Search results for: Security Components.

Authors: Kyoung Hoon Kim, Chul Ho Han

Abstract:

Organic Flash Cycle (OFC) has potential of improving efficiency for recovery of low temperature heat sources mainly due to reducing temperature mismatch in the heat exchanger. In this work exergetical performance analysis of ORC is conducted for recovery of low grade heat source. Effects of system parameters such as flash evaporation temperature or heating temperature are theoretically investigated on the exergy destructions (anergies) at various components of the system as well as exergy efficiency. Results show that exergy efficiency has a peak with respect to the flash temperature, and the optimum flash temperature increases with the heating temperature. The component where the largest exergy destruction occurs varies with the flash temperature or heating temperature.

Keywords: Organic flash cycle (OFC), low grade heat source, exergy, anergy, flash temperature.

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Authors: Nikunj Agarwal, M. P. Sebastian

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

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

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Authors: Farag Azzedin, Ali Rizvi

Abstract:

In any trust model, the two information sources that a peer relies on to predict trustworthiness of another peer are direct experience as well as reputation. These two vital components evolve over time. Trust evolution is an important issue, where the objective is to observe a sequence of past values of a trust parameter and determine the future estimates. Unfortunately, trust evolution algorithms received little attention and the proposed algorithms in the literature do not comply with the conditions and the nature of trust. This paper contributes to this important problem in the following ways: (a) presents an algorithm that manages and models trust evolution in a P2P environment, (b) devises new mechanisms for effectively maintaining trust values based on the conditions that influence trust evolution , and (c) introduces a new methodology for incorporating trust-nurture incentives into the trust evolution algorithm. Simulation experiments are carried out to evaluate our trust evolution algorithm.

Keywords: P2P, Trust, Reputation, Incentives.

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Authors: Henry Hexmoor, Kailash Yelasani

Abstract:

We present vehicular platooning as a special case of crowd-sensing framework where sharing sensory information among a crowd is used for their collective benefit. After offering an abstract policy that governs processes involving a vehicular platoon, we review several common scenarios and components surrounding vehicular platooning. We then present a simulated prototype that illustrates efficiency of road usage and vehicle travel time derived from platooning. We have argued that one of the paramount benefits of platooning that is overlooked elsewhere, is the substantial computational savings (i.e., economizing benefits) in acquisition and processing of sensory data among vehicles sharing the road. The most capable vehicle can share data gathered from its sensors with nearby vehicles grouped into a platoon.

Keywords: Cloud network, collaboration, Internet of Things, social network.

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Authors: Aldrin R. Logdat

Abstract:

Philosophy offers a systematic approach to reflective, logical, and innovative thinking, which involves a thorough investigation of various concepts. On the other hand, national development encompasses a country’s ability to embrace its unique identity and take charge of its future. Education, meanwhile, provides individuals with enlightening experiences and specialized training in different fields. The aim of this paper is to demonstrate how philosophy and education can serve as catalysts for national progress. Given the Philippines' diverse socio-cultural, religious, ethnic, and political backgrounds, this study seeks to answer two crucial questions: Can the country achieve development despite its differences? If that is the case, what are the critical elements propelling this advancement? By means of historical interpretation and philosophical analysis, this article posits that philosophy and education are essential components in driving the country's progress in the era following the pandemic.

Keywords: Philosophy, national progress, educational discourse, pandemic.

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

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

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

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Authors: Albertus G. Joubert, Roelien Goede

Abstract:

This paper explores how Critical Systems Thinking and Action Research can be used to improve student performance in Networking. When describing a system from a systems thinking perspective, the following aspects can be identified: the total system performance, the systems environment, the resources, the components and the management of the system. Following the history of system thinking we observe three emerged methodologies namely, hard systems, soft systems, and critical systems. This paper uses Critical Systems Thinking (CST) which describes systems in terms of contradictions and conflict. It demonstrates how CST can be used in an Action Research (AR) project to improve the performance of students. Intervention in terms of student assessment is discussed and the impact of the intervention is discussed.

Keywords: Action research, computer networks, critical systems thinking, higher education.

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Authors: H. T. Barney, G. C. Low

Abstract:

The design of distributed systems involves dividing the system into partitions (or components) and then allocating these partitions to physical nodes. There have been several techniques proposed for both the partitioning and allocation processes. These existing techniques suffer from a number of limitations including lack of support for replication. Replication is difficult to use effectively but has the potential to greatly improve the performance of a distributed system. This paper presents a new technique technique for allocating objects in order to improve performance in a distributed system that supports replication. The performance of the proposed technique is demonstrated and tested on an example system. The performance of the new technique is compared with the performance of an existing technique in order to demonstrate both the validity and superiority of the new technique when developing a distributed system that can utilise object replication.

Keywords: Allocation, Distributed Systems, Replication.

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

Abstract:

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

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

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Authors: Thang Manh Hoang

Abstract:

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

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

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Authors: Jana M. Havigerová, Jiří Haviger

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Paper deals with the topic of questions as important components of information behavior in the school. By analyzing the Corpus Schola2010, the state of contemporary education in terms of questioning is proven unsatisfactory: 80% of the questions are asked by teachers; most of teacher-s questions are asked at the beginning of the first grade, than their number decreases and is settling down on 80±10 questions per lesson. The average number of questions within one lesson per one pupil is generally less than one whole question. The highest values are achieved in the first, sixth, eighth and tenth grade,, i.e. in the transition years in which pupils are moving into higher levels of education and every following year it declines. We can state Czech school do not support questioning and question skill of their pupils, thereby typical Czech schools are neglecting the development of thinking, reasoning and cooperation of their pupils.

Keywords: information behavior, questions, primary and secondary education, Czech Republic

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Authors: Tudor Deaconescu, Andrea Deaconescu

Abstract:

Deployment of pneumatic muscles in various industrial applications is still in its early days, considering the relative newness of these components. The field of robotics holds particular future potential for pneumatic muscles, especially in view of their specific behaviour known as compliance. The paper presents and discusses an innovative constructive solution for a gripper system mountable on an industrial robot, based on actuation by a linear pneumatic muscle and transmission of motion by gear and rack mechanism. The structural, operational and constructive models of the new gripper are presented, along with some of the experimental results obtained subsequently to the testing of a prototype. Further presented are two control variants of the gripper system, one by means of a 3/2-way fast-switching solenoid valve, the other by means of a proportional pressure regulator. Advantages and disadvantages are discussed for both variants.

Keywords: Gripper system, pneumatic muscle, structural modeling.

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Authors: Zakir Husain

Abstract:

This paper presents modeling and analysis of 12-phase distribution static compensator (DSTATCOM), which is capable of balancing the source currents in spite of unbalanced loading and phase outages. In addition to balance the supply current, the power factor can be set to a desired value. The theory of instantaneous symmetrical components is used to generate the twelve-phase reference currents. These reference currents are then tracked using current controlled voltage source inverter, operated in a hysteresis band control scheme. An ideal compensator in place of physical realization of the compensator is used. The performance of the proposed DTATCOM is validated through MATLAB simulation and detailed simulation results are given.

Keywords: DSTATCOM, Modeling, Load balancing, Multiphase, Power factor correction.

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Authors: Youssou Faye, Ibrahima Niang, Thomas Noel

Abstract:

Access control is a critical security service in Wire- less Sensor Networks (WSNs). To prevent malicious nodes from joining the sensor network, access control is required. On one hand, WSN must be able to authorize and grant users the right to access to the network. On the other hand, WSN must organize data collected by sensors in such a way that an unauthorized entity (the adversary) cannot make arbitrary queries. This restricts the network access only to eligible users and sensor nodes, while queries from outsiders will not be answered or forwarded by nodes. In this paper we presentee different access control schemes so as to ?nd out their objectives, provision, communication complexity, limits, etc. Using the node density parameter, we also provide a comparison of these proposed access control algorithms based on the network topology which can be flat or hierarchical.

Keywords: Access Control, Authentication, Key Management, Wireless Sensor Networks.

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Authors: Seong-Mo An, Rohit Ramesh, Young-Sook Lee, Wan-Young Chung

Abstract:

The proper assessment of interaxial distance and convergence control are important factors in stereoscopic imaging technology to make an efficient 3D image. To control interaxial distance and convergence for efficient 3D shooting, horizontal 3D camera rig is designed using some hardware components like 'LM Guide', 'Goniometer' and 'Rotation Stage'. The horizontal 3D camera rig system can be properly aligned by moving the two cameras horizontally in same or opposite directions, by adjusting the camera angle and finally considering horizontal swing as well as vertical swing. In this paper, the relationship between interaxial distance and convergence angle control are discussed and intensive experiments are performed in order to demonstrate an easy and effective 3D shooting.

Keywords: Interaxial, Convergence, Stereoscopic, Horizontal 3D Camera Rig

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Authors: Nour Charara, Hussein Charara, Omar Abou Khaled, Hani Abdallah, Elena Mugellini

Abstract:

In this paper, we present a human behavior modeling approach in videos scenes. This approach is used to model the normal behaviors in the conference halls. We exploited the Probabilistic Latent Semantic Analysis technique (PLSA), using the 'Bag-of-Terms' paradigm, as a tool for exploring video data to learn the model by grouping similar activities. Our term vocabulary consists of 3D spatio-temporal patch groups assigned by the direction of motion. Our video representation ensures the spatial information, the object trajectory, and the motion. The main importance of this approach is that it can be adapted to detect abnormal behaviors in order to ensure and enhance human security.

Keywords: Activity modeling, clustering, PLSA, video representation.

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Authors: Ilya Kavalchuk, Mehdi Seyedmahmoudian, Ben Horan, Aman Than Oo, Alex Stojcevski

Abstract:

The power electronic components within Electric Vehicles (EV) need to operate in several important modes. Some modes directly influence safety, while others influence vehicle performance. Given the variety of functions and operational modes required of the power electronics, it needs to meet efficiency requirements to minimize power losses. Another challenge in the control and construction of such systems is the ability to support bidirectional power flow. This paper considers the construction, operation, and feasibility of available converters for electric vehicles with feasible configurations of electrical buses and loads. This paper describes logic and control signals for the converters for different operations conditions based on the efficiency and energy usage bases.

Keywords: Electric Vehicles, Electrical Machines Control, Power Electronics, Powerflow Regulations.

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Authors: Hyun-Kyu Kang

Abstract:

The Korean Government has applied the preliminary feasibility study to new government R&D program plans as a part of an evaluation system for R&D programs. The preliminary feasibility study for the R&D program is composed of 3 major criteria such as technological, policy and economic analysis. The program logic model approach is used as a part of the technological analysis in the preliminary feasibility study. We has developed and improved the R&D program logic model. The logic model is a very useful tool for evaluating R&D program plans. Using a logic model, we can generally identify important factors of the R&D program plan, analyze its logic flow and find the disconnection or jump in the logic flow among components of the logic model.

Keywords: Preliminary feasibility study, R&D program logic model, technological analysis.

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Authors: Orkide Donma, Mustafa M. Donma

Abstract:

Obesity, a disease associated with a low-grade inflammation, is a risk factor for the development of metabolic syndrome (MetS). So far, MetS risk factors such as parameters related to glucose and lipid metabolisms as well as blood pressure were considered for the evaluation of this disease. There are still some ambiguities related to the characteristic features of MetS observed particularly in pediatric population. Hormonal imbalance is also important, and quite a lot information exists about the behaviour of some hormones in adults. However, the hormonal profiles in pediatric metabolism have not been cleared yet. The aim of this study is to investigate the profiles of cortisol, insulin, and thyroid hormones in children with MetS. The study population was composed of morbid obese (MO) children without (Group 1) and with (Group 2) MetS components. WHO BMI-for age and sex percentiles were used for the classification of obesity. The values above 99 percentile were defined as morbid obesity. Components of MetS (central obesity, glucose intolerance, high blood pressure, high triacylglycerol levels, low levels of high density lipoprotein cholesterol) were determined. Anthropometric measurements were performed. Ratios as well as obesity indices were calculated. Insulin, cortisol, thyroid stimulating hormone (TSH), free T₃ and free T₄ analyses were performed by electrochemiluminescence immunoassay. Data were evaluated by statistical package for social sciences program. p<0.05 was accepted as the degree for statistical significance. The mean ages±SD values of Group 1 and Group 2 were 9.9±3.1 years and 10.8±3.2 years, respectively. Body mass index (BMI) values were calculated as 27.4±5.9 kg/m² and 30.6±8.1 kg/m², successively. There were no statistically significant differences between the ages and BMI values of the groups. Insulin levels were statistically significantly increased in MetS in comparison with the levels measured in MO children. There was not any difference between MO children and those with MetS in terms of cortisol, T₃, T₄ and TSH. However, T₄ levels were positively correlated with cortisol and negatively correlated with insulin. None of these correlations were observed in MO children. Cortisol levels in both MO as well as MetS group were significantly correlated. Cortisol, insulin, and thyroid hormones are essential for life. Cortisol, called the control system for hormones, orchestrates the performance of other key hormones. It seems to establish a connection between hormone imbalance and inflammation. During an inflammatory state, more cortisol is produced to fight inflammation. High cortisol levels prevent the conversion of the inactive form of the thyroid hormone T₄ into active form T₃. Insulin is reduced due to low thyroid hormone. T₃, which is essential for blood sugar control- requires cortisol levels within the normal range. Positive association of T₄ with cortisol and negative association of it with insulin are the indicators of such a delicate balance among these hormones also in children with MetS.

Keywords: Children, cortisol, insulin, metabolic syndrome, thyroid hormones.

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Authors: Rohit, S. Vishnuvardhan, P. Gandhi, Nagesh R. Iyer

Abstract:

The evaluation of energy release rate and centre Crack Opening Displacement (COD) for circumferential Through-Wall Cracked (TWC) pipes is an important issue in the assessment of critical crack length for unstable fracture. The ability to predict crack growth continues to be an important component of research for several structural materials. Crack growth predictions can aid the understanding of the useful life of a structural component and the determination of inspection intervals and criteria. In this context, studies were carried out at CSIR-SERC on Nuclear Power Plant (NPP) piping components subjected to monotonic as well as cyclic loading to assess the damage for crack growth due to low-cycle fatigue in circumferentially TWC pipes.

Keywords: 304LN stainless steel, cyclic J-integral, Elastic- Plastic Fracture Mechanics, J-integral, Through-wall crack

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Authors: O. Babalola Oladapo, A. Igbatayo Samuel

Abstract:

Climate change and poverty are global issues which cannot be waved aside in welfare of the ever increasing population. The causes / consequences are far more elaborate in developing countries, including Nigeria, which poses threats to the existence of man and his environment. The dominant role of agriculture makes it obvious that even minor climate deteriorations can cause devastating socio-economic consequences. Policies to curb the climate change by reducing the consumption of fossil fuels like oil, gas or carbon compounds have significant economical impacts on the producers/suppliers of these fuels. Thus a unified political narrative that advances both agendas is needed, because their components of an environmental coin that needs to be addressed. The developed world should maintain a low-carbon growth & real commitment of 0.7% of gross national income, as aid to developing countries & renewable energy approach should be emphasized, hence global poverty combated.

Keywords: Climate Change, Greenhouse gases, Nigeria, Poverty.

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Authors: V. Chahal, A. Nagpal, Y. B. Pakade, J. K. Katnoria

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Soil is a complex physical and biological system that provides support, water, nutrients and oxygen to the plants. Apart from these, it acts as a connecting link between inorganic, organic and living components of the ecosystem. In recent years, presence of xenobiotics, alterations in the natural soil environment, application of pesticides/inorganic fertilizers, percolation of contaminated surface water as well as leachates from landfills to subsurface strata and direct discharge of industrial wastes to the land have resulted in soil pollution which in turn has posed severe threats to human health especially in terms of causing carcinogenicity by direct DNA damage. The present review is an attempt to summarize literature on sources of soil pollution, characterization of pollutants and their consequences in different living systems.

Keywords: Soil Pollution, Contaminants, Heavy metals, Pesticides, Bioassays.

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Authors: Jong-won Lee

Abstract:

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

Keywords: Cloud, VDI, OTP, Mobility

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Authors: Andrew Reilly, Nancy A. Rudd

Abstract:

The appearance management behavior of tanning by gay men is examined through the lens of Impression Formation. The study proposes that body image, self-esteem, and internalized homophobia are connected and affect the motives for engaging in sun, salon, and cosmetic tanning. Motives examined were: to look masculine, to look attractive to (potential) partners, to look attractive in general, to socialize, to meet a peer standard, and for personal satisfaction. Using regression analysis to examine data of 103 gay men who engage in at least one method of tanning, results reveal that components of body image and internalized homophobia–but not self-esteem–are linked to various motives and methods of tanning. These findings support and extend the literature of Impression Formation Theory and provide practitioners in the health and healthrelated fields new avenues to pursue when dealing with diseases related to tanning.

Keywords: Body image, gay men, tanning.

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Authors: J. O. Yeboah, K Aboraa, K. Kodom

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The chemical and physical characteristics of rainwater harvested from a typical rooftop were progressively studied. The samples of rainwater collected were analyzed for pH, major ion concentrations, TDS, turbidity, conductivity. All the Physicochemical constituents fell within the WHO guideline limits at some points as rainfall progresses except the pH. All the components of rainwater quality measured during the study showed higher concentrations during the early stages of rainfall and reduce as time progresses. There was a downward trend in terms of pH as rain progressed, with 18% of the samples recording pH below the WHO limit of 6.5-8.0. It was observed that iron concentration was above the WHO threshold value of 0.3 mg/l on occasions of heavy rains. The results revealed that most of physicochemical characteristics of rainwater samples were generally below the WHO threshold, as such, the rainwater characteristics showed satisfactory conditions in terms of physicochemical constituents.

Keywords: Conductivity, pH, physicochemistry, rainwater quality, TDS.

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Authors: Y. Hoffner, Y. Rusho, S. Rubach, S. Abargil

Abstract:

This paper presents CommonSense, a platform that provides researchers with the infrastructure and tools that enable the efficient and smooth creation, execution and processing of multiple participant experiments taking place outside the laboratory environment. The platform provides the infrastructure and tools to accompany the researchers throughout the life cycle of an experiment – from its inception, through its execution, to its processing and termination. The approach of our platform is based on providing a comprehensive solution, which puts emphasis on the support for the entire life-cycle of an experiment, starting from its definition, the setting up and the configuration of the platform, through the management of the experiment itself and its post processing. Some of the components that support those processes are constructed and configured automatically from the experiment definition.

Keywords: Mobile applications, mobile experiments, web experiments, software system architecture.

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Authors: Sheena Mathew, K. Poulose Jacob

Abstract:

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

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

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Authors: Ratanaporn Leesing, Supaporn Kookkhunthod, Ngarmnit Nontaso

Abstract:

The objective of this work is to produce heterotrophic microalgal lipid in flask-batch fermentation. Chlorella sp. KKU-S2 supported maximum values of 0.374 g/L/d, 0.478 g lipid/g cells, and 0.112 g/L/d for volumetric lipid production rate, and specific yield of lipid, and specific rate of lipid production, respectively when culture was performed on BG-11 medium supplemented with 50g/L glucose. Among the carbon sources tested, maximum cell yield coefficient (YX/S, g/L), maximum specific yield of lipid (YP/X, g lipid/g cells) and volumetric lipid production rate (QP, g/L/d) were found of 0.728, 0.237, and 0.619, respectively, using sugarcane molasses as carbon source. The main components of fatty acid from extracted lipid were palmitic acid, stearic acid, oleic acid and linoleic acid which similar to vegetable oils and suitable for biodiesel production.

Keywords: Microalgal lipid, Chlorella sp. KKU-S2, kineticparameters, biodiesel.

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Authors: Dan Ohev Zion, Alon Cohen

Abstract:

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

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

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Authors: D. Wrzecionkowska

Abstract:

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

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

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