Fujifilm Introduces the instax WIDE Evo Hybrid Instant Camera

FUJIFILM Europe GmbH, Imaging Solutions Division, today announced the latest addition to its popular instax™ line of instant cameras and smartphone printers with the introduction of the instax WIDE Evo™ Hybrid Instant Camera (WIDE Evo), whose unique hybrid format combines the excitement and satisfaction of traditional instant camera functionality with the benefits of digital imaging technology to edit, save and share photo images. WIDE Evo takes these capabilities a step further, with the ability to create wide format images that print onto instax™ WIDE instant film (sold separately), along with a host of other advanced capabilities designed to enhance the photographic image taking experience.

“Like the groundbreaking instax mini Evo™ instant camera that came before it, WIDE Evo offers a creative way to chronicle life’s milestones, creating a bridge between digital and analog photography,” said Shin Udono, Senior Vice President, Imaging Solutions, FUJIFILM

The Instant Evo-lution Continues:

“Hybrid photography gives the photographer the flexibility to choose which images to instantly print, which images to share, and which images to store for later access. WIDE Evo does all of that, in a new wide format body, and with a host of new and improved lens and film effects and modes to enhance the user experience even more. Furthermore, it uses instax™ WIDE film our largest instax™ film format, that gives photographers greater flexibility with even more room to get creative with.”

WIDE Evo outputs high-quality prints directly from the camera. Images can also be printed from a user’s iOS or Android smartphone camera roll using the free instax WIDE Evo™ App. The app also features remote shooting capabilities and additional image enhancement options. Additionally, to inspire creativity and encourage image sharing, the instax WIDE
Evo™ App offers the newly introduced “Discover Feed”, which allows users to explore printed instax™ photos uploaded to the Discover Feed by other WIDE Evo users in a photo gallery format and view their lens, film, and degree effects and film style settings applied. Additionally, using Bluetooth, users can favorite the effects displayed and replicate the combinations on their camera via the App.

 

Features include 

Integrated Wide Angle Option WIDE Evo features the widest lens on any instax™ instant camera, at 16mm. Users can
choose to take images at the standard width, or opt for Wide-angle Mode, which maximizes the camera’s lens capabilities to get all of the action into the photo.

10 Lens Effects x 10 Film Effect Options

100 Combinations Of Creative Expression, Now With Added Degree Control
Like the instax mini Evo™ instant camera, WIDE Evo features 10 lens effects and 10 film effect options, offering 100 different combinations for users to express themselves. WIDE
Evo adds Degree Control, which allows the user to determine the degree to which each lens effect is applied to their image.

6 Film Styles to Enhance The Look Of The Image
In addition to the lens and film effects, WIDE Evo offers 6 film styles to customize images even further, with options including normal, a cinematic look with black bars across the top and bottom of the image, a classic film strip look, a traditional date/time stamp format, a contact sheet look, or a vintage collodion process effect.

Selfies, Storage, and More
WIDE Evo also features a 3.5-inch LCD Monitor on the back of the camera to allow users to view added effects and edits and is supported by a built-in Lithium-ion battery which enables the camera to print up to 100 images per charge, depending on the specific use case. A Micro SD card slot (Micro SD Card sold separately) ensures there’s plenty of room to store additional images for later enjoyment (approximately 45 images can be stored in the camera’s internal memory), while the Selfie Mirror helps users nail selfies every time.

In addition to the new hybrid instant camera, new accessory and film options have also been
introduced:

New instax WIDE Evo™ Hybrid Instant Camera Case

Accompanying the introduction of the WIDE Evo is the instax WIDE Evo™ hybrid instant camera case (sold separately). Made from premium faux leather, the case features an adjustable shoulder strap for optimal carrying comfort and portability. For added convenience, the top portion can be removed, allowing users to keep the camera in its case during use.

New instax™ WIDE Brushed Metallics Instant Film
The instax™ WIDE Brushed Metallics instant film features a metallic, dark gradient border to instax™ WIDE instant film photos. Available in a 10 exposure pack, the film is compatible with all instax™ WIDE instant cameras, the instax Link WIDE™ Smartphone printer, and the instax WIDE Evo™ hybrid instant camera.

Pricing and Availability
The instax WIDE Evo™ Hybrid Instant Camera will be offered in a classic black and grey combination finish at a manufacturer’s suggested retail price of €380.00 (inc, VAT).

The instax WIDE Evo™ Hybrid Instant Camera Case will be offered in black at a manufacturer’s suggested retail price of €45.00 (inc, VAT). The instax™ WIDE Brushed Metallics Instant Film will be offered at a manufacturer’s suggested retail price of €11.50 (inc,
VAT).

All are expected to be available for purchase from 4 th February 2025.

For more product information, visit instax.ie/cameras/wide-evo/

See our instax reviews

 

 

HiiLIFE appointed as official Samsung Climate Solutions distributor in Ireland

HiiLIFE, a leading technology provider for the construction sector, is proud to announce its appointment as the official Samsung Climate Solutions distributor in Ireland.

The strategic partnership builds upon HiiLIFE’s successful collaboration with Samsung in the UK, extending their joint commitment to deliver advanced heating, ventilation and air conditioning (HVAC) solutions to both the commercial and residential markets nationwide.

Charles McAlpine, technical sales director at HiiLIFE, says: “We’re delighted to extend our work with Samsung and become its official climate solutions distributor in Ireland.  This expansion marks a significant milestone in HiiLIFE’s growth strategy, reinforcing our position as a leading technology provider in both the UK and Ireland.

“Samsung introduced its first air conditioner in 1974. Since then, the company has continuously invested in new energy-efficient solutions for cooling, heating, domestic hot water, refrigeration, and smart building technology, setting the standard in the industry. We are excited to bring these advanced climate control products to customers, backed by our dedicated expertise and support.”

HiiLIFE will leverage its extensive industry experience and customer-focused approach to deliver comprehensive sales, design, installation and after-sales support for Samsung’s HVAC products.

Andy Burt, head of sales and business development at Samsung UK and Ireland, adds: “We are delighted to broaden our collaboration with the HiiLIFE team to Ireland, building on our successful distributor agreement in the UK.  HiiLIFE’s expertise and strong presence in the construction sector make the firm an ideal partner to deliver our HVAC solutions to the Irish market.”

For more information about HiiLIFE and the Samsung HVAC systems available in Ireland, please visit https://ie.hii-life.com and https://hii-life.com/climate-solutions or telephone 0838948281.

Why Did EV Sales Fall Off a Cliff in 2024?

A record €616 million in green energy supports were awarded by the Irish government in 2024 to households, businesses, communities and the public sector, according to data published last week by the Sustainable Energy Authority of Ireland (SEAI).

These supports included grants for energy upgrades and renewable energy, including 29,000 grants for solar panels, an increase of 25% on 2023 figures.

However, electric vehicles sales decreased by 24% in 2024, with just 17,459 new electric vehicles registered in the country, compared to the 22,852 sold in 2023.

Despite the fall in sales, more than €52 million grant aid was invested for 12,000 electric vehicles and over 15,400 residential EV chargers.

While EV sales in 2024 were still higher than the 15,678 new electric cars sold in Ireland in 2022, the drop off has become a cause for concern.

One of the main reasons given for the slump in EV sales last year is a lack of confidence among motorists regarding the availability of public charging infrastructure, leading to range anxiety.

There are over 2,500 publicly available charging stations in Ireland according to SEAI figures, which is a much smaller number compared with countries with a similar population.

Norway boasted more than 27,500 public EV charging stations as of Q2 2024, Denmark had close to 18,000 at the start of last year, and Finland had a far smaller but still impressive 3,600 charging stations by late 2023.

Even Lithuania, with a population nearly half the size of Ireland, had over 2,200 public charge points operational by Q3 2024.

A key feature of the decrease in sales in 2024 compared with 2023 figures, is that the slump was clustered around counties in the west and northwest.

In Cavan, 83 new electric vehicles were registered between January and December last year, a 48.77% drop compared with the previous year.

Co. Sligo and Co. Leitrim the north-west saw decreases of 45.9% and 44.83% respectively.

Meanwhile, sales in Co. Clare dropped by 43.36%, and by 42.91% in Co. Mayo.

“The western region saw a decline in electric car sales far above the national average – and this is also where there is less investment in infrastructure,” explained energy expert Brian Kelly of EnergyEfficiency.ie.

“This can be seen as an indication that one of the main reasons for the reduction in sales last year was a lack of consumer confidence in public charging infrastructure,” he said.

Mr Kelly explained that this lack of investment in infrastructure has led to range anxiety among motorists, which has negatively affected sales over the past year.

“Even when there are chargers present along routes of travel, some motorists are finding themselves waiting long periods of time for one to become available,” said Mr Kelly.

“To encourage EV adoption, the new government must take swift action to quell public apathy and concerns around range anxiety by investing heavily in charging stations.”

While the slow roll out of public chargers has hindered ambitious  government targets, Mr Kelly said there is reason to believe that 2025 could be more promising.

“Last December 296 new electric vehicles were registered in the state, up 48.7% compared with the same month the previous year,” he said.

“This is a level of growth far greater than the overall decline seen in the course of 2024.”

There are other reasons for optimism too – last year saw a significant push for the construction of large numbers of new public charging stations along motorways and national road networks, as well as in towns and villages.

Last summer grant funding was awarded through ZEVI for 131 high powered charging stations at locations close to motorways across the country.

Further grant funding to improve the access to EV charging along Ireland’s national roads have also been announced since then.

2025 should also see the implementation of the first stages of the Regional and Local EV Charging Network Plan which aims to increase the number of EV charging stations available in cities, towns, and villages, which may increase public confidence and diminish range anxiety.

1 in 3 Brits think their phone is listening to them

New data from experts at Compare and Recycle reveals how to prevent your phone from stealing your personal data as tech giant, Apple, is accused of selling customers’ conversations.

Technology has brought many enhancements to our everyday lives, from giving us unlimited access to our friends and family to allowing us to research anything at the drop of a hat. But does this come at the cost of our privacy?

New data from Compare and Recycle reveals that 1 out of 3 Brits believe that their mobile phones are listening to them, with Gen Z users being the most conscious about their mobile phone privacy.

This comes in the wake of Apple’s recent £77m settlement after being accused of selling voice recordings via Siri taken from unknowing customers to third parties. While the company hasn’t admitted any wrongdoing, the news has reopened conversations surrounding data privacy regarding our tech.

In light of this, mobile experts at Compare and Recycle, the UK’s leading mobile phone recycling comparison site, have revealed their top tips for protecting your privacy and keeping your personal information safe on your devices.

Experts reveal how your phone could be listening to you

While many of us think that we are safe when it comes to spilling our secrets around our mobile phones, they could, in fact, be shared with third parties without our knowledge. Experts at Compare and Recycle explain:

“Mobile phones provide great ways to communicate with loved ones and friends. But to ensure that you aren’t unknowingly offering up your conversations for consumption, it is important to understand why and when our phones could be listening.

“One of the main ways our phones listen to us is through voice assistant software embedded into many modern devices, including Siri or Google Assistant. To understand our voices and requests, they need to listen to us at length to be as accurate as possible. This often means they will listen to our conversations even when we don’t realise it.

“In addition, some apps will hide sneaky clauses in their terms and conditions that allow them access to your mobile microphone and, as a result, the conversations you have while using the app. This information could then be sold to third parties to be used to advertise products to you more accurately.

“To protect your privacy, always check the T&Cs for hidden clauses before you press accept.”

How to stop your phone from listening to you

Tech and mobile phone experts at Compare and Recycle have revealed how to prevent your device from listening to your private conversations:

  1. Disable your mobile’s microphone: Go to your settings and remove access to your microphone on any apps where your voice isn’t required or is unreputable.

  2. Turn off your phone’s voice assistant: Many phone users aren’t aware of how much their phone’s voice assistant function (e.g. Siri) needs to listen to your conversations to tune its algorithm to the user’s voice. It can even listen without being activated. Disabling this feature in your settings will ensure that the voice assistant cannot use this feature or track your conversations.

  3. Update your phone: Keeping your phone and its apps updated will ensure that it is keeping in line with the latest GDPR laws and regulations.

  4. Use antivirus software: While antivirus software is common on laptops and computers, it can also help protect your mobile phone from viruses that could invade your privacy. Look for any software with real-time protection, or look for smartphones with built-in security.

Erin Mills develops educational website surrounding drug dependency arising from prescribed medications

Erin Mills, a TY student from St. Mary’s Arklow Secondary School, was awarded for her remarkable project, which investigates the effects of drug addictions and dependencies stemming from medications provided by the healthcare system, during the Scifest@Teen-Turn event held in IBM, Dublin.

Through extensive research and analysis alongside her studies, the final result culminated in a website that educates audiences on drug dependencies. The idea for the project, entitled “Breaking the cycle: Evaluating the investment in non-addictive alternatives to current medications”, came from seeking a way to help those struggling with opioid addictions and furthermore attempting to find a solution to drug addiction issues.

When asked what Erin is most proud about from working on the project, she says “My final website. I coded it from scratch and I think it came out really good”. Teen-Turn, an Irish non-profit organisation that provides teen girls the opportunity to gain hands-on STEM experience and the support to acquire qualifications and jobs, provided Erin with company mentors to assist her with research, statistical analysis, and computer programming. Joanne English, Erin’s teacher says “Erin’s idea developed over the 12 weeks through working with the Teen-Turn/Project Squad mentors. Erin worked at a steady pace and always kept on track with her intended goals for the week. The project squad mentors gave Erin valuable feedback on all aspects of her project.”

Erin won 1st place in the Senior Social Science Category Winners and was awarded an iPhone 16, with thanks to contributions from BNY Mellon towards Teen-Turn participants undertaking enterprise and innovation. She also qualified for BT Young Scientist and had the opportunity to present her project to President Michael D. Higgins at the BTYSTE exhibition in the RDS. Through Teen-Turn’s free after school programmes and activities such as Project Squad, secondary school students are informed on education and career options, often leading them to discover new skills and interests. As more girls explore and gain an interest in STEM, this will lead to more women earning STEM qualifications, thus leveling the playing field.

More information on their activities and the supports they provide to girls is available at www.teen-turn.com.

BluePoint is A Free Irish Phone App to Combat Plastic Pollution

Created under the EU-funded BluePoint Project, the app leverages cutting-edge technologies to tackle marine plastic waste while fostering innovative solutions.

Co-director of the Centre for Robotics and Intelligent Systems at UL, Professor Gerard Dooly, said the new app, which is available for iPhone and Android, could also create a pathway for recycling plastic pollution collected along Ireland’s 3,172 kilometres of coastline – the longest coastline per head of population in Europe. “Employing drones equipped with sensors, the app leverages cutting-edge technologies such as infrared (IR), multispectral imaging, LiDAR, and artificial intelligence (AI) to identify and locate plastic waste in natural environments, particularly beaches and can scan vast areas to pinpoint the exact locations of plastic debris,” he said.

Prof Dooly said anyone with a suitable camera-equipped drone could scan any area and upload the data and disclosed that commercial partners plan to incorporate the project’s outcomes, using recycled raw materials to drive a circular economy and promote industry-wide sustainability. “In minutes, the BluePoint app identifies pollution hotspots and can even locate items as small as a bottle cap. BluePoint enables communities to keep their coastlines free of plastic pollution, and we can link them up with companies who can commercialise this waste – it’s a win-win for everybody,” he added.

Team member Mr. Jose Alvarez said the app features an intuitive user interface, making it easy for anyone to navigate and contribute to cleanup efforts. “On top of that, BluePoint offers an augmented reality (AR) mode, allowing users to visualise the plastic waste in real-time and better understand its impact on the environment.

Prof Dooly said BluePoint is more than just an app, describing it as a powerful environmental conservation tool. “By engaging the public and providing them with the necessary information and resources, we can collectively make a significant difference in protecting our oceans and beaches.”

BluePoint is available for download on iOS https://apps.apple.com/ie/app/blue-point/id6720749903 and https://play.google.com/store/apps/details?id=com.glorystats.bluepoint&hl=en_IE

To learn more about the project and how you can get involved, visit  https://www.bluepointproject.eu/the-project.htm.

More tech news

Paleblue the rechargeable battery company here to end single-use batteries for good

When Tom Bishop, founder and CEO, created Paleblue, he did so with one goal in mind – to end single use battery waste for good. With over 10 million single-use batteries disposed of daily in the US, and over 15 billion single-use batteries per year globally, batteries have become a huge contributor to waste and yet a rechargeable solution, though often proposed, has never become a permanent alternative in most people’s shopping habits. 

Enter Paleblue. Paleblue batteries have been created to inspire real change – a better battery with fast-charging, superior performance, and a clear reason to leave disposables behind. Combining the world’s best battery chemistry and USB-C, Paleblue’s products save customers thousands compared to buying alkaline batteries. Focused on improving the utilization of energy and resources through innovation, by identifying areas of waste and creating better solutions,  the Paleblue team have aimed to reduce waste and improve people’s lives. Bishop, the CEO and founder of Paleblue, wants to challenge the way that we speak about and understand batteries – taking the focus purely from capacity to the consistency of performance. 

Paleblue batteries are built for adventure, designed and tested in the field to have the performance and safety needed for outdoor excursion, with the convenience of being quick charging in the field, in a tent, in a truck or back at home – saving time, money and waste. In addition, Paleblue batteries are perfect for the home and over time save families huge amounts of money on single-use batteries. The batteries themselves have a useful chargeable port that uses a USBC port. 

The team behind the brand have an impressive collective resume, with experience at large brands including Skullcandy, Traeger, Goal Zero, Burton, Oculus, and Zero Motorcycles. Since the company’s conception in 2019, Paleblue has sold several million batteries. With each battery having the potential of saving 1000 single use batteries. Sales so far could save the world several billion alkaline batteries and over 100 million pounds of single use battery waste.

“When you need a battery, you need it soon. Like all modern electronics, our batteries charge anywhere, any time by USBC. Beyond just that convenience, it’s really a validating realisation every time I charge our products that I didn’t need to go anywhere, buy anything or throw anything away.” – Tom Bishop, Founder and CEO. 

RRP: 

AA USB-C Rechargeable Batteries £19.99

AAA USB-C Rechargeable Batteries £19.99

9V USB-C Rechargeable Batteries £19.99

C USB-C Rechargeable Batteries £24.99

CR123A USB-C Rechargeable Batteries £29.99

 

Link to Buy: https://paleblueearth.co.uk/ 

How People Analytics Can Revolutionize Your Business’s Human Resource Strategy

The role of human resources (HR) has evolved significantly. No longer confined to administrative tasks, HR is now a strategic partner in driving organizational growth. A key element of this transformation is people analytics—a data-driven approach to managing and optimizing a workforce. By leveraging advanced analytics, companies can uncover valuable insights into employee performance, engagement, and retention. This shift is redefining how businesses approach their most important asset: their people.

Understanding People Analytics

People analytics involves collecting, analyzing, and interpreting workforce data to make informed HR decisions. It combines data from various sources, including employee surveys, performance reviews, attendance records, and even communication patterns. As we can see at TalentNeuron, the goal is to identify trends, predict outcomes, and create strategies that align with organizational goals. For example, businesses can use analytics to pinpoint factors contributing to high employee turnover or to forecast workforce needs for future growth. With the right tools and expertise, people analytics empowers HR teams to act proactively rather than reactively.

Enhancing Recruitment and Talent Acquisition

Recruitment is a cornerstone of any successful HR strategy, and people analytics can revolutionize this process. By analyzing historical hiring data and market trends, companies can identify the traits and skills that correlate with high performance in specific roles. Additionally, predictive analytics can assess the likelihood of a candidate’s long-term success within the organization. This ensures that hiring decisions are not only based on intuition but also grounded in data, reducing costs associated with turnover and bad hires. The result is a more efficient and effective recruitment process that aligns with business objectives.

Boosting Employee Engagement and Retention

Employee engagement is a critical driver of productivity and organizational success. People analytics provides HR professionals with tools to measure and enhance engagement levels. By analyzing feedback from employee surveys, performance metrics, and workplace interactions, companies can identify factors that contribute to job satisfaction or dissatisfaction. For instance, analytics might reveal that certain teams struggle with workload balance or lack opportunities for growth. Armed with these insights, HR can implement targeted initiatives to address concerns, fostering a culture of engagement and loyalty.

Optimizing Workforce Performance

One of the most impactful applications of people analytics is in optimizing workforce performance. By tracking performance metrics and identifying patterns, HR teams can recognize high-performing individuals and teams, understand what drives their success, and replicate these strategies across the organization. Furthermore, analytics can pinpoint areas where employees may need additional training or support, ensuring that development programs are tailored to individual and organizational needs. This targeted approach not only boosts performance but also creates a more empowered and capable workforce.

Promoting Diversity and Inclusion

Diversity and inclusion are more than just buzzwords—they are critical components of a thriving workplace. People analytics can play a vital role in promoting these values by identifying disparities in hiring, promotions, and pay. For example, analytics can highlight if certain groups are underrepresented in leadership roles or if there are unexplained wage gaps. Armed with this information, HR teams can implement data-driven initiatives to create a more equitable and inclusive workplace. Such efforts not only enhance organizational culture but also improve business outcomes, as diverse teams are proven to be more innovative and effective.

Improving Strategic Decision-Making

Incorporating people analytics into HR strategy transforms decision-making from a subjective process into one based on evidence and data. This data-driven approach enables HR leaders to align their strategies with broader business goals. For instance, predictive analytics can forecast workforce needs based on business growth projections, allowing HR to plan recruitment and training efforts accordingly. Additionally, real-time dashboards provide insights into key metrics like employee turnover, enabling HR to act swiftly to address emerging issues. This proactive strategy ensures that HR is a partner in driving organizational success.

Overcoming Challenges in Implementing People Analytics

While the benefits of people analytics are undeniable, implementing such a system is not without challenges. One major hurdle is data privacy and security, as employees are often wary of how their data will be used. To address this, companies must establish clear policies and ensure transparency in their data practices. Another challenge is integrating analytics tools with existing HR systems, which may require significant investment in technology and training. However, by approaching these challenges strategically, businesses can unlock the full potential of people analytics and create a more data-driven HR function.

People analytics is revolutionizing how businesses approach their human resource strategies. By leveraging data to make informed decisions, companies can enhance recruitment, boost engagement, optimize performance, and promote diversity. While challenges exist, the benefits of implementing people analytics far outweigh the costs. As businesses continue to embrace this data-driven approach, they will unlock new levels of efficiency, innovation, and success. For organizations looking to stay competitive in today’s dynamic environment, people analytics is no longer a luxury—it’s a necessity.

Paysend Celebrates 10 Million Consumer Customers Milestone

In a significant milestone for the fintech industry, Paysend, the UK-based global payments platform, has announced reaching 10 million consumer customers worldwide. This achievement underscores Paysend’s remarkable growth and solidifies its position in the cross-border payments market, which is projected to reach USD$ 60 trillion by 2030. From its beginnings as a visionary startup, Paysend has evolved into the world’s largest digital payment network, embodying its mission of delivering the simplest money transfer solutions globally.

A certified processor for Mastercard, Visa, and China UnionPay, Paysend is known for its commitment to transparency and accessibility. The company’s innovative payment infrastructure facilitates seamless money transfers to cards, wallets, and accounts in over 170 countries from more than 50 sending locations. This extensive reach caters to individual consumers and enterprise clients alike, attracting partnerships with industry leaders such as Mastercard and Western Union, as well as innovative firms like Deel, underscoring Paysend’s growing influence in the global payments ecosystem.

Abdul Abdulkerimov, Founder and Executive Chairman of Paysend, commented:

“This milestone reflects the significant impact our payment technology platform has on millions of consumers and enterprises worldwide. As the largest global digital network with over 25 billion endpoints, our mission is to simplify international payments for everyone. We extend our heartfelt thanks to all our customers with great pride and gratitude.”

Paysend’s dedication is reflected in its impressive metrics: over 15 million downloads of the Paysend app on Google Play and an 85% ‘excellent’ rating from more than 34,000 Trustpilot reviews. Despite these achievements, Paysend considers them just the beginning of its journey, with an unwavering focus on continued growth and innovation.

Jairo Riveros, Group Head of Strategy and Managing Director for the Americas, added:

“Reaching over 10 million consumer customers worldwide is a testament to the strength of the extensive network we’ve built with our strategic partners. Our commitment remains steadfast: to make money transfers simple, fast, and accessible for everyone, including the unbanked. We sincerely thank our customers and partners for their trust and support.”

Paysend continues to drive innovation, highlighted by the 2024 launch of “Libre,” a groundbreaking feature that enables money transfers using just a phone number. This advancement reinforces Paysend’s position as a leader in payment technology and as the world’s largest digital payment network. Additionally, Paysend’s partnership with TelevisaUnivision, the largest Spanish-language broadcast network in the U.S., provides a unique opportunity to connect with the world’s largest remittance market, amplifying the company’s reach and impact and further solidifying it as a frontrunner in the cross-border payments market.