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Global Power Survey 2013-2014 - Market Trends, Marketing Spend and Sales Strategies in the Global Power Industry

ICD Research
Published Date » 2013-03-23
No. Of Pages » 155

Product Synopsis

“Global Power Survey 2013-2014: Market Trends, Marketing Spend and Sales Strategies in the Global Power Industry” is a new report by ICD Research that analyzes how power industry companies' media spend, marketing and sales strategies and practices, and business planning are set to change in 2013-2014. Additionally, this report presents comparative analysis between four years of survey results (wherever applicable). This report provides the current size of the marketing and advertising budgets of global power industry suppliers and how spending by global power industry suppliers will change, providing an insight into global marketing behavior. In addition, the report identifies future growth of global power industry buyers and suppliers and MandA activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.

Introduction and Landscape

Why was the report written?

This report is the result of an extensive survey drawn from ICD Research's exclusive panel of leading global power industry executives. The report provides data and analysis on global power industry suppliers' media spend, marketing and sales strategies, and practices and business planning within the global power industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within the global power industry. The report also identifies global power industry buyers' and suppliers' future growth, MandA, and investment expectations.

What is the current market landscape and what is changing?

Executives from the global power industry anticipate an increase in levels of consolidation, with 55% of respondents projecting an increase in merger and acquisition (MandA) activities in 2013.

What are the key drivers behind recent market changes?

The challenges faced by the power companies such as competition, the requirement of expansion of capacity and services offerings, and weak market conditions, have prompted companies to consolidate positions and look for MandA to stabilize operations.

What makes this report unique and essential to read?

This report is the result of an extensive survey drawn from ICD Research's exclusive panel of leading power industry companies. It provides the reader with a definitive analysis of the industry outlook and explores how opportunities and demand are set to change in 2013-2014; additionally, this report presents comparative analysis between four years of survey results (wherever applicable). Furthermore, the report reveals the current size of power industry suppliers' marketing and advertising budgets and how expenditure by industry suppliers will change, providing insight into global marketing behavior. This report identifies the key marketing aims of organizations and the sales strategies companies will adopt in order to adapt to market conditions in 2013. Additionally, it aims to identify key amendments to marketing agencies that aid business generation, respondents' criteria for marketing agency selection, and attitudes towards marketing and sales.

Key Features and Benefits

  • Project industry trends and revenue growth expectations in 2013, and understand business confidence to make informed business decisions.
  • Drive revenues by understanding future product investment areas and key growth regions.
  • Uncover the key challenges and opportunities, and identify the key actions required to maintain and win buyer business.
  • Formulate effective sales and marketing strategies by identifying how buyer budgets are changing and the direction of spending in the future. Better promote your business by aligning your capabilities and business practices with your customer's changing needs. 
  • Secure stronger customer relationships by understanding the behavior and changing strategies of industry buyers.

Key Market Issues

  • India, Brazil, the Middle East, and China are the most important emerging markets to offer growth in 2013.
  • 'Market uncertainty', 'rising competition', 'regulatory changes', and 'responding to pricing pressure' remain the leading business concerns for the global power industry in 2013.
  • The average size of the global annual marketing budget for supplier companies in the power industry in 2012 was US$3.4 million, but this rose to US$3.7 million in 2013.
  • 'Online content sites' was highlighted as a key investment area by 35% of supplier respondents, while 32% of respondents projected a strong investment growth in 'social media and networking sites' and 'conferences and events'.
  • Overall, 'competitor and market intelligence research', 'customer intelligence and analytics', and 'client acquisition solutions' were identified as the marketing and sales solutions that most respondents expected to be invested in during 2013.

Key Highlights

  • An analysis of revenue growth expectations by senior level respondents reveals that 50% are 'more optimistic' about their company's revenue growth in 2013.
  • A significant percentage of fossil fuel power generator respondents highlighted that capital expenditure towards 'sustainable or green initiatives', 'employee training', and 'facility expansion' would increase in 2013.
  • The top three priorities for global power industry buyer respondents in 2013 are 'improving operational efficiency', 'expand in current market', and 'focus on sustainability'.
  • A total of 31% of respondents from fossil fuel generator companies, 68% of respondents from alternative power generator companies, and 51% of respondents from power industry supplier companies anticipate an increase of their current workforce in 2013.
  • Survey results show that respondents from the global power industry identified Singapore, Taiwan, Hong Kong, the US, and Australia to offer the highest growth potential among developed countries in 2013-2014.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.3 Methodology
1.4 Global Power Industry: Profile of Survey Respondents
1.4.1 Global power industry: profile of buyer respondents
1.4.2 Global power industry: profile of supplier respondents

2 Executive Summary

3 Global Power Industry Dynamics
3.1 Revenue Growth Projections in the Global Power Industry
3.1.1 Revenue growth projections by company type
3.1.2 Revenue growth projections by region
3.1.3 Revenue growth projections by company turnover
3.1.4 Revenue growth projections by senior level respondents
3.2 Future Developments in Business Structure in the Global Power Industry
3.2.1 Future developments in business structure by buyers
3.2.2 Future developments in business structure by suppliers
3.2.3 Future developments in business structure by region
3.2.4 Future developments in business structure by company turnover
3.2.5 Future developments in business structure by senior level respondents
3.3 Change in Company Strategies in the Global Power Industry
3.3.1 Change in leading company strategies by buyers
3.3.2 Change in leading company strategies by suppliers
3.3.3 Change in leading company strategies by region
3.3.4 Change in leading company strategies by turnover
3.4 Merger and Acquisition Activity Projections in the Global Power Industry
3.4.1 MandA activity projections by buyers
3.4.2 MandA activity projections by suppliers
3.4.3 MandA activity projections by region
3.4.4 MandA activity projections by company turnover
3.4.5 MandA activity projections by purchasing decision authority
3.5 Estimation of Capital Expenditure in the Global Power Industry
3.5.1 Estimation of capital expenditure by buyers
3.5.2 Estimation of capital expenditure by suppliers
3.5.3 Estimation of capital expenditure by region
3.5.4 Estimation of capital expenditure by company turnover
3.6 Planned Change in Staff Recruitment Activity in the Global Power Industry
3.6.1 Planned change in staff recruitment activity by buyers
3.6.2 Planned change in staff recruitment activity by suppliers
3.6.3 Planned change in staff recruitment activity by region
3.6.4 Planned change in staff recruitment activity by company turnover

4 Global Power Industry Market Growth Outlook
4.1 Global Power Industry: Demand in Emerging Markets
4.1.1 Demand in emerging markets by buyers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region
4.1.4 Demand in emerging markets by company turnover
4.2 Global Power Industry - Growth Projections in Developed Countries
4.2.1 Growth projections in developed countries by buyers
4.2.2 Growth projections in developed countries by suppliers
4.2.3 Growth projections in developed countries by region
4.2.4 Growth projections in developed countries by company turnover

5 Threats and Opportunities for the Global Power Industry
5.1 Global Power Industry - Leading Business Concerns for 2013-2014
5.1.1 Leading business concerns for 2013-2014 by company type
5.1.2 Leading business concerns for 2013-2014 by region
5.1.3 Leading business concerns for 2013-2014 by company turnover
5.2 Global Power Industry: Key Supplier Actions to Maintain and Win Buyer Business
5.2.1 Actions to maintain and secure buyer business by buyers
5.2.2 Actions to maintain and secure buyer business by region
5.2.3 Actions to maintain and secure buyer business by company turnover
5.2.4 Actions to maintain and secure buyer business by purchasing decision authority

6 Global Power Industry - Supplier Marketing Spend Activity
6.1 Annual Marketing Budgets - Global Power Industry Suppliers
6.1.1 Annual marketing budgets by region - global power industry suppliers
6.1.2 Annual marketing budgets by company turnover - global power industry suppliers
6.2 Planned Change in Marketing Expenditure Levels - Global Power Industry Suppliers
6.2.1 Planned change in marketing expenditure by region - global power industry suppliers
6.2.2 Planned change in marketing expenditure by turnover - global power industry suppliers
6.2.3 Planned change in marketing expenditure by decision making authority - global power industry suppliers
6.2.4 Planned change in marketing expenditure levels vs. revenue growth expectations (%), 2013
6.3 Future Investment by Media Channel - Global Power Industry Suppliers
6.3.1 Future investment by media channel by region - global power industry suppliers
6.3.2 Future investment by media channel by company turnover - global power industry suppliers
6.4 Global Power Industry Suppliers' Future Investment in Marketing and Sales
6.4.1 Planned investment in marketing and sales technologies by region - global power industry suppliers
6.4.2 Planned investment in marketing and sales by turnover - global power industry suppliers

7 Marketing and Sales Behaviors and Strategies in 2013-2014
7.1 Key Marketing Aims for 2013-2014 - Global Power Industry Suppliers
7.1.1 Key marketing aims by region - global power industry suppliers
7.1.2 Key marketing aims by company turnover - global power industry suppliers
7.2 Essential Amendments to Marketing Activities in 2013-2014
7.2.1 Amendments to marketing activities by region - global power industry suppliers
7.2.2 Amendments to marketing activities by company turnover - global power industry suppliers
7.3 Critical Success Factors for Choosing a Marketing Agency
7.3.1 Critical success factors for choosing a marketing agency by region
7.3.2 Critical success factors by company turnover - global power industry suppliers

8 Appendix
8.1 Global Power Industry Survey Results- Closed Questions
8.2 Methodology
8.3 Contact us
8.4 About ICD Research
8.5 Disclaimer

List of Tables


Table 1: Global Power Industry Survey Respondents by Company Type, 2013 
Table 2: Global Power Industry Buyer Respondents by Job Role (%), 2013 
Table 3: Global Power Industry Buyer Respondents by Region (%), 2013 
Table 4: Global Power Industry Buyer Respondents by Global Company Turnover (%), 2013
Table 5: Global Power Industry Supplier Respondents by Job Role (%), 2013
Table 6: Global Power Industry Supplier Respondents by Region (%), 2013 
Table 7: Global Power Industry Supplier Respondents by Global Company Turnover (%), 2013
Table 8: Revenue Growth Optimism in the Global Power Industry (%), 2009-2013 
Table 9: Revenue Growth Optimism in the Global Power Industry by Buyers (%), 2009-2013 
Table 10: Revenue Growth Optimism in the Global Power Industry by Suppliers (%), 2009-2013 
Table 11: Revenue Growth Optimism in the Global Power Industry by Region (%), 2013 
Table 12: Revenue Growth Optimism in the Global Power Industry by Turnover (%), 2013
Table 13: Revenue Growth Optimism by Senior Level Respondents - Global Power Industry (%), 2013
Table 14: Key Expected Changes in Business Structure by Buyers - Global Power Industry (%), 2013
Table 15: Key Expected Changes in Business Structure by Suppliers - Global Power Industry (%), 2013 
Table 16: Global Power Industry - Key Expected Changes in Business Structure by Region (%), 2013 
Table 17: Global Power Industry - Key Expected Changes in Business Structure by Turnover (%), 2013 
Table 18: Change in Leading Company Strategies by Buyers - Global Power Industry (%), 2013 
Table 19: Change in Leading Company Strategies by Suppliers - Global Power Industry (%), 2013 
Table 20: Change in Leading Company Strategies by Turnover - Global Power Industry (%), 2013 
Table 21: MandA Activity Projections - Global Fossil Fuels Generator Industry (%), 2009-2013 
Table 22: MandA Activity Projections - Global Alternative Power Generator Industry (%), 2009-2013 
Table 23: MandA Activity Projections - Global Power Industry Suppliers (%), 2009-2013 
Table 24: Global Power Industry MandA Activity Projections by Region (%), 2013 
Table 25: Global Power Industry MandA Activity Projections by Turnover (%), 2013
Table 26: Global Power Industry MandA Activity Projections by Purchasing Decision Authority (%), 2013
Table 27: Global Power Industry - Increase in Capital Expenditure by Fossil Fuel Generators (%), 2013 
Table 28: Global Power Industry - Increase in Capital Expenditure by Alternative Generators (%), 2013 
Table 29: Global Power Industry Suppliers - Increase in Capital Expenditure (%) , 2013 
Table 30: Global Power Industry - Planned Change in Staff Recruitment Activity by Buyers (%), 2013 
Table 31: Global Power Industry - Planned Change in Staff Recruitment by Power Industry Suppliers (%), 2013 
Table 32: Global Power Industry - Planned Change in Staff Hiring Activities by Region (%), 2013 
Table 33: Global Power Industry - Planned Change in Staff Hiring Activities by Turnover (%), 2013
Table 34: Global Fossil Fuel Power Generators - Demand in Emerging Markets  (%), 2013 
Table 35: Global Alternative Power Generators - Demand in Emerging Markets  (%), 2013 
Table 36: Global Power Industry Suppliers - Demand in Emerging Markets (%), 2013 
Table 37: Global Power Industry - Demand in Emerging Markets by Region (%), 2013 
Table 38: Global Power Industry - Demand in Emerging Markets by Turnover (%), 2013 
Table 39: Global Fossil Fuel Generators - Growth Projections in Developed Countries (%), 2013 
Table 40: Global Alternative Generators - Growth Projections in Developed Countries (%), 2013 
Table 41: Global Power Industry Suppliers - Growth Projections in Developed Countries (%), 2013 
Table 42: Global Power Industry - Increase in Growth Projections of Developed Countries by Region (%), 2013 
Table 43: Global Power Industry - Increase in Growth Projections of Developed Countries by Turnover (%), 2013
Table 44: Global Power Industry - Leading Business Concerns (%), 2009-2013 
Table 45: Global Power Industry - Leading Business Concerns by Company Type (%), 2013-2014 
Table 46: Global Power Industry -  Leading Business Concerns by Region (%), 2013-2014 
Table 47: Global Power Industry - Leading Business Concerns by Turnover (%), 2013-2014 
Table 48: Global Power Industry - Securing Buyer Business: Buyer vs. Supplier Responses (%), 2013 
Table 49: Actions to Secure Buyer Business, Global Power Industry Buyer Responses (%), 2013 
Table 50: Global Power Industry - Securing Buyer Business by Region (%), 2013 
Table 51: Global Power Industry - Securing Buyer Business by Turnover (%), 2013
Table 52: Annual Marketing Budgets - Global Power Industry Suppliers (%), 2009-2013 
Table 53: Annual Marketing Budgets by Region - Global Power Industry Suppliers (%), 2013 
Table 54: Annual Marketing Budgets by Turnover - Global Power Industry Suppliers (%), 2013 
Table 55: Planned Change in Marketing Expenditure - Global Power Industry Suppliers (%), 2009-2013 
Table 56: Planned Change in Marketing Expenditure Levels by Region (%), 2013 
Table 57: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2013
Table 58: Planned Change in Marketing Expenditure Levels by Decision Making Authority (%), 2013
Table 59: Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2013 
Table 60: Future Investment by Media Channels - Global Power Industry Suppliers (%), 2013 
Table 61: Planned Investment in Marketing and Sales Technologies - Global Power Industry Suppliers (%), 2013 
Table 62: Key Marketing Aims - Global Power Industry Suppliers (%), 2013 
Table 63: Amendments to Marketing Activities - Global Power Industry Suppliers (%), 2013-2014 
Table 64: Amendments to Marketing Activities by Region - Global Power Industry Suppliers (%), 2013-2014 
Table 65: Amendments to Marketing Activities by Company Turnover - Global Power Industry Suppliers (%), 2013-2014 
Table 66: Critical Success Factors - Global Power Industry Suppliers (%), 2009-2013 
Table 67: Global Power Industry Survey Results - Closed Questions

List of Figures


Figure 1: Revenue Growth Optimism in the Global Power Industry (%), 2009-2013 
Figure 2: Revenue Growth Optimism in the Global Power Industry by Company Type (%), 2009-2013 
Figure 3: Revenue Growth Optimism in the Global Power Industry by Region (%), 2013 
Figure 4: Revenue Growth Optimism in the Global Power Industry by Turnover (%), 2013
Figure 5: Key Expected Changes in Business Structure by Buyers - Global Power Industry (%), 2013
Figure 6: Key Expected Changes in Business Structure by Suppliers - Global Power Industry (%), 2013 
Figure 7: Key Expected Changes In Business Structure by Senior Level Respondents - Global Power Industry (%), 2013
Figure 8: Change in Leading Company Strategies by Buyers - Global Power Industry (%), 2013 
Figure 9: Change in Leading Company Strategies by Suppliers - Global Power Industry (%), 2013 
Figure 10: Change in Leading Company Strategies by Region - Global Power Industry (%), 2013 
Figure 11: MandA Activity Projections - Global Power Industry (%), 2013
Figure 12: MandA Activity Projections - Global Fossil Fuels Generator Industry (%), 2009-2013 
Figure 13: MandA Activity Projections - Global Alternative Power Generator Industry (%), 2009-2013 
Figure 14: MandA Activity Projections - Global Power Industry Suppliers (%), 2009-2013 
Figure 15: Global Power Industry MandA Activity Projections by Region (%), 2013 
Figure 16: Global Power Industry MandA Activity Projections by Turnover (%), 2013
Figure 17: Global Power Industry MandA Activity Projections by Purchasing Decision Authority (%), 2013
Figure 18: Global Power Industry - Increase in Capital Expenditure by Fossil Fuel Generators (%), 2013 
Figure 19: Global Power Industry - Increase in Capital Expenditure by Alternative Generators (%), 2013 
Figure 20: Global Power Industry Suppliers - Increase in Capital Expenditure (%), 2013 
Figure 21: Global Power Industry - Increase in Capital Expenditure by Region (%), 2013 
Figure 22: Global Power Industry - Increase in Capital Expenditure by Turnover (%), 2013
Figure 23: Global Power Industry - Planned Change in Staff Recruitment Activity by Buyers (%), 2013 
Figure 24: Global Power Industry - Planned Change in Staff Recruitment by Power Industry Suppliers (%), 2013 
Figure 25: Global Power Industry - Planned Change in Staff Hiring Activities by Region (%), 2013 
Figure 26: Global Power Industry - Planned Change in Staff Hiring Activities by Turnover (%), 2013
Figure 27: Global Power Industry - Top Ten Growth Regions (%), 2013 
Figure 28: Global Power Industry - Top Five Emerging Markets, 2013 
Figure 29: Global Fossil Fuel Power Generators - Demand in Emerging Markets  (%), 2013 
Figure 30: Global Alternative Power Generators - Demand in Emerging Markets  (%), 2013 
Figure 31: Global Power Industry Suppliers - Demand in Emerging Markets (%), 2013 
Figure 32: Global Power Industry - Demand in Emerging Markets by Region (%), 2013 
Figure 33: Global Power Industry - Top Five Developed Regions by Growth (%), 2013 
Figure 34: Global Fossil Fuel Generators - Growth Projections in Developed Countries (%), 2013 
Figure 35: Global Alternative Generators - Growth Projections in Developed Countries (%), 2013 
Figure 36: Global Power Industry Suppliers - Growth Projections in Developed Countries (%), 2013 
Figure 37: Global Power Industry - Increase in Growth Projections of Developed Countries by Region (%), 2013 
Figure 38: Global Power Industry - Top Five Leading Business Concerns, 2013-2014 
Figure 39: Global Power Industry - Leading Business Concerns (%), 2013-2014 
Figure 40: Global Power Industry - Securing Buyer Business: Buyer vs. Supplier Responses (%), 2013 
Figure 41: Actions to Secure Buyer Business, Global Power Industry Buyer Responses (%), 2013 
Figure 42: Global Power Industry - Securing Buyer Business by Turnover (%), 2013
Figure 43: Global Power Industry - Securing Buyer Business by Purchasing Decision Authority (%), 2013
Figure 44: Annual Marketing Budgets - Global Power Industry Suppliers (%), 2009-2013 
Figure 45: Annual Marketing Budgets by Region - Global Power Industry Suppliers (%), 2013 
Figure 46: Annual Marketing Budgets by Turnover - Global Power Industry Suppliers (%), 2013 
Figure 47: Planned Change in Marketing Expenditure - Global Power Industry Suppliers (%), 2009-2013 
Figure 48: Planned Change in Marketing Expenditure Levels by Region (%), 2013 
Figure 49: Planned Change in Marketing Expenditure Levels by Decision Making Authority (%), 2013
Figure 50: Future Investment by Media Channels - Global Power Industry Suppliers (%), 2013 
Figure 51: Global Power Industry Suppliers - Investment in Media Channels by Region (%), 2013 
Figure 52: Global Power Industry Suppliers - Investment in Media Channels by Turnover (%), 2013
Figure 53: Planned Investment in Marketing and Sales Technologies - Global Power Industry Suppliers (%), 2013 
Figure 54: Planned Investment in Marketing and  Sales Technologies by Region - Global Power Industry Suppliers (%), 2013 
Figure 55: Planned Investment in Marketing and Sales Technologies by Company Turnover - Global Power Industry Suppliers (%), 2013 
Figure 56: Key Marketing Aims - Global Power Industry Suppliers (%), 2013 
Figure 57: Key Marketing Aims by Region - Global Power Industry Suppliers (%), 2013 
Figure 58: Key Marketing Aims by Turnover - Global Power Industry Suppliers (%), 2013 
Figure 59: Amendments to Marketing Activities - Global Power Industry Suppliers (%) ,2013-2014 
Figure 60: Amendments to Marketing Activities by Region - Global Power Industry Suppliers (%), 2013-2014 
Figure 61: Amendments to Marketing Activities by Company Turnover - Global Power Industry Suppliers (%) , 2013-2014 
Figure 62: Critical Success Factors - Global Power Industry Suppliers (%), 2013 
Figure 63: Critical Success Factors by Region - Global Power Industry Suppliers (%), 2013 
Figure 64: Critical Success Factors by Turnover - Global Power Industry Suppliers (%), 2013

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