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AI maps tastes and habits and sends notifications via mobile phone to convince consumers to buy

E-Commerce Update
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AI maps tastes and habits and sends notifications via mobile phone to convince consumers to buy

Push notifications – or push notifications – are those alerts we receive through apps or websites on our smartphones. The types of push notifications can vary widely, from contact maintenance reminders, sales promotions, payment reminders to service status updates, creating personalized opportunities for interaction between companies and customers.

According to specialist Victor Okuma, country manager of Indigitall in Brazil, this technology is evolving, making it possible to identify trends for this resource by 2025. Indigitall is a Spanish platform that recently entered the Brazilian market. Among other contact and relationship channel automation solutions, the company is a reference in the development and supply of push notifications in the global market, including integration with artificial intelligence. "AI, for example, can be used in push notifications to map consumer preferences and habits, ensuring that messages arrive at the right time and with the appropriate content," she explains.

According to the expert, the top five Push Notification trends for the next year are:

01 – Use of media (gifs, images and videos)Push notifications are evolving beyond simple informational texts, incorporating multimedia content such as gifs, images, and videos, providing a more engaging experience for the user. This not only highlights the communicated product or service but also makes the notification more interactive and visually appealing, increasing the chances of being accessed by up to 45% compared to a normal push notification and thus establishing itself as a powerful engagement channel.

02 – Interactive buttonsWith the addition of buttons, push notifications offer direct action options such as "Buy now," "Learn more," "Chat on WhatsApp," or "Add to cart." This approach simplifies user interaction with the brand, reducing the number of steps needed to complete an action, such as making a purchase or accessing an offer. These buttons are still customizable with multimedia content, such as gifs and images, resulting in a higher conversion rate.

03 – Artificial intelligenceThe integration of AI into push notifications is becoming a dominant trend. AI is capable of identifying the best communication channel with the customer, such as WhatsApp, email, or website, and can optimize campaign targeting based on previous interactions. Furthermore, AI determines the ideal moment to send the notification, increasing engagement chances. In other words, the brand's message tends to reach the consumer at the moment when they are most likely to open, read, and stay connected to the app or the company's website, explains Okuma. "This enhances the effectiveness of the campaigns," he/she/they completes.

04 – Segmentation by groupsAdvanced tools enable much more precise and efficient segmentation of customer profiles, using behavioral, demographic, and individual preference data. This allows grouping users into specific segments, such as purchasing habits, interests, interaction history, and even geographic location. With this segmentation, push notifications respect the right context and the most opportune moment for interaction with the brand, significantly improving the user experience.

05 – EncryptionAs a trend, encrypted push notifications are arriving, meaning those that preserve privacy and ensure the security of exchanged information, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the entire communication process. With this feature, companies offer a safer and more reliable environment, increasing customer trust when interacting with the brand through push notifications and other forms of digital communication. This technology is widely used by banks and financial sector companies, often replacing channels like SMS with encrypted Push notifications.

06 – Centralization of communication through a “Customer Journey”:The Indigitall specialist observes that, just as important as the mentioned items, are automation, integration, and centralization of a company's communication channels with its audience. The unification of this entire flow into a single platform allows brands to access privileged information, cross-reference data, and from there, adopt practices and strategies that are highly customer-centric, which will later lead to greater engagement with promotional messages notified via push. The Indigitall executive describes: "For example, after a checkout on the website, the customer can receive a message from the company via WhatsApp or email – even an audio message from the company's CEO thanking them. This generates satisfaction. Subsequently, when receiving a promotional push notification, the customer will be more likely to open it. It's the type of solution that the manager defines as a complete flow of the entire customer journey, automated and integrated into a single platform, 'one of Indigitall's differentiators,' as he emphasizes.

According to the Indigitall executive, these innovations demonstrate the growing impact of technology on the global scene, with companies from various sectors seeking more efficient and personalized solutions. A startup, for example, is present in 14 countries, serving more than 200 clients, including major brands such as Claro, Movistar, Televisa, Starbucks, Carrefour, Bankinter, among others. Two of the biggest football clubs in Spain and the world, located in the Spanish capital (home city of Indigitall), are also clients: Real Madrid and Atlético Madrid.

Headquartered in Spain, the company is especially focusing this year on its operations in Brazil and the United States, after raising 6 million euros in April in a funding round in its home country. "We are just starting now. But by 2025, we plan to double our operation in Brazil," says Okuma. Indigitall is an official partner of Meta (WhatsApp, Instagram, and Facebook) and, in Brazil, already serves the national operations of McDonald's and Verisure.

Newsletters turn customers into engaged communities

E-Commerce Update
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Newsletters turn customers into engaged communities

Newsletters have ceased to be simple informational bulletins and have become a strategic bridge between brands and their audiences. With personalized content, exclusive promotions, and benefits for subscribers, they not only increase engagement but also help create loyal communities attentive to what companies have to offer.

According toFábio Jr. Soma, an innovation specialist and creator of the M.A.G.O. Method, newsletters represent more than a communication channel, serving as a connection tool. "Segmenting the audience and tailoring messages to their needs creates a more relevant experience. This proximity encourages engagement and transforms interaction into a lasting relationship with the brand," explains.

Strategies that strengthen the connection

Newsletters allow companies to offer unique benefits, such as early access to launches, discounts, and exclusive content. These elements create a sense of exclusivity among subscribers and highlight the value of the relationship with the brand.

Fábio emphasizes that the success of the campaigns depends on the quality of the experience provided. "Today, brands need to go beyond simply promoting products. Offering meaningful content and using analytics tools to adjust strategies are essential steps to maintain audience attention and loyalty," he emphasizes.

Another highlight is the ability of newsletters to create communities. Surveys, interactive content, and forums can be used to encourage active subscriber participation, fostering a sense of belonging and collaboration.

The impact of newsletters goes beyond the direct relationship with customers. The analysis of metrics, such as open rates and clicks, provides valuable insights for real-time adjustments and planning new campaigns. These tools make newsletters an efficient solution for companies looking to expand their presence and build genuine connections.

"The collected data allows brands to continuously improve their strategies, always aligned with audience expectations. This care reinforces the relevance of the content and consolidates trust in the customer relationship," concludes Fabio Jr. Sum.

With strategic planning, personalization and focus on the public, newsletters continue to be an indispensable resource for companies that seek not only to engage, but also to create solid and lasting bonds with their consumers.

E-commerce at warp speed: the data and AI revolution that is shaping the future

Luciano Furtado C. Francisco
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E-commerce at warp speed: the data and AI revolution that is shaping the future

In recent years, e-commerce has ceased to be just a convenient alternative for busy consumers and has established itself as one of the main drivers of the global economy. In Brazil, the numbers are impressive. In 2023 alone, e-commerce generated R$ 349 billion, and the projection is that it will reach R$ 557 billion by 2027 (E-Marketer, 2024). But what sustains this dizzying growth? It's not just the transition from consumption to digital: it's a silent revolution shaped by data, automation, and artificial intelligence.

This phenomenon can be observed in two main aspects. On one hand, there is the transformation of consumer behavior, which increasingly opts for the convenience of online shopping. On the other hand, companies are rethinking how they operate, adopting technologies that not only optimize processes but also create more personalized and efficient shopping experiences. An example is the expansion of m-commerce, mobile device commerce, which is expected to grow by 70% over the next four years (Exame, 2022), establishing itself as the fundamental pillar of Brazilian e-commerce.

Behind these changes, data play a prominent role. Today, every click, search, or abandoned cart reveals valuable information about the consumer. Companies that can capture and interpret this data are better prepared to anticipate demands, predict trends, and offer products at the right time. A study by McKinsey revealed that data-driven businesses are up to 23 times more likely to attract new customers and 19 times more likely to be profitable.

But it's not just data collection that's changing the game, it's what is done with it. Artificial intelligence and automation tools, for example, enable companies to turn this information into concrete actions. Imagine an advertising campaign that adapts in real time based on consumer behavior, orchatbotsthat offer such a natural service that the customer doesn't even realize they are talking to a machine. More than trends, these solutions are already a reality for many companies, which report significant increases in efficiency and customer satisfaction.

And what about immersive commerce? The combination of augmented and virtual reality is beginning to bring consumers inside stores – even if virtually. With devices like the Apple Vision Pro and similar ones, the shopping experience is becoming more sensory, allowing customers to "try out" products before purchasing them. This level of interactivity promises to revolutionize e-commerce in the coming years.

Despite so many advances, there is no room for complacency. The adoption of technologies, although essential, requires planning. Companies that invest in data and automation are not just optimizing their operations: they are shaping the future of the market. And this future is not optional. According to Deloitte, automation can reduce costs by up to 30%, while a Salesforce study indicates a 12% increase in customer satisfaction when interacting with automated processes.

At the same time, it is necessary to look at the consumer as a central piece of this transformation. He is not only the recipient of innovations but also the agent who drives them. Your demands for convenience, efficiency, and personalization continue to redefine the boundaries of what e-commerce can offer.

In the end, the e-commerce of the future is already under construction. Technology is opening new doors, but it is how companies use these tools that will determine who will lead this market that progresses at the speed of light. For retailers and brands, the message is clear: the time to act is now, before the future moves ahead.

Fast Tennis announces Natália Santos as new Head of Marketing

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Fast Tennis announces Natália Santos as new Head of Marketing

A Fast Tennis, a chain of tennis academies that offers an innovative approach and is dedicated to transforming the practice of the sport into a unique and fun experience, announced the arrival of the new Head of Marketing for the chain, Natália Santos. With over 15 years of experience in marketing, branding, and strategic communication, the executive arrives to lead communication and drive the brand's expansion, establishing it as a reference in the franchise segment. Throughout his career, he led projects at companies such as DonaldBet, Evermart, Group Software, and Revista Encontro. The trajectory is marked by consistent deliveries in brand management, performance campaigns, and the development of digital strategies that connect organizational purposes to tangible results.

Every consumer is unique: how to communicate assertively?

Carlos Feist
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Every consumer is unique: how to communicate assertively?

Your phone is ringing, but the call is unknown. Will you attend? Many will certainly ignore the call, either because they do not recognize who is calling, assume it is some company trying to sell something that is not of their interest, or due to previous excessive and negative experiences with other institutions.

The poor communication of these enterprises with the population is still, unfortunately, very present in the country, which not only harms their reputation in the market but also makes it difficult to achieve high sales conversion and retain satisfied customers. Consumers are not all the same, and to make them loyal and satisfied with your brand, it is necessary, in addition to having quality products and services, to know how to communicate with each of them in a personalized and assertive way.

According to a PwC survey, 80% of people consider speed, convenience, and helpful service to be very important factors for a good experience in communicating with their brands. However, in practice, many companies face obstacles in achieving this result, mainly due to a very common reason: the lack of qualification of their contact database.

In another Opinion Box study, as proof of this, 78% of people receive messages from brands for which they do not remember having provided their WhatsApp number. Having outdated registration information only brings negative results for companies, which end up spending large amounts of money on sending messages to users who may have changed contact information and who often have no interest in their products or services.

Apart from the unprofitable economic investment, organizations still run the risk of being banned from certain communication platforms if they disrespect their rules and deviate from the compliance required by regulatory authorities. Without proper cleaning and qualification of this database, companies will hardly have any success in communicating with their customers.

With this barrier overcome, the second challenge arises: where and how to communicate with your consumer. Some may prefer to be contacted via WhatsApp. Others may respond better via email or, even, by phone. Each one will have their favorite channel where they feel most comfortable talking to their brands, and it is their duty to apply a profile analysis in order to identify these means for each of their users.

Each consumer is unique and, to communicate with everyone with the same quality and assertiveness, it is necessary, in addition to investing in contact list cleaning tools, to develop a multichannel communication strategy with your customer, combining different messaging channels so that each person can choose which one they prefer to interact with your brand.

The content of the message is another essential focus for this success; after all, there's no use in contacting the right person but being excessive or incongruent in communication. Using collection companies as an example, instead of constantly asking the consumer to pay a debt, choose to highlight the benefits they will have by settling this bill, such as having their name cleared, becoming regularized, or being able to request a new card. A more positive approach that will certainly bring much better results.

Even though investing in this communication strategy inevitably requires a certain cost, this amount will bring enormous benefits not only in terms of profitability, but also in greater operational efficiency, counting on the right tools to contact the ideal people; and making the consumer's relationship with your brand much better and more memorable.

When each company does its part in this regard, the entire communication ecosystem will be improved, also fulfilling a social responsibility of not only aiming for profit, but also meeting the demands and needs of consumers, creating a more positive, personalized and memorable relationship that attracts and retains more and more people.

Use of technology expands revenue and value of retail players; Learn how to use it in operations management

E-Commerce Update
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Use of technology expands revenue and value of retail players; Learn how to use it in operations management

According to the 5th edition of the Digital Transformation in Brazilian Retail study, conducted by SBVC – Brazilian Society of Retail and Consumption, in partnership with OasisLab Innovation Space, 74% of retailers state that with investment in technology they achieved revenue growth, and 64% of players mention that they expanded the company's value. According to the study, 56% state that the main area of investment in technology is data.

In this scenario, where technology presents itself as a major competitive advantage in the retail sector, Guilherme Mauri, CEO of Minha Quitandinha, a retail technology startup operating under the autonomous convenience store franchise model, emphasizes that data analysis is the key to operational success. "With well-organized data, it is possible to extract valuable information about customers, products, sales, and market trends, so that companies can make strategic and intelligent decisions based on facts rather than assumptions," explains the executive.

To help those who want to optimize operations management through technology, the CEO of Minha Quitandinha lists five tips, check them out:

Invest in data collection software

According to Mauri, having an automated system that captures and organizes data in a structured way is crucial for effective analysis. "The information must be stored in a consistent and accessible format, allowing it to be easily studied and interpreted," he explains. The executive emphasizes that this way, it is possible to optimize processes, increase efficiency, and improve the shopping experience.

Analyze customer behavior

Take advantage of the information provided by the automated system to identify consumer profiles; this can be done through the study of preferences and purchasing habits. "Understanding the profile and desires of customers is crucial. In addition to analyzing collected information, satisfaction surveys and continuous feedback help meet consumer expectations," emphasizes Guilherme.

Monitor sales and enhance product mix

Through the study of collected data, it is possible to monitor the performance of goods, identify trends, and optimize marketing campaigns. A well-planned product mix is vital to attract and retain customers. "Technology enables precise product curation, focusing on local needs and preferences. This not only increases customer satisfaction but also reduces waste, as instead of a vast and often overwhelming selection, consumers find a curated selection of products that truly make sense for them. This focus on proximity and personalization helps improve the shopping experience," explains the executive.

Track inventory

With the application of Artificial Intelligence (AI) solutions, it is possible to improve inventory levels, reduce costs, and thus prevent stockouts. "Human errors and product waste can have a significant impact on a retail establishment's financial results. In this way, automation helps to minimize these problems, allowing for more precise management of inventory, pricing, and product expiration control. Additionally, automated ordering systems ensure that products are always available, preventing sales loss due to stock shortages," explains Mauri.

Automate pricing

Finally, the CEO states that with the use of AI, it is also feasible to manage product pricing, as the technology helps identify goods that have experienced an increase in purchase price, and thus, can have a higher value to avoid negatively impacting the retailer's margin or, alternatively, indicate which items need to have a lower price so that consumers purchase them more frequently. "Automating pricing is essential, as setting competitive prices maximizes the retailer's profit," he concludes.

API traffic grows 22% during Black Friday 2024, according to data from Sensedia

E-Commerce Update
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API traffic grows 22% during Black Friday 2024, according to data from Sensedia


This year's Black Friday increased the number of API calls (Application Programming Interfaces, literally translated) that went through Sensedia's platform by 22% compared to the same period last year.According to data from the global API specialist company, there were over 21 billion requests in November among its e-commerce and payment method clients. The uptime, that is, the time environments were available, was 100%.

Despite the increase in the volume of transactions recorded in 2024, the peak in requests shows that the profile of Black Friday in Brazil has changed significantly year after year, according to the analysis carried out since 2017 by Sensedia.

“Through the requests that pass through our systems, we noticed that if previously the traffic from customers operating on Black Friday was much more concentrated from Thursday to Friday, today it is much more distributed throughout the entire month, with an intensification in the week of the date”, explains José Vahl, Head of Operations at Sensedia.

“APIs are the engines responsible for making digital scenarios move, uniting various industries, from the world of e-commerce to the financial and payment markets, such as PIX. We have noticed that despite the return of purchases in physical stores, online research and purchases continue to grow, which generates an increase in companies’ API calls. Therefore, it is vital to properly prepare these environments to support the volume”, adds the executive.

Lessons from Black Friday

As it is one of the most important dates for retail, both in terms of volume and average purchase ticket, each year Black Friday presents companies with new challenges and opportunities.

In addition to ensuring a robust infrastructure, Vahl emphasizes the importance of structuring dedicated teams to monitor the increase in demand and respond quickly to any unforeseen events. A widely recommended practice is the creation of so-called "war rooms," also known as "situation rooms." In these environments, e-commerce company professionals and technology suppliers work side by side, ensuring agility in identifying and resolving issues so that the customer experience is not compromised.

“In terms of systems, something essential for companies that plan to boost their business during peak online shopping periods, such as Black Friday, is to keep their systems stable and scalable so that there are no problems in operations,” explains Philippi Pereira, Head of Customer Support at Sensedia.

According to Philippi, in addition to preparing the infrastructure to guarantee extra computing capacity, another good practice is to simulate loads, through tests that involve all suppliers involved in the operation to identify bottlenecks and optimize the performance of the APIs.

“During the seasonal period, it is also recommended to plan well so that changes or system updates are approved and implemented only when absolutely necessary. This way, companies can maintain a more controlled environment, which can – and should – be constantly monitored through dashboards created to monitor the most critical elements of the infrastructure and the most important APIs for the business at that time,” he concludes.

Multicloud: Why Being in One Cloud Isn't Enough for the Most Innovative Companies

Alessandro Buonopane
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Multicloud: Why Being in One Cloud Isn't Enough for the Most Innovative Companies

The cloud transformed the way companies work with data, offering greater flexibility and scalability. However, the increasing demand for more dynamic and innovative solutions has driven the emergence of other models, including multicloud, which allows for cost optimization, improved performance, and greater flexibility.

As the name itself indicates, a multicloud environment is a cloud computing area that uses services from multiple cloud providers, such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). Nele, instead of linking to a single provider, companies distribute their workloads across different platforms, aiming to optimize costs, performance, security, and flexibility.

It is no coincidence that the search for more efficient and personalized solutions within cloud computing continues to expand, with 49% of organizations adopting a cloud-first strategy, according to areportfrom Cloud Industry Forum 2024. Of these companies, 98% use or plan to use at least two cloud infrastructure providers, while another 31% are using four or more.

Multicloud is so strategic nowadaysgenerateda contract in the United States worth US$ 9 billion from none other than the Pentagon with Amazon, Microsoft, Oracle, and Google. What security authorities seek with this is the same as the world's leading companies: to get the best from each provider with efficiency, agility, and a cost-benefit superior to traditional computing models.

Meanwhile, choosing the right providers and efficiently distributing workloads are crucial for the success of a multicloud environment. It is necessary to have a detailed understanding of each application and service, also considering the services offered by each provider that meet the company's applications and the geographical location of its clients.

The adoption of one or more providers within the multicloud should still consider services and functionalities, pricing, technical support, and security. Once this is defined, it is important to build a good distribution of workloads—considering requirements, costs, management, and backups—which also allows for qualitative and efficient resilience and observability, preventing problems in a predictive manner.

It is clear that the complexity of multicloud is significant, as managing multiple cloud environments can be complex, requiring specific tools and processes. Furthermore, it is mandatory to ensure data security across different platforms, especially when it comes to compliance with regulations, and integrating various cloud services may require the development of customized solutions. Without proper care, this environment may suffer from management and cost issues.

The search for resources to prevent blockages within supply chains, with disaster recovery resources and, in this package, offering better costs and services, will continue to be high. And that's why knowing how to work with cutting-edge technologies is just as important as having the proper knowledge to manage them – whether they are public, private, or hybrid in origin. Even Artificial Intelligence (AI) can only evolve in a multi-cloud environment, as confirmed by 92% of leaders in a recentsearch.

To simplify, think of the multicloud environment as managing a restaurant, where each dish comes from a different kitchen, with its own chef and unique recipe. If you know how to use this varied menu at the same time, in favor of your target audience, you will have the best in terms of performance and reliability in your operations. It is important to emphasize that this is a continuous process of improvement and strategic adjustments.

If well “seasoned”, this meal will make the customer come back to repeat the experience, I have no doubt about that.

Blip establishes 5-year strategic collaboration with Microsoft

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Blip establishes 5-year strategic collaboration with Microsoft

Blip, a leading platform in conversational Artificial Intelligence (AI) that connects brands and consumers on social apps like WhatsApp, Instagram, Messenger, RCS, and Apple, announced a strategic 5-year collaboration with Microsoft. This agreement aims to accelerate the development of Blip's platform using cutting-edge technology, enhancing operational efficiency, customizing services, standardizing processes, elevating customer experiences, and empowering talent.  

“Our approach to AI applications is strongly focused on improving the customer experience, supported by our strong and long-standing partnership with Microsoft. This collaboration not only makes our products and services more robust, but also amplifies our brand presence as we expand globally,” saysRoberto Oliveira, CEO and co-founder of Blip.  

Taking advantage of the new era of Blip

The collaboration will be a turning point, driving product initiatives with Microsoft and focusing on the scalability of Blip's software platform for a global impact. To unlock the potential of these cutting-edge technologies, the collaboration emphasizes a dynamic exchange of knowledge and skills between the talents of Microsoft and Blip.  

“This isn’t just about incremental improvements; it’s about unlocking the full potential of AI through collaborative teamwork. It’s a fusion that’s about to reshape the market,” he says.Norman Sabino, VP of Technology at Blip.  

"By using Microsoft's Azure AI services, data analytics, and security solutions, we are establishing a powerful infrastructure that will drive the continuous development of our products. Our initiatives prioritize improving software architecture and optimizing performance, ultimately aiming to provide an exceptional customer experience," says Sabino.  

“We are excited to expand our strategic collaboration with Blip. By leveraging our technology to transform the enterprise messaging industry with Cloud and AI, Blip will bring innovative solutions to the Latin American market. We look forward to seeing Blip integrate the latest AI innovations into their services and operations, empowering their workforce with these advanced tools,” said Blip.Deb Cupp, President Microsoft Americas.

Artificial intelligence regulation brings challenges and opportunities for companies, explains expert

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Artificial intelligence regulation brings challenges and opportunities for companies, explains expert

Brazil took an important step by approving, in a special Senate committee, the bill that regulates the use of artificial intelligence in the country. The proposal, which now proceeds to a vote in the Plenary, introduces specific rules for AI systems and establishes rights and responsibilities for companies and developers.

The news impacts many Brazilians, as shown by an IBM survey. The survey indicates that 41% of Brazilian companies have already adopted some type of AI in their operations. This number reflects the growing influence of this technology in sectors such as commerce, health, and logistics.

SecondAlan Nicolas, an expert in artificial intelligence for business and founder ofLegendary Academy[IA]This regulation is essential for the advancement of technology in the country. "The approval of this legal framework brings legal certainty to companies that use or intend to use AI, encouraging investments and ensuring that innovation occurs ethically and responsibly," he explains.

Impact for companies

With the new rules, companies that already use artificial intelligence need to pay attention to legal requirements. They will have to conduct impact assessments and adopt measures to prevent discrimination or errors that harm people's rights. Furthermore, AI systems used for sensitive tasks, such as medical diagnoses or credit decisions, will be classified as high-risk and will have to adhere to stricter standards.

Fines for those who violate the rules can reach R$ 50 million. Despite the impact, Alan Nicolas points out that the new guidelines are an opportunity for the market. "Companies that quickly adapt to the requirements will gain the public's trust, as well as stand out for demonstrating a commitment to ethical practices," he states.

Opportunities and challenges

On the other hand, adapting to the new regulations can be more challenging for small businesses, which may have difficulty bearing the costs of the changes. Specialists believe that the government should create support programs to assist in this process, ensuring that businesses of all sizes can adapt.

The regulation also opens space for innovation. "With a well-defined legal environment, companies can create AI-based products and services with more confidence, knowing they are following the rules," says Alan Nicolas. He believes that Brazil can become one of the leaders in the field, as long as it maintains a balance between innovation and the protection of people's rights.

Next steps

The bill still needs to be approved by the Senate Plenary and the Chamber of Deputies before it comes into effect. Meanwhile, companies can already start reviewing their processes, adjusting them to the upcoming requirements.

For Alan Nicolas, this early preparation can make a difference. "Those who adapt from now on will be one step ahead, demonstrating that it is possible to innovate responsibly while respecting fundamental rights," he concludes.

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