Search results for: digital marketing maturity model

Authors: Arthur David Snider, Laiq Azam

Abstract:

The classic problem of recovering arbitrary values of a band-limited signal from its samples has an added complication in software radio applications; namely, the resampling calculations inevitably fold aliases of the analog signal back into the original bandwidth. The phenomenon is quantified by the spur-free dynamic range. We demonstrate how a novel application of the Remez (Parks- McClellan) algorithm permits optimal signal recovery and SFDR, far surpassing state-of-the-art resamplers.

Keywords: Sampling methods, Signal sampling, Digital radio, Digital-analog conversion.

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Authors: Mehdi Shami Zanjani, Roshanak Rouzbehani, Hosein Dabbagh

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Although current competitive challenges induced by today-s digital economy place their main emphasis on organizational knowledge, customer knowledge has been overlooked. On the other hand, the business community has finally begun to realize the important role customer knowledge can play in the organizational boundaries of the corporate arena. As a result, there is an emerging market for the tools and utilities whose objective is to provide the intelligence for knowledge sharing between the businesses and their customers. In this paper, we present a conceptual model of customer knowledge management by identifying and analyzing the existing tools in the market. The focus will be upon the emerging British dotcom industry whose customer based B2C behavior has been an influential part of the knowledge based intelligence tools in existence today.

Keywords: Customer knowledge, customer knowledge management, knowledge management, B2C E-commerce.

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Authors: Bao Jinsong, Hu Xiaofeng, Wang Wei, Yu Dili, Jin Ye

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The paper researched and presented a virtual simulation system based on a full-digital lunar terrain, integrated with kinematics and dynamics module as well as autonomous navigation simulation module. The system simulation models are established. Enabling technologies such as digital lunar surface module, kinematics and dynamics simulation, Autonomous navigation are investigated. A prototype system for lunar rover locomotion simulation is developed based on these technologies. Autonomous navigation is a key echnology in lunar rover system, but rarely involved in virtual simulation system. An autonomous navigation simulation module have been integrated in this prototype system, which was proved by the simulation results that the synthetic simulation and visualizing analysis system are established in the system, and the system can provide efficient support for research on the autonomous navigation of lunar rover.

Keywords: Lunar rover, virtual simulation, autonomous navigation, full-digital lunar terrain

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Authors: Kamaruddin Malik Mohamad, Sapiee Haji Jamel, Mustafa Mat Deris

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Memory forensic is important in digital investigation. The forensic is based on the data stored in physical memory that involve memory management and processing time. However, the current forensic tools do not consider the efficiency in terms of storage management and the processing time. This paper shows the high redundancy of data found in the physical memory that cause inefficiency in processing time and memory management. The experiment is done using Borland C compiler on Windows XP with 512 MB of physical memory.

Keywords: Digital Evidence, Memory Forensics.

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Authors: J.S. Ubhi, M.S. Patterh, T.S. Kamal

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Exact expressions for bit-error probability (BEP) for coherent square detection of uncoded and coded M-ary quadrature amplitude modulation (MQAM) using an array of antennas with maximal ratio combining (MRC) in a flat fading channel interference limited system in a Nakagami-m fading environment is derived. The analysis assumes an arbitrary number of independent and identically distributed Nakagami interferers. The results for coded MQAM are computed numerically for the case of (24,12) extended Golay code and compared with uncoded MQAM by plotting error probabilities versus average signal-to-interference ratio (SIR) for various values of order of diversity N, number of distinct symbols M, in order to examine the effect of cochannel interferers on the performance of the digital communication system. The diversity gains and net gains are also presented in tabular form in order to examine the performance of digital communication system in the presence of interferers, as the order of diversity increases. The analytical results presented in this paper are expected to provide useful information needed for design and analysis of digital communication systems with space diversity in wireless fading channels.

Keywords: Cochannel interference, maximal ratio combining, Nakagami-m fading, wireless digital communications.

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Authors: Isaac O. Asante, Yushi Jiang, Hailin Tao

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Livestreaming marketing, the new electronic commerce element, has become an optional marketing channel following the COVID-19 pandemic, and many sellers are leveraging the features presented by livestreaming to increase sales. This study was conducted to measure real-time observable interactions between consumers and sellers. Based on the affordance theory, this study conceptualized constructs representing the interactive features and examined how they drive consumers’ purchase willingness during livestreaming sessions using 1238 datasets from Amazon Live, following the manual observation of transaction records. Using structural equation modeling, the ordinary least square regression suggests that live viewers, new followers, live chats, and likes positively affect purchase willingness. The Sobel and Monte Carlo tests show that new followers, live chats, and likes significantly mediate the relationship between live viewers and purchase willingness. The study presents a way of measuring interactions in livestreaming commerce and proposes a way to manually gather data on consumer behaviors in livestreaming platforms when the application programming interface (API) of such platforms does not support data mining algorithms.

Keywords: Livestreaming marketing, live chats, live viewers, likes, new followers, purchase willingness.

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Authors: K. Machida, H. Yamada

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Displacement measurement was conducted on compact normal and shear specimens made of acrylic homogeneous material subjected to mixed-mode loading by digital image correlation. The intelligent hybrid method proposed by Nishioka et al. was applied to the stress-strain analysis near the crack tip. The accuracy of stress-intensity factor at the free surface was discussed from the viewpoint of both the experiment and 3-D finite element analysis. The surface images before and after deformation were taken by a CMOS camera, and we developed the system which enabled the real time stress analysis based on digital image correlation and inverse problem analysis. The great portion of processing time of this system was spent on displacement analysis. Then, we tried improvement in speed of this portion. In the case of cracked body, it is also possible to evaluate fracture mechanics parameters such as the J integral, the strain energy release rate, and the stress-intensity factor of mixed-mode. The 9-points elliptic paraboloid approximation could not analyze the displacement of submicron order with high accuracy. The analysis accuracy of displacement was improved considerably by introducing the Newton-Raphson method in consideration of deformation of a subset. The stress-intensity factor was evaluated with high accuracy of less than 1% of the error.

Keywords: Digital image correlation, mixed mode, Newton-Raphson method, stress intensity factor.

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Authors: B. Mahmoud, M.H. Bedoui, R. Raychev, H. Essabbah

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We present in this paper an acquisition and treatment system designed for semi-analog Gamma-camera. It consists of a nuclear medical Image Acquisition, Treatment and Display chain(IATD) ensuring the acquisition, the treatment of the signals(resulting from the Gamma-camera detection head) and the scintigraphic image construction in real time. This chain is composed by an analog treatment board and a digital treatment board. We describe the designed systems and the digital treatment algorithms in which we have improved the performance and the flexibility. The digital treatment algorithms are implemented in a specific reprogrammable circuit FPGA (Field Programmable Gate Array).interface for semi-analog cameras of Sopha Medical Vision(SMVi) by taking as example SOPHY DS7. The developed system consists of an Image Acquisition, Treatment and Display (IATD) ensuring the acquisition and the treatment of the signals resulting from the DH. The developed chain is formed by a treatment analog board and a digital treatment board designed around a DSP [2]. In this paper we have presented the architecture of a new version of our chain IATD in which the integration of the treatment algorithms is executed on an FPGA (Field Programmable Gate Array)

Keywords: Nuclear medical image, scintigraphic image, digitaltreatment, linearity, spectrometry, FPGA.

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Authors: Yasunori Sugita, Toshinori Yoshikawa

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The design problem of Infinite Impulse Response (IIR) digital filters is usually expressed as the minimization problem of the complex magnitude error that includes both the magnitude and phase information. However, the group delay of the filter obtained by solving such design problem may be far from the desired group delay. In this paper, we propose a design method of stable IIR digital filters with prespecified maximum group delay errors. In the proposed method, the approximation problems of the magnitude-phase and group delay are separately defined, and these two approximation problems are alternately solved using successive projections. As a result, the proposed method can design the IIR filters that satisfy the prespecified allowable errors for not only the complex magnitude but also the group delay by alternately executing the coefficient update for the magnitude-phase and the group delay approximation. The usefulness of the proposed method is verified through some examples.

Keywords: Filter design, Group delay approximation, Stable IIRfilters, Successive projection method.

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Authors: Roman Graf, Sergiu Gordea, Heather M. Ryan

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This paper presents an approach for easy creation and classification of institutional risk profiles supporting endangerment analysis of file formats. The main contribution of this work is the employment of data mining techniques to support set up of the most important risk factors. Subsequently, risk profiles employ risk factors classifier and associated configurations to support digital preservation experts with a semi-automatic estimation of endangerment group for file format risk profiles. Our goal is to make use of an expert knowledge base, accuired through a digital preservation survey in order to detect preservation risks for a particular institution. Another contribution is support for visualisation of risk factors for a requried dimension for analysis. Using the naive Bayes method, the decision support system recommends to an expert the matching risk profile group for the previously selected institutional risk profile. The proposed methods improve the visibility of risk factor values and the quality of a digital preservation process. The presented approach is designed to facilitate decision making for the preservation of digital content in libraries and archives using domain expert knowledge and values of file format risk profiles. To facilitate decision-making, the aggregated information about the risk factors is presented as a multidimensional vector. The goal is to visualise particular dimensions of this vector for analysis by an expert and to define its profile group. The sample risk profile calculation and the visualisation of some risk factor dimensions is presented in the evaluation section.

Keywords: linked open data, information integration, digital libraries, data mining.

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Authors: Mohammed Abdalla Osman Mukhtar, Azween Abdullah, Alan Giffin Downe

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Model mapping and transformation are important processes in high level system abstractions, and form the cornerstone of model-driven architecture (MDA) techniques. Considerable research in this field has devoted attention to static system abstraction, despite the fact that most systems are dynamic with high frequency changes in behavior. In this paper we provide an overview of work that has been done with regard to behavior model mapping and transformation, based on: (1) the completeness of the platform independent model (PIM); (2) semantics of behavioral models; (3) languages supporting behavior model transformation processes; and (4) an evaluation of model composition to effect the best approach to describing large systems with high complexity.

Keywords: MDA; PIM, PSM, QVT, Model Transformation

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Authors: Huaiyu Zhang

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The method of modeling is the key technology for digital mockup (DMU). Based upon the developing for mechanical product DMU, the theory, method and approach for virtual environment (VE) and virtual object (VO) were studied. This paper has expounded the design goal and architecture of DMU system, analyzed the method of DMU application, and researched the general process of physics modeling and behavior modeling.

Keywords: DMU, VR, virtual environment, virtual object, physics modeling, behavior modeling

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Authors: Zheng Zhang, Xin Chen, Guoqing Ding

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Electronic apex locators (EAL) has been widely used clinically for measuring root canal working length with high accuracy, which is crucial for successful endodontic treatment. In order to maintain high accuracy in different measurement environments, this study presented a system for root canal length measurement based on multifrequency impedance method. This measuring system can generate a sweep current with frequencies from 100 Hz to 1 MHz through a direct digital synthesizer. Multiple impedance ratios with different combinations of frequencies were obtained and transmitted by an analog-to-digital converter and several of them with representatives will be selected after data process. The system analyzed the functional relationship between these impedance ratios and the distance between the file and the apex with statistics by measuring plenty of teeth. The position of the apical foramen can be determined by the statistical model using these impedance ratios. The experimental results revealed that the accuracy of the system based on multifrequency impedance ratios method to determine the position of the apical foramen was higher than the dual-frequency impedance ratio method. Besides that, for more complex measurement environments, the performance of the system was more stable.

Keywords: Root canal length, apex locator, multifrequency impedance, sweep frequency.

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Authors: Endrick Barnacin, Jean-Luc Henry, Jack Molinié, Jimmy Nagau, Hélène Delatte, Gérard Lebreton

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Palynology is a field of interest for many disciplines. It has multiple applications such as chronological dating, climatology, allergy treatment, and even honey characterization. Unfortunately, the analysis of a pollen slide is a complicated and time-consuming task that requires the intervention of experts in the field, which is becoming increasingly rare due to economic and social conditions. So, the automation of this task is a necessity. Pollen slides analysis is mainly a visual process as it is carried out with the naked eye. That is the reason why a primary method to automate palynology is the use of digital image processing. This method presents the lowest cost and has relatively good accuracy in pollen retrieval. In this work, we propose a system combining recognition and grouping of pollen. It consists of using a Logistic Model Tree to classify pollen already known by the proposed system while detecting any unknown species. Then, the unknown pollen species are divided using a cluster-based approach. Success rates for the recognition of known species have been achieved, and automated clustering seems to be a promising approach.

Keywords: Pollen recognition, logistic model tree, expectation-maximization, local binary pattern.

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Authors: Kerem Ok, Serafettin Senturk, Serdar Aktas, Cem Cevikbas

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Mobile technology is very popular nowadays and it provides a digital world where users can experience many value-added services. Service Providers are also eager to offer diverse value-added services to users such as digital identity, mobile financial services and so on. In this context, the security of data storage in smartphones and the security of communication between the smartphone and service provider are critical for the success of these services. In order to provide the required security functions, the SIM card is one acceptable alternative. Since SIM cards include a Secure Element, they are able to store sensitive data, create cryptographically secure keys, encrypt and decrypt data. In this paper, we design and implement a SIM and a smartphone framework that uses a SIM card for secure key generation, key storage, data encryption, data decryption and digital signing for mobile financial services. Our frameworks show that the SIM card can be used as a controlled Secure Element to provide required security functions for popular e-services such as mobile financial services.

Keywords: SIM Card, mobile financial services, cryptography, secure data storage.

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Authors: Lise P. Labéjof, Krisnayne S. Ribeiro, Jackson A. Santos, Nicolle P. dos Santos

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An unrecorded experiment of use of the smartphone as a tool for practical classes of histology is presented in this paper. Behavior and learning of students of science courses at the University were analyzed and compared as well as the mode of teaching of this discipline and the appreciation of the students, using either digital photographs taken by phone or drawings for record microscopic observations, analyze and interpret histological sections of human or animal tissues.

Keywords: Cell phone, digital micrographs, learning of sciences, teaching practices.

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Authors: Samira Mabtoul, Elhassan Ibn Elhaj, Driss Aboutajdine

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In this paper a new robust digital image watermarking algorithm based on the Complex Wavelet Transform is proposed. This technique embeds different parts of a watermark into different blocks of an image under the complex wavelet domain. To increase security of the method, two chaotic maps are employed, one map is used to determine the blocks of the host image for watermark embedding, and another map is used to encrypt the watermark image. Simulation results are presented to demonstrate the effectiveness of the proposed algorithm.

Keywords: Image watermarking, Chaotic map, DT-CWT.

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Authors: Aussadavut Dumrongsiri

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Web-based technologies have created numerous opportunities for electronic word-of-mouth (eWOM) communication. There are many factors that affect customer adoption and decisionmaking process. However, only a few researches focus on some factors such as the membership time of forum and propensity to trust. Using a discrete-time event simulation to simulate a diffusion model along with a consumer decision model, the study shows the effect of each factor on adoption of opinions on on-line discussion forum. The purpose of this study is to examine the effect of factor affecting information adoption and decision making process. The model is constructed to test quantitative aspects of each factor. The simulation study shows the membership time and the propensity to trust has an effect on information adoption and purchasing decision. The result of simulation shows that the longer the membership time in the communities and the higher propensity to trust could lead to the higher demand rates because consumers find it easier and faster to trust the person in the community and then adopt the eWOM. Other implications for both researchers and practitioners are provided.

Keywords: word of mouth, simulation, consumer behavior, ebusiness, marketing, diffusion process.

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Authors: Peter Burggräf, Matthias Dannapfel, Hanno Voet, Patrick-Benjamin Bök, Jérôme Uelpenich, Julian Hoppe

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The increasing digitalization of value chains can help companies to handle rising complexity in their processes and thereby reduce the steadily increasing planning and control effort in order to raise performance limits. Due to technological advances, companies face the challenge of smart value chains for the purpose of improvements in productivity, handling the increasing time and cost pressure and the need of individualized production. Therefore, companies need to ensure quick and flexible decisions to create self-optimizing processes and, consequently, to make their production more efficient. Lean production, as the most commonly used paradigm for complexity reduction, reaches its limits when it comes to variant flexible production and constantly changing market and environmental conditions. To lift performance limits, which are inbuilt in current value chains, new methods and tools must be applied. Digitalization provides the potential to derive these new methods and tools. However, companies lack the experience to harmonize different digital technologies. There is no practicable framework, which instructs the transformation of current value chains into digital pervasive value chains. Current research shows that a connection between lean production and digitalization exists. This link is based on factors such as people, technology and organization. In this paper, the introduced method for the determination of digitally pervasive value chains takes the factors people, technology and organization into account and extends existing approaches by a new dimension. It is the first systematic approach for the digital transformation of lean production and consists of four steps: The first step of ‘target definition’ describes the target situation and defines the depth of the analysis with regards to the inspection area and the level of detail. The second step of ‘analysis of the value chain’ verifies the lean-ability of processes and lies in a special focus on the integration capacity of digital technologies in order to raise the limits of lean production. Furthermore, the ‘digital evaluation process’ ensures the usefulness of digital adaptions regarding their practicability and their integrability into the existing production system. Finally, the method defines actions to be performed based on the evaluation process and in accordance with the target situation. As a result, the validation and optimization of the proposed method in a German company from the electronics industry shows that the digital transformation of current value chains based on lean production achieves a raise of their inbuilt performance limits.

Keywords: Digitalization, digital transformation, lean production, Industrie 4.0, value chain.

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Authors: Sara Blanc, José V. Benlloch-Dualde, Laura Grindei, Ana C. Torres, Angélica Monteiro

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This paper presents a study that leads an experience by introducing digital learning applied to a case study focused on primary and secondary school garden-based education. The approach represents an example for interaction among different education and research agents at different countries and levels, such as universities, public and private researches and schools, to get involved in the implementation of education for sustainable development that will make students become more sensible to natural environment, more responsible for their consumption, more aware about waste reduction and recycling, more conscious of the sustainable use of natural resources and, at the same time, more ‘digitally competent’. The experience was designed attending to the European digital education context and OECD (Organization for Economic Co-operation and Development) directives in transversal skills education. The paper presents the methodology carried out in the study as well as outcomes obtained from the experience.

Keywords: School gardens, primary education, secondary education, science technology and innovation in education, digital learning, sustainable development goals, university, knowledge transference.

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Authors: Noor Elaiza Abdul Khalid, Noorhayati Mohamed Noor, Zamalia Mahmud, Saadiah Yahya, and Norharyati Md Ariff

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Glaucoma diagnosis involves extracting three features of the fundus image; optic cup, optic disc and vernacular. Present manual diagnosis is expensive, tedious and time consuming. A number of researches have been conducted to automate this process. However, the variability between the diagnostic capability of an automated system and ophthalmologist has yet to be established. This paper discusses the efficiency and variability between ophthalmologist opinion and digital technique; threshold. The efficiency and variability measures are based on image quality grading; poor, satisfactory or good. The images are separated into four channels; gray, red, green and blue. A scientific investigation was conducted on three ophthalmologists who graded the images based on the image quality. The images are threshold using multithresholding and graded as done by the ophthalmologist. A comparison of grade from the ophthalmologist and threshold is made. The results show there is a small variability between result of ophthalmologists and digital threshold.

Keywords: Digital Fundus Image, Glaucoma Detection, Multithresholding, Segmentation.

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Authors: Nhu Van NGUYEN, Jean-Marc OGIER, Salvatore TABBONE, Alain BOUCHER

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The state-of-the-art Bag of Words model in Content- Based Image Retrieval has been used for years but the relevance feedback strategies for this model are not fully investigated. Inspired from text retrieval, the Bag of Words model has the ability to use the wealth of knowledge and practices available in text retrieval. We study and experiment the relevance feedback model in text retrieval for adapting it to image retrieval. The experiments show that the techniques from text retrieval give good results for image retrieval and that further improvements is possible.

Keywords: Relevance feedback, bag of words model, probabilistic model, vector space model, image retrieval

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Authors: W. Triampo, D. Baowan, I.M. Tang, N. Nuttavut, J. Wong-Ekkabut, G. Doungchawee

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In this work, we consider a deterministic model for the transmission of leptospirosis which is currently spreading in the Thai population. The SIR model which incorporates the features of this disease is applied to the epidemiological data in Thailand. It is seen that the numerical solutions of the SIR equations are in good agreement with real empirical data. Further improvements are discussed.

Keywords: Leptospirosis, SIR Model, Deterministic model, Thailand.

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Authors: El Miloud A.R. Reyouchi, Kamal Ghoumid, Koutaiba Amezian, Otman Mrabet

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This paper proposes and analyses the wireless telecommunication system with multiple antennas to the emission and reception MIMO (multiple input multiple output) with space diversity in a OFDM context. In particular it analyses the performance of a DTT (Digital Terrestrial Television) broadcasting system that includes MIMO-OFDM techniques. Different propagation channel models and configurations are considered for each diversity scheme. This study has been carried out in the context of development of the next generation DVB-T/H and WRAN.

Keywords: MIMO, MISO, OFDM, DVB-/H/T2, WRAN.

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Authors: Rehab H. Alwan, Fadhil J. Kadhim, Ahmad T. Al-Taani

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In this study, a novel approach of image embedding is introduced. The proposed method consists of three main steps. First, the edge of the image is detected using Sobel mask filters. Second, the least significant bit LSB of each pixel is used. Finally, a gray level connectivity is applied using a fuzzy approach and the ASCII code is used for information hiding. The prior bit of the LSB represents the edged image after gray level connectivity, and the remaining six bits represent the original image with very little difference in contrast. The proposed method embeds three images in one image and includes, as a special case of data embedding, information hiding, identifying and authenticating text embedded within the digital images. Image embedding method is considered to be one of the good compression methods, in terms of reserving memory space. Moreover, information hiding within digital image can be used for security information transfer. The creation and extraction of three embedded images, and hiding text information is discussed and illustrated, in the following sections.

Keywords: Image embedding, Edge detection, gray level connectivity, information hiding, digital image compression.

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Authors: Petr Cernohorsky, Jan Voracek

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Well-developed strategic marketing planning is the essential prerequisite for establishment of the right and unique competitive advantage. Typical market, however, is a heterogeneous and decentralized structure with natural involvement of individual or group subjectivity and irrationality. These features cannot be fully expressed with one-shot rigorous formal models based on, e.g. mathematics, statistics or empirical formulas. We present an innovative solution, extending the domain of agent based computational economics towards the concept of hybrid modeling in service provider and consumer market such as telecommunications. The behavior of the market is described by two classes of agents - consumer and service provider agents - whose internal dynamics are fundamentally different. Customers are rather free multi-state structures, adjusting behavior and preferences quickly in accordance with time and changing environment. Producers, on the contrary, are traditionally structured companies with comparable internal processes and specific managerial policies. Their business momentum is higher and immediate reaction possibilities limited. This limitation underlines importance of proper strategic planning as the main process advising managers in time whether to continue with more or less the same business or whether to consider the need for future structural changes that would ensure retention of existing customers or acquisition of new ones.

Keywords: Agent-based computational economics, hybrid modeling, strategic marketing, system dynamics.

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Authors: Saeid Saryazdi, Hossein Nezamabadi-pour

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A new blind gray-level watermarking scheme is described. In the proposed method, the host image is first divided into 4*4 non-overlapping blocks. For each block, two first AC coefficients of its Hadamard transform are then estimated using DC coefficients of its neighbor blocks. A gray-level watermark is then added into estimated values. Since embedding watermark does not change the DC coefficients, watermark extracting could be done by estimating AC coefficients and comparing them with their actual values. Several experiments are made and results suggest the robustness of the proposed algorithm.

Keywords: Digital Watermarking, Image watermarking, Information Hiden, Steganography.

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Authors: W. S. Barber, S. L. King

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This paper reports on a pilot project to develop a collaborative partnership between a community college in rural northern Ontario, Canada, and an urban university in the greater Toronto area in Oshawa, Canada. Partner institutions will collaborate to address learning needs of university applicants whose goals are to attain an undergraduate university BA in Educational Studies and Digital Technology degree, but who may not live in a geographical location that would facilitate this pathways process. The UOIT BA degree is attained through a 2+2 program, where students with a 2 year college diploma or equivalent can attain a four year undergraduate degree. The goals reported on the project are as: 1. Our aim is to expand the BA program to include an additional stream which includes serious educational games, simulations and virtual environments, 2. Develop fully (using both synchronous and asynchronous technologies) online learning modules for use by university applicants who otherwise are not geographically located close to a physical university site, 3. Assess the digital competencies of all students, including members of local, distance and Indigenous communities using a validated tool developed and tested by UOIT across numerous populations. This tool, the General Technical Competency Use and Scale (GTCU) will provide the collaborating institutions with data that will allow for analyzing how well students are prepared to succeed in fully online learning communities. Philosophically, the UOIT BA program is based on a fully online learning communities model (FOLC) that can be accessed from anywhere in the world through digital learning environments via audio video conferencing tools such as Adobe Connect. It also follows models of adult learning and mobile learning, and makes a university degree accessible to the increasing demographic of adult learners who may use mobile devices to learn anywhere anytime. The program is based on key principles of Problem Based Learning, allowing students to build their own understandings through the co-design of the learning environment in collaboration with the instructors and their peers. In this way, this degree allows students to personalize and individualize the learning based on their own culture, background and professional/personal experiences. Using modified flipped classroom strategies, students are able to interrogate video modules on their own time in preparation for one hour discussions occurring in video conferencing sessions. As a consequence of the program flexibility, students may continue to work full or part time. All of the partner institutions will co-develop four new modules, administer the GTCU and share data, while creating a new stream of the UOIT BA degree. This will increase accessibility for students to bridge from community colleges to university through a fully digital environment. We aim to work collaboratively with Indigenous elders, community members and distance education instructors to increase opportunities for more students to attain a university education.

Keywords: Aboriginal, college, competencies, digital, universities.

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Authors: Göksel Şimşek

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Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create.

This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match.

In  order  to  achieve  this  purpose, a  quantitative research  was conducted  as a case  study concerning  Mavi Jeans  (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.

Keywords: Celebrity endorsement, product-celebrity match, advertising.

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Authors: Susmita Ghosh, Bhaskar Bhowmick

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Market is an important factor for start-ups to look into during decision-making in product development and related areas. Emerging country markets are more uncertain in terms of information availability and institutional supports. The literature review of market uncertainty reveals the need for identifying factors representing the market uncertainty. This paper identifies factors for market uncertainty using Exploratory Factor Analysis (EFA) and confirmed the number of factor retention using an alternative factor retention criterion ‘Parallel Analysis’. 500 entrepreneurs, engaged in start-ups from all over India participated in the study. This paper concludes with the factor structure of ‘market uncertainty’ having dimensions of uncertainty in industry orientation, uncertainty in customer orientation and uncertainty in marketing orientation.

Keywords: Uncertainty, market, orientation, competitor, demand.

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