If you don't know much about Justin Bieber's rise to superstardom, James Parker provides a good primer:
How did he do it? With YouTube, that’s how. Kissed in his cradle by the witch of the Web, Justin was throwing up little promo reels by the time he was 12. Singing a Brian McKnight song into the bathroom mirror. Or sitting on some municipal steps somewhere, busking mightily about the Lord: “You’re my God and my Fa-ther!” he bellows through the legs of passersby, the wooden body of his guitar reverberating with his shouts. ...
Bieber wasn’t from the Disney factory, and he didn’t have a show on Nickelodeon, so the marketing plan was skewed toward his already established constituency in social media: lots of Facebooking and YouTubing and sugary tweets to his millions-strong Twitter army.
If you don't know much about Justin Bieber's rise to superstardom, James Parker provides a good primer:
How did he do it? With YouTube, that’s how. Kissed in his cradle by the witch of the Web, Justin was throwing up little promo reels by the time he was 12. Singing a Brian McKnight song into the bathroom mirror. Or sitting on some municipal steps somewhere, busking mightily about the Lord: “You’re my God and my Fa-ther!” he bellows through the legs of passersby, the wooden body of his guitar reverberating with his shouts. ...
Bieber wasn’t from the Disney factory, and he didn’t have a show on Nickelodeon, so the marketing plan was skewed toward his already established constituency in social media: lots of Facebooking and YouTubing and sugary tweets to his millions-strong Twitter army.
Surface Encounters
Report: Purdue coach Matt Painter meets with Missouri officials, will wait another day to make decision
Purdue basketball coach Matt Painter met with Missouri officials Tuesday regarding the Tigers' vacant coaching position, according to a report in the Kansas City Star.
Surface Encounters
Fox <b>News</b> Bureau Chief: I Thought It Was 'Far-Fetched' When I <b>...</b>
In 2009, current Fox News DC Bureau Chief Bill Sammon admitted that he didn't really believe charges that Obama was a "socialist" when he encouraged Fox News staff to use the term. But, he claims, he soon realized it was true.
Surface Encounters
This Week in Credit Cards <b>News</b>: New Rules, More ATM Fees, End of <b>...</b>
Provided by LowCards.com New Rules Promote Smarter Use of Credit Cards The new consumer watchdog agency wants to help consumers understand the credit card offer they will receive before they apply for a credit card.
Surface Encounters
Titles from major book publisher Random House will now appear in Apple’s iBooks store. The news was one of many talking points covered earlier today at Apple’s media event. Random House had previously been the only major publisher not represented in Apple’s popular iOS book store, as it was not willing to grant Apple the 30% cut taken on titles sold through iBooks. The addition of Random House is a major coup for Apple as it looks to compete with the likes of Amazon’s Kindle bookstore and other popular offerings. Hit the break for Apple’s full press release.
Random House, Inc. Makes Entire US Catalog of 17,000 ebooks Available on Apple’s iBookstore
iBookstore Now Features More than 2,500 Publishers, Including All Six Major Trade Publishers
SAN FRANCISCO—March 2, 2011—Apple® today announced that Random House, Inc., the largest trade book publisher in the US, has made its full catalog of 17,000 ebooks available on Apple’s iBookstore℠, including bestsellers by Stieg Larsson, John Grisham, Dan Brown, Danielle Steel, Laura Hillenbrand, Cormac McCarthy, Lee Child and many more of the world’s preeminent authors. Starting today, customers can pre-order upcoming releases from Random House including Lisa Gardner’s “Love You More,” Suze Orman’s “The Money Class” and Jean Auel’s “The Land of Painted Caves.” With the addition of Random House, the iBookstore now offers ebooks from all six major trade publishers and thousands of independent publishers.
“We are delighted that Apple’s iBookstore now will be carrying Random House’s US ebooks for the first time,” said Markus Dohle, Random House’s Chairman and CEO. “And we look forward to bringing our 17,000 ebooks to Apple customers.”
“We’re thrilled to offer Random House on the iBookstore,” said Eddy Cue, Apple’s vice president of Internet Services. “iBookstore customers have already downloaded more than 100 million books in less than one year, and we think they’ll love being able to choose from Random House’s incredible selection of titles to enjoy on their iPad, iPhone and iPod touch.”
iBookstore customers can choose from a wide selection of illustrated and video-enhanced books that look incredible on iPad™, including Jay-Z’s memoir “Decoded” and Bing West’s “The Wrong War”; bestselling children’s series such as Magic Tree House and Junie B. Jones; and cookbooks by Martha Stewart, Rachael Ray, and the Barefoot Contessa, Ina Garten. Random House, Inc. comprises more than 80 adult and children’s US publishing imprints including Alfred A. Knopf, Doubleday, Crown, Pantheon Books, Vintage, Ballantine and Bantam.
The iBookstore, included in Apple’s free iBooks® app, is the best way to browse, buy and read books on your iPad, iPhone® and iPod touch®. iBookstore offers ebooks from more than 2,500 publishers in more than 20 categories, including Mysteries & Thrillers, Biographies & Memoirs, Cookbooks, Children’s & Teen, Humor, Romance, Business and Travel.
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.
Dirty Percent
Tuesday, 1 March 2011
It’s not hard to make the case that Apple’s new in-app subscription system offers numerous benefits to users, developers, and publishers. But whatever those benefits, they stem from the mere existence of these new subscription APIs. What’s controversial is the size of Apple’s cut: 30 percent.
No one is arguing that Apple shouldn’t get some cut of in-app purchases that go through iTunes. And, if Apple were taking a substantially smaller cut, there would be substantially fewer people objecting to Apple’s rules (that subscription-based publishing apps must use the system; that they can’t link to their external sign-up web page from within the app; and that they must offer in-app subscribers the same prices available outside the app).
The reasonable arguments against Apple’s policies seem to be:
Apple should be taking less, perhaps far less, than 30 percent.
Apple should not require subscription-based apps to use the in-app subscription APIs. If it’s a good deal for publishers, they’ll choose to use the system on their own.
Apple should not require price-matching from subscription offers outside the app. Publishers should be allowed to charge iOS users more money to cover Apple’s cut.
Apple should consider business models that simply can’t afford a 70/30 revenue split.
Let’s consider these in reverse order.
Apple Should Consider Business Models That Can’t Afford a 70/30 Revenue Split
Apple doesn’t give a damn about companies with business models that can’t afford a 70/30 split. Apple’s running a competitive business; competition is cold and hard. And who exactly can’t afford a 70/30 split? Middlemen. It’s not that Apple is opposed to middlemen — it’s that Apple wants to be the middleman. It’s difficult to expect them to be sympathetic to the plights of other middlemen.
Some of these apps and services that are left out might be ones that iOS users enjoy, though. This is the leading argument for how this new policy will in fact hurt users, and, as a result, Apple itself: it’ll drive good apps off the platform. Frequently mentioned examples: Netflix and Kindle. For all we know, though, Netflix may well be fine with this policy. Apple would only get a 30 percent cut of new subscriptions that go through the Netflix iOS app, and that might be a bounty Netflix can live with in exchange for more subscribers. Keep in mind, too, that Netflix and Apple seemingly get along well enough that Netflix is built into the Apple TV system software.
Kindle, and e-book platforms in general, are a different case. For one thing, Kindle doesn’t use subscriptions. Kindle offers purchases. Presumably, given Apple’s rejection of Sony’s e-book platform app last month, Apple is going to insist on the same rules for in-app purchases through apps like Kindle as they do for in-app subscriptions. If so, something’s got to give. The “agency model” through which e-books are sold requires the bookseller to give the publisher 70 percent of the sale price. So if the publisher gets 70 and Apple gets 30, that leaves a big fat nothing for Amazon, or Barnes & Noble, or Kobo, or anyone else selling books through native iOS apps — other than iBooks, of course.
But leaving aside the revenue split, there are technical limitations as well. The existing in-app purchasing system in iOS has a technical limit of 3,500 catalog items. I.e. any single app can offer no more than 3,500 items for in-app purchase. Amazon has hundreds of thousands of Kindle titles.
Something’s got to give here. I don’t know what, but there must be more news on this front coming soon. I don’t believe Apple wants to chase competing e-book platforms off the App Store.
Apple Should Not Require Price Matching
Why not allow developers and publishers to set their own prices for in-app subscriptions? One reason: Apple wants its customers to get the best price — and, to know that they’re getting the best price whenever they buy a subscription through an app. It’s a confidence in the brand thing: with Apple’s rules, users know they’re getting the best price, they know they’ll be able to unsubscribe easily, and they know their privacy is protected.
Credit card companies insist on similar rules: retailers pay a processing fee for every credit card transaction, but the credit card companies insist that these fees not be passed on to the customer. Customers pay the same price as they would if they used cash — which encourages them to use their credit card liberally. (Going further, many charge cards offer cash back on each purchase — they can do this because the cash-back percentage refunded to the customer is less than the transaction processing fee paid by the retailer.)
So the same-price rule is good for the user, and good for Apple. But Matt Drance argues that Apple could dissipate much of this subscription controversy by waiving this rule:
The requirement that IAP content be offered “at the same price
or less than it is offered outside the app,” combined with the
70/30 split, means developers must make less money off of iOS by
definition. They can’t price their IAP content higher to offset
the commission, nor can they price their own retail content lower.If I am interpreting this correctly, I can’t bring myself to see
it as reasonable. […] I think a great deal of this drama could
go away if Apple dropped section 11.13 while keeping section
11.14: Your prices on your store are your business; just don’t
be a jerk and advertise the difference all over ours.
And I agree with him. Yes, the same-price rule is good for users and for Apple, but waiving this rule wouldn’t be particularly bad for users or for Apple, either — and it would give publishers some freedom to experiment.
I suspect one reason Apple won’t budge is that their competitors — like Amazon — insist on best-price matching.
Apple Should Not Require Apps to Offer In-App Subscriptions
I’m sympathetic to this argument, too. “If you don’t like our terms, don’t use our subscription system.” But it has occurred to me that this entire in-app subscription debate mirrors the debate surrounding the App Store itself back in 2008 — that 30 percent was too large a cut for Apple to take, that it shouldn’t be mandatory, etc. The same way many developers wanted (and still want) a way to sell native iOS apps on their own, outside the App Store, many publishers now want a way to sell subscriptions on their own, outside the App Store.
The fact is, the App Store is an all-or-nothing affair. You play by Apple’s rules or you stick to web apps through Mobile Safari. This alternative is no different for periodical publishers than it was (and remains) for app developers in general. A lot of these demands boil down to a desire for more autonomy for native iOS app developers. Apple has never shown any interest in that.
There’s one striking difference between the subscription controversy today and the App Store controversy in 2008: with subscriptions, Apple is taking away the ability to do something that they previously allowed. There was never a supported way to install native apps for iOS before the App Store. Subscriptions sold outside the App Store, on the other hand, were allowed until last month.
Apple Should Be Taking Less, Possibly Far Less, Than 30 Percent
Another difference between the App Store itself and in-app subscriptions is that with apps, Apple hosts and serves the downloads. Apple covers the bandwidth, even for gargantuan gigabyte-or-larger 99-cent games. The OS handles installation.
With in-app subscriptions (and purchases), however, the app developer is responsible for hosting the content, and for writing the code to download, store, and manage it. So — one reasonable argument goes — given that Apple is doing less for subscription content than it does for apps (or for music and movies purchased through iTunes), Apple should take less of the money.
Taken further, the argument boils down to this: that for in-app subscriptions and purchases, Apple is serving only as a payment processer — and thus, a reasonable fee for transactions would be in the small single digits — 3, 4, maybe 5 percent, say. More or less something along the lines of what PayPal charges.
Apple, I think it’s clear, doesn’t see it this way. Apple sees the entire App Store, along with all native iOS apps, as an upscale, premium software store: owned, controlled, and managed like a physical shopping mall. Brick and mortar retailers don’t settle for a single-digit cut of retail prices; neither does the App Store.
Seth Godin argues that Apple’s 30 percent cut is too big to allow publishers to profit:
Except Apple has announced that they want to tax each subscription
made via the iPad at 30%. Yes, it’s a tax, because what it does is
dramatically decrease the incremental revenue from each
subscriber. An intelligent publisher only has two choices: raise
the price (punishing the reader and further cutting down
readership) or make it free and hope for mass (see my point above
about the infinite newsstand). When you make it free, it’s all
about the ads, and if you don’t reach tens or hundreds of
thousands of subscribers, you’ll fail.
Godin’s logic strikes me as questionable. For one thing, he freely switches between a newsstand metaphor (arguing, perhaps accurately, that the App Store is too large for publishers to gain attention from potential readers in the first place — you won’t read what you never notice) and the economics of subscriptions. But subscribers are the opposite of newsstand readers. Newsstand readers are buying a single copy, often on impulse. Subscribers are readers who are already hooked, and who know what they want. Put another way, the size of Apple’s cut of subscription revenue — whether it were higher or lower — has no bearing on the “attention at the newsstand” problem.
Second, the problem facing traditional publishers today is that circulation is falling. Newsstand sales and subscriptions are falling, under pressure from free-of-charge websites and other forms of digital content. The idea with Apple’s 70-30 revenue split is that developers and publishers can make it up in volume — that people aren’t just somewhat more willing to pay for content through iTunes than other online content stores, they are far more willing. The idea is that Apple has cracked a nut no one else1 has — they’ve created an ecosystem where hundreds of millions of people are willing to pay for digital content. Thus, potentially, publishers won’t just make more money keeping only 70 percent of subscription fees generated through iOS apps than they are now with 96 percent (or whatever they’re left with after payment processing fees) of subscription fees they’re selling on their own — they stand to make a lot more money.
I’m not guaranteeing or even predicting that it’s going to work out that way. I’m just saying that’s Apple’s proposition.
Godin’s assumption is that iOS in-app subscriptions won’t significantly increase the number of subscribers. If he’s right about that, then he’s right that Apple’s 30 percent cut will prove too expensive for publishers. But Apple’s bet is that in-app subscriptions can dramatically increase the number of subscribers. Consider the app landscape. Apple’s 30 percent cut didn’t drive the price of paid apps up — the nature of the App Store drove prices down. It’s a volume game.
The App Store itself proves that Apple might be right. Like with app sales, in-app subscriptions won’t work for every publication. But it could work for many. It really is possible to make it up in volume.
And if a 70-30 split for in-app subscription revenue doesn’t work, the price will come down. That’s how capitalism works. You choose a price and see how it goes. I’ll admit — when the App Store launched in 2008, I thought Apple’s 70-30 split was skewed too heavily in Apple’s favor. Not that it was wrong in any moral sense, but that it was wrong in a purely economic sense: that it might be more than developers would be willing to bear. Apple, clearly, has a better sense about what prices the market will bear than I (and, likely, you) do.
Competition vs. Anti-Competition
One last argument I’ve seen regarding these in-app subscription rules is that it’s further evidence of anti-competitive behavior from Apple. That makes sense only if you consider iOS to be the entire field of play. Apple, though, is competing at a higher level. They’re competing between platforms: iOS vs. Kindle/Amazon vs. Android/Google vs. Microsoft, and in some ways, vs. the free web. Why should publishers make an app rather than just a mobile web site? For happier customers and more money.
Sony has a platform for e-books. Amazon has a platform for e-books. Barnes & Noble has a platform for e-books. Apple has a platform for e-books. But Apple is the only one which allows its competitors to have apps on its devices. And Apple is the anti-competitive one? I’m no lawyer, but if the iTunes Music store hasn’t yet been deemed a monopoly with Apple selling 70+ percent of digital music players, then I doubt the App Store will be deemed a monopoly for a market where Apple has never been — and, according to market share trends, may never be — the top-selling smartphone maker, let alone own a majority of the market, let alone own more than a single-digit sliver of the phone market as a whole. As for ruthless profiteering, consider that Amazon, with their e-book publishing, originally took the fat end of a 70-30 revenue split with authors.
One question I’ve been asked by several DF readers who object to Apple’s new in-app subscription and purchasing policies goes like this: What if Microsoft did this with Windows, and, say, tried to require Apple to pay them 30 percent for every purchase made through iTunes on Windows? To that, I say: good luck with that. Microsoft couldn’t make such a change by fiat. The whole premise of Windows (and other personal computer systems) is that it is open to third-party software. Apple couldn’t just flip a switch and make Mac OS X a controlled app console system like iOS — they had to introduce the Mac App Store as an alternative to traditional software installation. If Microsoft introduced something similar to the Mac App Store for Windows, Apple would simply eschew it. If Microsoft were to mandate an iOS App Store-like total control policy for all Windows software, they’d have a revolt in their user base that would make Vista look like a success.
iOS isn’t and never was an open computer system. It’s a closed, controlled console system — more akin to Playstation or Wii or Xbox than to Mac OS X or Windows. It is, in Apple’s view, a privilege to have a native iOS app.
This is what galls some: Apple is doing this because they can, and no other company is in a position to do it. This is not a fear that in-app subscriptions will fail because Apple’s 30 percent slice is too high, but rather that in-app subscriptions will succeed despite Apple’s (in their minds) egregious profiteering. I.e. that charging what the market will bear is somehow unscrupulous. To the charge that Apple Inc. is a for-profit corporation run by staunch capitalists, I say, “Duh”.
If it works, Apple’s 30-percent take of in-app subscriptions will prove as objectionable in the long run as the App Store itself: not very.
Surface Encounters
Surface Encounters
Recognizing Women's History Month, New Deal 2.0 tells the surprising story of how women became citizens -- and how their economic lives have evolved along with their rights. Allida Black urges action on UN Resolution 1325, which ensures equal citizenship for women across the globe.
The monumental elections of Presidents Ellen Johnson Sirleaf (Liberia), Roza Otunbayeva (Krygyzstan), Dilma Rousseff (Brazil), and Prime Minister Julia Gillard (Australia) and the game-changing appointments of Dr. Michelle Bachelet as Under-Secretary General of the United Nations and Executive Director of UNWomen and Hillary Clinton as Secretary of State proved that women can govern, run preeminent human rights organizations, set international policy, and place women at the center of diplomacy, development, and peace.
But the question remains -- if women can be president, why can't they be citizens? Article 1 of the Universal Declaration of Human Rights declares, "All human beings are born free and equal in dignity and in rights." Yet it took another twenty years after its signing to get the international conventions on political and civil rights and on economic, social and cultural rights -- and, in the United States, another twenty plus years for Congress to adopt legislation ensuring women's political and economic rights. It took another thirteen years for the United Nations to ratify (without the support of the United States) the Convention to End All Forms of Discrimination against Women. And in 2011, the US House of Representatives and other foreign governing bodies still toy with legislation essential to women's identities, ranging from limiting access to reproductive health services and marriage to crafting sentencing guidelines that treat girls and women as felons and charges those that have abducted and abused them with misdemeanors.
In a 1946 column, written before she joined the UN Commission on Human Rights, Eleanor Roosevelt urged women to "call on the Governments of the world to encourage women everywhere to take a more conscious part in national and international affairs, and on women to come forward and share in the work of peace and reconstruction as they did in the war and resistance." More than fifty years later, at the dawn of a new century, the UN Security Council -- pressured by a well-organized international women's lobby, Hillary Clinton, and other stateswomen and embarrassed by the rampant use of rape and genital dismemberment as tools of war -- adopted Resolution 1325. It urged "Member States to ensure increased representation of women at all decision-making levels in national, regional and international institutions and mechanisms for the prevention, management, and resolution of conflict."
Now ten years later, the campaign -- indeed the struggle -- to enforce this resolution rages across the United States as much as it does across Egypt or the Congo or Afghanistan.
It is tempting to construct this resolution narrowly -- to see it as a tool of armistice rather than reconstruction, as a vehicle to protect women rather than empower them. To do so, to paraphrase Albus Dumbledore, would be to do what is easy rather than what is right.
UN1325 is on the front line in the campaign for women's citizenship. It is a battle to ensure that economic, social and cultural rights cannot be divorced from, or considered separately from, political and civil rights. It is the struggle to reclaim democracy promotion away from post-Cold War politics, self-interested development and the campaign against terror and place it at the heart of citizen participation.
Just as important, it is a campaign to ensure women's rights as citizens as much as it is a campaign to force governments to act responsibly to all its citizens. While equality and human dignity have no sex, policy designed without taking stock of gender differences often perpetuates discrimination.
As Eleanor Roosevelt would say, both citizens and governments must "recognize that the goal of full participation in the life and responsibilities of their countries and of the world community is a common objective" and one "which the women of the world should assist one another" in achieving.
This post originally appeared on New Deal 2.0.
What is your social media brand? Do you have one? Sure, many small business owners and entrepreneurs are coming around to the enormous importance of social media as a marketing, customer service, and, yes, even sales tool. But if you haven’t thought about how social media can define your brand, you are probably missing a HUGE part of what social media tools can do for your business. Here’s more…
Tools & Techniques
Creating a great brand with these blog tools. Tools that improve the look and functionality of your blog also improve your brand. A well-maintained small business blog is one of the most obvious and least expensive branding tools at the entrepreneur’s disposal even more so than social media channels like Facebook and Twitter because of how a blog can be customized to fit your needs and personality. This list of tools is a great way to start. EpicLaunch
What Nicole “Snooki” Polizzi can teach you about social media. One of the stars of the hit reality show “Jersey Shore”, “Snooki” is a perfect example of personal brand, but social media entrepreneurs could also learn much about building their own online presence from Snooki. Being yourself and using a simple, short tag to indelibly brand your identity are also great techniques in social media. One site is already trying to apply the starlets techniques in the social media space. Brand-Yourself
Tito Philips doesn’t want your comments on his blog! At least, not if they’re the wrong kind. And the wrong kind would be comments left for no other purpose than to get the blogger and his/her readers to visit your blog and perhaps comment on it in return. Why is comment trading bad? Don’t get Tito started! There are many ways to engage in social media marketing. Be sure you understand and respect some of the attitudes you may face. Blogging Bookshelf
News & Trends
The best of the best. Want to get a look at arguably the 20 best Facebook fan pages for business on the planet? By now you should know the value of a Facebook fan page to your branding efforts. What’s also true, however, is that not all Facebook sites are created equal. If you want to take your social media marketing to the next level, have a look at this list of cream of the crop sites. Inc.com
Even churches use social media marketing! In this article on the growing market for tech services among religious organizations, we learn that many churches have also already entered into the social media space. As houses of worship, particularly huge mega-churches, expand and build congregations, it’s easy to see how social media can work as a marketing tool here as well. Is your religious organization using social media for branding? WSJ
Tips & Tricks
20 tips that will make you a Twitter star. Among the tools popular in the new digital space is Twitter. The microblogging platform can be used for business or non-business purposes and it can be the key to your small business’s success. Learn how to use Twitter like a pro and you may be surprised at the benefits your small business gains as a result. Global Copywriting
Valuable lessons in social media. Gary Vaynerchuk, author of The Thank You Economy and a successful social media entrepreneur in his own right, has many insights to share with small business leaders seeking a new way to define their brands in an age of social communications. Read some of the takeaways Vaynerchuk shares with those trying to define their businesses with social media. E-Marketing Associates
Success Stories
Doubt the power of FB to create brand for almost anyone? You won’t after you read the story of Princeton English Professor Jeff Nunokawa and “Jeffbook”, a collection of 3,221 brief literary essays on Facebook, that have created an incredible cult status for Nunokawa in the process. His motivation? Not too different from those of most marketers. Nunokawa simply started sharing where he knew his audience already spent lots of their time. The results speak for themselves. Fast Company
Increase exposure with niche social media. Blogger Mavis Nong talks about the importance of niche social media sites including social bookmarking sites as a key method of creating exposure for your online business. Mavis talks about her experience with our sister site BizSugar.com (thanks for the shout out! ) and explains how smaller more focused social sites can sometimes have a surprising impact even larger than the big guys. Attraction Marketing Online
Opportunities
Sponsors wanted for new SugarTone Sweet Business Blogging Contest. Put the power of social media to work for your brand. We’re looking for sponsors to help with a brand new blogging contest involving two of the fastest growing small business communities on the Web, BizSugar.com and Bloggertone.com. Learn more about the contest by reading the full announcement and get in touch today! BizSugar Blog
Surface Encounters
Murder Victim's Parents Sue Facebook Over Crime Scene - AOL <b>News</b>
The family of New York murder victim Caroline Wimmer has filed a civil suit against Facebook and others, including ex-EMT Mark Musarella, who posted a graphic picture of their daughter's body to the social networking website.
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autosport.com - NASCAR <b>News</b>: Raikkonen to compete in NASCAR
Former Formula 1 world champion Kimi Raikkonen will make a surprising move to NASCAR this year, the Finn joining the series with a new team.
Surface Encounters
