Search results for: digital supply chain

Authors: Ashly Joseph

Abstract:

In the era of digital transformation, full-stack observability has emerged as a crucial aspect of administering modern application stacks. This research paper presents the concept of full-stack observability, its significance in the context of contemporary application stacks, and the challenges posed by swiftly evolving digital environments. In addition, it describes how full-stack observability intends to provide complete visibility and actionable insights by correlating telemetry across multiple domains.

Keywords: Actionable insights, digital transformation, full-stack observability, performance metrics.

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Authors: Catherine Equey Balzli

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Old age retirement pensions are an important concern among the Swiss but estimating one’s income after retirement is difficult due to the Swiss insurance system’s complexity. This project’s aim is to prepare for developing a digital platform that will allow individuals to plan for retirement in a simplified manner. The main objective of the platform will be to give individuals the tools to check that their savings and retirement benefits will allow them to continue the lifestyle to which they are accustomed once they are retired. The research results from qualitative (focus group) and quantitative (survey) methodologies, recommend the scope and functionalities for a digital platform to be developed. A main outcome is the need to limit the platform’s scope to old-age pension only (excluding survivors’ or disability pensions, for instance). Furthermore, an outcome regarding the functionalities is the proposition of scenarios such as early retirement, changes to income, or modifications to personal status. The development of the digital platform will be a subsequent project.

Keywords: Benefit statement, digital platform, retirement financial planning, social insurances.

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Authors: Henry Foulds, Magda Huisman, Gunther R. Drevin

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Privacy is regarded as a fundamental human right and it is clear that the study of digital privacy is an important field. Digital privacy is influenced by new and constantly evolving technologies and this continuous change makes it hard to create legislation to protect people’s privacy from being exploited by misuse of these technologies.

This study aims to benefit digital privacy legislation efforts by evaluating the awareness and perceived importance of digital privacy legislation among computer science students. The chosen fixed variables for the population are study year and gamer classification.

The use of location based services in mobile applications and games are a concern for digital privacy. For this reason the study focused on computer science students as they have a high likelihood to use and develop this type of software. Surveys were used to evaluate awareness and perceived importance of digital privacy legislation.

The results of the study show that privacy legislation and awareness of privacy legislation are important to people. The perception of the importance of privacy legislation increases with academic experience. Awareness of privacy legislation increases from non-gamers to pro gamers. 

Keywords: Digital privacy, Legislation awareness, Gaming.

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Authors: F. Abujalala, A. Elmangoush, M. Ashibani

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The adoption of Blockchain technology introduces the possibility to decentralize cold chain systems. This adaptation enhances them to be more efficient, accessible, verifiable, and data security. Additionally, the Internet of Things (IoT) concept is considered as an added-value to various application domains. Cargo tracking and cold chain are a few to name. However, the security of the IoT transactions and integrated devices remains one of the key challenges to the IoT application’s success. Consequently, Blockchain technology and its consensus protocols have been used to solve many information security problems. In this paper, we discuss the advantages of integrating Blockchain technology into IoT platform to improve security and provide an overview of existing literature on integrating Blockchain and IoT platforms. Then, we present the immunization cold chain solution as a use-case that could be applied to any critical goods based on integrating Hyperledger fabric platform and IoT platform.

Keywords: Blockchain, Hyperledger fabric, internet of things, security, traceability.

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Authors: B. J. C. Perera, D. A. Sachindra, W. Godoy., A.F. Barton, F. Huang

Abstract:

Many water supply systems in Australia are currently undergoing significant reconfiguration due to reductions in long term average rainfall and resulting low inflows to water supply reservoirs since the second half of the 20th century. When water supply systems undergo change, it is necessary to develop new operating rules, which should consider climate, because the climate change is likely to further reduce inflows. In addition, water resource systems are increasingly intended to be operated to meet complex and multiple objectives representing social, economic, environmental and sustainability criteria. This is further complicated by conflicting preferences on these objectives from diverse stakeholders. This paper describes a methodology to develop optimum operating rules for complex multi-reservoir systems undergoing significant change, considering all of the above issues. The methodology is demonstrated using the Grampians water supply system in northwest Victoria, Australia. Initial work conducted on the project is also presented in this paper.

Keywords: Climate change, Multi-objective planning, Pareto optimal; Stakeholder preference, Statistical downscaling, Water supply systems.

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Authors: Kejun Zhuang, Hailong Zhu

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In this paper, the three species food chain model on time scales is established. The Monod–Haldane functional response and time delay are considered. With the help of coincidence degree theory, existence of periodic solutions is investigated, which unifies the continuous and discrete analogies.

Keywords: Food chain system, periodic solution, time scales, coincidence degree.

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Authors: P. Puustinen, A. Kanto

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This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.

Keywords: Means-end chain analysis, Laddering, Hierarchical Value Map.

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Authors: O. Z. Jasim

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An accuracy digital map must satisfy the users for two main requirements, first, map must be visually readable and second, all the map elements must be in a good representation. These two requirements hold especially true for map generalization which aims at simplifying the representation of cartographic data. Different scales of maps are very important for any decision in any maps with different scales such as master plan and all the infrastructures maps in civil engineering. Cartographer cannot project the data onto a piece of paper, but he has to worry about its readability. The map layout of any geodatabase is very important, this layout is help to read, analyze or extract information from the map. There are many principles and guidelines of generalization that can be find in the cartographic literature. A manual reduction method for generalization depends on experience of map maker and therefore produces incompatible results. Digital generalization, rooted from conventional cartography, has become an increasing concern in both Geographic Information System (GIS) and mapping fields. This project is intended to review the state of the art of the new technology and help to understand the needs and plans for the implementation of digital generalization capability as well as increase the knowledge of production topographic maps.

Keywords: Cartography, digital generalization, mapping, GIS.

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Authors: S. Mohan Kumar, Rajashekar Patil, Tanuja Ajit Desphande

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It is necessary to incorporate technological advances achieved in the field of engineering into dentistry in order to enhance the process of diagnosis, treatment planning and enable the doctors to render better treatment to their patients. To achieve this ultimate goal long distance collaborations are often necessary. This paper discusses the various collaborative tools and their applications to solve a few burning problems confronted by the dentists. Customization is often the solution to most of the problems. But rapid designing, development and cost effective manufacturing is a difficult task to achieve. This problem can be solved using the technique of digital manufacturing. Cases from 6 major branches of dentistry have been discussed and possible solutions with the help of state of art technology using rapid digital manufacturing have been proposed in the present paper. The paper also entails the usage of existing tools in collaborative and digital manufacturing area.

Keywords: Customisation, collaborative tools, dentistry, digital manufacturing.

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Authors: Nidal F. Shilbayeh, Belal AbuHaija, Zainab N. Al-Qudsy

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In this paper, a hybrid blind digital watermarking system using Discrete Wavelet Transform (DWT) and Contourlet Transform (CT) has been implemented and tested. The implemented combined digital watermarking system has been tested against five common types of image attacks. The performance evaluation shows improved results in terms of imperceptibility, robustness, and high tolerance against these attacks; accordingly, the system is very effective and applicable.

Keywords: DWT, contourlet transform, digital image watermarking, copyright protection, geometric attack.

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Authors: Jasna Prester, Ivana Rašić Bakarić, Božidar Matijević

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Innovations not only contribute to competitiveness of the company but have also positive effects on revenues. On average, product innovations account to 14 percent of companies’ sales. Innovation management has substantially changed during the last decade, because of growing reliance on external partners. As a consequence, a new task for purchasing arises, as firms need to understand which suppliers actually do have high potential contributing to the innovativeness of the firm and which do not. Proper organization of the purchasing function is important since for the majority of manufacturing companies deal with substantial material costs which pass through the purchasing function. In the past the purchasing function was largely seen as a transaction-oriented, clerical function but today purchasing is the intermediate with supply chain partners contributing to innovations, be it product or process innovations. Therefore, purchasing function has to be organized differently to enable firm innovation potential. However, innovations are inherently risky. There are behavioral risk (that some partner will take advantage of the other party), technological risk in terms of complexity of products and processes of manufacturing and incoming materials and finally market risks, which in fact judge the value of the innovation. These risks are investigated in this work. Specifically, technological risks which deal with complexity of the products, and processes will be investigated more thoroughly. Buying components or such high edge technologies necessities careful investigation of technical features and therefore is usually conducted by a team of experts. Therefore it is hypothesized that higher the technological risk, higher will be the centralization of the purchasing function as an interface with other supply chain members. Main contribution of this research lies is in the fact that analysis was performed on a large data set of 1493 companies, from 25 countries collected in the GMRG 4 survey. Most analyses of purchasing function are done by case study analysis of innovative firms. Therefore this study contributes with empirical evaluations that can be generalized.

Keywords: Purchasing function organization, innovation, technological risk, GMRG 4 survey.

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Authors: Jamal Laaouine, Mohammed Elhassani Charkani

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Let p be a prime and let b be an integer. MDS b-symbol codes are a direct generalization of MDS codes. The γ-constacyclic codes of length pˢ over the finite commutative chain ring Fₚm [u]/ < u² > had been classified into four distinct types, where is a nonzero element of the field Fₚm. Let C₃ be a code of Type 3. In this paper, we obtain the b-symbol distance db(C₃) of the code C₃. Using this result, necessary and sufficient conditions under which C₃ is an MDS b-symbol code are given.

Keywords: constacyclic code, repeated-root code, maximum distance separable, MDS codes, b-symbol distance, finite chain rings

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Authors: Dewi Nasien, Habibollah Haron, Siti SophiayatiYuhaniz

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This paper presents a comparison of metaheuristic algorithms, Genetic Algorithm (GA) and Ant Colony Optimization (ACO), in producing freeman chain code (FCC). The main problem in representing characters using FCC is the length of the FCC depends on the starting points. Isolated characters, especially the upper-case characters, usually have branches that make the traversing process difficult. The study in FCC construction using one continuous route has not been widely explored. This is our motivation to use the population-based metaheuristics. The experimental result shows that the route length using GA is better than ACO, however, ACO is better in computation time than GA.

Keywords: Handwriting Recognition, Feature Extraction, Freeman Chain Code, Genetic Algorithm and Ant ColonyOptimization.

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Authors: Pinaki Pratim Acharjya, Dibyendu Ghoshal

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Image matching methods play a key role in deciding correspondence between two image scenes. This paper presents a method for the matching of digital images using mathematical morphology. The proposed method has been applied to real life images. The matching process has shown successful and promising results.

Keywords: Digital image, gradients, image matching, mathematical morphology.

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Authors: Sunday Olufemi Adesogan

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The supply of potable water at least is a very important index in national development. Water tariffs depend on the treatment cost which carries the highest percentage of the total operation cost in any water supply scheme. In order to keep water tariffs as low as possible, treatment costs have to be minimized. The University of Ibadan, Nigeria, water supply scheme consists of a treatment plant with three distribution stations (Amina way, Kurumi and Lander) and two raw water supply sources (Awba dam and Eleyele dam). An operational study of the scheme was carried out to ascertain the efficiency of the supply of potable water on the campus to justify the need for water supply schemes in tertiary institutions. The study involved regular collection, processing and analysis of periodic operational data. Data collected include supply reading (water production on daily basis) and consumers metered reading for a period of 22 months (October 2013 - July 2015), and also collected, were the operating hours of both plants and human beings. Applying the required mathematical equations, total loss was determined for the distribution system, which was translated into monetary terms. Adequacies of the operational functions were also determined. The study revealed that water supply scheme is justified in tertiary institutions. It was also found that approximately 10.7 million Nigerian naira (N) is lost to leakages during the 22-month study period; the system’s storage capacity is no longer adequate, especially for peak water production. The capacity of the system as a whole is insufficient for the present university population and that the existing water supply system is not being operated in an optimal manner especially due to personnel, power and system ageing constraints.

Keywords: Operational, efficiency, production, supply, water treatment plant, water loss.

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Authors: R. Poonsuph

Abstract:

Technological innovation plays a crucial role in virtual healthcare services. A growing number of telehealth platforms are concentrating on using digital tools to improve the quality and availability of care. As a result, telehealth represents an opportunity to redesign the way health services are delivered. The research objective is to discover a new business model for digital health services and related industries to participate with telehealth solutions. The business opportunity is valuable for healthcare investors as a startup company to further investigations or implement the telehealth platform. The paper presents a digital healthcare business model and business opportunities to related industries. These include digital healthcare services extending from a traditional business model and use cases of business opportunities to related industries. Although there are enormous business opportunities, telehealth is still challenging due to the patient adaption and digital transformation process within a healthcare organization.

Keywords: telehealth, Internet hospital, HealthTech, InsurTech

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Authors: Bruno Vilić Belina, Ivan Župan

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Smart industry concepts and digital transformation are very popular in many industries. They develop their own digital platforms, which have an important role in innovations and transactions. The main idea of smart industry digital platforms is central data collection, industrial data integration and data usage for smart applications and services. This paper presents the development of a digital platform for building critical infrastructure protection systems in smart industries. Different service contraction modalities in Service Level Agreements (SLAs), Customer Relationship Management (CRM) relations, trends and changes in business architectures (especially process business architecture) for the purpose of developing infrastructural production and distribution networks, information infrastructure meta-models and generic processes by critical infrastructure owner demanded by critical infrastructure law, satisfying cybersecurity requirements and taking into account hybrid threats are researched.

Keywords: Cybersecurity, critical infrastructure, smart industries, digital platform.

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Authors: V. T. S. Dao, T. G. Etoh, C. Vo Le, H. D. Nguyen, K. Takehara, T. Akino, K. Nishi

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Since 2004, we have been developing an in-situ storage image sensor (ISIS) that captures more than 100 consecutive images at a frame rate of 10 Mfps with ultra-high sensitivity as well as the video camera for use with this ISIS. Currently, basic research is continuing in an attempt to increase the frame rate up to 100 Mfps and above. In order to suppress electro-magnetic noise at such high frequency, a digital-noiseless imaging transfer scheme has been developed utilizing solely sinusoidal driving voltages. This paper presents highly efficient-yet-accurate expressions to estimate attenuation as well as phase delay of driving voltages through RC networks of an ultra-high-speed image sensor. Elmore metric for a fundamental RC chain is employed as the first-order approximation. By application of dimensional analysis to SPICE data, we found a simple expression that significantly improves the accuracy of the approximation. Similarly, another simple closed-form model to estimate phase delay through fundamental RC networks is also obtained. Estimation error of both expressions is much less than previous works, only less 2% for most of the cases . The framework of this analysis can be extended to address similar issues of other VLSI structures.

Keywords: Dimensional Analysis, ISIS, Digital-noiseless, RC network, Attenuation, Phase Delay, Elmore model

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Authors: Daniel Gonzales, Zev Winkelman, Trung Tran, Ricardo Sanchez, Dulani Woods, John Hollywood

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We have developed a distributed computing capability, Digital Forensics Compute Cluster (DFORC2) to speed up the ingestion and processing of digital evidence that is resident on computer hard drives. DFORC2 parallelizes evidence ingestion and file processing steps. It can be run on a standalone computer cluster or in the Amazon Web Services (AWS) cloud. When running in a virtualized computing environment, its cluster resources can be dynamically scaled up or down using Kubernetes. DFORC2 is an open source project that uses Autopsy, Apache Spark and Kafka, and other open source software packages. It extends the proven open source digital forensics capabilities of Autopsy to compute clusters and cloud architectures, so digital forensics tasks can be accomplished efficiently by a scalable array of cluster compute nodes. In this paper, we describe DFORC2 and compare it with a standalone version of Autopsy when both are used to process evidence from hard drives of different sizes.

Keywords: Cloud computing, cybersecurity, digital forensics, Kafka, Kubernetes, Spark.

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Authors: J. Mbihi

Abstract:

This paper presents a dynamic architecture of digital duty-cycle modulation control drivers. Compared to most oversampling digital modulation schemes encountered in industrial electronics, its novelty is founded on a number of relevant merits including; embedded positive and negative feedback loops, internal modulation clock, structural simplicity, elementary building operators, no explicit need of samples of the nonlinear duty-cycle function when computing the switching modulated signal, and minimum number of design parameters. A prototyping digital control driver is synthesized and well tested within MATLAB/Simulink workspace. Then, the virtual simulation results and performance obtained under a sample of relevant instrumentation and control systems are presented, in order to show the feasibility, the reliability, and the versatility of target applications, of the proposed class of low cost and high quality digital control drivers in industrial electronics.

Keywords: Dynamic architecture, virtual simulation, duty-cycle modulation, digital control drivers, industrial electronics.

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Authors: G. Schirripa Spagnolo, M. De Santis

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The protection of the contents of digital products is referred to as content authentication. In some applications, to be able to authenticate a digital product could be extremely essential. For example, if a digital product is used as a piece of evidence in the court, its integrity could mean life or death of the accused. Generally, the problem of content authentication can be solved using semifragile digital watermarking techniques. Recently many authors have proposed Computer Generated Hologram Watermarking (CGHWatermarking) techniques. Starting from these studies, in this paper a semi-fragile Computer Generated Hologram coding technique is proposed, which is able to detect malicious tampering while tolerating some incidental distortions. The proposed technique uses as watermark an encrypted image, and it is well suitable for digital image authentication.

Keywords: Asymmetric cryptography, Semi-Fragile watermarking, Image authentication, Hologram watermark, Public- Key Cryptography, RSA.

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Authors: S. Saisundar, Shan Jiang, Kevin T. C. Chai, David Nuttman, Minkyu Je

Abstract:

Keywords: Analog to digital converter, cyclic, gain-boosting, pipelined.

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Authors: Dody Ismoyo, Mohammad Awan, Norashikin Yahya

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The presence of harmonic in power system is a major concerned to power engineers for many years. With the increasing usage of nonlinear loads in power systems, the harmonic pollution becomes more serious. One of the widely used computation algorithm for harmonic analysis is fast Fourier transform (FFT). In this paper, a harmonic analyzer using FFT was implemented on TMS320C6713 DSK. The supply voltage of 240 V 59 Hz is stepped down to 5V using a voltage divider in order to match the power rating of the DSK input. The output from the DSK was displayed on oscilloscope and Code Composer Studio™ software. This work has demonstrated the possibility of analyzing the 240V power supply harmonic content using the DSK board.

Keywords: Harmonic Analysis, DSP.

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Authors: Marita Canina, Carmen Bruno

Abstract:

Digital Do It Yourself (DIY) is a contemporary socio-technological phenomenon, enabled by technological tools. The nature and potential long-term effects of this phenomenon have been widely studied within the framework of the EU funded project ‘Digital Do It Yourself’, in which the authors have created and experimented a specific Digital Do It Yourself (DiDIY) co-design process. The phenomenon was first studied through a literature research to understand its multiple dimensions and complexity. Therefore, co-design workshops were used to investigate the phenomenon by involving people to achieve a complete understanding of the DiDIY practices and its enabling factors. These analyses allowed the definition of the DiDIY fundamental factors that were then translated into a design tool. The objective of the tool is to shape design concepts by transferring these factors into different environments to achieve innovation. The aim of this paper is to present the ‘DiDIY Factor Stimuli’ tool, describing the research path and the findings behind it.

Keywords: Co-design process, digital DIY, innovation, toolkit.

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Authors: H. M. Côrtes, J. I. Da Silva Filho, M. F. Blos, B. S. Zanon

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In a modern society the factor corresponding to the increase in the level of quality in industrial production demand new techniques of control and machinery automation. In this context, this work presents the implementation of a Paraconsistent-Fuzzy Digital PID controller. The controller is based on the treatment of inconsistencies both in the Paraconsistent Logic and in the Fuzzy Logic. Paraconsistent analysis is performed on the signals applied to the system inputs using concepts from the Paraconsistent Annotated Logic with annotation of two values (PAL2v). The signals resulting from the paraconsistent analysis are two values defined as Dc - Degree of Certainty and Dct - Degree of Contradiction, which receive a treatment according to the Fuzzy Logic theory, and the resulting output of the logic actions is a single value called the crisp value, which is used to control dynamic system. Through an example, it was demonstrated the application of the proposed model. Initially, the Paraconsistent-Fuzzy Digital PID controller was built and tested in an isolated MATLAB environment and then compared to the equivalent Digital PID function of this software for standard step excitation. After this step, a level control plant was modeled to execute the controller function on a physical model, making the tests closer to the actual. For this, the control parameters (proportional, integral and derivative) were determined for the configuration of the conventional Digital PID controller and of the Paraconsistent-Fuzzy Digital PID, and the control meshes in MATLAB were assembled with the respective transfer function of the plant. Finally, the results of the comparison of the level control process between the Paraconsistent-Fuzzy Digital PID controller and the conventional Digital PID controller were presented.

Keywords: Fuzzy logic, paraconsistent annotated logic, level control, digital PID.

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Authors: Olayinka Gafar Okeola, Akinola Muyiwa Moore

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Urban population is rapidly increasing in Ilorin, (the capital of Kwara State of Nigeria) along with related increased water demand. The inadequacies of water supply services have forced the populace to depend on dug wells, boreholes, water tankers, street vendors etc. for their water needs. People spend hours daily carrying jerry can all around to collect and queue for water at the public water tap with high opportunity cost both in time and economic wastage. This situation motivated this study to assess the sustainability of an urban water supply services to unravel the factors undermining the effective delivery of services. Contingent Valuation Method was used to place value on water supply services using the Double Bounded Dichotomous Choice format for willingness to pay elicitation. A database was created with Microsoft Excel and Stata 12 Software to model and evaluate the variables that affect household willingness to pay. The results of the study reveal that about 92% of the total households surveyed were connected to the Government water supply out of which 87% reported that they were not satisfied with the existing services. The results furthered revealed that respondents are willing to pay ₦2500 monthly to enjoy sustainable water supply service delivery.

Keywords: Willingness-to-pay, contingent valuation method, Nigeria, service, delivery.

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Authors: Ammar M. Hassan, Ayoub Al-Hamadi, Yassin M. Y. Hasan, Mohamed A. A. Wahab, Bernd Michaelis

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Because of the great advance in multimedia technology, digital multimedia is vulnerable to malicious manipulations. In this paper, a public key self-recovery block-based video authentication technique is proposed which can not only precisely localize the alteration detection but also recover the missing data with high reliability. In the proposed block-based technique, multiple description coding MDC is used to generate two codes (two descriptions) for each block. Although one block code (one description) is enough to rebuild the altered block, the altered block is rebuilt with better quality by the two block descriptions. So using MDC increases the ratability of recovering data. A block signature is computed using a cryptographic hash function and a doubly linked chain is utilized to embed the block signature copies and the block descriptions into the LSBs of distant blocks and the block itself. The doubly linked chain scheme gives the proposed technique the capability to thwart vector quantization attacks. In our proposed technique , anyone can check the authenticity of a given video using the public key. The experimental results show that the proposed technique is reliable for detecting, localizing and recovering the alterations.

Keywords: Authentication, hash function, multiple descriptioncoding, public key encryption, watermarking.

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Authors: T. Männistö, M. Finger

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The events of October 2010, where terrorists managed to get explosive devices onboard of three passenger aircrafts and two air freighters, demonstrated weaknesses of the international air cargo and airmail security. Ever since, postal security has gained interest among policymakers and authorities. This study augments the limited body of academic literature on the topic bydemarcating areas of postal security, identifying relevant stakeholders in each area, and investigating why these stakeholders engage in postal security. Research is based on a case study on Swiss Post’s mail service.

Keywords: Dangerous goods, mail bombs, postal security, supply chain security, theft of mail, trafficking.

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Authors: A. Bumbová, M. Čáslavský, F. Božek, J. Dvořák

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The paper deals with the analysis of hazards and sensitivity of potential resource of emergency water supply of population in a selected region of the Czech Republic. The procedure of identification and analysis of hazards and sensitivity is carried out on the basis of a unique methodology of classifying the drinking water resources earmarked for emergency supply of population. The hazard identification is based on a general register of hazards for individual parts of hydrological structure and the elements of technological equipment. It is followed by a semi-quantitative point indexation for the activation of each identified hazard, i.e. fires of anthropogenic origin, flood and the increased radioactive background accompanied by the leak of radon. Point indexation of sensitivity has been carried out at the same time. The analysis is the basis for a risk assessment of potential resource of emergency supply of population and the subsequent classification of such resource within the system of crisis planning.

Keywords: Hazard identification, sensitivity, semi-quantitative assessment, emergency water supply, crisis situation, ground water.

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Authors: Asim Majeed, Anwar Ul Haq, Mike, Lloyd-Williams, Arshad Jamal, Usman Butt

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This study aims to investigate the impact of data leak of M&S customers on digital communities. Modern businesses are using digital communities as an important public relations tool for marketing purposes. This form of communication helps companies to build better relationship with their customers which also act as another source of information. The communication between the customers and the organizations is not regulated so users may post positive and negative comments. There are new platforms being developed on a daily basis and it is very crucial for the businesses to not only get themselves familiar with those but also know how to reach their existing and perspective consumers. The driving force of marketing and communication in modern businesses is the digital communities and these are continuously increasing and developing. This phenomenon is changing the way marketing is conducted. The current research has discussed the implications on M&S business performance since the data was exploited on digital communities; users contacted M&S and raised the security concerns. M&S closed down its website for few hours to try to resolve the issue. The next day M&S made a public apology about this incidence. This information was proliferated on various digital communities and it has impacted negatively on M&S brand name, sales and customers. The content analysis approach is being used to collect qualitative data from 100 digital bloggers including social media communities such as Facebook and Twitter. The results and finding provide useful new insights into the nature and form of security concerns of digital users. Findings have theoretical and practical implications. This research will showcase a large corporation utilizing various digital community platforms and can serve as a model for future organizations.

Keywords: Digital, communities, performance, dissemination, implications, data, exploitation.

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