Adobe’s board elects Adobe CEO Shantanu Narayen as Chairman

Adobe today announced that its Board of Directors has elected Shantanu Narayen as Chairman of the Board. Narayen will continue in his role as President and CEO of Adobe and succeeds Co-Chairs and Co-Founders of the company, John Warnockand Chuck Geschke, who will remain on the Board.

“We are delighted that Shantanu Narayen, who has repeatedly demonstrated that he has the vision and capacity to lead Adobe into the future, will be the next chairman of Adobe,” said John Warnock and Chuck Geschke. “You cannot imagine how proud we are of our employees and the company that we have all built.”

Narayen’s vision and leadership drove Adobe’s transformation from a packaged software provider to one of the world’s largest and most diversified cloud companies. In 2009, Adobe acquired Omniture, launching what is now a multibillion-dollar digital marketing category and business for Adobe.

The company also announced that board member Jim Daley, a 35-year Price Waterhouse veteran and prior CFO of a publicly traded technology company, has been named Lead Director to ensure continued sound corporate governance. Daley has been a board member since 2001 and was formerly the head of the audit committee.

“Adobe’s co-founders John Warnock and Chuck Geschke have been instrumental in shaping Adobe’s innovation agenda and our unique culture for decades,” said Shantanu Narayen, Adobe president and CEO. “I’m grateful to John and Chuck for their ongoing counsel and for entrusting me with the leadership of the amazing company they founded.”

In 2011, Adobe moved its highly profitable creative software business to a software-as-a-service (SaaS) model, becoming the first packaged software company to successfully pivot to the cloud. Adobe is now transitioning its documents business—based on its PDF standard—to a cloud services model with its Document Cloud.


[Source:- Techrader]


Facebook has emerged as a new kind of media platform

Facebook is neither a “traditional” media company, nor it is a “traditional” technology company, CEO Mark Zuckerburg has said, adding that it is a new kind of platform.

Zuckerburg on Wednesday invited his 82 million followers on Facebook to sit in on his discussion with Chief Operating Officer (COO) Sheryl Sandbeg on Facebook Live where he tried to explain the nature of Facebook and attempted to answer several much-asked questions.

“We build technology and we feel responsible for how it is used. We do not write the news that people read on the platform, but at the same time we know that we do a lot more than just distributing the news. We are an important part of the public discourse,” Zuckerburg said on Facebook Live.

However, earlier this year in an event in Italy, Zuckerburg had said that Facebook was a technology company and not just a media company, according to a report in Digital Trends.

Critics have blamed the social networking giant Facebook for influencing the US-elections in favour of President-elect Donald Trump by circulating a “host of fake news stories about political topics.”

“Reflecting on 2016, this is just something that I am proud that people in this company take so seriously,” Zuckerburg said on the issue of fake news.



[Source:- Techrader]

Twitter enables longer tweets as part of growth push

Twitter will no longer factor certain add-ons including pictures into a message's length

Twitter announced Monday it was easing its 140-character limit on tweets, in the latest effort to broaden the appeal and boost the user base of the social network.

The new policy announced in May and now in effect no longer factors in certain add-ons, including pictures, into a message’s length.

“Say more about what’s happening! Rolling out now,” said an official tweet from San Francisco-based Twitter.

Media attachments such as photos, videos and polls are exempted from the character limit, as well as tweets that are quoted in a retweet.

The move comes as Twitter’s efforts to increase its user base and engagement have been sputtering, raising questions about its growth trend as it seeks to keep pace in the fast-moving world of social media.

The latest move eases but does not eliminate the 140-character limit, which was put in place due to mobile phone text messaging constraints when Twitter launched in 2006.

Analysts have said Twitter needs to find new ways to boost its appeal beyond a core of celebrities, politicians and journalists, with its user base stagnant for the past year.

In its last quarterly update, Twitter said the number of monthly active users edged up to 313 million, up three percent from a year ago and only slightly more than the 310 million in the prior quarter.

Twitter has yet to post a profit, even as it has ramped up its efforts in advertising.

Amid reports that Twitter may be seeking ways to cut costs or even sell itself, the San Francisco-based service has been adding new features including live video.

Twitter drew more than two million people to its first broadcast of an NFL football game last week, part of a range of new sports content available through the network.

It is also offering users live-streamed video programs on technology, media and business in partnership with the streaming platform Cheddar.

‘Too little, too late’

Analysts remain cautious about Twitter’s ability to break out of its rut and accelerate growth. It is far behind Facebook, which has an audience of over 1.7 billion, and Facebook-owned Instagram, with some 500 million.

“Anything that can make Twitter easier to use will be a benefit to both Twitter and its users,” said Debra Aho Williamson, an analyst who follows social media at the research firm eMarketer.

“It might bring some people back who got frustrated with (tweet limitations). That said, I’m not sure how many people will use this as an opportunity to try Twitter if they haven’t already started using it. Things like NFL streaming will be a much better draw for new users.”

Last month, eMarketer said Twitter’s share of US social network users will decline to 28.1 percent this year and will continue to drop through 2020, as it loses users to Snapchat, Instagram, and messaging apps.

Greg Sterling, a contributing editor to the Search Engine Land blog, called the new policy “a necessary and inevitable move” by Twitter to help revive growth.

But he added that Twitter “is in danger of being permanently obscured by Snapchat and rivals Facebook and Instagram—even messaging apps.”

The relaxing of the tweet limit “may be too little, too late,” said Roger Kay of Endpoint Technologies Associates.

“All this would have been good five years ago. It’s a good tactical adjustment but it doesn’t change the dynamics of the industry or where Twitter is.”

Analyst Youssef Squali at Cantor Fitzgerald said Twitter needs to prove itself soon or face pressure from shareholders.

In a research note last week, Squali said the NFL broadcast was positive but that “this may be management’s last opportunity to reignite growth in users, engagement and monetization.” He added that “failure to do so is likely to embolden shareholders to pressure the board to evaluate alternatives” which mean selling or finding a merger partner.




US music business in rare growth as streaming doubles

Subscriptions to paid services like Apple Music led to overall revenue growth for the US music industry of 8.1 percent from a ye

The US music industry Tuesday posted its strongest growth in more than a decade in the first six months as streaming subscriptions doubled, but weakness reigned in other formats.

Consumers in the world’s biggest music market had 18.3 million subscriptions to paid services such as Spotify, Apple Music and Tidal in the first half of 2016, compared with 9.1 million in the same period a year earlier, the Recording Industry Association of America said.

The revenue from paid subscriptions also more than doubled to just over $1 billion.

The subscriptions led to overall revenue growth for the US music industry of 8.1 percent from a year earlier.

The last time the industry posted a similar rate was in 1999, at the dawn of the era of digital music, when revenue grew 6.4 percent on a full-year basis.

Cary Sherman, chairman and CEO of the industry association, said that the figures showed that music remained “fundamentally undervalued” due to outdated laws and structures despite rising consumer demand.

“Many services rake in billions of dollars for themselves on the backs of music’s popularity but pay only relative pennies for artists and labels. Pirate sites operate with seeming impunity,” he said in a blog essay.

Outside of streaming, other segments of the music industry remained soft.

CD shipments dropped 11.2 percent to 38.9 million, while downloads on iTunes and other services tumbled 14.5 percent to 48.2 million albums.

In one potentially alarming sign, shipments of vinyl albums—a niche market which has recently led to a resurgence of record stores—slipped 9.1 percent to 8.4 million records.

Vinyl shipments had soared by more than 28 percent in all of last year.

The latest figures are in line with the global industry, which last year posted its first significant growth since the late 1990s thanks to the rising popularity of streaming.


US to hand over control of the internet naming system as of 1 October

The internet

The US will finally be handing over the naming system of the World Wide Web more specifically known as the Domain Naming System or DNS to nonprofit organisation Internet Corporation for Assigned Names and Numbers (Icann), on 1 October. The confirmation brings to an end the 20-year process involving the handing over a crucial part of the internet’s governance that had been with the US for a long time.

“ICANN has informed the National Telecommunications & Information Administration (NTIA) that is has completed or will complete all the necessary tasks called for in the transition proposal by the end of the contract term. NTIA has thoroughly reviewed the report and informed ICANN that based on that review and barring any significant impediment, NTIA intends to allow the functions contract to expire as of October 1” reads a post on the NTIA website.

For those not familiar with the technicality of DNS, it is basically the internet’s equivalent of a phone book in which a directory of domain names is maintained. It pairs easy-to-remember web addresses (For with their relevant servers; without the DNS people can only access a website by typing in its IP address, which is just a series of numbers like “”.

Although Icann was established in 1988 to coordinate the use of domain names across the globe, it was overseen and administered by the US Department of Commerce, in effect putting the US in charge of governing the website naming system. Now, following agreement of terms and conditions through several rounds of negotiations, most of which were to satisfy the US, the country will give up this power to Icann.

Will it affect users?

Will the change of hands make a difference to users? Not really, considering Icann has been doing the job for years, and now has only become autonomous and independent.

However, there are some within the US political setup who are not happy with the decision taken during the Obama administration’s tenure. They say it is like opening the doors to the likes of China and Russia to meddle with a system that has always been “protected” by the US. But, Icann will technically still be located in the US as it is based in Los Angeles, although the chief governor of the worldwide web naming system, will finally lose the “keys to the kingdom” from 1 October 2016.



[Source: Ibtimes]

Siri takes control as Apple’s macOS Sierra beta arrives

macos sierra installer icon

Less than a month after its unveiling at Apple’s Worldwide Developers Conference in June, macOS Sierra arrived today for beta testers who have signed up to try Apple’s new desktop operating system. This is the third year in a row Apple has offered a public beta of an upcoming desktop OS.

This year the Mac platform gets some significant enhancements, with Sierra bringing one notable feature that promises to change how users interact with their Mac. After teasing users in 2015 with a revamped Spotlight in OS X El Capitan that understood sophisticated requests, Sierra finally brings Siri to the Mac.

Siri’s integration means you’ll be able to control certain functions on your Mac using natural language voice commands, and Siri on the desktop is just as functional as Siri on the iPhone, and with Mac-specific tricks, too. From what I’ve seen using the early Sierra betas, I expect to be spending more time talking to my Mac.

Siri on macOS Michael deAgonia
Siri is accessed from an icon in the Dock, by invoking a key command or from the menubar.

Sierra gets more than just Siri

Sierra isn’t due out in final form until sometime this fall. But beta users, as of today, can check out the tweaks and additions the upgrade offers to make using your Mac a better experience. Those features include picture-in-picture for videos, better photo organization, improved device collaboration via the Universal Clipboard, iCloud Drive (which allows shared Desktop and Documents across all of your Apple devices), and Auto Unlocking your Mac when you wear your Apple Watch (running watchOS 3).

sierra watch unlock
macOS Sierra will allow Apple Watch users to unlock their Mac automatically. (The option is tucked away in the Security preferences.)

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But the biggest standout feature is Siri, which arrives on the desktop years after its debut as an app in iOS and then as a tent-pole feature for the iPhone platform. Apple now joins the ranks of other big-league developers, including Microsoft, Google and even Amazon, who are rapidly rolling out voice-activated features for their products. (FYI: Siri stacks up well against Cortana.)

Before I get into more details about Sierra, a programming note: If you haven’t signed up for Apple’s beta program but would like to, you can do so here. Just a warning: this is a beta, so there will likely be issues if you’re running this operating system. Apple still has months of work ahead to bring Sierra to its final, shipping form. Remember: before you rush to install it, always have a backup of your computer, and never use a beta on production-critical hardware.

A Siri-ously big deal

It’s been five years since Siri’s introduction on the iPhone. Since then, public acceptance of using voicing commands to control a device has slowly been on the rise. Amazon, Google and Microsoft all have virtual assistants now, and, for Apple’s part, the Siri technology has been expanding the use of voice commands in a variety of devices. Siri has bounced from the iPhone to the iPad to Apple TV and CarPlay. If history is any indicator — and by history, I mean Apple’s other product releases — Siri integration will absolutely change how you interact with the Mac — even if you’re still not sold on voice interaction.

Why? Because over the years, Siri has learned platform-specific tricks that make interacting with devices much more effective. For instance, when Siri is prompted on the Apple TV for a specific show, Siri searches across all supported apps and displays the relevant results, saving you the trouble of opening and poking around for that specific show. And on Apple TV, rewinding and fast-forwarding to specific spots isn’t much of an issue when you can tell Siri to just skip back or ahead with your voice.

Siri will be no different. It’s still as whimsical as it is on the iPhone (ask how it feels about living in a Mac and Siri might joke about living in an aluminum housing with no Windows). But there are a variety of new tricks that should be helpful for day to day users.

siri prefs
Siri’s new Preference pane under System Preferences allows you to customize it and change voices.


On the Mac, Siri is accessed from an icon in the Dock, by invoking a key command (Command-Space, by default) or from the menubar, next to the Notification and Spotlight icons. (The “Hey, Siri” voice invocation used in iOS – where Siri is always listening and can respond — isn’t yet an option on the desktop.)

siri weather Michael deAgonia
Siri can quickly deliver the latest weather forecast.

Once active, you can use Siri to create appointments and reminders, send messages, ask for current or future weather forecasts, play a specific song (or an entire album or playlist), check sports scores, or even ask for directions. All of these requests work just as expected. However, I did have trouble getting Siri to bring up photos in my Photo Library, but I’m chalking this up as a bug. (Remember, as I’ve already noted: using a beta, even a public one, means you will likely encounter issues.)

Siri still provides online and local searches, and when performing local searches, it recognizes Finder tags, dates and other attributes. That allows you to perform specific inquiries you’d normally turn to Spotlight for. Since Siri does a decent job following a particular train of thought, you can refine searches with follow-up questions or requests. Just don’t be surprised if you get the occasional Siri sass. (During the WWDC keynote, Craig Federighi, Apple’s senior vice president of software engineering, asked Siri to bring up some files he was looking for and she noted that his “data filin’ was stylin’.”)

Even better, Siri can save your queries and the results in the Notification area for quick access later. That means everything from local file searches to sports scores can be pinned there for easy access later. And from these search widgets, you can keep track of specific files for that project you’re working on, drag and drop the results into live documents, or simply store sports scores for current games you’re interested in.

siri search Michael deAgonia
Siri is aware of tags and can be used to find files using keywords

Other changes in Sierra and final thoughts

Of course Siri isn’t the only new feature in Sierra. Other useful additions include:

  • The ability to play any video in a small window that hovers above your work
  • Optimized storage, which can be used to free up space by clearing your hard drive of older files (and storing them in Apple’s iCloud servers for later retrieval, or, in the case of obsolete system files, removing them entirely).
  • Advanced Continuity features that allow Apple devices to communicate and work more effectively with each other, including the new Universal Clipboard. This lets you copy data or a picture on your iPhone and paste it into a document on your Mac without using Messages, Notes or AirDrop. The ability to easily move data between Apple devices is coming, and it already works pretty well in the public beta. (Note: For this to work, every device needs to be running the latest beta software.) This feature alone might be worth the upgrade in the fall for many.

When Siri was first released, I mused that any technology hoping to gain mass appeal had to be good enough to change someone’s thought process from “Why are you using that?” to “Why aren’t you using that?” Siri’s capabilities and accuracy have grown over the years, and its features continue to evolve as the tech spreads from one Apple product to another. At the time, I wondered where the technology would go.

Now we know the answer: on our Macs. And now you can try it for yourself, months before other Mac users get their shot.




Critics denounce Home windows 10 improve changes as PR ploy

windows 10

Commenters have scoffed at Microsoft’s backtracking from a widely-criticized exercise to trick users into upgrading to Home windows 10, arguing that it changed into nothing greater than a public relations ploy employed while the loose upgrade changed into simply weeks from expiring.
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People have been complaining approximately GWX [Get Windows 10] for the reason that closing October. To in the end admit there’s a hassle 1 month earlier than the quit of the promoting (and it is going to be any other week before everyone has this replace) is clearly unhappy,” wrote a person diagnosed as Rossco1337 on a Reddit thread Wednesday.

GWX is the app Microsoft has downloaded and installedin many instances multiple instances — on hundreds of thousands of Home windows 7 and Windows eight.1 gadgets for greater than a yr. The app manages the authorization of a free upgrade to Home windows 10, presentations notices and currently pre-schedules the manner.

“[Microsoft] possibly [did this] so that years from now, the vague memory can be, ‘Microsoft turned into a piece pushy, however ultimately they subsidized off and gave Humans choice,'” introduced illithidbane inside the same dialogue thread. “They want it to had been pushy for as long as possible, get as many enhancements as possible, however quit on a ‘highobserve.”

In advance this week, Microsoft announced that it might revise the notification of a pending Windows 10 upgrade in order that clicking the crimson “X” — an motion that for many years has been used to disregard or ignore a dialog container — will no longer be interpreted as approving the improve.

while the click-x-and-approve-the-improve tactic became widely known closing month, Windows customers blasted the strategy, calling it misleading as it legal the upgrade whilst People believed they were rejecting it.

The revamped GWX will interpret an X-click because the consumer trying to temporarily forget about the noticeit will reappear inside a few days — and affords a choice to decline the upgrade a great deal extra prominently. The modified GWX has yet to seem on clientsPcs.

Although Microsoft did now not provide a specific cause for the modified GWX in a assertion attributed to Terry Myerson, head of the company‘s Home windows and devices institution, some place else Myerson explained that it originated with person feedback.

in view that we brought a brand new improve experience for Home windows 10, we’ve received feedback that a number of our valued clients discovered it perplexing,” Myerson advised The Verge this week. “we’ve been running tough to comprise their remarks and this week, we’re going to roll out a brand new upgrade revel in with clear options to improve now, time table a time, or decline the loose provide.”

Some commentators were not shopping for it.

It’s a feeble attempt at gaining the accept as true with lower back of some of their customers with the aid of making it appear like they’re listening to their users,” countered a person labeled program_the_world on Reddit the previous day. “The timing on this is completely intentional.”

The commenter was probable relating to the unfastened improve‘s final month; Microsoft will end the oneyr deal on July 29, the anniversary of the running system‘s launch. After that, licenses to Home windows 10 Domestic will fee.

Commenters additionally delivered their two cents to the Computerworld information story outlining the modified GWX. “that is probable only a exposure stunt or an effort at damage manipulate,” maintained Michael Lou on Wednesday. “that is a waste of attempt [because] there is most effective 1 month left [before] the improve provide expires on 29 July 2016.”

“Too past due, Microsoft, you had a threat to do this proper and you blew it,” echoed someone recognized only as Rick.

Microsoft plugs area browser as electricity miser

microsoft edge

Microsoft the day past claimed its own assessments show that side, the default in home windows 10, used 27% less energy than the No. 1 browser, Chrome, and 35% less than the slowly-sliding-into-obscurity Firefox.

The Redmond, Wash. organization‘s side-eats-less campaign may additionally have been inspired by way of facet‘s terrible overall performance within the marketplace, in which it has been adopted by using much less than 30% of the home windows 10 populace.
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In a couple of weblog posts, a director of facet‘s platform crew and an facet program manager touted the results of Microsoft’s in-labs exams.

the use of its very own surface ebook, Microsoft ran a set of actionsstarting sites, scrolling, playing videosusing area, Google’s Chrome, Mozilla’s Firefox and Opera software‘s Opera — because it measured energy consumption in milliwatts (one-thousandth of a watt). Microsoft’s consequences: part took first prize with the lowest electricity intake, Chrome came in second, Opera third and Firefox last.

Microsoft also contended that its telemetry — which is vast from windows 10 machines — supported its lab tests. “To degree home windows performance and become aware of opportunities, we measure aggregated telemetry from tens of millions of home windows 10 devices around the sector,” wrote Jason Weber, director of facet‘s net platform. “The billions of records factors from these gadgets are regular with the lab consequences.”

those telemetric measurements depend on the power Estimation Engine (E3) service it is tucked into windows 10, and for best consequences, requires specialized silicon within the device. Microsoft referred to as out a Maxim incorporated contemporary and voltage display with the mouthful-of-a-call “SMBus four-Channel extensive Dynamic variety strength Accumulator,” which the surface ebook consists of.

Brandon Heenan, the threshold program manager who authored the second of Monday’s blogs, mentioned that estimating power consumption — as does E3 — provided accuracy prices of approximately eighty five%, as compared to a ninety eight% accuracy fee from structures ready with current and voltage video display units, like the floor.

Few computers have this type of chip: in keeping with Jorge Novillo, a Microsoft software program engineer, 99% of cutting-edge gadgets lack contemporary and voltage monitors.

The aggregate of telemetry and E3 consequences showed that facet ate up 35% less energy than Chrome, but simply 6% less than Firefox, buttressing Microsoft’s in-lab end that aspect bested Chrome, but at odds with the lab take a look at comparison among edge and Firefox.

Heenan additionally trumpeted numerous powerassociated enhancements to aspect, together with increasing the durations among polling a history tab for JavaScript operations, and robotically pausing a few Flash content. The latter become side‘s mimicking of a Chrome feature that debuted ultimate yr. those enhancements will appear in the edge bundled with subsequent month’s windows 10 Anniversary update.

Microsoft’s barnstorming for facet‘s strength overall performance may also had been precipitated by using the low adoption price of the browser among windows 10 users, the conclusion that the day comparing browsers based totally strictly on velocity are over, or a aggregate of the two.
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Redmond has purpose for concern. area‘s displaying in its first 10 months has been less than stellar as the browser has now not been capable of develop its share as windows 10’s use has elevated.

In may also, area turned into utilized by 21% — off nearly a percentage factor from the month earlier thanof these running windows 10, in step with the virtual Analytics program (DAP), which tallies visits to greater than 4,000 websites maintained by U.S. government groups.

All 3 metrics assets that Computerworld often tracks portrayed a decline in aspect‘s adoption considering September 2015. Irish supplier StatCounter, for example, pegged side‘s U.S. share of windows 10 at 17% for may additionally, down from 18% closing year. worldwide, part became also in decline. U.S.-based totally net programs, for example, tapped side‘s global share of home windows 10 at 29% for might also, down a point from the 3 months previous, and off almost 8 points from September. And StatCounter’s global utilization proportion for facet as a fraction of home windows 10 changed into 12.5% in may additionally, a record low.

The Internet Is Now Officially Too Big as IP Addresses Run Out

The Internet as we know it is now officially too big for its britches.

The organization that assigns IP addresses in North America — the numbers that identify every computer, smartphone and device connected to the Internet — ran out of numbers overnight Wednesday. It’s not the end of the world, because there’s a newer, more robust system rolling out, but it’s a milestone in our shared online history, nonetheless.

IP addresses are the four-number strings like that you’ll sometimes see in your browser’s address bar, in the guts of your smartphone’s system settings, or that you might be asked to type in to your cable modem or WiFi router. That address,, is one of many that should take you to

It’s like the highway system. If you’re driving through New York, you might take Interstate 95 or I-190 or I-287. But in plain English, it’s all the New York State Thruway.

There are five huge nonprofit regional organizations that hand out those addresses around the world. For the first time, the American Registry for Internet Numbers, in charge of North America, had to turn down a request for a block of addresses Wednesday because it didn’t have enough.

So it activated its “Unmet Request Policy,” it said — basically saying sorry, but if you want all of those requested addresses, you’ll have to sit on ARIN’s waiting list until they somehow become free or buy them on the open market.

The problem is there are only those four numbers in addresses, a system called IPv4. It’s been in place for more than 30 years, “and even the architects of the Internet could not have predicted the amazing success and universal adoption of the Internet and World Wide Web,” said John Curran, president and chief executive of the registry.

“Even optimistically, the total amount of unused or under-used IPv4 address space that could be made available only represents a ‘stop gap’ measure in the life of the IPv4 Internet,” the nonprofit Asia Pacific Network Information Centerreported Thursday. “The demand for Internet addresses will only continue to grow.”

But the people who run the web have known this was coming for years. In fact, the master organization that doles out addresses for ARIN and the four other regional registries announced more than a year ago that its well was dry.

So work has been under way for years on what’s called IPv6 — longer addresses that also include letters. There are only about 4.3 billion possible IPv4 addresses, which engineers assumed would be more than enough in the 1990s. With IPv6, there are about 340 trillion trillion trillion combinations — specifically:

340,282,366,920,938,463,463,374,607,431,768,211,456. (Let’s just say 340 gajillion.)

Ideally, you shouldn’t see any impact from the switchover to IPv6, since both systems are meant to work side by side. But adoption by Internet service providers and large public organizations has been slow. Google, which monitors whether you get to it through IPv4 or IPv6, says only 21 percent of its U.S. traffic comes through IPv6 — and that’s the highest rate of any country in the world.


“It is time for Internet service providers to move to IPv6 to enable the Internet’s continued growth,” Curran said. “Businesses should be aware that this transition is already well underway for many service providers in the region and make sure that their public-facing websites are reachable via IPv6.”

Otherwise, the Internet will remain frozen where it is today.



[Source:- NBC]


Apple may rebrand OS X as ‘MacOS’ this summer

apple logo

Apple may be getting ready to rebrand its OS X operating system as MacOS, according to a since-altered page on the Cupertino, Calif. company’s website.

The page, which touted Apple’s environmental efforts, used “MacOS” rather than “OS X” to label the Mac’s operating system. The Apple-focused website9to5Mac noted the use of the new name late Thursday.

Apple has changed that page, which now refers to “OS X.”

The rebranding would put the Mac’s operating system more in sync with the nomenclature of Apple’s other OSes, including “iOS,” “tvOS” and “watchOS.”

OS X as a brand originated in 2000, when it was officially designated “Mac OS X.” But “Mac OS” was used before that, notably during the span of 1995 through 1997, when Apple licensed third-party OEMs (original equipment manufacturers) to build and sell Mac clones. Co-founder Steve Jobs ended that strategy shortly after he returned to Apple in 1997. Apple retains U.S. trademark rights to “Mac OS;” those rights were last renewed in 2015. No active trademarks for “MacOS” were found in a search of the U.S. Patent and Trademark Office’s database.

Prior to Mac OS, Apple simply dubbed the Macintosh operating system as “System.”

OS X is currently at version 11, and carries the moniker “El Capitan,” in line with Apple’s 2013 switch to California place names.

Because Apple traditionally announces the year’s OS X upgrade at its Worldwide Developers Conference (WWDC), any rebranding to MacOS would likely occur there.

While Apple has not yet set the dates for this year’s WWDC, the most probable are June 13-17. The conference’s long-time venue, the Moscone West convention hall in San Francisco, has been booked for the week prior and for part of the week following. According to the center’s website, West is available for the week starting June 13.


[Source:- CW]