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Interjet Launches New Service to Mexico City and Cancun from Toronto

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New service provides nonstop flights between Toronto and Mexico City and Cancun for leisure and business travelers.

(PRWEB) July 28, 2017

Interjet Airlines today launches new nonstop service between Toronto Pearson Airport (YYZ) and Mexico City’s Aeropuerto Internacional Benito Juárez (MEX) as well as Toronto and Cancun International Airport (CUN). The new service will offer four flights a week between Toronto and Mexico.

“Canada turns 150 years old this year and during this period, Toronto has become Canada’s center of arts and entertainment, business, sports and innovation,” said José Luis Garza, Interjet’s Chief Executive Officer. “We’re delighted to be able to offer Mexico’s business and leisure travelers the opportunity to visit Toronto and experience its rich history and culture while at the same time, offer Toronto business and leisure travelers to Mexico, our unique brand of lower prices with free checked bags on select fares, more legroom between seats and great service that has been embraced everywhere we fly,” he added.

“We are pleased to be welcoming Interjet to the Toronto Pearson family of carriers and know that the addition of their service will add great value for our passengers. The two routes, Mexico City and Cancun, will provide our passengers with a new option for travel to Mexico, be it for work or vacation,” said Lauren Yaksich, Director, Global Hub Development, Long Range Airport Planning and Investment, Greater Toronto Airports Authority.

Interjet’s new service between Toronto and Mexico will be operated using Airbus A320 aircraft seating 150 passengers. Roundtrip fares from Toronto to Cancun start at $409 and to Mexico City, $499.

For more information regarding Interjet’s new Canadian service or to make a reservation, visit http://www.interjet.com or in Canada, call 1 (844) 874-4053.

About Interjet
Interjet is an international airline based in Mexico City providing air service to 53 destinations in eight countries, including 36 cities in Mexico. Its network includes service to nine U.S. markets: Chicago, Dallas/Ft. Worth, Houston, Las Vegas, Los Angeles, Miami, New York, Orlando/Sanford and San Antonio. Other international routes include Montréal, Canada; Havana, Santa Clara and Varadero, Cuba; Bogota, Colombia; Guatemala City, Guatemala; Lima, Peru; and San Jose, Costa Rica. The airline operates a fleet of more than 70 aircraft including three AirbusA320neos, 45 Airbus A320s, three Airbus A321 and 22 Superjet 100s.

Media Contacts
Diana Ocampo Medina                        
Tel. +(52) 55 91 78 55 00 Ext. 5708                    
Email: diana.ocampo(at)interjet(dot)com.mx                                        
 
Sheilla Moonens
Tel. +52 (55) 9178 5500 Ext. 5880
Email: sheilla.moonens(at)interjet(dot)com.mx Reported by PRWeb 5 hours ago.

The Big Deal About Stem Cell Therapies and Regenerative Medicine

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Microcapspeculators.com News Commentary PR Newswire LAS VEGAS, July 28, 2017 LAS VEGAS, July 28, 2017 /PRNewswire/ -- Stem cell therapies are a key component of the regenerative medicine field tha... Reported by FinanzNachrichten.de 5 hours ago.

Top Companies Receiving Orphan Drug Designation in 2017

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Microcapspeculators.com News Commentary PR Newswire LAS VEGAS, July 28, 2017 LAS VEGAS, July 28, 2017 /PRNewswire/ -- Under the Orphan Drug Act (ODA), drugs, vaccines, and diagnostic agents qualif... Reported by FinanzNachrichten.de 5 hours ago.

EY Announces New Leadership Promotions in San Diego

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Graeme Reid named partner and Lily Kordic named executive director.

San Diego, California (PRWEB) July 28, 2017

Ernst & Young LLP recently announced the promotions of Graeme Reid to partner and Lily Kordic to executive director in its San Diego office.

“Our new partner and executive director have dedicated their careers to delivering exceptional client service, to the pursuit of quality and technical excellence, and to living the EY purpose of building a better working world,” said Robert Bruning, Partner, Ernst & Young LLP and the EY San Diego Office Managing Partner. “We commend them on this impressive and hard-earned career milestone.”

Bruning added that Reid and Kordic exemplify the EY commitment to being a purpose-driven organization, building a better working world and leading a diverse and inclusive workplace where everyone can achieve their full potential.

Graeme Reid provides a wide range of assurance services to market leading public and private clients in the real estate and retail sectors. Reid earned his Bachelor’s degree in Business Administration from Iona College. He is a certified public accountant (CPA) licensed to practice in California, a member of the American Institute of Certified Public Accountants (AICPA) and the California Society of CPAs.

Lily Kordic has 17 years of diverse public accounting experience, providing tax services to private and public companies in the life science, technology, manufacturing and distribution industries. She is a subject-matter specialist in accounting for income taxes and has worked with numerous multi-state and international companies with complex tax accrual, consulting and return assistance. She has extensive experience working on IPOs, acquisitions and spin-offs, business combinations and partnership restructurings. Kordic received her Bachelor of Science degree in Managerial Finance, Master of Science degree in Accounting and her MBA from the University of Nevada, Las Vegas. She is a certified public accountant (CPA) licensed to practice in California, a member of the American Institute of Certified Public Accountants (AICPA) and the California Society of CPAs.

About Ernst & Young LLP’s San Diego practice
Ernst & Young LLP has more than 300 people in its San Diego office who provide assurance, tax, transaction and advisory services to a diverse client base spanning the life sciences, technology, health care, telecommunications, consumer products, engineering and construction, financial services and real estate industries. Ernst & Young LLP is the leader in guiding San Diego-based companies through the IPO process, and is a founding member of BIOCOM, Software San Diego (formerly the San Diego Software Industries Council), CommNexus San Diego, CONNECT and CleanTECH San Diego. The firm celebrates the successes of San Diego’s entrepreneurs through its EY Entrepreneur Of The Year® program, founded in 1986.

About EY
EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.

EY refers to the global organization and may refer to one or more of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com.

This news release has been issued by Ernst & Young LLP, an EY member firm serving clients in the US.

### Reported by PRWeb 3 hours ago.

EY Announces New Leadership Promotion in Las Vegas

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Patricia Morris named executive director

Las Vegas, Nevada (PRWEB) July 28, 2017

Ernst & Young LLP recently announced the promotion of Patricia Morris to an executive director position in its Las Vegas office.

“Patricia has achieved a notable and well-deserved career milestone. She has served as a role model for our EY core values by demonstrating integrity, the pursuit of quality and by leading with purpose,” said Ryan Cupersmith, Partner, Ernst & Young LLP and the EY Las Vegas Office Managing Partner. “We recognize her for her significant contributions and achievements and look forward to her future successes.”

Promotions to the executive director rank involves a rigorous selection process that recognizes each person’s achievements and potential. Morris exemplifies the EY commitment to being a purpose-driven organization, building a better working world and leading a diverse and inclusive workplace where everyone can achieve their full potential.

Morris is part of the EY Assurance practice and has more than 17 years of experience advising high-profile clients in the gaming, real estate, hospitality, healthcare, life sciences, and manufacturing industries on various technical issues including IPOs, business combinations, consolidations and VIEs, debt and equity transactions and derivatives. She received her Bachelor of Arts degree in Accounting from the University of Texas and is a certified public accountant (CPA) licensed to practice in Nevada and Texas, and a member of the American Institute of Certified Public Accountants (AICPA). Morris is also active in the Las Vegas community and currently serves on the Nevada Clark County School Board Audit Committee and volunteers with The Animal Foundation.

About Ernst & Young LLP’s Las Vegas practice
Since opening its Las Vegas office in 2003, Ernst & Young LLP has become the nation’s largest fully integrated gaming and hospitality practice, leading the Big Four professional services organizations in auditing 70 percent of U.S. public company gaming operators in Las Vegas. The firm’s 80 Las Vegas professionals serve gaming and hospitality, real estate, airlines, media & entertainment, and technology clients, and has served all of the Fortune 1000 companies based in Las Vegas. EY also is Southern Nevada’s leading provider of Leadership in Energy and Environmental Design (LEED) services and has contributed to the greening of more than $10 billion in Las Vegas real estate developments.

About EY

EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.

EY refers to the global organization and may refer to one or more of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com.

This news release has been issued by Ernst & Young LLP, an EY member firm serving clients in the US.

### Reported by PRWeb 3 hours ago.

ASPRS Launches First and Only UAS Mapping Certification Program at Commercial UAV Expo 2017

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ASPRS to hold a UAS Technical Symposium followed by Certification Exam at Commercial UAV Expo

Portland, Maine (PRWEB) July 28, 2017

ASPRS Launches First and Only UAS Mapping Certification Program at Commercial UAV Expo 2017

The organizers of Commercial UAV Expo announced today they will host the launch of the first and only UAS Mapping Certification in the industry presented by the American Society for Photogrammetry and Remote Sensing (ASPRS). ASPRS will be hosting a pre-conference UAS Technical Symposium at the Commercial UAV Expo in Las Vegas on Tuesday October 24th. Participants in the UAS Technical Symposium will have the opportunity to sit for the UAS Mapping Certification exam on Wednesday October 25th; however, a full application with references must be submitted to ASPRS by August 31, 2017. Those who are deemed eligible to take the exam will be notified by September 30, 2017. Those who then pass the exam on October 24 will receive their certificates on-site. Commercial UAV Expo, the definitive conference and trade show for integration and operation of UAS for large enterprise industrial assets, will take place October 24-26, 2017 at the Westgate in Las Vegas.

“ASPRS is widely known as the society that develops and disseminates mapping standards for photogrammetry and LiDAR and provides nationally accredited certifications for those in the mapping profession. We are honored they chose Commercial UAV Expo as the exclusive event to launch their new certification program which is an important distinguishing credential for surveying and mapping professionals using UAS” said Lisa Murray, Commercial UAV Expo Event Director.

What can you expect from the ASPRS UAS Technical Symposium and UAS Mapping Certification?

In a nutshell:
A technical symposium for UAS operators interested in producing geospatial deliverables, presented by ASPRS. Our technical symposium on October 24th will cover 8 topics to be presented by ASPRS members and practicing service providers. Each topic will build on the previous giving the attendee a comprehensive understanding of UAS mapping in accordance with geospatial accuracy standards. The symposium will end with a presentation on the new ASPRS UAS Mapping Certification.

Who attends: Individuals considering using UAS for geospatial related services, Individuals who consume UAS data to support downstream services such as: Land Development, Transportation, Utilities, Mining, City and County GIS services and more. UAS operators interested in the ASPRS UAS mapping certification program.

Symposium: 8 sessions covering the entire mapping process culminating with a presentation on how to become certified by the ASPRS in UAS mapping.

Exam: ASPRS will be proctoring the first exam for UAS Mapping Certification at the conference. In order to take the exam at the Commercial UAV Expo, candidates must submit their application to ASPRS by August 31, and will be notified of their eligibility to take the exam by September 30.

Our symposium will offer the attendee insight into the UAS mapping process by practicing mapping professionals. In addition attendees can find out about the ASPRS mission and our new UAS mapping certification. – Eric Andelin, Conference Co-Chair

Registration for the ASPRS UAS Technical Symposium is available when registering for Commercial UAV Expo. While early registration is encouraged for lowest rates, the deadline to register to sit for the certification exam is August 31st. Expo and symposium/exam registration is available here:
Link for Symposium Information and Registration: http://conferences.asprs.org/uas-2017/
Link for certification application information: https://www.asprs.org/certification-program/asprs-certification-program.html

For complete information on the Symposium & UAS Mapping Certification Program visit: https://www.expouav.com/asprs-uas-technical-symposium/

About Commercial UAV Expo Americas:

Commercial UAV Expo Americas, presented by Commercial UAV News, is a conference and exhibition exclusively focused on the commercial drone market covering industries including Surveying & Mapping; Civil Infrastructure; Aggregates & Mining; Construction; Process, Power & Utilities; Precision Agriculture; Law Enforcement, Emergency Response and Search & Rescue (SAR). The third annual Americas event is taking place October 24- 26, 2017 in Las Vegas. Commercial UAV Expo Europe launched in Brussels in June 2017 and will return to Brussels in June 2018. For more information, visit http://www.expouav.com and http://www.expouav.com/europe. The events are organized Diversified Communications, a leading organizer of conferences and trade shows with 15 years in the geospatial arena, including Commercial UAV Expo Americas, Commercial UAV Europe, SPAR 3D Expo & Conference and International LiDAR Mapping Forum. http://www.divcom.com

About the American Society of Photogrammetry and Remote Sensing (ASPRS):
Founded in 1934, the American Society for Photogrammetry and Remote Sensing (ASPRS) is a scientific association serving over 7,000 professional members around the world. Our mission is to advance knowledge and improve understanding of mapping sciences to promote the responsible applications of photogrammetry, remote sensing, geographic information systems (GIS), and supporting technologies.

Contact:
Lee Corkhill – Diversified Communications – 207.842-5520 lcorkhill(at)divcom(dot)com
For questions about the ASPRS UAS Symposium, contact uasdivision(at)asprs(dot)org
For questions about the ASPRS UAS Certification, contact certification(at)asprs(dot)org Reported by PRWeb 1 hour ago.

Seahawks training-camp primer, from QB to kicker

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Much of the core that reached back-to-back Super Bowls remains in place. And as practices begin, the Seahawks are tied for the third-best odds in Las Vegas to win the Super Bowl at 12-1. With training camp beginning Sunday, here’s a position-by-position review. Reported by Seattle Times 1 day ago.

Female referee replaced after LaVar Ball threatens to pull team off court during AAU game in Las Vegas

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LaVar Ball threatened to remove his AAU basketball team, Big Ballers Brand, off the court Friday after receiving a technical foul during an Adidas Summer Championships game in Las Vegas, which led to the female referee who gave him the technical being replaced mid-game.

“She’s got a vendetta,”... Reported by L.A. Times 1 day ago.

Exclusive: Congress asks U.S. agencies for Kaspersky Lab cyber documents

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LAS VEGAS (Reuters) - A U.S. congressional panel this week asked 22 government agencies to share documents on Moscow-based cyber firm Kaspersky Lab, saying its products could be used to carry out "nefarious activities against the United States," according to letters seen by Reuters. Reported by Reuters 1 day ago.

Exclusive - Congress asks U.S. agencies for Kaspersky Lab cyber documents

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LAS VEGAS (Reuters) - A U.S. congressional panel this week asked 22 government agencies to share documents on Moscow-based cyber firm Kaspersky Lab, saying its products could be used to carry out "nefarious activities against the United States," according to letters seen by Reuters. Reported by Reuters India 23 hours ago.

Hackers scour voting machines for election bugs

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LAS VEGAS (Reuters) - Hackers attending this weekend's Def Con hacking convention in Las Vegas were invited to break into voting machines and voter databases in a bid to uncover vulnerabilities that could be exploited to sway election results. Reported by Reuters 23 hours ago.

Boxing: Joseoh Parker out to prove he's king of the jungle against Hughie Fury

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Boxing: Joseoh Parker out to prove he's king of the jungle against Hughie Fury Joseph Parker has a simple message for those warning of a hostile environment when he fights Hughie Fury in Manchester."They say, are you ready to enter the lions' den?" Parker told Newstalk ZB from Las Vegas, where he's in training... Reported by New Zealand Herald 12 hours ago.

Safe-cracking robot proves nothing is secure

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If hackers want what's on your computer, chances are they can find a way to get it. But what about your non-digital goods? Like, the ones you keep in a safe at home?

Turns out those aren't that secure, either. 

SEE ALSO: It's shockingly easy for hackers to remotely scan and clone your work security badge

This was made abundantly clear at the 25th annual DEF CON in Las Vegas, where professional tinkerer and founder of SparkFun Electronics Nathan Seidle could be found demonstrating an open source safe-cracking robot. Costing around $200 to build, the device uses magnets to attach to the exterior of a safe and is run by an Arduino microcontroller.  Read more...

More about Hackers, Hacking, Def Con, Def Con 25, and Tech Reported by Mashable 19 hours ago.

Official: Man hit 19 times, survives Vegas police shooting

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LAS VEGAS (AP) — A police official says a 37-year-old man was shot 19 times by two Las Vegas police officers but survived after a miles-long car chase and shootout in neighboring North Las Vegas. Assistant Clark County Sheriff Todd Fasulo (fah-SOO’-loh) told reporters Thursday that William Alfredo Chafoya fired five shots during the Monday […] Reported by Seattle Times 19 hours ago.

Wynn Resorts Macau Casino Books $10M "Black Swan" Gambling Loss

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Wynn Resorts Macau Casino Books $10M Black Swan Gambling Loss Wynn Resorts, the casino and resort company controlled by billionaire mogul and former Trump political adviser Steve Wynn, booked a staggering gambling loss that one economist described as a “black swan” during the second quarter when one of its subcontractors in charger of keeping the casino stocked with high rollers lost money for a whole month.

The loss was revealed by Wynn during the company’s second-quarter earnings call earlier this week, when he described how Suncity Group, a junket operator that recruits high-roller clients for the casinos, *brought in clients whose winnings cost the casino more than $10 million in April, *according to Bloomberg.



"On Tuesday, casino billionaire Steve Wynn revealed that a junket operator in his Macau casinos - essentially a subcontractor - *brought in clients whose winnings cost the casino more than $10 million in April, an astonishing swing for a business that can generate profit of as much as $50 million.*





*'We had probably the most unique statistical anomaly in my 50 years of doing this,'* the founder and chief executive officer of Wynn Resorts told analysts on a conference call. *'And that is with enormous volume, one of our leading outlets lost money for the entire month.'"*



The high-rollers made millions, Wynn explained, with the casino on the hook for it.



*“The bottom fell out and all of the players won millions of dollars,” *said the 75-year-old casino mogul.



According to Bloomberg, the loss occurred at the Wynn Palace baccarat tables. The Palace is Wynn’s new $4.2 billion resort on Macau’s Cotai Strip, a market teeming with high rollers. *Macau has a system where junket operators like Suncity bring high rollers to casinos, front them cash and pay for private rooms. The casinos then pay the operators a commission based on the amount their clients bet.*

Though the anecdote was clearly intended to amuse, it also contains some insight into the behavior of Wynn shares following the company’s Tuesday earnings release. *The company’s stock dropped 4% despite the company beating on the top-line numbers as investors raised concerns about weakness in the company’s mass-market business, which tends to be more profitable – and more stable – than the VIP business segment.*

Robert Hannum, a professor of risk at the University of Denver who was interviewed by Bloomberg, explained that a string of losses of this magnitude is extremely unlikely in baccarat, though the game does have some of the best odds for players.



*“The odds are astronomically high,”* he said in an e-mail. *“Of course, black swans do occur and some might say that anything can happen in the casino business.”*



*In baccarat, the house advantage averages 1.2 percent - meaning a player can expect to lose $1.20 for every $100 bet over time. That’s compared with a loss ratio as high as $12 for slots. *The inherent volatility of the casino business, a phenomenon with which President Donald Trump is well acquainted, has forced some resort companies to use creative accounting techniques to prevent a stretch of bad luck from ruining a quarter.



“The volatility of the business has prompted some casino operators to report their results on a hold-adjusted basis, meaning they also tell investors what revenue would have been had winnings been more in line with historical norms.

 

*In January, Las Vegas Sands Corp. blamed one lucky gambler for contributing in part to a $15 million to $20 million shortfall at its new Parisian resort in Macau.* On Wednesday, the company said the volatile high-end baccarat play contributed to a $100 million revenue bump at its Marina Bay Sands in Singapore.”



Wynn is becoming known for his antics during earnings calls. During the company’s Q1 2016 call, Wynn launched into an epic tirade about naked short-sellers before excoriating HFT firms for front-running orders and other market-rigging techniques, saying “have very little respect for the integrity of the trading on the exchange in most stocks.”
  Reported by Zero Hedge 17 hours ago.

Trillium's New SecureSKYE, a Data Mining and Analytics Solution for Auto Insurance Tech

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Paradigm Shift for Auto Insurance, transforming from 'passive safety net' to 'proactive life saver'

TOKYO, Jul 29, 2017 - (JCN Newswire) - Trillium Inc, a leading provider of automotive IoT cybersecurity solutions, this week announced the launch of "SecureSKYE," a data mining and analytics solution for the transportation industry, and enabler for data-driven innovations and applications from the insurance tech industry, at Black Hat USA 2017, the world's leading information security event, held July 22-27 in Las Vegas, Nevada.

With SecureSKYE, 'big data' literally hits the road, allowing for the safe and secure harvesting of the wealth of data from the vehicular sensors - everything from tire pressure to ADAS video streams to g-force. All the information goes into creating a comprehensive, dynamically updated profile of the car and its driver?s performance and health, much like a heart monitor.

Utilizing SecureSKYE's data-mining and analytics capabilities, 'safety-and-security' applications and services such as geolocation-based emergency services, insurance tech solutions including 'Usage-Based Insurance,' 'CyberSecurity-as-a-Service,' 'Forensics-as-a-Service' and even preemptive vehicular maintenance are all made possible.

"In-vehicle telematic control units are not new. However, the cybersecure, mass collection of such telling data on so large a scale represents a golden opportunity for insurers, traditional security and cybersecurity service providers, automotive manufacturers and wireless carriers," says Trillium CEO David M. Uze. "SecureSKYE is fully customizable, to the precise data requirements of our customer's service applications."

SecureSKYE opens the door for insurers to tap new and lucrative revenue pools, making vast markets available for the profitable underwriting of autonomous vehicle and connected car insurance policies, as well as the roll-out of new fee-based services and applications.

"We are now at the cusp of realizing the extraordinary benefits of IoT. Car insurance will be transformed from a 'passive financial safety net' to a 'proactive life saver.' It's a 'win-win-win' for insurers, auto manufacturers and vehicle owners, and positions Trillium as the backbone to provide the protection required in an autonomously driven world," says Mr. Uze.

SecureSKYE is available for implementation in either blockchain or cloud-based formats, and it manages all data with top priority on ensuring privacy and confidentiality of user information. Trillium has delivered SecureSKYE to a Japanese OEM customer.

From Black Hat to DEF CON

After Black Hat comes DEF CON, the worlds's premiere hacker conference, running July 27-30. Here, Trillium's automotive cybersecurity is under attack in the Car Hacking Village by the hacker community, challenged to compromise Trillium's BrainBOX and SecureCAR Server platform - as part of the "Capture the Flag" competition. For details, https://www.blackhat.com, https://www.defcon.org, and for hackers, https://dc25.chvctf.com.

About Trillium

Tokyo-based Trillium Inc was founded in 2014 by a team of executives and engineers from Japan, Europe and the U.S. with extensive experience in automotive networking, cybersecurity, embedded systems and IoT. Trillium provides a multilayered suite of cybersecurity tools - SecureCAR, SecureIXS, and SecureOTA - and data-mining capabilities - SecureSKYE - to protect automobiles and IoT connected devices around the globe from cyber-attack. Trillium is backed by lead investor Global Brain, a Tokyo-based venture capitalist.

For further details, visit: http://www.trillium.co.jp.
For questions and to arrange executive interviews, contact: pr@trillium.co.jp.

Copyright 2017 JCN Newswire. All rights reserved. www.jcnnewswire.com Reported by ACN Newswire 3 hours ago.

How LaVar Ball made a mess of things in Las Vegas

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How LaVar Ball made a mess of things in Las Vegas Reported by ESPN 6 hours ago.

How an 111-year-old brand is trying to make old-fashioned greeting cards relevant for millennials

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How an 111-year-old brand is trying to make old-fashioned greeting cards relevant for millennials· *Since American Greetings went private in early 2013, it has pivoted to a new strategy, focusing on making greeting cards relevant in a digital age.*

· *It has done so by adopting an empathy-laden approach, focused on millennial consumers.*

· *The brand has encouraged meaningful conversations including tough or uncomfortable situations like infertility, for example, and also dabbled in live events*

A young girl walks into a tattoo parlor visibly on edge, shuffling her feet and nudging her hair behind her ear. She settles into the chair, as an artist begins inscribing her wrist. When he’s done, she pulls out a greeting card and we finally see what the tattoo says: "Keep Shining," written in her mother’s handwriting from the card.

"I think she would have liked it," the girl says, confirming that the tattoo wasn’t a rebellious teen act, but rather, a touching tribute to her mother that has probably passed.

"Tattoo," released on Mother’s Day this May, perfectly encapsulates how 111 year-old brand American Greetings is flipping how greeting cards have been traditionally advertised on its head. Since the company went private in early 2013, the company has pivoted to a new strategy, focusing on making greeting cards relevant in a digital age.

"People aren’t sending greeting cards the way they used to just for birthdays or anniversaries," Alex Ho, American Greetings’ chief marketing officer, told Business Insider. "With the communication overload happening today, greeting cards have become a means of deeper, more meaningful connections with the people that most matter to them and those are the connections we’re trying to drive."

It’s not an easy task. The past few decades haven’t been particularly smooth-sailing for greeting card companies. The advent of the internet has hit the industry hard, which is struggling to stay relevant in an age when emoji-ridden texts, ephemeral Snapchat wishes and Facebook wall posts have all but replaced tactile paper cards.  

Between 2011 and 2016, revenues are expected to have declined at an annualized rate of 6 per cent to $401.7 million, according to a 2016 trend report by research company IBIS World. Projections out to 2021 show further revenue declines and fewer sales outlets for greeting cards. American Greetings itself was forced to go exit the New York Stock Exchange after its worth had shrunk by 65 percent back in 2013. (It makes about $1.8 billon in revenue today.) 

In such a landscape, the company believes that an empathy-led approach will help it tap into the millennial mindset. The idea is to reach this audience through real, authentic storylines that play to their lifestyles and interests and help them define how to create meaningful ways to connect with one another, including tough or uncomfortable situations like the one above – or infertility, for example.

"Our advertising strategy is to find these topics that make customers tick, and remind them about the relevance of greeting cards in today’s digital world," said Ho.

The brand also tries to find shared value with its consumers and spark conversations with them that are grounded in some sort of purpose. Back in 2015, for example, the company ran a campaign called "The ThankList," enlisting big names like Arianna Huffington and Elizabeth Banks to encourage people to express gratitude. The card maker asked fans to compile their own lists on a digital portal, where they could thank any people that helped shape their lives. Users’ messages were then aggregated into a collective, immersive digital collage.

Despite the digital disruption, American Greetings believes that greeting cards are complementary to digital communication, whether that’s a snap or a tweet. And so, the brand has also been tapping into experiential marketing to show how greeting cards can coexist with, and in fact, complement digital.

Last year, for example, the company set up shop at the South by Southwest interactive festival in Austin, Texas. It let attendees try out do-it-yourself printmaking and pop-up cards, learn about lettering techniques from an artist, get thread-stitched selfies, fill in a coloring-book mural and even create analog GIFs. 

This year, it upped its game by marking its presence at CES in Las Vegas, piquing consumer interest by talking about "a device like no other." The device, of course, was the greeting card, and the experiential event was a space designed to inspire meaningful conversations in the midst of what is arguably one of the world’s most chaotic trade show. More than 2,400 greeting cards were written and mailed by American Greetings.

American Greetings’ message – especially the focus on uncomfortable topics– isn’t exactly what you would call a safe strategy. But it might end up paying off, said Stephen Boidock, director of marketing and business development at Austin-based agency Drumroll.

"You expect a greeting card company to come to you in one way, and sell packaged holidays,” he said. “But when it makes itself relevant in an actual real life scenario, it makes you think that it actually cares about you and the things that you value."

Its focus on millennials may not necessarily be misguided either. Younger card buyers and those who are more technologically savvy are currently the ones most engaged in buying paper greeting cards online, according to the Greeting Card Association, and the tradition will also likely continue.

"It’s the same reason that vinyl records are making a comeback," said Drumroll’s Boidock. "There's something nostalgic and of value to hand someone something that is handwritten, tactile and can be felt."

Join the conversation about this story »

NOW WATCH: The inventor of Roomba has created a weed-slashing robot for your garden Reported by Business Insider 3 hours ago.

Lots of tickets remain for Mayweather-McGregor — at a price

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LAS VEGAS (AP) — It’s supposed to be the hottest ticket in sports. So far, though, fans aren’t exactly storming the box office to buy tickets for Floyd Mayweather Jr.’s fight next month with Conor McGregor. A check online Saturday revealed hundreds — even thousands — of seats still available from Ticketmaster at the T-Mobile […] Reported by Seattle Times 1 hour ago.

Report: Slow climb continues for G-League MVP Vander Blue, who signs with Lakers

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Blue played with the Lakers during Summer League in Las Vegas Reported by CBS Sports 6 minutes ago.
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