By Gary E. Haffer

One of the best “tricks” in managing a PPC campaigns is creating ads that will be triggered from your competitor’s brand names. The first common question is this “legal”, to bid with their names even if they are trademarked? The answer is yes, as long as you don’t include those brand or company names inside of your ads. Google has been challenged in the courts for allowing advertisers to display ads that are triggered by user searches for names such as “AcmeCompany.com”. In all cases, Google has won the case that they have the right to allow your competitor to use your company name to trigger their ad, and vice versa. So since this is an acceptable practice, by all means you should actively pursue a competitor’s brand name campaign.

Note, there are times you can use the brand name in the ads, if you are a reseller and complement their business, but you may not get away with if you compete directly. The best way to find out if this is acceptable is to try running an ad with the brand term in it. Google will very quickly return a message stating if this is acceptable. You may have to request “an exception” stating why it is acceptable to use the brand name in the ad. Give it a try, but run an alternative ad without brand terms in case the ad at a future date is rejected and this can happen.

When bidding with your competitor’s names, I always like to break these up into separate ads, and when possible use like terms as in this example below. Having these ads separated is very useful for future reports to develop trends to measure which competitor has the best on-line brand presence overall or the effect of news events by spikes in daily traffic. And don’t limit the ads to your competitors terms, include an ad for your own company, because this will help you understand how your on-line presence measures up or if that recent press release generated any search excitement. An example of brand search terms that will trigger ads is as follows:

www acmecompany

acmecompany.com

acme company com

[Acme Company] (exact match)

“Acme Company” (phrase match)

In the example above I avoid a broad match if the company name is somewhat common, since this will trigger a much wider search result. For in brand bidding I’m really looking for the searches people are doing who know the company name and are using Google as a quick directory lookup. You can include product names if the branding is unique and has some common usage, but I always recommend performing a search first to check out the search results to avoid association with other common terms.

Will brand bidding deliver new sales? Is the effort worth it? Very often the conversions aside from your on brand terms (which should be your highest converting ad) will produce lower sales or leads from the other campaigns. But in most cases the actual costs associated with brand bidding are much lower, so the Cost Per Conversion is low, thus making it worth it. The insight in tracking your competitions on-line marketing efforts can prove to be a long-term benefit as it is often an indication of how active they are in on-line marketing.

Managing your pay per click keyword bid values can be a time-consuming and tedious task. It can also be incredibly stressful. For the few among us who can afford to pay others for their services, having someone else manage the job is an option. For the remainder of us, some other bid management strategy is called for. Usually one involving software.

Fortunately, the most important part of the bid management process involves looking at campaign performance, and this IS something that can be determined by applying suitable software to the ad campaign while it is running. Of course, what I am talking about is conversion tracking software. This is software that tracks every click taken by a prospect as they follow one of your pay per click ads all the way through to the merchant Thank You page which is shown after a successful sale.

Most pay per click marketers are not the merchants themselves, but affiliates of the merchant who earn a commission with every sale. Because of this I am going to assume that you are an affiliate looking to optimize the bids on your campaigns for maximum profitability. In particular, you’d like to remove from your campaigns all those ads and keywords that are costing you money because they are being clicked on, but they are not making you any sales. For those keywords that remain, you would like to know whether to increase or decrease your bid values to improve your return on investment.

In order to track a prospect, you can either add tracking IDs to the destination URLs that go into your advertisements, or (less widely known) you can add tracking IDs on the fly. In the latter case each visitor gets their own unique tracking ID, and this can be used to infer a great deal of information about not only the performance of your adverts, but also the customers that ultimately bring in a commission for you.

One such piece of conversion tracking software that performs on the fly tracking ID generation is Jeremy Palmer’s Optimize My Site application. Jeremy is well-known in the affiliate marketing industry as a super affiliate who spends hundreds of thousands of dollars every year on pay per click advertising. He developed his software as a personal tool to allow him to see how his ad campaigns were performing at the keyword level and beyond.

After several years of refining his conversion tracking tool he decided to release the application as an inexpensive commercial product for affiliates. Now that he has, Optimize My Site has been receiving some very good press, and customers have supported Jeremy’s contention that this is the best ad tracking application on the market.

But how accurate are the claims?

Well, I decided to have a closer look at the software recently, and I have now written an in-depth review on my Optimize My Site Review page. There you will discover why I used the term “flash of genius” to describe Jeremy’s implementation of the ad conversion tracking, and you will see why this pay per click optimization software has earned high marks from those who have used it.

When contractors seek public works projects, they normally encounter a requirement for bid security to accompany their proposal. There are a number of ways to satisfy the requirement but the easiest method is with a Bid Bond. Bid bonds are issued by Bonding Companies, aka Sureties.

 Bid Bonds accompany contractor’s proposals and protect the interest of the obligee (the party who receives the bid). They guarantee that one of two things will happen.

 1. If the contractor receives the award of the contract, he will provide the required bonds and insurance, sign the contract and commence with the project.

 2. In the alternative, it guarantees the contractor will pay the difference between his bid and that of the next higher bidder.

 In the second scenario, if the contractor fails to pay the difference, the surety becomes responsible and must pay the obligee (up to a dollar value not in excess of the bid bond amount). Bid bonds assure that contractors will stand by their proposals. They provide a guarantee of the contractor’s financial integrity.

 This process assures that contracts offered by public bodies such as towns, states and the federal government are always performed for “the lowest price bid” – which is beneficial for the taxpayers who fund the work.

 Contractors submit comprehensive information on their companies and themselves personally, in order to gain the support of a Bonding Company. The Surety will only provide a Bid Bond if they are willing/able to provide the Performance & Payment Bond that arises when the contract is awarded.

 If a Bid Bond claim occurs, the bonding company will sue the contractor for financial recovery. This is typical in a surety relationship and is one reason bonds are not insurance.

 

ng – If you are in the position of fighting to sustain and grow your organisation, keeping your competition at arms length while also making in roads into new territory, is it enough to bid low and hope high? Anyone who has recently expressed an interest in a tender will know that the required response documents are invariably intricate and detailed. The key is to be able to navigate through the minutiae while never losing sight of the overall thrust and unique selling point of your bid. Easier said than done? Well bid writing is not an exact science but the expertise required to respond well to a tender cannot be underestimated. To get you started, here are the 10 Golden Rules of Bid Writing in 2009:

1.The Early Bird Catches the Worm. The biggest advantage you can give yourself is time. Get notified of tenders as soon as they are published through online tender portals or specialist websites. For example register free with OJEU or pay to be with a notification site such as Tenders Direct and get tender opportunities delivered to your email.

2.Plan, Plan and Plan Again. Most people who have been involved in bid writing will recognise burning the midnight oil as the tender deadline approaches. The solution? Good planning. The day-to-day priorities will always be there as the tender clock ticks on and it can be very easy to delay the writing of a bid until it cannot be put off anymore. Time management and resource planning is critical. If consultant bid writers are required, identify the need at an early stage.

3. Don’t Fall at the First Fence Pre-Qualification Questionnaires (PQQs) are designed to check that an organisation is fit for purpose to deliver this size and type of contract. The level of detail required is frequently of similar length to some full tender response documents. Ensure that time is allocated to properly complete the PQQ and that all questions are answered. Many PQQ questions are designed to obtain an eligible or ineligible response and any ineligible responses may lead to an organisation being immediately rejected at the PQQ stage. Answer carefully and ensure your hat gets thrown in the ring.

4. Do What You Are Told. Human nature often makes us want to jump straight in and get the job done. In tendering, this is a recipe for disaster. Once you have your tender documents take a step back, breath and read the instructions, the contract specification and the evaluation criteria. Then read them again. As you write, reflect what you have written back to the instructions, to ensure you are on track. The level of detail required and the number of instructions can often mean that in-house bid writers become consumed by the tender to such an extent that they cannot see the wood for the trees. It is useful to ask colleagues or a Bid writing consultant to proof read your tender and score it against the published evaluation criteria well in advance of the submission deadline.

5.Can’t Write = Can’t Do. Your bid needs to answer the questions set and promote your unique selling points to commissioners. Write professional, formal and succinct sentences that provide all of the required information supported by evidence. The response document is your opportunity to demonstrate to commissioners that you are the best organisation to deliver the contract. You cannot demonstrate this if tender questions remain unanswered, incomplete or inaccurate. The implication is that you would be incapable of delivering the contract accurately to completion.

6. You already know me…. If you know the commissioning body, members within it or if the tender is related to a contract that you are currently delivering, promote your organisation the same as you would if you were an unknown entity. Not providing enough information is a common mistake to make, never assume commissioners know about your organisation.

7. Price Wise. You are best placed to determine what your price will be. You should be experienced in your field and know what your bottom line is or that you will achieve full cost recovery. Interpretation of tender documentation can leave some scope for variations in prices however. These invariably revolve around the level of quality or intensity of delivery of a service or product. As a rule of thumb, it is most advantageous to pitch your price in the mid range of what you believe the competition will be. Low priced bids may be rejected because it is unclear how quality can be delivered at that price or there is apprehension that an increase in the price of the contract will be negotiated following the award of tender. High priced bids may be rejected on value for money grounds. The key is to know your business.

8. Shout before you’re Out Bid writing is a skill that many organisations directly employ. Other smaller organisations or those new to tendering may not have that skill in-house. Whatever your position, the priorities of the organisation need to be properly assessed and if extra resource is required then shout before you’re out. Bid writing consultants are experienced and skilled at winning tenders. They are familiar with the types of questions asked and have the ability to write quality tenders on behalf of organisations. You only pay for this resource when you need it rather than employing staff directly or increasing the size your tendering team. Consultants will also proof read your tenders, score them against evaluation criteria and produce presentations for you. If you need support, buy it.

9. Do What You’re Told…Again. Legal processes apply to many tenders, particularly public sector tenders. Follow the submission instructions and submit your tender by the deadline. If the deadline is 10.00am tenders arriving at 10.01am will often get rejected. Don’t take the risk. Keep your tender packaging free from identification unless otherwise instructed. If your tender is to be delivered by courier, ensure the courier company does not mark the packaging with a delivery sticker including your details.

10. Do Your Presentations Stimulate or Sedate? Once your bid has been short-listed you need a presentation to sell your organisation, sell your bid and convince commissioners that you are best placed to deliver the contract. PowerPoint is another skill that many organisations don’t have in-house. Presentations need to be clear, concise, punchy and easy to follow. If you need support to create presentations that will stimulate your audience rather than sedate them then don’t be afraid to buy that support from a bid writing consultancy. © 2009 Bids, Funding & Tenders (BFT) Consultancy

Auction Bids To Zero

How about online auction sites where the item gets cheaper with every bid that comes in. How interesting is that? This particular auction house category is titled….’Bid to Zero’.

Imagine if you were bidding on a car or any top brand product….and your bid….did get to zero! Forget it….it won’t happen. Someone will zap it up before that possibility!

With these auctions….the item starts off at the normal sale price….and then goes down with each bid.So if it reaches a price that someone is happy to pay….that’s it….sold. Really….won…would be more accurate.

Reverse Auctions

To continue the same scenario as above, while an item price is being bid down….there could be twenty people biding. Out of those 20 bidders….5 bidders may be looking at paying….say….$500 for the item. All five bidders claim the bid at $500. In this case the online auction sites use a special formula to decide the bid winner.

Another auction bid type is the unique reverse auction. As the name suggests the above scenario does not happen.The bid has to be ‘unique’. To add to that….there are two variations.

1. Highest unique bid….unmatched at the close of the auction….wins the biding.With these the maximum bid is set at a below normal sale price.

2. Lowest unique bid….has to be unmatched at the close of the auction. Another couple of bidders could of each bid…an identical lower price, but their bid would not be unique. With this type of auction the starting price would be at the normal sale price.

You can see that internet technology is the catalyst for these auctions. Offline….the purpose of an auction is to attain the highest possible bid price. The Collins Dictionary defines an auction as ‘a public sale where articles are sold to the highest bidder’. The emphasis with reverse auctions…seems to be more on its competiveness…as opposed to the actual price.

The Next Generation: Social Competive Interaction

It should never be forgotten that the primary purposes of the online auction sites are to sell products. Because the items are sold at a fraction of their normal price…is neither here nor their. It is great for the successful bidders, but every auction bid is paid for. I’ll explain that further.

To participate…you register online,select a username and get some ‘bid credits’. When you go to the site and login with your username….you’ll see your available ‘bid credits’ displayed. As you bid…the number of available bids reduces. If you’re biding on the ‘Bid to Zero’ auction house….the bids are 50cents to 66cents each. That bid puts the item price down 20 cents. The residue….the difference in the bid cost and the item price reduction….goes to:

1.The cost of the purchase of the item

2.The cost of the freight and handling to the winning bidder

3.To administration costs of the online auction sites and their profit

All the costs are taken care of…by the participants purchase of ‘bid credits’. So the emphasis….as I alluded to earlier…is towards the competive nature of the participants. Social competive interaction online….expressed in a style of auction entertainment….WOW! Whenever I was biding at an (offline) auction….I never saw it as entertainment….except when the Guy chasing flies…had an item knocked down to him. That gave everyone else a laugh!

Internet technology has made this form of social competiveness possible. Not the same as the ’survivor series’ on TV….but maybe more rewarding.

New International Internet Auction Site

A United States company is the latest developer of one of these online auction sites. In building this new system they have gone with quality top brand products to offer. It would be fair to say they have picked the eyes out of the best methods…currently used in similar European auction sites. Eventually they will have as many as eight auction houses…all with various auction styles.

They are making the auctions available on an international basis. Something the other auction sites have been slow to do. I have been advised that they will probably have special delivery arrangements for large items won by bidders living outside of the US…..makes sense!

You Can Become a Business Associate

Also different about this new auction entertainment website is that a business opportunity has been incorporated. Business associates will be able to market the opportunity for the specific purpose of encouraging people to buy bid credits.

What seems sure…is that this social competive interaction as they call it…is highly likely to be very popular. Therefore the business opportunity will very likely….be lucrative!

My Summary

Are these real auctions? You can look at it this way:

Those auction houses where the bid causes the price to rise….even if the rise is fixed at only a penny or a nickel for each bid…do qualify under the definition of an auction.

The auctions where each bid causes the item price to fail….surely are not auctions….but ‘reverse auctions’. As in ‘done’ and ‘undone’.

These online auction sites are a new marketing outlet for the product manufacturers and merchants.They are good business for the auction sites, who make their money on shifting quality products. The bidders could pick-up a new car or TV or computer or a million dollar life insurance policy….for example. Also they could do that for an outlay of $20 worth of bid credits and a whole heap of fun! That seems to make online auction sites….a win-win-win situation….for all participants!

We are living in a day and age where getting financing or loans for just about anything is possible. Lenders all over corporate America and online are bidding for your business. The Internet today is no exception, and in fact, is becoming the rule when it comes to getting cheap loans for your financial matters.

Cheap loans offer debtors opportunities to obtain their financial assistance through different Internet marketplaces. Services such as these offer customers benefits they find very appealing – convenience of shopping for their loans at home as well as the flexibility to examine and review a variety of offers all at once. When you are looking for a cheap loan online, it is a good idea for you to evaluate each package individually and not simply one payment or interest rate in the way you would be through mail-in orders.

So how will the online companies get your attention? Through a little known trick called bid for placement. Well you know what a search engine is, right? Yahoo, Google, MSN, those are the big ones, but there are tons out there. Bid for placement is a search engine marketing method where companies use specific keywords and a “bid for click” to get a certain link ranking in the search engines. When you type in “cheap loan” for example, you will get a list of links to look at. Companies pay to get their link listed first; it is called page rank 1 for example, because they know you are more likely to click on that link first. So, the company will bid on keywords to get to that number one spot. The highest bidder gets page rank 1, second highest page rank 2, and so on. Loan companies are in fierce competition with each other so they have to spend a lot of money to ensure you get to their site before you get to anyone else.

If you are looking at a cheap loan online, you need to consider many things: interest rates, what your monthly payments are going to be, and if there are any additional fees charged like annual fee or what not. Make sure you review a variety of companies as well. Just because a page is set at page rank 1 or 2 does not mean they are the best company. It means they are the company that has paid the most to be in that slot. Review as many as you can, and make a list of the ones with the lowest rates that you want to consider. At this point you can play their game, and make the companies bid for YOUR business.

Bidding is the act of making an offer for an item that is up for auction. Bidding on eBay however is slightly different, and does not work in exactly the same way as normal auctions, at least in theory. Bidding on eBay is meant to be fun, but remember that all bids on eBay are binding, except in the sales of real estate or businesses and the sales of items that are prohibited by law or by eBay’s user agreement.

On eBay, you enter the maximum amount for the item you are willing to pay, and then eBay’s bidding system bids for the items on your behalf. Meaning supposing you are willing to pay $100.00 for an item, you can end up paying only $30.00 for the item, if that was the highest maximum bid anyone else placed.

Bidding on eBay can be very addictive, so its a good idea to have a pre – determined amount you are willing to spend for an item and not exceed it regardless of loosing out on the auction. A good strategy here is to use eBay’s proxy bidding system to automatically bid on your behalf. This means you don’t have to keep coming back to re-bid every time someone places a higher bid.

An Example of how eBay’s Proxy Bidding Process Works

* Search for an item you want to bid on.

* You determine how much you are willing to pay for it, in this example $30.00.

* The current minimum bid on the item is $18.00.

* Enter your maximum bid of $30.00.

* If there are no other bids on the item, eBay’s proxy server will bid for the item at the minimum of $18.00.

* If someone bids $22.00 for the item, eBay’s proxy server will automatically increase your bid to $23.00, which is what it is currently bidding for plus the minimum increment.

* EBay then emails the other bidder to inform them that they have been outbid.

* If there is another bidder with a higher maximum, you will obviously be outbid. But if no other bidder has a higher maximum, you win the auction, and the item is yours and this saves you the time and effort of having to sit around to bid again anytime you are outbid.

And because the proxy bidding system bids using your pre – determined maximum amount, there is no tendency for you to overbid, which significantly saves you some money. Of course you will not always win if someone bids a higher maximum value, but then it will not make you over spend, and because it’s eBay you can always come back again and bid on a similar item from a different seller.

Copyright © David Nettey

Bidding is a term that is exclusively linked with auction. It is a process through which a product is sold in the presence of multiple buyers. In case of a normal auction, the buyers bid for a particular product and the person making the highest bid, generally wins.

The concept of reverse bidding in a unique bid auction is new and different from the traditional form of online auction. The main idea behind reverse bidding is to make it unique. In this case, the bidder quoting the lowest price for a bid becomes the winner.

For example, a digital camera is quoted at a price of $300. Now, two people make a bid of $1.60, three people bid $1.50 and only one person makes the bid for $1.55. In this case, the winner will be the person who has made the bid of $1.55. Even if there are people bidding a lower price than this, the bidder of $1.55 is the unique one as no one else has made an equal bid.

Reverse bidding is an unusual concept but it is interesting and profitable too as it enables bidders and auction visitors to get items at a considerably lower price. Reverse bidding auctions have gained much popularity amongst the more usual Internet auction sites. Many Australian online auctioneers are now choosing to make the lowest unique bidthe winner for their products..

In this line, Youbid.com.au has emerged as an eminent name in the world of Australian online auction sites. Providing a variety of categories to choose from, Youbid can be joined exclusively by Australian and New Zealand nationals.

Joining is absolutely free of charge. To become a member, you just require to fill up a registration form. You must 18 years and above in age to bid on this unique bid site

However, since the idea of a lowest unique bid action is fairly new the strategies involved in successful bidding are also new and different. Here are some quick tips can be followed to become a professional bidder at this style of online auction

1.    Sign up for taking part in an online auction – Become a member and read the FAQs to get a clear idea about the bidding process. I most cases, you can sign up for free at one of the many Internet auction sites, such as Youbid.com.au. Once you are a member, start by making a few bids in the beginning. Practice is the only way to be a perfectionist in the bidding game.

2.    Browse through the products and choose your desired category –  remember you?fre not bidding against others on the retail value of the product. It might be worth many thousands of dollars and be sold for only a few. You just want to get the lowest bid that no-one does ( ie a lowest unique bid)

3.    Do not wait till the end to make a bid –  Unlike a traditional online auction there is no advantage in waiting until the last few seconds. As soon as you have decided on the item, start making the bid. In fact in the case of reverse auction, it is important that a unique bid gets registered as soon as possible. This is because sometimes there isn?ft one single unique bid.  In this case the winner is the first person who made the lowest bid of the two lowest bids. So get in early or you might lose a winning opportunity.

4.    Make multiple bids to outrun other bidders. This is one of the essential strategies in the lowest bid auction.

5.    Keep a track of the status of your bids – Like any good Australian online auction site, Youbid.com.au , will keep its bidders updated through email about the status of their bids. Being the bidder, you should strictly keep a track of the bid status so that the lowest unique bid can belong to you.

As such, these are the various tips that can be followed to emerge as the winning bidder at a lowest bid auction.

Microsoft Corp. has withdrawn its $42.3 billion bid to buy Yahoo Inc., scrapping an attempt to snap up the tarnished Internet icon in hopes of toppling online search and advertising leader Google Inc.

The decision to walk away from the deal came Saturday after last-ditch efforts to negotiate a mutually acceptable sale price proved unsuccessful.

Microsoft was willing to pay $47.5 billion, or $33 per share, up from the bid’s current value of $29.40 per share, according to a letter from Microsoft Chief Executive Steve Ballmer to Yahoo Chief Executive Jerry Yang.

But Yahoo demanded at least $53 billion, or $37 per share, according to Ballmer. That would have been nearly double Yahoo’s stock price of $19.18 at the time Microsoft first made its bid a little over three months ago.

“Clearly a deal is not to be,” Ballmer wrote. A spokeswoman for Sunnyvale-based Yahoo didn’t immediately return a call seeking comment.

The decision to walk away came as a surprise, given that many analysts believed Microsoft wanted to close the deal badly enough to either sweeten the offer or pursue a hostile takeover — a risky maneuver that would have required an attempt to replace the Yahoo board that spurned the bid.

But Ballmer said he concluded that pursuing a so-called proxy battle was “not sensible.”

“Our discussions with you have led us to conclude that, in the interim, you would take steps that would make Yahoo undesirable as an acquisition,” Ballmer wrote to Yang.

But Yahoo hasn’t necessarily faded from Microsoft’s crosshairs.

The software maker conceivably could renew its bid later this year if Yahoo can’t bounce back from more than two years of financial lethargy.

Should Yahoo’s turnaround efforts flop, many analysts believe the company’s stock would sink into the mid-teens and open the door for another takeover offer that would be more difficult to rebuff.

For now, at least, Microsoft appears to believe it has enough internal weapons to chip away at Google’s dominance of the booming Internet ad market.

“We have a talented team in place and a compelling plan to grow our business through innovative new services and strategic transactions with other business partners,” Ballmer said. “While Yahoo would have accelerated our strategy, I am confident that we can continue to move forward toward our goals.”

The first step to bid on something at an online auction is to sign up on the site of auction. There are many places that you can bid online for items. The biggest and best known online auction site is of course, eBay but it is not the only one.

Once you sign up for an account with an online auction site, you are going to have to find the item that you want to bid on. Once you find the item that you want to bid on, you are going to have to know how to bid. There is a secret in knowing how to bid at online auctions that you should be aware of.

Most online auction sites will list their items and they will start the bid very low. Some online auctions will place a reserve on their bid too, meaning that if no one bids high enough, the item will not sell. If you want to bid on an item at an online auction site, what you are going to have to do is make sure that there is no reserve on the item, or if there is, make sure that you have enough money to pay for the item at that price. Sometimes if there are enough bids on an item, the seller will not charge the reserve in order to get rid of the item, but not always.

If you want to get the item for cheap, the best thing that you can do is watch the item carefully. Do not bid a lot of money. Always bid at the lowest increment that you can. When you do place your bid, wait and watch and see what happens. If there are a lot of people wanting to get the item, there will be more bids. If the bids go up, then you are going to have to bid again. If the bids go up right away, then keep watching them.

The best way to win a bid at online auctions is to wait till the end of the auction, or a few minutes towards the end of the auction. If the bid does not go up, then you should bid on it at the end to win the auction. You do not want to bid on an item consecutively, because it will let the other person know who is bidding along side with you that he has competition on the item. You are going to want to bid once at the start and once at the end, to ensure that you will win the item at the online auction. This is the best possible way to know how to bid at online auctions.

Online auctions can be a great way to get deals on many types of goods, from computers and electronics to antiques and collectibles. And this can happen through your mobile phones as well. With the advent of wireless networking and mobile computing technologies, there has been considerable interest in developing various mobile commerce services such as Online Mobile Auctions.

At auctionbytouch.com (ABT), a bidding and purchasing software application firm, we provide comprehensive, customized, solutions for mobile devices. We specialize in creating interfaces that are built for each mobile device on the market; whether it is Blackberry, Palm, iPhone or one of the many other devices, our goal is to provide a seamless and easy to use solution for each user.