Development of musculoskeletal models for the design and the pre-clinical validation of hip resurfacing prosthesis

Background. The surgical treatment of dysfunctional hips is a severe condition for the patient and a costly therapy for the public health. Hip resurfacing techniques seem to hold the promise of various advantages over traditional THR, with particular attention to young and active patients. Although the lesson provided in the past by many branches of engineering is that success in designing competitive products can be achieved only by predicting the possible scenario of failure, to date the understanding of the implant quality is poorly pre-clinically addressed. Thus revision is the only delayed and reliable end point for assessment. The aim of the present work was to model the musculoskeletal system so as to develop a protocol for predicting failure of hip resurfacing prosthesis. Methods. Preliminary studies validated the technique for the generation of subject specific finite element (FE) models of long bones from Computed Thomography data. The proposed protocol consisted in the numerical analysis of the prosthesis biomechanics by deterministic and statistic studies so as to assess the risk of biomechanical failure on the different operative conditions the implant might face in a population of interest during various activities of daily living. Physiological conditions were defined including the variability of the anatomy, bone densitometry, surgery uncertainties and published boundary conditions at the hip. The protocol was tested by analysing a successful design on the market and a new prototype of a resurfacing prosthesis. Results. The intrinsic accuracy of models on bone stress predictions (RMSE < 10%) was aligned to the current state of the art in this field. The accuracy of prediction on the bone-prosthesis contact mechanics was also excellent (< 0.001 mm). The sensitivity of models prediction to uncertainties on modelling parameter was found below 8.4%. The analysis of the successful design resulted in a very good agreement with published retrospective studies. The geometry optimisation of the new prototype lead to a final design with a low risk of failure. The statistical analysis confirmed the minimal risk of the optimised design over the entire population of interest. The performances of the optimised design showed a significant improvement with respect to the first prototype (+35%). Limitations. On the authors opinion the major limitation of this study is on boundary conditions. The muscular forces and the hip joint reaction were derived from the few data available in the literature, which can be considered significant but hardly representative of the entire variability of boundary conditions the implant might face over the patients population. This moved the focus of the research on modelling the musculoskeletal system; the ongoing activity is to develop subject-specific musculoskeletal models of the lower limb from medical images. Conclusions. The developed protocol was able to accurately predict known clinical outcomes when applied to a well-established device and, to support the design optimisation phase providing important information on critical characteristics of the patients when applied to a new prosthesis. The presented approach does have a relevant generality that would allow the extension of the protocol to a large set of orthopaedic scenarios with minor changes. Hence, a failure mode analysis criterion can be considered a suitable tool in developing new orthopaedic devices.

Bayesian Geostatistical Design

This paper describes the use of model-based geostatistics for choosing the optimal set of sampling locations, collectively called the design, for a geostatistical analysis. Two types of design situations are considered. These are retrospective design, which concerns the addition of sampling locations to, or deletion of locations from, an existing design, and prospective design, which consists of choosing optimal positions for a new set of sampling locations. We propose a Bayesian design criterion which focuses on the goal of efficient spatial prediction whilst allowing for the fact that model parameter values are unknown. The results show that in this situation a wide range of inter-point distances should be included in the design, and the widely used regular design is therefore not the optimal choice.

Unidad didáctica sobre el uso del programa Virtual.Lab para simulaciones acústicas. Parte I

El presente Proyecto de Fin de Carrera supone el propósito conjunto de los alumnos Álvaro Morillas y Fernando Sáez, y del profesor Vladimir Ulin, de desarrollar una unidad didáctica sobre el programa de simulación para ingeniería Virtual.Lab. La versión sobre la que se ha trabajado para realizar este texto es la 11, publicada en agosto de 2012. Virtual.Lab, del fabricante belga LMS International, es una plataforma software de ingeniería asistida por ordenador, que agrupa en una misma aplicación varias herramientas complementarias en el diseño de un producto, desde su definición geométrica a los análisis de durabilidad, ruido u optimización. No obstante, de entre todas las posibles simulaciones que nos permite el programa, en este proyecto sólo se tratan las que están relacionadas con la acústica. Cabe resaltar que gran parte de los conceptos manejados en Virtual.Lab son compatibles con el programa CATIA V5, ya que ambos programas vienen instalados y funcionan conjuntamente. Por eso, el lector de este proyecto podrá transportar sus conocimientos al que es uno de los programas estándar en las industrias aeronáutica, naval y automovilística, entre otras. Antes de este proyecto, otros alumnos de la escuela también realizaron proyectos de fin de carrera en el campo de la simulación computarizada en acústica. Una característica común a estos trabajos es que era necesario hacer uso de distintos programas para cada una de las etapas de simulación (como por ejemplo, ANSYS para el modelado y estudio de la vibración y SYSNOISE para las simulaciones acústicas, además de otros programas auxiliares para las traducciones de formato). Con Virtual.Lab desaparece esta necesidad y el tiempo empleado se reduce. Debido a que las soluciones por ordenador están ganando cada vez más importancia en la industria actual, los responsables de este proyecto consideran la necesidad de formación de profesionales en esta rama. Para responder a la demanda empresarial de trabajadores cualificados, se espera que en los próximos años los planes de estudio contengan más cursos en esta materia. Por tanto la intención de los autores es que este material sea de utilidad para el aprendizaje y docencia de estas asignaturas en cursos sucesivos. Por todo esto, se justifica la relevancia de este PFC como manual para introducir a los alumnos interesados en iniciarse en un sistema actual, de uso extendido en otras universidades tecnológicas europeas, y con buenas perspectivas de futuro. En este proyecto se incluyen varios ejemplos ejecutables desde el programa, así como vídeos explicativos que ayudan a mostrar gráficamente los procesos de simulación. Estos archivos se pueden encontrar en el CD adjunto. Abstract This final thesis is a joint project made by the students Álvaro Morillas and Fernando Sáez, and the professor Vladimir Ulin. The nature of the joint regards the writing of a didactic unit on Virtual.Lab, the simulation software. The software version used in this text is the number 11, released in August 2012. Virtual.Lab, from the Belgian developer LMS International, is a computer-aided engineering software which is used for several related tasks in this field: product design, durability simulation, optimization, etc. However, this project is focused on the acoustical capabilities. It is worthy to highlight that most procedures explained in this text can be used in the software CATIA V5 as well. Both tools come installed together and may be used at the same time. Therefore, the reader of this project will be able to use the acquired knowledge in one of the most relevant softwares for the aerospace, marine and automotive engineering. Previously to the development of this project, this School has conducted projects on this field. These projects regarded the use of ANSYS for modeling and meshing stages as well as the use of SYSNOISE for the final acoustic analysis. Since both systems use different file formats, a third-party translation software was required. This thesis fulfill this pending necessity with Virtual.Lab; the translation software procedure is not necessary anymore and simulations can be done in a more flexible, fast way. Since companies have an increasing usage of numerical methods in the development of their products and services, the authors think that it is important to develop the appropriate method to instruct new professionals in the field. Thus, the aim of this project is to help teachers and students in their process of learning the use of this leading software in acoustical simulations. For all the reasons mentioned above, we consider that this project is relevant for the School and the educational community. Aiming to achieve this objective the author offers example files and video demonstrations with guidance in the CD that accompanies this material. This facilitates the comprehension of the practical tasks and guides the prospect users of the software.

Contribution towards intelligent service management in wearable and ubiquitous devices

Hoy en día asistimos a un creciente interés por parte de la sociedad hacia el cuidado de la salud. Esta afirmación viene apoyada por dos realidades. Por una parte, el aumento de las prácticas saludables (actividad deportiva, cuidado de la alimentación, etc.). De igual manera, el auge de los dispositivos inteligentes (relojes, móviles o pulseras) capaces de medir distintos parámetros físicos como el pulso cardíaco, el ritmo respiratorio, la distancia recorrida, las calorías consumidas, etc. Combinando ambos factores (interés por el estado de salud y disponibilidad comercial de dispositivos inteligentes) están surgiendo multitud de aplicaciones capaces no solo de controlar el estado actual de salud, también de recomendar al usuario cambios de hábitos que lleven hacia una mejora en su condición física. En este contexto, los llamados dispositivos llevables (weareables) unidos al paradigma de Internet de las cosas (IoT, del inglés Internet of Things) permiten la aparición de nuevos nichos de mercado para aplicaciones que no solo se centran en la mejora de la condición física, ya que van más allá proponiendo soluciones para el cuidado de pacientes enfermos, la vigilancia de niños o ancianos, la defensa y la seguridad, la monitorización de agentes de riesgo (como bomberos o policías) y un largo etcétera de aplicaciones por llegar. El paradigma de IoT se puede desarrollar basándose en las existentes redes de sensores inalámbricos (WSN, del inglés Wireless Sensor Network). La conexión de los ya mencionados dispositivos llevables a estas redes puede facilitar la transición de nuevos usuarios hacia aplicaciones IoT. Pero uno de los problemas intrínsecos a estas redes es su heterogeneidad. En efecto, existen multitud de sistemas operativos, protocolos de comunicación, plataformas de desarrollo, soluciones propietarias, etc. El principal objetivo de esta tesis es realizar aportaciones significativas para solucionar no solo el problema de la heterogeneidad, sino también de dotar de mecanismos de seguridad suficientes para salvaguardad la integridad de los datos intercambiados en este tipo de aplicaciones. Algo de suma importancia ya que los datos médicos y biométricos de los usuarios están protegidos por leyes nacionales y comunitarias. Para lograr dichos objetivos, se comenzó con la realización de un completo estudio del estado del arte en tecnologías relacionadas con el marco de investigación (plataformas y estándares para WSNs e IoT, plataformas de implementación distribuidas, dispositivos llevables y sistemas operativos y lenguajes de programación). Este estudio sirvió para tomar decisiones de diseño fundamentadas en las tres contribuciones principales de esta tesis: un bus de servicios para dispositivos llevables (WDSB, Wearable Device Service Bus) basado en tecnologías ya existentes tales como ESB, WWBAN, WSN e IoT); un protocolo de comunicaciones inter-dominio para dispositivos llevables (WIDP, Wearable Inter-Domain communication Protocol) que integra en una misma solución protocolos capaces de ser implementados en dispositivos de bajas capacidades (como lo son los dispositivos llevables y los que forman parte de WSNs); y finalmente, la tercera contribución relevante es una propuesta de seguridad para WSN basada en la aplicación de dominios de confianza. Aunque las contribuciones aquí recogidas son de aplicación genérica, para su validación se utilizó un escenario concreto de aplicación: una solución para control de parámetros físicos en entornos deportivos, desarrollada dentro del proyecto europeo de investigación “LifeWear”. En este escenario se desplegaron todos los elementos necesarios para validar las contribuciones principales de esta tesis y, además, se realizó una aplicación para dispositivos móviles por parte de uno de los socios del proyecto (lo que contribuyó con una validación externa de la solución). En este escenario se usaron dispositivos llevables tales como un reloj inteligente, un teléfono móvil con sistema operativo Android y un medidor del ritmo cardíaco inalámbrico capaz de obtener distintos parámetros fisiológicos del deportista. Sobre este escenario se realizaron diversas pruebas de validación mediante las cuales se obtuvieron resultados satisfactorios. ABSTRACT Nowadays, society is shifting towards a growing interest and concern on health care. This phenomenon can be acknowledged by two facts: first, the increasing number of people practising some kind of healthy activity (sports, balanced diet, etc.). Secondly, the growing number of commercial wearable smart devices (smartwatches or bands) able to measure physiological parameters such as heart rate, breathing rate, distance or consumed calories. A large number of applications combining both facts are appearing. These applications are not only able to monitor the health status of the user, but also to provide recommendations about routines in order to improve the mentioned health status. In this context, wearable devices merged with the Internet of Things (IoT) paradigm enable the proliferation of new market segments for these health wearablebased applications. Furthermore, these applications can provide solutions for the elderly or baby care, in-hospital or in-home patient monitoring, security and defence fields or an unforeseen number of future applications. The introduced IoT paradigm can be developed with the usage of existing Wireless Sensor Networks (WSNs) by connecting the novel wearable devices to them. In this way, the migration of new users and actors to the IoT environment will be eased. However, a major issue appears in this environment: heterogeneity. In fact, there is a large number of operating systems, hardware platforms, communication and application protocols or programming languages, each of them with unique features. The main objective of this thesis is defining and implementing a solution for the intelligent service management in wearable and ubiquitous devices so as to solve the heterogeneity issues that are presented when dealing with interoperability and interconnectivity of devices and software of different nature. Additionally, a security schema based on trust domains is proposed as a solution to the privacy problems arising when private data (e.g., biomedical parameters or user identification) is broadcasted in a wireless network. The proposal has been made after a comprehensive state-of-the-art analysis, and includes the design of a Wearable Device Service Bus (WDSB) including the technologies collected in the requirement analysis (ESB, WWBAN, WSN and IoT). Applications are able to access the WSN services regardless of the platform and operating system where they are running. Besides, this proposal also includes the design of a Wearable Inter-Domain communication Protocols set (WIDP) which integrates lightweight protocols suitable to be used in low-capacities devices (REST, JSON, AMQP, CoAP, etc...). Furthermore, a security solution for service management based on a trustworthy domains model to deploy security services in WSNs has been designed. Although the proposal is a generic framework for applications based on services provided by wearable devices, an application scenario for testing purposes has been included. In this validation scenario it has been presented an autonomous physical condition performance system, based on a WSN, bringing the possibility to include several elements in an IoT scenario: a smartwatch, a physiological monitoring device and a smartphone. In summary, the general objective of this thesis is solving the heterogeneity and security challenges arising when developing applications for WSNs and wearable devices. As it has been presented in the thesis, the solution proposed has been successfully validated in a real scenario and the obtained results were satisfactory.

Looking for the Holy Grail of Software Development

The history of Software Engineering has been marked by many famous project failures documented in papers, articles and books. This pattern of lack of success has prompted the creation of dozens of software analysis, requirements definition, and design methods, programming languages, software development environments and software development processes all promoted as solving ?the software problem.? What we hear less about are software projects that were successful. This article reports on the findings of an extensive analysis of successful software projects that have been reported in the literature. It discusses the different interpretations of success and extracts the characteristics that successful projects have in common. These characteristics provide Software Project Managers with an agenda of topics to be addressed that will help ensure, not guarantee, that their software project will be successful.

La casa industrializada : seis propuestas para este milenio

La Casa Industrializada supone el ideal de realizar la casa unifamiliar a través de la potencia y los procedimientos de la industria. Como tal, la casa supone un producto industrial más sujeto a la lógica de la reproducción y del consumo. Como producto de consumo la casa debe establecerse como objeto de deseo, accesible al grupo de usuarios-consumidores al que va dirigido. El sueño de la Casa Industrializada se origina en la primera Revolución Industrial y se consolida en la segunda tras la producción del Ford T y la adhesión de los padres del movimiento moderno. A lo largo de su historia se han sucedido casos de éxito y fracaso, los primeros con la realización de un producto de imagen convencional y los segundos la mayor parte de las veces dirigidos por arquitectos. El sueño de la Casa Industrializada de la mano de arquitectos está comenzando a ser una realidad en Japón, Suecia y Estados Unidos a través de marcas como MUJI, Arkitekthus y Living Homes, pero aún dista de ser un hecho extendido en nuestra sociedad. Para que este ideal se cumpla deberá ofrecer valores que permita a la sociedad hacerlo suyo. La Tesis busca analizar la historia y la metodología de la Casa Industrializada, desde el diseño a la comercialización con el fin de ofrecer esos valores en forma de propuestas para la Casa Industrializada en este milenio. La casa como producto industrial-producto de consumo supera las lógicas tradicionales de la arquitectura para operar dentro del contexto de la producción industrial y la reproducción de los objetos. En este sentido es necesario establecer no solo la forma y construcción de la casa sino los mecanismos de reproducción con sus pertinentes eficiencias. La Casa industrializada no se construye, se monta, y para ello utiliza las estrategias de la construcción en seco, la prefabricación, el uso de componentes y los materiales ligeros. Desde la lógica del consumo, la casa debe dirigirse a un determinado público, no es más la casa para todos, característica de las situaciones de crisis y de emergencia. La casa se enfrenta a un mercado segmentado, tanto en cultura, como en deseos y poderes adquisitivos. En la cuestión del diseño debe plantearse más como diseño de producto que como diseño arquitectónico. La Casa Industrializada no es el fruto de un encargo y de una acción singular, debe ofrecerse lista para adquirir y para ser reproducida. Esta reproducción se puede dar tanto en la forma de modelos cerrados o sistemas abiertos que permitan la personalización por parte de los usuarios. Desde el ámbito cultural es necesario entender que la casa es más que una máquina de habitar, es un receptor de emociones, forma parte de nuestra memoria y nuestra cultura. La casa como producto social es una imagen de nosotros mismos, define la manera en la que nos situamos en el mundo y por tanto supone una definición de estatus. En esto, la Tesis se apoya en los textos de Baudrillard y su análisis de la sociedad de consumo y el papel de los objetos y su valor como signo. La Tesis realiza un repaso de los procedimientos industriales con especial énfasis en la producción automovilística y sitúa la evolución de la Casa Industrializada en relación a la evolución de los avances en los sistemas de producción industrial y las transferencias desde las industrias del automóvil y aeronáutica. La tesis se completa con una serie de casos de estudio que parten de las primeras casas de venta por correo de principios del siglo XX, pasando por las propuestas de Gropius, Fuller, el Case Study House Program, Prouvé, Sota y acaban con la situación actual. La Casa Industrializada ha mantenido una serie de valores a lo largo de su historia, como ideal, forma un cuerpo estable de propuestas que no se ha modificado a lo largo del tiempo. Con respecto a este nuevo milenio este ideal no debe ser cambiado sino simplemente actualizado y adaptado a los métodos de producción y las necesidades, sueños y exigencias de la sociedad de hoy. ABSTRACT The industrialized House provides an ideal to manufacture the house through the power and strategies of the industry. As such, the house becomes an industrial product that respond to the logic of reproduction and consumption. As a comodity, the house must become a desirable object, accessible to the group of the consumers to which is targeted The dream of the Industrialized home is originated in the First Industrial Revolution and it is consolidated in the second one after Ford´s production of Model T and the incorporation of the principal figures of the modern movement to the ideal of making houses at the factories. Throughout history there have been cases of success and failure, the first with the completion of a product of conventional image and the second most often led by architects. Industrialized dream house made by architects is starting to become a reality in Japan, Sweden and the United States through brands such as MUJI, Arkitekthus and Living Homes, but still far from beeing a widespread fact in our society. To fulfill this ideal, it should provide values that society could accept as of their own. The Thesis seeks to analyze the history and methodology of industrialized house, from design to marketing in order to offer these values in the form of proposals for industrialized house in this millennium. The house as an industrial-product-comodity extend beyond the traditional architectural logic to operate within the context of industrial production and the reproduction of objects. In this sense it is necessary to establish not only the shape and construction of the house but the mechanisms of reproduction with its relevant efficiencies. Industrialized house is not built it is assembled, and it uses the strategies of dry construction, prefabrication, using lightweight materials and components. From the logic of consumption, the house must go to a certain audience, it is no longer the home for all that is characteristic of crisis respond and emergency. The house faces a segmented market, both in culture and desires and purchasing power. On the question of design it must be considered more like product design than architectural design. Industrialized House is not the result of a commission and a singular action, it should be offered pret-a-porter and able to be reproduced. This reproduction can be given in form of closed or open systems models that allow its customization by users. From the cultural sphere is necessary to understand that the house is more than a machine for living, is a recipient of emotions, is part of our memory and our culture. The home as a social product is an image of ourselves, defines the way in which we place ourselves in the world and therefore represents a definition of status. In this aspect, the thesis is based on the texts of Baudrillard and his analysis of consumption society and the role of objects and its value as a sign in it. The thesis makes a review of the industrial processes with emphasis on automotive production and places the evolution of industrialized House in relation to the evolution of developments in industrial production systems and transfers from the automotive and aeronautics industries. The thesis is completed with a series of case studies that starts from the first mail order houses from the early twentieth century, going through the proposal of Gropius, Fuller, the Case Study House Program, Prouvé, Sota and end up with the current situation. Industrialized House has held a series of values throughout its history, as an ideal, forms a stable corps of proposals that has not changed over time. Regarding this new millennium this ideal should not be changed but simply be updated and adapted to production methods and needs, dreams and demands of today's society.

Valorização da participação da engenharia de produção no projeto simultâneo de empresa construtora-incorporadora.

A falta de integração entre áreas de conhecimento pode gerar efeitos negativos no processo de projeto em uma construtora-incorporadora. Em muitos casos, o projeto do produto é elaborado pela incorporadora sem qualquer participação da área responsável pela produção e de outras áreas da construtora. O trabalho apresenta uma análise sobre a gestão de projetos na construção de edifícios, valorizando a participação da engenharia de produção nessa fase, apoiando-se nos conceitos de Projeto Simultâneo, e propõe diretrizes para sua aplicação na construtora-incorporadora Cyrela, com enfoque na construtibilidade e manutenibilidade. Para desenvolver a pesquisa foi realizada uma revisão bibliográfica sobre as características da gestão de projetos, da Engenharia de Produção na construção de edifícios, e sobre a Engenharia Simultânea no desenvolvimento de produtos com comparativo de modelos de indústrias seriadas para a construção civil, incluindo a interação entre os agentes do processo. Como resultados são apresentados: uma análise da interação entre os agentes do processo; a ligação entre pessoas, processos e tecnologia; os conceitos de construtibilidade, manutenibilidade e retroalimentação na interface com projetos. São igualmente feitas análises das tendências de modernização na gestão dos projetos por meio da modelagem da informação da construção e, apoiado em estudo de caso, são apresentadas as experiências do Projeto Simultâneo aplicadas na Cyrela. Por fim, são apresentadas as diretrizes para participação da Engenharia de Produção da Construtora e Incorporadora Cyrela no Projeto Simultâneo, sendo essa a principal contribuição do trabalho. Embora suas contribuições possam servir de referência para demais empresas do setor, essa pesquisa foi desenvolvida para aplicações práticas da Cyrela, construtora-incorporadora que atua na construção de edifícios em todas as regiões do Brasil.

Graphical Representation of the Changes of Sector for Particular Cases in the Ponchon Savarit Method

A graphical and systematic analysis of particular cases where the compositions of the streams developed in the rectification column coincide with one of the vapor (yGFk) or liquid (xGFk) portions generated from the GFk can be found in this material (i.e.: yGFk=yk+1,1 or xGFk=xk,NTk).

Work at hand: an exploration of gesture in the context of work and everyday life to inform the design of gestural input devices

This research explores gestures used in the context of activities in the workplace and in everyday life in order to understand requirements and devise concepts for the design of gestural information appliances. A collaborative method of video interaction analysis devised to suit design explorations, the Video Card Game, was used to capture and analyse how gesture is used in the context of six different domains: the dentist's office; PDA and mobile phone use; the experimental biologist's laboratory; a city ferry service; a video cassette player repair shop; and a factory flowmeter assembly station. Findings are presented in the form of gestural themes, derived from the tradition of qualitative analysis but bearing some similarity to Alexandrian patterns. Implications for the design of gestural devices are discussed.

Design determines 70% of cost? A review of implications for design evaluation

This paper disputes the fact that product design determines 70% of costs and the implications that follow for design evaluation tools. Using the idea of decision chains, it is argued that such tools need to consider more of the downstream business activities and should take into account the current and future state of the business rather than some idealized view of it. To illustrate the argument, a series of experiments using an enterprise simulator are described that show the benefit from the application of a more holistic 'design for' technique. Design For the Existing Environment.

Greening operations: an investigation of environmental decision making

This PhD thesis belongs to three main knowledge domains: operations management, environmental management, and decision making. Having the automotive industry as the key sector, the investigation was undertaken aiming at deepening the understanding of environmental decision making processes in the operations function. The central research question for this thesis is ?Why and how do manufacturing companies take environmental decisions? This PhD research project used a case study research strategy supplemented by secondary data analysis and the testing and evaluation of a proposed systems thinking model for environmental decision making. Interviews and focus groups were the main methods for data collection. The findings of the thesis show that companies that want to be in the environmental leadership will need to take environmental decisions beyond manufacturing processes. Because the benefits (including financial gain) of non-manufacturing activities are not clear yet the decisions related to product design, supply chain and facilities are fully embedded with complexity, subjectivism, and intrinsic risk. Nevertheless, this is the challenge environmental leaders will face - they may enter in a paradoxical state of their decisions – where although the risk of going greener is high, the risk of not doing it is even higher.

Adopting the experiential values propositions as e-atmospherics:an illustration through the case of e-banking

For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules which are sense, feel, think, act and relate. Two major ebanking experience providers' types of communication, product design, retail presence and epresence have been unpacked. These are Garanti Bank, who's known with its many award winning web site, and Akbank who has a standard web site. The Turkish banking at the border of the EU and under global influences has expended and liberalized dramatically over the last decade making the most of new technologies, hence offering an interesting perspective in a non-homogenous society where the technological divide remains important. First a qualitative content analysis of both bank's homepages is conducted. This is followed by 43 online surveys, where 18 is Garanti Bank consumer, 19 is Akbank consumer and 6 is both Garanti and Akbank consumer, to explore how e-atmospherics experiential features currently recognized by users. Our findings indicate that experiential marketing in e-banking can be expected to be the key to greater online migration of consumers and differentiation among the players. Yet, while the first two steps sense and feel are explicitly developed by both players, act and relate still remain poor. Moreover, 'think' is discovered to be a key moderator where both banks seem to lack clear strategy.