Thursday, March 24, 2011

Sleep Deprivation Makes you Happy!

UC Berkley is making the top Google search line today. The interest is evoked by a new intriguing research, offering not widely accepted viewpoint, that sleep deprivation may offer a positive effect on your mood and psychological well-being. Everybody knows that a sleepless night can make us cranky and moody. But a lesser known side effect of sleep deprivation is short-term euphoria, which can potentially lead to poor judgment and addictive behavior, according to new research from the University of California, Berkeley.

According to a report from UC Berkeley’s Newscenter, UCB and Harvard researchers discovered that a night spent awake rather than asleep created heightened activity in the mesolimbic pathway, a brain circuit driven by dopamines, those neurotransmitters associated with happiness, decision-making, and motivation. The findings were published this week in the Journal of Neuroscience at http://www.jneurosci.org/.

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While this link might not be widely known to the general public, it is not new and unique on the scientists’ monitor. Nearly 30 years have passed since Anna Wirz-Justice, MD, first prescribed a night without sleep for a severely depressed 80-year-old woman. "She used to just sit around all day, feeling suicidal," says the Swiss neurobiologist. "She hardly spoke or moved.''

The remedy worked.  By the next morning, the elderly woman "was talking and moving around as if she were actually another person," Wirz-Justice says. "She told me that at about two or three in the morning, she felt like a black cloud had been lifted from her shoulders."

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But there was a problem: Patients tended to relapse into depression as soon as they did get a good night's sleep. And, up today, there are no reliable approaches to preserve the sleep deprivation positive effect on a long run.

In the recent study, the researchers were also motivated by curiosity over why so many patients with clinical depression feel more positive after sleepless nights. So they used functional MRIs to study the brains of 27 healthy young adults, half of whom had slept well the previous night and the other half of whom had stayed awake all night.

“Participants viewed numerous images, including pleasant scenes (for example, bunnies or ice cream sundaes), and were asked to rate the pictures as either neutral or positive. Across the board, those who had skipped a night’s sleep gave more positive ratings for all the images while the well-rested participants gave more moderate scores,” reads the UCB Newscenter report.

The trouble is that the type of positivity prompted by all-nighters is based on short-term dopamine spikes and can thus spur overly optimistic choices that might have disastrous results. A new tattoo, a dip in the bay, or a motorcycle ride with a stranger can seem like great ideas in the blaze of that morning-after buzz.

“When functioning correctly, the brain finds the sweet spot on the mood spectrum. But the sleep-deprived brain will swing to both extremes, neither of which is optimal for making wise decisions,” said Matthew Walker, associate professor of psychology and neuroscience at UC Berkeley and lead author of the study.

“After a good night’s sleep, the frontal lobe regions are strongly connected to the dopamine reward regions, but that’s not the case after a night of no sleep,” said Walker, who is also the principal investigator at UC Berkeley’s Sleep and Neuroimaging Laboratory. Located in UC Berkeley’s psychology department, the sleep lab focuses on cognitive aspects of the sleeping brain using a multimodal imaging approach, including functional MRI, neurophysiological, and psychophysical techniques.

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“The elastic band of sleep deprivation can only be stretched so far before it breaks,” Walker warned.


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Thursday, March 10, 2011

Marketing Battle among Mobile Phone Carriers

Today, there was a big marketing event on our corporate parking lot, arranged by Sprint. Being faithful Verizon subscribers for years, I was not interested in changing the carrier, but I noticed that the action drew a descent amount of visitors. Combining this spotty event with Sprint coming to the top of the Google Searches, the thought comes, that Sprint is doing significant efforts to capture bigger market share on the USA consumer market. Spring also introduced several great smartphones for their subscribers, like the HTC EVO 4G and the Samsung Epic 4G.

Let’s review, what the current status of popularity among top Mobile Carriers is. Review the chart prepared by ComScore for the end of November 2010.

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By end of December 2010, the global picture has not significantly changed. The largest four mobile network providers, Verizon, AT&T, T-Mobile and Sprint, continued to dominate the US market, gaining combined market share 82% of the US mobile subscribers (age 13 and up). Verizon led the US mobile market as the carrier for 31.3% of mobile subscribers, with AT&T accounting for 26.6% share, followed by T-Mobile (12.2%) and Sprint (11.9%).

There are some other interesting mobile phone trends worth to mention. For example, Google Android became the second biggest smartphone operating system in the US in 2010, trailing only market leader RIM. “The 2010 US Digital Year in Review” indicates that among smartphone OS platforms, RIM retained its lead with 31.6% market share in December 2010 (although decreasing roughly one-quarter from 41.6% the previous year).

RIM was followed by Google at 28.7% (surging 452% from 5.2% in the past year), Apple’s market share remained mostly flat at 25%, while Microsoft followed at 8.4% (down more than 50% from 17.9% in 2009). By December 2010, smartphone penetration had reached 27% of the mobile market.

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However, if we take a look on the same data publish this month, we can see that in the beginning of 2011, Google Android became already a leading mobile platform, bypassing RIM as a former leader.

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And talking about successful Google Android penetration, Verizon is leading in its adoption among all carriers.

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Definitely, the battle is not over yet. Conservative corporations still stick to the more traditional Blackberry, keeping in mind the solid business applications developed by RIM. For users, the severe competition is very good, as it drives the providers to improve their offerings and drop the process for equipment and services.


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Sunday, February 27, 2011

History of Sunchips Biodegradable Bags on Consumer Market

On the top of the Yahoo! Search lines today – Sunchips bags. Let’s review, step-by-step, what could possibly bring the public interest to such a trivial item.

Fully Bio-degradable bags introduction

In April 2009, it has been announced that, just in time for Earth Day in 2010, PepsiCo's Frito-Lay Div. would be rolling out compostable packaging. Applied to bags of its SunChips brand, a popular line of multigrain snacks, the plant-based, biodegradable material is a structure made of NatureWorks' (www.natureworksllc.com) polylactic acid (PLA) film, which should decompose over 14 weeks when placed in a hot, active compost bin or pile—at home or at an industrial composting site.

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The company made enormous marketing effort to play up its environmentally friendly nature as the package was made from plants and not plastic and could break down in compost.

However, the problems came from totally unexpected side. Unhappy customers complained the bag was too loud. The stiffer material made it give off noise of that, measured in decibels, is about as loud as a busy city street.

Packages recall

Use of the new environment friendly, but noisy, packages triggered widespread irritation among customers - and caused SunChips sales to drop by as much as 11% over the 52 weeks after the bags became available in March 2010. Profits is a good indicator of the solution effectiveness, and Frito-Lay quickly realized that the bags were trouble, especially when a Facebook group called "Sorry But I Can't Hear You Over This SunChips Bag" gathered quickly of more than 44,000 fans.

"It was interesting we got a lot of extremely positive feedback ... but on the same hand we heard one overwhelming complaint," said Brad Rodgers, manager of sustainable packaging for PepsiCo advanced research.

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So Frito-Lay got rid of the biodegradable bags last October for all flavors except Original SunChips.

New solution

PepsiCo Inc., which owns Frito-Lay, spent a good chunk of last year trying to find a solution. The company found that if it used a different adhesive to put together the two layers of a bag — one which protects the food on the inside and one which carries the logo and labels on the outside — it created a sort of noise barrier.

Brad Rodgers said engineers looked at dozens of possible options. He admitted that he was initially suspect of the theory that the razor-thin layer of adhesive would solve such a big problem. But engineers found that a more rubber-like adhesive really did absorb some of the sound.

The company's first design gave off noise that registered at roughly 80 to 85 decibels. The new design dampens the noise to around 70 decibels, on par with its original packaging and most other chip bags.

The new bags are already hitting store shelves with Original SunChips. If all goes well, Frito-Lay will roll out the bags to all SunChips flavors.

How compostable is the old package?

In the light of the customer complaints on the noise, the question of how real are the manufacturer claims on the biodegradability of the old packages has been not addressed by the consumers.

The first warning sign was received from the Regional Municipality of Niagara, Ontario, announcing May 18, 2010, that it will not accept the bags in its Green Bin program because the film takes too long to degrade in the community's composting plant.

"The Sun Chips bags are made of polylactic acid, which is a corn starch-based product similar to that which is used in the compostable liner bags that are accepted in the Region's organics program. Both products compost under the right conditions, however, the Sun Chips bags have three layers of and compost in about 14 weeks (the same term as promised manufacturers term), while the bin liner bags are a single layer and break down in three to four weeks," Andrew Pollock, director of waste management services, said.

"The Walkers' Gore Composting Facility, which processes the Region's Green Bin material, produces compost in eight weeks. As such, the Sun Chips bag may not fully break down in the composting process. Bags that do not fully break down would be screened out and landfilled.

If the Canadian rejection was based purely on the released compostability term, the further consumer reports questioned the advertised 14-weeks term itself as being inaccurate. Recently the old bag was tested out to see if they could decompose quickly. Testing found that the bag, after 14 weeks in the compost pile, remained intact. In the test, the bag was placed in a home-compost with wood chips, grass clippings, dirt, and leaves.


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“The items in contact with the bag composted nicely, but the bag itself? Take a look at the photo. It might decay in an ‘industrial’ compost pile, though we can't say for sure,” the report said.

Let’s see if the new packages can address the questionable biodegradability as well, otherwise revealing that the company advertising does not reflect the real situation might hit again the product sales.


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