 Moving on on on the on another example I'm calling in now Natasha Frank she's an American entrepreneur she's dealing with IoT on recycling but I'm sure she will not present it this way so I let her introduce herself activity and her perspective. I'm founder and CEO of a company called and we work on IoT which is Internet of Things for the purposes of circular economy and sustainability and there's a tremendous opportunity here as well as a huge imperative because our generation is the first generation to learn of climate change and also have the ability to do anything about it and the ability to harness the power of technology to enable this sustainable future is absolutely essential so our company works specifically with the focus in the fashion apparel and retail industry and that may seem you know why that focus fashion is actually one of the most number two most polluting industry in the world second only to oil so there is a massive massive pollution here in this industry and it also introduces the first model for introducing IoT or the Internet of Things and can I get a show of hands of just who in here knows what IoT is okay we're doing pretty good so the Internet of Things is basically the permeation of the digital world into the physical world right so we think of the internet as something that we search on our computers well this asset this product this shirt will be searchable this will have a digital identity this will have a profile and that leads to you know the biggest introduction of data into the physical world which also introduces the biggest opportunity to use data to power a regenerative future so if we get a little bit tangible with this what are we actually attaching to a physical product to bring it online here's an example this is what we've developed as well as software that enables this but this is one of the industry's first RFID tags in the form of a thread that can be embedded into the product right so that's actually what you attach to products to bring them into the digital world right 80% of retailers are moving toward item level RFID tagging so now you have a huge opportunity to marry this kind of technology with a sustainable future right so if this product has a digital identity now you can access all the transparency all the information about the utilization of that asset throughout the product lifecycle and you also have the first global system for recycling because you can scan the asset recognize the material content sort separate accordingly it also is a huge alignment or potential conflict with policy right because now we have products that are identified and we have data merging into the physical world and how do we even begin to start to regulate that start to measure that start to create solutions around that when most you know IOT is very new and emerging technology while new and emerging IOT is actually about by 2025 gonna be 11% of the world economy right so this is not something that is a sort of side technology this will reinvent about every single industry as the digital world moves into the physical so if we if we actually you know compare this I think an example that helps look at how data you know looking at the physical world here is right now when you send mail through the post office right the post office doesn't read your mail right but if they decided that the post office wanted to make more money by reading your mail you would say oh no no right that wouldn't be okay yet that's what Google does every day when you're using these services because you're signing up for them for free right and so basically you now have kind of this kind of concept that you wouldn't accept in the physical world moving into the digital world right but then on the other hand if you look at it you know an example like that with a different approach when we look at technology in the physical world you know like the use of municipal energy systems and the public private partnerships that go into designing urban energy utilization there's great alignment there in terms of how the cities and the and the energy companies are working together to create urban infrastructure so here I think we kind of have two different examples of the way that data ownership and collaboration you kind of reshape the future landscape of technology and how can we now with IOT harness the power of that technology for sustainability for you know policy improvements and I think it's one of the most important things that policymakers entrepreneurs big technology companies get right because this technology is the most powerful enabling technology for a sustainable future so if we don't look at those intersections of where we can use big data and this in this sort of cross-section with consumer privacy and government opportunity then we won't be able to extract the value here so I think this conference presents an incredible opportunity to start to look at those new public private partnerships how technology plays in that sphere and how to kind of create solutions that actually support this more meaningful future so thank you so very much and I look forward to speaking with you all later thank you thank you Natasha I would like to stress two points so what Natasha showed you as an RFID tag in form of the threat is quite a technological achievement so in it and you will see more this that will accelerate there was the the deployment of notably the 5g telecommunication standard that will allow and we master the problem of the energy on the IOT side so that will develop but also for this conference I think Natasha highlighted very important point is the traceability and and the transparency there will be no place to hide you will you will have it you will know from the beginning where where it is developed and then produce manufactured use reused and then recycled and that will provide an enormous amount of data that will not be able to be processed by the normal compliance mechanism that we have to and we will have to integrate these elements a lot of the IOT data by the way will be useless and to be very clear because they are just here but you can't do anything about it but a very important fraction of it will be extremely useless and will help perform not only the compliance part but also understanding how efficiency and effectiveness notably in the consumption can be can be improved because we will identify patterns that we cannot identify today but just observing what we see as human being so that was the point so thank you very much for your point Natasha