Search results for: Mohd Ismail Ibrahim

Authors: Alaa A. Osman, Amgad M. Bayoumy Aly, Ismail El baialy, Osama E. Abdellatif, Essam E. Khallil

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In this paper, a numerical simulation of a finned store separating from a wing-pylon configuration has been studied and validated. A dynamic unstructured tetrahedral mesh approach is accomplished by using three grid sizes to numerically solving the discretized three dimensional, inviscid and compressible Navier-stokes equations. The method used for computations of separation of an external store assuming quasi-steady flow condition. Computations of quasi-steady flow have been directly coupled to a six degree-of-freedom (6DOF) rigid-body motion code to generate store trajectories. The pressure coefficients at four different angular cuts and time histories of various trajectory parameters during the store separation are compared for every grid size with published experimental data.

Keywords: CFD modelling, transonic store separation, quasi-steady flow, moving-body trajectories

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Authors: Salisu Ibrahim

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The paper studies the commutativity associated with fractional order linear time-varying systems (LTVSs), which is an important area of study in control systems engineering. In this paper, we explore the properties of these systems and their ability to commute. We proposed the necessary and sufficient condition for commutativity for fractional order LTVSs. Through a simulation and mathematical analysis, we demonstrate that these systems exhibit commutativity under certain conditions. Our findings have implications for the design and control of fractional order systems in practical applications, science, and engineering. An example is given to show the effectiveness of the proposed method which is been computed by Mathematica and validated by the use of Matlab (Simulink).

Keywords: fractional differential equation, physical systems, equivalent circuit, and analog control

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Authors: Yalçın Kılıç, İbrahim Kani

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The conversion of hydrocarbons to carbonyl compounds by oxidation reaction is one of the most important reactions in the synthesis of fine chemicals. As a result of the oxidation of hydrocarbons containing aliphatic sp3-CH groups in their structures, aldehydes, ketones or carboxylic acids can be obtained. In this study, OSSO-type 2,2'-[1,4-butanedylbis(thio)]bis-benzoic acid (tsabutH2) ligand and [Zn(µ-tsabut)(phen)]n complex (where phen = 1,10-phenantroline) were synthesized and their structures were characterized by single crystal x-ray diffraction method. The catalytic efficiency of the complex in the catalytic oxidation studies of organic compounds such as cyclohexane, ethylbenzene, diphenylmethane, and p-xylene containing sp3-C-H in its structure was investigated.

Keywords: metal complex, OSSO-type ligand, catalysis, oxidation

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Authors: Mohammadali Tavakoli, Atefeh Heydari, Zuriati Ismail, Naomie Salim

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With the increasing number of people reviewing products online in recent years, opinion sharing websites has become the most important source of customers’ opinions. Unfortunately, spammers generate and post fake reviews in order to promote or demote brands and mislead potential customers. These are notably destructive not only for potential customers but also for business holders and manufacturers. However, research in this area is not adequate, and many critical problems related to spam detection have not been solved to date. To provide green researchers in the domain with a great aid, in this paper, we have attempted to create a high-quality framework to make a clear vision on review spam-detection methods. In addition, this report contains a comprehensive collection of detection metrics used in proposed spam-detection approaches. These metrics are extremely applicable for developing novel detection methods.

Keywords: fake reviews, feature collection, opinion spam, spam detection

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Authors: Mehran Fadaeinasab, Alireza Basiri, Yalda Kia, Hamed Karimian, Hapipah Mohd Ali, Vikneswaran Murugaiyah

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Two new, rauvolfine C and 3- methyl-10,11-dimethoxyl-6- methoxycarbonyl- β- carboline, along with five known indole alkaloids, macusine B, vinorine, undulifoline, isoresrpiline and rescinnamine were isolated from the bark of Rauvolfia reflexa. All the compounds showed good to moderate cholinesterase inhibitory activity with IC50 values in the range of 8.06 to 73.23 πM, except rauvolfine C that was inactive against acetylcholinesterase (AChE). Rescinnamine, a dual inhibitor was found to be the most potent inhibitor among the isolated alkaloids against both AChE and butyrylcholinesterase (BChE). Molecular docking revealed that rescinnamine interacted differently on AChE and BChE, by means of hydrophobic interactions and hydrogen bonding.

Keywords: Rauvolfia reflexa, indole alkaloids, acetylcholinesterase, butyrylcholinesterase, molecular docking

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Authors: Mohd Salmi Md Noorani, Ghada Al-Mahbashi, Sakhinah Abu Bakar

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This paper investigates projective lag synchronization (PLS) behavior in drive response dynamical networks (DRDNs) model with identical nodes. A hybrid feedback control method is designed to achieve the PLS with mismatch and without mismatch terms. The stability of the error dynamics is proven theoretically using the Lyapunov stability theory. Finally, analytical results show that the states of the dynamical network with non-delayed coupling can be asymptotically synchronized onto a desired scaling factor under the designed controller. Moreover, the numerical simulations results demonstrate the validity of the proposed method.

Keywords: drive-response dynamical network, projective lag synchronization, hybrid feedback control, stability theory

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Authors: Ebtesam Shadadi, Rasha Ibrahim, Essam Ghadafi

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Phishing poses a significant threat as a cybercrime by tricking end users into revealing their confidential and sensitive information. Attackers often manipulate victims to achieve their malicious goals. The increasing prevalence of Phishing has led to extensive research on this issue, including studies focusing on phishing attempts in healthcare institutions in the Kingdom of Saudi Arabia. This paper explores the importance of analyzing phishing attacks, specifically focusing on those targeting the healthcare industry. The study delves into the tactics, obstacles, and remedies associated with these attacks, all while considering the implications for Saudi Vision 2030.

Keywords: phishing, cybersecurity, cyber threat, social engineering, vision 2030

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Authors: Nursuhaila Ibrahim, Noor Hanim Rahmat, Nurul Ain Hasni, Nursyuhada Zakaria

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Past studies have shown that class discussions in the ESL classrooms not only helped students exchange ideas with their peers. Students also learn turn taking skills throughout the discussion. Through interacting with their peers, learners learn to use turn-taking strategies. They learn to wait for their turn, to listen to the ideas of others, to disagree, or to agree, and to add on more points in the conversation. This quantitative research explores students’ perception on class discussions and how the discussions influence their choice of turn-taking strategies. Findings of this research will have interesting implications towards the use of class discussions in the ESL classrooms.

Keywords: ESL, class discussions, turn-taking skills, peers

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Authors: Ali Hamad, Ibrahim Al-Drous, Saleh Al-Jufout

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This paper presents a case study of using STATCOM to enhance the performance of Al-Qatraneh 33-kV transmission line. The location of the STATCOM was identified maintaining minimum voltage drops at the 110 load nodes. The transmission line and the 110 load nodes have been modeled by MATLAB/Simulink. The suggested STATCOM and its location will increase the transmission capability of this transmission line and overcome the overload expected in the year 2020. The annual percentage loading rise has been considered as 14%. A graphical representation of the line voltages and the voltage drops at different load nodes has been illustrated.

Keywords: FACTS, MATLAB, STATCOM, transmission line, voltage drop

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Authors: Ece Çetin, İsmail Boz, Mehtap Şafak Boroğlu

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Energy is one of the most important components of production processes, economic activities, and daily life. Non-renewable energy sources cause serious environmental problems with the increase of greenhouse gases. Obtaining energy from renewable sources is also essential for sustainable economic growth. Solar energy is also an important renewable energy source with its unlimited and clean features. In this study, the effect of 1, 2, and 3 layers of perovskite film number and antisolvent dripping on perovskite based solar cell efficiency was investigated. The yield increased as the number of perovskite films increased. In addition, the yields obtained with the antisolvent dripped in the last 5 seconds are higher than the ones dropped in the last 17 seconds. The highest efficiency was obtained with 3 perovskite films, and antisolvent dropped in the last 5 seconds.

Keywords: antisolvent, efficiency, perovskite, solar cell

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Authors: Mahdiar Hosseighadiry, Farnaz Fotovatikhah, Razali Ismail, Mohsen Khaledian, Mehdi Saeidemanesh

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In this paper, a new low-power high-performance full adder is presented based on a new design method. The proposed method relies on pass gate design and provides full-swing circuits with minimum number of transistors. The method has been applied on SUM, COUT and XOR-XNOR modules resulting on rail-to-rail intermediate and output signals with no feedback transistors. The presented full adder cell has been simulated in 45 and 32 nm CMOS technologies using HSPICE considering parasitic capacitance and compared to several well-known designs from literature. In addition, the proposed cell has been extensively evaluated with different output loads, supply voltages, temperatures, threshold voltages, and operating frequencies. Results show that it functions properly under all mentioned conditions and exhibits less PDP compared to other design styles.

Keywords: full adders, low-power, high-performance, VLSI design

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Authors: M. Y. Ismail, M. Inam, A. F. M. Zain, N. Misran

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Progressive phase distribution is an important consideration in reflect array antenna design which is required to form a planar wave in front of the reflect array aperture. This paper presents a detailed mathematical model in order to determine the required reflection phase values from individual element of a reflect array designed in Ku-band frequency range. The proposed technique of obtaining reflection phase can be applied for any geometrical design of elements and is independent of number of array elements. Moreover the model also deals with the solution of reflect array antenna design with both centre and off-set feed configurations. The theoretical modeling has also been implemented for reflect arrays constructed on 0.508 mm thickness of different dielectric substrates. The results show an increase in the slope of the phase curve from 4.61°/mm to 22.35°/mm by varying the material properties.

Keywords: mathematical modeling, progressive phase distribution, reflect array antenna, reflection phase

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Authors: Mustapha Aminu Bagiwa, Ainuddin Wahid Abdul Wahab, Mohd Yamani Idna Idris, Suleman Khan

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Video source device identification has become a problem of concern in numerous domains especially in multimedia security and digital investigation. This is because videos are now used as evidence in legal proceedings. Source device identification aim at identifying the source of digital devices using the content they produced. However, due to affordable processing tools and the influx in digital content generating devices, source device identification is still a major problem within the digital forensic community. In this paper, we discuss source device identification for digital videos by identifying techniques that were proposed in the literature for model or specific device identification. This is aimed at identifying salient open challenges for future research.

Keywords: video forgery, source camcorder, device identification, forgery detection

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Authors: Mohammed E. Mansour, Tamador M. A. Elhassan, Nahid A. Ibrahim, Awatif A. Ahmed, Manal A. Abdalla

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Rift valley fever (RVF) is mosquito-borne disease. RVF is transboundary zoonotic disease. It has socioeconomic and public health importance. This paper describes qualitative risk of the RVF vaccine production. RVF is endemic in the Sudan. It has been reported in Sudan due to abundance of Ades Eqytie. Thus, there is huge effort to control it. Vaccination practices had significant role to control and manage RVF. The risk assessment explains the likelihood of a risk as likely. Thus, insecticides and repellents synergize the effort of the vaccination.

Keywords: qualitative analysis, risk assessment, rift valley fever vaccine, quality control

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Authors: Samy M. Shaban, Ismail Aiad, Mohamed M. El-Sukkary, E. A. Soliman, Moshira Y. El-Awady

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In situ and green synthesis of cubic and spherical silver nanoparticles were developed using sun light as reducing agent in the presence of newly prepared cationic surfactant which acting as capping agents. The morphology of prepared silver nanoparticle was estimated by transmission electron microscope (TEM) and the size distribution determined by dynamic light scattering (DLS). The hydrophobic chain length of the prepared surfactant effect on the stability of the prepared silver nanoparticles as clear from zeta-potential values. Also by increasing chain length of the used capping agent the amount of formed nanoparticle increase as indicated by increasing the absorbance. Both prepared surfactants and surfactants capping silver nanoparticles showed high antimicrobial activity against gram positive and gram-negative bacteria.

Keywords: photosynthesis, hexaonal shapes, zetapotential, biological activity

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Authors: Chua Bee Seok, Shamsul Amri Baharuddin, Ferlis Bahari, Jasmine Adela Mutang, Lailawati Madlan, Rosnah Ismail, Asong Joseph

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Malaysia is a country famously known for its multiple unique cultural and ethnic diversities. Despite the diversity of culture, customs and beliefs, respectively, Malaysia still be able to stand as a harmonious country. However, if there is an attitude of stereotypes, prejudice and discrimination among ethnic, it may seriously affect the solidarity between people in Malaysia. Thus, this study focuses on constructing a scale measuring the Malaysian experience, strategy and effect of ethnic discrimination. To develop a quantitative measure on ethnic discrimination directed against Malaysian, a three-step process is proposed: Exploratory factor analysis, validity analysis, and internal consistency reliability analysis. Results, limitations, and implications of the study are discussed.

Keywords: test development, Malaysian multi-ethnic discrimination scale, exploratory factor analysis, validity, multi-ethnic, reliability, psychometrics

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Authors: Mohd Izmir Bin Yamin, Thomas Arthur Ward

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Past aerodynamic studies of flapping wing flight have shown that it has increased aerodynamic performances compared to fixed wing steady flight. One of the dominant mechanisms that is responsible for causing this phenomenon is a leading edge vortex, generated by the flapping motion of a flexible wing. Wind tunnel experiments were conducted to observe the aerodynamic profile of a flapping wing, by measuring the lift, drag and thrust. Analysis was done to explain how unsteady aerodynamics leads towards better power performances than a fixed wing flight. The information from this study can be used as a base line for designing future Bio-mimetic Micro Air Vehicles that are based on flying insect aerodynamic mechanisms.

Keywords: flapping wing flight, leading edge vortex, aerodynamics performances, wind tunnel test

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Authors: Ismail Baniadam, Nafisa Tadayyon, Javid Fereidoni

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This study aimed to investigate medical students’ attitudes toward some teachers’ talking features regarding their gender in the Iranian context. To do so, 60 male and 60 female medical students of Urmia University of Medical Sciences (UMSU) participated in the research. A researcher made Likert-type questionnaire which was initially piloted and was used to gather the data. Comparing the four different factors regarding the features of teacher talk, it was revealed that visual and extra-linguistic information factor, Lexical and syntactic familiarity, Speed of speech, and the use of Persian language had the highest to the lowest mean score, respectively. It was also indicated that female students rather than male students were significantly more in favor of speed of speech and lexical and syntactic familiarity.

Keywords: attitude, gender, medical student, teacher talk

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Authors: Mohamed Dakki, Genevieve Robin, Marie Suet, Abdeljebbar Qninba, Mohamed A. El Agbani, Asmâa Ouassou, Rhimou El Hamoumi, Hichem Azafzaf, Sami Rebah, Claudia Feltrup-Azafzaf, Nafouel Hamouda, Wed a.L. Ibrahim, Hosni H. Asran, Amr A. Elhady, Haitham Ibrahim, Khaled Etayeb, Essam Bouras, Almokhtar Saied, Ashrof Glidan, Bakar M. Habib, Mohamed S. Sayoud, Nadjiba Bendjedda, Laura Dami, Clemence Deschamps, Elie Gaget, Jean-Yves Mondain-Monval, Pierre Defos Du Rau

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In biodiversity monitoring, large datasets are becoming more and more widely available and are increasingly used globally to estimate species trends and con- servation status. These large-scale datasets challenge existing statistical analysis methods, many of which are not adapted to their size, incompleteness and heterogeneity. The development of scalable methods to impute missing data in incomplete large-scale monitoring datasets is crucial to balance sampling in time or space and thus better inform conservation policies. We developed a new method based on penalized Poisson models to impute and analyse incomplete monitoring data in a large-scale framework. The method al- lows parameterization of (a) space and time factors, (b) the main effects of predic- tor covariates, as well as (c) space–time interactions. It also benefits from robust statistical and computational capability in large-scale settings. The method was tested extensively on both simulated and real-life waterbird data, with the findings revealing that it outperforms six existing methods in terms of missing data imputation errors. Applying the method to 16 waterbird species, we estimated their long-term trends for the first time at the entire North African scale, a region where monitoring data suffer from many gaps in space and time series. This new approach opens promising perspectives to increase the accuracy of species-abundance trend estimations. We made it freely available in the r package ‘lori’ (https://CRAN.R-project.org/package=lori) and recommend its use for large- scale count data, particularly in citizen science monitoring programmes.

Keywords: biodiversity monitoring, high-dimensional statistics, incomplete count data, missing data imputation, waterbird trends in North-Africa

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Authors: İsmail İnce, Osman Günaydin, Fatma Özer

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Stones used in the construction of historical structures are exposed to various direct or indirect atmospheric effects depending on climatic conditions. Building stones deteriorate partially or fully as a result of this exposure. The historic structures are important symbols of any cultural heritage. Therefore, it is important to protect and restore these historical structures. The aim of this study is to determine the weathering conditions at the Kilistra ancient city. It is located in the southwest of the Konya city, Central Anatolia, and was built by carving into pyroclastic rocks during the Byzantine Era. For this purpose, the petrographic and mechanical properties of the pyroclastic rocks were determined. In the assessment of weathering of structures in the ancient city, in-situ non-destructive testing (i.e., Schmidt hardness rebound value, relative humidity measurement) methods were applied.

Keywords: cultural heritage, Kilistra ancient city, non-destructive techniques, weathering

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Authors: Haniza Ahmad, Norliza Saparin, Ahmadilfitri Md Noor, Mohd Suria Affandi Yusoff

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Enzymatic remediation is applied in low free fatty acid (FFA) (<4%) crude palm oil (CPO) to investigate if further FFA reduction is able to take place to produce premium CPO (<1% FFA). There are four different lipase Candida Antartica brands used in this study. Samples submit to enzymatic remediation using rotary evaporator under 100mbar vacuum with rotation at 260rpm. Samples were taken at 4hours, 8hours and 24hours for analyses. FFA less than 1% was achieved after 24hours reaction with 1% enzyme and 2% glycerol. The FFA reduction was intensified with the presence of glycerol who provides more sites for fatty acid attachment. At 2% glycerol, 71-88% FFA was reduced whereas at 1% glycerol, 46-75% FFA reduced. However, partial glycerides was increased with presence of glycerol with 2% add in glycerol showed greater partial glycerides increment compared to 1% glycerol.

Keywords: enzymes, crude palm oil, free fatty acid, glycerol

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Authors: Mohd Adib Abd Muin

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Social entrepreneurship has become a new phenomenon in a country in order to reduce social problems and eradicate poverty communities. However, the study based on Islamic social entrepreneurship from the social entrepreneurial activity is still new especially in the Islamic perspective. In addition, this research found that is lacking of model on social entrepreneurship that focus on Islamic perspective. Therefore, the objective of this paper is to identify the issues and research gap based on Islamic perspective from existing models and to develop a concept of Islamic social entrepreneurship according to Islamic perspective and Maqasid Shari’ah. The research method used in this study is literature review and comparative analysis from 11 existing models of social entrepreneurship. The research finding shows that 11 existing models on social entrepreneurship has been analyzed and it shows that the existing models on social entrepreneurship do not emphasize on Islamic perspective.

Keywords: component, social entrepreneurship, Islamic perspective, research gap

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Authors: Afroze Ibrahim Baqapuri, Ilya Trofimov

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Sponsored search is a multi-billion dollar industry and makes up a major source of revenue for search engines (SE). Click-through-rate (CTR) estimation plays a crucial role for ads selection, and greatly affects the SE revenue, advertiser traffic and user experience. We propose a novel architecture of solving CTR prediction problem by combining artificial neural networks (ANN) with decision trees. First, we compare ANN with respect to other popular machine learning models being used for this task. Then we go on to combine ANN with MatrixNet (proprietary implementation of boosted trees) and evaluate the performance of the system as a whole. The results show that our approach provides a significant improvement over existing models.

Keywords: neural networks, sponsored search, web advertisement, click prediction, click-through rate

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Authors: Hassan Alhaji Hassan, Inuwa Abdu Ibrahim

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The research looks at the decaying socioeconomic values in northern Nigeria, which is directly affecting the administration of service at different levels. The aim is to establish the consequence of a valueless society on individual and public life at different levels. The result of governments’ continued neglect of education, societal values, which have negatively affected societal development and indeed development in general. Therefore, focus is on governments’ poor performance in Nigeria, using secondary sources of data. In conclusion, the research asserts the need for the application of the values of some traditional values as personal principles and good governance as the way out of the present deteriorating conditions.

Keywords: socioeconomic, values, education, Northern Nigeria, good governance

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Authors: Babak Darvish Rouhani, Mohd Naz'ri Mahrin, Fatemeh Nikpay, Maryam Khanian Najafabadi

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Enterprise Architecture (EA) Implementation Methodologies have become an important part of EA projects. Several implementation methodologies have been proposed, as a theoretical and practical approach, to facilitate and support the development of EA within an enterprise. A significant question when facing the starting of EA implementation is deciding which methodology to utilize. In order to answer this question, a framework with several criteria is applied in this paper for the comparative analysis of existing EA implementation methodologies. Five EA implementation methodologies including: EAP, TOGAF, DODAF, Gartner, and FEA are selected in order to compare with proposed framework. The results of the comparison indicate that those methodologies have not reached a sufficient maturity as whole due to lack of consideration on requirement management, maintenance, continuum, and complexities in their process. The framework has also ability for the evaluation of any kind of EA implementation methodologies.

Keywords: enterprise architecture, EAIM, evaluating EAIM, framework for evaluation, enterprise architecture implementation methodology

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Authors: Iman Mazinani, Zubaidah Ismail, Ahmad Mustafa Hashim, Amir Reza Saba

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Two tragic tsunamis that devastated the west coast of Sumatra Island, Indonesia in 2004 and North East Japan in 2011 had damaged bridges to various extents. Tsunamis have resulted in the catastrophic deterioration of infrastructures i.e. coastal structures, utilities and transportation facilities. A bridge structure performs vital roles to enable people to perform activities related to their daily needs and for development. A damaged bridge needs to be repaired expeditiously. In order to understand the effects of tsunami forces on bridges, experimental tests are carried out to measure the characteristics of hydrodynamic force at various wave heights. Coastal bridge models designed at a 1:40 scale are used in a 24.0 m long hydraulic flume with a cross section of 1.5 m by 2.0 m. The horizontal forces and uplift forces in all cases show that forces increase nonlinearly with increasing wave amplitude.

Keywords: tsunami, bridge, horizontal force, uplift force

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Authors: Ismail Becenen

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Air pollution, a consequence of urbanization brought about by modern life, is as global as it is local and regional. Because of the adverse effects of air pollution on human health, air quality is given importance all over the world. According to the decision of the World Health Organization, clean air is the basic necessity for human health and well-being. It poses a very high risk especially for heart diseases and stroke cases. In this study, the positive effects of natural gas usage on air pollution in cities are explained by using literature scans and air pollution measurement values. Natural gas is cleaner than other types of fuel. It contains less sulfur and organic sulfur compounds. When natural gas burns, it does not leave ashes, it does not cause problems in the rubbish mountains. It's a clean fuel, it easily burns and shines. It is a burning gas that is easy and efficient. In addition, there is not a toxic effect for people in case of inhalation. As a result, the use of natural gas needs to be widespread to reduce air pollution around the world in order to provide a healthier life for people and the environment.

Keywords: natural gas, air pollution, sulfur dioxide, particulate matter, energy

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Authors: Munirah Ismail, Joon Hock Yeo

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Paediatric patients who require ventricular outflow tract reconstruction usually need valve construction to prevent valvular regurgitation. They would face problems like lack of suitable, affordable conduits and the need to undergo several operations in their lifetime due to the short lifespan of existing valves. Their natural growth and development are also of concern, even if they manage to receive suitable conduits. Current prosthesis including homografts, bioprosthetic valves, mechanical valves, and bovine jugular veins either do not have the long-term durability or the ability to adapt to the growth of such patients. We have developed a new design of bi-leaflet valve. This new technique accommodates patients’ annular size growth while maintaining valvular patency. A mock circulatory system was set up to assess the hemodynamic performance of the bi-leaflet pulmonary valve. It was found that the percentage regurgitation was acceptable and thus, validates this novel concept.

Keywords: bi-leaflet pulmonary valve, pulmonary heart valve, tetralogy of fallot, mock circulatory system

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Authors: Md. Fazlul Karim, Ahmad Izani Md. Ismail, Mohammed Ashaque Meah

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This paper focuses on the development of a 2-D Boundary Fitted and Nested Grid (BFNG) model to compute the tsunami propagation of Indonesian tsunami 2004 along the coastal region of Penang in Peninsular Malaysia. In the presence of a curvilinear coastline, boundary fitted grids are suitable to represent the model boundaries accurately. On the other hand, when large gradient of velocity within a confined area is expected, the use of a nested grid system is appropriate to improve the numerical accuracy with the least grid numbers. This paper constructs a shallow water nested and orthogonal boundary fitted grid model and presents computational results of the tsunami impact on the Penang coast due to the Indonesian tsunami of 2004. The results of the numerical simulations are compared with available data.

Keywords: boundary fitted nested model, tsunami, Penang Island, 2004 Indonesian Tsunami

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Authors: Noranis Ismail, Shamsul H. A. Rahman

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The objective of this research is to accentuate the importance of Visual Corporate Identity by utilizing Malay motifs amalgamated with Malay proverbs to enhance the corporate brand of The Design School (TDS) of Taylor’s University. The researchers aim to manipulate festive money packet as a mean to communicate to the audience by using non-verbal visual cues such as colour, languages, and symbols that reflect styles and cultural heritage. The paper concluded that it is possible to utilize Hari Raya packet as a medium for creative expressions by creating high-impact design through the symbolism of selected Malay proverbs and traditional Malay motifs to enhance TDS corporate visual identity. It also provides a vital contribution to other organizations to understand an integral part of corporate visual identity in heightening corporate brand by communicating indirectly to its stakeholders using visual mnemonic and cultural heritage.

Keywords: corporate branding, cultural cues, Malay culture, visual identity

Procedia PDF Downloads 428