■

The march of the mobiles

Unit 5 PAGE 44

Relative clauses

Technology
PAGE 46

www.Longman-elt.com www.economist.com Dilemma: Turning ideas into reality

PAGE 48

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Keynotes
The rapid pace of technological
development is affecting every aspect of
our personal and professional lives.
Consumer electronics products are
making our lives more comfortable and
entertaining. New and more innovative
models are coming onto this almost
saturated market all the time. The
facility of browsing and uploading onto
or downloading from the internet has
changed forever the way we work and
view the world. Nanotechnology is a new
growth market, which promises to bring
smaller, lighter, more portable
technological devices. But nowhere has
technology more deeply changed our
lifestyle than in the field of mobile
telecommunications.
 Preview Unique selling features
Read the descriptions o f s o m e of the latest hi-tech products.
Which ones w o u l d you like to o w n or use, and why?

• installing machines at Microsoft labs in ru-

eMusic-live is >nsta Itng _ didas is designing a new shoe С
concerts that d.spen^c,g^ A c..containing a battery-powered ***** a « ■ , рГ Z а
microprocessor and electric motor to People can use to write o n , ,,
•ecordmgsot pei uter. help the shoe respond to changing - we,, a s « t e ^ n ^ S T
re ptoad onto a compute^
easy to u weather conditions. U ^ s can also upload p ^

DaimlerChrysler has designed a vibrating accelerator pedal

that alerts motorists to slow down when it is economically
,0 Ca|,,,,re
**>« on the S wise. The system tells the driver when an intersection is
approaching to avoid sudden stops that waste fuel.

Look at the different m o b i l e phones b e l o w a n d o n the opposite

page. Which o n e d o you like most, and why?

4 Gaming console
Clamshell

~++~

Clip-on

Describing features and functions

Listen and match the descriptions you hear with the phones above.

Listen again and complete the information.

a
Manufacturer:

Manufacturer. heatures:
It has a protective device for the
Feature: it is and has room
U has Iwo __ for both a
also be
not on\i a rnobiW pnone but can
and
a
or an
attache ^

Manufacturer:
Manufacturer:

features: Matures:

The phone is a When open, it nas a __

mobile phone ^ p a d . ^ modeless
feature. This suggests mobile phones could be
on a digital
designed to perform
in the future. camera.

42 ■ Unit 5
Speaking Work in pairs. Take turns to describe the Blackberry mobile phone.
If either or both of you own mobile phones, talk about how they
compare with the Blackberry.

Ml

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3
Messages

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^<&%^эЪФФффф

Reading Continuous improvement

Read the text on the following page. What are the different ways
in which mobile phone companies can boost revenues by
a) increasing sales and b) encouraging people to use their phones
more?

Read the text again and answer the questions.

1 What are the features of the new mobile phone for dogs?
What does the writer mean when he says the mobile phone industry is a
victim of its own success?
How are some countries allowing poor people to use mobile phones?
How can the potential market for mobile phones in Japan be at least
five times greater than the population?
5 Why is it good to make use of people's phones when they are asleep?

What reasons can you think of for installing phones on dogs, and
in cars, laptop computers, household appliances and industrial
machinery? Can you think of other useful places where phones
could be installed?
Are mobile phones a good thing for society in general?
Are there any disadvantages to having 24-hour phone
communication?

Unit 5 ■ 43
 Glossary

start-up new, recently formed

company
untapped market potentiaL market
which hasn't yet been exploited
saturated (market) where there
are more goods than people who
want to buy them

Continuous improvement mechanic before it goes wrong.

DoCoMo, Japan's leading mobile opera­
The march of the mobiles tor, estimates that the potential market
for mobile phones in Japan is at least
five times the number of people.
4
Another approach is to encourage
people to use their existing phones
more than they do at the moment.
Third-generation networks, which will
Is there no limit to the potential market for mobile communications? offer lots of extra capacity, will lead to
1 lower prices and, the industry hopes,
WHEN it comes to new designs for phones, and Africa is the fastest-grow­ more phone calls. Similarly, there is
mobile phones, the model that was ing. In the least developed parts of the much excitement about "fixed-mobile
announced last week by a start-up world, entrepreneurs such as convergence", a technology that allows
based in Arizona really goes to the Bangladesh's "telephone ladies" rent out people to use their mobile handsets to
limit. Shaped like a bone, it operates mobiles by the minute, putting phones make cheap calls at home over fixed-
only as a speakerphone, picks up auto­ into the hands of even the poorest. The line networks - again, it is hoped,
matically when called, is mounted on a much quoted statistic that two-thirds of boosting usage. Extending mobile cover­
red strap for wearing around the neck, the world's population has never made age, so that subscribers can make calls
and is labelled with a large paw - a phone call is no longer true. wherever they are, is another tactic.
3
because the PetsCell, as it is called, is a As a result, the industry is frantical­ Coverage is already available in under­
mobile phone for dogs. Pets Mobility, ly looking for new sources of growth, ground railway networks in many
the firm behind this astounding device, since it will not be able to rely on sub­ cities, and within two years it will be
boasts of "connecting every member of scriber growth for much longer. And in extended into what is many people's
your family - even your pet". the developed world, it cannot rely on last remaining phone-free environment:
2 subscriber growth even now. Hence the aeroplanes.
This is not quite as ridiculous as it
logic of selling phones for dogs.
sounds. Indeed, you can expect more 5
Another untapped market is phones for When everyone on earth is on the
examples of this kind of thing. The rea­
infants: Communic8, a British firm, has phone all day long - calling their dogs,
son is that the mobile-telecoms industry
launched the MyMo, a simple phone cars or washing machines, if not each
has become a victim of its own success.
aimed at four- to eight-year-olds, while other - will the market finally be satu­
With sales of 600m units a year, mobile
SK Telecom in South Korea offers a sim­ rated? No. There are already plans to
phones are simultaneously the world's
ilar device, i-Kids, with built-in satellite stream music, video and other down­
most widespread communications
tracking. And even when every human, loads to mobile phones in the dead of
devices, computing devices and con­
cat and dog has a phone, there are night, when networks are almost empty.
sumer electronics products. Almost
always cars, laptop computers, house­ Even being asleep, it seems, need not
everybody in the developed world now
hold appliances and industrial machin­ prevent you from using your phone.
has one, and growth is booming in the
ery. Install a phone and some sensors Evidently, the industiy has far to go
developing world, too. China is the
inside a bulldozer, and it can call a before it reaches the limits of
world's largest market for mobile
mankind's desire to communicate ■

The
Economist

44 ■ U n i t 5
 Vocabulary Match the nouns (1 -9) from the text with their meanings (a-i).
design (para 1) a piece of equipment used for a specific task
model (para 1) an area where mobile technology can operate
subscriber (para 3) a particular type of machine
laptop (para 3) software or information that can be moved
appliance (para 3) from one electronic device to another
sensor (para 3) a device to read information
network (para 4) a portable computer
coverage (para 4) a person paying to hire a telephone line
download (para 5) a set of connected technologies or systems
the appearance of something because of the
way it has been planned and made

Vocabulary 2 C o m p o u n d HOUriS

In the text there are examples of compound nouns such as

subscriber growth and household appliances (para 3). Join the nouns
in box 1 to the nouns in box 2 to form compound nouns. Some
words in box 1 can go with more than one word in box 2.
internet product
mass market
market technology
information margin
computer programmer
profit access
consumer share
leader

ctice Complete the article about Motorola's new strategy with the
appropriate form of words from Vocabulary 1 and 2.

Padmasree Warrior, Motorola's chief pressure from shareholders to find new marketing and innovative
technology officer, is launching a new 7
growth markets and original strategies in . Motorola also plans to
strategy, which, she says, will lead to more an effort to boost falling revenues and smooth the transition between home,
mobility.This, she hopes, will increase the increase4 work, automotive and mobile
numhprnf1 subf5r.ribp.rG in the almost Ms Warrior leads an army of 4,600 environments by providing easy and high­
saturated mobile phone market. Nokia is technologists and researchers who have speed 8 on trains and
the mobile phone 2 out in come up with plans to do just that. They email in cars, and their customers will be
front of Motorola, which is number two in intend to start by connecting their able to get video9 onto
this highly competitive industry. With an technology5 into one, for their phones.The company even intends
increasing number of competitors trying example combining wireless and to extend ,0 so that
to attract fewer and fewer customers, all multimedia technologies in their new mobiles can be used on planes. Phones let
telecommunications companies have seen mobile phones.Their latest you talk everywhere; Motorola will let you
their3 shrink lately. Many 6
the Razr V3, has been do everything everywhere!
big telecom companies are facing described as a triumph of engineering,

Writing Write a formal email from Padmasree Warrior to the Motorola staff,
outlining her plans for the company's future. (See Style guide, page
20.)

Unit 5 ■ 45
 Language check Relative clauses
Study the examples of relative clauses from the text on page 44.
... the model that was announced last week by a start-up
based in Arizona ... (para 1)
Non-defining Third-generation networks, which will offer lots of extra
capacity, will... (para 4)
relative claus Some relative clauses can be shortened by using
the present or past participle if the pronoun is the subject of the clause. In
the case of past participles, the verb has to be used in a passive sense.
... the model announced last week by a start-up based in Arizona really
goes to the limit.
Third-generation networks, offering lots of extra capacity, will lead to ...
:$J For more information, see page 159.

Shorten the relative clauses in the following sentences. Check

your answers by finding the sentences in Preview on page 42 and
the text on page 44.
A radio which was developed by Reciva uses a special browser.
A radio developed by Reciva uses a special browser.
Adidas is designing a new shoe which contains a battery-powered
microprocessor.
Bangladesh's 'telephone ladies' rent out mobiles by the minute, which
puts phones into the hands of even the poorest.
Communic8 has launched a simple phone which is aimed at four- to
eight-year-olds.

Read the article below, in which the relative clauses are in italics,
and do the following.
Complete the article with the appropriate relative pronoun.
Put brackets round the relative pronoun if it can be omitted.
Add commas where they are needed.
Rewrite 5 and 8 using shortened relative clauses.
Decide which two clauses could be either defining or non-defining.

The man ' who/that invented nanotechnology a book called 'Engines of Creation' -
is called Eric Drexler. He believes that the name of was published in 1986. His vision was of a
his invention has been stolen and applied to revolution 6 would change
something else. For the term nanotechnology manufacturing technology forever. Although there
once had a precise meaning is now are few commercial products yet, some are clearly
being used by anyone with half a plan for making on the horizon. Molecule-sized transistors and
very small things. Miniaturisation is not, of course, other electronic components ' have
a new idea. One of the consistent aims of already been developed are being studied by
innovation in technology has been to make things researchers8 are trying to work out how
as small as possible. It was the famous twentieth- to fit them together. In spite of the huge budgets
century physicist Richard Feynman 3 9
nanotechnology requires and the slow
workfirstsuggested that miniaturisation might go all technical progress, nanotechnology is believed to
the way down to the molecular level. Eric Drexler be the technology ll) will bring us
went to the Massachusetts lighter, stronger, cleaner and more precise
Institute of Technology in the late 1970s technological products in the future.
turned these ideas into a PhD thesis and

46 ■ U n i t 5
 Career skills Briefing

When briefing people on what their projects or assignments will involve, i t is

important to be clear and thorough as briefs are the starting point for putting
strategies into action. Look at the following useful phrases.
a The project will involve ...
Let's took at this diagram to get a better picture of...
To get results, we need to ...
Jill, can you make that a priority?
What we need to achieve is ...
I want the IT department to get on to that.
Probably the best way to do this is to ...
As this chart shows ...

Match phrases a-h with stages 1-4.

When briefing it is important to:
outline objectives assign roles to people/departments
describe methods use visual aids to clarify points

Listening 2 0 Listen to an extract from a briefing session about setting up a

corporate website and answer the questions.
What is the main objective of the website?
What areas do the IT experts need to answer questions about?
3 What will recent questionnaires be used for?
Which two departments are roles assigned to?
What does each of these departments have to do?

Listen again. What language is used to do the following?

outline objectives assign roles
describe methods refer to visuals

Speakin* Work in pairs. Prepare a briefing session from the following notes.
Take turns to give the briefing.

TASK: \Х?ШЬ Ш tSbS\Vf\ (A 0\xY DVD У1ШШ

btmwws: improve picWe And sound ^UAIHI/J
Designers: wm up uji-to ntiw toiours And designs, \oofc A-r tompUi-hon
isnouo slides of tompe/Mors' lAtos-t m o t e )
ШУШЩ -t^Arri: t$j\ nwv.M fttdbAcy. on prototype, - oraAnise rotas
A/oups / ^ues-fiannAires

Culture at woi Assigning tasks

In some cultures, hierarchy is very clearly defined and respected. Senior staff
members make all the major decisions and initiative is neither expected nor
rewarded. Briefing sessions have a dictatorial style and orders are expected to
be carried out to the letter. In other cultures, briefing sessions can be more
flexible, and working methods can vary as long as objectives are achieved.
Which corresponds best to your culture? Which of the above culture types
would you be most comfortable in, and why?

Unit 5 ■ 47
 Dilem
ecision
Dilemma: Turning ideas into reality Decision:
Brief
The National Endowment for Science and Technology (NESTA) was set up Now turn to page 145 and read
to maximise creativity and innovative potential. They give financial what NESTA decided.
backing in the form of grants and loans as well as advice on production
and marketing strategies to organisations with new technological
inventions. They are less interested in short-term results than other
providers of capital and they consider the social and cultural value of
products to be as important as the long-term commercial value.

Taskl
Work in small groups. Read the descriptions of the applicants for a
NESTA grant below. Discuss the merits of each product in terms of:
innovative potential, long-term returns and the social and cultural
impact of the technology.

Task 2
As members of the NESTA committee that awards grants, decide which
Point and click
product your group would choose to back, and develop your own for learning on
arguments as to why this technology is of particular importance. Prepare
to present your views to the committee. the move
Hypertag Ltd wants to produce
interactive mobile multimedia
Task3
technology. Their technology uses hand­
Each group should present their chosen product and say why it is the held computers which, when pointed at
most worthy. As a class, decide on the winning product. an electronic device near an exhibit at a
museum or art gallery, can offer lots of
relevant information including text,
video, pictures and sound.
Working tyrelessly
for the environment Nanosight has d e v e b n e L
«producing a
,01вГГ

ve7sZ0flWTfsymheti^y
UTDRResea rch has developed a machine body first detects a virus usint P P M S W h e n *
,UKr
wh C h " " c | e tyres in an microelectronic techn^ " 4 £ C O m P u t e r a " d
'
environ
nVir0
" L l l v S l y fashion, it also I limited to й е ^ Д ь Й ^ t e C h nb"u ^t * no.
^converts?the
l waste
l a te into
,nt marketableg by-^ ^speed
^ up drug | ™S p ^ ^ «n
men a d drama(j
products, which can prod ^ ^ ^ ^ T r m a c e u t t c a ] companies.
П Р
^ Г 1 : : : е " п Г ь « | 1 sites or oiticia,
„f waste tyres in lanotm ь ч » - — -
d u m p Z grounds are, among other
d E t a g e s , under constant threat of
VISION OF THE FUTURE
unmanageable fires. Camfed have come up with a revolutionary invention in optics,
which will lead to the production of energy-efficient, low-
cost, high-performance displays and ultimately home cinemas
and TV. To date, displays have been either thin and expensive
Write it up
or space-consuming and cheap.
Write a press release announcing the
winning product. (See Style guide, page 30.)

48 ■ Unit 5
 The harder hard sell
Unit 6 PAGE 51

Gerunds and infinitives

dvertising деиэтЖЧ
PAGE 55

www.longman-elt.com www.economist.com Dilemma: Danger Zone

PAGE 56.

persuasion

Keynotes
Advertising is a means of
communication between an
organisation and its target audience
using space or time purchased in the
media (TV, radio, magazines,
newspapers, websites, billboards, etc.).
Businesses generally use the services of
advertising agencies to create
advertising campaigns that use
combinations of commercials, posters,
print adverts or internet pop-ups in
order to publicise their products or
services and persuade consumers to
buy. Increasingly, advertisers are using
other forms of promotion such as in-
store displays, product placements
and product demonstrations to draw
attention to what they want to s