MORE Magazine by more magazine

CONTENT {September 2010 | Volume 3 | Issue 2}

Disclaimer: Where opinion is expressed it is that of the author’s and does not necessarily coincide with the editorial views of the publisher or MORE. All information in this magazine is verified to the best of author’s and publisher’s ability. However, MORE does not accept responsibility for any loss arising from reliance on it.

geneRal RISE OF PR, THE FALL OF 10 THE ADVERTISING This is indeed a trying period for Advertising and the reason is that budgets are shrinking and companies find it easier to shift to other elements of the communication mix.

Technology

11 DO SMARTPHONES GET VIRUSES? A recent study shows that if you search for entertainment sites (music, video, games, software, etc.) and include the word ‘free’, your chances of coming across a malicious website goes ....

INDIAN CRAZE FOR CHEAP PCS

The device which is called “Sakshat” is a result of development and research work done by local institutes and students. The gadget resembles modern tablet PCs and include all the basic ...

NOKIA, “MADE IN CHINA” 14 FOR TAKES ON NEW MEANING

DEADLY SINS OF SOCIAL 26 FEW MEDIA

Nokia China’s Beijing factory is located in the Xingwang Industrial Park, along with its headquarter, test center, and its suppliers. A plant in Dongguan was also established in 1995.

Social Media is so new that most people are making it up as they go, but most people seem to make the same mistakes. Or dare I say sins. . . .

16 SOLAR ISLAND IN UAE

TELEVISIONS 28 SAMSUNG A SUCCESS STORY

UAE government is working on several multimillion dollar projects to increase the generation of electricity manifolds as the country's population rises and energy needs soar.

Samsung Electronics has assumed the lead role in the globalTV market, with its revolutionaryTelevisions being rolled out almost every year have become bestselling products since 2006.

PARENTS WILL MONITOR 18 NOW THEIR KIDS IN CLASSROOMS

Review

Parents will not be physically participating in these activities but will be linked to their wards’ classrooms via technology.

RICKSHAW FOR BLOGGERS

If you’re a true child of the Internet, you’ll find leaving your home comforts behind something of a challenge – but that doesn’t necessarily mean that you’re not aﬄicted with wanderlust.

BEST OF SAMSUNG, 20 THE GALAXY S I9000 Those who think that there is nothing like an iPhone on earth, they need to reconsider their statement. Samsung Galaxy S is the best of the rest Korean company has introduced in the market. It popularity and acceptability can be gauged from this simple fact that since its announcement in March 2010, ....

33 coveR sToRy

SMARTPHONES ARE GETTING SMARTER

The demand for smartphones is increasing with every passing day. According to market research firm IDCâ&#x20AC;&#x2122;s forecast, there will be 269.6 million smartphones sold globally in 2010, an increase of 55.4 percent from the figure of 2009 which stood at 173.5 million phones. Reason for a drastic surge in smartphoneâ&#x20AC;&#x2122;s demand is the fact that it is much more than a phone. It is more powerful than a desktop computer you had couple of years ago.

laTesT in Tech

31-35

MonTh in Focus

37-40 Mobile Phone

42-43 gadgeTs

44-46

39 MORE Magazine printed at Banquet Printing Press 28-A, Nisbat Road, Lahore and published by Mudassar Jehangir Mufti at 2nd Floor, Ali Mansion, 41-A, Lower Mall, Lahore Tel: 042 2106737 Email: info@apnatime.com

Cover Story

6 | More | September 2010

MORE Report

www.apnatime.com

Cover Story n

The demand for smartphones is increasing with

solution, but now, meeting the demand for storage ca-

every passing day. According to market research firm

pacity taking priority. Samsung Galaxy S gives you a

IDC’s forecast, there will be 269.6 million smartphones

16GB internal storage along with tendency to use a

sold globally in 2010, an increase of 55.4 percent from

32GB microSD card for an extra requirement.

the figure of 2009 which stood at 173.5 million phones. Reason for a drastic surge in smartphone’s demand is the fact that it is much more than a phone. It is more

Processing Third and the most important feature in a smart-

powerful than a desktop computer you had couple of

phone is its processing power which most of the user

years ago. Making a call is just one of the functions it can

would never compromise on. Samsung I9000 oﬀers

perform. There are tons of things, personal and other-

ARM Cortex A8 1GHz processor and its upcoming P1000

wise, you can do today with this smart device which is

will give ARM Cortex A8 processor, 1 GHz processor.

getting smarter very quickly. Its smartness is based on ever increasing user’s expec-

Millions of dollars are being poured into R&D. Manufacturers are overcoming the hurdles in their way in

tations that compare it with desktop computers or note-

order to call their phones, the mobile computers. Issues

books. Today, consumers and corporate users are very

like hardware limitations, display capabilities, accessory

much attached with emails, internet browsing, and social

availability, ports and connectors etc are being ad-

networking no matter if they are at home, at oﬃce or at

dressed.

some café. Ultimately they want to hold a machine in their hands which has all the features of a powerful computer.

As I am writing these lines, competitor from Samsung’s home land, LG has announced new series of

Millions of dollars are being poured into R&D. Manufacturers are overcoming the hurdles in their way in order to call their phones, the mobile computers. Issues like hardware limitations, display capabilities, accessory availability, ports and connectors etc are being addressed Manufacturers are putting everything into the de-

smartphones with dual-core processors, a feature that is

vice for two obvious reasons, good sales figures and

being used by almost every desktop computer and

higher profit ratio which they cannot get from the sale

notebook manufacturers for a lead in the market.

of lower end phones. 3G is not in Pakistan yet but across

These smartphones will come with two 1GHz

the world, data usage on smartphones has increased

processors. The Tegra 2 chip will provide double the Web

manifolds.

browsing and up to five times faster gaming performance over single-core 1GHz chips. Most of today's smart-

how powerful are they? The strength of smartphones can be measured the same way we do with our desktop computer today.

phones come with single-core processors and are capable of playing only 720p resolution video. Beyond full HD support, dual-core processors could enable smartphones to run more demanding applications like

Memory Just few years back, the internal memory averaged at 32 MB but the smartphones that are being shipped in

videoconferencing. Whereas, LG says, its new Optimus line will include smartphones running on Nvidia's Tegra 2 dual-core chips, which will also allow handsets to play

the year 2010 are equipped with over 256 MB of RAM.

1080p high-definition video. Optimus will start its practi-

Take the example of Samsung Galaxy S which is based

cal journey in the fourth quarter of this year.

on Android OS. It has 512 MB of RAM and 2GB of ROM.

Nvidia announced Tegra 2 in January, initially targeting the chips at tablets. Tegra 2 couples processor

storage Earlier models of smartphones did not pay attention to the storage capacity. External memory card was the

cores based on Arm's Cortex-A9 design with other components such as Nvidia's GeForce graphics core. LG is one of the early companies to announce a September 2010 | More | 7

Cover Story dual-core smartphone, and major

ket as the Intel Pentium was to the desk-

phone makers are expected to follow as

top market”.

chip makers release dual-core chips.

There are almost a million smart-

what is more? Cloud structure is a new concept that is will be adopted by the mobile in-

phones being sold every day and Intel

dustry as well. The power of 3G and later

nounced its first dual-core mobile

processors are not in a single one. If the

4G (LTE) will be supported by the slim

processor, code-named Orion, targeted

firm is to remain viable, it needs a slice

smartphones that will be able to per-

at tablets, netbooks and smartphones.

of that market."

form Herculean feats of processing

Responding to LG, Samsung also an-

Orion features two 1GHz ARM Cortex A9

ARM has just launched a new chip

using the “Cloud Phones” mechanism.

cores, and will be able to record video at

called the Cortex-A15 MPCore. This new

a 1080p resolution. According to com-

chip will run with a clock speed of 2.5

Electromechanical System (MEMS)

pany’s oﬃcial statement, the processor

GHz, which could result in far faster pro-

whereby it uses a nano scale device

will be available for testing in the fourth

cessing speeds, with a minimal impact

used to detect or maintain the orienta-

quarter and will be mass produced

on power usage.

tion of the apparatus in which it is em-

starting the first half of 2011.

Industry analysts expect that smart-

Apple iPhone4 is using the Micro

bedded. This microchip acts like the gimbaled devices historically used to

There are almost a million smartphones being sold every day and Intel processors are not in a single one. If the firm is to remain viable, it needs a slice of that market.

help steer and stabilize airplanes and ships. Why this is all being put in a mobile phone? We have agreed that it is no more a mobile phone that is used for calling purposes only. MEMS technol-

why aRM, why not intel? A vast majority of smartphones use

phones will outsell PCs within in the

ogy, gyroscope, communicates with the

next 12 months, as the popularity of

computers. You can remotely do things

ARM chips, a UK-based company. Rather

smartphones continues to soar while

with your computer. For example, What

than making the chips, company only

the PC market is saturated.

if you could simply tilt or rotate the

designs them and then licenses them

"The pressure is really on Intel, be-

phone to switch between menus or

out for the production. Despite of small

cause they are wedded to the technol-

make menu selections? What if the

size, some analysts say ARM's new chip

ogy that made them rich for the past 30

handset were acting, temporarily, as a

is "as significant to the smartphone mar-

years.

Wii-style game controller? Check out this video for a demonstration http://www.youtube.com/watch?v=TmZ 7S6-3E4g Technology geeks say that computer keyboard is far from the ideal videogame controller. Brass Monkey, a Boston based company says, smartphones work much better. Just hold your iPhone horizontally with two hands, and you can fly spacecraft or drive race cars, thanks to the phone's built-in accelerometer sensor (newer iPhones also include a gyroscope), which relays information about its position and movement via WiFi to your computer. "We think the future of the user experience is people interacting with screens in new ways," says CTO

8 | More | September 2010

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Cover Story phones/books. Moreover, what if the device could recognize gestures—and use them to “air sign” a document, authenticate a security check,control a 3D mouse, or operate a television? This sort of handset functionality is not science fiction; it’s currently being built or already in use, and applications such as these are about to open up a whole new world of smartphone productivity, as the device makes a quantum leap forward in terms of power, application, and eﬃciency. As smart as it is, your smartphone is about to get even smarter. This is how a smartphone can act as a game controller by using the Micro Electromechanical System (MEMS)

Key to this all, the os Smarter phone requires smarter op-

Similarly, Garmin, known for its GPS systems, may soon close down its operations due to the fact that almost all smartphones have a GPS radio and access to mapping and location software that is good enough to get you where you need to go.

erating system. Despite of priorities set my handsets sellers; no single mobile operating system will rule the market in the way that Windows dominates personal computers. IDC’s study shows, by 2014 as many

Chris Allen. "You don't have to buy spe-

smartphones have a GPS radio and ac-

cial gloves or anything. We said, 'Let's

cess to mapping and location software

fight for their chunk on global level in-

take the thing you already have in your

that is good enough to get you where

cluding Symbian, BlackBerry OS, An-

pocket and use that as the input de-

you need to go. In fact, some of that

droid, iOS (iPhone), and Windows

vice.'" The Brass Monkey system requires

mapping software is by Garmin them-

Mobile. Company says, the OS market

that you download an app to your

selves. Last year, its Pakistani operation

will remain segmented but flourish for

iPhone, but there's no download re-

was a sheer disappointment.

the foreseeable future.

quired on your computer; the phone

Feeling the heat and looking at its

as five mobile operating systems will

To cut short, how stronger smart-

can control a game that's being played

popularity several computer manufac-

in most major browsers.

turers including Dell, Acer, and HP have

have to see yet but very soon we may see

come up with their own flavor of smart-

them replacing our computers. The day is

Not to mention, the smartphones

phones will become in the time to come we

have already become a source of music

not far in the future

through their respective online music

when your phone

stores. A year ago, inclusion of naviga-

will be your com-

tion functions for free in Android oper-

puter, you will carry it

ating systems damaged the navigation

with you and simply

industry. Personal Navigation Device

dock it at your desk

(PND) of Japan is suﬀering from losses

to interface it with

due to the built in navigational func-

larger input and dis-

tions inside smartphones. Similarly, Garmin, known for its GPS

play devices and then grab it and go when-

systems, may soon close down its opera-

ever you happen to

tions due to the fact that almost all

leave your desk.

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September 2010 | More | 9

General

Ayodeji Ayopo

The rise of PR, the fall of advertising This is indeed a trying period for Ad-

brand messages to reach the target public.

forms for others to say "how good you are."

I have been an integral part of both adver-

Public Relations delivers greater value

are shrinking and companies find it easier

tising and public relations professions, and

on the long run, when it is properly lever-

to shift to other elements of the commu-

I can say unequivocally that PR is a potent

aged. The only challenge is that most

nication mix. The focal point of attention

tool to make a product remain visible.

companies still see it as a part of the

vertising and the reason is that budgets

now is Public Relations, which to many

What I will not succumb to is the usual

whole, but it is indeed a whole unit on its

practitioners like myself, has greater im-

aphorism that PR is cheap. I would rather

own. PR is erroneously referred to as

pact than advertising. Al Ries and his wife, Laura, can aptly be described as ‘prophets' due to the postulations in their book ‘The Fall of Advertising and the Rise of PR.' There were many analy-

state that PR is very eﬀective and not a

media relations. Even though PR mes-

cheap platform, as many are wont to do in

sages are delivered through media chan-

order to denigrate the profession.

nels, media relations is one of the several

PR achieves so much as its messages have greater impact and greater retention.

tactics of PR. I will deal with this in another piece.

sis of the book, and some were very critical

The most intriguing part of it is that adver-

One major brand that has greatly

of their views on advertising. The damning

tising still has a large chunk of the budget

utilised the power of PR is Indomie brand

eﬀects of shrinking advertising budgets

under normal circumstances. Some execu-

of noodles. Indomie has thrived more

are visible in the industry now. Several big

tives implement advertising budget be-

through PR strategies that have posi-

names in the industry have chosen the op-

cause it is seen as a necessary evil. The

tioned the brand in the minds of con-

tion of mass downsizing of their staﬀ.

tides are, however, changing as brand cus-

sumers. The brand has utilised several PR

todians are now rethinking their strategies

platforms to dominate the noodles mar-

cially from the telecoms industry, spells

by focusing on strategic PR initiatives to

ket. I stand to be corrected because PR has

doom to any advertising agency.The PR

sustain brand equity.

made the brand to remain a household

The loss of any major account, espe-

industry is not isolated from the harsh

With the present harsh economic real-

name in the industry. The Schools Project,

economic realities, but the eﬀect is more

ities, the power of positioning a brand in

Road Safety Club, Mobile Kitchen, and

pronounced in the advertising industry.

the consumer's mind lies solely with PR.

now, the Heroes Award, are strategic PR

When advertising creates a brand identity,

initiatives that have clearly distinguished the brand.

In the book, PR is seen as more eﬀective in delivering the brand message than

it is the function of PR to enable con-

advertising. It is also important to state

sumers maintain emotional and physical

that advertising still remains the surest

connection with the brand.

A well-executed PR campaign can arouse the interest of consumers and ig-

way to tell a brand story to arouse the au-

There is evidence to substantiate this

dience, and this is done in a very creative

claim as brands now resort to public rela-

enhances sustainability for the brand. Ad-

manner to a large audience. PR, on the

tions to achieve optimum brand expo-

vertising cannot take the entire budget

other hand, segments the messages to

sure. PR helps in reinforcing brand

and leave the remnant to PR that delivers

small audiences and seeks other platforms

messages to make consumers connect

more value for the brands.

to drive the message home.

with the brands and also to promote

One may not totally agree to all the postulations in the book, but one thing stands out: PR achieves a lot of mileage than adver-

brand benefits in more substantial ways. This is what two major detergents, Ariel

nite their passion. On a long term basis, PR

Whichever way the pendulum swings, the role of advertising in brand building cannot be underestimated and advertis-

and OMO, have been doing in order to re-

ing has been the major channel of com-

tising does. PR generates substantial aware-

tain brand visibility and project the func-

munication for several years.

ness for brands, which advertising cannot,

tional benefits of the brands. Both brands

due to the edge PR has in deploying several

have now adopted third party endorse-

potency to touch base with the con-

tactics to push brand visibility.

However, PR still retains the power of

ments to build share of voice. This is the

sumers and move them to action. PR

work of PR to solicit opinion leaders and

should be given its priority of place and

want to agree with this piece, but the truth

key influencers to endorse brand. Advertis-

should no longer be relegated to the

is that PR goes the extra mile in simplifying

ing says you are good, but PR creates plat-

background.

Some schools of thought may not

10 | More | September 2010

n Source: 34next.com

www.apnatime.com

Ken Colburn

Is it possible to get a virus from

teChnoloGy

that researchers are finding theoretical

tests and were later pulled from their

surfing the Internet like a regular com-

possibilities, but nothing substantial

app stores.

puter on my smartphone?

exists in the wild.

Those that bypass the controls put

The amount of new ‘malware’ (mali-

There is a new vulnerability that

cious software) that is being written to

was recently discovered for Adobe’s

(called jailbreaking) so they can over-

infect computers that are on the Inter-

Flash player, which runs on desktop op-

ride the system and install un-autho-

net continues to grow at a fever pitch.

erating systems like Windows, Mac and

rized applications will be the ones at

Most of the really sophisticated

Linux, but the latest Android operating

greatest risk going forward.

malware is written by organized crime

system (2.2) has some exposure to this

With no orchestrated screening

syndicates around the world that have

exploit (the first of its kind, since most

process for those that install apps out-

plenty of resources and a really big mo-

smartphones can’t run Flash).

side of the system, malware producers

tivator: your identity. A recent study shows that if you

At this point in time, it’s actually safer to use your smartphone for ac-

in place by smartphone manufacturers

will continue to experiment on those willing to take the risk.

search for entertainment sites (music,

cessing web content, especially the

video, games, software, etc.) and in-

fringe content that is highly targeted

open and gaining a lot of users, so it’s

clude the word ‘free’, your chances of

for desktop computers, but that’s likely

likely we will continue to see more of

coming across a malicious website goes

to change over time.

the malicious activity aimed at this

up exponentially; in some cases 300%!

With the popularity of smartphones

Additionally popular items like ring-

on the rise, worldwide, be assured that

tones, wallpaper and screensavers have

this is an area that the malware coders

traditionally been big targets of the

are focusing on for future attacks.

malware producers, so be careful what you search for!

The real concern for smartphone

Google’s Android platform is both

emerging and more accessible group of smartphone users. One of the side-benefits to only getting applications from the authorized sources is that the vetting process

users for now are downloadable appli-

(especially for Apple’s App Store) is

cations that can contain malware or

pretty rigid and the likelihood of a ma-

about smartphone vulnerabilities, if

silently access private information on

licious program getting onto your

you’re referring to the common ‘drive-

your phone (contacts, e-mails, etc.) and

phone is very low.

by download’ attack that silently slips

upload it to a remote server.

When it comes to your question

malicious programs into your computer

Smartphone makers do their best

As the capabilities of what a smartphone (and now tablets like the iPad)

when you visit a rogue website, the an-

to police rogue applications in their

can do increase, so likely will the risks

swer (for time being) is no.

various app delivery systems, but they

in using those features (the current

have had apps (only a handful of the

Flash issue is a good example) so keep

As of this writing, browser-based attacks on smartphones are generally in

hundreds of thousands) get into their

your guard up and stay tuned.

the ‘proof of concept’ stage, meaning

systems that snuck past the security

Source: datadoctors.com

www.apnatime.com

September 2010 | More | 11

teChnoloGy

More Report

Indian Minister for HR shows the prototype of $ 35 Tablet

indian government is all set to produce a $35 Pc or rent it out for Rs. 15 per day n

In July Indian ministry for Human Re-

source unveiled the prototype of cheapest touch screen computer that will cost on

consumes 2-Watts of energy that means it can be a solution for anyone anywhere. There is a huge criticism on govern-

built for rural areas will be deployed in five locations, and then rented out to citizens. “The cost may vary from 15-20 per day.

$35 (approx PKR 3,000). This tablet PC is

ment as to how it is possible to manufac-

This model may remove the hindrance of

aimed at students and low-income groups

ture such a cheap PC but the government

aﬀordability in buying computers. We are

in India. Indian government has set the

says, since the device will run on a Linux

talking to various companies like Intel, HCL

launching date as 11 January 2011.

operating system that means there will be

Infosystems and One Laptop Per Child

no licensing cost involved.

Project,” a senior oﬃcial at ministry of IT &

The device which is called “Sakshat” is a result of development and research

Just recently, the Indian government

communications told ET.

work done by local institutes and stu-

has again come up with an idea to rent

dents. The gadget resembles modern

out PCs as low as Rs. 15 per day in the re-

tablet PCs and include all the basic func-

mote and poor areas where people can-

in diﬀerent parts of the country. But it

tionalities that a computer does.

not aﬀord to buy a brand new PC.

looks that government is not satisfied

Despite of this low price, the Sakshat

The initiative to increase the IT aware-

So far OLPC (One Laptop Per Child) program has distributed some 2000 PCs

with the pace therefore, it wishes to in-

will have many features that one can find

ness seems to have become the primary

crease the penetration rate to manifold.

in any tablet PC; it has touch display of 7

target of Indian government. The pilot

From the announcements it appears that

inches with built-in keyboard like any

project is expected to cost the govern-

agenda is all set to provide the latest ed-

other smartphone of today, it can surf in-

ment Rs. 45 lac. According to ET, under this

ucation to its population removing the

ternet eﬃciently, oﬀers 2GB of RAM. A Wi-

program to be launched by the ministry of

hindrance of aﬀordability in buying

Fi and USB support is also and above all it

IT & communications, computers specially

costly PCs.

12 | More | September 2010

www.apnatime.com

saddads

www.apnatime.com

Cover Story

September 2010 | More | 13

teChnoloGy

For Nokia in China, quality counts. The

‘Made in China’ label communicates that for Nokia China, excellence is the key cornerstone of their business. Nokia has a global demand supply

Company PR

Everything is taken into account. Devices are exposed to dust, extreme temperatures, and sun bleaching. Since these products will be used globally.

network that includes ten manufacturing facilities in nine countries around the world, including two in China - all with a

that manufacturing processes are world

past the bounds of “everyday use”. Both

worldwide reputation for quality products

class. Nokia is taking the same processes,

Nokia China sites have been certified to

and reliability.

top quality worldwide. Nokia is also taking

the international standards of ISO9001

the exhaustive testing beyond the normal

and ISO14001.

global Quality Manufacturing in china Nokia China’s Beijing factory is located

wear and use. Nokia China is proud of its world class

Nokia’s Beijing base boasts one of the world’s largest mobile phone industry

quality. David Tang, Vice Chairman of

chains, combining R&D, logistics, distribu-

in the Xingwang Industrial Park, along

Nokia China, sums it up aptly, “Here, we

tion, marketing and sales, services, man-

with its headquarter, test center, and its

adopt the same standards, the same

agement functions, and of course,

suppliers. A plant in Dongguan was also

processes, particularly in terms of qual-

manufacturing and testing. A device’s

established in 1995. Both factories have

ity…So you cannot see any diﬀerence

journey begins in Nokia China’s design

supplied products to diﬀerent countries

from products that are produced in China

studios, where state of the art facilities

all around the world.

and other parts of the world.”

house one of Nokia’s most advanced R&D

world-class industry chain

cated high-tech tools to create virtual

sites in the world. Designers use sophisti-

More important than the size of Nokia China’s operations is their dedication to quality control and strenuous testing

From the first stage in designing the

blueprints of the products before transfer-

which has made products produced in

phones to the final packaging, every sin-

ring their designs to a machine that pro-

China the same quality as any other Nokia

gle device as well as its components is

duces accurate 3D molds of phone

factories in other parts of the world. You

painstakingly checked for quality at each

models. And everything must fit in a con-

could see Nokia is committed to ensuring

step of the way. Products are tested well

sumer’s back pocket.

14 | More | September 2010

www.apnatime.com

teChnoloGy These plans are then translated into reality on the factory floor itself. All components for the phones such as the touchscreen and

nokia china sustainability initiatives Nokia China not only focuses on the

Nokia’s Beijing green building, built with more than 10 per cent recycled materials, is one of the most environmentally

camera are inspected meticulously before

products, but also on the people that

friendly buildings in China. Energy con-

assembly. A consumer can therefore buy a

make them. Their aim is to create a cus-

sumption has been cut by 20 percent and

Nokia product with the knowledge that all

tomer-supplier relationship, where each

water usage reduced by 37 per cent. Of

capabilities have been thoroughly tested.

employee can take pride in and be respon-

the 70,000m2 complex, 77.4 per cent of

Production performance can be viewed on

sible for their own work. Advancement

the total area has been designed to be lit

internal websites, through real-time moni-

and reward programs have been adopted,

with natural light. A double-glass “wall

toring, on white boards, and so on. Overall,

encouraging employees to constantly

curtain” lines the building to keep the in-

Nokia has manufactured approximately 700

strive to improve quality and work

terior at a constant temperature, saving

million phones in China.

processes through every stage of the

heating and cooling costs.

process, from development to production.,

Rigorous Product Testing At the test centers, devices are subjected to every condition imaginable, at ex-

Nokia takes pride in their employee satisfaction and ensures positive working environments for their employees.

Reducing its carbon footprint has also become a concern for Nokia; even the site of the Beijing campus itself is an environmentally friendly choice. Nokia has situated themselves

tremes beyond the strain of everyday life.

Quality of product is undeniably Nokia’s

Those of us who SMS extensively are

focus, but commitment to quality of the en-

suppliers, allowing their components to be

familiar with the strain an average keypad

vironment has taken priority as well. Sus-

delivered to the plant by gas-powered trains.

endures in a phone’s lifetime. Machines at

tainability and environmental protection

From the pre-production stage to the

the test center press keys up to one mil-

have become matters of great importance

end of the product life cycles, Nokia China

lion times in the lab. Flip and slide tests are

for Nokia in their China operations.

has made eﬀorts to oversee all aspects of

also performed countless times. Everything is taken into account. Devices

The materials that go into all of Nokia

less than one kilometer away from 20 of their

the lives of their devices. A phone-recycling

products are carefully selected, ensuing

program has been implemented in over

environmental sustainability at every

700 Chinese cities, so batteries can be

and sun bleaching. Since these products will

stage of the product lifecycle. Nokia oper-

safely disposed of and other parts stripped

be used globally, testing for usability in tropi-

ate the largest voluntary mobile phone re-

for recycling. 30 tons of phone units have

cal and humid parts of the world is also taken

cycling scheme in the world. People can

been collected through the program so far.

are exposed to dust, extreme temperatures,

into consideration, by placing phones in spe-

bring their phones back for responsible

cial chambers for weeks to test humidity lev-

recycling to around 5000 Nokia Care

Nokia product quality happened in every

els as high as 95 percent.

Points located in 85 countries.

Nokia presences globally.

This is the story of the world class n

Diﬀerent stages of phone making and testing

www.apnatime.com

September 2010 | More | 15

teChnoloGy

More Report

will produce thermal power of several gigawatts (GW). The project is a joint venture between a Swiss company and the UAE government under the title CSEMUAE. The idea of solar island was first discussed between the UAE government and the Swiss company La Centre Suisse d’Electronique et de Microtechnique (CSEM) some five years ago. According to the company, “we are trying to make sure its commercial viability and the precision of project. In the first test, the 250tonne platform was lifted using no more power than is needed to run four hairdryers. The second test measured its rotation, and a twoweek test last month measured its CSEM has already started a project to design and built the first prototype of such a solar island. The aim of the project is to validate the concept and prepare the construction of large islands. The prototype is being built and tested in the desert of the United Arab Emirates. The project is funded by the Government of the emirate Ras al Khaimah in the United Arab Emirates (UAE)

accuracy at tracking the sun, confirming that the prototype can track the sun to within 0.02 degrees of precision”. The next step will be to optimize the structure of the solar radiation

UAE government is working on

due the solar panels will produce

collectors on the platform and test

several multimillion dollar projects to

steam in underwater tanks, piped to

their stability and reliability against

increase the generation of electricity

a turbine on the shore.

the elements, dirt and wind.

manifolds as the country's popula-

A prototype of this project is al-

Prof Malay Mazumder, a professor

tion rises and energy needs soar. Last

ready in the testing phase for last 3

of electrical and computer engineer-

year, a report by Oxford Business

years. This prototype is a small solar

ing who developed the technology,

Group cited power shortages as the

island with a diameter of 88 metres,

said that while the country might

biggest bottleneck to the emirate’s

which is under test phase in the RAK

seem ideally suited for solar energy

industrial sector, which uses 35 to 55

desert. It can produce up to 1

projects, experts have noted one

per cent of the emirate’s power sup-

megawatt (MW) of thermal power

hitch: dust and sand build up on the

ply.

and would be able to cool or heat a

solar arrays.

One of the projects is building a

small mall. The actual islands, which

A thin layer of fine dust – as little

series of rotating solar islands off the

are expected to be built in the next

as 4 grams spread across one square

coast of RAS AL KHAIMAH (RAK).

two years, will be between 500m to

metre of a panel – could reduce en-

Through this project, heat generated

5km in diameter. The larger islands

ergy output by 40 per cent, accord-

16 | More | September 2010

www.apnatime.com

teChnoloGy ing to Prof Mazumder. “The trick here is to apply electrostatic forces to the panel in such a way that the sand particles become charged,” the computer and electrical engineering professor said in an interview from Boston. According to him the solution

Smartphone battle, Nokia and LG replaces their CEOs

could be from the planet mars, i.e Nokia and LG electronics have de-

self-cleaning solar panels that would

not require any washing fluid.

cided to replace their Global CEOs as

The technology that Nasa uses to

both the companies have remained

clean solar panels on its Mars rovers

unsuccessful to meet their goals in

could also, according to researchers

the smartphone market.

at Boston University, be useful in desert environs such as the UAE. The technology would work on

In order to recover the company from consistent losses, South Koreas’ LG group has announced that Koo

Earth as it works on Mars: using a special

Bon-joon, the brother of the LG

“electrodynamic screen”, tiny dust parti-

Group's chairman Koo Bon-moo will

cles are captured, charged and swept

replace Nam Yong from October 1.

aside by an electrostatic wave switched

Nam, the departing CEO, oﬀered to

on for several seconds.

resign from the top job to take re-

“They get lifted up from the surface and whipped away.”

sponsibility for poor management, LG said in a statement.

Prof Mark Horenstein, a colleague of

20 smartphones model in this year. Last week Nokia announced that Stephen Elop, previously the head of Microsoft's business software divi-

Prof Mazumder’s who is also working on

sion, will be the new CEO replacing

the self-cleaning technology, said dust

Olli-Pekka Kallasvuo. Company also

particles “would kind of be hopping and

confirmed that its executive vice

get dragged to the sides” before drop-

president and GM for mobile solution

ping oﬀ.

as well as Jorma Ollila, Chairman of

“We summarized the project this

Nokia’s board may also depart in

way: where do you want to build a solar

next few months.

panel? Where there is a lot of sun. Where

Big chunk of lower end business

is there a lot of sun? The desert. What is

is not disturbing the Nokia; it is the

there not a lot of in the desert? Water,

smartphone domain that is hurting

and there are copious amounts of dust,”

the most. Company has been produc-

he said.

ing some lackluster smartphones in

The self-cleaning panels could save time and water.

competition to its major rivals Apple, LG in July posted a record $103

Google, RIM, HTC and Samsung. Sec-

million loss at its handset business

ondly, US market is still not interested

washer to wash every panel, and maybe

during the second quarter and

to accept Nokia’s products the way it

it’s a gallon [of water] a panel,” Prof

warned of similar loss in this quarter

does with Apple and RIM.

Horenstein noted.

due to lack of strong smartphones

“Imagine you sent out a window

UAE government is keen to make this project a success which is still in its test phase.

Source: The National,UAE www.apnatime.com

models and selling strategy. In a statement company said, that

According to analysts, major reason behind this may be the fact that Nokia is still experimenting with its

handset division may recover in the

OS Symbian and Meego and they are

fourth quarter as it plans to introduce

still not flawless.

September 2010 | More | 17

teChnoloGy

If you thought classroom interac-

More Report

pressed their happiness with the tech-

know about what is happening inside a

tions in a school were limited to just

nology tool,” Mansoor Ali Khan, secre-

classroom. We won’t record everything,

teachers and students, think again. The

tary of DPS, told DNA.

but mostly what kind of teaching goes

Delhi Public School (DPS), Bangalore, has

Experts define WebEx as an easy way

come up with an innovative, state-of-the-

to exchange ideas and information with

will start using the technology from the

art technical know-how that will give

anyone, anywhere. It combines realtime

next academic year. To have access to

even parents access to classroom activi-

desktop sharing with phone conferenc-

classrooms, parents will be charged

ties — albeit in a controlled manner.

ing so that everyone sees the same

Rs150 per month.

Parents will not be physically participating in these activities but will be linked to their wards’ classrooms via

thing as they talk. WebEx sessions can be recorded for future use. Explaining how the entire technol-

on inside a classroom,” said Khan. DPS

Explaining as to what led to this move, Khan said nowadays both the parents were usually working, and thus

technology-enabled software tools. All

ogy works, Khan said, “WebEx would

they had little time to spend with kids.

the three branches of the school —

help us record classroom sessions for fu-

“If parents have to help children revise

North, South and East — will connect

ture references, reviews, or reuses by

their lessons, they can quickly have ac-

parents with classrooms, through

parents.”

cess to what has been taught by the

Cisco’s WebEx, a collaboration-based software tool. “Cisco Systems has developed the

“Later, parents, with their assigned login id and password can access classroom details from their computers

teacher in the classroom and help their wards in their studies. Moreover, parents can go back to a

technology with the help of WebEx and

whenever they wish to do so,” he said.

classroom session months after the les-

we have successfully experimented with

However, parents’ access to the class-

son was taught, especially during exam

it. Around 150 parents were part of the

rooms will be controlled. “The school

time,” said Khan.

recent experiment and they have ex-

will decide how much parents should

Source:DNA

18 | More | September 2010

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Cover Story

September 2010 | More | 19

review

MORE in House

The design is quite amazing but we wish that Samsung had put the power button on the top as we miss it sometimes on the right side or perhaps its placement remain unnoticed couple of times but it is not something to worry about and has nothing to do with its core functionality and looks.

20 | More | September 2010

Those who think that there is nothing

like an iPhone on earth, they need to reconsider their statement. Samsung Galaxy

4 which is the best from the company so far and stood at 1.7 million units sold. Not only in US, android based phones

S is the best of the rest Korean company

are getting popular all across the world

has introduced in the market. It popularity

and according to analysts, Android based

and acceptability can be gauged from this

phones will be overtaking Apple very

simple fact that since its announcement in

soon in 2011.

March 2010, Samsung has sold more than

So now we have something that we can

0.5 million handsets in South Korea and

boast about, the Galaxy S. On this thinnest

within 45 days after the launch in US, it

android based phone you will find minimal

has sold over 1 million units there reach-

hardware controls, other than volume

ing close to its competitor Appleâ&#x20AC;&#x2122;s iPhone

rocker on the left hand side, a www.apnatime.com

review power/standby key on the right and a home button under the screen that is surrounded by touch-sensitive menu and a back button. The design is quite amazing but we wish that Samsung had put the

The home screen has 7 panes which are subject to customization, default being the left one. Being a normal user, you won’t probably go beyond 3 panes. If you do not want rest of them, simply delete them, it will speed up the navigation.

power button on the top as we miss it sometimes on the right side or perhaps its placement remain unnoticed couple of times but it is not something to worry about and has nothing to do with its core functionality and looks. On the top, it houses a small plastic lid that covers the microUSB port and the unprotected 3.5mm standard audio jack, no need to say you put any of your likes. We were more concerned with the inside specs and we happily enjoyed all our operations on Samsung’s own 1GHz Hummingbird processor, paired with 16GB of

You can change the sequence of panes with the help of your finger. Activate the small menu by touching menu button at the bottom left and go into the editing mode. Save your choices after you are done. With the add option on the same menu you can customize the widgets, shortcuts, folders etc. You can choose from number of widgets provided by Samsung and the Android. If a chosen widget doesn’t find its place on the active pane, it will automatically suggest you choose another one. In this menu we found the Quick Search Box option very handy to find anything inside our phone. No need to search through option to get you desired thing either a contact or anything from the web.

RAM; with a microSD card option you can satisfy your storage hunger upto 32GB. For all our activities, 16 GB was more than enough. On the connectivity side, it oﬀers triband 900/1900/2100 HSDPA/HSUPA along with WiFi, Bluetooth 3.0 and a mi-

Notification, not only confirm you the current status of the phone by showing you error messages, also it is another simple way in the Galaxy S to play with connectivity. Pressing the WiFi will do a quick scan and show you all the available networks. It will connect to the network quite briskly once a selection is made.

croUSB 2.0 port; there’s also GPS, an accelerometer, digital compass, and both proximity and light sensors. It has two cameras: one, a 5-megapixel autofocus unit on the back, and a VGAquality front facing camera for video calls. Though, the flash is absent, which is of course our second desire, nevertheless, you can record 720p HD video at 30fps. If we are forgetting to mention what would amaze you the most after you first see this phone, it is the 4 inches of display of this phone fully supported by Samsung’s own Super AMOLED technology with 16 M colors and a resolution of 480 x 800 px. Colors are vivid, brightness is strong. In fact, the most beautiful display to look at indoors doesn’t lose its charm in the open and the brightness of the day. The sensitivity of its capacitive touchscreen is marvelous. The slightest of touches will do what you have in mind. www.apnatime.com

The Android phonebook is excellent to save almost every detail of your contact. The smartphone display contacts from your phone memory, SIM along with all your Google contacts on this single place. It’s easily manageable and quick to find either through flick-scrolling or alphabet scroll. On any contact, a swipe to the right will dial the contact’s default phone number whereas a swipe to the left will activate the SMS module to be sent on his/her default number. Calling with Samsung Galaxy S is superb. There are no reception and in-call voice quality issues. Proximity Sensors will automatically turn oﬀ the screen during a call. The call log shows all the dialed, received and missed calls in one list sorting your call history by contacts. September 2010 | More | 21

review Swipe on the contact or go the messaging application through menu. Another way is to activate the text editor, type your text and button to send this text as SMS is also available. Either way, messaging is awesome and very easy. There are no folders, just a new message button. Under that button is a list of all your messages organized into threads. SMS/MMS search has been made easy with this application-specific search that lets you find a message having the typed search word with a blink of an eye. Again, there multiple typing option. It is just the matter of choice where you find the ease.

On any contact, a swipe to the right will dial the contactâ&#x20AC;&#x2122;s default phone number whereas a swipe to the left will activate the SMS module to be sent on his/her default number. Google Talk is a real treat to remain connected. On Galaxy S it works similar to any PC.

The Gmail app supports batch operations, which allows multiple emails to be archived, labeled or deleted. Multiple Gmail accounts are also supported. You can also configure other email accounts with an option to set multiple POP or IMAP inboxes. Those having lots of email accounts can combine and display all the emails in a common inbox to avoid opening every single one.

Video playback is best in Galaxy S. it can play a number of formats. It also supports DivX and XviD. It can play well any high resolution movie. You can watch the movie on its screen or enjoy it on a bigger screen using TV-Out feature. You can also stream your content (movies, images) using DLNA support to any DLNA-enabled TV or PC with a DLNA support/software. No matter where you have placed the file, video player will locate the movie and play it. You will have before you the entire list of saved files. You can set the brightness of the screen according to the lightening condition. During our tests, we were able to watch movies continuously for 8 hours before the battery went dead. Music player is easily customizable. Sort the music by playlist, album, artist, genre or remove any of the tabs if you donâ&#x20AC;&#x2122;t like to see. Samsung has enhanced the music experience by adding equalizer and bass booster options. You can choose the preset or fix your own. Sound quality is extraordinary. Similarly, FM equipped with RDS will also amuse you by scanning all the available stations

22 | More | September 2010

www.apnatime.com

review camera is good Samsung has built a reputation in mobile camera domain. Galaxy S with 5 mega pixel (which is a norm today for a high end phone) auto-focus camera is not going to disappoint you. We have seen several phones from Samsung, HTC and other vendor missing the dedicated camera key on the outer body. Those who are used to with the dedicated camera key should not fear of spoiling favorite image in the absence half-pressable shutter key. Company has all the solution inside; application performs all of its function through its in-

terface. I personally think, physical shutter key is getting obsolete. What Galaxy S does, its touch focus feature is used to focus the subject and taping the shutter key gets the job done. Camera oﬀers all the widely used functions including blink detection, image stabilization, geotagging, smile detection, face detection and auto contrast. Same way, video recording of 1280x720 pixels at 30 fps generate a good quality and detailed video with low noise levels

Tons of applications Android 2.1 is the real power in this phone. It houses more application than another phone we have come across. Name of any requirement and it has the built-in application for it. And above all, most of the apps are free

Few things in short

www.apnatime.com

•

Long-holding the menu key calls up search.

•

You need to use your fingers in order to navigate within the text. We missed the joystick.

•

The sensitivity of its capacitive touchscreen is marvelous. The slightest of touches will do what you have in mind.

•

The TouchWiz 3.0 user interface comes preinstalled on top of the Android OS and is very prominent.

•

On any contact, a swipe to the right will dial the contact’s default phone number whereas a swipe to the left will activate the SMS module to be sent on his/her default number.

•

Google Talk is a real treat to remain connected. On Galaxy S it works similar to any PC.

•

Multi messaging let you include only 10 contacts at a time

September 2010 | More | 23

teChnoloGy

If you’re a true child of the Internet,

you’ll find leaving your home comforts

More Report

ments for all your necessaries – plus

And there’s the delight: travel

an overhead compartment for bed-

bloggers are likely jumping with joy at

behind something of a challenge – but

ding – a fold-out bed, a work table big

the design of a cheap, small vehicle –

that doesn’t necessarily mean that

enough to fit a laptop on, and there’s

which, in many countries, can be

you’re not aﬄicted with wanderlust.

still room for a driver’s seat at the

driven on a motorbike license due to

Thankfully, designer Cornelius Comanns

front.

its three wheels, small engine, and

has come up with the perfect transportation for you: the Bufalino. Designed to be the smallest

The rear of the vehicle opens out

handlebar steering – which lets them

into a sheltered sitting area, with the

go wherever they want with every-

top portion of the door doubling as a

thing they need to do their jobs.

camper ‘van’ imaginable, the Bufalino

drying rack for your clothing – we’re

is based around a Piaggio APE 50

talking a pretty much completely self-

clearly still a vehicle based on a very

three-wheeled light transporter – as

contained living arrangement here for

compact scale: and one which is for

often seen on the streets. Unlike the

the longest of journeys.

original, which was developed to carry

As well as folding back to become

Despite its seeming luxury, it’s

solo travelers only. While it would be possible to gather up a posse of Bufali-

small loads easily and quickly to their

part of the bed, the driver’s seat is

nos and travel in a pack, it’s hardly the

destination, the Bufalino includes all

movable along the length of the vehi-

environmentally-friendly way to get

the comforts of home.

cle: you can sit down to drive, to cook,

from A to B – despite the small and

to wash, and even to use your laptop

economical engine.

Packed into the somewhat cramped interior is a kitchen – com-

from either the front of the vehicle or

Despite of all the work, the Bu-

plete with hobs for heating your meals

– with the rear doors open – from the

falino is still a concept for now.

– nine independent storage compart-

panoramic view to the back.

Courtesy: geekwithlaptop.com

24 | More | September 2010

www.apnatime.com

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Cover Story

September 2010 | More | 25

teChnoloGy

In this excerpt from his new book Un-

Scott Stratten

league of mine and she was asking how I

engage, and to comment on people's

Marketing: Stop Marketing. Start Engag-

have built such a large amount of follow-

posts and status updates and to share

ing. author Scott Stratten shows the

ers. I mentioned that I get retweeted a lot

links with them that they may like, not

profane acts users of Twitter, Facebook,

and I retweet others. Her reply was "I

ones you have written to promote your-

and LinkedIn commit. How many are you

retweet others all the time!" When I

self but ones you have found that may

guilty of?

checked out her page, the only time she

help them.

Social Media is so new that most peo-

ever retweeted anyone was if it was a

LinkedIn falls under the same issues

ple are making it up as they go, but most

compliment about her or a FollowFriday

that Facebook does. The group's function

people seem to make the same mistakes.

mention with her in it. You may as well

has so much great potential because the

Or dare I say sins. . . . We look at the

tweet while looking in a mirror telling

site is fully business-oriented, yet the ma-

biggest players online for business--Face-

yourself you're good enough, you're smart

jority of the groups and posts that I have

book, Twitter, and LinkedIn--but the same

enough, and gosh darn it, people like you.

seen during my research were either out-

concepts can be applied to any social media site.

greed Greed is quite a popular sin. Twitter by

Facebook is in a world of its own. Post-

right spam or drive-by articles. Drive-by

ing on someone's wall with a seven-line

articles are those that are posted in multi-

signature, mass-inviting people to every

ple groups and sites, which are mostly a

event (even if the event is local and the

thinly veiled pitch for the author's services.

person is not even in the same country),

Some gurus also teach this method, but

default is a self-centered tool. It's about us.

to tagging people in articles that they are

you will notice that the original authors

But it's 100 times better if used as a con-

not even mentioned in just to get them to

are never around when someone has a

versational tool versus a dictation. I see

read it. There is a special vein in my fore-

follow-up question. I hope that the

people using Twitter as a glorified RSS

head that you can clearly see when these

LinkedIn discussion groups become just

feed for their blog or an ad-puker. So ab-

things occur.

that, groups that have great discussion.

sent of personality, I wonder why they

Someone didn't become your friend

gluttony

even try. Yes, they are in business, but if

on Facebook to give you business or to

they believe that business is built on rela-

allow you to use his or her wall as a bill-

tionships, they need to make building

board. Even the term "friend" means a re-

Twitter have seen tweets like this or

Get followers fast!!!! Most people on

lationship, and you are not building one

thought of using a site that helps kick-

when you invite me to your Multi-Level

start things for you. Seems innocent,

people who only retweet compliments

Marketing (MLM) event in San Diego and I

right? Let's just have a look-see at this

about themselves. I was talking to a col-

live in Toronto. Instead, use Facebook to

logic. Imagine a guy just followed you.

them their business. This sin holds a special place for the

26 | More | September 2010

www.apnatime.com

teChnoloGy Makes you feel all warm and fuzzy that a

that person takes an hour to reply to you,

one changed their Twitter profile pictures

new person is along for the Twitter jour-

face-to-face. How awkward would that be:

to a shade of green to support some

ney with you, makes up for your lack of

"Hey, how's business?" and they blankly

cause I got asked daily why I hadn't

popularity in high school, and the day is

stare oďŹ&#x20AC; for an hour, then reply "Good

changed mine yet. My answer to them?

getting better. Then you go to his profile

thanks!" That's how it feels if someone

It's none of your damn business why. My

and you see a bunch of tweets that say:

takes a week to reply to a tweet. I once

lack of participation in your cause does

had someone who took 79 days to reply

not infer lack of support, just like changing

of followers fast and automated!! Go to

to a question that I asked her on Twitter.

my avatar does not make me a better per-

this site!"

"I have found a way to get thousands

Seventy-nine days! If it takes you longer to

son by default. Same goes for people who

How does that make you feel now?

reply than it would to walk over a hand-

think you should be obligated to follow

Still warm and fuzzy? Still getting tingles?

written reply to my home, you're doing it

them back if they follow you. Things on

Didn't think so. When you tweet out "fol-

wrong. I know, not everyone is a tweeta-

Twitter, just like most things in life, are

lower system" tweets it says one thing:

holic like me, and not everyone can de-

choices. We should follow people based

You're in it for the numbers. I'll bet the 3

vote a good chunk of their day to Twitter.

on interest, not out of courtesy.

cents I still have after my latest trip to

So if you have a limited amount of re-

Same goes for causes and groups on

Vegas that one of the next tweets will be

sources or time, let's say five hours a week,

Facebook. You will see a popular cause of

about an "amazing business." Everything

it's better to spend 45 minutes a day for

the month go around with plenty of invi-

you tweet is an extension of your biz and

the entire week, than five hours once a

tations that you will usually ignore. Re-

your brand. If you want to scream about

week. Consistency breeds familiarity,

cently I had the pleasure of choosing to

"getting thousands of followers," be my

which creates relationships.

not join a cause just to be reinvited back

guest, but the funniest part about the

Here we can combine Facebook and

multiple times by the same person. I ad-

above tweet? The actual guy has 149 fol-

LinkedIn; if you are not going to be re-

mire their dedication, but despise their

lowers. Seriously.

sponsive on either site then you probably

persistence that has turned to annoyance.

On Facebook, gluttony takes a diďŹ&#x20AC;er-

shouldn't have a presence. There is a dif-

One of LinkedIn's greatest functions is

ent turn for me. While actually writing this

ference between being present and hav-

the endorsement, where people can give

book a service provider that I am "friends"

ing a presence. You need to be active and

testimonials about your skills at a particular

with sent me an invite to a Facebook

responsive to people's requests, whether

job. The system allows you to request en-

event called "Freedom from the Fat Trap!!!"

that is accepting people as contacts on

dorsements from anyone in your contact

Really? One of two things happened here.

LinkedIn or as friends on Facebook. I was

list. This is okay if they actually worked with

She either sent the invitation, which was-

guilty of this last year on LinkedIn when I

you or were customers; however, I fre-

n't even for her own event, to her entire

recently went back to ramp things up and

quently am requested to give endorse-

friend list or specifically chose to invite me

realized I had connection requests from

ments for people who I barely know

to the event. I am going to go ahead and

eight months ago. How do you think it

anything about; or they write in the request

guess that it is the former and that I also

made those people feel?

"if you endorse me then I will endorse you."

do not have to tell you how badly somebody could take this. It is about as bad as inviting somebody to an event called

Which negates the very point of the system.

envy Ya, I'm kind of a big deal on Twitter in

wrath One of the worst things about social

"You're Ugly and Here Is How You Can

my own mind, which at the end of the day

Look a Little Less Ugly." Remember that

means nothing to the majority of the

media is the reactionary nature of it. Espe-

everything you do impacts your business

world, but every day I get DMs asking me

cially on Twitter, most of us don't think be-

image, including inviting people to fat

to change my picture to add a "cause" or

fore tweeting and for the most part it's

camp.

tweet about this or that. I'm all for causes,

okay because most tweets are harmless,

I'm a big charity guy, but mostly I'm a fan

boring, and innocent by nature. But once

sloth

of choice. Meaning it's your choice to sup-

in a while we react or lash out above our

port anything you want but every once in

better judgment. It takes a thousand

I love about it. But imagine having a con-

a while people try to get others, through

tweets to build a reputation and one to

versation in person with someone where

guilt, to change their avatar. When every-

change it all. continues on page 29

Twitter is a conversation. It's truly what

www.apnatime.com

September 2010 | More | 27

teChnoloGy

Samsung Electronics has assumed

the lead role in the global TV market,

Company PR

The Television market has trans-

their ability to diﬀerentiate their TVs was

formed during the past decade from ana-

very limited. Semiconductor companies

with its revolutionary Televisions being

log to digital TVs and from brown tube

had their own priorities to create univer-

rolled out almost every year have be-

(CRT) TVs to flat panel (LCD and PDP) TVs.

sal semiconductors, rather than making

come bestselling products since 2006.

Samsung Electronics believed that this

specialized ones for only a few innova-

Samsung Electronics has held the No. 1

was an opportunity to change the market

tive customers. Samsung’s new organi-

position in the global TV market since

landscape during such a big transition

zational structure enabled the in-house

2007, both in terms of volume and

period. For capitalizing on this opportu-

creation of more specialized and diﬀer-

value. All this success has been achieved

nity, the best resources were reallocated

entiated Semi-conductors for its new

within a short period of 10 years, trans-

swiftly to the Visual Display unit to focus

breed of TVs.

forming Samsung Electronics into the

strategically in important markets.

hugely successful market leader. Samsung TV’s rise to the top in

Samsung moved 300 engineers

Samsung was also producing its own LCDs, a core component for digital TV

away from its successful semiconductor

displays. This was a major competitive

world’s largest TV market - North Amer-

business unit, and into the TV business.

advantage based on Samsung’s vertical

ica, began in the year 2000, when Sam-

This was the best performing engineer-

integration. More than 100 TV brands

sung transformed its operational

ing team in the company. These newly

were competing in the North American

methodology. At that time, the need to

deployed engineers in the TV division

market and most of them oﬀered similar

enhance its position was felt, because

were given very healthy performance

designs. Samsung elevated its product

Samsung was ranked 12th in a study for

bonuses every year. This made the TV

image with attractive and diﬀerentiating

evaluating the numerous TV-makers in

unit highly productive and competitive.

designs. The changing preferences of

the USA. This study was conducted by a

The newly structured TV business

local market research company.

unit set up the technological basis for

customers were proactively met by Samsung. The new trend was to put more

As Samsung became increasingly

creating TVs that were diﬀerentiated

value on TV aesthetics and designs, lead-

consumer-focused and proactive, its in-

from those of its competitors. Consis-

ing to the popularity of flat panel TVs.

novations began to gain popularity at

tent research and innovations have led

Through these eﬀorts, a sleek new

the CES - the world’s largest consumer

Samsung into becoming the first com-

product line, “the Bordeaux TV”, emerged

electronics tradeshow held in the US.

pany to launch the 3D TV following its

in 2006. From a distance, its silhouette

The real turning point came in 2005,

Bordeaux TV and LED TV range.

appeared like a wine glass. Its speakers

when Samsung decided to foster new

Back then, the competitors were

were hidden under the smooth curves of

growth in its TV business to become rec-

buying standardized semiconductors for

the unit to make the display look wider.

ognized worldwide for quality and value.

TVs from outside manufacturers. Thus,

Its name was taken from Bordeaux, a fa-

28 | More | September 2010

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teChnoloGy mous wine region of the world. The Bor-

most rewarding occupation, full of ca-

first in the arena, reflecting its leadership

deaux TV broke the stereotype and im-

reer growth opportunities.

in research.

mediately caught the consumer’s eye at

The TV structure has two parts; the

large electronics stores. This technology

display where images are shown, and the

movies like Avatar, the 3D home enter-

also oﬀered unmatched picture quality

light source at the back of the TV. Sam-

tainment trend is growing worldwide.

and amazing features.

sung focused on the light source and

This year, Samsung brought its complete

used an LED instead of fluorescent light.

focus on technological transformation to

The LED enhances picture quality with

become the first developer of 3D TVs and

The Bordeaux TV made a splash with 2.5 million units sold in 2006. Based on

With the success of fantastic 3D

the success of the Bordeaux TV, Sam-

more brightness and clarity, while using

home entertainment solutions. The cut-

sung rolled out another successful prod-

less power. Using LED technology Sam-

ting edge 2.5-D products by Samsung, in-

uct, the ‘Crystal Rose TV’ in 2008, with

sung was also able to dramatically reduce

troduced a revolutionary function that

the design and color impressions of a

the TV thickness from 10 cm to 3 cm.

enables converting 2D images to 3D by

rose. Samsung TV unit also made exten-

The higher manufacturing cost of LED

clicking a button on the remote control.

sive investments in buying special

TV makes it inaccessible for mid- and low-

Global competitors bitterly regretted not

equipment and lending it to its suppli-

cost markets, where too many companies

developing the feature, as they realize

ers. This bold step brought in a quick

are fighting in a cut throat competition.

that “New is the only way to survive”.

profit of almost 174,000 US dollars from

Thus Samsung faced less competition in

the Bordeaux TV. Over 3 million units of

the high-end LED markets. As the world

figures of Samsung are showing consis-

the Crystal Rose TV were sold in 2009.

began to recover from the global financial

tent growth. Samsung also adopted a

After these huge successes, in the sec-

crisis in 2009, the LED TV became a hit

very sophisticated marketing strategy

Due to these innovations, the sales

ond half of 2008, a revolutionary new

product. Various competitors responded

for 3D LED TV. A global launch event for

product, the LED TV was created.

by hurriedly introducing their own LED

3D TV was held in New York, attended

TVs, but the consumer had already

by James Cameron- the director of 3D

With growing popularity and consumer awareness of Samsung TVs, em-

formed the impression that LED TV is a

film ‘Avatar’, where a popular American

ployee confidence has also kept rising.

Samsung brand, thus the Samsung LED

singer’s video footage filmed in 3D was

Most employees consider it to be the

TV sales kept rising, as Samsung was the

also introduced.

continued from P27

Few Deadly Sins of Social Media Twitter feels intimate sometimes, like

cloaked in the disguise of being helpful.

private. If I asked for help or feedback in a

you're on an episode of Friends, having a

This is usually done by the spelling freaks

public forum, then fire away, but if the

conversation with a few, except there are

or grammar police. I admit that I do not al-

spell check is unsolicited, drop me a note

thousands "lurking" around. It's like hav-

ways proofread what I tweet--I barely

privately. It is actually appreciated and

ing a harem of stalkers, without the

proofread a blog post and then usually

makes you look even better. But beware of

creepiness.

only after I have posted it. Posting on my

those who ask for feedback in public as

public comments and implying that I am a

well--they are usually looking for praise.

Being the object of someone's wrath is also common. For a full explanation on

moron because I spelled something

how to deal with trolls check out the sec-

wrong isn't in anybody's best interest. It

Seven Deadly Sins of Social Media. We

tion about them later in the book. But in a

makes me feel stupid and it makes you

have included only 4 due to the shortage

nutshell: Don't feed them. They aren't

look bad. I was taught back in my human

of space. Read the complete article here

owed a reply, your time, or your emotions.

resource days that there was one rule:

http://www.fastcompany.com/article/sev

You're better than that.

Praise in public and reprimand in private.

en-deadly-social-media-

So I would say praise in public and assist in

sins?page=0%2C1

Wrath can be even worse when it is www.apnatime.com

The original article is titled as The

September 2010 | More | 29

leateSt in teCh

30 | More | September 2010

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lateSt in teCh

n A prototype ultrafast scanner capable of digitizing a book in one minute will be built within two years, said the chief researcher of the team at the University of Tokyo's Graduate School of Information Science and Technology. The "book-flipping scanning" system works with a camera that can take up to 500 photographs per second, enabling it to record about 170 book pages in 60 seconds as a person thumbs through

them. The system adjusts for the distortion caused by the curvature of the moving pages by measuring their three-dimensional forms using infra-red beams, so that the images can be electronically "flattened" to look like the original. "We believe this is the world's fastest (scanning) system as far as the technologies already published are concerned," said Yoshihiro Watanabe, who leads the

research team. "We are considering using robots to turn the pages automatically and more neatly," he said. The university researchers teamed up with Japan's Dai Nippon Printing this month to put the technology to practical use, with the aim of building a prototype scanner within two years. Japanese printing firms are diversifying into ebooks, which can be read using handheld devices such as Apple's iPad tablet computer or Amazon's Kindle. Mr Watanabe said the technology to rapidly capture 3D images of fast-moving objects could be used in a variety of applications from robotics to industrial and automotive design. "It could also be used to develop a safer and more comfortable driving system," he said. "If mounted on a car, this could take 3D images of obstacles ahead or dents and bumps in the road to avoid them. "If loaded into the eyes of robots, they would be able to move much faster than humans." n this unique concept is equipped with a receptacle, that collect urine samples for analysis, that are then checked for sugar levels and body temperature. Furthermore, it also comes with an armband to monitor blood pressure. The Intelligence Toilet is more than capable of storing the medical data of up to five people for and comes with a price tag of $4,100 to $5,850 in Japan, though Toto is also planning to introduce this incredible setup in countries like Brazil, Russia, India etc. n

Japan has for long been known for its innovative ways and creativity, when it comes to the field of technology and one such area in tech, where Japanese firms have excelled beyond doubt is the world of hygiene and toilet designs. Some of the most hi tech and incredible toilet designs have come from Japan, that have been designed and developed to make the experience as hassle free and comfortable as possible. Now, one of the biggest names in the toilet industry, Toto, has come out with an incredible design, that is not only ex-

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tremely futuristic, but in some sense it might even sound creepy too. This all new state of the art toilet design called, ‘Intelligence Toilet’, not only help you answer the nature’s call, but it also oﬀers to give you an instantaneous medical check up, right at the seat. This latest model, that has been developed for the housing company Daiwa House, is more than capable of analyzing multiple factors including, urine sample, blood pressure and body temperature, thereby providing you with a complete run down on your health condition. The basin of September 2010 | More | 31

lateSt in teCh

Portable coffee maker, a concept Though just a concept in the making, the icoffee seems like a fantastic idea and it should provide you with fresh coffee at all the time and all you need to do is carry it in your pocket. Inside icoffee there’s a refillable water tank and a rechargeable battery that allows you to make coffee with a press of a button. Besides, icoffee comes with four synthesized ceramic cups. Since the cups are made out of ceramic, they are tough and damage resistant and they won’t burn your fingers even if you pour hot coffee in them. It looks futuristic and your friends would find it difficult guessing what it actually is. It is white, it has metallic smooth look, and when you see it, you won’t even know that’s a coffee maker.

Mooncharge hybrid solar battery case For iPhone 4

The Mooncharge hybrid solar battery case is an innovative rechargeable battery concealed inside a protective hard case. The Mooncharge uses both conventional USB charging methods as well as an alternative energy source from the sun. The Mooncharge hybrid case can be charged via USB or sunlight and stored for when your iPhone is running out of battery power.

32 | More | September 2010

XlaRge design earphones by elecom

It is always trendy to have something unique in your ears. It no way symbolizes that you are deaf rather it does attract the attention that people nowadays crave for. There are plenty of designer earphones available if you look around and to add to this list recently Elecom has launched the EHP-DIN17 XLARGE design earphones. The design earphones feature the exclusive XLARGE design from Japan. The ear bud system is the very famous closed mold inner ear earbud system with a full sound isolation function that increases the hearing experience by many folds. The flat front panel of the design earphones by Elecom shows of the signature icon and the brand name in very trendy fashion thus giving the earphones an attractive look. XLARGE is actually a popular street fashion brand in Japan that produces plenty of clothing and diﬀerent accessory designs highly appreciated locally. The playback frequency zone of these trendy ear buds is between 20 Hz and 20 KHz. The earphones come with a 1.2 meter cord length which is enough for people to arrange the cord the way they are comfortable.

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lateSt in teCh

Zbox Mini Pc Enjoy eco friendly computing with superior energy-eďŹ&#x192;ciency and performance with the ZOTAC ZBOX HD-ID11 mini-PC powered by the class-leading next-generation NVIDIA ION and Intel Atom architectures. Next-generation NVIDIA ION graphics deliver unrivaled levels of performance and high definition video decode capabilities to the ZOTAC ZBOX HD-ID11 mini-PC with NVIDIA CUDA, PureVideo HD and HDMI 1.3a technologies for eco friendly computing with premium audio and video capabilities. High performance eco friendly computing is only two thumb screws away with the ZOTAC ZBOX HD-ID11 mini-PC thanks to a user friendly design that makes mastering the mini-PC quick and easy. Space for a 2.5-inch hard drive and one 200-pin DDR2-800 DIMM slot enable users to customize the internals of the ZOTAC ZBOX HD-ID11 to their own needs while USB 2.0 ports, a 6-in-1 memory card reader (SD/SDHC/MS/MS Pro/xD/MMC) and eSATA port provide greater external expansion capabilities for perfect eco friendly computing

nikon d7000 A model displays the new DX-format digital single lens reflex (SLR) camera 'D7000' from Japanese camera maker Nikon during a press preview in Tokyo. The new camera is equipped with a 16.2 megapixel CMOS sensor and a newly developed image processing engine 'EXPEED 2' and will be put on the market by Nikon on October 29.

Zbox mini-Pc with blu-ray drive inside Zotac has oďŹ&#x20AC;ered its line of mini-PCs called the ZBox before. These little machines look more like DVD players than a computer with tiny dimensions. The company has announced a new version of the ZBox recently that is the first mini-computer in the world to ship with a Blu-ray player inside the tiny machine. The integrated Blu-ray drive is a slot-loading unit. The new machine is the ZBox Blu-ray HDID33 and it has slots for up to 2GB of RAM

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and supports a single SATA 3GB/s HDD or SSD. Another version of the machine is offered called the HD-ID34 that has 2GB of DDR2 RAM and a 250GB HDD pre-in-

stalled inside the tiny computer. Both machines use an Atom D525 CPU running at 1.8GHz. The machine also uses next-generation Ion 2 graphics from NVIDIA with 512MB of DDR3 memory. Other features of the machine include a USB 3.0 port and a single mini-PCI Express expansion slot. 802.11n WiFi is built-in and the machine ships with Cyberlink PowerDVD 8 included. Pricing on the machines is unknown.

September 2010 | More | 33

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signal boosting wi-Fi antenna If you happen to live in an area where getting good Wi-Fi reception is not possible, what solution is there for you? We dread to think of the kind of place which you will need to stay at if you can’t even receive a Wi-Fi signal from the next room (maximum security prison, anyone?). Well, good thing there is a solution even if you stay in a nuclear bunker – the Signal Boosting Wi-Fi Antenna. We hope that this device will certainly work as advertised, where it is touted to increase your home computer network’s wireless speed and reliability in areas of weak signal strength. This patented device will come in a spatially-diverse design that has been specially optimized to receive signals in all polarizations, where a spherical signal pattern goes about capturing weak signals that lesser antennas drop, resulting in better reception, which will be especially beneficial for streaming video. It can hook up to your current wireless router, replacing only the physical antenna so there is no need for software installation or reconfiguration.

aMd shows oﬀ atom crushing netbook chip

AMD has demoed a new low cost, low power mobile processor for netbooks and cheap notebook PCs. Known as Zacate, the new chip was shown giving Intel's much more complex and expensive Core i5 processor a spanking in several popular PC games. The demo took place in San Francisco as AMD cashed in on the presence of the tech community at the Intel Developer Forum (IDF). The basic details of Zacate go something like this. It's a dualcore processor based on AMD's new low-power Bobcat core and it packs an integrated DX11 graphics core. Rated at 18W, there will also be a 9W model known as Ontario. Both will be made by Taiwanese foundry TSMC in 40nm silicon. Overall, the new chip is tiny, much smaller, for instance, than AMD Phenom II quad-core processor. AMD focused on the graphics performance of Zacate. Surprisingly, AMD chose an Intel Core i5 laptop as the comparison platform. Core i5 is traditionally found in relatively expensive mid-range laptops rather than netbooks and cheaper portables.

34 | More | September 2010

Tough book A model demonstrates a water proof test on the new heavy duty notebook computer of Japanese electronics giant Panasonic 'Toughbook CF-31', equipped with Intel's Core i5 processor on its CPU and a 13.1-inch LCD display in Tokyo. The new Toughbook with fully water, dust, shock and vibration-resistant magnesium alloy body, will go on sale in Japan from November 18.

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lateSt in teCh

nokia dual siM mobiles

Executive Vice-President, Mobile Phones Nokia Mary McDowell (C) poses along with Indian models during the announcement of new Nokia dual-sim mobile handsets in New Delhi on August 30, 2010. Nokia India announced two new dual-sim mobile handsets Nokia C1 and Nokia C2 with C1 mobile phone priced at Indian Rupees 1999.

solar Powered Keyboard German President Christian WulďŹ&#x20AC; (L) holds a solar powered computer keyboard next to Swiss president Doris Leuthard (2-L), her husband Roland Hausin (2-L) and Vaud State president Pascal Broulis (L) during their visit at the Swiss Federal Institutes of Technology (EPFL).

nikon coolpix s8100 A model displays the new digital camera 'COOLPIX S8100' from Japanese camera maker Nikon during a press preview in Tokyo. The camera comes equipped with a 12.1 mega-pixel CMOS sensor, with a 5.4-54mm / F3.5-5.6 zoom lens equivalent to a 30-300mm 35mm lens and will be put on the market by Nikon by October.

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Cover Story

36 | More | September 2010

saddads

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Month in foCuS

Curbing the illegal SIMs n Pakistan Telecommunication Authority has made extraordinary eﬀorts to curb illegal issuance of SIMs and to ensure authentic antecedents of mobile subscribers by implementation of one of its kind “Online Verification of Mobile Subscribers’ Antecedents through NADRA’s Database-789” in February 2009. After having successfully implemented the system for mobile operators, PTA has extended its eﬀorts by bringing the WLL operators under the same umbrella. In this regard, Chairman Dr. Mohammed Yaseen has inaugurated the call centers of M/s Worldcall and M/s Wateen here at Lahore.

While talking on the occasion Chairman PTA said, facilitation of the genuine subscribers must be our top priority, but not at the cost of national security. Fake subscribers must be discouraged at any cost and all-out technical and other efforts must be made in this regard. Operators are also bound legally to make sure that only genuine subscribers avail the communication facilities provided by the operators. Wateen has cleared 100% and worldcall has cleaned its 65% subscribers and remaining are in the process with NADARA and would be cleaned by the next week.

During his discussion address, Mr. Chairman emphasized the importance of authentic documentation and urged the WLL operators to spare no stone unturned while issuing the new connections strictly in accordance with the laid down procedures for new regime. Under the new process all WLL service providers are now linked with NADRA data base, and all WLL connections shall be activated after its verification from NADRA. CEOs of both M/s Worldcall and M/s Wateen assured their full compliance to the procedures in order to make certain availability of authentic credentials of the subscribers.

Ufone, the only Pakistani Telecom Brand makes a mark at a global forumCurbing the illegal SIMs n Ufone has been nominated for the Best Brand Award by the esteemed ‘World Communication Awards (WCA)’ committee which is the most prestigious telecom awards around the globe and as some may call it, the Oscar of the telecom industry. This nomination is another feather in a row to the cap of Ufone as WCA, earlier in July, had also nominated Mr. Abdul Aziz CEO & President Ufone for the Best CEO of the Year Award 2010. Amidst these troubling times for Pakistan good news is diﬃcult to come by; however, Ufone has yet again proven to be original and outstanding. Ufone is one of seven companies worldwide, and the only one in Pakistan to have been shortlisted for ‘The Best Brand 2010’. This is indeed a great feat and a moment of pride for both Ufone and Pakistan. Ufone’s nomination should be no surprise, When it comes to originality and innovation, no one does it better than Ufone. This nomination is a result of the risky but innovative strategies Ufone has employed throughout the years. The original humor Ufone employ in their adverts is just one such strategy which is now vainly being copied by the rest of the market. At a time when standard advertisements were the name of the game Ufone came forward and took a risk; it formulated everyday humor into its adverts and won the hearts of millions.

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Today Ufone advertisements are awaited by viewers of all ages and social classes to see how the next concept will bring yet another smile to all with its uniquely humorous communication. After this nomination Ufone has not only made its mark locally but internationally as well. Commenting on this auspicious nomination, Mr. Akbar Khan Chief Marketing

Oﬃcer Ufone said, “At a time when distress has over-ridden the country, this news comes as a source of inspiration and great pride for Pakistanis”. “Ufone thanks all its customers for their loyalty and support without whom this feat would not have been possible, and promises to continue making U, the customers, smile through these hard times”, he added.

ZONG recently donated relief good for the flood aﬀected people. The picture shows Zong’s volunteers distributing relief goods in camps of Thatta, Sindh.

September 2010 | More | 37

Month in foCuS

Jazz Octane brings Non-Stop Call Masti! n Mobilink Jazz brings an exciting new ‘Non Stop Call Masti’ offer for its valued customers. With Jazz ‘Non Stop Call Masti’, all on-net calls will be free after 2nd minute at any hour of the day! This is a limited time offer so why wait any longer? Switch to Jazz Octane right now by dialing *105*1# and revel in Non Stop Call Masti round the clock as long as you wish! Jazz Non Stop Call Masti offer will replace existing Jazz Ghanta offer on Jazz Octane package from September 15th, 2010.

Terms & conditions • For first two minutes, On-net calls will be charged at Rs 1 per 30 seconds and FnF Calls at

Rs 0.45 per 30 seconds • With this offer customer can call 3 On-net FnF number at the lowest hourly call rate of Rs 1.80/Hrs any time of the day • Off-net calls will be charged as per regular Jazz Octane tariff • Package daily fee of Rs 1 will be applicable to all Jazz Octane subscribers in addition to the daily subscription fee of Jazz Non Stop Call Masti offer • For Jazz Octane LNO subscribers On-net calls will be charged at Rs 4 for first minute between 12am-7am • 19.5% tax apply on the above mentioned price

Mobilink employees distribute Eid gifts among flood victims Mobilink, Pakistan’s market leader in cellular services and a part of Orascom Telecom Holding carried out a special relief activity in which employees of Mobilink distributed ‘Eid Gift Packs’ among flood victims at various relief camps in Multan. Mobilink, with its commitment to help flood victims in this hour of need has appealed to the masses to remember their brethren on this Eid and cut short their Eid expenditure so that more money could be donated in relief funds. The Eid gifts distribution was arranged by Mobilink Foundation Torchbearers along with volunteers from diﬀerent departments of Mobilink. The volunteer employees distributed Eid gifts among women and children and also spent time with the flood vicn

n The recent illegal strike observed by some miscreant groups in PTCL is now finally coming to an end and situation is returning back to normalcy as large number of employees have not only reported back to their workplaces but have also resumed their duties, press release said. This is a vindication of the management’s stance regarding this illegal activity as we have been maintaining all along that this strike was undertaken by elements having vested interests without any regard for the employees’ welfare. The standpoint was also supported by the honorable High Courts, NIRC benches, and Labor Courts by declaring this strike as illegal. The management has already given a very generous package to the employees including salary increase, bonus, and promotion opportunities and there was absolutely no reason for any kind of a strike except for the self-serving attitude and personal agendas. It said that the management has been consistently interacting with the employees telling them the exact situation and advising them not to become pawns in the hands of these miscreants and finally, the reality of situation has started to dawn upon the employees and they have realized the actual designs of these elements. The management is also reciprocating this gesture with an open heart and has decided to release the salaries of all such employees who have reported back to work. Consequently, salaries of about 26,500 out of 29,000 employees have been released. The process of termination of service of those employees who are still abstaining from work or resorting to these acts of hooliganism has been started. It also needs to be mentioned that all those misguided employees who had resorted to sabotage and terrorist activities by inflicting damage to PTCL network and installations are being handled strictly without any compromise. This situation has particularly been alarming at Lahore where more than 120 malicious cuts of optical fiber have been committed by these miscreants.

tims in the relief camps. The gifts packs consisted of mehndi, bangles for women and dolls, footballs, toys, wrist watches and sun glasses for children. Employee volunteerism is a core value of Mobilink’s Culture of Excellence and employees are strongly encouraged to develop a humanitarian spirit. The Mobilink Foundation Torchbearers are sanctioned to clock an average of 4 to 5 dedicated hours per person per month during oﬃcial working hours. On average the volunteers spent more than 4,800 hours in 2009 in community service initiatives. In the past, Mobilink has carried out extensive relief eﬀorts for the 2005 earthquake victims as well as built a large relief camp for accommodating 1,000 families of IDPs from Swat in 2009.

Motorola Foundation helps flood victims n In response to the recent floods in Pakistan, the Motorola Foundation has donated US$50,000 to CARE (www.care.org) and pledged an additional US$50,000 to match Motorola employee donations to CARE. “Our sympathies are extended to the people aﬀected by these natural disasters” said Karen Tandy, senior vice president, public aﬀairs, Motorola. “This donation is an example of Motorola’s continued commitment to humanitarian relief throughout the world.”

38 | More | September 2010

Illegal strike of PTCL’s employees to end finally

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Month in foCuS Intel Details 2011 Processor Features, Offers Stunning Visuals Built-in n Intel Corporation revealed several significant design features for the company’s 2011 2nd Generation Intel® Core™ processor family at the Intel Developer Forum. The new and enhanced features will further extend Intel’s chip performance and battery life leadership, and add a number of visually related features built right into the chips. Codenamed “Sandy Bridge,” the chips will be based on Intel’s first new “visibly smart” microarchitecture produced on the company’s cutting-edge manufacturing factories, or “fabs,” at 32-nanometer (nm is a billionth of a meter) process technology with second- generation high-k metal gate transistors. “The way people and businesses are using computers is evolving at an explosive rate, fueling demand for an even more powerful and visually appealing experience,” said Dadi Perlmutter, executive vice president and general manager of the Intel Architecture Group. “Our upcoming 2nd Generation Intel Core processor family represents the biggest advance in computing performance and capabilities over any previous generation. In addition

to oﬀering these features inside Intelbased laptops, we plan to scale these advances across our server data center and embedded computing product portfolio.” The processor family will include a new “ring” architecture that allows the built-in processor graphics engine to share resources such as cache, or a memory reservoir, with the processor’s core to increase a device’s computing and graphics performance while maintaining energy eﬃciency. The 2nd Generation Intel Core processor also includes an enhanced version of Intel® Turbo Boost Technology. This feature automatically shifts or reallocates processor cores and processor graphics resources to accelerate performance, tailoring a workload to give users an immediate performance boost when needed. Laptops and PCs powered by the 2nd Generation Intel Core processor family are expected to be available early next year. New Visual Experience – Visibly Smart Intel’s new processor graphics delivers enhanced visual features focused on the areas where most users are computing today: HD video, 3-D, mainstream

gaming, multi-tasking and online socializing and multimedia. To obtain and view video faster, Perlmutter demonstrated hardware accelerated video editing using the architecture’s dedicated silicon for media processing, which allows users to quickly convert video to other formats. The 2011 chips also come with Intel Advanced Vector Extensions (AVX). AVX delivers improved performance, rich functionality and the ability to better manage, rearrange and sort data. A new 256-bit instruction set accelerates floating point intensive applications such as digital photo editing and content creation. Intel also demonstrated a dual processor, next-generation Intel® Xeon® processor server running Vidyo* video conferencing software that utilizes the 32 threads available on the system, and takes advantage of the AES New Instructions set (AESNI). Next-generation Xeon™ processors for 2 socket servers and workstations run 8 cores and 16 threads per processor and are on schedule for production in the second half of 2011.

wi-tribe’s flood relief efforts n In Pakistan, wi-tribe employees organized a ‘Relief Drive’ using donations from their salaries to support victims of the devastating floods. wi-tribe employees volunteered their time to procure, pack, transport and distribute the goods themselves. With the much appreciated aid of the Pakistan Army stationed at Kot Addu, a very organized relief effort was executed, utilizing 100% of the funds to provide over 200 family care packages containing 1 month of relief rations and goods. With each care package, wi-tribe provided a family of 5 with 1 ration sack (36 Kg of food supplies including powdered milk, cooking spices, rice, sugar, dates, cooking oil, pulses, energy biscuits, tea and non-food supplies including antiseptic soap, sanitary pads, candles, ORS, mosquito repellent, and anti-rash cream) + 1 sack of wheat (10 Kg) + 2 Jerry cans (with a capacity of 20 Litres each) + mineral water + 1 bag of mixed pickle (1 Kg), all amounting to 30 days of consumables for a family of 5. Talking about the relief efforts, Mustafa Peracha, CEO of witribe Pakistan said, “Considering the devastation that has taken place, we felt it was our obligation as members of society to reach out to those suffering in the wake of the floods. I am proud to say that wi-tribers worked as one team and initiated an internal relief effort drive to not only contribute financially to the cause, but also volunteered to visit the affected areas ourselves.”

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Witribe employees complete volunteer relief drive in Shaadi Khan & Ludhalangar near Kot Addu While individual wi-tribe employees have donated generously to the cause, the wi-tribe Group has also made a donation to the International Committee of the Red Cross (ICRC), which has worked in Pakistan since 1947 and is an international leader in bringing relief to war and disaster stricken areas around the world. wi-tribe employees have joined hands to support the flood showing how even the smallest individual eﬀort can collectively become eﬀective.

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Month in foCuS National Telecommunication Corporation (NTC) opts for SAP Technology Implementation n NTC and Siemens Pakistan have entered into a technology agreement according to which SAP would be licensing its ERP software solution at NTC. The solution will be implemented at NTC through Siemens Pakistan, which is one of SAP’s top implementation partners in Pakistan. The Chief Guest at the ceremony was Mr. Nagueeb ullah Malik, Secretary IT and Telecom. He appreciated NTC’s initiative to implement global best practices in the business processes of the organization that will enable NTC to standardize its core processes, and help the organization in taking well informed decisions. Speaking on the occasion Brig. (Retd.) Mirza Babar Aziz Beg, Chairman NTC, said: “We are delighted to have signed such a strategic agreement with SAP. We are confident that implementation of SAP technology will increase our working eﬃciency and help us in quick decision making, which is essential for any telecommunication company.” Syed Aamir Raza Shah, Head of Business Development, Defense, Education, Utilities & Public Sector, SAP Pakistan said: “We are pleased to be associated with NTC, along with our Partner Siemens in this Project. At SAP, through our portfolio of various products and solutions, we are constantly working with all our customers to accelerate their business innovation, cultivate

(Sitting L-R) Brig. M. Younus (Chief Technical Oﬃcer, NTC) and Mr. Mukarram Saeed (GM Siemens) are seen during the signing ceremony whereby SAP would be licensing its ERP software solution at NTC. growth and create value in their business”. Mr. Aijaz Saleem, Director Siemens Pakistan, commented; “Siemens has been at the forefront for introducing SAP to customers in Pakistan and we are very proud and privileged to be associated with NTC in pioneering the initiative of implementing SAP ERP solutions. Siemens is proud to support NTC with our industry leading business solutions as the company continues to enhance its employees’ experiences while creating eﬃciencies in workplace management.” The agreement was signed by Brig (Retd.) Muhammad Younas, CTO NTC and Mr. Mukarram Saeed, General Manager Siemens, on behalf of their respective organizations.

EU-funded Training Sessions on Sustainable Production Held

Etihad Airways distributed Eid Gifts amongh flood victims

Etihad Airways in July this year flew 80 young Muslim leaders from 17 countries to the United Kingdom to take part in the 2010 Mosaic International Summit. The national airline of UAE in Karachi recently hosted a discourse with the delegates who travelled from Pakistan. (L-R) Picture shows Young Muslim Leaders of Mosaic Project, Rizwan Ahmad Malik, Dr. Syed Ali Salman standing with Amer N. Khan, Country Manager Pakistan, Etihad Airways along with Tabinda Sarosh and Aarij Hashimi. 40 | More | September 2010

n Faculty members from several engineering universities of Punjab participated in a fourday training session, conducted under EU-funded SCI-Pak project and aimed at promoting sustainable and cleaner production in Pakistan. The EU-funded SCI-Pak project aims at promoting sustainable and cleaner production in Pakistan. Under the project, training was concluded for faculty members of different Pakistani engineering universities. The purpose of the training was to share the concepts and tools of sustainable production, along with case studies from Pakistan, and from across the world, to build on the capacity of the faculty members of Pakistan’s engineering universities so that they can impart such trainings to their students. The University of the Punjab (Lahore), University of Engineer-

ing and Technology (Peshawar), Kinnaird College for Women (Lahore), National Textile University Faisalabad (Faisalabad), and University of Management and Technology (Lahore) participated in the training. The participating universities will now organize similar courses, in form of seminars, at their campuses. The faculty members who attended this training will lead these seminars. The SCI-Pak Project will also arrange field trips and internship opportunities for students who will participate in the seminars. Earlier, from August 3-6, 2010, a training workshop was conducted by TNO Science and Technology, Eindhoven, Netherlands in Tilburg Netherlands for industrial equipment manufacturers (IEMs) in the textile processing and leather tannery industries of Pakistan. www.apnatime.com

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