Search results for: Object-oriented framework

Authors: Moulay A. Akhloufi, Abdelhakim Bendada

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Face recognition in the infrared spectrum has attracted a lot of interest in recent years. Many of the techniques used in infrared are based on their visible counterpart, especially linear techniques like PCA and LDA. In this work, we introduce a probabilistic Bayesian framework for face recognition in the infrared spectrum. In the infrared spectrum, variations can occur between face images of the same individual due to pose, metabolic, time changes, etc. Bayesian approaches permit to reduce intrapersonal variation, thus making them very interesting for infrared face recognition. This framework is compared with classical linear techniques. Non linear techniques we developed recently for infrared face recognition are also presented and compared to the Bayesian face recognition framework. A new approach for infrared face extraction based on SVM is introduced. Experimental results show that the Bayesian technique is promising and lead to interesting results in the infrared spectrum when a sufficient number of face images is used in an intrapersonal learning process.

Keywords: Face recognition, biometrics, probabilistic imageprocessing, infrared imaging.

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Authors: Ahmed Mohammed K. Alsalama

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Recommendation systems are widely used in e-commerce applications. The engine of a current recommendation system recommends items to a particular user based on user preferences and previous high ratings. Various recommendation schemes such as collaborative filtering and content-based approaches are used to build a recommendation system. Most of current recommendation systems were developed to fit a certain domain such as books, articles, and movies. We propose1 a hybrid framework recommendation system to be applied on two dimensional spaces (User × Item) with a large number of Users and a small number of Items. Moreover, our proposed framework makes use of both favorite and non-favorite items of a particular user. The proposed framework is built upon the integration of association rules mining and the content-based approach. The results of experiments show that our proposed framework can provide accurate recommendations to users.

Keywords: Data Mining, Association Rules, Recommendation Systems, Hybrid Systems.

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Authors: Feng Yang, Xuehai Zhou, Dalei Hu

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In this paper, we propose a general mandatory access framework for distributed systems. The framework can be applied into multiple operating systems and can handle multiple stakeholders. Despite considerable advancements in the area of mandatory access control, a certain approach to enforcing mandatory access control can only be applied in a specific operating system. Other than PC market in which windows captures the overwhelming shares, there are a number of popular operating systems in the emerging smart phone environment, i.e. Android, Windows mobile, Symbian, RIM. It should be noted that more and more stakeholders are involved in smartphone software, such as devices owners, service providers and application providers. Our framework includes three parts—local decision layer, the middle layer and the remote decision layer. The middle layer takes charge of managing security contexts, OS API, operations and policy combination. The design of the remote decision layer doesn’t depend on certain operating systems because of the middle layer’s existence. We implement the framework in windows, linux and other popular embedded systems.

Keywords: Mandatory Access Control, Distributed System, General Platform.

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Authors: H. S. Hassan, E. Shehab, J. Peppard

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Changing technology and increased constituent demand for government services derive the need for governmental responsiveness. The government organisations in the developing countries will be under increased pressure to change their bureaucratic systems to be able to respond rapidly to changing and increasing requirements and rapid technology advancements. This paper aims to present a conceptual framework for explaining the main barriers and drivers of public e-service development. Therefore, the framework provides a basic context within which the process and practice of E-Service can be implemented successfully in the public sector organisations. The framework is flexible enough to be adopted by governments at different levels; national or local by developing countries around the world.

Keywords: Developing countries, E-service, Governmentservices, Public administration.

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Authors: M. W. Yip, H. H. Ng, S. Din, N. Abu Bakar

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This paper reviewed the relationships between the Knowledge Management (KM) activities and its perceived benefits in the knowledge based organisations. KM activities include: knowledge identification, knowledge acquisition, knowledge application, knowledge sharing, knowledge creation and knowledge preservation. And the perceived benefits of KM are fast customer responsiveness, operation excellence and high innovative intensity.  Based on the above review, a conceptual framework for KM implementation in retail business organisations has been proposed. Finally the paper forwarded some limitations of the framework and based on which, directions for future research had been suggested.

Keywords: Knowledge Management, Knowledge Management Activities, Retail Business, Knowledge Economy.

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Authors: Hwa-Jong Kim

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In many countries, digital city or ubiquitous city (u-City) projects have been initiated to provide digitalized economic environments to cities. Recently in Korea, Kangwon Province has started the u-Kangwon project to boost local economy with digitalized tourism services. We analyze the limitations of the ubiquitous IT approach through the u-Kangwon case. We have found that travelers are more interested in quality over speed in access of information. For improved service quality, we are looking to develop an IT-convergence service design framework (ISDF). The ISDF is based on the service engineering technique and composed of three parts: Service Design, Service Simulation, and the Service Platform.

Keywords: Service design, service simulation, service platform, service design framework.

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Authors: Emre Alptekin, Damla Yalçınyiğit, Gülfem Alptekin

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In highly competitive environments, a growing number of companies must regularly launch new products speedily and successfully. A company-s success is based on the systematic, conscious product designing method which meets the market requirements and takes risks as well as resources into consideration. Research has found that developing and launching new products are inherently risky endeavors. Hence in this research, we aim at introducing a risk evaluation framework for the new product innovation process. Our framework is based on the fuzzy analytical hierarchy process (FAHP) methodology. We have applied all the stages of the framework on the risk evaluation process of a pharmaceuticals company.

Keywords: Evaluation, risks, product innovation.

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Authors: A. Baloğlu, A. Çınar

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Different tools and technologies were implemented for Crisis Response and Management (CRM) which is generally using available network infrastructure for information exchange. Depending on type of disaster or crisis, network infrastructure could be affected and it could not be able to provide reliable connectivity. Thus any tool or technology that depends on the connectivity could not be able to fulfill its functionalities. As a solution, a new message exchange framework has been developed. Framework provides offline/online information exchange platform for CRM Information Systems (CRMIS) and it uses XML compression and packet prioritization algorithms and is based on open source web technologies. By introducing offline capabilities to the web technologies, framework will be able to perform message exchange on unreliable networks. The experiments done on the simulation environment provide promising results on low bandwidth networks (56kbps and 28.8 kbps) with up to 50% packet loss and the solution is to successfully transfer all the information on these low quality networks where the traditional 2 and 3 tier applications failed.

Keywords: Crisis Response and Management, XML Messaging, Web Services, XML compression, Mining.

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Authors: Xing Li, Chengqing Zong

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This paper presents an effective framework for Chinesesyntactic parsing, which includes two parts. The first one is a parsing framework, which is based on an improved bottom-up chart parsingalgorithm, and integrates the idea of the beam search strategy of N bestalgorithm and heuristic function of A* algorithm for pruning, then get multiple parsing trees. The second is a novel evaluation model, which integrates contextual and partial lexical information into traditional PCFG model and defines a new score function. Using this model, the tree with the highest score is found out as the best parsing tree. Finally,the contrasting experiment results are given. Keywords?syntactic parsing, PCFG, pruning, evaluation model.

Keywords: syntactic parsing, PCFG, pruning, evaluation model.

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Authors: Mohammed Salahat, Steve Wade, Izhar Ul-Haq

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This paper proposes a “soft systems" approach to domain-driven design of computer-based information systems. We propose a systemic framework combining techniques from Soft Systems Methodology (SSM), the Unified Modelling Language (UML), and an implementation pattern known as “Naked Objects". We have used this framework in action research projects that have involved the investigation and modelling of business processes using object-oriented domain models and the implementation of software systems based on those domain models. Within the proposed framework, Soft Systems Methodology (SSM) is used as a guiding methodology to explore the problem situation and to generate a ubiquitous language (soft language) which can be used as the basis for developing an object-oriented domain model. The domain model is further developed using techniques based on the UML and is implemented in software following the “Naked Objects" implementation pattern. We argue that there are advantages from combining and using techniques from different methodologies in this way. The proposed systemic framework is overviewed and justified as multimethodologyusing Mingers multimethodology ideas. This multimethodology approach is being evaluated through a series of action research projects based on real-world case studies. A Peer-Tutoring case study is presented here as a sample of the framework evaluation process

Keywords: SSM, UML, Domain-Driven Design, Soft Domain-Driven Design, Naked Objects, Soft Languag e.

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Authors: Hongjoong Sin, Jangsoo Lee, Sungju Lee, Seunghwan Yoo, Sanghyuck Lee, Jaesik Lee, Yongjun Lee, Sungchun Kim

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Wireless sensor networks are consisted of hundreds or thousands of small sensors that have limited resources. Energy-efficient techniques are the main issue of wireless sensor networks. This paper proposes an energy efficient agent-based framework in wireless sensor networks. We adopt biologically inspired approaches for wireless sensor networks. Agent operates automatically with their behavior policies as a gene. Agent aggregates other agents to reduce communication and gives high priority to nodes that have enough energy to communicate. Agent behavior policies are optimized by genetic operation at the base station. Simulation results show that our proposed framework increases the lifetime of each node. Each agent selects a next-hop node with neighbor information and behavior policies. Our proposed framework provides self-healing, self-configuration, self-optimization properties to sensor nodes.

Keywords: Agent, Energy Efficiency, Genetic algorithm, Wireless Sensor Networks.

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Authors: Junghoon Lee, Gyung-Leen Park, Ho-Young Kwak, Cheol Min Kim

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This paper presents the design and implements the prototype of an intelligent data processing framework in ubiquitous sensor networks. Much focus is put on how to handle the sensor data stream as well as the interoperability between the low-level sensor data and application clients. Our framework first addresses systematic middleware which mitigates the interaction between the application layer and low-level sensors, for the sake of analyzing a great volume of sensor data by filtering and integrating to create value-added context information. Then, an agent-based architecture is proposed for real-time data distribution to efficiently forward a specific event to the appropriate application registered in the directory service via the open interface. The prototype implementation demonstrates that our framework can host a sophisticated application on the ubiquitous sensor network and it can autonomously evolve to new middleware, taking advantages of promising technologies such as software agents, XML, cloud computing, and the like.

Keywords: sensor network, intelligent farm, middleware, event detection

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Authors: K. M. Tan, A. Anvar, T.F. Lu

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A sophisticated simulator provides a cost-effective measure to carry out preliminary mission testing and diagnostic while reducing potential failures for real life at sea trials. The presented simulation framework covers three key areas: AUV modeling, sensor modeling, and environment modeling. AUV modeling mainly covers the area of AUV dynamics. Sensor modeling deals with physics and mathematical models that govern each sensor installed onto the AUV. Environment model incorporates the hydrostatic, hydrodynamics, and ocean currents that will affect the AUV in a real-time mission. Based on this designed simulation framework, custom scenarios provided by the user can be modeled and its corresponding behaviors can be observed. This paper focuses on the accuracy of the simulated data from AUV model and environmental model derived from a developed AUV test-bed which was jointly upgraded by DSTO and the University of Adelaide. The main contribution of this paper is to experimentally verify the accuracy of the proposed simulation framework.

Keywords: Autonomous Underwater Vehicle (AUV), simulator, framework, robotics, maritime robot, modeling.

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Authors: Ammar Redza Ahmad Rizal, Shahrina Md Nordin, Mohd Shamsuri Saad, Kamariah Ismail

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Communication is becoming a significant tool to engage stakeholders since half of the century ago. In the recent years, there has been rapid growth of new technology developments. In tandem with such developments, there has been growing emphasis in communication strategies and management especially in determining the level of influence and management strategies among the said stakeholders on particular field. This paper presents a research conceptual framework focusing on stakeholder theories, communication and management strategies to be implied on the engagement of stakeholders of new technology developments of fertilizer industry in Malaysia. Framework espoused in this paper will provide insights into the various stakeholder theories and engagement strategies from different principal necessary for a successful introduction of new technology development in the above stated industry. The proposed framework has theoretical significance in filling the gap of the body of knowledge in the implementation of communication strategies in Malaysian fertilizer industry.

Keywords: Communication Strategies, Fertilizer Industry, New Technology Development, Stakeholders Management.

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Authors: Fathi Taibi

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Reusability is a quality desired attribute in software products. Generally, it could be achieved through adopting development methods that promote it and achieving software qualities that have been linked with high reusability proneness. With the exponential growth in mobile application development, software reuse became an integral part in a substantial number of projects. Similarly, software reuse has become widely practiced in start-up companies. However, this has led to new emerging problems. Firstly, the reused code does not meet the required quality and secondly, the reuse intentions are dubious. This work aims to propose a framework to support reuse in Object-Oriented (OO) software development. The framework comprises a process that uses a proposed reusability assessment metric and a formal foundation to specify the elements of the reused code and the relationships between them. The framework is empirically evaluated using a wide range of open-source projects and mobile applications. The results are analyzed to help understand the reusability proneness of OO software and the possible means to improve it.

Keywords: Software reusability, software metrics, object-oriented software, modularity, low complexity, understandability.

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Authors: Tofigh Hamidavi, Sepehr Abrishami, Pasquale Ponterosso, David Begg

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Structural design and analysis is an important and time-consuming process, particularly at the conceptual design stage. Decisions made at this stage can have an enormous effect on the entire project, as it becomes ever costlier and more difficult to alter the choices made early on in the construction process. Hence, optimisation of the early stages of structural design can provide important efficiencies in terms of cost and time. This paper suggests a structural design optimisation (SDO) framework in which Genetic Algorithms (GAs) may be used to semi-automate the production and optimisation of early structural design alternatives. This framework has the potential to leverage conceptual structural design innovation in Architecture, Engineering and Construction (AEC) projects. Moreover, this framework improves the collaboration between the architectural stage and the structural stage. It will be shown that this SDO framework can make this achievable by generating the structural model based on the extracted data from the architectural model. At the moment, the proposed SDO framework is in the process of validation, involving the distribution of an online questionnaire among structural engineers in the UK.

Keywords: Building Information Modelling, BIM, Genetic Algorithm, GA, architecture-engineering-construction, AEC, Optimisation, structure, design, population, generation, selection, mutation, crossover, offspring.

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Authors: Jerzy Nogiec, Kelley Trombly-Freytag, Shangping Ren

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The promises of component-based technology can only be fully realized when the system contains in its design a necessary level of separation of concerns. The authors propose to focus on the concerns that emerge throughout the life cycle of the system and use them as an architectural foundation for the design of a component-based framework. The proposed model comprises a set of superimposed views of the system describing its functional and non-functional concerns. This approach is illustrated by the design of a specific framework for data analysis and data acquisition and supplemented with experiences from using the systems developed with this framework at the Fermi National Accelerator Laboratory.

Keywords: Distributed system, component-based technology, separation of concerns, software development, supervisory and control, QoS

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Authors: Joerg Schweizer, Jason N. Meggs, Nazanin R. Dehkordi, Frederico Rupi, Anton Pashkevich

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We propose a low-cost uniform analysis framework allowing comparison of the strengths and weaknesses of the bicycling experience within and between cities. A primary component is an expedient, one-page mobility survey from which mode share is calculated. The bicycle mode share of many cities remains unknown, creating a serious barrier for both scientists and policy makers aiming to understand and increase rates of bicycling. Because of its low cost and expedience, this framework could be replicated widely, uniformly filling the data gap. The framework has been applied to 13 Central European cities with success. Data is collected on multiple modes with specific questions regarding both behavior and quality of travel experience. Individual preferences are also collected, examining the conditions under which respondents would change behavior to adopt more sustainable modes (bicycling or public transportation). A broad analysis opportunity results, intended to inform policy choices.

Keywords: bicycling, modal splits, transport policy, surveys.

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Authors: L. Yu, W. K. Li, S. K. Ong, A. Y. C. Nee

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In this paper, a scalable augmented reality framework for handheld devices is presented. The presented framework is enabled by using a server-client data communication structure, in which the search for tracking targets among a database of images is performed on the server-side while pixel-wise 3D tracking is performed on the client-side, which, in this case, is a handheld mobile device. Image search on the server-side adopts a residual-enhanced image descriptors representation that gives the framework a scalability property. The tracking algorithm on the client-side is based on a gravity-aligned feature descriptor which takes the advantage of a sensor-equipped mobile device and an optimized intensity-based image alignment approach that ensures the accuracy of 3D tracking. Automatic content streaming is achieved by using a key-frame selection algorithm, client working phase monitoring and standardized rules for content communication between the server and client. The recognition accuracy test performed on a standard dataset shows that the method adopted in the presented framework outperforms the Bag-of-Words (BoW) method that has been used in some of the previous systems. Experimental test conducted on a set of video sequences indicated the real-time performance of the tracking system with a frame rate at 15-30 frames per second. The presented framework is exposed to be functional in practical situations with a demonstration application on a campus walk-around.

Keywords: Augmented reality framework, server-client model, vision-based tracking, image search.

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Authors: Jia-Jang Wu

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The objective of this research is to develop a general technique so that one may predict the dynamic behaviour of a three-dimensional scale crane model subjected to time-dependent moving point forces by means of conventional finite element computer packages. To this end, the whole scale crane model is divided into two parts: the stationary framework and the moving substructure. In such a case, the dynamic responses of a scale crane model can be predicted from the forced vibration responses of the stationary framework due to actions of the four time-dependent moving point forces induced by the moving substructure. Since the magnitudes and positions of the moving point forces are dependent on the relative positions between the trolley, moving substructure and the stationary framework, it can be found from the numerical results that the time histories for the moving speeds of the moving substructure and the trolley are the key factors affecting the dynamic responses of the scale crane model.

Keywords: Moving load, moving substructure, dynamic responses, forced vibration responses.

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Authors: Jin Kyung Park, Ji Yeon Cho, Yong Ho Shim, Su Jin Kim, Bong Gyou Lee

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The purpose of this study is to suggest direction for future study of the energy-IT industry that will be used for framework to increase IT utilization in the energy industry. Recently, Green IT is a becoming global issue because of global environmental pollution. Also, IT roles in energy industry are becoming more important. However, the related studies were IT industry oriented that is not sufficient to make plan for Green energy. Therefore, after analyzing existing studies related to Green energy and Green IT, re-categorization for Green energy-IT industry was suggested. Direction of framework is based on energy industry that enable to link between energy and IT. The results of this study suggest comprehensive insight to Green energy-IT industry. Thus it is able to provide useful implications and guidelines to increase IT utilization in the energy industry.

Keywords: Energy-IT Industry, Green Energy, Green IT, IT Utilization

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Authors: Mohamed Adel Serhani, Abdelghani Benharref, Rachida Dssouli, Rabeb Mizouni

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Nowadays, people are going more and more mobile, both in terms of devices and associated applications. Moreover, services that these devices are offering are getting wider and much more complex. Even though actual handheld devices have considerable computing power, their contexts of utilization are different. These contexts are affected by the availability of connection, high latency of wireless networks, battery life, size of the screen, on-screen or hard keyboard, etc. Consequently, development of mobile applications and their associated mobile Web services, if any, should follow a concise methodology so they will provide a high Quality of Service. The aim of this paper is to highlight and discuss main issues to consider when developing mobile applications and mobile Web services and then propose a framework that leads developers through different steps and modules toward development of efficient and secure mobile applications. First, different challenges in developing such applications are elicited and deeply discussed. Second, a development framework is presented with different modules addressing each of these challenges. Third, the paper presents an example of a mobile application, Eivom Cinema Guide, which benefits from following our development framework.

Keywords: Mobile applications, development of mobile applications, efficient mobile application, secure mobile application.

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Authors: Rohiza Ahmad, Rozana Kasbon, Eliza Mazmee Mazlan, Aliza Sarlan

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Due to the mobility of users, many information systems are now developed with the capability of supporting retrieval of information from both static and mobile users. Hence, the amount, content and format of the information retrieved will need to be tailored according to the device and the user who requested for it. Thus, this paper presents a framework for the design and implementation of such a system, which is to be developed for communicating final examination related information to the academic community at one university in Malaysia. The concept of personalization will be implemented in the system so that only highly relevant information will be delivered to the users. The personalization concept used will be based on user profiling as well as context. The system in its final state will be accessible through cell phones as well as intranet connected personal computers.

Keywords: System framework, personalization, informationcommunicating system, multi-device.

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Authors: Arezoo Sadrinezhad, Kallol Sett, S. I. Hariharan

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In this paper, a probabilistic framework based on Fokker-Planck-Kolmogorov (FPK) approach has been applied to simulate triaxial cyclic constitutive behavior of uncertain soils. The framework builds upon previous work of the writers, and it has been extended for cyclic probabilistic simulation of triaxial undrained behavior of soils. von Mises elastic-perfectly plastic material model is considered. It is shown that by using probabilistic framework, some of the most important aspects of soil behavior under cyclic loading can be captured even with a simple elastic-perfectly plastic constitutive model.

Keywords: Elasto-plasticity, uncertainty, soils, Fokker-Planck equation, Fourier Spectral method, Finite Difference method.

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Authors: Giseob Byun, Ji Yeon Cho, Bong Gyou Lee

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The purpose of this study is to analyze Green IT industry in major developed countries and to suggest overall directions for IT-Energy convergence industry. Recently, IT industry is pointed out as a problem such as environmental pollution, energy exhaustion, and high energy consumption. Therefore, Green IT gets focused which concerns as solution of these problems. However, since it is a beginning stage of this convergence area, there are only a few studies of IT-Energy convergence industry. According to this, this study examined the major developed countries in terms of institution arrangements, resources, markets and companies based on Van de Ven(1999)'s social system framework that shows relationship among key components of industrial infrastructure. Subsequently, the direction of the future study of convergence on IT and Energy industry is proposed.

Keywords: Green IT, Energy industry, Convergence, Social System Framework.

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Authors: Yizhen Zhao, Adam S. Z. Belloum, Gonc¸alo Maia da Costa, Zhiming Zhao

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Machine learning has evolved from an area of academic research to a real-world applied field. This change comes with challenges, gaps and differences exist between common practices in academic environments and the ones in production environments. Following continuous integration, development and delivery practices in software engineering, similar trends have happened in machine learning (ML) systems, called MLOps. In this paper we propose a framework that helps to streamline and introduce best practices that facilitate the ML lifecycle in an industrial setting. This framework can be used as a template that can be customized to implement various machine learning experiments. The proposed framework is modular and can be recomposed to be adapted to various use cases (e.g. data versioning, remote training on Cloud). The framework inherits practices from DevOps and introduces other practices that are unique to the machine learning system (e.g.data versioning). Our MLOps practices automate the entire machine learning lifecycle, bridge the gap between development and operation.

Keywords: Cloud computing, continuous development, data versioning, DevOps, industrial setting, MLOps, machine learning.

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Authors: Nazatul Aini Abd Majid, Faridah Yunus, Haslina Arshad, Mohammad Farhan Mohammad Johari

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Mobile technology, augmented reality, and game-based learning are some of the key learning technologies that can be fully optimized to promote pre-literacy skills. The problem is how to design an effective pre-literacy kit that utilizes some of the learning technologies. This paper presents a framework based on mobile augmented reality for the development of pre-literacy kit. This pre-literacy kit incorporates three main components which are contents, design, and tools. A prototype of a mobile app based on the three main components was developed for promoting pre-literacy. The results show that the children and teachers gave positive feedbacks after using the mobile app for the pre-literacy.

Keywords: Framework, mobile technology, augmented reality, pre-literacy skills.

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Authors: Shahrinaz Ismail, Mohd Sharifuddin Ahmad

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This paper presents an analytical framework for an effective online personal knowledge management (PKM) of knowledge workers. The development of this framework is prompted by our qualitative research on the PKM processes and cognitive enablers of knowledge workers in eight organisations selected from three main industries in Malaysia. This multiple-case research identifies the relationships between the effectiveness of four online PKM processes: get/retrieve, understand/analyse, share, and connect. It also establishes the importance of cognitive enablers that mediate this relationship, namely, method, identify, decide and drive. Qualitative analysis is presented as the findings, supported by the preceded quantitative analysis on an exploratory questionnaire survey.

Keywords: Bottom-up approach, knowledge organisation, organisational knowledge management, personal knowledge management, software agent technology.

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Authors: Vishal Naranje, S. Kumar

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In this paper a low cost knowledge base system (KBS) framework is proposed for design of deep drawing die and procedure for developing system modules. The task of building the system is structured into different modules for major activities of design of deep drawing die. A manufacturability assessment module of the proposed framework is developed to check the manufacturability of deep drawn parts. The technological knowledge is represented by using IF- THEN rules and it is coded in AutoLISP language. The module is designed to be loaded into the prompt area of AutoCAD. The cost of implementation of proposed system makes it affordable for small and medium scale sheet metal industries.

Keywords: Knowledge base system, Deep drawing die, Manufacturability, Sheet metal.

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Authors: Emmanuel Selase Asamoah, Miloslava Chovancová

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When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, proactive and result oriented analysis that will help fast food firms augment their strategies in the international fast food markets. The proposed framework will enable managers understand the intricacies involved in branding in the global fast food industry and decrease the use of 'trial and error' when entering into unfamiliar markets.

Keywords: culture, branding strategy, marketing mix, mass customization, standardization

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