AI Content Provenance

AI Content Provenance — independent reviews, comparisons, pricing and step-by-step guides on Aizhi.

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  Clef (app)

  Clef was a San Francisco-based technology company, known for developing a mobile app that created a two-factor authentication for websites. It allowed users to access sites with a single login password management service which stores encrypted passwords in private accounts. It had a standard verification method that requires access to data on the mobile phone to confirm the user's identity. The application required a Wi-Fi or mobile network, and the user could log in by scanning the computer screen with their phone. == History == Clef was founded in 2013 by Mark Hudnall, B. Byrne and Jesse Pollak. It raised $1.6 million in seed funding in November 2014. Clef integrated with many websites and applications, including WordPress. On March 17, 2017, Clef announced they would no longer support the plugin after June 6, 2017; Clef was acquired by Authy, another 2FA service, which later got acquired by Twilio.

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  NYSERNet

  NYSERNet, Inc. (New York State Education and Research Network), is a non-profit Internet service provider in New York State. It mainly provides Internet access to universities, colleges, museums, health care facilities, primary and secondary schools, and research institutions. == History == NYSERNet was founded in 1986 in Troy, New York. Its founders compared NYSERNet's network with the Erie Canal and considered it the next step in two centuries to draw the country together. NYSERNet's network reaches from Buffalo to New York City. Completed in 1987, it was the first statewide regional IP network in the United States.[1] Initial speed of 56 kbps was upgraded to T1 in 1989 and T3 in 1994. It was the original assignee of AS174 according to RFC1117. This ASN is used today by Cogent Communications for their global network.

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  Social media optimization

  Social media optimization (SMO) is the use of online platforms to generate income or publicity to increase the awareness of a brand, event, product or service. Types of social media involved include RSS feeds, blogging sites, social bookmarking sites, social news websites, video sharing websites such as YouTube and social networking sites such as Facebook, Instagram, TikTok and X (Twitter). SMO is similar to search engine optimization (SEO) in that the goal is to drive web traffic, and draw attention to a company or creator. SMO's focal point is on gaining organic links to social media content. In contrast, SEO's core is about reaching the top of the search engine hierarchy. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO is used to strategically create online content ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website. Users share this content, via its weblink, with social media contacts and friends. Common examples of social media engagement are "liking and commenting on posts, retweeting, embedding, sharing, and promoting content". Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, an SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results. In the 2010s, with social media sites overtaking TV as a source for news for young people, news organizations have become increasingly reliant on social media platforms for generating web traffic. Publishers such as The Economist employ large social media teams to optimize their online posts and maximize traffic, while other major publishers now use advanced artificial intelligence (AI) technology to generate higher volumes of web traffic. == Relationship with search engine optimization == Social media optimization is an increasingly important factor in search engine optimization, which is the process of designing a website in a way so that it has as high a ranking as possible on search engines. Search engines are increasingly utilizing the recommendations of users of social networks such as Reddit, Facebook, Tumblr, Twitter, YouTube, LinkedIn, Pinterest and Instagram to rank pages in the search engine result pages. The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly ranked websites in search engine results pages. Furthermore, since it is more difficult to tip the scales or influence the search engines in this way, search engines are putting more stock into social search. This, coupled with increasingly personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization. Due to personalized search results, location-based social media presences on websites such as Yelp, Google Places, Foursquare, and Yahoo! Local have become increasingly important. While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving web traffic from sources other than search engines, though improved search engine ranking is also a benefit of successful social media optimization. Further, SMO is helpful to target particular geographic regions in order to target and reach potential customers. This helps in lead generation (finding new customers) and contributes to high conversion rates (i.e., converting previously uninterested individuals into people who are interested in a brand or organization). == Relationship with viral marketing == Social media optimization is in many ways connected to the technique of viral marketing or "viral seeding" where word of mouth is created through the use of networking in social bookmarking, video and photo sharing websites. An effective SMO campaign can harness the power of viral marketing; for example, 80% of activity on Pinterest is generated through "repinning." Furthermore, by following social trends and utilizing alternative social networks, websites can retain existing followers while also attracting new ones. This allows businesses to build an online following and presence, all linking back to the company's website for increased traffic. For example, with an effective social bookmarking campaign, not only can website traffic be increased, but a site's rankings can also be increased. In a similar way, the engagement with blogs creates a similar result by sharing content through the use of RSS in the blogosphere. Social media optimization is considered an integral part of an online reputation management (ORM) or search engine reputation management (SERM) strategy for organizations or individuals who care about their online presence. SMO is one of six key influencers that affect Social Commerce Construct (SCC). Online activities such as consumers' evaluations and advices on products and services constitute part of what creates a Social Commerce Construct (SCC). Social media optimization is not limited to marketing and brand building. Increasingly, smart businesses are integrating social media participation as part of their knowledge management strategy (i.e., product/service development, recruiting, employee engagement and turnover, brand building, customer satisfaction and relations, business development and more). Additionally, social media optimization can be implemented to foster a community of the associated site, allowing for a healthy business-to-consumer (B2C) relationship. == Origins and implementation == According to technologist Danny Sullivan, the term "social media optimization" was first used and described by marketer Rohit Bhargava on his marketing blog in August 2006. In the same post, Bhargava established the five important rules of social media optimization. Bhargava believed that by following his rules, anyone could influence the levels of traffic and engagement on their site, increase popularity, and ensure that it ranks highly in search engine results. An additional 11 SMO rules have since been added to the list by other marketing contributors. The 16 rules of SMO, according to one source, are as follows: Increase your linkability Make tagging and bookmarking easy Reward inbound links Help your content to "travel" via sharing Encourage the mashup, where users are allowed to remix content Be a user resource, even if it doesn't help you (e.g., provide resources and information for users) Reward helpful and valuable users Participate (join the online conversation) Know how to target your audience Create new, quality content ("web scraping" of existing online content is ignored by good search engines) Be "real" in the tone and style of the posts Don't forget your roots; be humble Don't be afraid to experiment, innovate, try new things and "stay fresh" Develop an SMO strategy Choose your SMO tactics wisely Make SMO a key part of your marketing process and develop company best practices Bhargava's initial five rules were more specifically designed to SMO, while the list is now much broader and addresses everything that can be done across different social media platforms. According to author and CEO of TopRank Online Marketing, Lee Odden, a Social Media Strategy is also necessary to ensure optimization. This is a similar concept to Bhargava's list of rules for SMO. The Social Media Strategy may consider: Objectives e.g. creating brand awareness and using social media for external communications. Listening e.g. monitoring conversations relating to customers and business objectives. Audience e.g. finding out who the customers are, what they do, who they are influenced by, and what they frequently talk about. It is important to work out what customers want in exchange for their online engagement and attention. Participation and content e.g. establishing a presence and community online and engaging with users by sharing useful and interesting information. Measurement e.g. keeping a record of likes and comments on posts, and the number of sales to monitor growth and determine which tactics are most useful in optimizing social media. According to Lon Safko and David K. Brake in The Social Media Bible, it is also important to act like a publisher by maintaining an effective organizational strategy, to have an original concept and unique "edge" that differentiates one's approach from competitors, and to experiment with new ideas if things do not work the first time. If a business is blog-based, an effective method of SMO is using widgets that allow users to share content to their personal social media platforms. This will ultimately reach a wider target audience and drive mor

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  Instagram face

  Instagram face is a beauty standard based on the filters and influencers popular on Instagram. == Overview == An "Instagram face" has catlike eyes, long lashes, a small nose, high cheekbones, full lips, and a blank expression. Digital filters manipulate photographs and video to create an idealized image that, according to critics, has resulted in an unrealistic and homogeneous beauty standard. According to Jia Tolentino, the face is "distinctly white but ambiguously ethnic". The face has been described as a racial composite of different peoples. In 2024, cosmetic surgeon Paul Banwell said, "People used to come to see me asking to look like a particular celebrity, but many patients come to me now wanting to look like the filtered version of themselves." While based on digital filters, the look is achieved in person using heavy applications of makeup or cosmetic surgery. Plastic surgery, Botox injections, and injectable filler have significantly increased in popularity since the rise of digital filters. Influencers market makeup products designed to recreate the look. == History == The growth of reality television series and social media throughout the 2010s has influenced the popularity of Instagram face. In 2019, The New Yorker referred to this phenomenon as "Instagram Face," identifying Kim Kardashian as its "patient zero." Similarly, her younger sister Kylie Jenner significantly impacted the trend with her 2015 lip filler confession, which acted as a catalyst, introducing Juvéderm to a new generation. Sirin Kale of Vice News has described Jenner as "at the vanguard of an aesthetic that’s swept through British towns and cities," while also pointing towards other celebrities such as Iggy Azalea and Farrah Abraham. In 2018, Americans underwent 7 million neurotoxin injections and 2.5 million filler injections and spent $16.5 billion on cosmetic surgery. 92% of the latter was performed on women. Botox usage has also been on the rise. == Criticism == In her 2021 book The Selfie, Temporality, and Contemporary Photography, Claire Raymond of Princeton University criticised "Instagram faces" for erasing "heritable quirks and lived history; it erases what makes the human face so compelling, whether conventionally beautiful or not," while also arguing that the procedures used to create Instagram faces "numb and freeze the face and skin, rendering less mobile the lips, the eyes, and the neck. Numbness is the central feature of the experience for the woman who gets Instagram face through cosmetic procedures. Others may see her more, but she feels less and less." == Influence on popular culture == The increasing popularity of cosmetic surgeries towards a homogeneous ideal has resulted in the emergence of the "goopcore" sub-genre of body horror. The sub-genre combines graphic violence with body modifications from the beauty industry. Allie Rowbottom's goopcore novel Aesthetica centers around an influencer attempting to undo years of plastic surgery with a new experimental procedure.

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  Opponent process

  The opponent process is a hypothesis of color vision that states that the human visual system interprets information about color by processing signals from the three types of photoreceptor cells in an antagonistic manner. The three types of cones are called L, M, and S. The names stand for "Long wavelength sensitive,” "middle wavelength sensitive," and "short wavelength sensitive." The opponent-process theory implicates three opponent channels: L versus M, S versus (L+M), and a luminance channel (+ versus -). These cone-opponent mechanisms were at one time thought to be the neural substrate for a psychological theory called Hering's Opponent Colors Theory, which calls for three psychologically important opponent color processes: red versus green, blue versus yellow, and black versus white (luminance). The Opponent Colors Theory is named for the German physiologist Ewald Hering who proposed the idea in the late 19th century. However, it has been argued that Hering’s Opponent Colors Theory lacks adequate phenomenological and empirical support, and may not be a necessary feature of normal human color experience. Correspondingly, considerable physiological and behavioral evidence proves that the physiological cone opponent mechanisms do not constitute the neurobiological basis for Hering's Opponent Colors Theory. == Color theory == === Complementary colors === When staring at a bright color for a while (e.g. red), then looking away at a white field, an afterimage is perceived, such that the original color will evoke its complementary color (cyan, in the case of red input). When complementary colors are combined or mixed, they "cancel each other out" and become neutral (white or gray). That is, complementary colors are never perceived as a mixture; there is no "greenish red" or "yellowish blue", despite claims to the contrary. The strongest color contrast that a color can have is its complementary color. Complementary colors may also be called "opposite colors" and they were originally considered the primary evidence in support of Hering's Opponent Colors Theory. There are two fatal problems with this evidence. First, the complement of red is not green, as called for by Hering's theory; it is bluish-green. And second, there exists a complementary color for every color, so there is nothing special about the set of complementary pairs picked out by Hering's theory. === Unique hues === The colors that define the extremes for each opponent channel are called unique hues, as opposed to composite (mixed) hues. Ewald Hering first defined the unique hues as red, green, blue, and yellow, and based them on the concept that these colors could not be simultaneously perceived. For example, a color cannot appear both red and green. These definitions have been experimentally refined and are represented today by average hue angles of 353° (carmine red), 128° (cobalt green), 228° (cobalt blue), 58° (yellow). The unique hues are a defining feature of many psychological color spaces, but there is substantial evidence showing that the unique hues are not hard wired in the nervous system, contrary to the stipulations of Hering's Opponent Colors Theory. Unique hues can differ between individuals and are often used in psychophysical research to measure variations in color perception due to color-vision deficiencies or color adaptation. While there is considerable inter-subject variability when defining unique hues experimentally, an individual's unique hues are very consistent, to within a few nanometers of wavelength. == Physiological basis == === Relation to LMS color space === The trichromatic theory is in conflict with Hering's Opponent Colors Theory, although it is compatible with a physiological opponent process that compares the outputs of the different classes of cone types. The poles of these cone opponent mechanisms do not correspond to the unique hues of Hering's Opponent Colors Theory and unlike the unique hues, have no privilege in color perception. Most humans have three different cone cells in their retinas that facilitate trichromatic color vision. Colors are determined by the proportional excitation of these three cone types, i.e. their quantum catch. The levels of excitation of each cone type are the parameters that define LMS color space. To calculate the opponent process tristimulus values from the LMS color space, the cone excitations must be compared: The luminous (achromatic) opponent channel is a weighted sum of all three cone cells (plus the rod cells in some conditions). The red–green opponent channel is equal to the difference of the L- and M-cones. The blue–yellow opponent channel is equal to the difference of the S-cone and the average/weighted sum of the L- and M-cones. Most mammals have no L cone (the primate L cone arose from a gene duplication of the M cone opsin gene). These mammals still show two kinds of opponent channels in their retinal ganglion cells: the achromatic channel and the blue-yellow opponency channel. === Cone opponent mechanisms are encoded in the retina === The output of different types of cones are compared by cells in the retina including retina bipolar cells (which compare signals from L and M cones) and bistratified retinal ganglion cells (which compare S cone signals with L and M cone signals). The output of bipolar cells is relayed to the visual cortex by the retinal ganglion cells (RGCs) by way of a thalamic relay station called the lateral geniculate nucleus (LGN) of the thalamus. Much of the scientific knowledge of retinal ganglion cell physiology was obtained by neural recordings of cells in the LGN. The cone-opponent mechanisms in the retina and LGN represent a fundamental physiological opponent process but do not represent the unique hues (or Hering's Opponent Colors Theory). For example, the colors that best elicit responses of the bistratified S-(L+M)-opponent neurons are best described as purplish (or lavender) and lime-green, not "blue" and "yellow". The neurons are sometimes referred to as "blue–yellow" neurons, but this is a historical artifact dating to the time when it was thought that Hering's Opponent Colors Theory was hardwired by the retina and the mismatch between the colors to which they are optimally tuned and Hering's Opponent Colors was overlooked. Cone opponent mechanisms exist in the retinas of many mammals, including monkeys, mice, and cats. In primates, the LGN contains three major classes of layers: Magnocellular layers (M, large-cell) – responsible largely for the luminance channel Parvocellular layers (P, small-cell) – responsible largely for red–green opponency Koniocellular layers (K) – responsible largely for blue–yellow opponency, poor spatial resolution, long latency Other mammals such as cats also have three cell types denoted as X (magno), Y (parvo), and W (konio). The W type is beyond most doubt homologous to the primate K type. There are some subtle differences between the M and X types as well as the Y and P types to make the correspondence unclear. === Advantage === Transmitting information in opponent-channel color space could be advantageous over transmitting it in LMS color space ("raw" signals from each cone type). There is some overlap in the wavelengths of light to which the three types of cones (L for long-wave, M for medium-wave, and S for short-wave light) respond, so it is more efficient for the visual system (from a perspective of dynamic range) to record differences between the responses of cones, rather than each type of cone's individual response. Hurvich and Jameson argued that the use of opponent-channel color space would increase color contrast, making the information easier to process by later stages of vision. === Color blindness === Color blindness can be classified by the cone cell that is affected (protan, deutan, tritan) or by the opponent channel that is affected (red–green or blue–yellow). In either case, the channel can either be inactive (in the case of dichromacy) or have a lower dynamic range (in the case of anomalous trichromacy). For example, individuals with deuteranopia see little difference between the red and green unique hues. == History == Johann Wolfgang von Goethe first studied the physiological effect of opposed colors in his Theory of Colours in 1810. Goethe arranged his color wheel symmetrically "for the colours diametrically opposed to each other in this diagram are those which reciprocally evoke each other in the eye. Thus, yellow demands purple; orange, blue; red, green; and vice versa: Thus again all intermediate gradations reciprocally evoke each other." Ewald Hering proposed opponent color theory in 1892. He thought that the colors red, yellow, green, and blue are special in that any other color can be described as a mix of them, and that they exist in opposite pairs. That is, either red or green is perceived and never greenish-red: Even though yellow is a mixture of red and green in the RGB color theory, humans

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  List of cryptosystems

  A cryptosystem is a set of cryptographic algorithms that map ciphertexts and plaintexts to each other. == Private-key cryptosystems == Private-key cryptosystems use the same key for encryption and decryption. Caesar cipher Substitution cipher Enigma machine Data Encryption Standard Twofish Serpent Camellia Salsa20 ChaCha20 Blowfish CAST5 Kuznyechik RC4 3DES Skipjack Safer IDEA Advanced Encryption Standard, also known as AES and Rijndael. == Public-key cryptosystems == Public-key cryptosystems use a public key for encryption and a private key for decryption. Diffie–Hellman key exchange RSA encryption Rabin cryptosystem Schnorr signature ElGamal encryption Elliptic-curve cryptography Lattice-based cryptography McEliece cryptosystem Multivariate cryptography Isogeny-based cryptography

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  Out-of-band control

  Out-of-band control is a method used by network protocols for sending control information (commands, logins, or session signals) separately from the main data, improving reliability and preventing interference. File Transfer Protocol (FTP) employs an out-of-band approach, using one connection for control commands, like logging in or requesting files, and a separate connection for transferring the files themselves.

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  Data deduplication

  In computing, data deduplication is a technique for eliminating duplicate copies of repeating data. Successful implementation of the technique can improve storage utilization, which may in turn lower capital expenditure by reducing the overall amount of storage media required to meet storage capacity needs. It can also be applied to network data transfers to reduce the number of bytes that must be sent. The deduplication process requires comparison of data 'chunks' (also known as 'byte patterns') which are unique, contiguous blocks of data. These chunks are identified and stored during a process of analysis, and compared to other chunks within existing data. Whenever a match occurs, the redundant chunk is replaced with a small reference that points to the stored chunk. Given that the same byte pattern may occur dozens, hundreds, or even thousands of times (the match frequency is dependent on the chunk size), the amount of data that must be stored or transferred can be greatly reduced. A related technique is single-instance (data) storage, which replaces multiple copies of content at the whole-file level with a single shared copy. While possible to combine this with other forms of data compression and deduplication, it is distinct from newer approaches to data deduplication (which can operate at the segment or sub-block level). Deduplication is different from data compression algorithms, such as LZ77 and LZ78. Whereas compression algorithms identify redundant data inside individual files and encodes this redundant data more efficiently, the intent of deduplication is to inspect large volumes of data and identify large sections – such as entire files or large sections of files – that are identical, and replace them with a shared copy. == Functioning principle == For example, a typical email system might contain 100 instances of the same 1 MB (megabyte) file attachment. Each time the email platform is backed up, all 100 instances of the attachment are saved, requiring 100 MB storage space. With data deduplication, only one instance of the attachment is actually stored; the subsequent instances are referenced back to the saved copy for deduplication ratio of roughly 100 to 1. Deduplication is often paired with data compression for additional storage saving: Deduplication is first used to eliminate large chunks of repetitive data, and compression is then used to efficiently encode each of the stored chunks. In computer code, deduplication is done by, for example, storing information in variables so that they don't have to be written out individually but can be changed all at once at a central referenced location. Examples are CSS classes and named references in MediaWiki. == Benefits == Storage-based data deduplication reduces the amount of storage needed for a given set of files. It is most effective in applications where many copies of very similar or even identical data are stored on a single disk. In the case of data backups, which routinely are performed to protect against data loss, most data in a given backup remain unchanged from the previous backup. Common backup systems try to exploit this by omitting (or hard linking) files that haven't changed or storing differences between files. Neither approach captures all redundancies, however. Hard-linking does not help with large files that have only changed in small ways, such as an email database; differences only find redundancies in adjacent versions of a single file (consider a section that was deleted and later added in again, or a logo image included in many documents). In-line network data deduplication is used to reduce the number of bytes that must be transferred between endpoints, which can reduce the amount of bandwidth required. See WAN optimization for more information. Virtual servers and virtual desktops benefit from deduplication because it allows nominally separate system files for each virtual machine to be coalesced into a single storage space. At the same time, if a given virtual machine customizes a file, deduplication will not change the files on the other virtual machines—something that alternatives like hard links or shared disks do not offer. Backing up or making duplicate copies of virtual environments is similarly improved. == Classification == === Post-process versus in-line deduplication === Deduplication may occur "in-line", as data is flowing, or "post-process" after it has been written. With post-process deduplication, new data is first stored on the storage device and then a process at a later time will analyze the data looking for duplication. The benefit is that there is no need to wait for the hash calculations and lookup to be completed before storing the data, thereby ensuring that store performance is not degraded. Implementations offering policy-based operation can give users the ability to defer optimization on "active" files, or to process files based on type and location. One potential drawback is that duplicate data may be unnecessarily stored for a short time, which can be problematic if the system is nearing full capacity. Alternatively, deduplication hash calculations can be done in-line: synchronized as data enters the target device. If the storage system identifies a block which it has already stored, only a reference to the existing block is stored, rather than the whole new block. The advantage of in-line deduplication over post-process deduplication is that it requires less storage and network traffic, since duplicate data is never stored or transferred. On the negative side, hash calculations may be computationally expensive, thereby reducing the storage throughput. However, certain vendors with in-line deduplication have demonstrated equipment which performs in-line deduplication at high rates. Post-process and in-line deduplication methods are often heavily debated. === Data formats === The SNIA Dictionary identifies two methods: Content-agnostic data deduplication – a data deduplication method that does not require awareness of specific application data formats. Content-aware data deduplication – a data deduplication method that leverages knowledge of specific application data formats. === Source versus target deduplication === Another way to classify data deduplication methods is according to where they occur. Deduplication occurring close to where data is created, is referred to as "source deduplication". When it occurs near where the data is stored, it is called "target deduplication". Source deduplication ensures that data on the data source is deduplicated. This generally takes place directly within a file system. The file system will periodically scan new files creating hashes and compare them to hashes of existing files. When files with same hashes are found then the file copy is removed and the new file points to the old file. Unlike hard links however, duplicated files are considered to be separate entities and if one of the duplicated files is later modified, then using a system called copy-on-write a copy of that changed file or block is created. The deduplication process is transparent to the users and backup applications. Backing up a deduplicated file system will often cause duplication to occur resulting in the backups being bigger than the source data. Source deduplication can be declared explicitly for copying operations, as no calculation is needed to know that the copied data is in need of deduplication. This leads to a new form of link on file systems, called a reference-counted link, or reflink, in some systems (e.g. Linux), or a cloned file on macOS, where one or more inodes (file information entries) are made to share some or all of their data. It is named analogously to hard links, which work at the inode level, and symbolic links, which work at the filename level.The individual entries have a copy-on-write behavior that is non-aliasing, i.e. changing one copy afterwards will not affect other copies. Microsoft's ReFS also supports this operation. Target deduplication is the process of removing duplicates when the data was not generated at that location. Example of this would be a server connected to a SAN/NAS, The SAN/NAS would be a target for the server (target deduplication). The server is not aware of any deduplication, the server is also the point of data generation. A second example would be backup. Generally this will be a backup store such as a data repository or a virtual tape library. === Deduplication methods === One of the most common forms of data deduplication implementations works by comparing chunks of data to detect duplicates. For that to happen, each chunk of data is assigned an identification, calculated by the software, typically using cryptographic hash functions. In many implementations, the assumption is made that if the identification is identical, the data is identical, even though this cannot be true in all cases due to the pigeonhole principle; other implementations do not as

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  Biometric device

  A biometric device is a security identification and authentication device. Such devices use automated methods of verifying or recognising the identity of a living person based on a physiological or behavioral characteristic. These characteristics include fingerprints, facial images, iris and voice recognition. == History == Biometric devices have been in use for thousands of years. Non-automated biometric devices have been in use since 500 BC, when ancient Babylonians would sign their business transactions by pressing their fingertips into clay tablets. Automation in biometric devices was first seen in the 1960s. The Federal Bureau of Investigation (FBI) in the 1960s, introduced the Indentimat, which started checking for fingerprints to maintain criminal records. The first systems measured the shape of the hand and the length of the fingers. Although discontinued in the 1980s, the system set a precedent for future Biometric Devices. == Subgroups == The characteristic of the human body is used to access information by the users. According to these characteristics, the sub-divided groups are Chemical biometric devices: Analyses the segments of the DNA to grant access to the users. Visual biometric devices: Analyses the visual features of the humans to grant access which includes iris recognition, face recognition, Finger recognition, and Retina Recognition. Behavioral biometric devices: Analyses the Walking Ability and Signatures (velocity of sign, width of sign, pressure of sign) distinct to every human. Olfactory biometric devices: Analyses the odor to distinguish between varied users. Auditory biometric devices: Analyses the voice to determine the identity of a speaker for accessing control. == Uses == === Workplace === Biometrics are being used to establish better and accessible records of the hour's employee's work. With the increase in "Buddy Punching" (a case where employees clocked out coworkers and fraudulently inflated their work hours) employers have looked towards new technology like fingerprint recognition to reduce such fraud. Additionally, employers are also faced with the task of proper collection of data such as entry and exit times. Biometric devices make for largely fool proof and reliable ways of enabling to collect data as employees have to be present to enter biometric details which are unique to them. === Immigration === As the demand for air travel grows and more people travel, modern-day airports have to implement technology in such a way that there are no long queues. Biometrics are being implemented in more and more airports as they enable quick recognition of passengers and hence lead to lower volume of people standing in queues. One such example is of the Dubai International Airport which plans to make immigration counters a relic of the past as they implement IRIS on the move technology (IOM) which should help the seamless departures and arrivals of passengers at the airport. === Handheld and personal devices === Fingerprint sensors can be found on mobile devices. The fingerprint sensor is used to unlock the device and authorize actions, like money and file transfers, for example. It can be used to prevent a device from being used by an unauthorized person. It is also used in attendance in number of colleges and universities. == Present day biometric devices == === Personal signature verification systems === This is one of the most highly recognised and acceptable biometrics in corporate surroundings. This verification has been taken one step further by capturing the signature while taking into account many parameters revolving around this like the pressure applied while signing, the speed of the hand movement and the angle made between the surface and the pen used to make the signature. This system also has the ability to learn from users as signature styles vary for the same user. Hence by taking a sample of data, this system is able to increase its own accuracy. === Iris recognition system === Iris recognition involves the device scanning the pupil of the subject and then cross referencing that to data stored on the database. It is one of the most secure forms of authentication, as while fingerprints can be left behind on surfaces, iris prints are extremely hard to be stolen. Iris recognition is widely applied by organisations dealing with the masses, one being the Aadhaar identification system issued by the Government of India to keep records of its population. The reason for this is that iris recognition makes use of iris prints of humans, which change little over the course of one's lifetime. == Problems with present day biometric devices == === Biometric spoofing === Biometric spoofing is a method of fooling a biometric identification management system, where a counterfeit mold is presented in front of the biometric scanner. This counterfeit mold emulates the unique biometric attributes of an individual so as to confuse the system between the artifact and the real biological target and gain access to sensitive data/materials. One such high-profile case of Biometric spoofing came to the limelight when it was found that German Defence Minister, Ursula von der Leyen's fingerprint had been successfully replicated by Chaos Computer Club. The group used high quality camera lenses and shot images from 6 feet away. They used a professional finger software and mapped the contours of the Ministers thumbprint. Although progress has been made to stop spoofing. Using the principle of pulse oximetry — the liveliness of the test subject is taken into account by measure of blood oxygenation and the heart rate. This reduces attacks like the ones mentioned above, although these methods aren't commercially applicable as costs of implementation are high. This reduces their real world application and hence makes biometrics insecure until these methods are commercially viable. === Accuracy === Accuracy is a major issue with biometric recognition. Passwords are still extremely popular, because a password is static in nature, while biometric data can be subject to change (such as one's voice becoming heavier due to puberty, or an accident to the face, which could lead to improper reading of facial scan data). When testing voice recognition as a substitute to PIN-based systems, Barclays reported that their voice recognition system is 95 percent accurate. This statistic means that many of its customers' voices might still not be recognised even when correct. This uncertainty revolving around the system could lead to slower adoption of biometric devices, continuing the reliance of traditional password-based methods. == Benefits of biometric devices over traditional methods of authentication == Biometric data cannot be lent and hacking of Biometric data is complicated hence it makes it safer to use than traditional methods of authentication like passwords which can be lent and shared. Passwords do not have the ability to judge the user but rely only on the data provided by the user, which can easily be stolen while Biometrics work on the uniqueness of each individual. Passwords can be forgotten and recovering them can take time, whereas Biometric devices rely on biometric data which tends to be unique to a person, hence there is no risk of forgetting the authentication data. A study conducted among Yahoo! users found that at least 1.5 percent of Yahoo users forgot their passwords every month, hence this makes accessing services more lengthy for consumers as the process of recovering passwords is lengthy. These shortcomings make Biometric devices more efficient and reduces effort for the end user. == Future == Researchers are targeting the drawbacks of present-day biometric devices and developing to reduce problems like biometric spoofing and inaccurate intake of data. Technologies which are being developed are- The United States Military Academy are developing an algorithm that allows identification through the ways each individual interacts with their own computers; this algorithm considers unique traits like typing speed, rhythm of writing and common spelling mistakes. This data allows the algorithm to create a unique profile for each user by combining their multiple behavioral and stylometric information. This can be very difficult to replicate collectively. A recent innovation by Kenneth Okereafor and, presented an optimized and secure design of applying biometric liveness detection technique using a trait randomization approach. This novel concept potentially opens up new ways of mitigating biometric spoofing more accurately, and making impostor predictions intractable or very difficult in future biometric devices. A simulation of Kenneth Okereafor's biometric liveness detection algorithm using a 3D multi-biometric framework consisting of 15 liveness parameters from facial print, finger print and iris pattern traits resulted in a system efficiency of the 99.2% over a cardinality of 125 distinct randomization combinat

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  Client-side encryption

  Client-side encryption is the cryptographic technique of encrypting data on the sender's side, before it is transmitted to a server such as a cloud storage service. Client-side encryption features an encryption key that is not available to the service provider, making it difficult or impossible for service providers to decrypt hosted data. Client-side encryption allows for the creation of applications whose providers cannot access the data its users have stored, thus offering a high level of privacy. Applications utilizing client-side encryption are sometimes marketed under the misleading or incorrect term "zero-knowledge", but this is a misnomer, as the term zero-knowledge describes something entirely different in the context of cryptography. == Details == Client-side encryption seeks to eliminate the potential for data to be viewed by service providers (or third parties that compel service providers to deliver access to data), client-side encryption ensures that data and files that are stored in the cloud can only be viewed on the client-side of the exchange. This prevents data loss and the unauthorized disclosure of private or personal files, providing increased peace of mind for its users. Current recommendations by industry professionals as well as academic scholars offer great vocal support for developers to include client-side encryption to protect the confidentiality and integrity of information. === Examples of services that use client-side encryption by default === Tresorit MEGA Cryptee Cryptomator === Examples of services that optionally support client-side encryption === Apple iCloud offers optional client-side encryption when "Advanced Data Protection for iCloud" is enabled. Google Drive, Google Docs, Google Meet, Google Calendar, and Gmail — However, as of Jul 2024, optional client-side encryption features are only available to paid users. === Examples of services that do not support client-side encryption === Dropbox === Examples of client-side encrypted services that no longer exist === SpiderOak Backup

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  CrySyS Lab

  CrySyS Lab (Hungarian pronunciation: [ˈkriːsis]) is part of the Department of Telecommunications at the Budapest University of Technology and Economics. The name is derived from "Laboratory of Cryptography and System Security", the full Hungarian name is CrySys Adat- és Rendszerbiztonság Laboratórium. == History == CrySyS Lab. was founded in 2003 by a group of security researchers at the Budapest University of Technology and Economics. Currently, it is located in the Infopark Budapest. The heads of the lab were Dr. István Vajda (2003–2010) and Dr. Levente Buttyán (2010-now). Since its establishment, the lab participated in several research and industry projects, including successful EU FP6 and FP7 projects (SeVeCom, a UbiSecSens and WSAN4CIP). == Research results == CrySyS Lab is recognized in research for its contribution to the area of security in wireless embedded systems. In this area, the members of the lab produced 5 books 4 book chapters 21 journal papers 47 conference papers 3 patents 2 Internet Draft The above publications had an impact factor of 30+ and obtained more than 7500 references. Several of these publications appeared in highly cited journals (e.g., IEEE Transactions on Dependable and Secure Systems, IEEE Transactions on Mobile Computing). == Forensics analysis of malware incidents == The laboratory was involved in the forensic analysis of several high-profile targeted attacks. In October 2011, CrySyS Lab discovered the Duqu malware; pursued the analysis of the Duqu malware and as a result of the investigation, identified a dropper file with an MS 0-day kernel exploit inside; and finally released a new open-source Duqu Detector Toolkit to detect Duqu traces and running Duqu instances. In May 2012, the malware analysis team at CrySyS Lab participated in an international collaboration aiming at the analysis of an as yet unknown malware, which they call sKyWIper. At the same time Kaspersky Lab analyzed the malware Flame and Iran National CERT (MAHER) the malware Flamer. Later, they turned out to be the same. Other analysis published by CrySyS Lab include the password analysis of the Hungarian ISP, Elender, and a thorough Hungarian security survey of servers after the publications of the Kaminsky DNS attack.

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  CANaerospace

  CANaerospace is a higher layer protocol based on Controller Area Network (CAN) which has been developed by Stock Flight Systems in 1998 for aeronautical applications. == Background == CANaerospace supports airborne systems employing the Line-replaceable unit (LRU) concept to share data across CAN and ensures interoperability between CAN LRUs by defining CAN physical layer characteristics, network layers, communication mechanisms, data types and aeronautical axis systems. CANaerospace is an open source project, was initiated to standardize the interface between CAN LRUs on the system level. CANaerospace is continuously being developed further and has also been published by NASA as the Advanced General Aviation Transport Experiments Databus Standard in 2001. It found widespread use in aeronautical research worldwide. A major research aircraft that employs several CANaerospace networks for real-time computer interconnection is the Stratospheric Observatory for Infrared Astronomy (SOFIA), a Boeing 747SP with a 2.5m astronomic telescope. CANaerospace is also frequently used in flight simulation and connects entire aircraft cockpits (i.e. in Eurofighter Typhoon simulators) to the simulation host computers. In Italy CANaerospace is used as UAV data bus technology. Furthermore, CANaerospace serves as communication network in several general aviation avionics systems. The CANaerospace interface definition closes the gap between the ISO/OSI layer 1 and 2 CAN protocol (which is implemented in the CAN controller itself) and the specific requirements of distributed systems in aircraft. It may be used as a primary or ancillary avionics network and was designed to meet the following requirements: Democratic network: CANaerospace does not require any master/slave relationships between LRUs or a "bus controller", thereby avoiding a potential single source of failure. Every node in the network has the same rights for participation in the bus traffic. Self-identifying message format: Each CANaerospace message contains information about the type of the data and the transmitting node. This allows the data to be unambiguously recognized at each receiving node. Continuous Message Numbering: Each CANaerospace message contains a continuously incremented number which allows coherent processing of messages in the receiving stations. Message Status Code: Each CANaerospace message contains information about the integrity of the data is conveying. This allows receiving stations to evaluate the quality of the received data and to react accordingly. Emergency Event Signaling: CANaerospace defines a mechanism that allows each node to transmit information about exception or error situations. This information can be used by other stations to determine the network health. Node Service Interface: As an enhancement to CAN, CANaerospace provides a means for individual stations on the network to communicate with each other using connection-oriented and connectionless services. Predefined CAN Identifier Assignment: CANaerospace offers a predefined identifier assignment list for normal operation data. In addition to the predefined list, user-defined identifier assignment lists may be used. Ease of Implementation: The amount of code to implement CANaerospace is very little by design in order to minimize the effort for testing and certification of flight safety critical systems. Openness to Extensions: All CANaerospace definitions are extendable to provide flexibility for future enhancements and to allow adaptions to the requirements of specific applications. Free Availability: No cost whatsoever apply for the use of CANaerospace. The specification can be downloaded from the Internet == Physical interface == To ensure interoperability and reliable communication, CANaerospace specifies the electrical characteristics, bus transceiver requirements and data rates with the corresponding tolerances based on ISO 11898. The bit timing calculation (baud rate accuracy, sample point definition) and robustness to electromagnetic interference are given special emphasis. Also addressed are CAN connector, wiring considerations and design guidelines to maximize electromagnetic compatibility. == Communication layers == The Bosch CAN specification itself allows messages being transmitted both periodically and aperiodically but does not cover issues like data representation, node addressing or connection-oriented protocols. CAN is entirely based on Anyone-to-Many (ATM) communication which means that CAN messages are always received by all stations in the network. The advantage of the CAN concept is inherent data consistency between all stations, the drawback is that it does not allow node addressing which is the basis for Peer-to-Peer (PTP) communication. Using CAN networks in aeronautical applications, however, demands a standard targeted to the specific requirements of airborne systems which implies that communication between individual stations in the network must be possible to enable the required degree of system monitoring. Consequently, CANaerospace defines additional ISO/OSI layer 3, 4 and 6 functions to support node addressing and unified ATM/PTP communication mechanisms. PTP communication allows to set up client/server interactions between individual stations in the network either temporarily or permanently. More than one of these interactions may be in effect at any given time and each node may be client for one operation and server for another at the same time. This CANaerospace mechanism is called "Node Service Concept" and allows i.e. to distribute system functions over several stations in the network or to control dynamic system reconfiguration in case of failure. The Node Service concept supports both connection-oriented and connectionless interactions like with TCP/IP and UDP/IP for Ethernet. Enabling both ATM and PTP communication for CAN requires the introduction of independent network layers to isolate the different types of communication. This is realized for CANaerospace by forming CAN identifier groups as shown in Figure 1. The resulting structure creates Logical Communication Channels (LCCs) and assigns a specific communication type (ATM, PTP) to each of the LCCs. User-defined LCCs provide the necessary freedom for designers and allow the implementation of CANaerospace according to the needs of specific applications. Figure 1: Logical Communication Channels for CANaerospace As a side effect, the CAN identifier groups in Figure 1 affect the priority of the message transmission in case of bus arbitration. The communication channels are therefore arranged according to their relative importance: Emergency Event Data Channel (EED): This communication channel is used for messages which require immediate action (i.e. system degradation or reconfiguration) and have to be transmitted with very high priority. Emergency Event Data uses ATM communication exclusively. High/Low Priority Node Service Data Channel (NSH/NSL): These communication channels are used for client/server interactions using PTP communication. The corresponding services may be of the connection-oriented as well as the connectionless type. NSH/NSL may also be used to support test and maintenance functions. Normal Operation Data Channel (NOD): This communication channel is used for the transmission of the data which is generated during normal system operation and described in the CANaerospace identifier assignment list. These messages may be transmitted periodically or aperiodically as well as synchronously or asynchronously. All messages which cannot be assigned to other communication channels shall use this channel. High/Low Priority User-Defined Data Channel (UDH/UDL): This channel is dedicated to communication which cannot, due to their specific characteristics, be assigned other channels without violating the CANaerospace specification. As long as the defined identifier range is used, the message content and the communication type (ATM, PTP) for these channels may be specified by the system designer. To ensure interoperability it is highly recommended that the use of these channels is minimized. Debug Service Data Channel (DSD): This channel is dedicated to messages which are used temporarily for development and test purposes only and are not transmitted during normal operation. As long as the defined identifier range is used, the message content and the communication type (ATM, PTP) for these channels may be specified by the system designer. == Data representation == The majority of the real-time control systems used in aeronautics employ "big endian" processor architectures. This data representation was therefore specified for CANaerospace as well. With big endian data representation, the most significant bit of any datum is arranged leftmost and transmitted first on CANaerospace as shown in Figure 2. Figure 2: "Big Endian" Data Representation for CANaerospace CANaerospace uses a self-identifying message

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  Attensity

  Attensity was an American company that provided social analytics and engagement applications for social customer relationship management (social CRM). Attensity's text analytics software applications extracted facts, relationships and sentiment from unstructured data. == History == Attensity was founded in 2000. An early investor in Attensity was In-Q-Tel, which funds technology to support the missions of the US Government and the broader DOD. InTTENSITY, an independent company that has combined Inxight with Attensity Software (the only joint development project that combines two InQTel funded software packages), was the exclusive distributor and outlet for Attensity in the Federal Market. In 2009, Attensity Corp., then based in Palo Alto, merged with Germany's Empolis and Living-e AG to form Attensity Group. In 2010, Attensity Group acquired Biz360, a provider of social media monitoring and market intelligence solutions. In early 2012, Attensity Group divested itself of the Empolis business unit via a management buyout; that unit currently conducts business under its pre-merger name. Attensity Group was a closely held private company. Its majority shareholder was Aeris Capital, a private Swiss investment office advising a high-net-worth individual and his charitable foundation. Foundation Capital, Granite Ventures, and Scale Venture Partners were among Biz360's investors and thus became shareholders in Attensity Group. In February 2016, Attensity's IP assets were acquired by InContact, and Attensity closed.

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  Viber

  Rakuten Viber, commonly known as Viber, is a cross-platform voice over IP (VoIP) and instant messaging (IM) software application owned by the Japanese technology company Rakuten Group. The service is available as freeware for Android, iOS, Microsoft Windows, macOS and Linux. Users are registered and identified through a mobile phone number, although the service can also be accessed on desktop platforms without mobile connectivity. In addition to instant messaging, the platform allows users to exchange media such as images, videos and files, and provides a paid international calling service called Viber Out. The software was launched in 2010 by the company Viber Media, founded by Talmon Marco and Igor Magazinnik. Rakuten acquired Viber Media in 2014 and later renamed the company Rakuten Viber. The company is headquartered in Cyprus and maintains offices in London, Manila, Paris, San Francisco, Singapore, Tokyo and Beijing. == History == === Founding (2010) === Viber Media was founded in Tel Aviv, Israel, in 2010 by Talmon Marco and Igor Magazinnik. Marco and Magazinnik are also co-founders of the peer-to-peer media and file-sharing client iMesh. The company was run from Israel and was registered in Cyprus. Sani Maroli and Ofer Smocha soon joined the company as well. Marco said Viber allows instant calling and synchronization with contacts because the ID is the user's cell number. In its early days, Viber relied on a patchwork of outsourcing partners from different countries, commissioning specific solutions from external vendors — including teams based in Cyprus and Belarus. According to the company's statements, development of Viber's core functionality historically originated from its Tel Aviv office — a testament to its roots — even though the legal entity was registered elsewhere. === Early monetisation (2011) === In its first two years of availability, Viber did not generate revenues. It began doing so in 2013, via user payments for Viber Out voice calling and the Viber graphical messaging "sticker market". The company was originally funded by individual investors, described by Marco as "friends and family". They invested $20 million in the company, which had 120 employees as of May 2013. On 24 July 2013, Viber's support system was defaced by the Syrian Electronic Army. According to Viber, no sensitive user information was accessed. By the time Rakuten came forward with its acquisition deal in 2014, Viber had already stopped working with external vendors, choosing instead to consolidate development under its own offices. === Rakuten acquires Viber (2014) === On 13 February 2014, Rakuten announced they had acquired Viber Media for $900 million, and since then Viber has been owned by Rakuten, Inc., an e-commerce conglomerate headquartered in Tokyo. The sale of Viber earned the Shabtai family (Benny, his brother Gilad, and Gilad's son Ofer) some $500 million from their 55.2% stake in the company. At that sale price, the founders each realized over 30 times return on their investments. Later that year, the company established a UK presence with the incorporation of Viber UK Limited in London. Djamel Agaoua became Viber Media CEO in February 2017, replacing co-founder Marco who left in 2015. In July 2017 the corporate name of Viber Media was changed to Rakuten Viber and a new wordmark logo was introduced. Its legal name remains Viber Media, S.à r.l. based in Luxembourg. === Post-acquisition === In August 2015 Viber opened a regional office for Central and Eastern Europe in Sofia to support growth in the region. In 2017, Rakuten Viber and the World Wildlife Fund engaged in a commercial transaction aimed at raising awareness and protecting wildlife. After first using Viber to spread its message in June 2020, the International Federation of the Red Cross launched an official chatbot and community on the messaging app to combat the spread of false information, which they termed an infodemic, about COVID-19. The chatbot is still active as of June 2022, with over 1.4 million subscribers. In 2020, Rakuten Viber and the World Health Organization (the WHO) engaged in a commercial transaction for a chatbot to inform users of issues such as women's health. and an anti-smoking campaign. In the wake of the July–August 2020 Belarusian election protests, to avoid sanctions and harassment from monopolies the company closed its office in Minsk. In 2022, Ofir Eyal became Viber CEO, replacing Djamel Agaoua. Eyal is a Viber veteran; he worked as Vice President of Product in 2014 before his promotion to Chief Operating Officer in 2019. Shortly after the appointment of a new CEO, Viber continued its international expansion. In March 2022, Rakuten announced the opening of a development center in Tbilisi, Georgia, intended to support work on mobile applications and technology projects in the region. In July 2022, Rakuten Viber partnered with Rapyd to launch instant cross-border P2P payments. The company launched payments on the Viber app first in Greece and Germany, and then in other countries. In August, Mineski teamed up with Viber to develop a social minigame platform that can play off Viber's application. In May 2022, Rakuten Viber launched the premium chat service Viber Plus that offers exclusive features, including sticker market privileges, ad-free use, priority Viber support, exclusive badge, unique Viber icon, large file sharing, and more. In 2022, Viber joined the European Union’s Code of Conduct on countering illegal hate speech online. As part of this framework, the company undertook to review reported content and remove material identified as hate speech in accordance with the Code and its platform rules. In January 2024 Rakuten (the company behind Viber) established an office in Kyiv to bring together engineering and marketing departments. Alongside launching its Kyiv office the company joined Diia.City as a resident. Subsequently in October 2024 Rakuten Viber inaugurated an office in Manila to broaden its operations, in the Philippines. The company’s legal entity remains Viber Media S.à r.l., registered in Luxembourg. Viber’s engineering work has been carried out across multiple countries and through external partners, including outsourcing and near-shore vendors. As a result, its development operations are distributed internationally rather than concentrated in a single location. In December 2024, Viber was blocked in Russia. Roskomnadzor announced the nationwide blocking of the messaging app due to non-compliance with local legal requirements. == Security audit == On 4 November 2014, Viber scored 1 out of 7 points on the Electronic Frontier Foundation's "Secure Messaging Scorecard". Viber received a point for encryption during transit but lost points because communications were not encrypted with keys that the provider did not have access to (i.e. the communications were not end-to-end encrypted), users could not verify contacts' identities, past messages were not secure if the encryption keys were stolen (i.e. the service did not provide forward secrecy), the code was not open to independent review (i.e. the code was not open-source), the security design was not properly documented, and there had not been a recent independent security audit. On 14 November 2014, the EFF changed Viber's score to 2 out of 7 after it had received an external security audit from Ernst & Young's Advanced Security Centre. On 19 April 2016, with the announcement of Viber version 6.0, Rakuten added end-to-end encryption to their service. The company said that the encryption protocol had only been audited internally, and promised to commission external audits "in the coming weeks". In May 2016, Viber published an overview of their encryption protocol, saying that it is a custom implementation that "uses the same concepts" as the Signal Protocol. In 2022, Rakuten Viber won a Security Award, by test.de, a tech firm based in Germany where there are over 3 million Viber users. In 2024, Rakuten Viber received SOC certification following an audit conducted by Ernst & Young. The certification relates to the company’s controls for data protection and information security. == Market share == As of December 2016, Viber had 800 million registered users. According to Statista, there are 260 million monthly active users as of January 2019. The Viber messenger is very popular in the Philippines, Greece, Eastern Europe, Russia, the Middle East, and some Asian markets. India was the largest market for Viber as of December 2014 with 33 million registered users, the fifth most popular instant messenger in the country. At the same time there were 30 million users in the United States, 28 million in Russia and 18 million in Brazil. Viber is particularly popular in Eastern Europe, being the most downloaded messaging app on Android in Belarus, Moldova and Ukraine as of 2016. It is also popular in Iraq, Libya and Nepal. Viber is translated in 44 languages and used in more than 190 co

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  Viral marketing

  Viral marketing is a business strategy that uses existing social networks to promote a product or service on social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks. The concept is often misused or misunderstood, as people apply it to any successful enough story without taking into account the word "viral". Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution. Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company web page or social media profile) or on social media websites such as YouTube. Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, web page or social media profile. Viral marketing may take the form of video clips, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to. == History == The emergence of "viral marketing", as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses. The field that developed around this notion, memetics, peaked in popularity in the 1990s. As this then began to influence marketing gurus, it took on a life of its own in that new context. The brief career of Australian pop singer Marcus Montana is largely remembered as an early example of viral marketing. In early 1989, thousands of posters declaring "Marcus is Coming" were placed around Sydney, generating discussion and interest within the media and the community about the meaning of the mysterious advertisements. The campaign successfully made Montana's musical debut a talking point, but his subsequent music career was a failure. The term is found in PC User magazine in 1989 with a somewhat differing meaning. It was later used by Jeffrey Rayport in the 1996 Fast Company article "The Virus of Marketing", and Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users. Doug Rushkoff, a media critic, wrote about viral marketing on the Internet in 1996. Bob Gerstley wrote about algorithms designed to identify people with high "social networking potential." Gerstley employed SNP algorithms in quantitative marketing research. In 2004, the concept of the alpha user was coined to indicate that it had now become possible to identify the focal members of any viral campaign, the "hubs" who were most influential. Alpha users could be targeted for advertising purposes most accurately in mobile phone networks, due to their personal nature. In early 2013, the first ever Viral Summit was held in Las Vegas. == Factors == Marketer Jonah Berger defines six key factors that drive virality, organized in an acronym called STEPPS: Social currency – the better something makes people look, the more likely they will be to share it Triggers – things that are "top of mind" are more likely to be "tip of the tongue" Emotion – when people care, they share Public – the easier something is to see, the more likely people are to imitate it Practical value – people share useful information to help others Stories – like a Trojan Horse, stories carry messages and ideas along for the ride. Another important factor that drives virality is the propagativity of the content, referring to the ease with which consumers can redistribute it. == Psychology == To form deeper connections with viewers and increase the chances of virality, many marketers use psychological principles. They argue that this approach is scientific and can foster an environment where the odds of gaining traction are much higher. People find psychological safety and can develop a sense of trust when more people interact with online content. For this reason, marketers work to develop media that resonates with viewers on a deeper, emotional level as this approach frequently results in higher engagement. This level of interaction serves as a sign of approval, reducing the personal risk that is subconsciously linked to associating oneself with a company or brand’s content. Professor Jonah Berger at the University of Pennsylvania's Wharton School of Business affirms that marketing campaigns that trigger psychological responses linked to strong emotions tend to perform better. In particular, Berger found that positive emotions like happiness, joy, and excitement have more successful share rates than their negative counterparts. This outcome results from the human instinct to respond more positively to content with activating emotions, increasing the desire to share content, which contributes to its virality. Viral marketing utilizes the primitive feeling of frisson to increase their view and share counts. This feeling of excitement is considered powerful because of its ability to cause a physical response. From increased heart rates to full body chills, Professor Brent Coker at the University of Melbourne describes that this approach to marketing triggers a primitive response that immerses the viewer in the content on a deeper level. Researchers Juliana Fernandes from the University of Florida and Sigal Segev from the Florida International University also found that people are more inclined to share emotional campaigns over those that are heavily informational. They claim that consumers do not often care to learn about a product’s actual features and benefits. Instead, people prefer to be immersed in experience-based content that creates an emotional impact. Companies and brands can benefit from treating their content in this manner and go viral more frequently than those who do not. Social proof is another psychological phenomenon that impacts viral content. Experts in this field argue that it is a natural instinct to want to behave similarly to others because it results in positive validation. This phenomenon explains the human need to conform, so marketers focus on creating engaging content that encourages interactions and causes a snowball effect. This subconsciously influences people to like, comment, and share if they already see others doing the same. Social proof goes further by providing people with a form of social currency. When individuals interact with and share content, they become associated with the topics at hand. People naturally tend to perceive one another, and this pattern carries over to the digital world. As a result, many people tend to be vigilant about the viral marketing they engage with, since they want to be perceived positively. Companies and brands have the opportunity to develop social currency themselves by aligning with their target audiences and creating marketing campaigns that fit their interests or match their values. == Methods and metrics == According to marketing professors Andreas Kaplan and Michael Haenlein, to make viral marketing work, three basic criteria must be met, i.e., giving the right message to the right messengers in the right environment: Messenger: Three specific types of messengers are required to ensure the transformation of an ordinary message into a viral one: market mavens, social hubs, and salespeople. Market mavens are individuals who are continuously 'on the pulse' of things (information specialists); they are usually among the first to get exposed to the message and who transmit it to their immediate social network. Social hubs are people with an exceptionally large number of social connections; they often know hundreds of different people and have the ability to serve as connectors or bridges between different subcultures. Salespeople might be needed who receive the message from the market maven, amplify it by making it more relevant and persuasive, and then transmit it to the social hub for further distr

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