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Looking Beyond Windows

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Submitted By bandhook
Words 5125
Pages 21
Marketing Research

Submitted by:

GROUP-5

Ajit Kumar Anand 03 Chetna Asopiya 04 Doly Chotwani 07 Ashish Dhole 10 Kunal Gogri 13 Reema Jain 16 Rohit More 31 Kajal Tuteja 48

Submitted to:

Prof. Victor Manickam

T.Y.BMS 2005-2006

Semester VI

V.E.S COLLEGE OF ARTS, SCIENCE AND COMMERCE.

Index

|Chapter No. |Topic |Page No. |
|1 |Introduction of the topic | |
|1.1 |Profile of the company: Xcel Solutions | |
|1.2 |Introduction to the project: “Looking Beyond Windows” | |
| | | |
|2 |Research Methodology | |
|2.1 |Primary Research | |
|2.2 |Secondary Research | |
| | | |
|3 |Analysis | |
| | | |
|4 |Observation and Findings | |
| | | |
|5 |Recommendations and Conclusion | |
| | | |
| |Annexure | |
| | | |
| |Bibliography | |

Executive Summary

CHAPTER 1
Introduction to the Topic

Profile of the company:

Xcel Solutions: ‘Xcel’ Implies EXCELLENT. When we heard of the word “EXCELLENT” the one thing that came to our mind was of the optimal and perfect solution for the problem, which is unique in itself. The word also takes into consideration the clients’ perception about the company. By listening to the name of the company customers try to perceive the image of the company and we pledge to deliver over and above their expectations.
Vision statement:
“TAKING OUTPUT BEYOND EXPECTATIONS” Our vision with the emergence of Xcel Solutions is to complete a project with delighted clients. We want to provide them with solutions, which are beyond their expectations. Clients/ customers perceive a customer service level in their minds. We not only want to fulfill them but also provide them a “DESERT with the DINNER”.

Mission Statement:
“TO SATISFY OUR CLIENTS WITH HIGHEST EFFICIENCY LEVEL” In today’s scenario it is not possible to survive by providing only basic services. Every company has to be innovative ad creative in whatever they do. The customers not only expect the end results but also how it is provided to them and in what manner. This is the most important aspect for any company to provide additional services along with the basic services.
Company Objectives: • To work with our clients to provide unique insights to business problems and provide research solutions to help clients create and sustain business advantage.

• To provide actionable intelligence to achieve business success by identifying and understanding gaps between brand promise and brand performance.

• To provide accurate, relevant, timely and cost-effective research and recommendations that enable our clients to make informed, on-target decisions.

• To make sure that the required information is collected through the research.

Company Philosophy:

Integrity- Integrity is committed to fostering an environment of integrity, trust and honesty with employees, clients and suppliers.

Quality-
Continuity in delivering products and services of consistently high quality that provides our clients with value that meets or exceeds their expectations. Continuous improvements to processes, products and services are an ongoing commitment.

Services-
Striving to exceed the expectations of our external and internal customers in terms of client service, timing and flexibility. Its employees are perceived as available, approachable and dependable.

Caring Company-
Genuinely caring about its employees not only from a professional standpoint, but a personal one as well. We will strive to provide opportunities for training and support to allow each and every employee to achieve their full potential.

Teamwork-
Teamwork and communication style demonstrates mutual respect for one another and recognizes and values the contributions of each employee.

Profits-
Maintaining financial stability through carefully planned corporate growth and increased levels of profitability.

Strategic Planning-
Dedicating to a proactive process of strategic planning with clearly defined goals, implementation and re-evaluation.

Orgnagram

|Client servicing team |
| |
|Doly Chotwani |
|Reema Jain |
|Analytical team |
| |
|Kunal Gogri |
|Kajal Tuteja |

|Field team |
| |
|Rohit More |
|Kunal Gogri |
|Ajit K.Anand |

|Quality confirmation team |
| |
|Chetna Asopiya |
|Kajal Tuteja |

|Project Manager |
| |
|Ashish Dhole |

Designations and its Description:
Project manger:
The Project Manager must be capable of opening the doors for employees. It means he should be the motivator, initiator and a co-ordinator for different departments working on the same project. He maintains proper discipline among the members. He ensures that work is done keeping in mind the vision and mission of the organization. He is also given the responsibility of deciding the budget of the project. In other words, it is the Project manager who ensures the smooth functioning of the organization.
Analytical team:
The Analytical Department holds the joint responsibility to prepare Questionnaires for conducting the survey and also analyzing the survey reports to find out end results. The entire research for a product or service depends more on the survey and its analysis. The creativity of the analytical team decides the number of clients turning in and also decides the number respondents to a survey. Thus, you can say that Analytical team is the foundation stone for any building to be constructed.
Field team:
The important function of the Field Team is to conduct surveys through fieldwork in assigned areas. This team is the most important team in the organization. The team members should possess good communication skills, must be effective and should have the knowledge of local areas in which they are working. They should have the ability to convince the respondents for interviews. The quality of service provided depends upon this team.

Quality conformance team:
The Quality Conformance Team conducts back checking of the survey conducted in order to ensure proper work. The team also ensures that there is no fake information provided by field-team. This is must for maintaining efficiency level. This leads to the accuracy and efficiency of members of the organization.
Client servicing team:

“YOU SHOULD HAVE WINGS ON YOUR SHOULDERS AND SUGAR ON YOUR TONGUE” The Client Servicing Team can be rightly defined in the above words. A client servicing team basically serves the purpose of serving the clients by remaining in contact with them, receiving orders, and go for regular follow-ups. In other words a client servicing team comes in direct contact with the clients and sets an image of the corporate to the outside world.

Introduction to the Project:
“Looking Beyond Windows”
Excel solutions was formed with the objective to satisfy customers over and above their expectations. Looking for the same Redhatt knocked our door. Redhatt is company promoting linux based operating system (OS). Linux being cost free, crsh free, virus free; it is stiil anable to tap the market due to the accessibility and marketing of windows on large scale. Redhatt linux wanted to survey the market and find out the awareness of linux as an OS. It was the first opportunity for us to prove ourselves in the market as an research agency. This project aims to find out that howmany people are aare of an OS named linux and to know the mindset of computer users about any OS.
We named this project as “ LOOKING BEYOND WINDOWS”- which clearly says that: Is the market aware about linux which is better than windows in respect of technicalities.
In todays scenario, windows is a well-known OS. It ia userfreindly too. But still there are OS’s WHIH ARE COMPARETIVELY superior than windows. Then, why most of the users prefers only windows? Is it only because of huge marketing and advertising activities conducted by Microsoft windows, or is it due to easy accesability.
Is’nt there any other OS with high stability, virus free, cost free and many more features? The answer to this question is YES and so we as an MR agency are conducting a market survey for Redhatt linux to knw wether in future linux will succeed in the market of desktop users as it already holds large percentage of market share of server users.

CHAPTER 2
Research Methodology:
There are basically seven aspects to be covered in Methedology. They are as follows:- 1. Method Of Conducting Research a) Primary Research We have collected primary data by using survey method in which we conducted personal interviews i.e. one to one basis.It has many advantages such as ➢ They are current and not absolute and out dated. ➢ The researcher has access to entire information.

b) Secondary Research:
We have collected secondary data with the help of Internet & Books. 2. Research Instruments 3. Scaling Techniques 4. Sampling 5. Sample Size 6. Tabulation Of Data

Sampling- Area sampling: In this method, the overall area to be covered in a survey is divided into several smaller areas within a random sample is selected.

This division helps to cover every area within our defined market: MUMBAI with a Sample size: 80 respondents.

Operating systems:
Operating system is an Software, designed to control the hardware of a specific data-processing system in order to allow users and application programs to make use of it. It master control program that runs the computer. The first program loaded when the computer is turned on, its main part, the "kernel," resides in memory at all times. The operating system sets the standards for all application programs that run in the computer. Applications "talk to" the operating system for all user interface and file management operations. Also called an "executive" or "supervisor," an operating system performs the following functions. Operating systems perform basic tasks, such as recognizing input from the keyboard, sending output to the display screen, keeping track of files and directories on the disk, and controlling peripheral devices such as disk drives and printers.
Kernel:
Kernel is the core or nucleus of an operating system. Basically, it provides a way for software and other parts of the operating system to communicate with a computer’s hardware.
Source Code:
Code written by a programmer in a high-level language and readable by people but not computers. Source code must be converted to object code or machine language before a computer can read or execute the program.

Open Source:
Refers to software that is created by a development community rather than a single vendor. Typically programmed by volunteers from many organizations, the source code of open source software is free and available to anyone who would like to use it or modify it for their own purposes. This allows an organization to add a feature itself rather than hope that the vendor of a proprietary product will implement its suggestion in a subsequent release.
Closed Source is a term invented as an antonym for open source and used to refer to any program whose licensing terms do not qualify as open source. Generally, it means only the binaries of a computer program are distributed and the license provides no access to the program's source code, rendering modifications to the software technically impossible for practical purposes. The source code is regarded as a trade secret of the company, so those with source code access typically sign non-disclosure agreements in advance.
ABOUT WINDOWS:
The most widely used operating system for desktop and laptop computers. Developed by Microsoft, Windows primarily runs on x86-based CPUs, although some versions run on Intel's Itanium CPUs. Windows provides a graphical user interface and desktop environment in which applications are displayed in resizable, movable windows on screen.
Windows comes in both client and server versions, all of which support networking, the difference being that the server versions are designed to be dedicated servers. The client versions of Windows may also share data over the network and can be configured to grant access to all or specific files only. Windows PCs are used to access a variety of servers on the network, including Windows servers, Unix, Linux and NetWare servers and mainframes.

ABOUT LINUX:
A very popular version of the Unix operating system that runs on a variety of hardware platforms including x86, Itanium, PowerPC and IBM's entire product line. Linux is widely used as a server OS and is gaining ground in the desktop market.
Linux is the most popular open source operating system. Its source code is available free of charge; however, Linux is distributed along with technical support and training for a fee from several vendors such as Red Hat Software (www.redhat.com) and Novell (www.novell.com). The distribution CD-ROMs include hundreds of applications, tools and utilities and may even include the source code.
A brief history of Linux:

When Linus Torvalds was studying at the university of Helsinki, he was using a version of the Unix operating system called Minix. Linus and other users sent requests for modifications and improvements to Minix’s creator, Andrew Tanenbaum, but he felt that they weren’t necessary. That’s when Linus decided to create his own operating system that would take into account user’s comment and suggestions for improvement.

Today, Linux is enjoying a favorable press for the most part. This comes from the fact that Linux has proven to be a tremendously stable and versatile operating system, particularly as a network server. When Linux is deployed as a web server or in corporate networks, its downtime is almost negligible. There have been cases when Linux servers have been running for more than a year without re-booting and then only taken down for a brief period for routine maintenance. Its cost effectiveness has sold it more than anything else. Linux can be installed on a home PC as well as a network server for a fraction of the cost of other companies’ software packages. More reliability and less cost are ideal for Linux.

Market share – Desktop users:

Windows has actually gained market share in the most recent quarters, even though PC sales have almost flattened and will likely grow at an abbreviated rate through 2003. According to market researcher OneStat.com, windows now controls 97.46% of the global desktop operating system market, compared to just 1.43% for Apple Macintosh and 0.26% for Linux. Oneta.com says its figures are derived from real time global Web-site analysis. According to a new research released by OneStat.com, linux will pose a significant threat to Microsoft for market share among server operating systems over the next few years.
While Linux has always been hailed as a great operating system, the popularity of Linux has been restricted to the enterprise segment. On the desktop front, Linux is very poorly represented. Maybe this is why large companies like IBM are aggressively pushing the adoption of Linux in the server space, but not much activity has taken place on the desktop front. Red Hat, the leader in Linux distributions, has only recently ensured that Linux can prove a serious challenge on the desktop, with Red Hat 8.
LG Electronics India, a significant player in the PC components business, recently announced that it was launching a branded PC christened, ‘MY PC,’ with Linux as the OS, it caught a lot of market players by surprise. till now Linux as an OS has not made a dent in the desktop space because of the perception that the Linux OS is primarily meant for geeks and is difficult to operate. The number of applications developed on the Linux OS for the home user is on the increase—home users are getting more comfortable with Linux and are willing to look at it as an OS.
According to R Manikandan, deputy general manager for sales & marketing at LG, “We already have a leading presence in most of the components that go into a PC. Our move into the desktop PC segment with the Linux OS is part of our strategy to create a difference in whatever market we operate in. The Linux OS is not only relatively stable and bug-free, but also offers stronger memory management to the end-customer. The Linux OS is fast catching up globally and we expect this trend to pick up in India too.”
LG may succeed in the branded PC market, due to its price and value proposition; but in the unbranded market it is sure to face tough competition. One, the price competitiveness that LG has with respect to Linux will not be an advantage in the home segment as most assemblers use pirated software. Unless the piracy levels in India are greatly reduced, analysts feel that the cost advantage offered by Linux vis-à-vis other operating systems or software will not be too significant.
As most Indian state governments are looking at adopting Linux, the ambitious decision to launch Linux-based PCs could well turn out to be a winning strategy
The lion’s share of Microsoft’s sales comes from Windows and Office licenses that are pre-installed on new PCs. But while PC prices have fallen, there has not been any substantial reduction in the prices of software or the OS. Hence, software as a percentage of the total system cost is increasingly rising.
This trend has forced PC makers to look at alternative systems, which lower the costs of delivery to the end-customer. A Linux-based system, as it comes almost free of cost, gives a vendor immense savings on the software front.
While the market for Linux-based desktops might not take off exponentially in the short term, companies should be appreciated for at least taking the initiative to launch such a product. Also significant is the fact that this brainwave is the work for Indian arm. If the move succeeds in the Indian market, the future could well see companies launching similar PCs in other geographies as well.
IT company Wipro InfoTech announced a tie-up with Red Hat to offer Linux services in India. With this collaboration, Wipro InfoTech can offer customers cost-efficient and scalable solutions built around Linux platforms.
Red Hat India director Javed Tapia said with this partnership, the company would be able to expand consulting and professional services capabilities required for assisting enterprises in incorporating Red Hat enterprise Linux into their infrastructure.

➢ 2005 was the year of the Linux desktop:
There have been interesting developments on the Linux front. You now have a serious competitor in the form of Novell with Suse Linux. This deal will have a significant impact on the enterprise Linux market. The success and visibility of Linux has definitely resulted in new competitors emerging significantly. It is extremely difficult to integrate a proprietary model with an open source model. While many companies have announced open source strategies, few have had the vision to execute these strategies. Unless these companies show reference customers and demonstrate ISV support for their platform, CIO’s will not rush to implement their products.
Red Hat’s business model relies purely on paid support. However, most Indian CIO’s prefer to pay an upfront license fee instead of paying for a service.
Putting Linux on the desktop is one of the ambitions of companies today. a Linux desktop would succeed in a market dominated by Microsoft Windows because Desktop customers have become tired of dealing with vendors whose products need frequent patch updates. With every virus attack, users are going to be more wary of choosing their operating system. Security is one of the biggest draws of using Linux on the desktop. In Red Hat Enterprise Linux 4, the improvements in security come from an optional security-enhanced kernel modification. These modifications help system administrators get rid of privileges, which are loaded by default, and prevent root user manipulation. Today major companies are looking at open source in a big way. One of Linux’s greatest strengths is that it runs on a wide range of hardware, from mainframe computers to laptops and PDA’s. Companies like Dell, HP, IBM, Sun and others are looking at Linux in a big way.
More and more enterprises will go for Linux because of three things: better efficiency, reduced cost and scalability. According to IDC, Linux is projected to grow at a compounded annual growth rate of 14% between 2002 and 2007. Linux as an open source is free, and as a bundled distribution it attracts very minimal cost. However, as many commercial distributions of Linux have no per seat or per CPU charges, a company can purchase a single copy and then install it on all its machines, resulting in a substantial cost savings over other Operating Systems (OS). Linux is being used among enterprises. In case of desktops, Linux has still not made headway into the market.
Linux is available for desktops. Recently it has overtaken Macs on desktop segment. SuSE is launching a new desktop product for the enterprise segment by this year-end. This will increase its presence in enterprise desktops.
As of now there is no market for Linux among the general desktops segment. This is due to the complexity of computers. Some of the hardware applications do not support Linux. Companies like HP are coming out with printers, which are compatible to Linux, but still such applications are required to boost Linux in the general desktop segment.
Linux has not seen major acceptability among training institutes. Novell is opening around 110 training institutes, through franchisees across India, which will train on Linux. ➢ Red Hat plans to bring Linux to Primetime Desktop Machines:

Red Hat took the next step to heat up the desktop operating system market. The Linux Company appointed former Sun Microsystems VP Karen Tegan Padir as VP of Red Hat’s new desktop infrastructure technologies group. The move is aimed to provide a desktop version of Linux that can compete with Microsoft Windows heads on. Many big PC manufacturers like HP and IBM already sell Linux machines, but they are nowhere promoted as much as the generic windows powered machines.

Windows narrowly bumped Unix in 2005 to claim the top spot in server sales for the first time, according to IDC.

Computer makers sold US$17.7 billion worth of Windows servers worldwide in 2005 compared with US$17.5 billion in Unix servers, IDC analyst Matthew Eastwood said of the firm's latest Server Tracker market share report. It's the first time Unix was not top overall since before the Tracker started in 1996.

And in another first, fast-growing Linux took third place, bumping machines with IBM's mainframe operating system, z/OS. Linux server sales grew from US$4.3 billion in 2004 to US$5.3 billion in 2005, while mainframes dropped from US$5.7 billion to US$4.8 billion over the same period.

Servers are powerful-networked machines for tasks such as handling e-mail, financial transactions, airline reservations and file storage. According to IDC, the overall server market grew 4.4 percent to US$51.3 billion from 2004 to 2005.

Conventional wisdom in the 1990s forecast that Microsoft's Windows would inexorably move to market leadership, but its arrival was slowed by several factors. For one thing, Windows took much longer to mature than many expected. For another, Unix – in particular Sun Microsystems' Solaris – succeeded wildly in the dot-com spending spree. And out of the blue came Linux, an operating system modeled after Unix but popular on the same hardware as used by Windows’ servers built with x86 processors such as Intel's Xeon and, increasingly, Advanced Micro Devices' Opteron.
The Unix market, though, is still huge, and the three major players are fighting for every scrap. In another first, IBM secured the top spot in 2005, with 31.8 percent of the market to Hewlett-Packard's 29.8 percent and Sun's 26.2 percent.
Sun is trying to restore Unix fortunes as well by making Solaris an open-source project and bringing it to x86 servers. Although Sun's Unix revenue continued to decline, dropping 10 percent to US$4.6 billion in 2005. Sun dominated unit shipments with 59 percent of the 272,000 shipped.

Overall market growth:
IBM led the overall market with No#1 position in 2005 in terms of revenue, with US$16.9 billion in sales and 32.9% share. But IBM's growth was slower than the overall market, and the company lost 0.3% points of share. Two major server companies that grew faster than the overall market are at No#2 HP, with 8.9% growth to US$14.2 billion, and Dell at No#3, with 13.3% growth to US$5.3 billion. At No#4 Sun, which has been losing share of server revenue for years, continued its declines, with revenue shrinking 4.9% to US$4.9 billion.

➢ Lower-end servers:
As in years past, much of the growth took place in lower-end servers costing US$25,000 or less – a category that accounted for 6.8 million of the 7 million units shipped, Eastwood said. As these systems assume important duties and simultaneously juggle multiple tasks through virtualization technology, they more often are sold with large amounts of memory and internal storage. AMD's Opteron processor made significant strides in the lower-end market. Servers using AMD's chips accounted for 6% of the x86 server market in the fourth quarter of 2004, with the rest being Intel chips, but a year later increased to 14.3%. The lower-end server market is strategic because it's growing faster than the overall market. For example, in the fourth quarter, x86 server sales grew 6.7%to US$6.8 billion while the overall server market shrank 0.2% to US$14.5 billion.

Another growth category is blade servers, thin models that slide side-by-side into a chassis like books into a bookshelf. The chassis interconnects the blades and supplies communal resources such as power and networking hardware.

Blade server revenue grew 84% from US$1.15 billion in 2004 to US$2.11 billion in 2005. Meanwhile, blades themselves got more powerful and their average price rose from US$3,750 to US$4,200 during the same period.

IBM continues to lead the blade market with 40.9% of sales. HP is in second place with 34.5%, while Dell trails in third at 10.1%.

CHAPTER 3
Analysis

Analysis of different features of Windows:

[pic]

Analysis of different problems associated with windows:

[pic]

Analysis of different factors of linux: [pic]

Problems associated with linux: [pic]

Different kinds of advertising available for linux: [pic]

Analysis of different types of medias: [pic]

Different reasons for people not switching from windows to linux: [pic]

Reasons for linux not being a well-known operating system: [pic]

Analysis of the factors involved in the purchase decision of an operating system: [pic]

Analysis of various ways associated with linux:

[pic]

Division of three factors of linux: [pic]

Analysis of different kinds of programs being run on an operating system: [pic]

Analysis of three different statements: [pic]

Analysis of two different statements:

[pic]

Analysis of chances of three operating systems succeeding in future desktop market:

[pic]

CHAPTER 4
Observations and Findings:

• Total number of respondents is 80.

• The survey shows that all the respondents have used windows.

• It is found from the research that only 67 people out of 80 interviewed have used Linux.

• Out of 80 respondents, 16% are saying they use windows because it is most importantly User Friendly. 12% are using windows because of its accessibility as the most important factor. 11% thinks stable is the most important factor. 10 % are considering brand image as the most important factor.

• All the people are facing problems while using windows.

• 24% of the respondents are facing the problem that the system hangs suddenly, the most. 20% are facing problem that the system is attacked by bug, the most. 24% are facing virus threat. 18% feels there is a genuine security problem. 14% finds that even hard disk crashing is a problem for them while using windows.

• Out of 67 respondents that have used Linux, 18% agree that Virus Free is the most important factor for using Linux. 14% say that Crash Free and Cost are the most important factor. 13% feel that Stability is the most important factor for using Linux.

• Out of 67, only 18 people are facing problems while using Linux. Amongst the Linux users, 28% are facing security problem the most.

• Television is the most effective mode of advertising according to the respondents. 17% of them feel so. 16% feel Free demonstrations is the most effective mode of advertising. 15% feel Newspaper and Magazines are the most important modes of advertising.

• But, talking about the kind of advertising that Linux should use to promote itself, out of 303 ratings, Free Demonstration advertising has got 66 ratings, 57 ratings are given to Television advertising, Magazines have got 53 ratings. 41 to newspaper and 34 to sponsorships.

• Now what is the reason why people are not switching from Windows to Linux? 28% of the respondents feel Lack of Knowledge is the most important reason for that. 18% feel Perception is the most important factor why people are not using Linux. 16% thinks people are Satisfied with windows.

• 33% of the total respondents feel Lack of Advertising is the most important reason why Linux is not a well known operating system. 29% feel that it is mainly due to Impact of Windows. 21% says Lack of Education is the most important reason for the same.

• Which are the most important factors that are involved in the purchase decision of an operating system? 21% of the respondents say Reliability and Stability are the most important factors. 20% feel Latest Version is the most important factor. 19% thinks Attractiveness is the most important factor.

• What if Linux is associated with some ways? 31% of the respondents feel Linux can be associated with the term Cost Free, the most. 27% feel it is the term Virus Free, the most. 24% associates Linux with the term Crash Free, the most.

• Given 100 points to divide the three factors of Linux, to each respondent, out of 8000, Cost Free gets 3156 points, Virus Free gets 2641 points and Crash Free gets 2203 points.

• When we asked the respondents what kind of programs do they run on their operating systems, Internet Explorer and MS Office gets the highest percentage i.e. 22%. 18% to Accessories and 17% to Entertainment.

• 42% of the respondents strongly agree to the statement that ‘Word of mouth is the most effective way to create brand awareness’. 30% strongly agree to the statement that ‘Latest the version, better the version’. 28% of the respondents strongly agree to the statement that ‘Price matters a lot while installing an operating system’.

• 32% of the respondents strongly agree that cheaper the brand inferior the quality. 68% of the respondents strongly agree that we are often attacked by an error in Windows but we ourselves create an error in Linux.

• 56% of the total respondents ranks Windows as no.1 operating system succeeding in future desktop market. 24% ranks Linux as no.1 operating system succeeding in future desktop market.

Chapter 5

Recommendations And Conclusion

➢ Annexure

➢ Bibliography

-----------------------
South
(Navi Mumbai)

East
(Ulhasnagar)

North
(C.S.T.- harbor line)

West
(Jogeshwari- Andheri)

Mumbai
(Sub-divisions)

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