was D color which is the finest every stone in the necklace was either internally flawless or flawless additionally every stone was type 2A which is the purest diamond that can be had so a necklace like this had never been done before in history and it was an exceptional collection of stones that took a long time to put together the graduation was beautiful the execution was beautiful it was one-of-a-kind piece that would be extremely extremely difficult to duplicate In the year 1966, the German Junior E-Export Promotion Council was established under the Ministry of Commerce, Government of India since then we have never looked back we are going front and front and ahead and ahead I'll tell you in 66 the total export from the country was 10 million dollars which is approximately 40 billion dollars today we were a small player in diamond manufacturing worldwide but over these three to four decades India became one of the largest manufacturer of polished diamonds today we roughly control about over 65% in terms of value of word production of diamonds and about more than 88 to 90% in terms of volume of the diamond business principally what globalization did was allowed India to play in a global market we've had very restricted policies in terms of import as well as export by opening those policies Indian manufactured jewelry is now available to the rest of the world where import duties are reduced and are encouraged out of India I think that has played a very big role for us to become international players from just national players that we were about 20 years ago the primary job is to liazo between government and the industry so we interact and liazo between government and the industry to tailor make suitably exempt policy we also promote the budding designers since last couple of years we have been doing India international jewelry week wherein we invite about 50 international media and journalists and international buyers they come and see and we show them that made in India is not a copy of Versace it's not a copy of anybody else we know we have our originality and we produce it to them from government jewelry industry of India counseling is always there to build a bridge of friendship much more than people no problem we said okay okay how much? it's a very complex piece India to us is really the most important manufacturing center and that relationship is well in place over the years our number of our suppliers our big suppliers are based here the manufacturers important to us and of course everybody knows 90% of the diamonds in the world are cut and polished here and that's the most critical aspect for us we have a diamond sourcing division of our company but in terms of jewelry manufacturing we're not manufacturers we are retailers and we prefer to have the experts do the manufacturing for us they're here I mean the largest primary color gemstone miner in the world we sell more in India so our rough goes from the auction gets exported to India to the companies that have won and then they cut and polish the stones in Jaipur and they come to all over India and all over the world actually we're looking for distributors over here that had the capacity capability to push our brand also in the local market like we do in US, like we do in Russia, like we do in China that's what the future I believe is India by having these shows you bring different areas together you've got Antwerp here, you've got Thailand, you've got people here from all over so it's a great platform for different sectors to meet I've been in the company about 32 years and I remember when New York City was the big show twice a year in January and then in the summer JCK came about in Las Vegas 20 years ago and that was revolutionary at that time and I've heard about the growth here at IIJS and it's amazing to me my first time last year I felt like I was in Las Vegas everything's running very smoothly yet to see a day when any export or import parcels for more than 24 hours over here is never held up unless there's some dispute on the valuation otherwise as far as normal routine is concerned all parcels live within 4 or 5 hours of display it's coming into this place, it's that efficient I don't think another customer house like this exists anywhere else in India to be a member of the World Federation of Diamond Boosters you need to have a trading hall so this is a trading hall mainly for international buyers so when an international buyer from another boost comes to India and he doesn't know any of the people selling diamonds or wanting to buy diamonds then he gets a letter from his boost saying that he's a member in good standing based on that we give him entry to this trading hall and all his demands will be put up on the website electronically and people will come and show goods over here they will negotiate the prices, determine the prices he will then get an invoice made out walk over to customs and export the goods of course the payment since the banks are also here money is first transferred and export takes place immediately SEZ is a new concept which help emphasizing a point that we should be exporting goods and not the taxes SEZ basically ensure that all the input which comes to the factory for production is free from any tax and apparently it reduces the transaction cost working capital cost and actually it helps to export the product in a very efficient and competitive way after SEZ was introduced number of very important steps have taken place one it allows us duty free imports which means an industrialist is ready to put money into setting up an industry without the fear of having the burden of having to pay large amount of duty on imports gold also is imported now freely into the country with no duty as long as it's being exported so the zones don't have that as a problem customs is located within a bonded area so we do not have to travel to the city stand in line for our exports to go out there are large custom facilities within the zone itself that allows us to export Subash, don't forget tonight it's very important that 1030 the list, the last 15 or 16 total 11,000 in the special economic zone one big advantage there all exports and imports are regulated no import can take place, export can take place without the permission of the development commissioner so banks knows very well what's happening around with the working capital given to them whether it's being used or misused this is a one-time order to Walmart in US 13,000, 14,000 pieces, individual pieces we are shipping today so one of the biggest customers and one of the biggest shipments now the season starts every week we're going to have that much pieces to be shipped right now we have about 200,000 pieces to make every month confirm orders Tara Jewels is predominantly into manufacturing of fine jewelry by fine jewelry I mean jewelry in platinum, gold, silver precious metals using or studied with diamonds, colored stones and other precious stones our basic exports go to the United States Europe, Australia, Canada, South Africa so we literally export all over the world China is also an important, that whole sector of China is also an important market for us our major customers are companies like Signet Corporation which is the largest jeweler in the world Zale Corporation, largest jeweler in the United States Walmart Corporation, the largest retailer in the world Fushini which is the largest retailer in the South Africa Bevels, one of the largest retailers in Australia so we cater to the blue chip companies of the world 50 years ago it was the largest in Belgium later it was the largest in Israel and today in the whole world the most diamond cutting is in Surat 100 pieces of polishing in the world 92 making only in India in 1964 when I came to Surat there was only 200 diamond cutting workers in Surat more than 5 lakhs today only 6 crore was exported to India today more than 1 lakh crore our raw material is from the entire world direct supplier is also from DTC direct product from DBS direct product from Russia comes from BHP Canada and we take as much as we want from the market second is manufacturing which we polish raw material so we sell huge products in the whole world in more than 100 countries and our products come from the entire world and through internet our products are sold online too we insist that every diamond that is coming in should carry a certificate of authority we ensure that no unethically obtained diamond is finding its way into the country and we are very active in Kimberley certification if any worker has any problem first of all we take his medical insurance second thing is that if someone gets distracted then the company gives half a lakhs to someone the lunch here is free no charge there are 3,200 people in the building 4,000 capacity but the 3,200, 3,500 people every day they eat the company provides it no one takes any money and we also eat here I am originally farmer's son and farmer also I can do everything in the field I am studying only 7 Gujarat I am when I was 13 years old that time I come to Surat I told you that I was a 200-year-old worker then I worked in a 6-year-old factory and in 1970 I started a factory with 3 partners only with 2 workers today we have more than 5,000 workers and 5,000 crores of employees the most important part of my training was working with a firm in New York by the name of Carvin French which was founded in the late 1940s by a Swiss and French 2 partners it's still there, still in existence it remains an extremely high-level workshop clients included pretty much every major house every major jewelry house Harry Winston, Bulgari, Tiffany, Cartier Verdura, a lot of the larger diamond houses William Goldberg, Louis Glick, Asprey so I worked with them for 8 years after that I started my own business which I had for 12 years thank you I was at a crossroads in my business in the sense that the economy was shaky my lease was up I was going to have to build a new facility which I wasn't comfortable doing because I really felt I couldn't get a read on the economy and I was attracted to the prospect of building something like this and in many ways recreating the experience that I'd had at Carvin French where I could take the cumulative knowledge that I'd gained over the past 30 years plus and put it to use and create this you know, have the opportunity to create this and you know, it was a natural progression everything fell into place at the right time you know, it's quite unique for an American to come to India normally we think of it the other way around sending Indians to America for IT and he has probably over 50 years of experience in jewellery working with the finest houses he does a lot of the research and development to enable us to come up with the finest creations in the jewellery industry I would say is older than the city of Jaipur it actually started in Amir due to the patronage of the erstwhile royal family of Amir or the Maharajahs of Amir at the time of Akbar Mirza Raja Mansingh first brought this art of enabling on gold to Jaipur and he brought all the carriages or the craftsmen from Lahore this is not what we are asking it seems that our people's thoughts our ancestors they were well-known in Pakistan and that's how they taught their elders and that's how they taught their elders actually the royal family of Amir was an art from the time of the Maharajahs we only looked at it from that perspective and that's how it all started look at the work that is being done by the machine we used to have a Japanese team and they took us there but no one was able to cut the ultra-nets of the royal family this is what we should do we should be able to take care of the royal family we need to convert the gold we need to prepare the sheets we need to give them some heat and then the royal family will be ready this jewelry is basically a wedding jewelry the royal family of Amir but then in the last 20 years we have lots of designers coming in this field and they are designing lightweight jewelry also with this art to fulfill the demand of youngsters and also the international market we have introduced fusion jewelry which is a combination of traditional Kundan Meena combined with modern setting techniques for centuries Jaipur has been the biggest centre for the lapidary industry for the jewelry industry and it is just because of the royal patronage during the Amir period it was mostly garnet cutting and polishing and garnet was found near Kishangar not far from Jaipur and this emerald cutting came much later I believe and I feel so because of the expertise in cutting garnets some jewelers of Jaipur brought rough emeralds from Columbia and then this emerald cutting and polishing industry flourished in Jaipur ever since and that was I believe in late 19th century 90% of the emerald cuts in India and they are the biggest exporter of emeralds to the world even majority emeralds and a lot of semi-precious like an amethyst, blue topaz, zircon all kind of colour stones it comes, I mean they do cut in India nobody can beat the pricings and the quantity especially which they do it more than in Jaipur Jaipur is a hub of a colour stone we make some of our jewelry in here in India and some of the colour stone we cut it in Jaipur and all celebrities which work with them right now they wear those jewelry from India this year we had Pamela Anderson we have Holly Madison and we have all the celebrities wear the jewelry from India which is done in here and they know that this business was started by my forefathers during the time of Mughals our family has been associated for centuries with this trade well we are trying to maintain the old traditions and making jewelry using the traditional techniques traditional designs but making it more contemporary earlier a lot of stone cutting and polishing there were a lot of jewelers involved in that but there were very few manufacturing jewelers like us and in those days in my grandfather great grandfather days most of the clients were the Maharajas or the lords or the feudal families who could afford expensive jewelry and that has been continuing we manufacture everything by hand because we have the workers we have the craftsmen who are doing it and we don't make bulk pieces we make one of its kind pieces we are making jewelry also collecting jewelry going to different villages we travelled from Himachal Pradesh to Kerala looking after how people make jewelry so we wanted to know how, when, why people wear jewelry so we used to design kicking inspiration from old designs or combining old pieces and new pieces making something fantastic my customer who are basically either Thika artist or film artist or people who have knowledge about art when they can wear for a functional event and they don't find anyone else wearing such jewelry that's why people like Halle Berry or Luchi Lu or Megan Fox Drew Berrymore or Jennifer Lopez they don't say, you know they are corrective Gramrapali pieces because they were bold and beautiful so all my pieces which has international look, a universal appeal their soul is always very Indian years back we did not know the technology to create Hallmark compatible silver jewelry and hence the silver jewelry used to be going out of India as piece of metallic jewelry India's silver is going as silver jewelry as sterling silver and guaranteed and you examine it anywhere in the world and we stand the test of time This work can be done for 30 to 32 years 30 to 32 years of age and if it takes 5 years to train then someone from 16 to 15 years of age can learn this work and become a mystery and become a mystery and can work for 10 years and then they can stand up The offering from the jewelry division of Titan Company Limited which happens to be a metallic company and this industry which is among the oldest in India we bought transparency and operations trustworthiness and merchandise and the quality standards that the data is famous for Tanishki is one of the corporate company where we have a lot of latest technology machinery and facilities everything we have automated so the labour involvement is very less so thereby we are able to launch the product in a faster way and speed way which the competition cannot copy it and the global exchange is a very common phenomenon in India we again melt the gold in front of the customer in front of the customer in the store so we have our own service centre in the Tanish stores where a customer can actually bring his old gold and melt in front of him, test the purity and we give him the valuation there and then which again is a practice which is not transparent in the jewelry industry and the design like I said to you are very unique designs differentiated but still traditional space which gives the customer a sense of contemporariness a sense that is buying something from a Prata brand in the first place design that differentiated, transparent people are mobile now in India I can go and buy from Chandigarh exchange in Chinnai, buy in Chinnai go to Jammu as a matter of fact and I go to Gujarat and go to wherever and I have this same brand, same practice, same experience so that experience which is true brand experience is not available any other brand anymore I came across jewelry as creative source for myself I thought that I could involve a lot of women to bead and to train them to do this I started with just the local women around like the urban village around and I started training them and I started with like eight women in the first year who I trained who would take work from me and go home I would give them a deadline and then they would bring the goods back to me at a set deadline but they had the freedom of working at their own time I actually have a company with clothing but I want to get into jewelry because it's so beautiful here and I've just visited a stall and purchased some jewelry placed in order and I'm really looking forward to receiving it because well the jewelry that I just ordered I think is beautifully made and goes with my range my collection so I'm actually very excited about it and I love the colour, I love the colours and yeah I think the workmanship is beautiful I'm so excited to be here Quality is very important for us in Europe I think coming here is an amazing country for inspiration for getting the best prices for I mean there's just so many ideas and such creativity that genuinely it's one of the best places I've been to in my career. I'll be working with a supplier that you have faith in who can deliver a product that meets your standard but in general quite good experience with jewelry from India it's quite economical from a buyer's perspective and it's extremely attractive and I think there's, well I know there's a very big market for it all around the world but I'm quite specific about the design and the type of jewelry that I like for my company and for my brand so I spent quite a bit of time working through it with a supplier to get something that I'm happy with quite good success with jewelry from India Getting is very very ritualistic in nature you know so on a wedding day we come with a mindset that the bride has to look almost like goddess she has to be adorned with beauty, we adorn her with lot of gold jewelry so first and prime of I say we want her to look very beautiful that is a day from the mother's point of view where I'm giving away my daughter to another family so when I give away my daughter it is you know that is the right time when we detach our umbilical cord so it was very significant for me that she adorns a part of my jewelry so if you see her jewelry the jewelry that she was wearing was family jewelry right from the little set to the huge you know ancestral jewelry which is about 200 years old and which weighed almost half a kg that was a part of me being sent along with her that I'm speaking to the mother's point of view you know and I felt that I am not going to be alone there is a part of me which is going to be witnessing her journey in the life in terms of weddings and jewelry they go hand in hand I think in a country like ours in India you could go abroad and you have Christian weddings and women are very gently dressed delicately dressed there is a lot of ritual associated with every piece of jewelry why you wear something on the neck why you wear something on the nose and how it also associates you with a particular religion sometimes a big nose ring but when you're a person of an Islamic religion you wear something on the side the colours everything has a certain significance in the ancient Vedic system I don't know the details of them but I think that's how a woman associates because she wants to associate with the old prescribed rituals


only hope for positive outcome. But they're you know it's also possible that there isn't one. So we just have to wait and see clearly if you could wave a magic wand and and do it right and and not have the suspension the suspense play out. I'd rather fast forward to the end. So we know what the result is but but that's just not how this system works. What is the contingency plan if you can't land Lame here. Like always would you know ultimately come up with what's the best options you know. But we're going to exhaust his option first mean which is to try to keep them here and he loves playing in New York loves playing for the near Yankees and our fan base and he likes you know clearly loves his teammates and so there's a lot of things in our favor. But ultimately it comes down to the the financial opportunity that we provide as it's measured to the financial opportunities that others are providing and and that's the big unknown and only him and his family and his representation can navigate that. How handcuffed are you this offseason financially considering everything that happened last season with no fans in the stands. I mean certainly there's a lot of more a lot more discussions and things to navigate that we've had to deal with. And so it's a hard question to answer. There's no one that provides more we we will be the number one payroll regardless of anything that's happens which is a huge statement in the zone right. But obviously since we've made a huge commitment to others already. You know it affects your you know flexibility and viability you know as you move forward. So every step that gets taken needs to be carefully worked through and measured with all your needs as a organization in the present because ultimately we have a team we feel that can compete for a world championship and it does need some additional help with that that would include you know D. J. LeMay use return we hope and along with maybe some other opportunities. But time will tell. You know Hal Steinbrenner and his family have provided you know so much for so long and and that commitment still there right now so and it always will be. Does Masahiro Tanaka fit into the picture if you sign LeMay you. You know I I don't think by rules of major league baseball in the union. I'm allowed to answer who does or who doesn't or what does or what doesn't I think we're supposed to be projecting complete secrecy on what we can and can't do what's what is workable what isn't workable. I think that's not supposed to be a transparent transaction. You know I think it the game is supposed to be set up in a way that the players benefit from full you know protection so they can you know extract as much perceived competition as there is in their contract negotiations with other clubs and have everybody you know unknown about who's capable of doing more or less. And so I got us I got to stay silent on that question. I'm sorry. We saw a Glaber tour is full time at short last season. He had some struggles defensively. Do you feel as though he can be a successful major league shortstop or do you consider moving him to second base. I think you can do both. I think he's a better second baseman than shortstop. I think that he can play shortstop. I think that ultimately he struggled in the beginning of the pandemic 60 game season because he you know after the spring training one shut down into spring training to he did not you know and it's not my plan to blame game. But he wasn't the best shape to start the second spring training. So on his return from the shutdown. We spent a little bit of a first half of the season playing catch up. Maybe it's the first 40 or 45 games a season playing catch up and and once we got him back online in a shape you saw towards the last 20 games including the playoffs to Glaber tours or used to seeing. So I think I think the season that overall the ad isn't a representative representing what he really is. It's more along the lines of what you saw in the postseason what you saw the previous year which anybody would want. So he's more than capable playing short. But I know he's a better second baseman than a shortstop. Do you enter spring training whenever that may be thinking Gary Sanchez is your number one catcher. I mean yeah I ultimately I think going into the season next year we will let it will let it play out regardless. But there's certainly an anticipation and expectation of a bounce back for Gary Sanchez. You know the talent level is there. You know we're only a year removed from what an all-star American League all-star catcher perennial 30 plus home run hitter.