Search results for: Network and Information Security

Authors: Changhwan Choi, Yongwan Park

Abstract:

In this paper, we propose a method that allows faster and more accurate detection of traffic lights by a vision sensor during driving, DGPS is used to obtain physical location of a traffic light, extract from the image information of the vision sensor only the traffic light area at this location and ascertain if the sign is in operation and determine its form. This method can solve the problem in existing research where low visibility at night or reflection under bright light makes it difficult to recognize the form of traffic light, thus making driving unstable. We compared our success rate of traffic light recognition in day and night road environments. Compared to previous researches, it showed similar performance during the day but 50% improvement at night.

Keywords: Traffic light, Intelligent vehicle, Night, Detection, DGPS (Differential Global Positioning System).

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Authors: Girija Chetty, Renuka Biswas

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In this paper, we propose novel algorithmic models based on information fusion and feature transformation in crossmodal subspace for different types of residue features extracted from several intra-frame and inter-frame pixel sub-blocks in video sequences for detecting digital video tampering or forgery. An evaluation of proposed residue features – the noise residue features and the quantization features, their transformation in cross-modal subspace, and their multimodal fusion, for emulated copy-move tamper scenario shows a significant improvement in tamper detection accuracy as compared to single mode features without transformation in cross-modal subspace.

Keywords: image tamper detection, digital forensics, correlation features image fusion

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Authors: Ashraf Khalil, Salam Abdallah, Khalil Al-hilo, Ebere Iroadu

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Financial literacy is one of the key factors needed in making informed financial decisions. As businesses continue to be more profit driven, more financial and economic intrigues arise that continue to put individuals at the risk of spending more and more without considering the short term and long term effects. We conducted a study to assess financial literacy and financial decision making among Emiratis. Our results show that financial literacy is lacking among Emiratis. Also, almost half of respondents owe loans to other peoples and 1/5 of them have bank loans. We expect that the outcome of this research will be useful for designing educational programs and policies to promote financial planning and security among Emiratis. We also posit that deeper and more informed understanding of this problem is a precursor for developing effective financial education programs with the aim of improving financial decision- making among Emiratis.

Keywords: Financial literacy, loans, financial planning, Emiratis.

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Authors: Nikunj Agarwal, M. P. Sebastian

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Cloud computing can reduce the start-up expenses of implementing EHR (Electronic Health Records). However, many of the healthcare institutions are yet to implement cloud computing due to the associated privacy and security issues. In this paper, we analyze the challenges and opportunities of implementing cloud computing in healthcare. We also analyze data of over 5000 US hospitals that use Telemedicine applications. This analysis helps to understand the importance of smart phones over the desktop systems in different departments of the healthcare institutions. The wide usage of smartphones and cloud computing allows ubiquitous and affordable access to the health data by authorized persons, including patients and doctors. Cloud computing will prove to be beneficial to a majority of the departments in healthcare. Through this analysis, we attempt to understand the different healthcare departments that may benefit significantly from the implementation of cloud computing.

Keywords: Cloud computing, smart devices, healthcare, telemedicine.

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Authors: Zaharani Ahmad, Nor Hashimah Jalaluddin

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The aim of this paper is to examine and identify the issue of linguistic redundancy in two competing grammars of Malay, namely the school grammar and the corpus grammar. The former is a normative grammar which is formally and prescriptively taught in the classroom, whereas the latter is a descriptive grammar that is informally acquired and mastered by the students as native speakers of the language outside the classroom. Corpus grammar is depicted based on its actual used in natural occurring texts, as attested in the corpus. It is observed that the grammar taught in schools is incompatible with the grammar used in the corpus. For instance, a noun phrase containing nominal reduplicated form which denotes plurality (i.e. murid-murid ‘students’ which is derived from murid ‘student’) and a modifier categorized as quantifiers (i.e. semua ‘all’, seluruh ‘entire’, and kebanyakan ‘most’) is not acceptable in the school grammar because the formation (i.e. semua murid-murid ‘all the students’ kebanyakan pelajar-pelajar ‘most of the students’) is claimed to be redundant, and redundancy is prohibited in the grammar. Redundancy is generally construed as the property of speech and language by which more information is provided than is precisely required for the message to be understood, so that, if some information is omitted, the remaining information will still be sufficient for the message to be comprehended. Thus, the correct construction to be used is strictly the reduplicated form (i.e. murid-murid ‘students’) or the quantifier plus the root (i.e. semua murid ‘all the students’) with the intention that the grammatical meaning of plural is not repeated. Nevertheless, the so-called redundant form (i.e. kebanyakan pelajar-pelajar ‘most of the students’) is frequently used in the corpus grammar. This study shows that there are a number of redundant forms occur in the morphology of the language, particularly in affixation, reduplication and combination of both. Apparently, the so-called redundancy has grammatical and socio-cultural functions in communication that is to give emphasis and to stress the importance of the information delivered by the speakers or writers.

Keywords: Corpus grammar, morphology, redundancy, school grammar.

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Authors: Faisal Aburub, Wael Hadi

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Data mining is the process of extracting useful or hidden information from a large database. Extracted information can be used to discover relationships among features, where data objects are grouped according to logical relationships; or to predict unseen objects to one of the predefined groups. In this paper, we aim to investigate four well-known data mining algorithms in order to predict groundwater areas in Jordan. These algorithms are Support Vector Machines (SVMs), Naïve Bayes (NB), K-Nearest Neighbor (kNN) and Classification Based on Association Rule (CBA). The experimental results indicate that the SVMs algorithm outperformed other algorithms in terms of classification accuracy, precision and F1 evaluation measures using the datasets of groundwater areas that were collected from Jordanian Ministry of Water and Irrigation.

Keywords: Classification, data mining, evaluation measures, groundwater.

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Authors: Chukiat Chaiboonsri, Satawat Wannapan

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This paper used an asymmetric informative concept to apply in the macroeconomic model estimation of the tourism sector in Thailand. The variables used to statistically analyze are Thailand international and domestic tourism revenues, the expenditures of foreign and domestic tourists, service investments by private sectors, service investments by the government of Thailand, Thailand service imports and exports, and net service income transfers. All of data is a time-series index which was observed between 2002 and 2015. Empirically, the tourism multiplier and accelerator were estimated by two statistical approaches. The first was the result of the Generalized Method of Moments model (GMM) based on the assumption which the tourism market in Thailand had perfect information (Symmetrical data). The second was the result of the Maximum Entropy Bootstrapping approach (MEboot) based on the process that attempted to deal with imperfect information and reduced uncertainty in data observations (Asymmetrical data). In addition, the tourism leakages were investigated by a simple model based on the injections and leakages concept. The empirical findings represented the parameters computed from the MEboot approach which is different from the GMM method. However, both of the MEboot estimation and GMM model suggests that Thailand’s tourism sectors are in a period capable of stimulating the economy.

Keywords: Thailand tourism, maximum entropy bootstrapping approach, macroeconomic model, asymmetric information.

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Authors: Lily Ingsrisawang, Supawadee Ingsriswang, Saisuda Somchit, Prasert Aungsuratana, Warawut Khantiyanan

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This paper presents the methodology from machine learning approaches for short-term rain forecasting system. Decision Tree, Artificial Neural Network (ANN), and Support Vector Machine (SVM) were applied to develop classification and prediction models for rainfall forecasts. The goals of this presentation are to demonstrate (1) how feature selection can be used to identify the relationships between rainfall occurrences and other weather conditions and (2) what models can be developed and deployed for predicting the accurate rainfall estimates to support the decisions to launch the cloud seeding operations in the northeastern part of Thailand. Datasets collected during 2004-2006 from the Chalermprakiat Royal Rain Making Research Center at Hua Hin, Prachuap Khiri khan, the Chalermprakiat Royal Rain Making Research Center at Pimai, Nakhon Ratchasima and Thai Meteorological Department (TMD). A total of 179 records with 57 features was merged and matched by unique date. There are three main parts in this work. Firstly, a decision tree induction algorithm (C4.5) was used to classify the rain status into either rain or no-rain. The overall accuracy of classification tree achieves 94.41% with the five-fold cross validation. The C4.5 algorithm was also used to classify the rain amount into three classes as no-rain (0-0.1 mm.), few-rain (0.1- 10 mm.), and moderate-rain (>10 mm.) and the overall accuracy of classification tree achieves 62.57%. Secondly, an ANN was applied to predict the rainfall amount and the root mean square error (RMSE) were used to measure the training and testing errors of the ANN. It is found that the ANN yields a lower RMSE at 0.171 for daily rainfall estimates, when compared to next-day and next-2-day estimation. Thirdly, the ANN and SVM techniques were also used to classify the rain amount into three classes as no-rain, few-rain, and moderate-rain as above. The results achieved in 68.15% and 69.10% of overall accuracy of same-day prediction for the ANN and SVM models, respectively. The obtained results illustrated the comparison of the predictive power of different methods for rainfall estimation.

Keywords: Machine learning, decision tree, artificial neural network, support vector machine, root mean square error.

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Authors: Minjeong Kim, Seungchul Lee, Iman Janghorban Esfahani, Jeong Tai Kim, Chang Kyoo Yoo

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This study was carried out for an underground subway station at Seoul Metro, Korea. The optimal set-points of the ventilation control system are determined every 3 hours, then, the ventilation controller adjusts the ventilation fan speed according to the optimal set-point changes. Compared to manual ventilation system which is operated irrespective of the OAQ, the IDP-based ventilation control system saves 3.7% of the energy consumption. Compared to the fixed set-point controller which is operated irrespective of the IAQ diurnal variation, the IDP-based controller shows better performance with a 2% decrease in energy consumption, maintaining the comfortable IAQ range inside the station.

Keywords: Indoor air quality, iterative dynamic algorithm, outdoor air information, ventilation control system.

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Authors: K. Suganya Devi, P. Srinivasan, M. P. Vaishnave, G. Arutperumjothi

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Today’s internet world is highly prone to various online attacks, of which the most harmful attack is phishing. The attackers host the fake websites which are very similar and look alike. We propose an image based authentication using steganography and visual cryptography to prevent phishing. This paper presents a secure steganographic technique for true color (RGB) images and uses Discrete Cosine Transform to compress the images. The proposed method hides the secret data inside the cover image. The use of visual cryptography is to preserve the privacy of an image by decomposing the original image into two shares. Original image can be identified only when both qualified shares are simultaneously available. Individual share does not reveal the identity of the original image. Thus, the existence of the secret message is hard to be detected by the RS steganalysis.

Keywords: Image security, random LSB, steganography, visual cryptography.

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Authors: Sofia Elena Colesca, Dobrica Liliana

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The Romanian government has been making significant attempts to make its services and information available on the Internet. According to the UN e-government survey conducted in 2008, Romania comes under mid range countries by utilization of egovernment (percent of utilization 41%). Romania-s national portal www.e-guvernare.ro aims at progressively making all services and information accessible through the portal. However, the success of these efforts depends, to a great extent, on how well the targeted users for such services, citizens in general, make use of them. For this reason, the purpose of the presented study was to identify what factors could affect the citizens' adoption of e-government services. The study is an extension of the Technology Acceptance Model. The proposed model was validated using data collected from 481 citizens. The results provided substantial support for all proposed hypotheses and showed the significance of the extended constructs.

Keywords: e-government, citizen's adoption, TechnologyAcceptance model.

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Authors: Md Fazlul Kader, Soo Young Shin

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In this paper, we consider a cognitive relay network (CRN) in which the primary receiver (PR) is protected by peak transmit power ¯PST and/or peak interference power Q constraints. In addition, the interference effect from the primary transmitter (PT) is considered to show its impact on the performance of the CRN. We investigate the outage probability (OP) and outage capacity (OC) of the CRN by deriving closed-form expressions over Rayleigh fading channel. Results show that both the OP and OC improve by increasing the cooperative relay nodes as well as when the PT is far away from the SR.

Keywords: Cognitive relay, outage, interference limited, decode-and-forward (DF).

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Authors: Yong-Je Choi, Moo-Seop Kim, Hang-Rok Lee, Ho-Won Kim

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Polynomial bases and normal bases are both used for elliptic curve cryptosystems, but field arithmetic operations such as multiplication, inversion and doubling for each basis are implemented by different methods. In general, it is said that normal bases, especially optimal normal bases (ONB) which are special cases on normal bases, are efficient for the implementation in hardware in comparison with polynomial bases. However there seems to be more examined by implementing and analyzing these systems under similar condition. In this paper, we designed field arithmetic operators for each basis over GF(2233), which field has a polynomial basis recommended by SEC2 and a type-II ONB both, and analyzed these implementation results. And, in addition, we predicted the efficiency of two elliptic curve cryptosystems using these field arithmetic operators.

Keywords: Elliptic Curve Cryptosystem, Crypto Algorithm, Polynomial Basis, Optimal Normal Basis, Security.

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Authors: Thang Manh Hoang

Abstract:

Recent research result has shown that two multidelay feedback systems can synchronize each other under different schemes, i.e. lag, projective-lag, anticipating, or projectiveanticipating synchronization. There, the driving signal is significantly complex due that it is constituted by multiple nonlinear transformations of delayed state variable. In this paper, a secure communication model is proposed based on synchronization of coupled multidelay feedback systems, in which the plain signal is mixed with a complex signal at the transmitter side and it is precisely retrieved at the receiver side. The effectiveness of the proposed model is demonstrated and verified in the specific example, where the message signal is masked directly by the complex signal and security is examined under the breaking method of power spectrum analysis.

Keywords: chaos synchronization, time-delayed system, chaosbasedsecure communications

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Authors: W. Mughees, M. Al-Ahmad, M. Naeem

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This research involves the design and analysis of pinch-based water/wastewater networks to minimize water utility in the petrochemical and petroleum industries. A study has been done on Tehran Oil Refinery to analyze feasibilities of regeneration, reuse and recycling of water network. COD is considered as a single key contaminant. Amount of freshwater was reduced about 149m3/h (43.8%) regarding COD. Re-design (or retrofitting) of water allocation in the networks was undertaken. The results were analyzed through graphical method and mathematical programming technique which clearly demonstrated that amount of required water would be determined by mass transfer of COD.

Keywords: Minimization, Water Pinch, Water Management, Pollution Prevention.

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Authors: E.V. Butilă, F. Gîrbacia

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In order to give high expertise the computer aided design of mechanical systems involves specific activities focused on processing two type of information: knowledge and data. Expert rule based knowledge is generally processing qualitative information and involves searching for proper solutions and their combination into synthetic variant. Data processing is based on computational models and it is supposed to be inter-related with reasoning in the knowledge processing. In this paper an Intelligent Integrated System is proposed, for the objective of choosing the adequate material. The software is developed in Prolog – Flex software and takes into account various constraints that appear in the accurate operation of gears.

Keywords: Expert System, computer aided design, gear boxdesign, chose material, Prolog, Flex

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Authors: J.W. Xiang, M. Liang

Abstract:

This paper presents a method to detect multiple cracks based on frequency information. When a structure is subjected to dynamic or static loads, cracks may develop and the modal frequencies of the cracked structure may change. To detect cracks in a structure, we construct a high precision wavelet finite element (EF) model of a certain structure using the B-spline wavelet on the interval (BSWI). Cracks can be modeled by rotational springs and added to the FE model. The crack detection database will be obtained by solving that model. Then the crack locations and depths can be determined based on the frequency information from the database. The performance of the proposed method has been numerically verified by a rotor example.

Keywords: Rotor, frequency measurement, multiple cracks, wavelet finite element method, identification.

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Authors: Reginald D. Smith

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The dynamics of User Datagram Protocol (UDP) traffic over Ethernet between two computers are analyzed using nonlinear dynamics which shows that there are two clear regimes in the data flow: free flow and saturated. The two most important variables affecting this are the packet size and packet flow rate. However, this transition is due to a transcritical bifurcation rather than phase transition in models such as in vehicle traffic or theorized large-scale computer network congestion. It is hoped this model will help lay the groundwork for further research on the dynamics of networks, especially computer networks.

Keywords: congestion, packet flow, Internet, traffic dynamics, transcritical bifurcation

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Authors: Jarrod Trevathan, Trina Myers

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Social networking is one of the most successful and popular tools to emerge from the Web 2.0 era. However, the increased interconnectivity and access to peoples- personal lives and information has created a plethora of opportunities for the nefarious side of human nature to manifest. This paper categorizes and describes the major types of anti-social behavior and criminal activity that can arise through undisciplined use and/or misuse of social media. We specifically address identity theft, misrepresentation of information posted, cyber bullying, children and social networking, and social networking in the work place. Recommendations are provided for how to reduce the risk of being the victim of a crime or engaging in embarrassing behavior that could irrevocably harm one-s reputation either professionally or personally. We also discuss what responsibilities social networking companies have to protect their users and also what law enforcement and policy makers can do to help alleviate the problems.

Keywords: Identity theft, misrepresentation, cyber bullying, online scams.

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Authors: Hooriya Sadr Dadras, Shiva Seyed Erfani

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Speaking skills merit meticulous attention both on the side of the learners and the teachers. In particular, accuracy is a critical component to guarantee the messages to be conveyed through conversation because a wrongful change may adversely alter the content and purpose of the talk. Different types of tasks have served teachers to meet numerous educational objectives. Besides, negotiation of meaning and the use of different strategies have been areas of concern in socio-cultural theories of SLA. Negotiation of meaning is among the conversational processes which have a crucial role in facilitating the understanding and expression of meaning in a given second language. Conversational strategies are used during interaction when there is a breakdown in communication that leads to the interlocutor attempting to remedy the gap through talk. Therefore, this study was an attempt to investigate if there was any significant difference between the effect of reasoning gap tasks and information gap tasks on the frequency of conversational strategies used in negotiation of meaning in classrooms on one hand, and on the accuracy in speaking of Iranian intermediate EFL learners on the other. After a pilot study to check the practicality of the treatments, at the outset of the main study, the Preliminary English Test was administered to ensure the homogeneity of 87 out of 107 participants who attended the intact classes of a 15 session term in one control and two experimental groups. Also, speaking sections of PET were used as pretest and posttest to examine their speaking accuracy. The tests were recorded and transcribed to estimate the percentage of the number of the clauses with no grammatical errors in the total produced clauses to measure the speaking accuracy. In all groups, the grammatical points of accuracy were instructed and the use of conversational strategies was practiced. Then, different kinds of reasoning gap tasks (matchmaking, deciding on the course of action, and working out a time table) and information gap tasks (restoring an incomplete chart, spot the differences, arranging sentences into stories, and guessing game) were manipulated in experimental groups during treatment sessions, and the students were required to practice conversational strategies when doing speaking tasks. The conversations throughout the terms were recorded and transcribed to count the frequency of the conversational strategies used in all groups. The results of statistical analysis demonstrated that applying both the reasoning gap tasks and information gap tasks significantly affected the frequency of conversational strategies through negotiation. In the face of the improvements, the reasoning gap tasks had a more significant impact on encouraging the negotiation of meaning and increasing the number of conversational frequencies every session. The findings also indicated both task types could help learners significantly improve their speaking accuracy. Here, applying the reasoning gap tasks was more effective than the information gap tasks in improving the level of learners’ speaking accuracy.

Keywords: Accuracy in speaking, conversational strategies, information gap tasks, reasoning gap tasks.

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Authors: José Maria A. Pangilinan, Gerrit K. Janssens

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This paper presents an overview of the multiobjective shortest path problem (MSPP) and a review of essential and recent issues regarding the methods to its solution. The paper further explores a multiobjective evolutionary algorithm as applied to the MSPP and describes its behavior in terms of diversity of solutions, computational complexity, and optimality of solutions. Results show that the evolutionary algorithm can find diverse solutions to the MSPP in polynomial time (based on several network instances) and can be an alternative when other methods are trapped by the tractability problem.

Keywords: Multiobjective evolutionary optimization, geneticalgorithms, shortest paths.

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Authors: Daniela Matei, Radu Matei

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In this paper a class of analog algorithms based on the concept of Cellular Neural Network (CNN) is applied in some processing operations of some important medical images, namely retina images, for detecting various symptoms connected with diabetic retinopathy. Some specific processing tasks like morphological operations, linear filtering and thresholding are proposed, the corresponding template values are given and simulations on real retina images are provided.

Keywords: Diabetic retinopathy, pathology detection, cellular neural networks, analog algorithms.

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Authors: Jong-won Lee

Abstract:

Since Cloud environment has appeared as the most powerful keyword in the computing industry, the growth in VDI (Virtual Desktop Infrastructure) became remarkable in domestic market. In recent years, with the trend that mobile devices such as smartphones and pads spread so rapidly, the strengths of VDI that allows people to access and perform business on the move along with companies' office needs expedite more rapid spread of VDI. In this paper, mobile OTP (One-Time Password) authentication method is proposed to secure mobile device portability through rapid and secure authentication using mobile devices such as mobile phones or pads, which does not require additional purchase or possession of OTP tokens of users. To facilitate diverse and wide use of Services in the future, service should be continuous and stable, and above all, security should be considered the most important to meet advanced portability and user accessibility, the strengths of VDI.

Keywords: Cloud, VDI, OTP, Mobility

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Authors: Yolanda Ramírez Córcoles, Ángel Tejad Ponce, Agustín Baidez González

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Intellectual capital reporting becomes critical at universities, mainly due to the fact that knowledge is the main output as well as input in these institutions. In addition, universities have continuous external demands for greater information and transparency about the use of public funds, and are increasingly provided with greater autonomy regarding their organization, management, and budget allocation. This situation requires new management and reporting systems. The purpose of the present study is to provide a model for intellectual capital report in Spanish universities. To this end, a questionnaire was sent to every member of the Social Councils of Spanish public universities in order to identify which intangible elements university stakeholders demand most. Our proposal for an intellectual capital report aims to act as a guide to help the Spanish universities on the road to the presentation of information on intellectual capital which can assist stakeholders to make the right decisions.

Keywords: Intellectual capital, Spain, report, universities.

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Authors: Sheena Mathew, K. Poulose Jacob

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This paper describes the results of an extensive study and comparison of popular hash functions SHA-1, SHA-256, RIPEMD-160 and RIPEMD-320 with JERIM-320, a 320-bit hash function. The compression functions of hash functions like SHA-1 and SHA-256 are designed using serial successive iteration whereas those like RIPEMD-160 and RIPEMD-320 are designed using two parallel lines of message processing. JERIM-320 uses four parallel lines of message processing resulting in higher level of security than other hash functions at comparable speed and memory requirement. The performance evaluation of these methods has been done by using practical implementation and also by using step computation methods. JERIM-320 proves to be secure and ensures the integrity of messages at a higher degree. The focus of this work is to establish JERIM-320 as an alternative of the present day hash functions for the fast growing internet applications.

Keywords: Cryptography, Hash function, JERIM-320, Messageintegrity

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Authors: Jihan Abdulazeez Ahmed, Adnan Mohsin Abdulazeez Brifcani

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This paper suggests a new internal architecture of holon based on feature selection model using the combination of Bees Algorithm (BA) and Artificial Neural Network (ANN). BA is used to generate features while ANN is used as a classifier to evaluate the produced features. Proposed system is applied on the Wine dataset, the statistical result proves that the proposed system is effective and has the ability to choose informative features with high accuracy.

Keywords: Artificial Neural Networks, Holonic Approach, Feature Selection, Bee Algorithm.

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Authors: A. Ourici

Abstract:

This paper proposes a direct power control for doubly-fed induction machine for variable speed wind power generation. It provides decoupled regulation of the primary side active and reactive power and it is suitable for both electric energy generation and drive applications. In order to control the power flowing between the stator of the DFIG and the network, a decoupled control of active and reactive power is synthesized using PI controllers.The obtained simulation results show the feasibility and the effectiveness of the suggested method

Keywords: Doubly fed induction machine , decoupled power control , vector control , active and reactive power, PWM inverter

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Authors: Dan Ohev Zion, Alon Cohen

Abstract:

In recent years, the presence of short-range millimeter-wave radar in civil application has increased significantly. Autonomous driving, security, 3D imaging and high data rate communication systems are a few examples. The next challenge is the integration inside small form-factor devices, such as smartphones (e.g. gesture recognition). The main challenge is implementation of a truly low-power, low-complexity high-resolution radar. The most popular approach is the Frequency Modulated Continuous Wave (FMCW) radar, with an analog multiplication front-end. In this paper, we present an approach for adaptive estimation and correction of impairments of such front-end, specifically implemented using the Six-Port Device (SPD) as the multiplier element. The proposed algorithm was simulated and implemented on a 60 GHz radar lab prototype.

Keywords: Radar, millimeter-wave, six-port, FMCW Radar, IQ mismatch.

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Authors: Moulay A. Akhloufi, Abdelhakim Bendada

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In this work we present an efficient approach for face recognition in the infrared spectrum. In the proposed approach physiological features are extracted from thermal images in order to build a unique thermal faceprint. Then, a distance transform is used to get an invariant representation for face recognition. The obtained physiological features are related to the distribution of blood vessels under the face skin. This blood network is unique to each individual and can be used in infrared face recognition. The obtained results are promising and show the effectiveness of the proposed scheme.

Keywords: Face recognition, biometrics, infrared imaging.

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Authors: D. Wrzecionkowska

Abstract:

Mass media campaigns against obesity are often designed to impact large audiences. This usually means that their audience is defined based on general demographic characteristics like age, gender, occupation etc., not taking into account psychographics like behavior, motivations, wants, etc. Using psychographics, as the base for the audience segmentation, is a common practice in case of successful campaigns, as it allows developing more relevant messages. It also serves a purpose of identifying key segments, those that generate the best return on investment. For a health campaign, that would be segments that have the best chance of being converted into healthy lifestyle at the lowest cost. This paper presents the limitations of the demographic targeting, based on the findings from the reception study of IMSS (Mexican Social Security Institute) antiobesity TV commercials and proposes mothers as the first level of segmentation, in the process of identifying the key segment for these campaigns.

Keywords: Anti-obesity campaigns, mothers, segmentation, targeting.

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