IDC

“Everything, Everywhere, All at Once” isn’t just a movie; it’s an apt description of the place of AI in the world today. No matter where you look, AI has infiltrated every aspect of work and play. You have it in your products. Your competitors have it in theirs. How can you navigate and better understand this big market shift? What was once a bold product differentiator has become the baseline for attracting today’s digitally fluent tech buyers. Buyers who, in turn, are leveraging AI to search, compare, and choose vendors faster than ever. In fact, as of 2024, 74% of B2B tech buyers say they plan to buy more through eCommerce and engage less with sales reps over the next three years, up from 56% in 2019. As AI pushes this evolution even further, 70% of U.S. B2B buyers will rely on GenAI tools throughout their buying process by 2028. This evolving behavior is rewriting the product marketing playbook. Effective marketing has always been about strong positioning and creating real demand in the marketplace. If you can’t clearly communicate how your AI solution outpaces the rest, someone else will – and your C-suite knows it. The pressure to differentiate your AI is landing squarely on marketing’s shoulders. In an AI-saturated market, the question isn’t “Who has AI?” It’s “Who markets it better?” The Pressure Cascade: What Today’s Marketing Leaders Are Up Against Thirty-nine percent of executives expect CMOs and their teams to develop a new strategy for customer acquisitions in the next 12 to 18 months, according to IDC’s 2024 Worldwide CMO Priorities Study. Similarly, 31% of executives expect marketing to optimize costs and improve marketing ROI. C-suite leaders are raising the bar internally for marketing performance. In other words, CEOs, CFOs, and CIOs/CTOs now expect CMOs to own growth, ROI, and technology alignment. As the bar continues to rise, CMOs are pushing their teams harder to deliver more, faster, and with a measurable impact. This mounting set of expectations is what we call the Pressure Cascade. Without intervention, it overwhelms strategy, fractures execution, and stalls growth. Overcome the pressure with this eBook – Leading through Change: Capitalizing on Growth in the AI Technology Shift How Executive Expectations Are Reshaping Marketing Each executive brings a unique perspective to the table, and understanding their individual viewpoints is crucial for marketing teams to align, adapt, and lead effectively. CEO: “Marketing needs to show how we’re leveraging AI to evolve the business, not just the brand.” Takeaway: Marketing must lead the charge in transforming how the business shows up in the market, delivering business evolution that signals leadership and competitive strength. CFO: “If we’re investing in AI tools and content, I need proof that it’s tied to real opportunity and growth.” Takeaway: ROI is under the microscope. Marketing must prove how AI-enabled products generate revenue, reduce inefficiencies, and create measurable business value. CTO: “Marketing must accurately communicate the business value of our AI capabilities to the market.” Takeaway: Tech credibility matters. Marketing must translate complex AI capabilities into clear, trustworthy messaging that aligns internally with the technology roadmap and differentiates the business externally. In short: your CEO wants innovation, your CFO wants proof, and your CTO wants alignment. Learn about Marketing’s expanding role in the infographic – Rise of the Chief Market Officer What’s at Stake? AI has transformed your product, your buyer, and your internal expectations. And yet, many go-to-market (GTM) strategies haven’t caught up. When marketing fails to reflect this shift, the ramifications are real: campaigns stall, budgets shrink, strategies shift, and competitors with a differentiated AI value proposition surge ahead. Where CMOs Go from Here: Turning Pressure Into Performance CMOs are reframing internal conversations to reflect the new stakes, asking more urgent questions of their teams: “Where’s the real market data, not assumptions?” “How are our competitors using AI and how do we beat them?” “What’s the story that proves we’re ahead of the curve?” “What do our buyers really want and need?” These aren’t rhetorical questions. They point directly to the biggest barriers many marketing teams face today: Data gaps Too many strategies are still built on outdated assumptions or incomplete insights. Without reliable, real-time data, many marketing initiatives stall before they start. Competitive positioning As more companies adopt AI, differentiation becomes more difficult and more urgent. Being a fast follower isn’t enough when the C-suite expects marketing to lead. Narrative clarity Without a clear, compelling story that connects your product to business outcomes, even the most advanced capabilities fail to inspire confidence both internally and externally. This isn’t just about having AI. It’s about rewiring your GTM strategy to be insight-led, execution-focused, and ROI-driven. Surface-level product claims, vague positioning, and outdated assumptions don’t cut it when AI-savvy buyers and executive pressure leave no room for error. Your Next Move For CMOs ready to act, the upside is real. When marketed effectively, AI becomes a force multiplier: Enable smarter decision-making with predictive, real-time insights. Position your AI capabilities as a lasting competitive edge Build internal and external trust through a credible, future-facing narrative. Easing the Pressure Cascade is the key to capitalizing on the AI tech shift. Need resources to navigate the AI technology shift? Visit our dedicated resource center. Ease the Pressure Cascade With Trusted Tech Intelligence To navigate and understand big market shifts like AI, CMOs need research-backed technology intelligence.  Access to analysis and insights grounded in real buyer data, peer benchmarks, and industry-wide trends enables CMOs and their teams to make evidence-based decisions.  Here’s how data can fuel the right decisions for your company: Turn insights into action. Align on what matters most and take action with confidence. Inform competitive positioning. Understand how your competitors are using AI and where you can outpace them. Craft a future-forward narrative. Articulate a compelling story that resonates with buyers and stakeholders alike. Without trusted intelligence, the Pressure Cascade becomes a drag on execution and morale. With the right data and partners, it becomes your launchpad to lead change,

Large Cloud Providers are Supercharging Support for Security Channel In the ever-evolving realm of cybersecurity, we are seeing exciting changes in how top vendors are supporting their channel partners. Many cybersecurity channel partners have noticed that major cloud providers are ramping up their channel support teams more quickly than other SIEM vendors. As Google and Microsoft boost their channel support, they are transforming the security landscape. Meanwhile, customers are observing a steadier pace of change in channel support staff among other SIEM vendors. Tech Titans Turned Cyber Stars: Google and Microsoft’s SIEM Surge Channel partners are increasingly recognizing Google and Microsoft for their efforts in enhancing channel support among vendors offering SIEM solutions. While these tech giants have traditionally been recognized by the channel as leaders in software, search, and cloud services, their role in the cybersecurity market, including SIEM, is evolving. Senior security channel executives are now viewing them as key players in cybersecurity. Historically, the responsibility for Microsoft and Google within channel organizations has not been with the security business unit. Similarly, their initial successes in the security sector were often add-on deals, with account management handled by channel staff outside the dedicated security sales team. Google’s Security Renaissance: Mandiant Magic and Channel Opportunities Google’s acquisition of Mandiant has reignited its focus on security, boosting customer awareness of Google’s growing role in the security market. Mandiant’s strong reputation for incident response services has played a significant part in this shift. Security incidents often lead to new priorities, vendor changes, quicker decision-making, and increased budgets, all of which position Google to benefit from investments in channel support staff. Additionally, Google’s Security Operations solution is gaining traction in the SIEM space, with the Gemini AI assistant helping to lighten the workload for analysts. Channel organizations are eager to partner with companies that customers are interested in migrating to or have existing investments with, creating opportunities for up-selling. Microsoft’s Masterstroke: Bundling Brilliance and Channel Charm For Microsoft, it was not a single acquisition or product category that drove demand in the security channel. Instead, it was their bundling strategy, which integrated security features into E3 and E5 licenses. Initially, security channel organizations saw this approach as a potential risk, as they often partnered with vendors competing against Microsoft and faced challenges in price comparisons. While the channel recognized the value of Microsoft’s ecosystem, there were concerns about profitability with a company not traditionally seen as channel focused. However, as Microsoft’s security capabilities have gained industry respect, channel partners have embraced the partnership. Microsoft is now seen as increasing its channel support staff in the security sector. As the second largest SIEM vendor by revenue, Microsoft continues to improve Microsoft Sentinel with SOC optimization. Microsoft’s Security Copilot works across the security products, helping security analysts work more efficiently. Beyond SIEM: Google and Microsoft’s Security Spotlight Sparks New Opportunities The enhanced security visibility of both Google and Microsoft extends beyond just SIEM, and their growing commitment to supporting channel partners opens up exciting new opportunities for customers to explore and evaluate products across various categories. Cloud Marketplace Magic: AWS Leads the Way in Partner Collaboration The influence of cloud marketplaces is truly significant. They are enhancing their collaboration with traditional reseller partners, streamlining processes to make it easier for the channel to work alongside security vendors. This improvement is particularly evident with AWS. IBM’s Channel Shift Beyond QRadar IBM is seen by North American channel partners as expanding its channel support staff. However, the transition of IBM’s QRadar SaaS business to Palo Alto is expected to result in this growth having a greater impact to IBM’s other security categories beyond SIEM. Channel Balancing Act: SIEM Growth and Support Dynamics for CrowdStrike, Fortinet, and Palo Alto CrowdStrike, Fortinet, and Palo Alto are all expanding their SIEM business, but there is a slight perception that they might be losing channel support staff rather than gaining it, due to a range of factors. As major security-focused vendors, these companies are welcoming hundreds of new channel partners each year. However, adding partners without increasing support staff can sometimes leave partners feeling overlooked if resources become stretched thin. Additionally, vendors often bring in channel support staff focused on specific vertical markets or product categories, which may not always align with every channel organization’s needs. Sometimes, vendors strategically shift their focus to certain types of partners, like GSIs over regional VARs, based on their target market segments or other considerations. In such cases, existing partners might receive less attention or see expansion opportunities shift to other partners. It is also important to remember that large cybersecurity vendors have well-established channel partner programs, and changes in personnel and organization are often seen as a normal part of the partner-vendor relationship. Navigating Change with Cisco’s Splunk’s Acquisition Cisco and Splunk are perceived as losing channel support staff more frequently than they are gaining it. Acquisitions can naturally lead to some disruption in the channel, as partners from both the acquiring and acquired companies may feel a bit anxious about potential changes. However, there was an optimism that Splunk could benefit from Cisco’s extensive channel presence following the acquisition. For More Information: To learn more about the perceived changes in channel support staff among SIEM vendors, check out IDC’s Survey Spotlight: SIEM: Vendor Perceptions of Channel Support Staff Changes (US53441425). Or check out the full results of IDC’s North American Security Channel Partners Survey, 2024. (US53227225) Jaclynn Anderson, Research Director, Security & Trust source

Apple’s Worldwide Developers Conference (WWDC) 2025 presented a strategic direction with three overarching themes: a comprehensive design overhaul across all its platforms, the introduction of a new OS naming convention, and continued development of Apple Intelligence. This year’s event was not about disruptive innovation, but rather careful calibration, platform refinement and developer enablement – positioning itself for future moves rather than unveiling game-changing technologies. At the heart of WWDC 2025 was a comprehensive naming overhaul of Apple’s software platforms. iOS, macOS, iPadOS, watchOS, visionOS, and tvOS are all being rebranded under a year-based naming convention – iOS 26, macOS 26 (Tahoe), and so on – signaling a shift toward a more predictable, aligned cadence across the Apple ecosystem. But this new branding is more than cosmetic. The user interface (UI) across platforms has been redesigned with a Liquid Glass aesthetic, emphasizing light, transparency and depth, heavily influenced by the visionOS UI. The look and feel – with more translucent menus, updated icons, and redesigned toolbars – brings Apple’s mobile, desktop and XR environments closer together. These changes bring a more visually appealing experience, more clarity to navigation and controls, and provide a more polished overall user experience. Strategically, Apple appears to be leveraging a refreshed and unified user experience as a primary means to preserve ecosystem loyalty and stimulate hardware upgrades. By making the experience more cohesive, it implicitly raises the friction for users considering a switch to competing platforms, while offering a new aesthetic standard that could make Android interfaces appear dated. Apple Intelligence If the tech industry was hoping for Apple to make a grand leap forward in artificial intelligence, they will have to keep waiting. While Apple Intelligence was central to the announcements, its presence was more about setting direction, keep incrementing app functionality, rather than introducing new disruptive futuristic applications. The most significant AI-related news is the decision to open up Apple’s foundation models to developers. For the first time, with the new Foundations Model Framework, developers will be able to access the same on-device and Private Cloud models used for features like Genmoji, writing tools and summarization. This step brings Apple closer to the kind of AI tools that competitors such as OpenAI, Google and Meta have been offering for some time. This move to empower developers is strategically important, as it allows Apple to leverage its vast developer community to infuse the ecosystem with AI capabilities and more specialized AI applications, catapulting them to the next level sooner. There are also tangible improvements for users: Apple Intelligence is expanding to new countries and will support additional languages. The key consumer-facing AI upgrade is a push into translation. Building on the existing Translate app, Live Translation is being integrated more deeply with Messages, FaceTime and the Phone App. There are two important additions to the Phone app – Call Screening and Hold Assist – will improve privacy by filtering spam or unwanted calls. Visual Intelligence also gets an important update. The iPhone will now identify additional information about screenshots, offer to add relevant events to the Calendar, or allow users to ask ChatGPT for more details about the image content. Users can also highlight a portion of an image to isolate it as the area of interest for Visual Intelligence. Other AI enhancements include an upgrade to Genmoji, which can now combine standard emojis into custom expressions. The Shortcuts app has also been upgraded using Apple intelligence models, enabling more powerful and intuitive user-created automations with intelligent actions. Users will be able to tap into Apple models (on-device, private cloud compute, or even ChatGPT), directly from Shortcuts. More announcements were made for watchOS, tvOS and iPadOS, which will resonate well with consumers. Currently, Apple’s AI strategy, as showcased, leans more towards systemic integration and developer empowerment rather than delivering groundbreaking consumer-facing AI functionalities that have captured market attention. While this carries the risk of competitors moving faster, it also delineates a potential pathway for Apple to offer differentiated value, likely centered on its traditional pillars of privacy and seamless integration. This is a classic Apple modus operandi, but it now confronts significant challenges amid the ongoing AI gold rush. Notably absent is any significant overhaul to Siri, which is expected in 2026. Meanwhile, Apple’s voice interface remains significantly behind rivals in both intelligence and utility – a gap increasingly problematic given the accelerated pace of AI innovation elsewhere. However, Apple was humble enough to explain that is not willing to compromise the user security, privacy and experience for the sake of speed, which is the exact right strategy. Consumers are not yet all hooked on AI features and the majority don’t even understand the benefits. Bringing an AI Siri experience that won’t delight users, will hinder not just Apple, but the entire industry. iPad and Mac On the iPad, Apple is bringing the iPad and the Mac even closer. The introduction of more Mac-like multitasking features, is a sign of the company’s continued ambition to evolve the iPad into a true productivity tool. This is a continuation of Apple’s long term strategy to position the iPad, particularly its Pro models, as a viable laptop replacement for productivity-focused tasks. For users, this could mean a significantly more efficient workflow when managing multiple applications. The new macOS Tahoe will fully embrace the new Liquid Glass design, including fresh designs for the menu bar and window buttons. The Control Centre has been redesigned, and, for the first time, it will be possible to add third-party apps. A new Preview app will be introduced on the iPad, which will allow users to open and edit PDF files, as well as images. There’s also an important development in Audio and Video: users will be able to select which microphone to use. Local Capture (Microsoft Teams, FaceTime, Zoom and Webex), will allow different inputs to be used recordings combined – an excellent feature for podcasting. Spotlight on macOS got a massive revamp to improve user experience. Users will be able

We’ve always been the guide. Now we look the part. Today, we’re excited to unveil IDC’s refreshed brand identity — a bold new expression of who we are, what we stand for, and the value we deliver to customers. This is more than a logo update or a new color palette (though yes, they look pretty sharp). It’s an evolution that honors our legacy while signaling the future we’re building.  In a world moving faster than ever, where technological change is constant and complex, our job is clear: to help you navigate the changing landscape so you can confidently make the right decisions, at the right time.   IDC has long been recognized for the depth of our research, the quality of our data, and the strength of our relationships. Our business is built on delivering trusted, evidence-based insight in a way that is accessible, human, and actionable. This new identity brings that promise to life by making our value more visible, cohesive, and aligned with what you expect from IDC.  From vision to visuals: the story behind the design At the heart of our refreshed look are two core elements: a refined logo and new path beacon.  The logo honors our 60+ year heritage but elevates it with a modern, signature hue: Beacon Blue.  The path tells our story — a dynamic visual element that flows from dark to light, symbolizing the journey from raw data to actionable insight. It’s literal. It’s metaphorical. And it’s unmistakably IDC.  Together, they create a fresh look that visually represents the clarity and confidence we bring companies around the globe.  This is just the beginning. We’re rolling out the new look starting today, but this is just the start. To ensure consistency and quality every step of the way, we’ll continue unveiling our branding across new touchpoints on an ongoing basis.  That’s important because this refresh isn’t just about appearances. It’s a signal of where IDC is headed — a company committed to quality, innovation, and deep partnership. A company evolving alongside you, expanding our reach, and ready to meet the next era of tech intelligence head-on.  Today, we look different. But make no mistake — the IDC you trust is still here. Sharper, bolder, and more aligned than ever. We can’t wait to show you what’s next.  #WeAreIDC  source

Despite Computex’s push toward areas like data center AI and smart factories, PCs still have a long history at the show, reflective of the industry in Taiwan. Last year in particular was a particularly notable surge with the big AI PC push from the likes of Intel, AMD and Qualcomm. But this year was seemingly more quiet – at least, in terms of keynote addresses. Sure, Jensen Huang kept up his rockstar status with paparazzi and autograph-seeking crowds following him around, but NVIDIA’s messaging was centered around datacenter AI instead of PCs. The big PC-centric keynotes from the likes of Intel, ASUS, Microsoft and others were noticeably absent this year. Now, Intel’s case was understandable given their recent management changes. And to be clear, they were very much engaged with the industry and small groups of media at their usual booth and hotel meeting rooms. That included working samples of their next Panther Lake processor, which will ship via OEMs as we transition into the new year. ASUS did not run its large launch events this year, but its executives were on stage at multiple keynotes like Qualcomm and AMD, and released an array of products in smaller media sessions, similar to its crosstown rivals Acer and MSI. Qualcomm held a keynote focused on design wins with HP and ASUS for its entry-level 8-core Snapdragon X processors as well as talking up its progress with native apps. But it deferred details of its next PC processor to its Snapdragon Summit in September. AMD’s keynote was more focused on workstations and pivoting ROCm to GPUs rather than talking too much about Krackan Point and NPU-based workloads. That though was just from a keynote perspective. On the ground, the show floor still buzzed with energy from the modding community and overclockers with giant liquid nitrogen tanks. And to be clear, this year’s show was a week or two earlier than usual, clashing with other key industry events in May including Microsoft Build, Dell Tech World, Google I/O, and even Huawei’s HarmonyOS PC launch. Huawei’s efforts are worth a dedicated discussion on its own, but the short summary is that application support will be a critical gating factor. In the case of Microsoft, there were indeed a number of developments around new Copilot+ features, MCP support in Windows 11, as well enabling cross-NPU AI through Windows AI Foundry. But the lack of big use cases does makes one further wonder whether the momentum around AI PCs has stalled. To be sure, the industry has been distracted with the trade war lately. Indeed, many of my conversations this year have led with a tariff discussion rather than AI PCs. We think that AI PC adoption will hit some speedbumps due to the volatility around tariffs, especially if buyers are under pressure to buy cheaper products in light of economic uncertainty. But the industry is still moving in a forward direction. All three of the PC CPU providers quietly showed off more apps taking advantage of their integrated NPUs. At the AMD event, Lenovo briefly mentioned that a school in Hong Kong used on-device AI trained on the school’s approved content to save time for both students and teachers. Overall, the industry’s progress is slower than what one might hope for, but it is still moving forward. Disappointingly, the ongoing rumors of a potential NVIDIA and MediaTek entry into the Windows on Arm ecosystem were never confirmed. I recall waiting for confirmation last year too, but it never materialized in either year. MediaTek briefly mentioned its already-announced Kompanio Ultra for Chromebooks instead of Windows, while Jensen Huang deflected his AI PC comments toward GeForce GPUs (in his words, “RTX equals AI”) as well as DGX Spark, which is more of a specialized product for researchers. To that end, the more notable development wasn’t even at Computex, but instead at Dell Tech World, where the Dell Pro Max Plus workstation was unveiled with a Qualcomm AI 100 PC Inference Card consisting of two of the company’s Cloud AI 100 data center processors. The industry is nonetheless still hopeful for AI PCs as a driver over time, with the installed base of NPUs being built first and developers eventually finding more ways to light up that power-efficient and optimized part of the die later. The forecast that we refreshed last week puts 57% of PC shipments next year with an integrated NPU, which is a few points lower than what we published in our previous cycle but nonetheless is close to expectations from market players, especially as Intel pushes both Arrow Lake as well as its upcoming Panther Lake processors next year. Upside scenarios could develop with the emergence of new silicon providers as well as new use cases, but that has not materialized yet. Let’s cross our fingers that the trade war doesn’t rock the boat too much either. source

With continuously rising healthcare costs, there is a fundamental need to adopt a more preemptive strategy towards healthcare. Many questions are being asked. What can one do to improve population health outcomes and reduce the burden of disease? Would preempting illness not be a better option than treating it?  Can the life sciences industry leverage innovative strategies to design personalized solutions to improve health and prevent disease? Will this create a paradigm shift in healthcare strategy and R&D innovation? Preemptive health focuses on anticipating and preventing diseases before they manifest, leveraging technological advancements to enhance early detection and intervention.  Preemptive health not only calls for innovative solutions, but it calls for an innovative mindset as well. Various innovative solutions are being developed across the industry. Etiome (a Flagship Pioneering company) recently launched its AI-powered Temporal Biodynamics platform to forecast how individuals are likely to progress along the disease continuum, confirm disease biostages with temporally relevant markers, potential disease stage–specific targets, and develop Biostaged Medicines to halt or reverse disease, and is focusing on metabolic, neurodegenerative, pre-cancerous and autoimmune diseases. Twin Health is creating digital twins, digital replicas of a person’s metabolism   to address the root causes of metabolic conditions like obesity, prediabetes, and type 2 diabetes. The focus is on analyzing an individual’s gut microbiome to understand its impact on the person’s overall health. Harvard has highlighted the importance of ‘precision nutrition’, wherein an individual’s DNA, microbiome, and metabolic response to specific foods or dietary patterns are evaluated to develop tailored diets. The concept of ‘Food as a Medicine‘ is gaining importance. Companies such as Brightseed are using AI-driven platforms to identify the health benefits of plant-based bioactives which have the potential to influence the microbiome. The Glucagon-like peptide-1 GLP-1 receptor agonists (GLP-1RAs) market is booming as managing obesity and reducing the risk of developing type 2 diabetes takes center stage. The US Preventive Services Task Force (USPSTF) is reportedly developing a draft research plan to determine whether to grade anti-obesity medications (AOMs) as preventive medications for chronic weight management.   Eko Health has developed AI-enabled digital stethoscopes with FDA-cleared algorithms to detect cardiovascular and pulmonary diseases during routine physical exams, facilitating early intervention and improved patient outcomes. Genomic, Inc. has developed a test called Health Insights, which carries out polygenic risk scoring for the early detection of conditions such as cardiovascular disease, diabetes, breast cancer and prostrate cancer, now offered by the healthcare provider Bupa in the UK. Neko Health offers AI-enabled non-invasive body scans, mapping millions of health data points on and in an individual’s body in a few minutes enabling the early detection of potential health issues. The reality is that we need to focus on increasing our healthspan (the period of life spent in good health, free from major diseases and disabilities), not just our lifespan. We need to live healthy lives, not just longer lives. Pharmas and biotechs are increasingly focusing on developing products that increase the healthspan, in addition to lifespan. Longevity research is an area of growing importance. Bioage, for example, has entered into a multi-year research collaboration worth up to $550 million with Novartis, to identify “molecular mediators of the benefits of exercise.” Exercise can influence gene expression, but one’s capacity to exercise decreases with age. BioAge is exploring the possibility of developing a pill using its AI platform that will have the same positive effect on gene expression as exercise does, a key element of its partnership with Novartis. The Advanced Research Projects Agency for Health (ARPA-H) research funding agency launched in 2022, made pivotal investments in breakthrough transformative biomedical and health technologies and applicable platforms to provide health solutions for all.  Early-stage funding remains challenging for healthspan innovators, and ARPA-H could serve as a valuable non-dilutive funding opportunity for them. ARPA-H’s Proactive Health initiative has a simple goal. It will promote treatments and behaviors that will reduce the likelihood that people become patients. And that is what the life sciences industry needs to prioritize. Yet care should be taken to ensure that while forecasting the likelihood of developing a disease, racial and ethnic disparities, as well as socioeconomic status (SES) should be accounted for, test results should not create unnecessary panic in a lay person, and clinical oversight should always be maintained. Pharmas and biotechs should invest in R&D to build out a pipeline of innovative products / solutions focused on preemptive health. Policy makers should encourage investment in preemptive health. At the end of the day, predictive approaches and preemptive strategies must lead the way.  source