In previous posts here at Tech Trends we’ve talked a lot about the convergence of the online and offline worlds and how that applies to shopping and the retail sector, where omnichannel marketing is proving the way forward.

A bit part of that is enabling businesses that do depend heavily on having a physical presence to remain competitive. Many of us love shopping in our “mom-and-pop” stores but whether we like to admit it or not, technology has changed our expectations of what a good shopping experience looks and feels like.

Many of us love shopping in our “mom-and-pop” stores but whether we like to admit it or not, technology has changed our expectations of what a good shopping experience looks and feels like
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We want to support local businesses, for sure, but we expect them to cater to our newly found tastes for customized, on-demand, sleekly presented fare. We want to be able to engage with them on social media with compelling video content, and we want them to “look the business” and not like a tired relic from a bygone era.

But all of that costs money, right? Well yes, but not quite as much as you might think. Like with a lot of areas, technology has brought disruption, but also enabled hacks that mean small and medium-sized businesses (SMEs) can achieve dramatic rebranding results with only a fraction of the budget a larger enterprise would spend.

One great weapon in that arsenal is the ability that companies like StickerYou offer to produce customized branding materials which literally enable a business to quickly don a new, fresh skin with no mess and very little in the way of resources.

We want to support local businesses, for sure, but we expect them to cater to our newly found tastes for customized, on-demand, sleekly presented fare
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Companies like StickerYou offer small businesses the ability to produce customized branding materials which enable them to quickly don a new, fresh skin with no mess and very little in the way of resources
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To prove that point, the Canadian company ran a Make It Better contest across North America, inviting small businesses to enter and win a top-of-the-range makeover. Over 700 applicants applied for the prize (which had an estimated value of $10,000) From the 23 finalists, The Knight Butcher was finally crowned the winner, receiving a comprehensive makeover including with window decals, hours signage, floor decals, signs for fridges and freezers and true decals.

The Knight Butcher – a genuine mom-and-pop business owned by husband and wife team Terri and Chad Knight – emerged renewed from its improvements within a single day, highlighting the fact that revamping a bricks-and-mortar shop can be as easy as adjusting the design on your website, as long as you get the right people to help out!

The Knight Butcher - a genuine mom-and-pop business owned by husband and wife team Terri and Chad Knight – emerged renewed from its improvements within a single day
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Revamping a bricks-and-mortar shop can be as easy as adjusting the design on your website, as long as you get the right people to help out!
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For more information on how your business can also get a very affordable makeover, check out the StickerYou website, or if you’re in Toronto, be sure to check out their own brand new store, which is also the largest sticker store in the world.

Tech Trends offers a broad range of Digital Consultancy services to guide companies, individuals and brands in effectively leveraging existing and emerging technologies in their business strategy.

Alice Bonasio is a VR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Making Rebranding Stick appeared first on Tech Trends.

As the world grows crazier by the day, Augmented Reality provides some much-needed comic relief.

AR is the “Rising Star” medium of our age, claims Liat Sade-Sternberg, CEO of fuse.it. And it’s hard to argue with that while watching a demo of a guy dancing gangnam style along with disturbingly agile avatars of Vladimir Putin and Donald Trump. We definitely live in strange times.

Augmented reality is the “Rising Star” medium of our age
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You can argue about whether or not that’s a good thing, but in this age of fake news and memes, the fact that this content doesn’t look too polished takes a back seat to whether you can do something fun and creative with it – and share it with one tap.

You can insert yourself into memes and news clips with media personalities
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And that’s just the sort of use case that Sade-Sternberg is selling. Fuse.it is an AR app that lets you sync up multiple audio sources with video at the same time as interacting with a range of 3D animated characters including Barack Obama, Donald Trump, and Hillary Clinton.

We will we see more apps that mix creative animated environments with the real world
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You can insert yourself into memes and news clips, having “conversations” with media personalities, singing and dancing with your favourite (or least favourite) politician, and basically blend, colour, manipulate and mash up any video source to create viral clips ready to share.

Interact with a range of 3D animated characters including Barack Obama and Donald Trump
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Using the app (which has just been released on iOS) is a matter of selecting a character or video you want to interact with, choose a camera position and begin recording. With a tap you can bring those characters to life, and record yourself interacting with them in your own surroundings, sharing the end results with friends. Fuse.it promises to keep adding the app’s content database to reflect the latest trending pop culture and news stories.

“It allows people to become content creators, with users easily able to make viral videos from fake news clips to memes,” says Sade-Sternberg. “We were looking for a new way to easily integrate people into videos and turn their media consumption from passive to active by letting them embed themselves into their favorite pop culture moments such as news, memes, movies, tv, music videos and more to let them be part of the story.”

She explains the original inspiration for the app came from trying to close the gap between official media and user generated content, providing a one-click solution to let users create blended content instantly. They decided to focus on video because it is as Sade-Sternberg puts, it, “king of content.”

“Online videos will account for more than 80% of all consumer internet traffic by 2020. Every day Over 8 billion videos or 100 millions hours of videos are watched on Facebook, 10 billion videos on SnapChat and 500 million hours of videos are watched on Youtube.”

The Israeli start-up – which was founded in Tel-Aviv but is currently headquartered in LA – also claims to have secured partnerships with several large music labels, but say they cannot yet disclose which.

Users are easily able to make viral videos from fake news clips to memes
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As mentioned above, the quality of the demos is far from polished, but it is enough to have fun with, and to hint at what will become possible in the near future as the technology continues to gain momentum and become more pervasive. And this is certainly what Sade-Sternberg is betting on:

“As we see Augmented Reality become more mainstream, so too will we see more apps that mix creative animated worlds with the real world. AR is already accessible to every person in the world. Google, Apple and Amazon all are investing big time in the technology so I think we’re going to see lots of improvement in this field in the upcoming months. We are in an exciting time, when we will define the behavior of how people will use AR apps.”

Originally published on VRScout

This App Creates Crazy AR Videos with One Tap via @alicebonasio https://t.co/ZjjfLvHTf9 pic.twitter.com/cec6cY4wbm

— VRScout (@VRScout) December 11, 2017

If you would like to find out how to leverage VR/AR/MR in your project or enterprise, Tech Trends offers Virtual Reality Consultancy support

Alice Bonasio is a VR Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Making Up Fake News with AR appeared first on Tech Trends.

After getting hands-on with Microsoft’s latest shiny thing, we definitely wants one, precious…  

Sure, upon receiving the Surface Book to test, Tech Trends put it diligently through its paces, and below you’ll find our honest impressions of what was good as well as the niggles and shortcomings that came up. But overall the greatest downside is that we’re having to return it, and – given the fact that my MacBook Pro is currently fully functional – I can’t quite justify spending the 2K to upgrade my setup just now.

My MacBook Pro is still working, so I can't quite justify the upgrade to the Surface yet
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I bought my current machine – to quote the merchant in Resident Evil – “at a very high price” about four years ago. At the time it was really the only portable laptop that could keep up with the demands of Avid & Adobe video editing and heavy Lightroom use, and apart from the tendency to overheat and melt my thighs, plus the interminable niggles with OSX updates, it did the job.

Last year Microsoft released an upgraded Surface Book with a Performance Base
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But over the years I have watched with increased interest and building excitement as Microsoft brought out products like the Surface Pro 3. The signs were definitely encouraging, but it didn’t have the grunt I needed. Then out came the first version of the Surface Book, which did pack the required grunt and frankly looked the bollox. Plus – at a time when Apple was randomly removing things like USB ports from its new MacBooks – it had all the connections I needed, plus a lovely removable touchscreen. Yet the graphics were not great and the battery looked a bit underwhelming, so I stayed put.

Then in October last year Microsoft released an upgraded Surface Book with a Performance Base featuring a new, more powerful Nvidia GeForce GTX 965M with 2GB of VRAM and a larger battery. They had not bumped the Intel i7 up from 6th generation to 7th but that was not a deal breaker and promises of a faster internal SSD and the upcoming Windows 10 Creators Update hooked me in. Unfortunately these things do take time to arrive here in the UK, but as I unpacked it last week I couldn’t help but think it had been worth the wait.

Featuring a new, more powerful Nvidia GeForce GTX 965M with 2GB of VRAM and a larger battery
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Now, this won’t be a hugely technical review, there are plenty of those out there if that’s your thing, but more of a candid test drive from someone who’s used to demanding quite a bit from their kit with a photo & video intensive workflow.

I'm used to pushing these machines with intensive video and photo workflow
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First impression was that it’s definitely fast! It is fleet of foot and start ups and shut downs are just a joy to behold. The i7 eats through day-to-day tasks and the SSD (tested with Blackmagic Disk Speed Test) reads and writes at over 1GB/s.

Start ups and shut downs are just a joy to behold
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The first thing I tested was what I had been waiting most keenly for, the touch screen in laptop mode. I know other machines got here first but on a true power laptop this was my first experience and oh boy it is liberating; pinching, swiping and scrolling on my work laptop just as I would on my phone felt so good I found myself grinning at that lovely high-res screen. And on that beauty:

It’s a 13.5 “PixelSense display with a resolution of 3000 x 2000 (267 PPI) and an slightly unusual aspect ratio of 3:2. It is gorgeous with solid blacks, great detail and a very impressive maximum brightness of 355 lux and outstanding contrast level of 1,440:1, these are all vitally important for anyone like me who deals in imagery.

The Surface lets you interact with the machine in any way that makes sense to you
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My wife always comments on how filthy my MacBook screen always looks because I’m always touching it as I point out things, etc. It’s the intuitive way in which visual and creative professionals work, so not having the touchscreen functionality always felt like something of a handicap with Macs. The surface just feels like what it has meant to be all along, allowing you to interact with the machine in whatever way makes sense for you at the time – be it keyboard, trackpad, pen, or even those filthy fingers.

The screen has great detail and very impressive maximum brightness and outstanding contrast
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Being used to the very solid aluminium hunk that is my MacBook Pro, the magnesium Surface Book felt light and I didn’t mind the unusual-looking hinge as its unique design enables the tablet mode, more on that later. A minor gripe would be the keyboard which is a bit “clicky clacky” and the keys feel a bit light for my taste, as I prefer them firmer, but the travel on them is nice.

The surface book has an SDXC reader and two fast USB 3 ports meaning I can edit video and photos stored on external SSD drives and enjoy the speeds they offer. In another win over Apple the power connection is magnetic! Why Apple removed the legendary MagSafe connection on their newest laptops is a mystery and will result in thousands more smashed laptops as people and pets trip over trailing cables (with 3 boisterous Staffies with very active whipping tails in the house, I can tell you that’s a very real problem). Admittedly the Microsoft solution is not as elegant but it is reversible and does the job well. After my minor complaint about the keyboard I have nothing but praise for the trackpad. I barely noticed the difference between my Mac and the Surface Book and that is a big compliment. The trackpad is precise, tactile and lovely to use, plus performs a host of common multi-finger functions and is a good size too.

As a laptop the Surface Book’s only oddity is that the hinge is a bit wobbly and getting the screen at the right angle and balancing it on your lap takes some getting used to. Remember that the CPU and a second battery live in the tablet section, so the screen is heavier that on most laptops and the hinge has to be stronger to account for that. The annoyance this creates, however, is soon outweighed by the possibility of taking that wonderful screen off and having a HUGE tablet on your hands! Simply push and hold the tablet release button and a second later there is a satisfying click and the screen pulls easily off. Wow it is light! Much lighter than you expect and also big, very big, but in a GOOD way.

The tablet is comfortable to hold and the screen looks even more impressive when off the base
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The tablet is comfortable to hold and the screen looks even more impressive when off the base. It does get warm as you browse the web and noticeably so when watching videos but never hot, and the tablet sports a very quiet fan and ventilation holes all around the edge so it cools back down quickly.

I did run into a few software glitches in Tablet mode
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I did run into a few software glitches in Tablet mode, while browsing the web in Chrome the screen froze for 40 seconds or so before suddenly working again and twice I tried to open Windows 10 settings and this would not work at all, a quick restart fixed it but this did happen a couple of times within an hour of use. These issues were not a huge problem though, and I am sure future Windows 10 updates will continue to improve on the software functions when using the Tablet.

You can’t try out the tablet without using the Surface Pen, a simple tube of matt silver metal with a flat magnetic side so you can secure it to the Tablet on any side surface. I have used a lot of tablets and pens and this one is functional, i.e. does exactly what it says on the tin. The Surface Pen has 1024 levels of pressure sensitivity and an eraser on the other end, so handwritten notes on your screen are just like pen on paper, and writing is really comfortable. Writing and drawing in Paint 3D is great fun and the ink pen is particularly satisfying to use, creating lovely elegant lines. The quality of the screen really comes across when drawing and painting, the colours are bright and rich and the six million pixels mean the lines and shapes look truly fluid.

Writing and drawing in Paint 3D is great fun and the ink pen is particularly satisfying
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I honestly love the Tablet and just reading the newspapers is such a pleasure as the text looks so crisp and clear. You do however notice the lower powered GPU when in Tablet mode and scrolling web pages could be a little smoother and switching apps is also a little slow but this is nothing unusual on other tablets. Fitting the Tablet back onto the base is a sinch, just line it up and it gently clicks back with a faint magnetic thunk and once it is back on the connection is so strong I had no fears about the base dropping off when picking up the whole thing by the screen, it is very secure.

Fitting the Tablet back onto the base is a sinch, just line it up and it gently clicks back
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OK now onto performance. As a video producer and photographer I need a light, portable machine with a great screen, good battery, lots of processing power, fast USB ports and an SDXC reader.  I installed Blackmagic DaVinci Resolve 14, Adobe CC and a range of apps including Premier Pro, After Effects and Lightroom, loaded up some HD and 4K video as well as 40GB of RAW photos and went to work. I won’t go into too much detail but summing up my experience I have to say I am impressed. The Surface Book performed at least as well as my MacBook Pro in HD & 4K video editing and playback and was very capable of building and rendering out video graphics and tiles in After Effects.

The Surface Book performed at least as well as my MacBook Pro in HD & 4K video editing
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It did struggle when grading 4K video in DaVinci Resolve but that is no surprise, as even my workstation PC finds this a challenge. What was very pleasing was editing photos in Lightroom, although not a huge improvement, working with a large catalogue of high res photos was quicker than on my Mac. The super-fast SSD and a newer generation processor no doubt helped out here, making browsing the catalogue quick and pleasurable. Again the screen made a huge difference here, the colours really pop and the incredible contrast it offers makes manipulating images a real joy. I have inserted a gallery below with a few examples of images from my recent trip to Cannes Film Festival and edited on the Surface Book in Lightroom.

The super-fast SSD and newer generation processor made for quick browsing
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Sound is the next thing I looked at and the Surface Book had its work cut out here as Macs famously deliver great sound, at least through headphones. Either side of the detachable screen are two forward-facing speakers that look tiny but don’t sound it. They pump out a very loud and impressive sound, easily enough to fill a room with good bass and mids. Did I mention it was loud? Playing the trailer for Thor: Ragnarok I was blown away and had to quickly turn the audio down to 60% to avoid disturbing the neighbours, which was unexpected. You could easily sit a group of people around the laptop and share a pretty good movie experience. I next connected up my Skullcandy Crusher Bluetooth headphones and ran the same trailer. As you would expect the audio was much better through cans with a really well-balanced sound that I could listen to for quite a while without getting bored, all round a good performance!

To sum up, I think Microsoft have finally produced a contender in the power laptop category, but really they have done much more than that. The combination of the detachable and impressive tablet screen, a capable pen tool, and all the standard connections that Apple have tossed aside means they’ve built a very compelling package for creative professionals.

When you look at the direct competition from Apple the benefits of the Surface Book over the 2017 MacBook Pros become very obvious. The version I tested directly compares to the 13inch MacBook Pro with an Intel i7, 500GB and 16GB RAM and Touch Bar which retails at £2399 but has no Tablet mode or Pen support, both of which are key for the modern creative and design professionals Macs are marketed at. When you consider the Surface Book costs exactly the same (RRP: $2,799 / £2,399), I think I have just seen the future.

Tom Atkinson is a Digital Producer & Photographer at R3Digital and Reviews & Dept. Editor at Tech Trends. Connect on LinkedIn and follow him on Twitter @R3Digital

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The post Product Review: Microsoft Surface Book appeared first on Tech Trends.

Content is still catching up with technology when it comes to education. While classrooms are increasingly integrated with digital learning platforms and tools such as computers, tablets and smartboards, they still lack the appropriate content to fill those screens.

Students are getting increasingly used to accessing information through video in their day-to-day lives, so are naturally eager to use similar resources in the classroom
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That is the problem that Knowledgemotion, a cloud-based video aggregation platform for education, is looking to solve.

“In terms of video, this deficiency seems to stem from a lack of understand between the worlds of education publishing and video production, where the former is unable to search through many different content providers and the latter is accustomed to pricing and marketing video for the advertising industry rather than for education,” Says Knowledgemotion CEO David Bainbridge. “We’re seeking to knit together these two industries by making video acquisition easy for education providers.”

 

Those sorts of technologies were just emerging as he moved into middle school, Bainbridge recalls: “Much of this technology was not put to the best use, partly due to the lack of good-quality content to use on these new digital platforms. Certainly, as far as video is concerned, documentaries were used to fill space or to entertain at the end of term, and were often too long-winded and unengaging to hold everyone’s attention.”

Students are getting increasingly used to accessing information through video in their day-to-day lives, so are naturally eager to use similar resources in the classroom. A recent Kaltura report The State of Video in Education 2015, reflects this trend, suggesting that video usage in the classroom is growing year on year (from 76% in 2014 to 84% last year).

Knowledgemotion targets the entire education market from primary through to Secondary, Higher Education, Corporate learning, English Language learning and lifelong learning
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Knowledgemotion targets the entire education market from primary through to Secondary, Higher Education, Corporate learning, English Language learning and lifelong learning. OECD research suggests that the global educational video market will be worth over $1 billion in the next decade, and by 2010 Knowledgemotion is looking to grab a 10% share of that market. Their main competitors in that space are Getty and ITN source, but these are generalist resources not geared specifically towards education, and this is where Knowledgemotion believes it holds the edge, as over $30 billion is pent annually on instructional materials in primary, secondary and higher education, and 43% of teachers now report using video regularly in lessons, with 70% of US higher education institutions including videos in the classroom and supplementary course materials.

Though arguably a few years behind the entertainment world in tech innovation, teachers and learners alike understand the significant educational value of rich, relevant and engaging content
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“We have an established in-house team with several decades of combined experience in the media industry and the world of education publishing,” says Bainbridge. “We’re aiming to become teacher’s one-stop shop for video resources by providing a simplified licensing agreement and pricing structure together with the most comprehensive library of videos where they can easily and quickly find relevant materials for their lessons.”

Knowledgemotion is now looking to build more relationships with various content providers, and to build up their search algorithm that allows users to refine clip searches by curriculum, topic, and source. Having already raised £790,000 from Angel investors, they are gearing up for a Series A round of around £2 million later in the year and working on significantly expanding their library, which currently has over 1.8 million videos

“Though arguably a few years behind the entertainment world in tech innovation, teachers and learners alike understand the significant educational value of rich, relevant and engaging content. The digital re-architecture of the classroom experienced over the past five years has transformed whiteboards into smartboards, textbooks into tablets. All that is left, it seems, is the content on the screen.”

Alice Bonasio is a VR Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Content is King in EdTech Too appeared first on Tech Trends.

Storytelling can be a powerful engagement tool and medium to teach kids valuable digital and STEAM skills

A Tale Unfolds improves reading and writing through digital filmmaking projects
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“Back In primary school, we used a BBC computer and a roma robot every once in a blue moon. Seriously, that was as technical as it got!” laughs Dominic Traynor, CEO of the intriguingly named company A Tale Unfolds, which claims to radically improve reading and writing by combining traditional literacy teaching with digital filmmaking projects.

“Even in secondary school I don’t remember being really engaged in technology, but everything changed when I was about 16 and we first got the Internet at home. The idea that I could tap into a seemingly infinite amount of knowledge was mindblowing, and suddenly school seemed much less relevant. This is what sparked the wanderlust that dominated my twenties.”

The idea that I could tap into a seemingly infinite amount of knowledge was mindblowing
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Yet what Dominic came to realise – through his own personal experience of being a primary school teacher – was that school was far from irrelevant, and that technology would definitely need to play a part in keeping this new generation of Digital Natives engaged in the classroom.

Technology needs to play a part in keeping this new generation of Digital Natives engaged in the classroom.
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“It became increasingly obvious to me that young kids these days often find that there is a huge cultural difference between their everyday digital lives and the things they do in primary school. In the UK the National Curriculum is the holy book that schools adhere to. It doesn’t specify or recommend any technology, just skills and content. With teachers under increasing performance and time pressure, this encourages them to follow traditional schemes of work that have been around for years since they are tried and tested ways to fulfil the National Curriculum. However, this means that our digital native pupils are more disengaged than ever by an approach that bears no resemblance to the world around them.”

With teachers under increasing performance and time pressure, this encourages them to follow traditional schemes
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Often, that is due to the fact that the teacher, despite being a digital user themselves, does not know how to orchestrate something like a filmmaking project from start to finish combining different digital skills, platforms and apps. A Tale Unfolds works to bring digital skills involving filming, video editing, green screening, animating and audio recording into the literacy classroom in order to demonstrate to pupils that the ‘old school’ act of writing is still fundamental to creating outstanding video projects.”

The 'old school' act of writing is still fundamental to creating outstanding video projects
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Apart from lack of confidence in teaching technology, Dominic recognises the problem that teachers face enormous pressure to deliver academic results in the traditional areas of English and Maths, which can push back initiatives to teach technology and creative stills. That is actually a self-defeating paradox, however, as technology has the power to vastly improve those very skills:

“Our projects show teachers how they can achieve incredible academic results whilst engaging and motivating their pupils using basic technology. We bridge that gap between the National Curriculum and technology. Over the course of 6-10 weeks, students study 6 different genres of writing as well as writing, performing, filming and editing their very own adventure film. Then, at the end of our projects, schools host their very own film premiere to showcase their end product. This all provides a platform that brings meaning to the traditional literacy work the pupils do in class. It’s a win-win situation for everyone involved!”

Projects show teachers how they can achieve incredible academic results whilst engaging pupils using basic technology
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Despite being developed on a shoestring, their pilot had overwhelmingly positive feedback from schools, and they knew they were onto something when 1000 classrooms were reached between the pilot and the launch of the current resource. The company has since raised £65,000 through the Emerge Education accelerator programme and their investors, and has a sustainable Software-as-a-Service model where schools pay a subscription fee to access their resources and support. They favour an open and collaborative approach, where different technologies are mixed and matched to each project in order to bring learning alive for students.

They favour an open and collaborative approach, where different technologies are mixed and matched
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“We’re actually starting an online film festival. Connecting classrooms and creating a movement is the big vision and so we want to start showcasing the amazing work done by our schools to a wider audience. It’s hard to describe the feeling we get when a teacher tells us not only that our project has doubled literacy progress in their class, but that it has given them their teaching mojo back.”

But teachers often need support and training in making the best use of technology to fulfil the skills and content in the National Curriculum, so Dominic is working on putting together online training and accreditation courses so that teachers can develop their professional skills at the same time as teaching the film projects. The size of the commercial opportunity is interesting to say the least: In the UK alone, there are around 22,000 primary schools, and over 250,000 in the English-speaking world. We’re talking about a £700m market without even beginning to consider the possibilities around secondary schools or the TEFL sector.

Teachers often need support and training in making the best use of technology
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“The future of education is quite clearly digital. The opportunities that devices like tablets bring to learning in schools are incredible when used in the right way. Personalised learning and diagnostics are just two very obvious and hugely effective ways in which they can be benefit both pupils and teachers. However, I’m still a traditionalist at heart and would hate to see a decline in the physical act of writing, the pleasure of reading a real book and real human interaction in general. I don’t think that the use of technology in schools automatically leads to a decline in those things but it can be an easy trap to fall into. Training is absolutely key to making this digital revolution in schools a humane one. As long as schools can get that balance right, then this has the potential to improve society for the benefit of everyone.”

The future of education is quite clearly digital
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Alice Bonasio is a VR Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Telling Tales in The Classroom appeared first on Tech Trends.