Search results for: Traffic Cellular Automata.

Authors: U. Bottigli, M.Carpinelli, P.L. Fiori, B. Golosio, A. Marras, G. L. Masala, P. Oliva

Abstract:

The counting process of cell colonies is always a long and laborious process that is dependent on the judgment and ability of the operator. The judgment of the operator in counting can vary in relation to fatigue. Moreover, since this activity is time consuming it can limit the usable number of dishes for each experiment. For these purposes, it is necessary that an automatic system of cell colony counting is used. This article introduces a new automatic system of counting based on the elaboration of the digital images of cellular colonies grown on petri dishes. This system is mainly based on the algorithms of region-growing for the recognition of the regions of interest (ROI) in the image and a Sanger neural net for the characterization of such regions. The better final classification is supplied from a Feed-Forward Neural Net (FF-NN) and confronted with the K-Nearest Neighbour (K-NN) and a Linear Discriminative Function (LDF). The preliminary results are shown.

Keywords: Automatic cell counting, neural network, region growing, Sanger net.

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Authors: Tzong Yuan Wu, Sheng Kuo Hsieh, Tzyy Rong Jinn

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Fip-gts, an immunomodulatory protein purified from Ganoderma tsugae, has been reported to possess therapeutic effects in the treatment of cancer and autoimmune disease. For medicinal application, a recombinant Fip-gts was successfully expressed and purified in Sf21 insect cells by our previously work. It is important to evaluate the immunomodulatory activity of the rFip-gts. To assess the immunomodulatory potential of rFip-gts, the T lymphocytes of murine splenocytes were used in the present study. Results revealed that rFip-gts induced cellular aggregation formation. Additionally, the expression of IL-2 and IFN-r were up-regulated after the treatment of rFip-gts, and a corresponding increased production of IL-2 and IFN-r in a dose-dependent manner. The results showed that rFip-gts has an immunomodulatory activity in inducing Th1 lymphocytes from murine splenocytes released IL-2 and IFN-γ, thus suggest that rFip-gts may have therapeutic potential in vivo as an immune modulator.

Keywords: Fungal immunomodulatory protein, Ganodermatsugae, Interleukin 2, Interferon γ, Lingzhi.

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Authors: Payam Mousavi, Andrew L. Stewart, Huiwen You, Aryeh F. G. Fayerman

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We present a decision-support tool to assist an operator in the detection and tracking of a suspect vehicle traveling to an unknown target destination. Multiple data sources, such as traffic cameras, traffic information, weather, etc., are integrated and processed in real-time to infer a suspect’s intended destination chosen from a list of pre-determined high-value targets. Previously, we presented our work in the detection and tracking of vehicles using traffic and airborne cameras. Here, we focus on the fusion and processing of that information to predict a suspect’s behavior. The network of cameras is represented by a directional graph, where the edges correspond to direct road connections between the nodes and the edge weights are proportional to the average time it takes to travel from one node to another. For our experiments, we construct our graph based on the greater Los Angeles subset of the Caltrans’s “Performance Measurement System” (PeMS) dataset. We propose a Bayesian approach where a posterior probability for each target is continuously updated based on detections of the suspect in the live video feeds. Additionally, we introduce the concept of ‘soft interventions’, inspired by the field of Causal Inference. Soft interventions are herein defined as interventions that do not immediately interfere with the suspect’s movements; rather, a soft intervention may induce the suspect into making a new decision, ultimately making their intent more transparent. For example, a soft intervention could be temporarily closing a road a few blocks from the suspect’s current location, which may require the suspect to change their current course. The objective of these interventions is to gain the maximum amount of information about the suspect’s intent in the shortest possible time. Our system currently operates in a human-on-the-loop mode where at each step, a set of recommendations are presented to the operator to aid in decision-making. In principle, the system could operate autonomously, only prompting the operator for critical decisions, allowing the system to significantly scale up to larger areas and multiple suspects. Once the intended target is identified with sufficient confidence, the vehicle is reported to the authorities to take further action. Other recommendations include a selection of road closures, i.e., soft interventions, or to continue monitoring. We evaluate the performance of the proposed system using simulated scenarios where the suspect, starting at random locations, takes a noisy shortest path to their intended target. In all scenarios, the suspect’s intended target is unknown to our system. The decision thresholds are selected to maximize the chances of determining the suspect’s intended target in the minimum amount of time and with the smallest number of interventions. We conclude by discussing the limitations of our current approach to motivate a machine learning approach, based on reinforcement learning in order to relax some of the current limiting assumptions.

Keywords: Autonomous surveillance, Bayesian reasoning, decision-support, interventions, patterns-of-life, predictive analytics, predictive insights.

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Authors: G. M. Mir, N. A. Shah, Moinuddin

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Efficient handoff algorithms are a cost-effective way of enhancing the capacity and QoS of cellular system. The higher value of hysteresis effectively prevents unnecessary handoffs but causes undesired cell dragging. This undesired cell dragging causes interference or could lead to dropped calls in microcellular environment. The problems are further exacerbated by the corner effect phenomenon which causes the signal level to drop by 20-30 dB in 10-20 meters. Thus, in order to maintain reliable communication in a microcellular system new and better handoff algorithms must be developed. A fuzzy based handoff algorithm is proposed in this paper as a solution to this problem. Handoff on the basis of ratio of slopes of normal signal loss to the actual signal loss is presented. The fuzzy based solution is supported by comparing its results with the results obtained in analytical solution.

Keywords: Slope ratio, handoff, corner effect, fuzzy logic.

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Authors: Farshideh Einsele, Hassan Foroosh

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In this paper, we present a robust algorithm to recognize extracted text from grocery product images captured by mobile phone cameras. Recognition of such text is challenging since text in grocery product images varies in its size, orientation, style, illumination, and can suffer from perspective distortion. Pre-processing is performed to make the characters scale and rotation invariant. Since text degradations can not be appropriately defined using well-known geometric transformations such as translation, rotation, affine transformation and shearing, we use the whole character black pixels as our feature vector. Classification is performed with minimum distance classifier using the maximum likelihood criterion, which delivers very promising Character Recognition Rate (CRR) of 89%. We achieve considerably higher Word Recognition Rate (WRR) of 99% when using lower level linguistic knowledge about product words during the recognition process.

Keywords: Camera-based OCR, Feature extraction, Document and image processing.

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Authors: Irene K. Amponsah, Bennony K. Gordor, Francis Dogbey

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This paper introduces a technique for simulating a single-server exponential queuing system. The technique called the Q-Simulator is a computer program which can simulate the effect of traffic intensity on all system average quantities given the arrival and/or service rates. The Q-Simulator has three phases namely: the formula based method, the uncontrolled simulation, and the controlled simulation. The Q-Simulator generates graphs (crystal solutions) for all results of the simulation or calculation and can be used to estimate desirable average quantities such as waiting times, queue lengths, etc.

Keywords: Automation system-Simulator, Simulation, Singleserver exponential system

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Authors: Leila Amjad, Mahsa Shafighi

Abstract:

The role of the pollen grain, with to the reproductive process of higher plants, is to deliver the spermatic cells to the embryo sac for egg fertilization. The aim of this project was study the effect of electromagnetic fields on structure and pollen grains development in Chenopodium album. Anthers of Chenopodium album L. were collected at different stages of development from control (without electromagnetic field) and plants grown at 10m from the field sources. Structure and development of pollen grains were studied and compared. The studying pollen structure by Light and Scanning electron microscopy showed that electromagnetic fields reduction of pollen grains number and male sterility, thus , in some anthers, pollen grains were attached together and deformed compared to control ones. The data presented suggest that prolonged exposures of plants to magnetic field may cause different biological effects at the cellular tissue and organ levels.

Keywords: Electromagnetic fields, pollen, Chenopodium albumL.

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Authors: Naser Ojaroudi Parchin, Atta Ullah, Haleh Jahanbakhsh Basherlou, Raed A. Abd-Alhameed, Peter S. Excell

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A design of beam-steerable antenna array for the future cellular communication (5G) is presented. The proposed design contains eight elements of compact end-fire antennas arranged on the top edge of smartphone printed circuit board (PCB). Configuration of the antenna element consists of the conductive patterns on the top and bottom copper foil layers and a substrate layer with a via-hole. The simulated results including input-impedance and also fundamental radiation properties have been presented and discussed. The impedance bandwidth (S₁₁ ≤ -10 dB) of the antenna spans from 17.5 to 21 GHz (more than 3 GHz bandwidth) with a resonance at 19 GHz. The antenna exhibits end-fire (directional) radiation beams with wide-angle scanning property and could be used for the future 5G beam-forming. Furthermore, the characteristics of the array design in the vicinity of user-hand are studied.

Keywords: Beam-steering, end-fire radiation mode, mobile-phone antenna, phased array.

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Authors: Gamal Shiha, Waleed Samir, Zahid Azam, Premashis Kar, Saeed Hamid, Shiv Sarin

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A simple, rapid and non-invasive electromagnetic sensor (C-FAST device) was- patented; for diagnosis of HCV RNA. Aim: To test the validity of the device compared to standard HCV PCR. Subjects and Methods: The first phase was done as pilot in Egypt on 79 participants; the second phase was done in five centers: one center from Egypt, two centers from Pakistan and two centers from India (800, 92 and 113 subjects respectively). The third phase was done nationally as multicenter study on (1600) participants for ensuring its representativeness. Results: When compared to PCR technique, C-FAST device revealed sensitivity 95% to 100%, specificity 95.5% to 100%, PPV 89.5% to 100%, NPV 95% to 100% and positive likelihood ratios 21.8% to 38.5%. Conclusion: It is practical evidence that HCV nucleotides emit electromagnetic signals that can be used for its identification. As compared to PCR, C-FAST is an accurate, valid and non-invasive device.

Keywords: C-FAST- a valid and reliable device, Distant cellular interaction, Electromagnetic signal detection, Non-invasive diagnosis of HCV.

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Authors: Martin Kendra, Tomas Skrucany, Jaroslav Masek

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The noise is one of the negative elements which affects the human health. This article presents the measurement of emitted noise by road vehicle and its parts during the operation. Measurement was done in the interior of common passenger cars with a digital sound meter. The results compare the noise value in different cars with different body shape, which influences the driver’s health. Transport has considerable ecological effects; many of them are detrimental to environmental sustainability. Roads and traffic exert a variety of direct and mostly detrimental effects on nature.

Keywords: Driver, noise measurement, passenger road vehicle, road transport.

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Authors: D. Tloczynski

Abstract:

The main aim of this article is to present a balance of the decade of Polish air transport market in the European Union having taking into account selected entities of the aviation market. This article analyzes the functioning of the Polish air transport market after the Polish accession to the European Union. During the study two main areas were pointed: shipping activity and activity of the airports. The most important benefits of integration and the benefits of introducing of the open sky policy were indicated. The last part of the article presents the perspectives of development of air traffic.

Keywords: Air transport, airports, development air transport, European Union, Poland.

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Authors: Kuniyasu Soda

Abstract:

Surgical trauma seems to facilitate metastatic spread, although the underlying mechanisms are not known. Increased concentrations of polyamines (spermine and spermidine) in the blood seem to have associated with the enhanced malignant potential of cancer cells and decrease in anti-tumor immunity of cancer patients. In addition to de novo synthesis in rapidly growing cells such as normal regenerating cells and cancer cells, cells can take up polyamines from extra-cellular sources. We have shown that increased polyamine concentration results in decreases in cytokine production and expression of adhesion molecules involved in anti-tumor immunity, such as CD11a. And, immune cells in an environment with increased polyamine levels lose anti-tumor immune functions, such as lymphokine activated killer cell (LAK) activities. Because blood polyamine levels are increased in post-surgical patients, polyamine seems to have roles on post-traumatic tumor spread.

Keywords: Immune function, LAK, Polyamine, Surgical trauma.

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Authors: C. A. Alves, A. I. Calvo, D. J. Lopes, T. Nunes, A. Charron, M. Goriaux, P. Tassel, P. Perret

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The reduction in vehicle exhaust emissions achieved in the last two decades is offset by the growth in traffic, as well as by changes in the composition of emitted pollutants. The present investigation illustrates the emissions of in-use gasoline and diesel passenger cars using the official European driving cycle and the ARTEMIS real-world driving cycle. It was observed that some of the vehicles do not comply with the corresponding regulations. Significant differences in emissions were observed between driving cycles. Not all pollutants showed a tendency to decrease from Euro 3 to Euro 5.

Keywords: Chassis dynamometer, driving cycles, emission factors, exhaust emissions, light-duty vehicles.

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Authors: Anjali Haloi, Debabrata Das

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Silver nanoparticles inhibit a wide variety of microorganisms. The mechanism of inhibition is not entirely known although it is recognized to be concentration dependent and associated with the disruption of membrane permeability. Data on differential gene expression as a response to nanoparticles could provide insights into the mechanism of this inhibitory effect. Silver nanoparticles were synthesized in yeast growth media using a modification of the Creighton method and characterized with UV-Vis spectrophotometry, transmission electron microscopy (TEM), and X-ray diffraction (XRD). In yeasts grown in the presence of silver nanoparticles, we observed that at concentrations below the minimum inhibitory concentration (MIC) of 48.51 µg/ml, the total RNA content was steady while the cellular protein content declined rapidly. The analysis of the expression levels of KRR1 and PWP2, two important genes involved in rRNA maturation in yeasts, showed up to 258 and 42-fold decreases, respectively, compared to that of control samples. Whether silver nanoparticles have an adverse effect on ribosome assembly and function could be an area of further investigation.

Keywords: Ag NP, yeast, qRT-PCR, KRR1, PWP2.

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Authors: Muhammad T. Alam, Zheng Da Wu

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In this research, we propose a weighted class based queuing (WCBQ) mechanism to provide class differentiation and to reduce the load for the IMS (IP Multimedia Subsystem) presence server (PS). The tasks of admission controller for the PS are demonstrated. Analysis and simulation models are developed to quantify the performance of WCBQ scheme. An optimized dropping time frame has been developed based on which some of the preexisting messages are dropped from the PS-buffer. Cost functions are developed and simulation comparison has been performed with FCFS (First Come First Served) scheme. The results show that the PS benefits significantly from the proposed queuing and dropping algorithm (WCBQ) during heavy traffic.

Keywords: Admission control, presence, queuing.

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Authors: Mohammadreza Sahebi, Arash Azizi Mazreah, Asadollah Shahbahrami, Bahram Bakhshi

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Energy consumption is an important design issue for Mobile Subscriber Station (MSS) in the standard IEEE 802.16e. Because mobility of MSS implies that energy saving becomes an issue so that lifetime of MSS can be extended before re-charging. Also, the mechanism in efficiently managing the limited energy is becoming very significant since a MSS is generally energized by battery. For these, sleep mode operation is recently specified in the MAC (Medium Access Control) protocol. In order to reduce the energy consumption, we focus on the sleep-mode and wake-mode of the MAC layer, which are included in the IEEE 802.16 standards [1- 2].

Keywords: IEEE 802.16e, Sleep-mode, Wake-mode, Downlink, Mobile Subscriber Station.

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Authors: F. Mehran

Abstract:

In this paper, we study a class of serially concatenated block codes (SCBC) based on matrix interleavers, to be employed in fixed wireless communication systems. The performances of SCBC¬coded systems are investigated under various interleaver dimensions. Numerical results reveal that the matrix interleaver could be a competitive candidate over conventional block interleaver for frame lengths of 200 bits; hence, the SCBC coding based on matrix interleaver is a promising technique to be employed for speech transmission applications in many international standards such as pan-European Global System for Mobile communications (GSM), Digital Cellular Systems (DCS) 1800, and Joint Detection Code Division Multiple Access (JD-CDMA) mobile radio systems, where the speech frame contains around 200 bits.

Keywords: Matrix Interleaver, serial concatenated block codes (SCBC), turbo codes, wireless communications.

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Authors: Jihad S. Daba, J. P. Dubois

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Understanding the statistics of non-isotropic scattering multipath channels that fade randomly with respect to time, frequency, and space in a mobile environment is very crucial for the accurate detection of received signals in wireless and cellular communication systems. In this paper, we derive stochastic models for the probability density function (PDF) of the shift in the carrier frequency caused by the Doppler Effect on the received illuminating signal in the presence of a dominant line of sight. Our derivation is based on a generalized Clarke’s and a two-wave partially developed scattering models, where the statistical distribution of the frequency shift is shown to be consistent with the power spectral density of the Doppler shifted signal.

Keywords: Doppler shift, filtered Poisson process, generalized Clark’s model, non-isotropic scattering, partially developed scattering, Rician distribution.

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Authors: František Bozek, Alexandr Bozek, Alena Bumbova, Eduard Bakos, Jiri Dvorak

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The article deals with the classification of alternative water resources in terms of potential risks which is the prerequisite for incorporating these water resources to the emergency plans. The classification is based on the quantification of risks resulting from possible damage, disruption or total destruction of water resource caused by natural and anthropogenic hazards, assessment of water quality and availability, traffic accessibility of the assessed resource and finally its water yield. The aim is to achieve the development of an integrated rescue system, which will be capable of supplying the population with drinking water on the whole stricken territory during the states of emergency.

Keywords: Classification, Emergency Supply, Risk, Water Standby Resource.

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Authors: Wiroon Sriborrirux, Sorakrai Kraipui, Nakorn Indra-Payoong

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One of the most importance of intelligence in-car and roadside systems is the cooperative vehicle-infrastructure system. In Thailand, ITS technologies are rapidly growing and real-time vehicle information is considerably needed for ITS applications; for example, vehicle fleet tracking and control and road traffic monitoring systems. This paper defines the communication protocols and software design for middleware components of B-VIS (Burapha Vehicle-Infrastructure System). The proposed B-VIS middleware architecture serves the needs of a distributed RFID sensor network and simplifies some intricate details of several communication standards.

Keywords: Middleware, RFID sensor network, Cooperativevehicle-infrastructure system, Enterprise Java Bean.

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Authors: Marco E. O. Jardim, Frederico A. M. Souza, Valeria M. Bastos, Myrian C. A. Costa, Nelson F. F. Ebecken

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Urban public transportation in Rio de Janeiro is based on bus lines, powered by diesel, and four limited metro lines that support only some neighborhoods. This work presents an infrastructure built to better understand microclimate variations related to massive urban transportation in some specific areas of the city. The use of sensor nodes with small analytics capacity provides environmental information to population or public services. The analyses of data collected from a few small sensors positioned near some heavy traffic streets show the harmful impact due to poor bus route plan.

Keywords: Big data, IoT, public transportation, public health system.

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Authors: Yong F. Li, Yi X. Liu, Xiang M. Wang, Feng H. Wang

Abstract:

Wood as a natural renewable material is vulnerable to degradation by microorganisms and susceptible to change in dimension by water. In order to effectively improve the durability of wood, an active reagent, maleic anhydride (Man) was selected for wood modification. Man was first dissolved into a solvent, and then penetrated into wood porous structure under a vacuum/pressure condition. After a final catalyst-thermal treatment, wood modification was finished. The test results indicate that acetone is a good solvent for transporting Man into wood matrix. SEM observation proved that wood samples treated by Man kept a good cellular structure, indicating a well penetration of Man into wood cell walls. FTIR analysis suggested that Man reacted with hydroxyl groups on wood cell walls by its ring-ether group, resulting in reduction of amount of hydroxyl groups and resultant good dimensional stability as well as fine decay resistance. Consequently, Man modifying wood to improve its durability is an effective method.

Keywords: Wood, porous structure, durability improvement, maleic anhydride

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Authors: W. Kiamouche, S. Lasmari, M. Benslama

Abstract:

In order to derive important parameters concerning mobile subscriber MS with ongoing calls in Low Earth Orbit Mobile Satellite Systems LEO MSSs, a positioning system had to be integrated into MSS in order to localize mobile subscribers MSs and track them during the connection. Such integration is regarded as a complex implementation. We propose in this paper a novel method based on advantages of mobility model of Low Earth Orbit Mobile Satellite System LEO MSS which allows the evaluation of instant of subsequent handover of a MS even if its location is unknown. This method is utilized to propose a Dynamic Channel Reservation DCRlike scheme based on the DCR scheme previously proposed in literature. Results presented show that DCR-like technique gives different QoS performance than DCR. Indeed, an improve in handover blocking probability and an increase in new call blocking probability are observed for the DCR-like technique.

Keywords: cellular layout, DCR, LEO mobile satellite system, mobility model, positioning system

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Authors: V. Praveena, N. Kiruthika

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In this paper, we explore a new scheme for filtering spoofed packets (DDOS attack) which is a combination of path fingerprint and client puzzle concepts. In this each IP packet has a unique fingerprint is embedded that represents, the route a packet has traversed. The server maintains a mapping table which contains the client IP address and its corresponding fingerprint. In ingress router, client puzzle is placed. For each request, the puzzle issuer provides a puzzle which the source has to solve. Our design has the following advantages over prior approaches, 1) Reduce the network traffic, as we place a client puzzle at the ingress router. 2) Mapping table at the server is lightweight and moderate.

Keywords: Client puzzle, DDOS attack, Egress, Ingress, IP Spoofing, Spoofed Packet.

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Authors: Eatedal A. Alabdulkreem, Hamed S. Al-Raweshidy, Maysam F. Abbod

Abstract:

Border Gateway Protocol (BGP) is the standard routing protocol between various autonomous systems (AS) in the internet. In the event of failure, a considerable delay in the BGP convergence has been shown by empirical measurements. During the convergence time the BGP will repeatedly advertise new routes to some destination and withdraw old ones until it reach a stable state. It has been found that the KEEPALIVE message timer and the HOLD time are tow parameters affecting the convergence speed. This paper aims to find the optimum value for the KEEPALIVE timer and the HOLD time that maximally reduces the convergence time without increasing the traffic. The KEEPALIVE message timer optimal value founded by this paper is 30 second instead of 60 seconds, and the optimal value for the HOLD time is 90 seconds instead of 180 seconds.

Keywords: BGP, Convergence Time, HOLD time, Keep alive.

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Authors: Ágoston Winkler, Sándor Juhász, Zoltán Benedek

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The vehicle fleet of public transportation companies is often equipped with intelligent on-board passenger information systems. A frequently used but time and labor-intensive way for keeping the on-board controllers up-to-date is the manual update using different memory cards (e.g. flash cards) or portable computers. This paper describes a compression algorithm that enables data transmission using low bandwidth wireless radio networks (e.g. GPRS) by minimizing the amount of data traffic. In typical cases it reaches a compression rate of an order of magnitude better than that of the general purpose compressors. Compressed data can be easily expanded by the low-performance controllers, too.

Keywords: Data analysis, data compression, differentialencoding, run-length encoding, vehicle control.

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Authors: Chaudhuri Manoj Kumar Swain, Susmita Das

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This paper explores a detailed procedure of predicting a path loss (PL) model and its application in estimating the coverage probability in a WiMAX network. For this a hybrid approach is followed in predicting an empirical PL model of a 2.65 GHz WiMAX network deployed in a suburban environment. Data collection, statistical analysis, and regression analysis are the phases of operations incorporated in this approach and the importance of each of these phases has been discussed properly. The procedure of collecting data such as received signal strength indicator (RSSI) through experimental set up is demonstrated. From the collected data set, empirical PL and RSSI models are predicted with regression technique. Furthermore, with the aid of the predicted PL model, essential parameters such as PL exponent as well as the coverage probability of the network are evaluated. This research work may assist in the process of deployment and optimisation of any cellular network significantly.

Keywords: WiMAX, RSSI, path loss, coverage probability, regression analysis.

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Authors: Masood Abdollahi, Seyed Naser Moghaddas Tafreshi

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Expanded polystyrene (EPS) geofoam is a cellular geosynthetic material that can be used to protect lifelines (e.g. pipelines, electricity cables, etc.) below ground. Post and beam system is the most recent configuration of EPS blocks which can be implemented for this purpose. It provides a void space atop lifelines which allows settlement of the loading surface with imposing no pressure on the lifelines system. This paper investigates the efficiency of the configuration of post-beam system subjected to static loading. To evaluate the soil surface settlement, beam deformation and transferred pressure over the beam, laboratory tests using two different densities for EPS blocks are conducted. The effect of geogrid-reinforcing the cover soil on system response is also investigated. The experimental results show favorable performance of EPS post and beam configuration in protecting underground lifelines. 

Keywords: Beam deformation, EPS block, laboratory test, post-beam system, soil surface settlement.

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Authors: Nidhi Sharma, V. K. Banga

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Nowadays, driving support systems, such as car navigation systems, are getting common, and they support drivers in several aspects. It is important for driving support systems to detect status of driver's consciousness. Particularly, detecting driver's drowsiness could prevent drivers from collisions caused by drowsy driving. In this paper, we discuss the various artificial detection methods for detecting driver's drowsiness processing technique. This system is based on facial images analysis for warning the driver of drowsiness or in attention to prevent traffic accidents.

Keywords: Neuro-Fuzzy Model, Halstead Model, Walston-FelixModel, Bailey-Basili Model, Doty Model, GA Based Model, GeneticAlgorithm.

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Authors: Toni Raurich, Joan Llonch-Andreu

Abstract:

This research focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated that, this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are distributed within marketing departments, effectively rebalancing budgets moving forward.

Keywords: Search engine marketing, click-through ratios, pay-per-click, marketing attribution.

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