ScrollMotion

ScrollMotion is the leading application provider for branded content in the Apple App Store. Our digital platforms are being used by the some of largest names in traditional media to successfully transition all manner of printed content to smart phones and tablets. Our partners include Random House, Hachette, Houghton Mifflin Harcourt, Perseus, Wiley, Sesame Workshop, Disney, National Geographic, Hit Entertainment and Hearst Publications. We specialize in mobile platforms that enable many kinds of enhanced reading experiences including, magazines, graphic novels, children's book, textbooks and learning materials. In addition, ScrollMotion provides enterprise solutions for the nation's leading corporations—including GE and State Farm Insurance—helping them increase productivity while connecting to clients and employees in exciting and innovative new ways.

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Our CEO and Founder Josh Koppel spoke at SXSW 2011 in Austin, Texas this past week. See what he had to say. We have the transcript below.

Click the link to see the slideshow:

Interactive Narratives: Creating the future of storytelling (SXSW 2011)

Interactive Narratives: Creating the future of storytelling (SXSW 2011) - Presentation Transcript

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Interactive Narratives: Creating the Future Of Storytelling SXSW Interactive | March 14, 2011

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHashtag:#pppPage 2 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGContents Introduction: Defining and Creating an Interactive Narrative…………..4 Andrew Lewellen – Content Strategist, Razorfish “The Three Little Pigs”: Authoring an iPad App…………………………10 Josh Koppel – Founder, ScrollMotion The Role of Social Media in Interactive Storytelling……………………28 Esther Lim - Founder, The Estuary, LLC Participation: Why, What & How…….……………………………………38 Robert Pratten – CEO, Transmedia Storyteller.com Summary…….………………………………………………………………56

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGIntroduction:Defining and Creating an Interactive Narrative Andrew Lewellen Content Strategist, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative? Page 5 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative• Has an authored core story • This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches. Page 6 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative• Has an authored core story • This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.• Has a social narrative • The lives of the characters expand into a shared social space where the audience can learn more about them and become more engaged with the story. Page 7 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative• Has an authored core story • This could be a mobile app, a print book, a web site. Or nothing more than a sheet of paper with a Central Dramatic Question, story arc, plot, and character sketches.• Has a social narrative • The lives of the characters expand into a shared social space where the audience can learn more about them and become more engaged with the story.• Integrates and encourages audience participation • The plot moves outside of the core story and utilizes a social dialogue to engage readers with the story and its outcome. Page 8 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?A dynamic story that allows for personalizedengagement and narrows the gap between writerand reader. Page 9 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING“The Three Little Pigs”Authoring an iPad App Josh Koppel Founder, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe OriginalExperience Page 11 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 12 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 13 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 14 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 15 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 16 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 17 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 18 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGRevising the Story Assets• Digital book building turns pages into pixels Page 19 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Step 1: Asset AssessmentImage Characteristics• 18 Jpegs• 450 x 420• Vertical Orientation• Public Domain Content Page 20 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 1: Asset AssessmentText Characteristics Audio Characteristics• 18 Pages • 18 Individual Files (Page by Page)• One paragraph per page • MP3 Files Page 21 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 22 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 23 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 24 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 25 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 26 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 3:Extra Features Encourage PersonalizedEngagement• Play Modules• Record Your Own Audio Page 27 Developed by: Josh Koppel, ScrollMotion

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Role of Social Mediain Interactive Storytelling Esther Lim Founder, The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Role of Social Media in Interactive Storytelling Esther Lim Founder, The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSocial Media as a narrative/engagement platformSummarySocial Media is a content layering tool to provide extra content to fansWhen used as an alternate narrative platform, Social Media can:• Enrich the primary story through greater character/scenario details• Extend the primary story through exploration of additional standalone yet related story universes• Engage audiences by bringing the fictional world into the real world through social interaction, shared experiences and co-authorship Page 30 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHow do you use social media as a narrative platform?Activate audience participation• Use micro blogs like Twitter or Tumblr to capture real time events unfolding and tweet call to actions• Use social mobile media to drive readers to specific locations for more content discovery Page 31 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGBenefits of using social media in your narrativeAudience Connection and Engagement• Emotional Connection: Audiences can form “friendships” with the character• Community Building: Friendships and community forms around shared experiences• Engagement/Co-Authorship: Opportunity for readers to share ideas about the story that can later be integrated into future story development Page 32 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGBenefits of using social media in your narrativeMarketing and Promotion• Story Awareness and Discovery: Bring your story to where people play online• Content syndication/sharing: Good stories create social cache and are shared across friend/fan networks• Improves search engine discoverability: More mentions, hyperlinks, tags and discussions drives better search engine visibility• Audience acquisition: Multiple storytelling platforms create more entry points for entering and engaging with the story and its community of readers Page 33 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGGetting started with social media narrativeHow do I know if social media is right for my story?1. Understand your audience and how they consume content2. Design the level of reader participation you want to build3. Identify the best social media platforms for your story/character4. Build natural entry points (“rabbit holes”) in the story that lead to alternate supporting narratives5. Leverage platform features to augment story experience6. Write the experience for all three tiers of content consumers: • Passive Consumer • Occasional Participant/Lurker • Die Hard Fan7. Allow enough ramp up time (4-6 weeks) for character integration into a community. Relationships are not built overnight. Page 34 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Esther Lim Founder, The Estuary, LLC [email protected] www.theestuarysf.com @geekgrl or @theestuarysf Page 35 Developed by: The Estuary, LLC

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGParticipation: Why, What & How Robert Pratten CEO, Transmedia Storyteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary• Leave a door open• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasmPage 37 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhy bother with participation?• The business case – lower costs • marketing is integrated into the product (as it should be) – increased sales • social recommendation & spread • empowerment of advocates – engagement is measurable• The creative case – audience interaction is thrilling and addictivePage 38 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHow do I do it?• Objective: – Make it easy – Make it worthwhile, meaningful, fun• Steps – Sketch the experience you want to create (consider artistic and commercial scenarios) – Layer your story for different levels of enthusiasm such that it works for the lazy and rewards the fanPage 39 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGMake it easyPage 40 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGIncentivize participationPage 41 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayering your storyPage 42 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGAdditional content for fansPage 43 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGContent for attractionPage 44 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayers united by storyPage 45 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGExamples• Lowlifes.tv – solo participation – QR codes offer additional subplot – email-based (alternative reality) game• Horror Unlimited short story – play with friends – two-player twitter game• 3 Interactive Pigs – play in teams – multiplayer interactive storytellingPage 46 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING3 Interactive Pigs• Strong authorship (story is on rails) but…• Audience decides outcome at plot points – House of Straw, House of Sticks, House of Bricks• Pigs vs Wolf – you decide!• Do the pigs live or die?• Why bother? – Fun to create and fun to play – Facilitate social play which • strengthens relationships • raise awareness of other (paid) media – Reward fansPage 47 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING3 Interactive Pigs in LayersPage 48 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGCall To ActionPage 49 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayered EngagementPage 50 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Poking friendsMatchword used to trigger Conducttr - tells@BigBadWolf_2011 to send a tweet to these friends Page 51 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary• Leave a door open• Good stories work with or without interactivity• Build on what you know• Structure for enthusiasm• Lower costs• Increased salesPage 52 Developed by: Robert Pratten, TransmediaStoryteller.com

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Start writing for audience engagement: www.tstoryteller.com Robert Pratten CEO TransmediaStoryteller.com @zenfilms or @tstoryteller

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummaryAn Interactive Narrative• Has an authored core story.• Has a social narrative.• Integrates and encourages audience participation.• Is a dynamic story that allows for personalized engagement and narrows the gap between writer and reader. Page 55 Developed by: Andrew Lewellen, Razorfish

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGQuestions?Page 56

INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThank You!

Josh Koppel Founder Scrollmotion Inc Josh Koppel is founder and Chief Creative Officer of ScrollMotion, a media and technology company that develops digital platforms for the world’s leading text book, children’s book and magazine publishers. Responsible for the creative direction of the company, Koppel has driven ScrollMotion’s technology development with the singular mission of preserving the art and culture of print in the digital publishing business. Drawing on a multimedia background that has included extensive broadcast, film, digital and print media production, Koppel brings a clear editorial vision to ScrollMotion’s leadership and product development teams. Prior to ScrollMotion, Koppel was founder and executive producer at Josh Koppel Productions, a full service branding and production firm specializing in creating broadband video for media companies. He has produced work for AMC, Adult Swim, Comedy Central and MTV, among others. Prior to Josh Koppel Productions, Koppel was co-founder of Tunebooks, a digital music packaging company which was adopted by Apple in the iTunes music store as the industry standard for digital music collateral (liner notes, album art, posters, etc.). His work developing scrolling album artwork for the first generation iPod ultimately paved the way for the technology behind ScrollMotion’s reader applications. Before starting Tunebooks, Koppel was an on-air promo producer for Oxygen Media. His career began at Sony Online Entertainment, where he was an online producer. Koppel is also the author of the genre-bending Good Grief, a graphic novel/memoir for the digital age published in 2000 by Harper Perennial. Koppel received a bachelor of arts in English and fine arts from Amherst College.

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Esquire and ScrollMotion won the ASME National Magazine Award for best mobile magazine app

Esquire Magazine iPad app powered by ScrollMotion won the ASME National Magazine award for the best magazine created for mobile devices.

MOBILE EDITION Honors the best magazines created for mobile devices, including tablets

WINNER: Esquire David Granger, Editor-in-Chief Peter Griffin, Deputy Editor Julian Sancton, Associate Editor

FINALISTS: The New Yorker David Remnick, Editor Pamela Maffei McCarthy, Deputy Editor Blake Eskin, Editor, newyorker.com Popular Mechanics James B. Meigs, Editor-in-Chief Jerry Beilinson, Deputy Editor Slate David Plotz, Editor Sports Illustrated Terry McDonell, Editor, Time Inc. Sports Group

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The Sesame Street Bert & Ernie's Great Adventures ebooks powered by ScrollMotion are now available on Google Chrome. Check them out. Great books for your kids at $1.99.

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Free app from ScrollMotion - download it now ! Free app Super Bowl XLV Official NFL Game Program - http://itun.es/iFp9pT #NFL developed by @ScrollMotion

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ScrollMotion is Shaping the Future of Print

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Free app Super Bowl XLV Official NFL Game Program

Free app from ScrollMotion - download it now ! Free app Super Bowl XLV Official NFL Game Program - http://itun.es/iFp9pT #NFL developed by @ScrollMotion

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ScrollMotion iPad and iPod apps Giveaway

ScrollMotion Oprah App & Woogie Giveaway

Shopping and Info has a  ScrollMotion Holiday 2010 Giveaway contest starting today just in time for Oprah's Favorite Things Show.  ScrollMotion is the creator of the Iceberg Reader, Iceberg Kids Reader, and has developed apps for the Iceberg Reader for Oprah's O Magazine, Esquire Magazine, People Magazine, Houghton Mifflin Harcourt, Random House, Simon and Schuster, Wiley, The Tribune Company, Conde Nast, Time Inc., Lifetime Television, The Jim Henson Company, and many others. They have been written up in PC World, The Wall Street Journal, The New York Times, Mashable, and many other publications.    We are giving away two (2) Griffin Techonology Woogies and ten (10) Apps developed by Scrollmotion which include Oprah's O Magazine App, and Apps from the Curious George books, Mr. Men books, Veggie Tales books, Kindermusik titles, Maisy Mouse books, Sesame Street books, and Todd Parr titles  to (1) lucky winner. Retail value $150. (earphones, Iphone & Ipod is not included in this giveaway).One winner will be picked from Scrollmotion's list of Twitter followers and Facebook fans when they hit 1,500 Twitter followers and 1,000 Facebook fans.   To Enter: You must do the following 3 things:  1.) Visit the ScrollMotion website and make a comment here or on our ScrollMotion Facebook Wall telling us which app you think your kids will like the most for the holidays to use with their new Woogie soft Ipod or Iphone plush toy holder. 2.) Follow ScrollMotion on Twitter.  3.) Like ScrollMotion on Facebook.  Extra Credit:     If you retweet our contest on Twitter, you will get one extra chance. See the Woogie by Griffin Technology in action here. Your boys and girls will love it !   One winner will be chosen randomly by ScrollMotion once ScrollMotion has 1,000 Facebook fans and 1,500 Twitter followers. Contest will begin today, November 19, 2010 at 9:30AM PST and end when ScrollMotion hits 1,500 Twitter and 1,000 Facebook fans. 1 (One) Winner will be chosen randomly by ScrollMotion from the Facebook and Twitter lists 24 hours after ScrollMotion hits 1,500 Twitter followers and 1,000 Facebook fans.  The winning prize package will be sent out from the ScrollMotion Marketing offices. The prize will be sent directly to the winner's home address. Prize package is not redeemable for cash. $150.00 cash value of 1 (one) ScrollMotion Holiday  2010 Giveaway prize pack is an approximate retail value. Winner must respond within 48 hours of email contact from ScrollMotion  or prize will be given to another randomly selected contestant. ScrollMotion  has the right to substitute prize colors, prize value, actual prize, prize brand, sizes, and or configuration based on availability at the end of the contest. Winner will only be chosen from contestants who have done all 3 required tasks in the contest rules in this post. Prior to receiving the prize, winner must submit a testimonial and a liability release form signed and sent back to the ScrollMotion offices. This contest is restricted to US Residents.

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O Magazine iPad app by ScrollMotion. Demo by Josh Koppel.

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Josh Koppel of ScrollMotion speaks at TEDxNASA.

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Josh Koppel of ScrollMotion gives a demo of the Esquire Magazine app for the iPad.

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John Lema of ScrollMotion speaks to Mediabistro

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Join us at the ScrollMotion Daily to find out all the news about mobile apps and the future of publishing.

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The future of mobile apps in the publishing space is about convenience, education, and innovations in digital publishing. What do you think of the mobile apps that are out there for kids and adults ?

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Kid Friendly Mobile Apps by Scrollmotion

Here at ScrollMotion, we believe technology should be intuitive, fun, and easy to use. With this in mind, we’re able to create cutting-edge mobile apps for even the youngest of mobile app users.

Our mobile apps for kids are not only fun for your child, but also educational. For example, with our Iceberg Kids Reader app, you and your child can choose from ebook titles like, Sesame Street, Curious George, Maisy Mouse, Mr. Men, Veggie Tales, and more! Using the Iceberg Reader app, your child can learn to read in a revolutionary new way. Simply visit the iTunes App Store, purchase and download the Iceberg Kids Reader app on either you iPhone, iPod Touch, or iPad, and within minutes you’ll have access to our ever-expanding library of downloadable children’s ebooks.

Our Iceberg Kids Reader app not only offers a great selection of titles, it also allows your child to interact with books in a way that’s never before been possible. For instance, using our Curious George Dictionary app, your child interacts with pictures and words in a fun, entertaining and educational way while navigating through nearly 600 words with the assistance of the world’s most curious monkey.

Additionally, your child can choose to be read to by the app’s narration, or you can personalize each ebook by recording your own voice to read aloud to your child. Then, when your child can read on their own, they can simply turn the narration off or record their own voice to show off their new skill to family members and friends!

Beyond ebooks, we also created fun interactive apps your kids will love like our National Geographic Dinopedia app, which profiles over 700 different kinds of dinosaurs to educate users of all ages about these fascinating prehistoric animals.

And our mobile apps starring Thomas & Friends allow your child to play with their favorite Thomas & Friends characters through visually stunning games, videos, ebooks and interactive activities. Parents will love that our Thomas & Friends apps are entertaining for kids and educational too, with fun mazes, puzzles and matching tasks that keep kids engaged and constantly learning!

Kids will also have a blast using our Sesame Street Bert and Ernie’s Great Adventures Series for the iPad, featuring interactive ebooks that include a digital coloring book filled with your child’s favorite Sesame Street characters.

So whether your child is a little engineer and loves Thomas & Friends, or wants to live on Sesame Street, or maybe they’re crazy for Maisy or dinosaurs—we want you to know that we’ve created mobile apps with them in mind. Learn more about our apps at www.scrollmotion.com, or download them now from the Apple iTunes App Store.

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Dinopedia won Children's Technology Review's Editor's Choice Award

Dinopedia won Children's Technology Review's Editor's Choice award http://ow.ly/3C31t @NatGeoScoop @NGKids

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ScrollMotion is the leading application provider for branded content in the Apple App Store. Our digital platforms are being used by the some of largest names in traditional media to successfully transition all manner of printed content to smart phones and tablets. Our partners include Random House, Hachette, Houghton Mifflin Harcourt, Perseus, Wiley, Sesame Workshop, Disney, National Geographic, Hit Entertainment and Hearst Publications. We specialize in mobile platforms that enable many kinds of enhanced reading experiences including, magazines, graphic novels, children's book, textbooks and learning materials. In addition, ScrollMotion provides enterprise solutions for the nation's leading corporations—including GE and State Farm Insurance—helping them increase productivity while connecting to clients and employees in exciting and innovative new ways.