Matías Imbern - Case Studies

8/2/2019 Matas Imbern - Case Studies

1/16

PBA HAFQP] EI A^BAJAXFL

JFPMFS MJHAXK, jmjhaxkNgs`+bfxyfx`+a`q


2/16

XASAFXCB PBAJA? @msf~~afxfkca

Pba Hafqp} ei A~bajaxfl

^bmlese~b}%Jepmyfpmek?

A~bajaxfl pbmkgs fxa pxfksmpex}, armspmkg ekl}

hxma}, iex f sbexp ~axme` ei pmja+

Pba hafqp} ei a~bajaxfl ms kep f xasafxcb

fheqp pbmkgs pbfp lmpaxfll} `msf~~afx4 mp ms fheqp pbmkgs

pbfp fxa xafl, hafqpmiql pbmkgs wfmpmkg pe ha msceyaxa`,

pe ha f~~xacmfpa`+

Ms kep pba hafqp} wbfp ms a~bajaxfl hqp pba pmja

pbfp ~ae~la à`mcfpa pe mp+

Fll ms fheqp hamkg fwfxa+++

Fhspxfcp?

Pbasa cfsa spq`mas fxa pba xasqlp ei fk arpak*

smya xasafxcb pbxeqgb pba wbela sajaspax, leedmkg iex

mks~mxfpmek mk `miiaxakp fxafs ei mkpaxasp+ Pba smr sqh*

cfpagexmas kfll} cbesak iex pba clfssmcfpmek kep ekl}

sbfxa `msf~~afxfkca fs f cexa hqp flse pba hafqp}

ajha`à` mk pbamx àlmcfpa fk` a~bajaxfl cek`mpmek+

Eka ei pba jf}ex cekcaxks, wbmla èmkg pba mkyaspmgf*

pmek, wfs pe ~xeymà f hflfkca hapwaak fxcbmpacpqxfl

fk` mkspfllfpmek arfj~las+ Mkàa`, pbms wfs qsa` fs f

japbe` iex hlqxxmkg pba heqk`fxmas ei pbasa `miiaxakp

scflas ei f~~lmcfhmlmp}, xamkiexcmkg pba màf pbfp hafqp}sbeql` fiiacp cekspfkpl} eqx cekpaj~exfx} lmia+

Pba jfmk ehoacpmya wfs pe gakaxfpa f iaa`hfcd

wmpb pba kfl ~xeoacp ei pba ceqxsa+ Ms mk pba a~bajaxfl

cek`mpmek ei hafqp} wbaxa pba kfl ~xeoacp ms gemkg pe

wexd, h} jfdmkg fk fppaj~p pe sak` f sqhpla jassfga

akclesa` pbfp kaa`s pe ha `msceyaxa` fheqp pba mj~ex*

pfkca ei hamkg fwfxa ei hafqpmiql pbmkgs mk lmia+

CB+>6 CB+>8 CB+>3 CB+>0 CB+>1 CB+>9 CB+>7 CB+>2 CB+>= CB+6> CB+66 CB+68 CB+63 CB+60 CB+61 CB+69 CB+67 CB+62 CB+6= CB+8> CB+86 CB+88 CB+83 CB+80 CB+81 CB+89 CB+87 CB+82 CB+8= CB+3>


3/16

CB+3> CB+8= CB+82 CB+87 CB+89 CB+81 CB+80 CB+83 CB+88 CB+86 CB+8> CB+6= CB+62 CB+67 CB+69 CB+61 CB+60 CB+63 CB+68 CB+66 CB+6> CB+>= CB+>2 CB+>7 CB+>9 CB+>1 CB+>0 CB+>3 CB+>8 CB+>6

CB >6 CB >8 CB >3 CB >0 CB >1 CB >9 CB >7 CB >2 CB >= CB 6> CB 66 CB 68 CB 63 CB 60 CB 61 CB 69 CB 67 CB 62 CB 6= CB 8> CB 86 CB 88 CB 83 CB 80 CB 81 CB 89 CB 87 CB 82 CB 8= CB 3>


4/16

Arpaxmex

Mkpaxmexbpp~?%%cakpxaiexpbafaspbapmcxayelqpmek+h

legs

~ep+cej%8>6>%>=%

selfke*hakmpaz*gfxàk*pejh*0*cekcxapa+bpjl

>6 * XAILACPMEK0 HAFJS^mxmhahq}, ^fxfgqf}+ 8>>>+

Selfke Hakmpaz

Pbms ~xeoacp ms pba pejh iex Selfkes ifpbax+ Mp ms

jfà h} ieqx cekcxapa hafjs, sq~~expa` afcb h} eka

celqjk+ Pba hafjs iexj f svqfxa mk ~lfk ei = japaxs

lekg ek afcb ei mps ieqx smàs+ Mk pba jm``la pbaxa ms

pba pejh, f sjfll cekcxapa gxfya+ Pba mkpaxmex ifcas ei

pba hafjs fxa ceyaxa` h} jmxxexs, pbaxaiexa, ixej pbaeqpsmà mp ms ~essmhla pe saa pba akclesa` s~fca, hqp

pba lmjmps `msf~~afx ixej pba mksmà+


CB 3> CB 8= CB 82 CB 87 CB 89 CB 81 CB 80 CB 83 CB 88 CB 86 CB 8> CB 6= CB 62 CB 67 CB 69 CB 61 CB 60 CB 63 CB 68 CB 66 CB 6> CB >= CB >2 CB >7 CB >9 CB >1 CB >0 CB >3 CB >8 CB >6


5/16

Cekca~p

Mkpaxmexbpp~?%%fm`sja

jexmfl~fxd+exg%wmkkax


PBA JAJEXMFL

Pba fcp ei jajexmflmzmkg pba FM@S a~màjmc

wmpb f ~b}smcfl gaspqxa geas ha}ek` xajajhaxmkg fk`

bekexmkg pba àf`+ FM@S ms kep f wfx, kex f `msafsa

cekvqaxa`+ Pbaxa fxa ke àkmpa `fpas ex ymcpmjs+ Mk

eqx àsmgk ~xecass, wa aj~bfsmza pba cbfkgmkg fk`

yfxma` wf}s pbxeqgb wbmcb FM@S fiiacps qs ~axsekfll}

fk` fs f secmap}+

PBA ^FXD MKSM@A

Fk mkkmpa iexasp, gakaxfpa` h} bfymkg 3 ifcmkg

jmxxex wflls flekg afcb smà ei pba pxmfkgqlfx hlecd,

àkas pba ~fxd fk` pba jajexmfl+ Pbaxa fxa ke sa~f*

xfpa spfpqas, scql~pqxas ex ~lfvqas+ Pba jajexmfl lmyaswmpbmk pba mkkmpa xaacpmek ei pba wbmpa hmxcb pxaas+

PBA MK*HAPWAAK CAKPAX

Pba wflls mselfpmkg pba ~fxd ixej pba cmp} fcp fs

lmgbp walls fk` fccass pe pba Lafxkmkg Cakpax halew+

H} hxmkgmkg sqklmgbp mkpe pba hfsajakp ymf sd}lmgbps,

pba xfw qpmlmpfxmfk s~fca cfk ha pxfksiexja` mkpe f

walcejmkg fk` e~ak fxaf iex arbmhmpmek, lafxkmkg fk`~axiexjfkca+ Pba wflls flse pf~ax mk wm`pb, beqsmkg

spfmxs fk` xfj~s+

PBA EQPSM@A

Flekg pba smàwflds, pbxaa wflls clf` mk slfpa

cxafpa f iexqj iex pba yemca ei jfk}+ Pbxeqgb fk

a~bajaxfl ke` pe pba cbfmk lmkd iakca fp Gxaakwmcb

fk` 66pb Spxaap, ymsmpexs fxa fhla pe gmya lmia pe pba

speka wflls pbxeqgb jassfgas fk` mjfgas wxmppak mk

cbfld, cxafpmkg fk ayax*cbfkgmkg jqxfl wbmcb ms xa*

ixasba` wmpb ayax} xfmk+

>8 * XAILACPMEKFM@S Jajexmfl ^fxd * MKIMKMPA IEXASPK]C, QS+ 8>66+

spq`me f$m

CB >6 CB >8 CB >3 CB >0 CB >1 CB >9 CB >7 CB >2 CB >= CB 6> CB 66 CB 68 CB 63 CB 60 CB 61 CB 69 CB 67 CB 62 CB 6= CB 8> CB 86 CB 88 CB 83 CB 80 CB 81 CB 89 CB 87 CB 82 CB 8= CB 3>


6/16

Arpaxmex

Mkpaxmexbpp~?%%www+sax~akpmkagfllax}+exg%8>>=%>8%S

FKFFU

sax~akpmkaU

gfllax}U

~fymlmekU

8>>=+b

pjl


>3 * XAILACPMEKSAXÂKPMKA GFLLAX] ^FYMLMEKLekèk, QD+ 8>>>+

SFKFF

@ascxmhmkg pbamx spxqcpqxa pba fxcbmpacps sf}?

Pba ^fymlmek ms efpmkg flqjmkmqj, `xmipmkg ixaal} ha*

pwaak pba pxaas lmda sjeda+ Pba xaacpmya cfke~} qk*

`qlfpas fcxess pba smpa, ar~fk`mkg pba ~fxd fk` sd}+

Mps f~~afxfkca cbfkgas fccex`mkg pe pba wafpbax, fl*

lewmkg mp pe jalp mkpe pba sqxxeqk`mkgs+ Mp wexds fs fal` ei fcpmymp} wmpb ke wflls, fllewmkg qkmkpaxxq~pa`

ymaw fcxess pba ~fxd fk` akceqxfgmkg fccass ixej fll

smàs+ Mp ms f sbalpaxa` arpaksmek ei pba ~fxd wbaxa

~ae~la cfk xaf`, xalfr fk` akoe} leyal} sqjjax f}s+

Saomjf fk` Kmsbmzfwf bfya cxafpa` f spqkkmkg

^fymlmek pbfp xasajhlas f xaacpmya cleq` ex f efpmkg

~eel ei wfpax, smppmkg fpe~ f saxmas ei àlmcfpa celqjks+Pba japfl xeei spxqcpqxa yfxmas mk bamgbp, wxf~~mkg mp*

sali fxeqk` pba pxaas mk pba ~fxd, xafcbmkg q~ pewfx`s

pba sd} fk` swaa~mkg èwk fljesp pe pba gxeqk` mk

yfxmeqs ~lfcas+ E~ak fk` a~bajaxfl mk spxqcpqxa, mps

xaacpmya jfpaxmfls jfda mp smp safjlassl} wmpbmk pba

kfpqxfl akymxekjakp, xaacpmkg hepb pba ~fxd fk` sd}

fxeqk` mp+



7/16

Mkspfllfpmek

Sacpmekbpp~?%%`miiqsmy

a+wex`~xass+cej%8>>=%6>%>7%oqk}f*msbmgfjm*hfl*

leek*8>>2%

Pbms fkgqlfx, balmqj*lla` hflleek wfs ~xe*

`qca` iex fpxmqj ei pba Jqsaqj ei Cekpaj~exfx} Fxp

mk Ped}e h} Oqkmf Msbmgfjm, iex fk arbmhmpmek akpmpla`

S~fca iex ]eqx Iqpqxa+ Mp qsas fk flqjmkmqj pxqss

ixfja fk` pbmk xaacpmya flqjkmqj ~fkals "pba} leed

fljesp lmda ieml, hqp M pbmkd pba} fxa f hmp pbmcdax pbfkpbfp-+ Mp wamgbs fheqp f pek+

>0 * LMGBPKASSHFLLEEK * S~fca iex }eqx Iqpqxa ArbmhmpmekJqsaqj ei Cekpaj~exfx} Fxp+ Ped}e, Of~fk+ 8>>7+

OQK]F MSBMGFJM

bpp~?%%}eqpq+ha%_62QdbG

Q_2s



8/16

^xaspxassa` Japfl Sbaap

Lfpaxfl Ymawbpp~?%%www+afsp*fsmf*fxcbmpacpqxa+exg%

fepj%mkàr+b

pjl

>1 * LMGBPKASSPFHLAArbmhmpmek, Ped}e, Of~fk+ 8>>1+

OQK]F MSBMGFJM

Fs iex jeàxk ~xe`qcp àsmgk, eka iaals pbfp

f clmjfr mk jmkmjflmsj bf` haak xafcba` h} f spaal

pfhla, =+1j lekg, 8+9 j wmà, jfà ei f smkgla ~xa*

spxassa` 3jj pbmcd spaal ~lfpa, wbmcb xaspa` oqsp ek

ieqx lags ek mps cexkaxs+ Mp wfs pba mkyakpmek ei Msbm*

gfjm Oqk}f, f }eqkg fxcbmpacp ixej Ped}e+ Mp smj~l}xajmk`s qs ei f jfgmcmfks efpmkg ex laympfpmek fcp+

bpp~?%%}eqpq+ha%WxGcDPv=67Q



9/16

Arpaxmex

Mkpaxmex

Pba DFMP Wexdsbe~ ms f spq`me $ wexds~fca

wbaxa spqàkps ei pba Dfkfgfwf Mkspmpqpa ei Pacbkel*

eg} gap pe s~ak` pbamx `f}s àsmgkmkg+ Pba spq`me ms

fheqp pba clesasp }eq cfk gap pe pba iaalmkg ei wexdmkg

eqpsmà wbmla hamkg mkèexs+ Pba eex*pe*camlmkg glfss

jfdas pba hqml`mkg f~~afx wamgbplass fk` alagfkp,fk` pba e~ak ~lfk ~xasaxyas pba hqml`mkgs saksa ei

pxfks~fxakc} fs pba ymawaxs a}a cfk sbeep `mxacpl}

fcxess pba qkmkpaxxq~pa` s~fca+ 3>1 celqjks ei yfxm*

eqs smzas sq~~exp pba spxm~~a` xeei ei sd}lmgbps, }ap

pbamx wbmpa celex daa~s pba iecqs ek pba s~fca fk` pba

ymaw, kep pba spxqcpqxa+ Pba celqjks, flpbeqgb saaj*

mkgl} xfkèj, fxa s~acmcfll} ~lfca` pe cxafpa pba sak*sfpmek ei zeka` s~fcas, hqp pbamx kekxaspxmcpmya vqflmp}

~xeymàs f armhla lf}eqp pe sqmp pba cbfkgmkg kaa`s

ei spqàkps+

>9 * LMGBPKASSDFMP Wexdsbe~Dfkfgfwf, Of~fk+ 8>>2+

OQK]F MSBMGFJM

bpp~?%%www+àzaak+cej%8>>2%>1%83%dfmp*wexdsbe~*h}*oqk}f*msbmgf*

jm*fxcbmpacps

%

bpp~?%%}eqpq+ha%p^PKDLc

q@`F



10/16

Cej~ekakps

^xe`qca` Aiiacpbpp~?%%www+jejf+exg%cellacpmek%hxewsaU

xasqlps+~

b~5cxmpaxmf:E!3FF

@!3FA!3F6=66)~fgaU

kqjhax:2)paj~lfpaU

m`:6)sexpU

ex`ax:6

>7 * LMGBP AIIACPSHXAFDMKG PBA A@GAJeJF, K]C, QS+ 6=92+

@FK ILFYMK

Pbms wexd jfxxmas celex fk` lmgbp, hxmkgmkg pbaj

mkpe pbxaa `mjaksmeks+ Mk `mflegqa wmpb pba sqxxeqk *

mkg s~fca, pba yaxpmcfl fk` bexmzekpfl pqhas hepb mllq*

jmkfpa fk` ehscqxa pba cexkaxf lecfpmek kep p}~m*

cfll} qsa` iex `ms~lf}mkg fxp+ Pbeqgb pba ajmppa` lmgbp

pxfkscak`s mps ~b}smcfl akcfsajakp fk` pxfksiexjspba sqxxeqk`mkg s~fca, Ilfymk xaoacpa` fk} cbfxfcpax*

mzfpmek ei bms wexd fs sqhlmja+ Eka jmgbp kep pbmkd

ei lmgbp fs f jfppax ei ifcp, hqp M `e, ba spfpa`+ Fk` mp

ms + + + fs ~lfmk fk` e~ak fk` `mxacp fk fxp fs }eq wmll

ayax k`+ Ilfymk hagfk pe qsa cejjaxcmfll} fyfmlfhla

qexascakp lmgbp pqhas mk 6=93+



11/16

Yfcfkp

Eccq~ma`

F àfkpl} jeàxk mksaxpmek mkpe pba bmspexmc

Cfsp Mxek @mspxmcp ei SeBe, pbms kaw pwe*spex} jeàxk

hqml`mkg beqsas f hfx fk` xaspfqxfkp+ Hfx 2=s mkif*

jeqs fk` fwfx`*wmkkmkg wfsbxeej jap pba ewkaxs

cbfllakga pe cxafpa sarqfl paksmek wmpb clafx glfss

spfll èexs pbfp bfya f lmvqm` cx}spfl cexa fcpmyfpa`h} f lew yelpfga alacpxmc cmxcqmp+ Fs f jeàxk mksax*

pmek wmpbmk f bmspexmcfl kamgbhexbee`, Hfx 2=, fcbmaya`

mkpaxkfpmekfl xacegkmpmek fk` pbxeqgb ymsmek fk` lmgbp,

xaacps pba pxfksmpmeks hapwaak el` fk` kaw, mkpaxmex

fk` arpaxmex, fk` pxfks~fxakc} fk` pxfkslqcakc}+

>2 * CBAJMCFL XAFCPMEKHFX 2=Sebe, K], QS+

EGFWF%@A^FX@EK FXCBMPACPS

bpp~?%%www+e

`f*k}+cej%~xeoacpsU

xp6+b

pjl

bpp~?%%}eqpq+ha%=JB7HfSK_f]



12/16

Arpaxmex

Mkpaxmexbpp~?%%www+b

afpbaxwmcd+cej%qd*~fymlmek%

>= * HLQXX] HEQK@FXMASQD ^FYMLMEKAr~e Sbfkgfm, Cbmkf+ 8>6>+

Pbejfs Bafpbaxwmcd Spq`me

Pba pbaja ei pba Ar~e ms Happax Cmp}, Happax

Lmia fk` f da} clmakp ehoacpmya ms iex pba QD ^fymlmek

pe ha eka ei pba ya jesp ~e~qlfx fppxfcpmeks+ Pba spq*

`mes àsmgk bfs pbxaa jfmk fmjs? pba xsp ms pe ha f

~fymlmek wbesa fxcbmpacpqxa ms f `mxacp jfkmiaspfpmek

ei pba cekpakp mp arbmhmps4 pba sacek` ms pe ~xeymà smg*kmcfkp ~qhlmc e~ak s~fca mk wbmcb ymsmpexs cfk xalfr4

pba pbmx` ms pe k` f smj~la màf pbfp ms spxekg akeqgb

pe spfk` eqp fjm`sp pba hqs}*kass ei pba bqk`xa`s ei

cej~apmkg ~fymlmeks+ Pbasa fmjs fxa cf~pqxa` mk pwe

mkpaxlmkda` fk` ar~axmakpmfl alajakps hfsa` fxeqk`

pba sqhoacp ei kfpqxa fk` cmpmas pba Saa` Cfpba*

`xfl, fk` f jqlpm*lf}axa` lfk`scf~a pxafpjakp ei pba9,>>>svj smpa+ Pba Saa` Cfpba`xfl ms f ~lfpiexj pe

sbew pba wexd ei pba Xe}fl Hepfkmcfl Gfxàks fp Daw

fk` pbamx Jmllakkmqj Saa`hfkd+ Mk pba cmxcqlfpmek zeka

qkàx pba lfk`scf~a pbfp sqxxeqk`s pba Saa` Cfpba*

`xfl f saxmas ei mkspfllfpmeks ar~lexa mk jexa àpfml pba

~fxpmcqlfxmp} ei kfpqxa fk` QD cmpmas+ Pba Saa` Cf*

pba`xfl ms f 8>*japxa bmgb hqml`mkg, cekspxqcpa` ixej

9>,>>> pxfks~fxakp 7+1*japxa lekg e~pmcfl spxfk`s,

afcb ei wbmcb bfs ajha`à` wmpbmk mps pm~ f saa`+ Pba

mkpaxmex ms smlakp fk` mllqjmkfpa` ekl} h} pba `f}lmgbp

pbfp bfs lpaxa` ~fsp afcb saa` pbxeqgb afcb e~pmcfl

bfmx+

bpp~?%%}eqpq+ha%dvU

GYcF

~D@V



13/16

Ieg Aiiacp

Jqlpm~la Xailacpmeks

Oqsp fs pbafpax*mk*pba*xeqk` xf`mcfll} cbfkgas

pba xalfpmeksbm~ hapwaak fcpexs fk` fq`makca, se

pba kaw Glfss ^fymlmek fp pba Pelaè Jqsaqj ei Fxp

sqhyaxps jfk} ei pba el` xqlas ei `ms~lf}mkg fxp+ H}

qsmkg jespl} clafx*glfss wflls iex hepb pba hqml`mkgs

akyale~a fk` mps mkpaxmex ~fxpmpmeks, pba fxcbmpacps Df*zq}e Saomjf fk` X}qa Kmsbmzfwf ei pba Ped}e xj

SFKFF bfya ~axiexja` pba jqsaqj avqmyflakp ei

spxm~~mkg fwf} pba ~xescakmqj spfga fk` cxafpmkg f

jexa qm` `}kfjmc hapwaak fxp fk` ymawax+ Jfpaxmfls

fk` heqk`fxmas `msf~~afx, cexkaxs `msselya, ixekp fk`

hfcd ke lekgax f~~l}+ Pba hqml`mkg ~xeymàs s~fpmfl

`xfjf qsmkg f xajfxdfhla acekej} ei jafks, hqp fppba sfja pmja cxafpas f saxmas ei cbfllakgas iex pba

jqsaqjs cqxfpexs+

6> * HLQXX] HEQK@FXMASJQSAQJ EI FXP GLFSS ^FYMLMEKPelaè, Ebme, QS+ 8>>9

SFKFF

bpp~?%%www+pelaèjqsaqj+exg%glfss*~fymlmek%



14/16

Mkmpmfl Spfpa

@mflegqabpp~?%%ymjae+cej%8>923162

66 * SQHPLA JEYAJAKPALACPXEKMC EXMGFJM? MK^QP%EQP^QPJMP * Cfjhxm`ga, QS+ 8>66+

OMA VM

Pba xa` "cekpxellax- ~f~ax saksas bew mp ms ha*

mkg iel`a` fk` pba wbmpa "eqp~qp- ~f~ax iellews+ Wbak

pba wbmpa ~f~ax ms m~~a` eyax, hlmkpz iel`mkg fllews

pba ~f~ax pe gap q~, wehhla fxeqk`, fk` m~ eyax+ Pba

jmcxecekpxellax fk` cmxcqmpx} ms ek pba he`} ei pba xa`

~f~ax fk` pba wbmpa ~f~ax ms fcpqfpa` h} sbf~a jaj*ex} flle}+



15/16

Mkmpmfl Spfpa

Cekpxfcpmek

Pba DFMP Wexdsbe~ ms f spq`me $ wexds~fca

wbaxa spqàkps ei pba Dfkfgfwf Mkspmpqpa ei Pacbkel*

eg} gap pe s~ak` pbamx `f}s àsmgkmkg+ Pba spq`me ms

fheqp pba clesasp }eq cfk gap pe pba iaalmkg ei wexdmkg

eqpsmà wbmla hamkg mkèexs+ Pba eex*pe*camlmkg glfss

jfdas pba hqml`mkg f~~afx wamgbplass fk` alagfkp,fk` pba e~ak ~lfk ~xasaxyas pba hqml`mkgs saksa ei

pxfks~fxakc} fs pba ymawaxs a}a cfk sbeep `mxacpl}

fcxess pba qkmkpaxxq~pa` s~fca+ 3>1 celqjks ei yfxm*

eqs smzas sq~~exp pba spxm~~a` xeei ei sd}lmgbps, }ap

pbamx wbmpa celex daa~s pba iecqs ek pba s~fca fk` pba

ymaw, kep pba spxqcpqxa+ Pba celqjks, flpbeqgb saaj*

mkgl} xfkèj, fxa s~acmcfll} ~lfca` pe cxafpa pba sak*sfpmek ei zeka` s~fcas, hqp pbamx kekxaspxmcpmya vqflmp}

~xeymàs f armhla lf}eqp pe sqmp pba cbfkgmkg kaa`s

ei spqàkps+

68 * SQHPLA JEYAJAKPFKMJFPA@ YMKASJMP * Cfjhxm`ga, QS+ 8>66+

OMA VM

bpp~?%%ymjae+cej%8373092=


16/16

Date post:	05-Apr-2018
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Matías Imbern - Case Studies

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