The debate is starting to get confusing. It’s like schoolyard bickering all over again. Apple doesn’t like Adobe, Google doesn’t like Apple, Adobe and Google are buddying up, YouTube is stuck in the middle. And Steve Jobs rants at everyone.

The latest development in the HTML5 vs. Flash debate was YouTube rewriting its mobile site entirely in HTML5 – after criticising it in their official blog. This was happy news for iPhone and iPad users, but the rest of us are confused. Who’s in the right and what’s the future of these web technologies?

We asked web solutions consultant George Munroe to explain. First, the most important question: Is Steve Jobs wrong?

“Steve Jobs is seldom wrong! But this is not really a personal crusade. Steve is reiterating what a lot of people have felt and expressed over recent years. Flash may have it’s place, but it’s not conveying information in a networked environment.”

Key differences

Training people to make effective use of websites, George is an enthusiastic advocate for HTML5. Its strengths lie in its ability to compliment a well structured and coherent internet. In terms of building websites, George advises against Flash.

“Flash is a multimedia production system; HTML5 is a web authoring language”, he explains.

“Flash can produce impressive multimedia effects on screen to impress (or perhaps entertain) the viewer; HTML5 can produce well structured web documents that can communicate well structured content and associated metadata to the viewer and software agents. ”

Towards a better structured web

George’s advice is to use each technology for what they’re best at. When it comes to web pages, HTML5 is the best discipline, he says. It might not yet produce as exciting graphical output as Flash can, but according to George, it’s actually not falling too short.

“Used with CSS3 it’s possible to achieve simple but effective and impressive multimedia effects on screen without sacrificing any of the underlying well-specified content structure,” George explains.

Compared to its predecessors HTML5 is a leap towards more thoroughly indexed web.

“Most importantly, HTML5 brings consolidation of a markup standard. HTML5 is truer and more precise than preceding versions in identifying the structural elements of a web page; style and presentation-related parts have been removed and are implemented using CSS (as it should always have been).”

So what were the arguments again?

With their demos of Flash constantly crashing, Adobe seems to have lost ground in the debate. Apple in turn seems to be sticking to its Flash-is-”buggy”-and-redundant argument.

Google’s answer to this came recently in the official YouTube blog; Flash might be in the beginning of its end, but HTML5 is still far from being ready to take over online videos.

“Today, Adobe Flash provides the best platform for YouTube’s video distribution requirements, which is why our primary video player is built with it”, John Harding, a YouTube software engineer, said after long set of techy arguments.

So at the moment it looks like everyone will just have to get along in the schoolyard. Sticking to what they’re best at. Fat chance of that happening!

Case study

Gary Robson from North East digital company Industrial Strength, outlined some of the possibilities and difficulties of using HTML5 from a web developer’s point of view. Read more…

HTML5 in practice

A few days after the official launch of ‘Stribe’, a new web tool to give websites a five-minute social make-over, its creators talk about the importance of social traffic on the web.

Launched on Tuesday after 6 months of private beta testing, ‘Stribe’ opens its social network platform to everyone, making social sharing easier for websites and enabling them to generate more traffic.

The new tool allows any website or blog to create a branded and customised social network in 5 minutes – with only one line of code.

Kamel Zeroual, CEO and co-founder of Stribe, is extremely excited about the launch, and highlighted the importance of generating social traffic for websites.

“Traffic acquisition can be time consuming, manual and not easy to deal with, even for professionals and bloggers. Stribe now helps websites to connect with social media and with other websites sharing the same interests to get more traffic,” he said.

Bigger communities = more valuable websites

With Stribe’s five-minute registration and configuration process, any website can easily add a social element. The features allow visitors to ask questions, connect with each other, express their opinions and join a community of websites around shared interests.

This means more relevant content for visitors and new business opportunities for websites.

“We have designed viral mechanisms to let websites invite and connect with each other. The bigger the community, the more valuable each website becomes”, Gaël Delalleau, Stribe’s CTO and co-founder explained.

Kamel Zeroual and Gaël Delalleau at LeWeb 2009 conference.

“In addition, all generated content will be indexed to improve SEO and drive more traffic to ’stribed’ websites”, he said.

More than 10,000 websites were involved in Stribe’s beta testing stage. The official launch introduces an additional feature to the product.

The new feature allows websites to better connect with each other. Sites with similar interests can look for communities, join them or create their own to link with others and boost their visibility.

Promising start

Stribe was founded two years ago by Kamel Zeroual and Gaël Delalleau. According to TechCrunch, the company is based both in Paris and San Francisco.

Stribe’s business model is based on selling premium modules with analytics such as the Stribe Back-Office, which provides all key metrics on the site’s community.

The company has made a promising start – it was listed as a finalist at TechCrunch50 2009, the annual conference featuring the most important start-ups of the year. It’s also won the start-up competition at last year’s LeWeb conference in Paris.

The expectations are set high, now it’s up to Stribe to show it can live up to them. The potential is certainly there – a tool allowing websites to connect with each other with minimum fuss represents an opportunity not to be missed for small sites looking to boost their visibility.

Case study

How to ‘Stribe’ your site and what’s in it for you

Now, the web is set to offer us the chance to let others know where we are at any particular time. Geo-location services have started to gain momentum with social media blog Mashable reporting Foursquare nearing 1 million check-ins per day in May.

Services, such as Gowalla or Fouraquare, allow users to check in in a particular location – for example, part of a city or a conference venue – and see who else is there.

Should these services be adapted as widely as ‘traditional’ social networking tools, the internet would again be set to change the way people interact, taking a huge leap towards more mobile social networking.

Location-based services would also undeniably provide new opportunities for marketing – especially for small and medium-sized businesses. By being able to target people passing through a particular area they know that the ad is being received by the most relevant audience possible.

So who’s using them and why?

Brian Kelly, UK Web Focus (national Web coordination and advisory post), has been eager to explore the potential of geo-location services.

“I first started using Gowalla at Easter time this year, after using the GPS on my phone to keep a record of a walk. I realised that by just uploading the GPS trail to Google Maps didn’t add much value to it. So I subscribed to Gowalla (and Foursquare) in order to explore the potential of social geo-location sharing,” Brian explains.

According to Brian, the great benefit of geo-location services is in a networking context.

“I’m interested in the potential of social location sharing for when people go to conferences and other events – this can provide an opportunity to meet people and enhance professional activities,” he says.

Gowalla aims to make discovering and exploring new places easier.

Compared to Twitter and Facebook, there is a significant advantage of making new contacts.

“I myself have found Twitter very valuable when I have been away at conferences in meeting up with people, making new contacts, etc.  However this has required me to either be following the people or following the hashtag. Using location provides a new dimension to the ways in which such contacts can be made,” Brian says.

But doesn’t it sound a bit like 1984?

However great the benefits might be, geo-location services will inevitably raise concerns about privacy and security.

Imagine a world where your movements are recorded online. There are numerous ways in which such information could be abused, opening the door to for criminals, most obviously burglars.

“There are clear issues about privacy,” Brian admits.

“However, the use of these services in a managed and time-constrained context, such as an event, can help to minimise such concerns. Users are being advised on possible privacy issues and will have control over whether they wish to check in or not.”

The key element of choice addresses the initial concerns and makes location-based services worthwhile exploring. Just as any other social networking tool, when used with care and consideration, geo-location services have their place on the web – plugging a hole in the practicalities of our social lives.

It’s also worth mentioning that for early adopters there’s also the benefit of claiming a logical user name instead of incomprehensible combination of initials and years of birth!

Case study

Networking made simple

Brian Kelly is planning on using geo-location services to provide an easy way for people to meet and network in an event in July. Taking place at the University of Sheffield, the Institutional Web Management Workshop 2010 will have a strong online presence using various Web 2.0 tools to get the best features from each. Read more…

Google Wave was announced a year ago in May with a great fanfare hailing it as “the next big step” in online communication. The beta testing stage in September complied with the company’s signature word-of-mouth approach designed to maximise the hype around the tool.

The start looked promising. At the peak of the hype, invitations were circling on eBay around £55.

But then it suddenly all fizzled out. A few weeks ago Wave was finally opened to the general public but the buzz is inarguably gone.

So what went wrong then?

“It’s that classic thing about new technologies, there needs to be a specific problem that it solves rather than trying to come up with things it could be used for”, Web 2.0 Consultant Trainer Steve Boneham says.

Steve is following closely the developments of emergent technologies and was recently involved in a project examining institutional use of Web 2.0 tools. At the moment, there doesn’t seem to be a natural place for Google Wave in that scene.

“While Google Wave undoubtedly has potential, personally, I haven’t yet found many times where I’ve thought that’s the best tool for the job.”

In theory, Wave should be every collaborator’s dream. A real-time platform that allows you to include all kinds of content – no more confusing email threads messing up project communication.

Chris Thomson, Steve’s colleague, says the potential is definitely there, but according to him, the exclusive nature of the launch may have cost Wave some of its future success.

“I think the tool suffered a lot from its closed beta stage. Not enough people had access to it to make it useful.”

Other benefits

Steve notes that despite it not yet being a huge success, Google Wave shouldn’t be flagged as a complete failure either.

“The technology behind Google Wave has been driving other things forward. Google had to change some of their underlying infrastructure in order to make Wave work and that has benefited other applications such as Google Docs”, he explains.”

A lot of the early criticism targeted Wave’s confusing user interface. Before releasing Wave to general public, Google made some revamps to the tool and is now hoping that the improved user experience, together with the wide availability, will attract more people to jump on board.

However, Chris points out, measuring the success of new tools and technologies isn’t always down to user numbers.

“There seems to be an expectation that in order for a new technology to be useful it has to draw huge amounts of users like Twitter and Facebook,” he said.

Case study

What could Google Wave be used for?

The official Google Wave blog outlines various examples of what can be done with the Wave. Fancy words like ‘creative collaboration’ keep cropping up, but the post does actually offer some useful real-life examples as well. Read more…

Digital media and creative industry people were invited along when storytelling legend Robert McKee arrived at Tyneside Cinema last Monday with his famous touring seminar and sharp tongue.

Two intensive days later the audience had heard about Aristotle’s classical story design, practical points on how to structure a story and that modern European cinema sucks.

After 25 years of teaching about storytelling, McKee doesn’t really need to watch his words. Having the likes of John Cleese and Charlie Kaufman as regular clients is surely a good reference.

Even so, about a quarter of the first day’s attendees failed to make it back on the second day of the seminar. Whether it was the American’s controversial ideas about European cinema’s drastic decline since the 70s or simple schedule issues, who knows, at least those that returned seemed to agree with Cleese and Kaufman.

Everything has a purpose

All things considered, the two-day-seminar wasn’t the easiest to attend. Not only were the house rules strict – no tweeting or sneaking to the toilet – but the presentation methods weren’t the most innovative ones. The first day was nine hours of pure talking and on day two, the words were spiced up with a few slides courtesy of that most modern of technologies – the overhead projector.

Ascetic as it sounds, it’s admittedly quite appropriate if you think of the old practice-what-you-preach adage.

Story is what McKee sees as the heart of it all. The storywriter is the architect and the rest are merely interpreters. McKee doesn’t come across as a great admirer of directors.

“If you give the same story to two different directors, you will have two different movies. If you give a director 120 blank pages, most of them can’t do anything,” he told the seminar attendees.

According to McKee, storytelling is more or less manipulation. In all great stories everything has a purpose. The objective is to spark certain emotions in the audience and story construction is the means to do it.

Secret to a great story?

However controversial some of McKee’s comments have been, there’s no denying his experience or abilities as a performer.

Arto Polus, a media production graduate from the University of Sunderland, attended the seminar and was, if not brainwashed, at least impressed by both the subject and the delivery.

“He certainly mastered all the rhetorical tricks. Punch-lines came at the right times even though the jokes didn’t always work.”

Arto left the seminar with a good feeling, focusing on the interesting bits and not getting too hung up on McKee’s views.

“He even said it himself, ‘it’s form, not a formula’. Some of his own favourite films have their stories constructed contrary to the classical story design.

“From the point of view of a storyteller, I found the two days really useful, but not everything needs to be taken literally. If you intend to be a screenwriter, you’d kind of hope to be able to think for yourself as well.”

So was there a secret tip to a great story McKee shared with the audience?

“No. Before constructing the script and working out the details, you have to have the story in your head, do the research and have a clear idea of what’s gonna happen. There’s no trick to that.”

It has to be admitted, the controversial letter, in which he argues against the use of Flash, is extremely persuasive, if a little long. It’s clear in its point and comes across very professional.

Jobs’ take on the subject at a question & answer session for Apple employees was not so diplomatically phrased.

“They are lazy”, Jobs said of Adobe. “They have all this potential to do interesting things but they just refuse to do it.”

As an explanation for the decision, Jobs – true to his style – simply stated that it’s because Flash is so “buggy”.

“Whenever a Mac crashes more often than not it’s because of Flash. No one will be using Flash. The world is moving to HTML5.”

Adobe reacted to the Jobs’ attack by announcing its move away from Apple to focus on developing Flash on other manufacturers’ mobile devices. Embarrassingly, in their recent Flash demo disaster, Adobe only managed to demonstrate the mobile version continuously crashing.

Let go of the past, will you!

Apple’s position with regards to Flash has been critisised of being based on business reasons, that is, pure greed, but the company itself insists there are logical, technical issues behind its decision.

“The mobile era is about low power devices, touch interfaces and open web standards – all areas where Flash falls short”, Jobs proclaims in his letter.

The structure of the argument goes like this:

#1 Adobe Flash is too proprietary.
#2 Not all web video content is in Flash.
#3 Flash has got one of the worst security records in 2009.
#4 It doesn’t perform well on mobile devices.
#5 It’s a battery muncher.
#6 It’s designed for mouse-usage and doesn’t marry well with touch screens.
#7 And most importantly, it’s against everyone’s benefits to let a third party layer of software come between the platform and the developer (if Adobe would encourage developers to use Flash to create mobile apps)

Critics of Apple should embrace the mobile era with HTML5 and stop criticising Apple for leaving the past behind, Jobs concluded.

Kill or be killed

As for the claims about money being behind the decision, John Gruber, a technology blogger and Apple enthusiast, reminded “the hypocrites”, as he calls them, that at the end of the day, Apple is a business – not a charitable organisation.

Gruber also made the point that the industry operates by the kill-your-enemies-before-they-kill-you rule.

He wrote: “Do customers benefit from what Apple is doing? In the short term, maybe not. But long term, absolutely. Because by putting up with what Apple is doing now, customers are helping to ensure that Apple stays in business and that its competitors die. That, more than anything else, is the reason to continue buying Apple products. I don’t see how anyone argues with the logic here.”

Read Jobs’ letter in full:
http://www.apple.com/hotnews/thoughts-on-flash/

Case Study

The curious case of Steve Jobs

From start to finish, the Apple CEO is a man of contradictions. A young Steve Jobs, starting out in the working life, was faced between an unusual choice between the business world and the Buddhist monastery – to make a living of selling gadgets to masses or to devote his life to a famously non-materialist faith. Read more…

It has been talked about for a good part of the last decade but now it looks as if the mobile has finally become an important force for media and advertising.

According to Dr Goi Chai Lee from the School of Business at Curtin University of Technology, the mobile market has finally reached a tipping point.

He said: “There have been a range of false dawns but a number of signs are indicating that the mobile is finally here.”

“Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide, with market share blazing towards 50% over the next 3-5 years.”

The development of mobile devices has been incredible. Most of us can still remember the huge cases that were dragged around in the early days of the mobile.

As the size has shrunk, the technology has become more powerful.

According to an American inventor/futurist Ray Kurzweil, current mobile devices conceal computers that are a million times cheaper, a thousand times more powerful and about a hundred times smaller than an MIT computer in 1965.

Possibility for a real connection

So we’re walking around with the world in our pockets. Now the challenge for the marketers is to make use of that.

To get the full benefits out of mobile marketing, Dr Goi Chai Lee says marketers need to be ready to accept the technology as part of their marketing strategies.

He said: “There’s no doubt that ‘wait and see’ attitude will still exist both among customers as well as marketers.

“If we are ready, there’s no communication device so useful. It provides a possibility to make a real connection.”

And the market to operate on is huge – 93% of adults in the U.S. are reported to own a mobile phone. Some estimates suggest that by 2020 mobile devices will be the world’s primary connection tool to the Internet.

A recent study by AOL and Universal McCann on smartphone users also provided good news to mobile marketers – customers are becoming more comfortable with the idea of shopping on a mobile.

The study found that nearly one in every four smartphone users has made a purchase of non device-related products or services from their phones.

Whenever, wherever

The ability to reach consumers where ever they go is priceless for a marketer.

The study by AOL and Universal McCann concluded that smartphones offer the first marketing channel that makes it possible to move with and message consumers everywhere they go.

The personal aspect of a mobile device is something that appeals hugely to advertisers. The focus has shifted from passive receiving of a message to active participation that improves quality of life.

One of the user comments in the study stated: “It’s not just about screaming a message at me anymore. It’s about providing value and that, to me, is so much better than trying to influence me by interrupting my favorite TV shows.”

As well as an opportunity, adding value to the consumer’s lives is one of the biggest challenges in mobile marketing, Dr Goi Chai Lee notes.

He said: “At the maturity level, consumers have become more demanding. Marketers should think about delivery of rich content expanding to a variety of mobile devices.”

As mobile devices bring marketing closer to the consumers’ personal space, delivering a message is simply not enough anymore.

“Marketers should build trust and confidence with the customer”, Dr Goi Chai Lee concluded.

Case study

Mobile micro-payments make online buying even easier

Mobile-based online payments are the future for mobile marketing company Interlinked, says the managing director Chris Newell. Read more…

Even those who were still wondering about the importance of the role social media will play in the election may have had their minds changed by the fierce online response to the Digital Economy Bill.

The controversial Bill, that has been accused of being a rushed-through-piece-of-bad-legislation, resulted in, what BBC’s technology blogger Rory-Cellan Jones calls an “online storm” with furious tweets and comments condemning both the Bill and the process by which it was enacted.

According to Jones, this resulted in a clearly more thorough second reading and the whole incident demonstrates a real sense of people connecting with the Parliamentary process for the first time.

Campaigning with hashtags

Brian Kelly, a national Web coordinator and advisor from UKOLN, says that dismissing Twitter as a waste of time or full of irrelevances is evidently a mistake.

As the example set by the Digital Economy Bill shows, the focus of the conversation is shifting online, making Twitter an important part of political process.

According to Kelly this will be the first election to be fought around hashtags.

He said: “The use of Twitter is starting to become an important part of the political debate, with tweets becoming the twenty-first century’s equivalent to the heckles at election meetings.”

To the Twitter critics, Kelly points out that the fact that part of the conversation will inevitably be rude or irrelevant shouldn’t be used to dismiss the whole medium.

He said: “There will also be a lot of trivia being discussed on telephones, but nobody refuses to use the telephone because of this.”

Worth the risk?

While harnessing social media in the election campaigns is appealing, the danger of things going horribly wrong is something that political parties will have to consider.

A MediaWeek article quoted an unnamed senior executive at an election agency complaining about the unforeseen nature of the web.

He said: “It just takes one renegade MP to say something off-message and you’ve got political journalists ruining a campaign strategy it’s taken you weeks to create.

“Show me a story generated by the web that isn’t negative – and they’re being created 24/7 rather than just on the News at Ten.”

But there’s also another side to the coin. The Labour party have utilised their tech savvy supporters by fostering an online community to test ideas on.

Labour’s social media guru Kerry McCarthy said in a MediaWeek article: “If we’d shown them something like the Conservative’s Cash Gordon site, they would have pulled it apart in hours – showing us that it wasn’t very good and that it could easily be used by the opposition.

But all of this comes with a health warning. To avoid disasters Brian Kelly would urge parties not get overexcited about the possibilities and jump in head first.

He said: “What party activists are doing is trying to start a conversation. Social media offers a better informal channel for discussion but it’s important to remember that you should also listen carefully, otherwise there’s a great possibility to be seen as a fool.”

Case study

En garde – the digital swords are out

Inspired by Obama’s troops in the US election, UK parties have been busy organising their digital media activities – with varying success. Read more…

Blogs were first published in the mid 1990s, but it was the introduction of simple blogging tools a few years later that really triggered the masses to join in.

According to BlogPulse, there are currently over 126 million blogs in the world. Some of these have gone from humble roots to being fully fledged, authoritative news websites. Blogs like Tech Crunch, Huffington Post and Perezhilton can all be found in the top 10 of the Guardian’s listing of the 50 most powerful blogs in the world.

That’s all great, but what really interests us is the grass-roots level. Why do ordinary people and small companies start blogging? Where does the time come from to update them and is it worth all the trouble?

Real value from the community

Steve Boneham, a Consultant Trainer at staff development organisation Netskills, teaches about the social aspects of the web – and does what he teaches.

Steve updates his blog regularly but blogging is something he sees as a personal reflection and a clarification of ideas – writing is something that forces you to format your thoughts.

He said: ”The blog is a key part of my online presence – a place where I can aggregate and curate content, both my own and from around the web, for discussion with people in my network or community.”

According to Steve, the community is also the thing that generated the value of the blog.

He said: “It’s certainly nice to see stats that show people are visiting, but real value comes from those who contribute to the conversations through their comments.”

Online presence is something Steve sees as vitally important. However, a fully fledged blog can be a big commitment, especially on top of a number of other social media activities.

But there are ways to tackle this, Steve reminds us. Aggregation services such as Flavors.me,  FriendFeed and Tumblr help in creating a website from personal content across the web.

Full control of content

Jason Falls, US social media expert points to a key difference between blogs and other social media outputs.

He writes: “You can control your blog completely. Focusing that content on winning search results is easier to execute than on Facebook or Twitter.”

Controlling your online reputation is something that makes social engagements less attractive for companies. However, Falls also points out, that blogs can be a hub for connecting with customers and therefore they are an opportunity not to be missed.

He writes: “The more search traffic you can drive, coupled with the social media traffic you move from your outposts, the more your efforts are optimized.”

Case Study:

The Huffington Post – Blogging turned into a (multimillion!) business

What started as a project for a few enthusiastic writers is today a social hub with, according to the co-founder Ariana Huffington, an active community of over 20 million web users. Read more…

Following the huge success of the BBC’s iPlayer, the web is slowly filling up with on-demand services. Microsoft is the latest company to join the game with its MSN Video Player launched last week.

BBC’s iPlayer has been dominating the field with its reported 40 million programme requests a month. To compete with the iPlayer, Microsoft is offering viewers a full series of popular shows as opposed to iPlayer’s ‘catch up’ nature where content is only available for a few days after it is aired.

The recently launched SeeSaw is another on-demand newcomer. Launched in February, the service is said to offer “the most comprehensive selection of UK broadcaster content on a single website.”

The service is free to use with no login details required. The content is supported with pre and mid-roll advertising that has been creating a buzz of interest among clients – the company has already sold out all its planned advertising up until May.

“Great response from advertisers”

During the launch period, SeeSaw is to monitor advertising efforts carefully. Following this, a report will be produced offering advertisers information about viewers’ usage habits and profile information – an advantage the web has over TV.

According to a Marketing Week article, SeeSaw is looking to develop their advertising to be more targeted and genre-specific in the future.

Matt Rennie, SeeSaw’s commercial director, said that the company has created a strong relationship between viewers, content providers and advertisers, and is confident that in future this will be strengthened even further.

He said: “The response from the advertising community to SeeSaw’s proposition has been nothing short of phenomenal. We’re delighted with how Video Initiatives have launched the service.

“We set out with the aim of working with all major media agency groups and they’ve delivered, bringing on some of the biggest mainstream UK TV advertisers.”

Music industry setting the example

Video on-demand services only have to look to the music industry if in doubt about their financial sustainability. The Telegraph reported earlier this year that Swedish music on-demand service Spotify now offers the music industry with a sustainable revenue model.

Rob Wells, senior vice-president of Digital for Universal Music Group International, said: “In all its territories bar two, Spotify pays the labels from a mixture of the money it generates from advertising revenues and subscriptions. That to me equates to a sustainable business model”

Spotify currently operates in the UK, Spain, France, Norway and Finland and has a reported 7 million users. Daniel Ek, the founder of Spotify, made an important point about on-demand services helping the industry to tackle piracy in an interview by the Telegraph.

He said: “For every play, are they getting as much as if someone paid to download? No, but on the other hand there are many more transactions happening on Spotify [than in paid-to-download services].”

As the content providers are getting help in tackling illegal piracy, advertisers are provided with an attractive new channel to reach the online audience.

Alan Greaney, chief executive of Media Initiatives group said at Marketingmagazine.co.uk: “The online video market offers an exciting new opportunity for brands to reach TV audiences online, and the sell-out proves the appeal of SeeSaw to advertisers.”

Case study:

Swedes lead the way for free films online

Referred to as ‘the Spotify for movies’, on-demand video service, Voddler, is being pioneered in Scandinavia. Read more…