2015 Ce pro 100 brand analysis A New World...
Transcript of 2015 Ce pro 100 brand analysis A New World...
CE FEATURE CE PRO 100 BRANDS
IToday’s market conditions have created an environ-ment in which newer companies have become ‘go-to’ solution providers at the expense of bedrock custom industry manufacturers. BY ROBERT ARCHER
A New World2015 Ce pro 100 brand analysis:
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N THE 1980S Larry Bird, Kevin McHale and Robert Parish were the NBA’s “Big 3” for the Boston Celtics. In the 1990s the NFL’s Troy Aikman, Emmitt Smith and Michael Irvin took the “Big 3”
moniker in Dallas. More recently the NBA gave fans a new “Big 3” with Boston’s Kevin Garnett, Paul Piece and Ray Allen and Miami’s LeBron James, Dwyane Wade and Chris Bosh.
When it comes to a Hall of Fame caliber “Big 3” of the custom installation industry, some brands could certainly present strong cases when you consider the pioneering names in A/V and automation.
Based on numbers from the annual Brand Analysis that is culled from responses to the CE Pro 100 entry form gauging the industry’s highest-revenue integrators, it could be argued that today’s most popular trifecta among deal-ers would include Sony, SnapAV and Con-trol4. Or in “Big 3” parlance perhaps a Bird-
era historical type of brand (Sony) with some current-gen teammates (SnapAV, Control4) comprising a trio of “go-to brands.”
Looking at the evolution that’s occurred within the custom market these brands have rapidly taken on the role of market leaders and the 2015 Brand Analysis numbers (revealing 2014 data) bear that out. Challenges to a “Big 3” inclusion could be made from a handful of companies, such as Autonomic Controls and Screen Innovations (SI), for example, which this year earned what may be considered surprising Brand Leader distinction in their respective media server and projection screen categories. One theme that seems to be epito-mized by the work of Sony, SnapAV and Con-trol4 among others in the respective categories of 4K, high-resolution audio, home automa-tion, speakers, cabling and power condition-ers, is that value-added products, price points and dealer support mechanisms are resonating with installers.
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Flat-Panel TVs Samsung
Projectors Sony
Video Screens Screen Innovations (SI)
Video DistributionCrestron
Satellite SystemsDirecTV
Outdoor VideoSunBriteTV
Blu-ray Disc PlayersSony
Gaming Systems Sony
HDMI Cables Binary (SnapAV)
Video
Blu-ray Players Flat-Panel Displays Gaming Systems
Projectors Video Distribution/Switchers
Video Filmscreens
Outdoor Video
Furniture Salamander
Lifts Auton
Mounts Chief
Racks Middle Atlantic
Seating Fortress
Structured Wiring Wirepath (SnapAV)
Speaker Cable Binary (SnapAV)
Power Conditioners Panamax
Central Vacuum Beam/Electrolux
Cooling Systems Active Thermal Management (ATM)
Remote Managed Services Ihiji
Home Enhancements
Central Vacuum Furniture Intercom Systems Li�s
Mounts Seating Structured WiringSystems Racks
Phone Systems Remote ManagedServices
Cooling Systems Power Conditioners
Whole-House Automation Control4
Universal Remotes/Tablets URC
Lighting Control Lutron
Shade Control Lutron
HVAC/Energy/Smart Grid Management Control4
IR Distribution Systems SnapAV (Episode, Wirepath & Binary)Control &
Automation
Home Automation Universal Remotes/Tablets
Lighting Controls
HVAC/Energy/Smart GridManagement
IR DistributionSystems
Home Health Tech
Shade Control
Home Networks Pakedge
Phone Systems/Intercoms Panasonic
Computers Apple & Dell
Cell Phone Boosters Wilson Electronics
Networking Solutions
HDMI Cable Home Networks
Speaker Wire/Interconnects
Cell PhoneBoosters
IP Cameras & SurveillanceIC Realtime
Access Control Control4
Security/Fire Systems Honeywell & Interlogix
Misc.
Security
Security/Fire Systems Access Control
Design/ProposalSo�ware
Distributor
Misc.
IP Cameras/Surveillance
IR DistributionSystems
Design/Proposal Software D-Tools
Misc.
Security
Security/Fire Systems Access Control
Design/ProposalSo�ware
Distributor
Misc.
IP Cameras/Surveillance
IR DistributionSystems
In-Wall/In-Ceiling Loudspeakers Sonance
Floorstanding Speaker Bowers & Wilkins (B&W)
Acoustical Treatments CinemaTech & Kinetics Noise Control
A/V Receivers Integra
A/V Processors Integra
Media Servers/DVRs/Streaming Devices Autonomic
Soundbars Sonos
Turntables McIntosh
Wireless AudioSonos
Outdoor Audio Sonance
Multiroom Audio Control4
Headphones Sennheiser
Audio
FreestandingLoudspeakers
AcousticalTreatments A/V Receivers A/V Streaming
Devices
Headphones A/V Preamp/Processors
ArchitecturalLoudspeakers Media Servers
Multiroom Audio Distribution
SystemsWireless Audio Outdoor Audio Soundbars Turntables
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CE FEATURE CE PRO 100 BRANDS
For the most part the architectural speaker category remains status quo with approximately the same number of total manufacturers (41) and the same brands at the top. What is interesting is just below the top five is the rising popularity of the Revel and Origin Acoustics brands. Revel’s popularity has been a slow build. Newcomer Origin has solid representation of 16 CE Pro 100 dealers.
For the past couple of years, CinemaTech has been the leader in the Acoustical Treatments category and the same is true in 2015, but this year the company is joined by Kinetics. Sneaking into the top five is Auralex, which besides resi does a considerable amount of business in the commercial space.
The 2015 numbers show that 2014’s reemergence of the home theater category is more than just a fad. Overall the growth may not be as dramatic as 2014, but the numbers are better, with more dealers using high-performance brands such as Bryston, Classe, Datasat and McIntosh.
It isn’t a direct comparison to previous years because of some newly defined category parameters, but in 2014 Apple led the A/V Sources/Streaming media category, and Kaleidescape led the Media Server category. This year in the combined Media Server/DVRs/Streaming Devices, Autonomic has taken a major step to the top with 46 dealers utilizing its products. Note that Apple includes dealers who may use Mac Minis as servers, aside from using Apple TV.
Integra leads the A/V Receivers category as it has for a number of years. The biggest news here is the major jump Sony — including those authorized to sell its high-end ES line — has taken by adding 26 dealers from the previous year’s total. The other companies in the top five have also added dealers, including Denon, which has added 12.
IN-WALL/IN-CEILING LOUDSPEAKERS
ACOUSTICAL TREATMENTS
A/V PROCESSORS
A/V RECEIVERS
FLOORSTANDING LOUDSPEAKERS
Sonance
CinemaTech
Integra
Autonomic
Integra
Bowers & Wilkins
Kinetics Noise Control
Marantz
Kaleidescape
Sony/ Sony ES
Speaker-Craft
Triad
Acoustic Innovations
Anthem
Apple/ Apple TV
Denon
Klipsch
Episode (SnapAV)
Rotel
Sonos
Marantz
Paradigm
Auralex
McIntosh
Fusion Research
Yamaha
59%
14%
45%
46%
14%
21%
42%
55%
12%
20%
31%
32%12%
17%
21%
28%8%
16%
14%
26%
Each of the top companies in this year’s Floorstanding Speakers category grew their respective numbers over the previous year. Similar to the architectural speakers, the top brands pretty much seemed to be locked in with B&W pacing the field, followed closely by Klipsch, Paradigm, Triad and Revel.
Bowers & Wilkins
Klipsch Triad RevelParadigm
30%52%
28%
29%
26%
25%
18%
19% 19% 19%
17%
MEDIA SERVERS/DVRS/ STREAMING DEVICES
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CE FEATURE CE PRO 100 BRANDS
This diverse category features specialty companies such as Leon and Triad competing against large companies such as Sony and Samsung. Whole-house entertainment company Sonos leads for the first time. Perhaps driven by its new wireless products, Definitive Technology appears in the top five for the first time. Def Tech’s sister brand Polk surged into the upper half of the overall rankings; both use DTS’ Play-Fi in wireless offerings.
A comparison of the past few years shows the wireless audio category is maturing both in terms of product development and the application of these products. Sonos builds upon its already sizable market lead, while Bose and Soundcast make slight gains in the category. Denon’s relatively new HEOS brand helps it make the top five.
Control4 takes over the top spot surpassing Crestron, which had been the category leader for a number of years. Following closely are Sonos and Savant, and just as in years past maintaining the fifth position is Elan. It is interesting to note that traditional whole-house audio companies are used by only a handful of CE Pro 100 dealers. Moreover, popularity within the speaker categories doesn’t seem to carry over into the whole-house audio markets.
For the second consecutive year the headphone category shows growth, with Sennheiser and B&W continuing to be pacesetters. In addition to the increased number of dealers offering headphones, the amount of headphone companies has also climbed. The category could be in for a leveling off going forward.
Looking similar to the 2014 listing, the outdoor audio market is again paced by Sonance. SnapAV’s Episode brand continues to grow in the outdoor audio category, while the rest of the top five add to their respective leadership numbers in the past year.
WIRELESS AUDIO
MULTIROOM AUDIO
OUTDOOR AUDIO
HEADPHONES
TURNTABLESSOUNDBARS
Sonos
SonanceSonos
Control4Sennheiser
Leon
Bose
Crestron
Klipsch
Speaker-Craft
Control4
Paradigm
Bowers & Wilkins
Bowers & Wilkins
NuVo
SonosSony
Episode (Snap AV)
James Loudspeaker
Episode (Snap AV)
Denon/Heos
SavantBose
Definitive Technology
KlipschSoundcast
ElanKlipsch
53% 31%49%
22%37%
15%34%
11%14% 11%
Showing a small growth both in terms of the amount of dealers installing turntables, and the number of manufacturers utilized, the install market reflects the popularity of vinyl in today’s digital audio era. McIntosh con-tinues to be the most preferred manufacturer in the category, followed closely by the respective brands Denon, Pro-Ject, Marantz and Thorens.
McIntosh Denon Marantz ThorensPro-Ject
12%47%
62%87%
9%42%
24%7%
8%33%
17%7%
7%15%
16%7%
15%
16%6%
15%
12%6%
6%
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CE FEATURE CE PRO 100 BRANDS
No, it’s not an accounting error; the Brand Analysis takes into account a smattering of companies that fall just shy of making the CE Pro 100 list; as such, Samsung’s dominance here is underscored. Samsung, Sony and LG all make significant gains when compared to 2014, while the diversity of the market shows in the increasing frequency brands such as Planar and Seura (four dealers) are mentioned.
Surging into the top spot is SI. Gaining 62 dealers from the 2014 list, the company vaults past Stewart Filmscreen, which itself picked up 10 more. Also making gains are Da-Lite and SnapAV’s Dragonfly brand. Factoring the projector responses, the home projection market ap-pears to be capitalizing on 4K video products and affordable screen solutions for multi-purpose applications.
After a five-year hiatus, CE Pro is once again tracking satellite sys-tems. Claiming the top position is DirecTV. Looking back at the 2010 numbers, Dish Network has eroded DirecTV’s share, but it is notewor-thy to point out that with streaming services and OTT devices gaining popularity the challenge may be more difficult as consumers continue to “cut the cord.”
For the most part video distribution remains status quo in terms of brand rankings, but Binary’s growth does stand out. Overall the video distribution market is growing just as other video categories with big-ger numbers in the amount of brands dealers are offering and the total number of brands used.
SCREENS
SATELLITE SYSTEMS
VIDEO DISTRIBUTION
PROJECTORSFLAT-PANEL TVS
Samsung
Crestron
DirecTV
Sony
Dish Network
Panasonic
Atlona
Planar/Runco
Bell
Sharp
SavantBinary (Snap AV)
Excede
LG
Control4
Shaw
40%
15%1% 1% 1%
Slowly Seura is chipping away at perennial leader SunBriteTV’s advantage. Over the three years CE Pro has tracked Outdoor Video, SunBriteTV’s margin over Seura has fallen from 42 dealers to 22 in 2015. Both seem to be filling CE Pro 100 dealers’ outdoor needs well in dominating the category.
OUTDOOR VIDEO
SunBriteTV Seura Mirage-Vision
Samsung
57%
35%
5% 4% 3%
Sony and Epson increase their CE Pro 100 share by one-third and 20 percent, respectively. Digital Projection has an approximate 9 percent growth in its dealer numbers, while JVC/JVC Pro maintains its solid footing. Runco’s dealer base has gone in the opposite direction, but a full 20 percent still rely on the pioneering brand. Sony’s growth may also reflect its support of native 4K.
Sony
Screen Innovations
(SI)
Epson
Stewart Filmscreen
JVC/ JVC Pro
Dragonfly (SnapAV)
Runco
Draper
Digital Projection
Da-Lite
69%
69%79%
103%60%
60%
78%
76%42%
42%45%
42% 29%
29%21%
40% 14% 14%20%
20%14%
Stewart Filmscreen
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63%57%
38%28%
8%
CE FEATURE CE PRO 100 BRANDS
Mirroring its performance in other categories Sony leaps past the peren-nially popular manufacturer Samsung to lock down the title of most frequently installed Blu-ray disc player company by the CE Pro 100. Samsung, Oppo, Integra and LG numbers look similar to past years.
For the third year in a row the number of HDMI cable manufacturers CE Pro 100 dealers are using has decreased. During this period Binary and AudioQuest have increased their respective dealer totals.
Five manufacturers are separated by a total of 12 dealers in one of the most competitive categories. Auton and Chief fell back to the crowd, while Future Automation gained about 33 percent more dealers from 2014 to tighten up the top five.
The furniture category continues its contraction with dealers consoli-dating choices. Benefiting from this contraction are Salamander and Sanus. Connecticut-based manufacturer Salamander adds approxi-mately 33 percent more dealers, while Sanus adds just over 10 percent more from last year.
HDMI CABLES
LIFTS
FURNITURE
GAMING SYSTEMSBLU-RAY DISC PLAYERS
Salamander
Auton Future Automation
Bell’O
Nexus21
BDISanus
Chief
Fortress
Inca
Taking a major jump, Strong, SnapAV’s mounts brand, adds approxi-mately 40 percent to its dealer totals to overtake Sanus. Chief and Peerless-AV maintain prior levels, and in total, the category remains small with just 10 vendors.
MOUNTS
Chief Strong (SnapAV)
Sanus OmniMount
Over the past few years Microsoft and Sony have been in a dead heat for the top position. Perhaps its surging popularity in categories such as flat-panel TVs, projectors and Blu-ray players have aided Sony’s leap over Microsoft in this year’s figures.
Sony
Sony
Microsoft
Samsung
About Golf
Integra
Virtual Sports
LG
Nintendo
Oppo
38%73%
45%
34%68%
22%
15%26%
17%
1%21%
9%
1%20%
8%
Peerless-AV
Binary (SnapAV)
Audio-Quest
Perfect Path
Tribu-taries
Liberty Monster
48%
30%
14% 11% 10% 10%
25%22%
16% 15% 13%
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20%16%
5% 2%
61%
45%34%
15%9%
31% 30%
22%
12% 11%
25%19% 17%
13% 11%
89%
46%26% 10% 9%
CE FEATURE CE PRO 100 BRANDS
Middle Atlantic, Strong, Sanus, Chief and OmniMount carry this small (vendor-wise) category. It should be pointed out that Middle Atlantic, Strong, Sanus and Chief all added to their respective 2014 figures, while OmniMount stands pat with nine CE Pro 100 dealers.
The Structured Wiring category has been taken over by SnapAV’s Wirepath brand, with twice as many dealers as the nearest competitor. The numbers indicate that Structured Wiring is growing again, and this coincides with the building market.
The top two brands in this category added to their respective previous year’s total. In its move past Furman, WattBox added roughly 50 per-cent more dealers to its figures. Dealers used 18 vendors in the Power Conditioner category.
After seemingly leveling off with its growth, the Binary brand increases its dealer total by about 20 percent. The Speaker Cable category is one of the largest in the custom market with roughly 40 manufacturers mentioned in this year’s list.
Only about one-third of CE Pro 100 dealers offer these systems. There has been some upward movement, however. In 2014 dealers quoted seven manufacturers and a total 43 brand mentions. In 2015 the number of brands increased to 10, and the amount of brand mentions increased to 47.
RACKS
STRUCTURED WIRING
POWER CONDITIONERS
SPEAKER CABLE
CENTRAL VACUUM
Middle Atlantic
Wirepath (SnapAV)
Panamax
Binary (SnapAV)
Beam/ Electrolux
Sanus
Channel Vision
Furman
AudioQuest
Honeywell
Chief
Leviton
APC
Monster
Cyclo Vac
OmniMount
Liberty
SurgeX
Honeywell/Genesis
Strong (SnapAV)
Nortek Security &
Control
WattBox (SnapAV)
Liberty
HP/Dirt Devil
After finishing tied with CinemaTech last year, Fortress slots into the top position. Seating remains hotly contested with just 14 dealers separating first and fifth spots. Each of the top five with the exception of CinemaTech adds dealers from the previous year.
SEATING
Fortress Salamander Cineak Acoustic Innovations
CinemaTech
50%
26%
11% 10% 10% 10%OnQ/
Legrand
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74%
30% 27% 8% 6%
80%
54%43%
19% 17%
68%
36% 32% 31% 24%
63% 61%43%
18%13%
30%
17% 14%8% 8%
40% 39%
21%
9% 3%
CE FEATURECE PRO 100 BRANDS
ATM, Middle Atlantic and Cool Components all added to their respec-tive 2014 totals. Faring the best out of the top three companies, ATM edges Middle Atlantic to claim the top position. As usual, this remains an extremely competitive category.
COOLING SYSTEMS
Active Thermal
Management (ATM)
Cool Components
SnapAV SanusMiddle Atlantic
The Remote Managed Services category is still taking shape. Ihiji has set the bar since CE Pro started tracking the numbers. The remaining companies are an interesting mix of control and automation, security, power management and networking brands.
REMOTE MANAGED SERVICES
Ihiji WattBox/OVRC
(SnapAV)
Control4 PakedgeBlueBolt
A� er several years of increased competition among the whole-house automation brands, it appeared the category stabilized last year with Crestron rea� irming its top position. This year takes a di� erent turn, however, as Control4 surpasses its N.J.-based rival for the first time in this category. Supporting the value trend rippling through the custom market is the reemergence of Elan.
Perhaps its popularity in the automation market is behind Control4’s 11-dealer jump here. Other than Control4’s rise, the numbers are simi-lar to previous years, with RTI garnering support from its ProControl brand. Apple is widely more popular as a tablet manufacturer than its Android-based competitors (just three dealers).
More dealers are o� ering these energy-saving and life-enhancing prod-ucts, but the overall category growth is slowing. Lutron, MechoShade and Somfy showed incremental dealer increases, while Crestron main-tains past numbers. QMotion was the one manufacturer to noticeably increase its dealers.
WHOLE-HOUSE AUTOMATION UNIVERSAL REMOTES/TABLETS
SHADE CONTROL
Control4 URC
Lutron
Savant Apple
QMotion
Elan RTI/ProControl
MechoShade Home
Systems
AMX Crestron
Somfy
Crestron Control4
Crestron
Lutron not only sets the bar in the category, but adds approximately 20 percent more dealers to its 2014 total. Another company adding roughly 20 percent is Control4. The rest maintain their respective 2014 figures, and when compared to the past two years, the amount of manufacturers utilized is approximately the same.
LIGHTING CONTROL
Lutron Crestron Vantage SavantControl4
11%
RTI/ProControl
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20% 20%
4% 2% 2%
42%
30%31%24%
19%
73%
2%3% 1% 1%
43%38%
32%
18% 17%
CE FEATURECE PRO 100 BRANDS
Overall there is moderate rise led by companies such as Control4 and Savant. One new company to the top five is Google’s Nest. Propelled by its increasing brand recognition and the growing public awareness of energy conservation, it is not surprising that Nest shoots into this grouping.
A� er shooting into the No. 2 position last year, SnapAV takes command of the category. Following SnapAV is the brand most closely associated with IR technologies, Xantech, with sister Core Brands companies Niles and SpeakerCra� also benefiting, joining Southern California manufac-turer Sonance here.
HVAC/ENERGY/SMART GRID MANAGEMENT
IR DISTRIBUTION SYSTEMS
Control4
SnapAV (Episode,
Wirepath & Binary)
Savant
Niles
Lutron
Sonance
Nest
Speaker-Cra�
Crestron
Xantech
Now in its second year in the Brand Analysis, the Cell Phone Booster category trends upward. The benefactor of most of this growth is Wil-son Electronics. Wilson (along with its former Z-Boost brant) holds over two-thirds of the CE Pro 100 marketshare.
Add computers to 2015’s list of surprising category results. Taking a dramatic dip from the last time CE Pro tracked this category in 2013, the numbers fall almost by half. Dell has caught up to Apple in the amount of dealers o� ering the respective brands. It’s noteworthy to see the net-working numbers increasing, while the computer numbers decrease.
CELL PHONE BOOSTERS COMPUTERS
Wilson ElectronicsApple
DellHP
AT&T Microcell
UnitsASUS
SureCallPixel Technologies
Verizon Microcell
UnitsSonyDell
58%
33%8% 7% 7%
Pakedge has been the leader for several years with Cisco following closely behind. For the third year in a row, however, Pakedge has lost a few dealers. Also falling back to the pack is Cisco, which shows up in 20 percent fewer dealers from the previous year. Luxul almost doubles its total from last year, and Access adds significantly to enter the top five for the first time.
HOME NETWORKS
Pakedge Cisco Ruckus Access Networks
Luxul
This year marks the debut of the combined Phone Systems/Intercoms category. These categories have been shrinking due to web-based technologies such as smartphones, FaceTime and other options, and 2015 continues this trend. Leading this newly created category is Pana-sonic, which for years has dominated in phone systems.
PHONE SYSTEMS/INTERCOMS
Panasonic Savant NEC AT&TOnQ/Legrand
CrestronControl4
55%
9% 5%6%8% 5%6%
1%
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CE FEATURECE PRO 100 BRANDS
SnapAV’s Wirepath brand continues to grow within the IP Camera & Surveillance category, while perennial leader IC Realtime stays on top. The numbers indicate Wirepath’s growth comes at the expense of some of the security market’s more established manufacturers.
A� er a couple of down years, the Security/Fire Systems category has rebounded with growth across the board. Last year the entire CE Pro 100 featured a total of 78 brand mentions; in 2015, the top five brands in the category alone add up to 121 mentions.
With nearly 60 manufacturers mentioned, Access Control is the largest category in terms of total vendors, and unlike other large categories such as speakers there are no two or three dominant brands. The top five is a mix of security and whole-house control and automation companies.
IP CAMERAS & SURVEILLANCE
SECURITY & FIRE SYSTEMS
ACCESS CONTROLS
IC Real-time
Honeywell
Axis
DSC
Speco
Leviton
Panasonic
2Gig
Wirepath (SnapAV)
Interlogix
50%
39%
46%
39%
22%
21%
12%
12%
9%
10%
RESPONDENTS CAN NAME MULTIPLE BRANDS. TO SEE A COMPLETE LIST OF NOT JUST THE TOP LEADERS, BUT ALL THE SUPPLIERS IN EACH CATEGORY, DOWNLOAD THE CE PRO 100 BRAND ANALYSIS FOR FREE ON CEPRO.COM.
FREE CE PRO 100 BRAND ANALYSIS DOWNLOADAT CEPRO.COM
D-Tools, the long-time category leader, builds upon its marketshare lead, perhaps at the expense of custom so� ware products and o� -the-shelf solutions. The rest of the category remains for the most part unchanged; many dealers cra� their own solutions.
DESIGN/PROPOSAL SOFTWARE
D-Tools AutoCADMS Visio/Excel
BidMagicCustom
38%
14% 14% 6%6%
Vivotek
9% Control4 Yale InterlogixHolovision CrestronHoneywell
11%
7%7%
10%
6%8%
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