EML Wildfire Tech PR Blog

Electronics putting an end to animal testing

Posted by Chris King on Aug 18, 2014

Monty the dogDon’t get me wrong. I’ve got a dog, I like animals but I’m no radical PETA campaigner.

This is just an innocent story that caught my eye in New Electronics about some bioengineers from Harvard Wyss Institute for Biologically Inspired Engineering, who have created a technology called Organs-on-Chips that mimics the mechanical and molecular characteristics of living human organs, such as the lung, ear and intestine.

By enabling scientists and clinicians to determine the efficacy and safety of potential new drugs, chemicals and cosmetics the researchers believe the technology could one day form an accurate alternative to traditional animal testing.

That’s pretty awesome and why I love tech.

It’s also good news for the millions of poor mice, rats, rabbits, primates, cats, dogs, and other animals in laboratories across the world.


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Mid-term semiconductor forecast: be there to discover how close Penn got it

Posted by Andrew Shephard on Aug 13, 2014

SemiconductorOn January 21st this year an informed gathering of semiconductor industry players and European journalists gathered in a London hotel to hear Malcolm Penn, the man who founded Dataquest, deliver his 2014 semiconductor forecast. To anyone responsible for marketing, designing, manufacturing or specifying semiconductors a reliable forecast of global market trend is critical information, so this session gets watched pretty closely.

We heard the usual, and actually quite interesting, global economic numbers pre-amble which illustrates how the world is faring generally economically. Followed by a useful breakdown of the outlook for the chip industry as a whole, then wafer capacity, a look at 450mm progress and FinFET, then some other key market issues like Makimoto’s wave, trillion transistor applications and less influential “PC market” trends.

I like Malcolm’s approach to forecasting, it’s transparent and honest. He shares all the facts and gives participants copies of most of the data so you can question him later or draw your own conclusions.…

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The shocking truth about SEO: it’s not as complicated as you think

Posted by Ian McKee on Aug 08, 2014

Magnifying glassThis post originally appeared on Econsultancy.

As you probably know by now, SEO and PR are getting more closely related. But there is one aspect that both have always had in common, and that is that both have long been labelled a supposed ‘dark art’.

PR and SEO; mysterious art forms that deal in the unknown, experts fixing things unseen, like wizards behind the curtain.

It has suited both industries, to be known this way.

“Oh, yeah, we just need to curbudgle your whojamaflip. It’s absolutely essential, or you’ll get befluddled. You don’t want to get befluddled. Yes it’s an extra thirty grand.”

The importance of transparency

Fortunately, we have been forced to throw back the curtain somewhat on PR. Even the real masters of its dark arts, the government spin doctors, have had their behind-the-scenes treatment in TV shows such as the BBC’s The Thick of It.

Of course, the life of a tech PR in an agency such as the one I work for is not quite that of a government PR, and our own MD Richard Parker is a bit less sweary than Malcolm Tucker.…

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OkCupid and Facebook: the line between A/B testing and human testing

Posted by Ian McKee on Aug 04, 2014

RatWeb based companies have been using A/B and multivariate testing to hone their services since the early days of the internet. One of the most famous examples being Google testing 41 different shades of blue for links.

To me it’s as much a part of the web as HTML or IP addresses. Though I don’t always see it in action I know it’s always there. I’m overtly aware that everything from the colour of a ‘buy’ button to the items in a search results page are probably the product of a multitude of tweaks and tests. In some cases, the button’s colour or those search results may even be based on details about me personally. That’s the colour that other 25-34 year old males responded best to, or other people who also searched for ‘Radiohead tour dates’ clicked on this link.

It’s all part of the trade off. You test and tweak and serve me with different stuff, I get a progressively better web.…

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Social ecommerce: Spend your life on Facebook and Twitter

Posted by Tom Lawrence on Jul 25, 2014

Facebook buy buttonDevelopments over the last few days have raised questions over the future of social networks and their relationship with on-site advertising and purchases. It really seemed only a matter of time before Facebook or Twitter integrated an online payment system that let users buy stuff without leaving the site. Which makes it no great surprise that news has surfaced of Facebook testing a “Buy Button” that lets you complete an entire purchase flow within Facebook and Twitter acquiring CardSpring to enable developers to write applications for in-tweet payments and partnering up with Amazon so that you can #amazonbasket the stuff you want.

Is ecommerce integrated social media the future?

Whilst I am partial to a bit of online browsing and even the odd linked advert, I can’t see a future in which I want my newsfeeds jammed full of adverts and links for purchases (any more than they already are), particularly when I would rather be seeing videos of my mate’s cat doing unadvised things or scrolling through graduation photos.…

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