Marketing: a history of the next decade

The article discusses various reports published within the issue, including one by Movando et al. concerning marketing measures and constructs, and an article by Grandcolas et al. concerning research methodologies and the future of web-based survey research.

Marketing strategy:a history of the next decade

Editorial

Where next for PSMs - a grass-roots revolution?

Over the last 30 years, the field of problem structuring methods (PSMs) has been pioneered by a handful of 'gurus'—the most visible of whom have contributed other viewpoints to this special issue. As this generation slowly retires, it is opportune to survey the field and their legacy. We focus on the progress the community has made up to 2000, as work that started afterwards is ongoing and its impact on the field will probably only become apparent in 5–10 years time. We believe that up to 2000, research into PSMs was stagnating. We believe that this was partly due to a lack of new researchers penetrating what we call the 'grass-roots community'—the community which takes an active role in developing the theory and application of problem structuring. Evidence for this stagnation (or lack of development) is that, in 2000, many PSMs still relied heavily on the same basic methods proposed by the originators nearly 30 years earlier—perhaps only supporting those methods with computer software as a sign of development. Furthermore, no new methods had been integrated into the literature which suggests that revolutionary development, at least by academics, has stalled. We are pleased to suggest that from papers in this double special issue on PSMs this trend seems over because new authors report new PSMs and extend existing PSMs in new directions. Despite these recent developments of the methods, it is important to examine why this apparent stagnation took place. In the following sections, we identify and elaborate a number of reasons for it. We also consider the trends, challenges and opportunities that the PSM community will continue to face. Our aim is to evaluate the pre-2000 PSM community to encourage its revolutionary development post-2006 and offer directions for the long term sustainability of the field.

Statistical study of talk spurts and silence lengths with relation to various languages and speakers for advanced silence suppression in Next Generation Wireless Communication Devices

As wireless network technologies evolve towards an All-IP framework, Next Generation Wireless Communication Devices demand better use of spectral resources by employing advanced techniques of silence suppression. This paper presents an analysis of VoIP call data and compares the statistical results based on observed patterns of talk spurts and silence lengths to those achieved by a modified on-off voice model for silence suppression in wireless networks. As talk spurts and silence lengths are sensitive to varying word lengths, temporal structure and other prosodic aspects of speech, the impact of the use of various languages, dialects and gender of speakers on these results is also assessed.

Fibre-based devices for next generation photonics communication systems

The future broadband information network will undoubtedly integrate the mobility and flexibility of wireless access systems with the huge bandwidth capacity of photonics solutions to enable a communication system capable of handling the anticipated demand for interactive services. Towards wide coverage and low cost implementations of such broadband wireless photonics communication networks, various aspects of the enabling technologies are continuingly generating intense research interest. Among the core technologies, the optical generation and distribution of radio frequency signals over fibres, and the fibre optic signal processing of optical and radio frequency signals, have been the subjects for study in this thesis. Based on the intrinsic properties of single-mode optical fibres, and in conjunction with the concepts of optical fibre delay line filters and fibre Bragg gratings, a number of novel fibre-based devices, potentially suitable for applications in the future wireless photonics communication systems, have been realised. Special single-mode fibres, namely, the high birefringence (Hi-Bi) fibre and the Er/Yb doped fibre have been employed so as to exploit their merits to achieve practical and cost-effective all-fibre architectures. A number of fibre-based complex signal processors for optical and radio frequencies using novel Hi-Bi fibre delay line filter architectures have been illustrated. In particular, operations such as multichannel flattop bandpass filtering, simultaneous complementary outputs and bidirectional nonreciprocal wavelength interleaving, have been demonstrated. The proposed configurations featured greatly reduced environmental sensitivity typical of coherent fibre delay line filter schemes, reconfigurable transfer functions, negligible chromatic dispersions, and ease of implementation, not easily achievable based on other techniques. A number of unique fibre grating devices for signal filtering and fibre laser applications have been realised. The concept of the superimposed fibre Bragg gratings has been extended to non-uniform grating structures and into Hi-Bi fibres to achieve highly useful grating devices such as overwritten phase-shifted fibre grating structure and widely/narrowly spaced polarization-discriminating filters that are not limited by the intrinsic fibre properties. In terms of the-fibre-based optical millimetre wave transmitters, unique approaches based on fibre laser configurations have been proposed and demonstrated. The ability of the dual-mode distributed feedback (DFB) fibre lasers to generate high spectral purity, narrow linewidth heterodyne signals without complex feedback mechanisms has been illustrated. A novel co-located dual DFB fibre laser configuration, based on the proposed superimposed phase-shifted fibre grating structure, has been further realised with highly desired operation characteristics without the need for costly high frequency synthesizers and complex feedback controls. Lastly, a novel cavity mode condition monitoring and optimisation scheme for short length, linear-cavity fibre lasers has been proposed and achieved. Based on the concept and simplicity of the superimposed fibre laser cavities structure, in conjunction with feedback controls, enhanced output performances from the fibre lasers have been achieved. The importance of such cavity mode assessment and feedback control for optimised fibre laser output performance has been illustrated.

Grammar in the curriculum for English: what next?

It is clear from several government reports and research papers published recently, that the curriculum for English in primary and secondary schools is about to change, yet again. After years of a bureaucratic stranglehold that has left even Ofsted report writers criticising the teaching of English, it seems as if the conditions are right for further revisions. One of the questions that inevitably arises when a curriculum for English is reviewed, relates to the place and purpose of the teaching of grammar. This paper outlines a possible curriculum for grammar across both primary and secondary phases, arguing that for the teaching of grammar to have any salience or purpose at all, it has to be integrated into the curriculum as a whole, and not just that of writing. A recontextualised curriculum for grammar of the kind proposed here, would teach pupils to become critically literate in ways which recognise diversity as well as unity, and with the aim of providing them with the means to critically analyse and appraise the culture in which they live.

All-optical phase and amplitude regenerator for next-generation telecommunications systems

Fibre-optic communications systems have traditionally carried data using binary (on-off) encoding of the light amplitude. However, next-generation systems will use both the amplitude and phase of the optical carrier to achieve higher spectral efficiencies and thus higher overall data capacities(1,2). Although this approach requires highly complex transmitters and receivers, the increased capacity and many further practical benefits that accrue from a full knowledge of the amplitude and phase of the optical field(3) more than outweigh this additional hardware complexity and can greatly simplify optical network design. However, use of the complex optical field gives rise to a new dominant limitation to system performance-nonlinear phase noise(4,5). Developing a device to remove this noise is therefore of great technical importance. Here, we report the development of the first practical ('black-box') all-optical regenerator capable of removing both phase and amplitude noise from binary phase-encoded optical communications signals.

Proactive environmental systems:the next generation of environmental monitoring

In this article we envision factors and trends that shape the next generation of environmental monitoring systems. One key factor in this respect is the combined effect of end-user needs and the general development of IT services and their availability. Currently, an environmental (monitoring) system is assumed to be reactive. It delivers measurement data and computational results only if the user explicitly asks for it either by query or subscription. There is a temptation to automate this by simply pushing data to end-users. This, however, leads easily to an "advertisement strategy", where data is pushed to end-users regardless of users' needs. Under this strategy, the mere amount of received data obfuscates the individual messages; any "automatic" service, regardless of its fitness, overruns a system that requires the user's initiative. The foreseeable problem is that, unless there is no overall management, each new environmental service is going to compete for end-users' attention and, thus, inadvertently hinder the use of existing services. As the main contribution we investigate the nature of proactive environmental systems, and how they should be designed to avoid the aforementioned problem. We also discuss how semantics, participatory sensing, uncertainty management, and situational awareness link to proactive environmental systems. We illustrate our proposals with some real-life examples.

Dual-polarization multi-band OFDM signals for next generation core networks

Dual-polarization multi-band orthogonal frequency-division multiplexing (DP-MB-OFDM) signals are optimized at data rates up to 500 Gb/s in dispersion compensation fiber (DCF)-free long-haul links. We compare different polarization crosstalk compensation techniques and explore the DP-MB-OFDM transmission distance limitations. In addition, the impact of the OFDM subcarrier number and high-level modulation format on the transmission performance are also investigated. Finally, a comparison is made between DP-MB-OFDM and the industrial solution of single-carrier DP quaternary phase-shift keying (DP-QPSK) at 1000 km.

Codon-precise, synthetic, antibody fragment libraries built using automated hexamer codon additions and validated through next generation sequencing

We have previously described ProxiMAX, a technology that enables the fabrication of precise, combinatorial gene libraries via codon-by-codon saturation mutagenesis. ProxiMAX was originally performed using manual, enzymatic transfer of codons via blunt-end ligation. Here we present Colibra™: an automated, proprietary version of ProxiMAX used specifically for antibody library generation, in which double-codon hexamers are transferred during the saturation cycling process. The reduction in process complexity, resulting library quality and an unprecedented saturation of up to 24 contiguous codons are described. Utility of the method is demonstrated via fabrication of complementarity determining regions (CDR) in antibody fragment libraries and next generation sequencing (NGS) analysis of their quality and diversity.

Long-term drivers of broadband traffic in next-generation networks

This paper is concerned with long-term (20+ years) forecasting of broadband traffic in next-generation networks. Such long-term approach requires going beyond extrapolations of past traffic data while facing high uncertainty in predicting the future developments and facing the fact that, in 20 years, the current network technologies and architectures will be obsolete. Thus, "order of magnitude" upper bounds of upstream and downstream traffic are deemed to be good enough to facilitate such long-term forecasting. These bounds can be obtained by evaluating the limits of human sighting and assuming that these limits will be achieved by future services or, alternatively, by considering the contents transferred by bandwidth-demanding applications such as those using embedded interactive 3D video streaming. The traffic upper bounds are a good indication of the peak values and, subsequently, also of the future network capacity demands. Furthermore, the main drivers of traffic growth including multimedia as well as non-multimedia applications are identified. New disruptive applications and services are explored that can make good use of the large bandwidth provided by next-generation networks. The results can be used to identify monetization opportunities of future services and to map potential revenues for network operators. © 2014 The Author(s).

Impact of reduced complexity inverse Volterra series transfer function-based nonlinear equalizer in coherent OFDM systems for next-generation core networks

A modern electronic nonlinearity equalizer (NLE) based on inverse Volterra series transfer function (IVSTF) with reduced complexity is applied on coherent optical orthogonal frequency-division multiplexing (CO-OFDM) signals for next-generation long- and ultra-long-haul applications. The OFDM inter-subcarrier crosstalk effects are explored thoroughly using the IVSTF-NLE and compared with the case of linear equalization (LE) for transmission distances of up to 7000 km. © 2013 IEEE.

Designing liposomal adjuvants for the next generation of vaccines

Liposomes not only offer the ability to enhance drug delivery, but can effectively act as vaccine delivery systems and adjuvants. Their flexibility in size, charge, bilayer rigidity and composition allow for targeted antigen delivery via a range of administration routes. In the development of liposomal adjuvants, the type of immune response promoted has been linked to their physico-chemical characteristics, with the size and charge of the liposomal particles impacting on liposome biodistribution, exposure in the lymph nodes and recruitment of the innate immune system. The addition of immunostimulatory agents can further potentiate their immunogenic properties. Here, we outline the attributes that should be considered in the design and manufacture of liposomal adjuvants for the delivery of sub-unit and nucleic acid based vaccines.