TECHNOLOGY
How to spot ‘Santa’ in the sky TONIGHT as the International Space Station passes over the UK
If you’re looking to share a little Christmas magic with the budding astronomers in your life, NASA has just provided the perfect solution.
In the early hours of Christmas morning, ‘Santa’, better known as the International Space Station (ISS), will pass directly over the UK.
Although it isn’t the real Father Christmas, the glittering light of the ISS is guaranteed to enthral any children desperate to see where their presents come from.
And the great news is that you won’t need any special equipment to see Santa’s sleigh.
Although the ISS is relatively small compared to other objects in space, it orbits at an extremely low altitude of just 250 miles (400 km).
That means the orbital lab will be one of the brightest objects in the night sky as it whizzes above our heads.
According to NASA, there will be two excellent chances to spot the ISS this Christmas.
So, here is everything you need to know to catch a glimpse of ‘Santa’.
If you want to spread some Christmas magic this holiday, you can catch a glimpse of Santa and his sleigh, better known as the International Space Station, as it passes over the UK (file image)
The ISS will appear as a solid white light moving in a steady line across the sky. It will not blink or flash like a plane or fade out like a shooting star. Pictured: The ISS seen from Earth
Since the ISS travels at 17,900 mph (28,800 kmph), it orbits Earth every 90 minutes, meaning there are often multiple chances to spot it.
However, not all of these are visible throughout the day.
Catherine Muller, astronomer at the Royal Observatory Greenwich, told the Daily Mail: ‘Just like we’re able to see the Moon because it reflects light from the Sun, we’re able to spot the ISS with the naked eye because its solar panels reflect light from the Sun.
‘Unlike the Moon, it’s not bright enough to be spotted during the day.’
That means the best time to see the ISS is just before dawn or after dusk, when the viewer is in the dark while the ISS is still being illuminated by the sun.
Luckily, there will be two such opportunities to see Santa on his way back to the North Pole on Christmas morning.
For any early risers, the first opportunity will occur at 04:44 GMT on Christmas morning, with the ISS appearing 16° above the horizon in the East.
However, this won’t be your best chance to see Santa as the light of the ISS will only be visible for about a minute and will remain quite low in the sky.
There will be two opportunities to see the ISS on Christmas morning. One at 04:44 GMT and a second, much better chance at 06:17 GMT (pictured)
When to see the ISS this Christmas
Christmas Day, 04:44 AM
- Visible: 1 minute
- Max height: 16°
- Appears: 16° above East
Christmas Day, 06:17 AM
- Visible: 5-6 minutes
- Max height: 73°
- Appears: 36° above West
Boxing Day, 05:31 AM
- Visible: 3 minutes
- Max height: 52°
- Appears: 52° above East
Boxing Day, 07:07 AM
- Visible: 6 minutes
- Max height: 33°
- Appears: 11° above West
The best chance will come a few hours later, shortly after six in the morning, as the ISS rises 36° above the horizon.
Mr Muller says: The ISS will become visible at 06:17 GMT in the west, and will curve higher in the sky towards the south before disappearing in the East.
‘It will only be visible for five minutes, until 06:22 GMT, and will look like a star steadily moving across the sky. It will not flash or blink like a plane.’
Even though the ISS is bright, it can still be a little difficult to spot if you don’t know where to look.
That means the most important thing is making sure you know exactly when and where it is going to be visible.
The best thing to do is download NASA’s ‘Spot the Station’ app on your phone.
This provides real-time information about the station’s location, alerts you to upcoming sightings, and has an augmented reality mode which shows you where the station should be using your phone camera.
Once you are confident that you can find the station, all the normal rules you would use for stargazing still apply.
The ISS doesn’t produce any light of its own, but rather reflects light from the sun as the moon does. This means the best time to see it is before dawn or after dusk, when the viewer is in the dark and the station is in the light
The Met Office forecasts clear skies over the south of England and Scotland. There will be patchy cloud over the north of England and Wales
‘It’s important to give your eyes enough time to adapt to the dark beforehand to ensure you don’t miss the ISS passing overhead, and try and find a location with minimal light pollution,’ says Ms Muller.
If you can, try to avoid using a bright torch or looking at your phone for at least 15 minutes before the ISS arrives so that your eyes will be fully adjusted.
Luckily, the cloudy weather of the past few days looks to be finally clearing just in time for a clear, cold Christmas day.
According to the Met Office forecast, there will be some patchy cloud over Wales and the North of England, while the rest of the country remains clear.
That should mean many people will have a great chance to catch the ISS passing overhead.
Even if you can’t wake up early enough to see the space station, you may still be able to catch a few shooting stars this evening from the tail end of the Ursid Meteor shower.
The Ursids run until December 26, producing about 10 shooting stars every hour at their peak, and are known for the occasional bright cluster of fireballs.
As long as you have a clear view of the sky to the north and are far from any light sources, you might be able to see a few shooting stars appearing from the constellation Ursa Minor.
Meanwhile, on the ISS, astronauts will be celebrating the holiday with a special meal including ‘clams, oysters, turkey, green beans, and smoked salmon, along with shelf-stable treats such as candies, icing, almond butter, and hummus’
The astronauts aboard the ISS have their own festive traditions, including giving small gifts and hanging spacesuit boots on the airlock rather than stockings above the fireplace
Meanwhile, up on the ISS, the astronauts are also preparing for their Christmas celebrations.
NASA says that astronauts will have the chance to enjoy a Christmas dinner including ‘clams, oysters, turkey, green beans, and smoked salmon, along with shelf-stable treats such as candies, icing, almond butter, and hummus.’
Astronauts will also exchange small gifts and spend the day connecting with their families on Earth through video calls.
In a video message recorded from the station, NASA astronaut Mike Fincke says: ‘During this season, it’s about spending time with family and friends and spending time together and reflecting on the year, and what a great year it has been for us as astronauts.
‘It’s also a little bit sad because we’re not with our families at the time, but actually we are; we’re with our space family. So, we’re okay, and we’re looking forward to spending the holidays together.
EXPLAINED: THE $100 BILLION INTERNATIONAL SPACE STATION SITS 250 MILES ABOVE THE EARTH
The International Space Station (ISS) is a $100 billion (£80 billion) science and engineering laboratory that orbits 250 miles (400 km) above Earth.
It has been permanently staffed by rotating crews of astronauts and cosmonauts since November 2000.
Crews have come mainly from the US and Russia, but the Japanese space agency JAXA and European space agency ESA have also sent astronauts.
The International Space Station has been continuously occupied for more than 20 years and has been expended with multiple new modules added and upgrades to systems
Research conducted aboard the ISS often requires one or more of the unusual conditions present in low Earth orbit, such as low-gravity or oxygen.
ISS studies have investigated human research, space medicine, life sciences, physical sciences, astronomy and meteorology.
The US space agency, NASA, spends about $3 billion (£2.4 billion) a year on the space station program, with the remaining funding coming from international partners, including Europe, Russia and Japan.
So far 244 individuals from 19 countries have visited the station, and among them eight private citizens who spent up to $50 million for their visit.
There is an ongoing debate about the future of the station beyond 2025, when it is thought some of the original structure will reach ‘end of life’.
Russia, a major partner in the station, plans to launch its own orbital platform around then, with Axiom Space, a private firm, planning to send its own modules for purely commercial use to the station at the same time.
NASA, ESA, JAXA and the Canadian Space Agency (CSA) are working together to build a space station in orbit around the moon, and Russia and China are working on a similar project, that would also include a base on the surface.
Nigeria’s internet penetration crossed the 50% mark in November 2025, reaching 50.58%, according to the latest industry data from the Nigerian Communications Commission (NCC), signifying steady progress but well short of the 70% broadband penetration target set under the National Broadband Plan (NBP) 2020–2025, which expires in December.
The increase was up from 45.61% in January, representing a gain of nearly five percentage points over the year.
The NBP established ambitious benchmarks to drive digital inclusion, includingextending effective broadband coverage to at least 90% of the population, achieving minimum download speeds of 25 Mbps in urban areas and 10 Mbps in rural regions, and ensuring data affordability at no more than ₦390 per 1GB, equivalent to 2% of median income or 1% of the minimum wage. Despite entering the plan’s final weeks, Nigeria’s current broadband landscape falls short.
By November 2025, broadband subscriptions in the country stood at around 109 million. The growth trajectory has been uneven: the nation missed its interim 2023 target of 50% penetration and ended 2024 at 44.43%, highlighting persistent structural and regulatory challenges. Among these, fibre optic vandalism, which accounts for 30 to 43 cuts daily, high Right-of-Way (RoW) fees, and declining subscription numbers, losing over a million users in early 2025, have hampered expansion and reliability.
Nevertheless, several factors have driven broadband growth in recent years. Mobile network expansion, particularly 3G and 4G deployments, has underpinned most of the increase, with limited 5G rollouts supplementing capacity in urban areas. Falling smartphone prices and competitive data bundles have enabled more Nigerians to access mobile internet, while policy frameworks like the NBP and investments in the National Communications Backbone have incentivised private sector participation, especially in underserved and rural areas.
The shortfall against targets largely reflects a mix of high deployment costs, infrastructure gaps, and coverage limitations. Operators face expensive RoW charges, multiple levies, and high energy costs to maintain base stations, particularly in rural regions. Fibre and last-mile networks have not expanded quickly enough beyond major cities, leaving significant populations unconnected and some network infrastructure underutilised.
Despite these obstacles, the Nigerian Communications Commission (NCC) maintains that the 70% penetration target remains the primary objective. With sustained investment in mobile broadband, growing smartphone adoption, and ongoing expansion of 4G/LTE infrastructure, the sector is poised to continue incremental growth, even if the original 2025 benchmark remains elusive.
Photo by Centre for Ageing Better / Unsplash
The concept of over-the-air firmware updates quietly changing the way a connected device gets better after purchase and mobility scooters are an evident instance of the change. Modern models can now acquire new functionality, better performance, and safety with software provided remotely instead of hardware improvements, which now means that users can enjoy the results of constant innovation without having to upgrade their equipment.
Technology Foundations
The over the air updates is based on inbuilt connectivity that enables a device to communicate safely with the manufacturer servers. Cellular or Wi Fi connections can be used to download and install firmware packages with little user intervention so that critical software in the system remains up-to-date without having to replace physical equipment.
This strategy is similar to the one used to develop smartphones and other smart devices over time, yet it has an exceptionally high influence on mobility equipment. With the ability to update embedded in the control systems of a mobility scooter, the manufacturers can refine the way in which the motors, sensors, and batteries communicate with each other to provide a platform that will make constant progress instead of becoming obsolete.
Performance Improvements
Among the most evident positive outcomes of firmware update, one can identify gradual optimization of its performance. The acceleration curves, steering response and energy consumption can also be made more finely tuned with updates based on real world usage data, resulting in less bumpy rides and longer battery life without any mechanical adjustments.
These are frequently the enhancement of collective data, in considerable quantities of devices. The action of engineers tracking the performance of the scooters in various settings allows them to modify the software parameters and spread them to the rest of the product ecosystem, so that users can reap the benefits of shared learning.
Safety Enhancements
Remote updates are also very beneficial to safety systems. A firmware can make obstacle detection more sensitive, or a better braking reaction, or change the speed limits under specific circumstances, all of which can make the users with different mobility needs have a safer daily operation.
Notably, this will enable manufacturers to respond to safety issues as soon as they arise. In the case of a potential risk, discovered once deployed, corrective updates may be provided in a timely manner and minimize the use of recalls or manual maintenance, which will help to build trust in associated mobility solutions.
User Experience Changes
In the long run, the firmware redefinitions can transform the general experience of users through the improvement of control interfaces and feedback systems. Gradual innovations like better display data, easier controls, or intelligent driving can be installed, which will help to make the scooter simpler and more comfortable to operate.
Such changes usually react to the user feedback. With the interaction of the riders with their devices every day, the manufacturers can understand what features annoy them and what values they can add to it, and provide them with specific updates that improve usability without disturbing the existing routine.
Maintenance and Longevity
Remote updates are also helpful to proactive maintenance as they facilitate improved system diagnostics. Early warning of when the components are wearing out along with their health can be monitored by firmware which can alert the user or service provider before it becomes too late in the life cycle of the equipment.
This practice is in line with the trends observed in other technologies related to healthcare such as hospital beds which currently have software monitoring to enhance reliability. Moving part of the intelligence of maintenance to software makes the mobility devices reliable and economical throughout its existence.
Greater Integration of healthcare
Mobility devices are becoming smarter, and as a result, they are more likely to integrate into larger digital healthcare environments. Firmware upgrades may enhance the compatibility with companion apps or care platforms, facilitating the data exchange, which can help caregivers and clinicians to comprehend the mobility patterns.
Such integration aids in establishing mobility scooters as not only means of transport but as associated health resources. In the long term, enhancements that are software-driven can assist in achieving improved results because the individual mobility would be synchronized with more broad assistive and care-focused technologies.
Conclusion
Firmware updates via the air are redefining the expectation of mobility equipment since continuous improvement is no longer an exception as it is a standard feature. Connected scooters are dynamic to the needs of the users rather than being stagnant products through performance tuning, safety upgrades and user-focused refinements.
This model is evolutional, indicating the future where mobility solutions will be adaptable, responsive and deeply embedded in the digital care setting. Through software driven evolution, the manufacturers will be making sure that smart mobility is not only relevant but also reliable and supportive as time goes by.
It is better known for its viral dances and for making hits out of forgotten songs, but the social media site TikTok is becoming a force to be reckoned with as a shopping platform.
Major retailers such as Marks & Spencer, Samsung, QVC, Clarks, and Sainsbury’s are now selling their wares on the site’s e-commerce service, TikTok Shop, alongside more than 200,000 UK small and medium businesses.
Launched in Britain in 2021, TikTok Shop recorded its biggest sales day in the UK on Black Friday, with 27 items sold every second. Across the Black Friday and Cyber Monday period, sales were up by 50% on last year.
The service works by letting brands sell directly inside TikTok through videos and livestreams with embedded links to items for sale, as well as through a separate shop tab on their profiles.
A brand can post its own content and link to products itself, or allow influencers to promote them using affiliate links. Checkout happens without having to leave the app, and money is split after a sale between TikTok, the seller and any creator who helped drive it.
TikTok Shop launched in the UK in 2021. Illustration: TikTok
Sainsbury’s, one of the first major supermarkets to launch on the platform, has found success with its Tu Christmas pyjamas. A sponsored collaboration with the influencer Rachel Spicer generated 6.6m views, with the pyjamas selling out in under a week.
M&S has also enjoyed strong results from TikTok Shop livestreams with links to featured items, with one recent feed attracting 260,000 viewers and generating sales of about one item every 30 seconds.
Small businesses are using it to try to increase their reach, especially now that AI is making it more tricky to show up in search results. The Fat Butcher, an online meat delivery service based in Newcastle, is selling fresh turkeys on the platform for the first time this year.
According to Danielle Dullaghan, the social strategy director at the global marketing agency Iris, “beauty brands in particular are seeing strong commercial returns”.
She says part of TikTok Shop’s success is the fact “it plays directly into impulse buying behaviour”.
The London-based jewellery brand L’ERA, run by Lara Mar and her daughters Talia Mar and Angele Sofia, will generate about £145,000 in revenue through TikTok this year.
“It has almost doubled year on year, and many of our online customers originally discovered us via TikTok,” Mar says.
The brand relies heavily on live shopping, typically running three three-hour live streams a week, increasing to six during the Black Friday and Christmas periods.
TikTok shoppers have shown a willingness to spend, with L’ERA’s largest single order via the platform exceeding £1,400.
The business and social media consultant Jules Brim says: “TikTok Shop has exploded and for some small brands it’s been a gamechanger in terms of reach and sales. But what we don’t talk about enough is the cost. It can create a race to the bottom on pricing, put pressure on small businesses to produce constant content, and shift the focus from brand building to chasing trends.”
Photo by Carriza Maiquez / Unsplash
An appropriate donor-friendliness web design will facilitate the relationship between mission-driven messages and user-oriented design, which leads visitors to support a nonprofit in significant ways.
The structure, pictures and the content should be used in a way that they would bring trust, minimise friction and simplify the process of giving. Most of the organizations are concerned with adding pages or graphics, yet purposeful layout and clear direction and smooth experience are what matter the most.
The site must be able to assist with the needs of the donors, answer questions fast, and eliminate confusion. A layout that is well developed turns out to be a fundraising tool which is beneficial to both the organization and the audience.
Understanding Donor Intent
Learning visitor intent is the beginning stage in the development of a layout that transforms interest into action. Individuals come to a nonprofit site with questions that are of interest to them: what is the organization doing, why it is important and how their donation is going to make a difference. The site should be arranged in a manner which helps them find these answers in a foreseeable and natural manner. Navigation, page hierarchy and visual emphasis are all significant in making the visitors feel assured, knowledgeable and prepared to do something.
A user respectful layout also reflects a respectful attitude towards the user. It is simple and easy as opposed to bombarding a visitor with the use of a lot of text or competing messages. It is common knowledge that many organizations are successful because they decrease the amount of decisions a donor has to make. Visitors can easily scan and follow pages, which increases their interaction. This style ensures that all focus is on value and impact as opposed to distraction and confusion.
Creating Visual Clarity
Clarity in the visuals creates trust particularly to the returning donors who need to be convinced that their donation will be used effectively. Good layout, layout choices help in readability and flow, white space, balanced components, and focal points help direct visitors through the page. Clean layout prevents the visual overload, and the primary messages are not lost. This practice is connected to the best practices of nonprofit website design, in which simplicity enables the mission and purpose to shine through.
The message should be supported by images and graphics and not be completed by the message. The use of real photography, well-selected color schemes, and the same styling contributes to the creation of credibility. Authenticity will be met with enthusiasm by the donors and a layout that emphasizes real stories or faces will result in a more emotive appeal. Coupled with a simple design, graphics can be very strong instruments that direct the visitor to significant interaction.
Strengthening Calls to Action
The calls to action should be posted at the locations where the users habitually take breaks or make choices. The design must make the buttons and prompts visible in the same places all over the site to avoid a situation where the donors have to seek modalities of providing donations. Bridging emotion and action can be achieved by placing calls to action close to stories, statistics or videos. Direct words are also used to make users aware of the next action and this saves time wastage.
This should be a deliberate type of placement as opposed to congestion. Excessive prompts may lead to decision fatigue whereas having too few prompts may leave the donors unsure how to proceed. Correlation of action points with visual design strengthens trust and direction. It should be flexible, and donors must be given a variety of chances to do it without feeling compelled and stressed.
Supporting Ease of Use
One of the best contributions to donor conversion is ease of use. Menus, links, and buttons should be readily located and pages should have quick loading. It should have a mobile-friendly layout because a large number of donors donate via phones or tablets. It is also important about availability whereby anyone can be able to move through the site with ease and confidence. All this combined helps in justifying web design for nonprofits that embrace inclusiveness and functionality.
By developing the flow of donation, it becomes easier and contributes to increased long-term activity. Trust increases when the user is able to navigate through pages without not knowing where to go. A friendly layout by donors is reassuring by being consistent and logical, in that the visitor can comprehend the purpose and process. This does not only help in supporting the new contributions, but also gives incentives to repeat giving in the long run.
Building Confidence Through Transparency
Having a clear structure will be able to reassure the donors by demonstrating impact directly and clearly. Credibility is supported by layout choices that focus on metrics, outcomes, and stories. By knowing the purpose of their money, the donors will tend to make another contribution and they will spread the mission to others. This openness can be interlaced with the layout by use of short facts, quotations or testimonials.
The trust increases with the users being knowledgeable and not confused. This is backed by a clear organization, which provides information in foreseeable directions. Donors must be in a position to get answers without necessarily tediously searching through thick paragraphs or they must not be confused by complex navigation. The closer this information gets to the consumer, the more ready the visitors are to act.
The clarity, trust, and usability are the basics of a donor-friendly site layout. A nonprofit can steer followers to meaningful action using a nonprofit website that emphasizes intent, visual design, action points, ease of use, and transparency, which directs visitors to their actions. The prudent creation of the layout design can assist in turning the interest to devotion and make the mission be at the heart of all interactions.
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The modern competitive environment of financial advisory business is closely connected to the relationships with clients and business development. Financial advisors deal with various clients, complicated portfolios, and dynamic market environments and it is therefore necessary to have a clear understanding of both the client behavior and business performance.
Frequent analysis of CRM information enables the advisors to recognize the growth patterns, discover new opportunities, and make the right decision that will reinforce the relationship with the clients and enhance the overall performance. Financial advisor CRM will help convert raw data into useful insights to help realize sustainable business development.
Understanding Client Behavior
Regular analysis of CRM data will give an idea about client behavioral patterns that are likely to remain unnoticed. Through interaction review, transaction review, level of engagement; the financial advisor is able to get a better insight into client preferences as well as their future needs. Such knowledge will help the advisors focus their services and communications to suit clients in a manner that creates trust and loyalty to them over time.
Periodic reviews of data also show changes in client engagement including the course of time. As an illustrative case, a decline in the number of responses to emails or the number of scheduled meetings may suggest the necessity to conduct proactive outreach. By recognizing these trends in time, the advisors are able to ensure that the problems are resolved before they become a problem and the client satisfaction and retention rates will be high.
Improving Operational Efficiency
CRM data reviews allow removing repetitive processes within the company and improving its efficiency. The advisors can track the work of the team, the responsiveness rate, and the completion rate of the tasks, and with the help of this analysis, one can determine the points at which the working process should be refined. This does not only save on the administrative pressure but also results in timely, regular service by the clients.
Also, regular data analysis will enable advisors to identify duplication or inefficiency within available processes. From the trends, teams can identify high value activities like client engagement and strategic planning instead of administrative repetitive work by streamlining the working process. CRM for financial advisors enables easier implementation of these improvements since it offers the tools required to automate reporting and bring the focus to the key metrics.
Identifying Revenue Opportunities
CRM data is not only a log of communication with clients but also a valuable source of information regarding the possible income increase. Monitoring trends in customer portfolios and use of services can enable the advisors to identify the opportunities of upselling or cross-selling the services. Advisors will be able to use an insight into the receptiveness of their clients to new offerings to free up a specific approach that helps maximize the revenue but does not flood clients with a lot of information.
Besides this, data analysis can show unexploited markets or gaps in service in an advisory practice. Through such trends, financial advisors are able to formulate new programs, services or packages that are in line with the needs of the clients. Exploiting the wisdom behind the best CRM software means that the opportunities would be captured effectively and responded upon effectively.
Supporting Strategic Decision Making
Periodic review of CRM data provides the financial advisors with the information needed in making informed decisions. Decisions made based on data are more precise and less susceptible to bias and assist advisors in allocating resources in the most effective way and focus on initiatives that lead to growth. Advisors are able to determine the trends in client acquisition, retention, and portfolio performance, which will enable them to optimize marketing efforts and become more satisfying to clients.
Besides, data review facilitates long-term strategic planning. The realization of historical trends will enable advisors to predict the growth in the future more precisely and create possible strategies that can be executed as a response to the market forces and client behavior. The capability to make strategic changes on the basis of sound data will eventually enhance the competitiveness of a firm in the market.
Frequently examining CRM data is vital to the financial advisor who desires to unveil growth patterns and make sound, strategic choices. Through behavioral knowledge of the client, identifying the revenue potential, operational efficiency, and enabling decisions that are factual, advisors can leverage the value of their clients and optimize their business results. Implementing a CRM on financial advisors in day-to-day practice would make sure analysis and utilization of data always take place. With the optimal CRM software, advisory teams could use insights to take action, which created growth and positioned the company to achieve long-term success.
December 24, 2025
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Edge computing has been of great importance to gamers and streamers relying on quick and responsive connections. With the constantly increasing complexity and popularity of online games and live streaming platforms, the slightest performance and experience can be influenced by slight delays.
Conventional models of data processing are frequently based on remote data centers, which may add latency that is perceptible when using them in competitive play or real time content generation. The concept of edge computing alters this situation since processing moves nearer to the user, eliminating delays and enhancing the overall digital experiences.
Understanding Edge Computing
The concept of processing data near its source is known as edge computing as opposed to transmitting data over a long distance to centralized servers. To gamers and streamers, it implies that activities like player movements and voice chat, or even stream encoding can be processed by local servers. Through reducing the physical distance that the data has to cover, edge computing reduces the duration required by information to transfer between the user and the service.
This strategy is contrary to conventional cloud computing where data is usually transported over hundreds and even thousands of miles before it is processed. Cloud systems are powerful but distance presents inescapable delays. Edge computing is used in a complement to cloud infrastructure, where time-sensitive processors are performed by the local infrastructure and less urgent processing is provided by central servers. The balance enables online platforms to provide quicker responses with no compromise on scalability or reliability.
Latency Reduction in Gaming
Gaming requires low latency, particularly in a competitive and multiplayer game. Even a delay of a few milliseconds may be the difference between the victory and defeat. By making game servers geographically nearer to players, edge computing can minimise latency, where inputs like clicking the mouse or controlling actions can be processed almost instantly.
This can be particularly noticeable to those players who are using home internet connections. Rather than moving data packets through the congested networks to access remote servers, they will be sent to the edge nodes nearby. This minimizes the lag, enhances coordination among players and a smoother overall experience is made possible. Since the edge based architectures are being embraced by increasingly more game developers, it is increasingly becoming possible to offer consistent low latency performance to more people.
Benefits for Live Streaming
Streamers also encounter another but similarly challenging problem of latency. Live streaming involves the encoding of video, transmitting the video to a platform, and sending it to the viewers in real time. Edge computing assists in doing part of this computation nearer to the streamer and reduces the latency between what occurs on screen and what the viewers observe.
Reduced latency is of great significance to interactive streams where interaction with the audience is a concern. Live chat response, polls, and real time reactions are also features that are also more natural when there are minimal delays. Through edge infrastructure, streaming platforms are able to offer creators more consistent performance even in the event of a high traffic event or peak usage.
Role of Network Infrastructure
Edge computing is very reliant on the network infrastructure. Internet providers are also instrumental in the implementation of edge nodes in regional networks, enabling the user to experience lower latency without having to alter their hardware. Such deployments take investments and coordination but can dramatically enhance the quality of the service in latency sensitive applications.
With the ongoing increase in the demand of gaming and streaming, the internet providers are more than willing to endorse edge computing solutions. Placing the processing resources near residential and urban centers will enable them to deliver more competitive services and achieve the customer expectations regarding speed and responsiveness. This change in infrastructure is a long term enhancement and not a short term optimization.
Impact on User Experience
As a user, the benefits of edge computing can be seen more as small but significant enhancements. Games become more interactive and streams load quicker and there is less lag in interactions. Such advantages add to a feeling of trustworthiness that increases confidence in the online services and platforms.
To both gamers and streamers, edge computing will help in providing a more engaging and interactive online environment. With the advancement of technologies and their usage, lower latency will supersede high-quality features instead of being considered a luxury. The change is useful in ensuring that online entertainment keeps growing without impacting on performance, and edge computing is a cornerstone of the modern internet experience.
December 24, 2025
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The US State Department said it would deny visas to five people, including a former EU commissioner, for seeking to “coerce” American social media platforms into suppressing viewpoints they oppose.
“These radical activists and weaponized NGOs have advanced censorship crackdowns by foreign states – in each case targeting American speakers and American companies,” Secretary of State Marco Rubio said in a statement.
Thierry Breton, the former top tech regulator at the European Commission, suggested that a “witch hunt” was taking place.
Breton was described by the State Department as the “mastermind” of the EU’s Digital Services Act (DSA), which imposes content moderation on social media firms.
However, it has angered some US conservatives who see it as seeking to censor right-wing opinions. Brussels denies this.
Breton has clashed with Elon Musk, the world’s richest man and owner of X, over obligations to follow EU rules.
The European Commission recently fined X €120m (£105m) over its blue tick badges – the first fine under the DSA. It said the platform’s blue tick system was “deceptive” because the firm was not “meaningfully verifying users”.
In response, Musk’s site blocked the Commission from making adverts on its platform.
Reacting to the visa ban, Breton posted on X: “To our American friends: Censorship isn’t where you think it is.”
Clare Melford, who leads the UK-based Global Disinformation Index (GDI), was also listed.
US Undersecretary of State Sarah B Rogers accused the GDI of using US taxpayer money “to exhort censorship and blacklisting of American speech and press”.
A GDI spokesperson told the BBC that “the visa sanctions announced today are an authoritarian attack on free speech and an egregious act of government censorship”.
“The Trump Administration is, once again, using the full weight of the federal government to intimidate, censor, and silence voices they disagree with. Their actions today are immoral, unlawful, and un-American.”
Imran Ahmed of the Center for Countering Digital Hate (CCDH), a nonprofit that fights online hate and misinformation, was also handed a ban.
Rogers called Mr Ahmed a “key collaborator with the Biden Administration’s effort to weaponize the government against US citizens”.
The BBC has reached out to the CCDH for comment.
Also subject to bans were Anna-Lena von Hodenberg and Josephine Ballon of HateAid, a German organisation that the State Department said helped enforce the DSA.
In a statement to the BBC, the two CEOs called it an “act of repression by a government that is increasingly disregarding the rule of law and trying to silence its critics by any means necessary”.
“We will not be intimidated by a government that uses accusations of censorship to silence those who stand up for human rights and freedom of expression,” they added.
Rubio said that steps had been taken to impose visa restrictions on “agents of the global censorship-industrial complex who, as a result, will be generally barred from entering the United States”.
“President Trump has been clear that his America First foreign policy rejects violations of American sovereignty. Extraterritorial overreach by foreign censors targeting American speech is no exception,” he added.
On Sunday, Vince Zampella, the co-creator of the Call of Duty video game series, died in a car crash in Los Angeles at the age of 55. Though best known for that series of blockbuster military shooters, Zampella touched a huge number of lives – not only the hundreds of people who worked at the game development studios he led under Activision and EA, but the millions of people who played the games that bore his imprint.
A lifelong gamer, Zampella had a Pong console as a child, then an Atari 2600 and a Commodore 64. He told IGN in 2016 that his favourite game from childhood was Donkey Kong: “I would spend hours at the arcade playing it.” Zampella’s first job in the industry was at GameTek in Miami, which specialised in video-game versions of popular US quizshows. He described his role on the small team as: “producer slash customer services slash tester – whatever needed to be done.”
It was at a developer called 2015, Inc in Tulsa that Zampella had his first smash hit as lead designer. Medal of Honor: Allied Assault was the third title in the acclaimed series of second world war shooters, which had been inspired by Saving Private Ryan and written in conjunction with Steven Spielberg. Zampella had envisioned a new type of shooter with an epic, cinematic sense of immersion. The game was a bestseller, acclaimed for its globetrotting narrative and taut, tense action – especially during its thrilling depiction of the Omaha beach landing.
He will be remembered as one of the most influential game designers of his era
When publisher Electronic Arts made the decision to take the development of Medal of Honour in-house, Zampella and his colleague Jason West left, together with Grant Collier, and set up Infinity Ward in Los Angeles. There they created Call of Duty, a second world war shooter designed to exceed Medal of Honor’s sense of epic drama – indeed, its original development title had been Medal of Honor Killer. Critically, the game featured a range of lead characters including US, British and Russian fighters rather than giving players control of a single “super soldier”. “It’s meant to show you that no one side won the war – it was an allied effort,” Zampella said at the time.
Once again, the emphasis was on dramatic set-piece battles on a vast scale, with the player surrounded by computer-controlled allies giving the impression of being a small part of a wider campaign. “We’re all about authenticity and intensity,” Zampella said. “We’ve strived to put as many guys on screen as possible. It’s about your squad, not you as a lone gunman.”
Cinematic intensity … Call of Duty: Modern Warfare 2 (2009).
This emphasis on teamwork and cinematic intensity would become emblematic of Call of Duty. While two sequels remained in the theatre of the second world war, for the fourth title, released in 2007, Zampella and West decided to move into the modern era. The result, Call of Duty 4: Modern Warfare, is one of the most important and influential first-person shooters ever made.
Its campaign features a group of special forces operatives, including newcomer John “Soap” MacTavish and grizzled SAS captain John Price, taking on Russian ultra-nationalists and a Middle Eastern warlord. It had imaginative and exciting missions, including All Ghillied Up, a sniper mission in the wake of the Chornobyl disaster, and the eerie Death From Above, in which players control the various weapons of a C-130 aircraft, taking out enemies on the ground who appear merely as dots on an infrared screen. Meanwhile, the game’s online multiplayer mode brought new innovations including kill-streaks, which allowed players on a winning run to call in special attacks such as airstrikes. Infinity Ward created the template for multiplayer shooters that is still used today. Call of Duty’s DNA is present in every modern hit of the genre.
I always felt he still had his greatest game ahead of him. It’s heartbreaking that we’ll never get to play it
In 2010, Zampella and West were fired from Infinity Ward by publisher Activision, and went on to form Respawn Entertainment, taking more than 30 Call of Duty staff with them. Under new publisher Electronic Arts, the company released Titanfall in 2014, a multiplayer-focused sci-fi shooter intended to innovate within the genre. The game emphasised the player’s freedom of movement, allowing for smooth, parkour-style navigation of obstacles and structures. Players were also able to call in and pilot giant, heavily armed mechs. As Zampella explained at the time: “It’s taking the old paradigm of these shooter games being very grounded and two-dimensional and now adding this verticality to it and making it something that’s a new experience; something that people haven’t seen before.”
‘It was an allied effort’ … Call of Duty: WWII (2017). Photograph: Rich Stanton/Call of Duty
After splitting with Activision, Zampella advised several other game creatives who found themselves at odds with their publishers and were considering striking out on their own. One of them was Hideo Kojima, creator of Metal Gear Solid and, at his own studio Kojima Productions, the Death Stranding series. “When I was preparing to go independent myself, and maybe because he felt we were in similar situations, he took the time to listen to me, offered advice, and supported me in many ways,” wrote a “heartbroken” Kojima on X after Zampella’s death. “He even showed me around the studio. Even after he moved to DICE, whenever I went to Los Angeles, we would have meals together and talk about our respective futures”
Titanfall’s sequel added an extraordinary single-player story to the original’s fluid online play – it is still one of the best shooter campaigns around. That series’ emphasis on smooth, seamless movement would also characterise Respawn’s entry into the battle royale genre: Apex Legends. Released with almost no pre-publicity in 2019, it would attract 10m players in its opening 72 hours and still maintains a place in the pantheon alongside Fortnite and Call of Duty: Warzone.
Respawn next made two excellent single-player Star Wars games, Star Wars Jedi: Fallen Order and Survivor. Zampella’s peers have noted that working on the Star Wars franchise brought him and his colleagues at Respawn great joy.
In 2020, Electronic Arts put Zampella in charge of the Battlefield franchise, with a remit to recharge the series after the disappointing performance of Battlefield V and Battlefield 2042. Released in October, Battlefield 6 was widely praised as a return to form, especially the online multiplayer modes. It sold 7m copies in three days, the best ever opening for the series.
Working on the Star Wars games brought Zampella great joy … Star Wars Jedi: Survivor (2023). Photograph: Electronic Arts
Zampella will be remembered as one of the most influential game designers of his era and a ceaseless innovator in the first-person shooter genre – and with the Star Wars Jedi series, outside it. He was someone whom you always looked forward to encountering or interviewing at games industry events, an outspoken creative who cared deeply about video games and the player’s experience.
“Vince was an extraordinary person – a gamer at heart, but also a visionary executive with a rare ability to recognise talent and give people the freedom and confidence to create something truly great,” wrote Geoff Keighley on X, who runs the Game Awards and, as a former games journalist, worked on a documentary about Titanfall with Zampella. “Even when it was difficult or uncomfortable, Vince never wavered in his commitment to honesty and transparency. He believed that the truth mattered, and he was willing to share it with the world. Vince cared deeply about doing the right thing. And even while working inside large organisations, he consistently pushed to put players first – to prioritise the experience, the craft and the people who played the games. He leaves behind an incredible legacy of work … I always felt he still had his greatest one ahead of him. It’s heartbreaking that we’ll never get to play it.”
TECHNOLOGY
Signal all the way! Over 100 mobile masts upgraded to bring 4G to Britain’s rural communities – so, will your area benefit?
Staying in touch with loved ones this Christmas just got a little bit easier for thousands of people across the country.
Over 100 new mobile masts have been upgraded to bring 4G to Britain’s rural communities.
Of the 105 enhanced masts, 44 are located in Wales, 33 in Scotland, and 28 in England.
To see if your area will be getting a much-needed signal boost just in time for the holidays, you can use our interactive map below.
According to the Department for Science, Innovation & Technology (DSIT), these new mobile towers will provide 9,500 premises and 400 businesses with high-speed connections.
Collectively, they will provide better signal to an area extending more than 1,550 square miles (4,000 square kilometres).
That is equivalent to a region two and a half times larger than Greater London.
Telecoms Minister Liz Lloyd says: ‘More of Britain’s rural communities are finally getting the connection they’ve been waiting for as we deck the hills with 4G coverage.’
These major upgrades will provide a 4G network for customers of all mobile network providers through the Shared Rural Network.
This is a joint programme between the government and the mobile network operators EE, Virgin Media O2 and VodafoneThree to improve rural coverage across Britain.
In 2020, the network providers pledged £500 million to fill out so-called ‘partial not-spots’, where there is coverage from only one service provider.
This was backed by up to £500 million in funding from the Government, to bring mobile coverage up to 95 per cent by 2025.
Today, as the project’s deadline rapidly approaches, the Shared Rural Network has already surpassed its initial goals.
Currently, 96 per cent of the country is covered by 4G signal, up from 92 per cent in 2021.
Ms Lloyd adds: ‘These 100 upgraded masts mean businesses can ring up sales, families can video call their loved ones this Christmas without buffering mid-conversation.
‘Whether you’re in the Welsh valleys, the Scottish Highlands, or England’s national parks – rural communities are finally getting the connections they deserve.’
Over 100 new mobile masts have been completed to bring 4G to Britain’s rural communities in England, Wales, and Scotland
What is the Shared Rural Network?
In 2020, the UK Government signed an agreement called The Shared Rural Network (SRN) to improve rural mobile coverage by 2025.
Under the deal, mobile industry operators will invest around £500 million to fill ‘partial not-spots’.
‘The Government will invest up to £500 million on new masts in “total not-spots” (areas with no coverage from any operator),’ the UK government explained.
‘This part of the SRN will also include masts built as part of the Home Office’s new Emergency Services Network, which is also forecast to improve rural mobile coverage.
‘Together these commitments are expected to bring 4G coverage to 95 per cent of the UK landmass by 2025.’
This programme has provided coverage for 280,000 homes and 9,900 miles (16,000 km) of roads, offering better connections for emergency services.
DSIT claims that these new connections will also be a boost for the tourism industry in rural areas, allowing visitors to stay connected while enjoying nature.
New coverage is now available in 10 national parks across England, Scotland, and Wales – including Eryri National Park and the Lake District.
However, there are still significant areas where 4G coverage is only offered by one or two providers.
Only 70 per cent of Scotland is forecast to have coverage from all four providers, with only 63 per cent of the Highlands and Islands region being fully covered.
That is a significant improvement from only 26 per cent of the Highlands and Islands prior to the Shared Rural Network, but it still leaves many people without a stable connection.
Likewise, only 74 per cent of Mid and West Wales will have coverage from all four providers – up from 51 per cent prior to the Shared Rural Network.
England, meanwhile, has significantly better coverage, with at least 83 per cent of all regions covered by all four providers.
This expansion is provided by the Shared Rural Network (SRN), which has created cell towers which can be used by all major network providers. These maps show the regions covered by all four providers (blue), covered by at least one provider (yellow), and no providers at all (red) before and after the introduction of the SRN
The SRN has dramatically improved connection in rural regions, but some areas, such as the Scottish Highlands and Islands, still have large areas of partial and total not spots (red and yellow)
For example, the area covered by at least one provider in North Wales has increased from just 63 per cent to 83 per cent in the last five years.
Additionally, even the most remote regions have seen significant improvements in connectivity since the implementation of the plan.
Ben Roome, CEO of Mova, the Shared Rural Network delivery partner, says: ‘Christmas is a time for connection and this year more rural communities than ever can share that spirit.
‘With the 100th site activated, in Llanfair on the border between England and Wales, these publicly funded masts can connect families, friends and businesses across a cumulative area of over 4,000 square kilometres, irrespective of mobile provider.’
EXPLAINED: THE EVOLUTION OF MOBILE BROADBAND UP TO 5G
The evolution of the G system started in 1980 with the invention of the mobile phone which allowed for analogue data to be transmitted via phone calls.
Digital came into play in 1991 with 2G and SMS and MMS capabilities were launched.
Since then, the capabilities and carrying capacity for the mobile network has increased massively.
More data can be transferred from one point to another via the mobile network quicker than ever.
5G is expected to be 100 times faster than the currently used 4G.
Whilst the jump from 3G to 4G was most beneficial for mobile browsing and working, the step to 5G will be so fast they become almost real-time.
That means mobile operations will be just as fast as office-based internet connections.
Potential uses for 5g include:
- Simultaneous translation of several languages in a party conference call
- Self-driving cars can stream movies, music and navigation information from the cloud
- A full length 8GB film can be downloaded in six seconds.
5G is expected to be so quick and efficient it is possible it could start the end of wired connections.
By the end of 2020, industry estimates claim 50 billion devices will be connected to 5G.
The evolution of from 1G to 5G. The predicted speed of 5G is more than 1Gbps – 1,000 times greater than the existing speed of 4G and could be implemented in laptops of the future
TECHNOLOGY
Trump administration’s ban on foreign-made drones starts this week — you can say goodbye to new DJI models
On Monday, the Trump administration’s Federal Communications Commission banned all new foreign-made drone models from distribution in the U.S., citing “national security concerns.” Americans who already own older foreign drone models will still be able to use those products, the government said.
In a fact sheet published Monday, the FCC claimed that “criminals, hostile foreign actors, and terrorists” could use drones “to present new and serious threats to our homeland.” As a result, the agency said that it had updated its Covered List — which is a list of products that have been “deemed to pose an unacceptable risk to the national security” of the country — to include all “UAS and UAS critical components produced abroad.”
The FCC’s chairman, Brendan Carr, said Monday that he approved of the policy. “I welcome this Executive Branch national security determination, and I am pleased that the FCC has now added foreign drones and related components, which pose an unacceptable national security risk, to the FCC’s Covered List,” Carr said. “Following President Trump’s leadership, the FCC will work closely with U.S. drone makers to unleash American drone dominance.”
The new rule will obviously impact many different companies, but it is destined to strike a blow against Chinese drone maker DJI, which is currently considered the dominant player in drone sales globally. Indeed, DJI is considered to be one of the most popular drone brands for American consumers.
When reached for comment by TechCrunch, DJI said it disapproved of the decision. “DJI is disappointed by the Federal Communications Commission’s action today to add foreign‑made drones to the Covered List. While DJI was not singled out, no information has been released regarding what information was used by the Executive Branch in reaching its determination.”
The company, which said that it remained committed to the U.S. market, continued: “As the industry leader, DJI has advocated for an open, competitive market that benefits all US consumers and commercial users, and will continue to do so. DJI products are among the safest and most secure on the market, supported by years of reviews conducted by U.S. government agencies and independent third parties.”
Throughout his multiple presidential administrations, Trump has repeatedly played hardball with Chinese companies. His administration laid the groundwork for the new drone ban with an executive order passed in June that sought to boost the production of U.S.-made drones and thus foster a “strong and secure domestic drone sector,” while also securing “the United States drone supply chain against foreign control or exploitation.”
Photo by Ian Usher / Unsplash
The thermal and multispectral drones are standing to gain prominence in the device inspection industry, representing a considerable change in industrial inspections on energy, manufacturing, and infrastructure fields.
Such aerial systems enable organisations to collect accurate visual and sensor data without closing down business activities or putting the workers in unsafe conditions.
With growing demands on industries to advance safety, down-time reduction as well as cost control, sophisticated drone platforms are transforming the asset monitoring and maintenance process.
Technology Overview
The sensors on thermal drones identify the variations of heat on the surfaces and elements. Such an ability allows detecting overheating equipment, electrical issues, and insulation failures which cannot be seen by human vision. Measuring changes in temperature on-the-fly allows the inspectors to identify developing problems at an early stage and do repairs in order of importance before the failures get out of control.
Multispectral drones gather data in multiple bands of light in the light spectrum beyond visible. These sensors are typically employed to measure material conditions, corrosion, intrusion of moisture and degradation of the surface. In the case of the industrial inspections, the multispectral imagery will give more information on the structural health and environmental stress that determines long term performance of asset performance.
Inspection Accuracy
Accuracy in inspection has been enhanced by the accuracy that thermal and multispectral drones provide. Conventional visual scope inspections are usually based on subjective inspection and restricted access points. The data collected by drone based imaging is consistent and repeatable and that can be analyzed across time to enable the inspector to identify the changes and to verify the effectiveness of the maintenance work.
The information that is taken by such drones can be incorporated into asset management systems to be analysed in detail. The engineers will be able to compare the past and present images and determine the trends and anticipate future problems. This fact based strategy minimizes guesses and enables better decision making within inspection and maintenance personnel.
Safety Improvements
Enhanced safety of the workers is one of the most significant effects of advanced drones. Previously inspections would need the use of scaffolding, rope access, or entry into a tight area, this is now achievable remotely. This minimizes the risk of falls, high-temperature, and exposure to dangerous substances that lead to safer working conditions in industrial premises.
Remote inspections also reduce the interference to active operations. Refineries, power plants and manufacturing lines can remain operational during inspections, which occur overhead. Organizations safeguard staff as well as production processes by preventing an unnecessary shutdown along with manual access.
Cost Efficiency
Drones that are thermal and multispectral do reduce the cost of inspection by decreasing the number of labor hours and equipment needs. One drone flight will save days of hand inspection labor, reducing costs of lifts, scaffolding, and specialized access crews. In the long run, this savings can be high in large or widely spaced facilities.
The outsourcing of drone inspections by specialization is becoming a common practice in many firms. By outsourcing drone services, the company can have access to trained pilots, certified equipment, and advanced analytics without incurring the cost of maintaining an internal program. This ease enables the use of dronement based inspections to be available to any organizations regardless of their size.
Maintenance Planning
The fact that thermal and multispectral data give a detailed insight, helps in proactive maintenance strategies. Maintenance teams will be in a position to schedule the repair on an early warning sign due to drone inspection rather than responding to breakdowns. It is a predictive method that increases the life cycle of assets and minimizes unforeseen failures.
Organizations enhance reliability and continuity of operations by coordinating inspection information with the maintenance planning. Drones also allow transitioning to preventive and not reactive maintenance models and allocate resources in the areas with the highest demand. What is more central is that as these technologies further develop, their application in the industrial inspection and asset management will become the norm.
December 23, 2025
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Netflix has revealed that 33 million viewers worldwide tuned in to watch Anthony Joshua face Jake Paul in their highly anticipated boxing match, making it one of the most-watched live sporting events on the streaming platform to date. The fight ended with Joshua knocking out Paul in the sixth round.
The fight at the Kaseya Centre in Miami was Joshua’s first in over a year. Right from the start, his experience and power stood out, although the match moved at a slower pace than many fans had hoped.
Joshua ended the fight with a clear knockout, settling weeks of debate about whether the match should have taken place. Netflix later celebrated on social media, calling it “the knockout heard around the world.”
Anthony Joshua knocked out Jake Paul in the 6th round
When boxing met the Netflix streaming scale
Beyond the knockout, the fight signalled something bigger for sports and the streaming industry. Netflix’s involvement significantly expanded the match’s audience, drawing in millions of casual viewers who might not typically watch the sport. For many, this was less about titles and rankings and more about spectacle.
Worldwide streaming services have greatly expanded boxing’s audience. Unlike expensive pay-per-view events, this fight was accessible to viewers globally, revolutionising how major boxing matches are watched.
The Joshua-Paul event was a huge financial success. Reports suggest that Joshua and Paul earned a combined total of approximately $184 million. This demonstrates the significant commercial interest in the fight and the increasing popularity of boxing events featuring celebrities.
The fight unfolded as expected. In the beginning, Paul had trouble keeping up, as he was ften falling more than holding on. Conversely, Joshua stayed calm, saving his energy and staying in control.
Read also: Anthony Joshua to fight YouTube star Jake Paul on December 19
Joshua’s dominance was clear by the fifth round. He knocked Paul down twice before winning in the sixth round with a powerful series of punches. The referee stopped the fight, as Paul was unable to continue. Joshua landed almost three times as many punches as Paul during the fight.
The result prompts speculation about prospects. Joshua’s victory maintains his activity and prominence amid discussions for major fights in 2026, potentially including a highly anticipated bout with Tyson Fury. Paul’s defeat stalls his progress and reignites questions regarding the boundaries of crossover boxing.
For Netflix, the takeaway is clear: live sports, particularly boxing’s blend with entertainment, can still captivate a massive global audience.
Enterprise software company ServiceNow agreed to acquire nine-year-old cybersecurity startup Armis for $7.75 billion in cash.
The deal is a massive valuation jump for the company. Just last month, Armis raised a $435 million pre-IPO funding round, which valued the company at $6.1 billion.
Armis co-founder and CEO Yevgeny Dibrov had told TechCrunch last month that the company aims to go public in late 2026 or 2027, adding that an IPO is his “personal dream.”
Given the unpredictability of IPO markets and how few cybersecurity companies actually go public, it is not a surprise that Armis ultimately chose an M&A exit.
According to ServiceNow, Armis has reached $340 million in annual recurring revenue (ARR), with year-over-year growth exceeding 50%.
Armis, which provides security software for critical infrastructure to Fortune 500 companies and governments, will help ServiceNow expand its cybersecurity offerings.
The deal caps off a busy acquisition year for ServiceNow, which scooped up Moveworks for $2.85 billion and agreed to acquire cybersecurity startup Veza for $1 billion.
According to PitchBook, Armis has raised a total of $1.45 billion in venture capital from investors, including Sequoia, CapitalG, and Insight Partners.
Photo by Vitaly Gariev / Unsplash
In the case of B2B startups and smaller tech companies, the cost of creating a strong brand image may be difficult particularly when dealing with limited budgets. Good promotional materials that are cost effective give a chance to have increased visibility, build relationships with clients and give long term impressions without necessarily spending a lot of money. The choice of promotional materials will be able to enhance advertising campaigns without being costly.
Promotional materials are not merely a case of giveaway but they are promotional tools that help convey professionalism and brand identity. To startup companies that are focused on gaining a competitive edge in the environment of competitive technologies, it can be beneficial to pay careful attention to promotional items, as it will help to establish rapport with customers and partners and develop brand recognition in the long term.
Choosing Promotional Products Wisely
When choosing the promotional materials, it is important to ensure that they represent your target audience in order to be cost effective. Tech startups and companies with limited resources tend to have the least resources, and thus products that would be useful, memorable, and related provide the best value. Branded USB drives, notebooks, or technology accessories are among the products that B2B clients can use on their daily basis to stay reminded of the company.
The other factor is quality as opposed to quantity. Offering substandard products can save on initial expenses, but will give a bad impression of the brand. Promoting by buying reasonably priced products that reflect professionalism will mean that promotional products will be perceived as useful, which will strengthen trust in clients and prospects.
Leveraging Corporate Clothing
Corporate wear has two advantages to emerging tech companies. T-shirts, hoodies, and polo shirts are branded clothing that could provide the employees with a feeling of unity, as well as used as walking advertisements at the workplace. These products are usually highly appreciated and will give the brand a long lasting exposure.
Corporate clothing is a strategic tool that tech startups can employ during a trade show, conference, or a meeting with the client. High-quality clothing conveys a tone of contemporary and friendly language, promoting brand recognition and trust. The popularity and effectiveness of these materials can also be improved by selecting multi-purpose and comfortable materials.
Utilizing Corporate Gifts
Corporate gifts are significant to developing the relationship of B2B without putting strain on the budgets. Careful products like branded pens, planners, or mini tech devices may increase customer loyalty and show their value. The trick is to choose presents, which will match the tastes and the workplace of the person receiving the gift.
Startups and emerging technology companies can also look into gifts that have a practical use. Valuable products are likely to be held on and valued to the maximum exposure to the brand. Also, custom corporate gifts provide a feeling of connection, and it indicates that a company considers every client or partner as an individual.
Prioritizing Digital and Hybrid Options
Besides tangible products, digital or hybrid promotional materials should be considered a cost effective solution. Electronic gift cards, branded software solutions or downloadable materials offer value with little production and logistics required to ship. These options enable the tech firms to contact clients far away or widen campaigns without huge overheads.
Brand impact could also be improved by integrating digital solutions with conventional content. An example would be putting a QR code on a branded tech accessory or a notebook that will take customers to company material: this will be a tangible and digital touch point, making B2B customer experience more engaging.
Optimizing Bulk Purchasing and Supplier Partnerships
The promotion materials may be bought in bulk or good relations with the suppliers may be established to save the costs. Negotiation of volume discounts or negotiating package deals which contain several items at reduced prices are usually the advantage of startups. Premeditated campaigns enable the firms to optimise budgets as well as get quality products.
Flexibility and reliability may also be achieved through long term supplier partnerships. Development of relationships with reliable suppliers will guarantee uniform product quality and availability to replenish the warehouses with their products within short notice. This will minimise the chances of incurring excess expenditure on last minute orders but the image of the company remains professional.
Measuring Impact and Adjusting Strategy
The effectiveness of promotional materials needs to be assessed to ensure continuity in cost effectiveness. Startups need to observe the engagement, client feedback, and the ROI to identify the items that add the most value. Frequent analysis will enable companies to optimize the initiatives and invest in materials that can give quantifiable outcomes.
The promotion campaigns are adjusted to the performance insights to be sure that the resources are distributed properly. B2B startups and tech companies can ensure that their promotion materials are as effective as possible and their costs are managed through constant monitoring of results and thus provide the company with greater brand recognition in a competitive market.
Conclusion
Branding requires cost efficient promotional materials which are crucial in the B2B startups and developing technology companies. Considerable choice, tactical application of organization garments and company presents, and incorporation of electronic choices can enhance the promotion endeavors without violating constrained budgets.
Startups can attain sustainable client interaction and brand presence through focusing on quality, relevance, and measurability. Besides increasing visibility these materials reflect professionalism and care, their use is the basis of long-term competitive growth in B2B markets.