Proximity Marketing: Its Application & Benefits for Businesses

Proximity Marketing: Its Application & Benefits for Businesses

In order to increase their bottom line, business heads need data that can generate information about their customers, both one-time and recurring. Information such as likes & dislikes, time spent at a particular store/point, and engagement with other recreational zones among others when gathered can then be used for planning an effective proximity marketing strategy.

What is Proximity Marketing?

Proximity marketing, the new wave for large facilities help communicate with their customers in real-time while personalizing notifications right to their Smartphones. It is a system that uses technology to directly communicate with customers via adaptable devices. This is the modern way of targeting the visitors and the best part of it is that it engages them as well.

Isn't that a great news for large facility marketers?

How Does Proximity Marketing technology Work?

First of all, we need to understand the fact that this feature can be enabled with an indoor positioning platform only.

Once integrated into a Smartphone app, proximity marketing works to fine-tune the approach of the facility to improve customer experience and engagement.

Go through these points to know how it works:

1. Firstly, beacon technology is deployed within the facility, within the range of the store.
2. Bluetooth enabled Smartphones detect these signals and send the ID number attached to these signals to the cloud server.
3. Now with the help of this ID number, the server responds accordingly and sends notifications to the respective customer in the form of discounts, new products, feedback, or even greetings.

Hence, proximity marketing works best for both entities, the customers and the management. This survey has more details.

shopping-mall

Proximity Marketing with Beacons - The Fifth 'P' for Business Marketers

A renowned marketing professor Edmund Jerome McCarthy from America in his book titled Basic Marketing proposed this concept of 4Ps of marketing in the 1960s. The 4Ps being Price, Promotion, Product, and Place, the basic marketing mix.

Today, with rapidly growing market trends and indecisive customers, the need for the fifth P has evolved and, therefore, Proximity Marketing. Visitors in large facilities are looking out for something that can notify them with exclusive offers even before they explore the store.

Here it is then, with proximity marketing with beacons, facility heads can target their customers based on their previous interactions, and make them avail discounts, made exclusively for them.

Proximity marketing with beacons becomes very important in order to seek the attention of the digitalized masses of the 21st century.

Proximity Marketing with Wi-Fi

Ever heard of Wi-Fi being used as a proximity solution? No right! However, with the widespread usage of Wi-Fi among the masses, marketers are now using it to send notifications. With the help of Wi-Fi hosting website, managements of the facilities will be able to send location-specific content to the visitors. Technically, Wi-Fi is not the best fit for proximity based marketing though because of the less accuracy it provides.

Proximity Marketing with RFID Based Systems

The most common usage of RFID tags is to track store products and inventories in warehouses. After its introduction in 2003, it received great recognition from the masses, however, it was ephemeral.

The biggest challenge for the large facility owners in deploying this technology in their facilities was it required various components. Tags, readers, apps, and much more such hardware is required to setup an RFID technology.

In short, it needs a substantial amount of investment upfront as it does not inherit compatibility with mobile or other platforms.

So, proximity marketing with RFID is a costly affair and business heads have too many pockets to feed.

The traditional strategy of sending push notifications and discount coupons to visitors is long gone. It is time now for personalized content delivery. The role of the modern proximity marketing is to enhance and attract the customers' store experience and in the process build genuine loyalty and gather feedback as well.

With proximity marketing in industries such as shopping malls, aquariums, museums, convention centers, warehouses, among many. the scope for enhancing their visitor experience and increase in bottom line is much certain.

Additional Benefits of Proximity Marketing Solutions

Apart from notifications, enhanced customer experience, and customer personalization, it can offer benefits such as:

• Customer Engagement - It is already an observed fact that more than 75% of customers have associated themselves with a Smartphone app to avail the benefits of proximity marketing while they are shopping.

• Customer Insight - To know what your customer is looking out for is impossible but with proximity marketing, the entire purchase map of your customers can be gathered at the end of the day and, henceforth, you can drive your consumers in their future visits.

proximity-marketing

• Hyper Customer Personalization - Based on the data you gather on each customer, the mall heads can hyper customize the selected customers with much higher discounts as a token of gratitude. This will certainly double the visitor engagement.

• Higher Conversion Rate - The fact that your interaction within the facility is recorded and customized, the consumers are by nature motivated to buy. Therefore the conversion rate of engaging will convert to buying.

• Mass Personalization - Multiple customers at once can be personalized with each one's data scrutinized digitally to avoid any form of miscommunication or confusion.

The leading retailing businesses across the world like McDonald’s, IKEA, Amazon Go Store, etc. have already integrated proximity marketing within their businesses and have improved their bottom line.

proximity-marketing

Proximity Marketing Will Create a Win-Win Situation for Businesses

Looking forward to the near future, business heads will use this technology to collect critical visitor behavior data and allow them to engage them in a better way which eventually will result in a healthy RoI.

However, proximity marketing is not confined to beacon technology alone. Depending on the facility and the services it demands and their budget, marketers will have to pick the relevant one and break the gap between online and offline customers to reach out to larger visitor segments.

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

Types of Indoor Positioning Systems [Key Features of Indoor Navigation, Magnetic Positioning and Indoor Localization Technologies]

Types of Indoor Positioning Systems [Key Features of Indoor Navigation, Magnetic Positioning and Indoor Localization Technologies]

Indoor positioning is the most commonly used umbrella term which includes all of these ‘indoor GPS’ technologies. However, when observed closely at the technological platform they thrive on, the rationale for using these varied terms to describe them individually becomes self-explanatory.

Indoor navigation, magnetic positioning, and indoor localization refer to technologies adopted by large facilities to help them locate objects, spaces, or people inside the facility where the satellite-enabled Global Positioning System (GPS) does not work due to the infrastructural elements such as walls, cabin material, glass, etc. In order to counter this challenge, Indoor Positioning Systems (IPS) use a wide array of platforms to enable users locate and navigate within a facility, wayfinding to their points of interest.

Types-of-indoor-positiong

One of the primary reasons for incorporating this technology within a large facility is the flexibility it offers inefficient facility management. Once adopted, users can effortlessly locate, navigate and way find on their smart devices.

An extension of these technologies makes Location Based Services (LBS) possible as well.

Indoor Positioning Technologies - Key Features

So what are the key features of these three positioning technologies? What industries can they be adopted by to help manage the facility better? Which is the most cost-effective type?

It has been eruditely mentioned in an article in 2013 that for this technology to be successful and arrive at a point where precision becomes the norm, a combination of technologies such as Wi-Fi, Bluetooth and Ultrawideband may be the answer. Towards the end of the article even leveraging benefit from Internet of Things (IoT) was mentioned, which as we know today, is a reality that has emerged faster than it was predicted.

The table below lists these three terms against parameters used to identify them. With growing focus on the applicability of these technologies, as mentioned in this highly engaging feature, it is important to understand the fine differences between these three terms as well.

Indoor Navigation Magnetic Positioning Indoor Localization
Used for Navigating inside a large facility Locating people or objects inside a building Locating a device or a user inside a building
How does it work? Uses radio waves, acoustic signals, and other sensory information Uses magnetic sensor data from a Smartphone Recommended for use with Wi-Fi & IoT
Technology platform Wi-Fi, Beacons, Bluetooth, Radiofrequency Magnetic Fields within a facility Wireless Infrastructure with IoT
Accuracy 80% and above 90% and above 95% and above
Industry applicability Office Spaces, Wildlife Parks, Resorts, Shopping Malls, Convention Centers Office Spaces, Shopping Malls, Warehouses Hospitals, Shopping Malls, Disaster Management
Indoor Data Tracking Possible Possible Possible
Additional Infrastructure Wireless Infrastructure, Beacons, etc None Wireless Infrastructure
Cost Subject to hardware installation Comparatively cheaper Subject to hardware installation
Works as a mobile application? Possible Possible Possible

What can be gathered from the above chart is that using an IPS will have to be based on the industry it is set to be implemented in.

However, as has been written about in our earlier blog posts, a facility needs much more from a mobile application than positioning and navigation alone.

Hence, the success of any of these three technologies lies in seamless integration with other features like indoor navigation which would help in superior facility management.

How Important is Accuracy and How Accurate is an IPS?

Let’s not forget the fact that an IPS should not be evaluated by its accuracy alone, though accuracy defines the effectiveness of the technology. And with recent improvements in algorithms, it’s much safer now to call IPS the most accurate technology for navigating as GPS systems do not work effectively indoors. This journal article has plenty of details on the accuracy of an IPS.
indoor-navigation-system

Tracking People and Objects

The safety & security of people and objects is assured with IPS as it can control people and restrict them to certain areas. Also, it gives a visual overview of all the personnel within the house which makes it easy to monitor.
IPS plays an important role in facilities that need to track personnel and ensure accountability of their safety as well. For instance, while someone (personnel) is in a static position in a space not meant for them, this technology will identify it and notify the management instantly.

Additional Benefits of IPS on Tracking People and Objects:

• Protection from theft and misplace of assets
• Assurance of tracking compliance and protocol
• Helps avoid accidents and enhances the safety of the workers and the visitors
• Tracks suspicious gestures and optimal employee accountability

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

Indoor Positioning Systems in 2019 and Beyond: Applicability and Consumption

Indoor Positioning Systems in 2019 and Beyond: Applicability and Consumption

While Indoor Positioning Systems (IPS) gain further ground amongst large facilities for optimal facility management, we present to you IPS trends from 2019 and beyond, and how they can impact visitors at healthcare centers, museums, shopping malls, educational centers; transportation spaces such as airports, railway stations, parking lots; recreational spaces such as resorts, theme parks, public parks, sports stadiums, etc.

In this post, we discuss the various aspects of how the Indoor Positioning System can be applicable to diverse industry segments while looking at consumption practices of users/visitors in a facility.

 Indoor Positioning analytics

Interoperability

IPS can be seamlessly integrated with existing technologies for enhanced user experience. For instance, it is possible to combine outdoor to indoor navigation with bookmarking while using this same tech platform as a collaboration tool as it can support messaging and notifications.

When used on a Smartphone, users can navigate to a particular store in the mall to avail an offer by following precise directions right from their home.

Cost of IPS Installation & Operation

When compared to the advantages of an IPS offer, the cost of installing the preferred platform is not much. However, the onus is on the facility to arrive at the right tech as the cost of hardware depends on the specifications of the facility.

However, in 2019 and beyond the cost of hardware as well as operating the IPS will get cheaper as more players emerge in this market.

Cross-Platform Availability

It is only a matter of time before IPS tech will be made available across media platforms such as Smartphones, tablets, kiosks, and digital screens.

This means that users can have continual access to a navigational path while locating a point of interest even if their primary device is occupied with other operations.

Indoor Positioning

Indoor Positioning Systems – Consumption Predictions

Let’s take a space like a Zoo for example – most visitors do not spend quality time at every enclosure as there are constraints of time and routing. When a solution such as a wayfinding tech can be accessed by visitors at the Zoo, it becomes effortless in planning their day better.

Sooner or later visitors at facilities such as museums, resorts & theme parks among others will have a better impression of the venue when navigation tech on their Smartphones can resolve pertinent issues related to indoor positioning and navigation.

Indoor Positioning systems

Marketing Gamification

A holistic tech platform can double-up as a bridge between facility owners and their customers during event planning, registration, and execution.

In addition to this, venues can themselves use push notifications for keeping their customers aware of the latest deals and offers.

Emergency Management

Large facilities need top-notch security and emergency management to ensure the in-hue populace is made aware of exit routes and safe paths whenever there is an emergency situation caused by natural or man-made reasons.

Relaying vital information during untoward situations to secure life and limb of people at a facility needs a holistic tech platform which can communicate effectively and quickly. Moving forward visitors themselves are going to visit the venue which has all loose ends tied up.

Workforce Productivity Enhancement

When office spaces adopt an indoor positioning system, it directly translates into better workforce productivity as activities such as collaboration through messaging & calling, hoteling & reservation, and event scheduling and management among others.

As data generated through the above-mentioned activities records time spent, locations visited, and assets accesses, workforce productivity can be optimally monitored.

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

How Wi-Fi and Bluetooth Enable Functioning of Indoor Positioning Systems (IPS)

How Wi-Fi and Bluetooth Enable Functioning of Indoor Positioning Systems (IPS)

Wi-Fi and Bluetooth technologies in large facilities can be availed to enable indoor positioning systems for better asset management and indoor location tracking. Here is a brief exposition of how the technology works using various wireless systems.

At the outset, let’s understand that indoor positioning technology is an umbrella term with many connotations, yet referring primarily to indoor positioning and indoor navigation. Based on a facility’s requirements, the adoption of different types/mediums such as Wi-Fi and Bluetooth are used in order to serve several purposes, with positioning and navigation being predominant.

Also, read our blog All You Need to Know About Indoor Positioning and Navigation Systems

How Does an IPS Work?

In this hi-tech era, we hardly hear people getting lost in a new city or navigating to new places in their place of domicile as Smartphone’s with internet and GPS enabled in them make locating points of interest an effortless, and sometimes an enjoyable task.

However, how do we navigate when we are indoors in a large facility such as a shopping mall, a healthcare center, an educational institution, or a place like an amusement park?

Much like how GPS helps us navigate outdoors,  enabling IPS with the help of Bluetooth, Wi-Fi and Sensors can aid visitors in wayfinding and reaching their desired spaces with ease inside a facility.

IPS works through several categories such as:

Proximity Positioning- With the help of a receiver or a device, the proximity of the locations are detected and delivered as output. These proximity-based systems have the ability to detect the general location of a person, object or service rooms within the facility based on several technological platforms such as:

Indoor Positioning System

  • QR Codes / NFC tags
  • Bluetooth
  • Visible Light Communication (VLC) devices
  • Wi-Fi Access Points
  • Ultrasound devices

Fingerprint Positioning- This system is built through signal measurements across the facility to compute the position of the visitor. However, it is hypothetical because every position within any facility is almost unique and incomparable to the other.

This system is most commonly used to improve the accuracy of other positioning technology within the facility and moreover, combining multiple sources can increase the accuracy of the technology which can eventually lead to productivity. Similar to the above system, fingerprinting also uses similar technological platforms such as:

  • Bluetooth
  • Wi-Fi
  • Magnetic field

Apart from Bluetooth and Wi-Fi, there are other platforms as well which chip-in based on the implementation costs and the precision in locating the visitor intended destination within the facility.

The chart below will give you a deeper understanding of indoor tracking.

Indoor Tracking

Just like the way GPS functions outdoors, it is IPS that does it indoors. Often placed in large facilities like shopping malls, zoos, convention centers, resorts, etc. IPS aids visitors on a real-time basis displaying pathways and shortest routes while ensuring management of these facilities obtain necessary data to make more informed business decisions.

IPS is in itself a technology which is blended with a combination of other technologies to provide the best possible precision and accuracy for visitors at large facilities.

Fingerprinting and proximity positioning can together increase the rate of accuracy as high accuracy is the need of the hour in indoor tracking services.

Not all facilities require precision and accuracy but facilities that have large tracts of the area and huge infrastructures need to deploy IPS to serve the twin purposes of indoor positioning and indoor navigation within the facility.

 

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

All You Need to Know About Indoor Positioning and Navigation Systems [Indoor Navigation & Wayfinding]

All You Need to Know About Indoor Positioning and Navigation Systems [Indoor Navigation & Wayfinding]

The usage of technology by people across the globe has evolved over time in relation to their lifestyles, aiming to alleviate common problems. In extension to the satellite-based Global Positioning Systems (GPS) which works for navigating outdoors and wayfinding to points of interest, a growing trend which is set to become commonplace is the usage of indoor positioning and navigation technologies which help with pathfinding within large facilities.

Outdoor GPS navigation apps are among many such applications which guide people in exploring new places, be it in a crowded city or a remote village. However, even today navigating within large indoor locations is a common challenge which visitors face in large venues such as medical facilities, shopping malls, or transportation hubs.

Indoor Navigation System

Indoor Positioning and Navigation Systems

Plenty of applications and software play an umbrella role while offering services to its users, and this technology is one among them. The term umbrella here refers to a variety of features integrated onto a single platform, serving diverse purposes.

Wondering what’s so great about it in this digital world?

This system can primarily serve as an indoor location tracker with attendant features complimenting its own services. Only a few apps offer a multitude of services to ensure holistic operational efficiency.

These applications work using the following four technologies:

  1. Wi-Fi
  2. Bluetooth
  3. Beacons
  4. Ultra-wideband

Indoor Navigation and Wayfinding

Where will Indoor Positioning and Navigation Systems Fit In?

Not many apps or technologies fall under two polarities that are different in nature; this is the case with this system as well. Whether the venue is small, big or massive, this system can be adopted for better visitor engagement and result in an increased bottom line for the facility owners.

However, the recommended optimal application of the technology is that for large facilities like airports, convention centers, zoos, etc., a facility’s economy can be measured by looking at the number of people who regularly visit large venues mentioned above.

Also, read our blog What Are Indoor Maps?

Here are some of the Most Common Challenges in Large Venues

Technology
It’s not easy to keep up with technological trends in this modern day as every other day there is a technological upgrade that takes place. Especially, in the case of large venues, it becomes even more cumbersome work. Also, for technological progress to take place in large facilities, it needs to meet with the budget allocated by the venue.

Time Management
Time constraint can be a challenge for anybody and anything irrespective of the size and power of it. Managing time becomes important to reach the objectives designed for the progress of a person, company or even a large venue. Therefore it is advised to plan by outlining your short term vs. long term goals and not being hasty while managing time. Only technology can divide and share the burden of manpower in large venues.

Crowd Management
Managing crowds is the biggest challenge large venues face. However, with an organized route guide within the venue, it can be resolved to an extent. Venues which have been catered to with technology have seen drastic changes in regards to managing and monitoring the crowd present within the venue. This system can offer plenty of services in venues that accommodate large groups of people at once.

How Indoor Positioning and Navigation Systems Can Help Large Facilities?

Large facilities have common challenges irrespective of the services they offer to the visitors and indoor positioning systems can combat those challenges with ease. Challenges like pathfinding, locating a person, store, or a facility and much more, let’s see how this technology can resolve such issues.

Self Monitoring Path Guide in Large Venues
It can be the path guide for visitors in huge facilities that generally need a local in order to explore the venue optimally. With large interior spaces commonly functioning on geo-referenced data with Wi-Fi access points on each corner and also Bluetooth beacon signal strengths within the buildings, it becomes easy for this system to function and serve their visitors.

In order for visitors to have a productive visit to public venues like airports, stadiums, or within a private space like an office facility, warehouse or a manufacturing facility, they need a proper guide that can wayfind and navigate them to the desired location. With the right technology, big spaces can monitor their visitors within the venue effectively.

Cuts down Unnecessary Wandering in Large Venues
Most visitors in large venues happen to spend a lot of time wandering through the facility unreasonably, fetching nothing in the process. Time constraint becomes one of the major challenges for the management of today’s large venues. This technology becomes very appropriate for venues that have pre-configured time slots like museums, zoos, airports, etc.

While exploring venues which offer a plethora of services, visitors need to plan their day according to time constraints so as to make the best out of the visit. When a facility integrates its operations with an indoor positioning system, there results in a productive interaction between the visitors and the management of the venue. Most visitors leave the venue due to lack of relevant communication generated by the facility management, which could eventually be considered as a loss of potential customers and a decline in revenues.

It serves not just the visitors but also the management of the venue with its end to end functionality. Large facility managers have a million things to do every day; attending budget meetings, consulting vendors, answering emails and much more. Besides these, there are employees with questions, management concerns and issues that need to be sorted. And all this needs to be done before the end of the day! Managing time, therefore, becomes a big challenge for a facility manager. Indoor position and navigation technology can be the right choice as it can help manage a wide range of locations, spaces, services, and assets critical in today’s fast-paced world.

Adopting Technology That is User-friendly
There is a prevalent notion among visitors that the management of large venues doesn’t really focus on significant visitor experience areas, which eventually affects their average visitor engagement ratings. They don’t realize that interfaces of most technologies tend to be overly complicated which could lead to disinterest from the visitors’ end. But in case of this technology, the users are presented with a friendly interface to engage them thoroughly in order to maximize their day at the venue.

Also, the management of a large venue needs to keep in mind the visitors who use this system regularly are not just young people but could be middle-aged and sometimes old as well. It is commonly accepted that technology is built for the next generation to benefit but, according to a survey by Pew Research Center, it says that over 62% of adults use technology in the form of smartphones, desktop computers, laptops and tablets for browsing the internet and relevant gain information.

Future of Indoor Positioning Systems is going to be Revolutionary

The trends in technology change with time and that’s how it has enmeshed with the lives of people in each era. Similarly, for future users technology has extensive benefits to offer.

Let’s go through one such example…

Technology can sometimes, in fact, most of the times make us realize the ‘awe’ factor with its innovative and futuristic creations.

oblu: A Shoe-Mounted Indoor Positioning System
For outdoor navigations, there is still scope for people to use traditional ways to communicate and find their paths but in case of indoor navigation its becoming way to tough to communicate for navigation.

oblu is an Arduino compatible, miniaturized, low cost and open source inertial sensor targeted towards wearable motion sensing applications. oblu is a shoe-mounted pedestrian dead reckoning (PDR) system that can tell the users to change direction and location according to their destinations. It’s available as a configurable development platform and can report position data to a Smartphone via its onboard Bluetooth module.

Shoe Mounted Indoor Positioning System

Note: The image and the information are curated from a blog published on Medium.

oblu is suitable for applications with space constraints, e.g. wearable motion sensing. It can also be used as a wireless IMU with the help of onboard Bluetooth. Presence of onboard floating point processing capability, along with four IMUs array, makes sensor fusion and motion processing possible within the module itself, which in turn results in very accurate motion sensing.

The features of this future technology are quite futuristic and it is inevitable that once this techno is on board it is going to create a revolutionary impact on the users and the populace on the whole.

Features of this technology are:

  • Four 3-axis Accelerometer
  • Four 3-axis Gyroscope
  • 32 bit FP microcontroller
  • USB battery charging
  • Li-ion battery operable
  • BLE 4.1 and USB interface
  • JTAG programmable
  • Digital output

The future is bright for the next generation users and/or visitors of large venues!

It seems that we will see more applications or technologies powered with UWB (Ultra-wide band) location detection in the future as the price of the hardware and software solutions is going to rapidly decrease due to the commonality it has reached. Augmented Reality (AR) experiences will play a role with UWB as precise location and direction information opens the doors for even richer AR apps. Locatify’s focus is on making location-based apps for augmented reality audio and indoor navigation apps. In the future, the UWB hardware may well be built into smartphones and could be part of headphones as well.

Overall, in large venues, there is always a need to find ways to a specific location which may not be possible with manpower alone. Technology can be a better alternative for that job. With applications that can enhance the visitor experience and take it to the next level, new age applications need to be co-opted in order to serve present and future purposes.

The management of large venues is looking out for applications that can offer indoor wayfinding and navigation as their primary function, followed by features that can obtain vital user data from visitors in order to make more informed management decisions.

Most of the venues have a bunch of points of interest in their venue and navigating them is just not enough. An indoor positioning system that has exclusive features such as schedule or register for an event, pre-scheduling their day in terms of their points of interest, marketing integration and much more can smoothen the functioning of large facilities.

About Pigeon

Pigeon is a positioning and navigation solution built for the enterprise.

Based on Geolocation tech, Pigeon aids in indoor positioning, indoor navigation, asset tracking, indoor location tracking and event management among others.

Pigeon’s real-time location tracking technology enables location based services for shopping malls, healthcare facilities, corporate campuses, and museums to name a few.

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