video of the panel. 'Greener Gadgets' Isn't an OxymoronAllan Chochinov of design network Core 77 explains why designers need to step up to embrace sustainabilitySPECIAL REPORT
EnerJar, by Matt Meshulam and Zach Dwiel, was the winner of the popular vote at the recent Greener Gadgets contest. It allows consumers to monitor power usage of any given device with a kit they build themselves. © Core 77 
Theo Richardson proposed Green Cell, a universal format for rechargeable power supplies. © Core 77 Story Tools
The very idea of "green" technology is somewhat problematic. How can a product that's chock-full of electronics, wiring, complex components ever truly be environmentally friendly? What precisely constitutes "green," anyway? And what can or should designers do to act as standard-bearers, facilitators, or innovators in this confusing world? These were some of the questions addressed at the recent Greener Gadgets conference, organized by green blog Inhabitat.com and consultant Marc Alt + Partners. The day-long affair brought together companies and individuals to discuss the challenges of looking at the tech industry through a greener lens. Representatives from companies including Hewlett-Packard (HPQ), Intel (INTC), Sony (SNE), and Nokia (NOK) were on hand to talk up their respective environmental programs. And it quickly became clear that there's a real lack of consensus or methodological approach to corporate sustainability, not to mention a gulf between corporate and consumer-focused green activities. Programs to address this are under way. The Green Electronics Council recently introduced the Electronic Product Environmental Assessment Tool (EPEAT) to allow companies to gauge the sustainability of their products. But it's an optional scheme, and persuading companies to adopt the system or promote it to consumers is a hard slog. Likewise, the Designers Accord (BusinessWeek.com, 1/18/08) aims to provide focus for designers and their clients, ensuring that sustainability is an accepted, mandatory feature of every design program. But it's still early days. As a part of the Greener Gadgets conference, the organizers and design network Core 77 held a competition with a simple challenge: to design a greener gadget. The entrants were many and varied—some entirely unlikely, others with promising real-world application. Innovation & Design editor Helen Walters chatted with Core 77 co-founder Allan Chochinov about the competition and its wider resonance for the business and design communities. What are the challenges of designing a greener gadget? I believe that there are challenges right from the get-go. In today's culture, the notion of planned obsolescence seems to be part of the definition of the word "gadget." So the first hurdle is uncoupling the more redeeming characteristics of the notion of "gadget"—utility, pleasure, portability, for example—from the assumption of a short, disposable life span. Rather than retiring the word, I think we need to work towards redefining it. When is a gadget really green? At a minimum, a greener gadget needs to give no less than it takes. Again, the perception of a lot of gadgets is that they are wasteful, indulgent products—playthings for people with too much time and money on their hands. But a greener gadget can be something that feeds you and provides value. Devices that depend on renewable energy sources (solar, kinetic, wind, for example) get you halfway there. The other half is embodied in how the materials are sourced, manufactured, shipped, and ultimately disposed of.  In Search of Greener (Electronic) Pastures Tuesday, February 5, 2008 6:03 pm
The closing keynote was delivered by Natalie Jeremijenko. She first came to our attention in 2005 as a member of that year’s runner up team in Metropolis’s Next Generation® Design Competition; their project was based on student research wiki, howstuffismade.org. She spoke about this work and others like Feral Robots (retrofitted toy robotic dogs that sniff out toxins) and Robotic Geese (yes, that’s just it, robotic geese) as “socio-technical gadgets that suggest how things can be different.” Jeremijenko’s gadgets are more specialized than the standard cell phone/camera/mp3 player/internet browser/etc and offer design that attempts to show us what technology actually does, rather than our current attitude of merging technology effortlessly into the easy stream of cultural consciousness. The Greener Gadgets conference managed to zoom in on our electronic lifestyle to find useful solutions for being eco-conscious in a world where we love our quickly proliferating, and often eco-distructive, tools. For a more detailed play by play on the day’s events,visit Inhabitat’s site. A few other highlights of the day’s speakers and topics: - Check out Photographer Chris Jordan’s website, chrisjordan.com for some jaw-dropping images of consumer waste. - The design keynote by Mary Lou Jepsen, former Chief Technology Officer of The One Laptop Per Child Project, laptop.org, got people talking. Subsequent panel discussions often referred to her inspiring speech. - Allyson Klein from Intel was on the showroom floor talking about the astronomical amount of power loss from poorly optimized computer settings which the initiatives at www.climatesaverscomputing.org are trying to combat. She was also part of the Electronics & Energy Efficiency Panel. - Lots of fun gadgets to power your gadgets came out to play in the New Forms of Mobile Renewable Energy panel. Arthur Huang from MINIWIZ Sustainable Energy Development LTD showed us the HYmini (see 25 Tools for Greener Living in our October 2007 issue). Who wouldn’t want to charge a cell phone with wind power collected with a hand-held devise through, say, downhill skiing or bike riding? - At the end of the day, finalists from the Greener Gadgets and Core77 design competition were judged through the less than technological, but no less accurate clap-for-the-one-you-like method. Participants had one month to come up with sketches for a design that “should seek to minimize the environmental impact of consumer electronic devices at any stage in the product lifecycle.” The winner was the EnerJar, a DIY devise that measures energy consumption. Photos: Gadgets go green at Greener Gadgets | C...
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February 5, 2008 4:00 AM PDT
The Solio Magnesium is a hybrid solar charger that packs 5 watts' worth of solar panels with a lithium-ion battery. The company started as a way to reduce the waste associated with all of the wall chargers that people get with electronic devices. The company also has a social mission. It is looking for ways to use its solar chargers in developing countries. For example, the company has equipped a person in East Africa who rents cellular phones. Rather than carry around lead-acid batteries, the company now relies on a solar charger, according to Daniel Porras, the vice president of sustainability at Better Energy Systems, which markets Solio products. It is also looking to use solar chargers for lighting because kerosene lamps are frequently used in developing countries, which is a serious health hazard, Porras said. Credit: Martin LaMonica/CNET News.com Wednesday Feb 06, 2008
Greener Gadgets: Mary Lou Jepsen on the XO Laptop, Why Being Green Is Easier Than You Think
Heffernan got it wrong. The chief virtue of the XO is not its lights and sounds. It's the small, lightweight laptop's ability to retail for a fraction of the price of an ordinary one (the goal is to get it down to $75 by the fall of 2009), to be readable under a blazing sun, to operate on batteries that decompose into fertilizer, to be able to sustain near hourly drops from heights of five feet onto hard floors, to be easily repairable, to bring not only the functions of a laptop but also access to a networked system (the machine itself is a router). And the relative lack of bells and whistles? Well, that's by design. A key priority for the developers of the XO, which can be charged by a hand crank, was ultra-low power consumption, complete with a dynamic CPU that switches from an idle (shut-down) state to fully active in seconds to conserve power--hence the lack of lots of flashing graphics and ongoing sounds. As a result, an idle XO consumes about 95% less power than an average idling laptop and exceeds Energy Star requirements--by 15 times. In light of the shortsighted critiques of Heffernan and others, it wasn't terribly shocking to hear this statement from one of the XO's creators at last week's Greener Gadgets conference: "If we rely on industrial designers to lead the green revolution in electronics and gadgets, we will fail," said Mary Lou Jepsen, veteran of Intel, formerly the founding chief technology officer of the One Laptop Per Child (OLPC) Project, and now CEO and CTO of her new company, Pixel Qi. "It's not just about making things look cool." In her design keynote address, Jepsen traced the XO's development from a project that people called impossible to one that led to the creation of the efficient technology that she is now working to integrate into other electronics. Initially, sustainability wasn't part of the plan. "I didn't think we could be green," said Jepsen. "I was told it would cost $30 more." The final product ended up ultra-green as a result of being environmentally conscious at every phase of the project--and keeping in mind the low-resource users for whom they were designing. "All you have to do to be green is to design for the bottom of the pyramid," said Jepsen. It's a segment of the world's population that is usually served by a kind of trickle-down R&D, and one that few companies jump at the prospect of serving. Jepsen told the audience that she couldn't get the project through Intel, for example, and that OLPC couldn't afford to use Windows, opting for "skinnied-down" open-source software that would draw minimal power. A turning point came when the project stopped being a product and became a cause, complete with non-profit status. "I learned that I can work a lot faster when I work in high volumes," said Jepsen, adding that when she was at OLPC, almost every large manufacturer approached her to get the XO's technology into their products. Before departing the stage to get back to spreading the Pixel Qi, Jepsen gave the audience of gadget-lovers some food for thought: "If we develop things for the poorest people in the world, they won't be gadgets anymore." Stay tuned to UnBeige for more on the Greener Gadgets conference. Coming later, insights from technoartist and innovator Natalie Jeremijenko and the story behind our earlier allusion to robot geese. Greener Gadgets Conference Highlights Scope of Consumption, Creative Solutions
"This is a design conference and an environmental conference, but it's also a business conference," said Greener Gadgets conference co-chair Marc Alt, president of Marc Alt + Partners, kicking off the event, which was divided into three categories: materials and lifecycle, energy, and social sustainability. Co-chair Jill Fehrenbacher, founder and editor-in-chief of Inhabitat, then welcomed the capacity crowd with some sobering statistics, including the fact that 150,000 computers are discarded each day, and along with them, toxic chemicals such as mercury and lead. Although the quantitative scope of the issues provided a vital grounding in the issues, the audience was dominated by designers, so things soon moved to the visual realm with an opening keynote by digital photography artist and environmental advocate Chris Jordan, who showed the crowd this photo:
It's a sea of discarded cell phone chargers he photographed in Atlanta in 2004. "What I'm trying to do is show the scale of American mass consumption," said Jordan. "Because the scale of our consumption is invisible....It's divided out into so many manufacturing processes and waste streams. We can only relate to it with statistics." Or through his work, which often combines photography with digital imaging to produce thought-provoking images that help people to comprehend the scale of the world's consumption. Jordan is kind of like an eco-warrior version of Andreas Gursky. He might spend a day photographing, for example, a table-sized jumble of cell phone headsets in various configurations, and then "digitally stitch them together" in an image that contains 426,000--the number that are retired (whether thrown away, or more typically, put in a drawer) in a single day. He's done the same with office paper, shopping bags, and plastic beverage containers, often superimposing upon them human figures or familiar landmarks (Seattle's Space Needle, the Manhattan skyline) to help people grasp what they're seeing. Jordan concluded his presentation with a passionate call to action. "The green movement is stalling out a little bit. There's this hesitation happening, where everyone's waiting for everyone else to do it," he told the audience. "It's because the green movement isn't cool yet." And that's where the $150 billion consumer electronics industry comes in. "I think it is by far the coolest thing that American culture has going for it," said Jordan. "When the electronics industry shows up with sustainable products...that's going to send a message to 100 million young Americans that being green and sustainable is cool, and the sprint will begin...2008 is the year." Stay tuned to UnBeige for more on the Greener Gadgets conference. Next up, an in-depth look at the One Laptop Per Child Project's XO Laptop, from technology pioneer Mary Lou Jepsen. Greener Gadgets Conference Practices What It Pr...
blog.wired.com/underwire/2008/02/greener-gadgets.h... Greener Gadgets Conference Practices What It Preaches
While the show was much smaller than CES -- 400 attendees versus 140,000 -- there were some green upgrades that could easily be transferred to Las Vegas. Just adding some healthy food options for exhibitors and visitors would help alleviate several thousand incidences of heartburn every January.
I do want to give CES credit though, as this year's show did showcase some eco-consciousness. Latest Eco-Gadgets Showcased at Greener Gadgets - News and Analysis by PC Magazine
www.pcmag.com/article2/0,2817,2255754,00.asp Latest Eco-Gadgets Showcased at Greener Gadgets02.04.08 Representatives of PC Magazine, GoodCleanTech, and Gearlog attended the first-ever Greener Gadgets conference  , held at the McGraw-Hill Conference Center in midtown Manhattan. Presented by design blog Inhabitat and research agency Marc Alt + Partners, the conference was quite attended for a first-time event, filling its seats with designers, engineers, college students, members of the press, and various other attendees. The conference was split between a impressive lineup of speakers and an exhibition floor showcasing the latest in environmentally-minded consumer technology. Check out a few highlights of our coverage.
•Erik Rhey met with representatives from MTI Micro, who were showcasing their latest methanol fuel cell mobile device
•Nokia showcased its own prototypes, including an "eco-sensor" and an environmentally friendly cell phone •HP's John Solomon had some simple advice for the audience: print less. •Video: We spoke with Hymini founder Arthur Huang about his company's wind/solar-powered device charger. •Video: Project H's Emily Pilloton shows off some of the cool and forward-thinking devices her humanitarian design organization has helped usher in. •The show's keynote speaker, photographer Chris Jordan, demonstrated the staggering amount of waste Americans create every second. •Video: Former One Laptop Per Child CTO Mary Lou Jepsen demonstrated that greenness and affordability aren't mutually exclusive. •Video: Make Magazine's Brian Jepson shows off a DIY device charger. Altoid tins abound. GREENER GADGETS 2008by Inhabitat
Our first-of-its-kind Greener Gadgets Conference took place yesterday in New York City, and was a smashing success! We were thrilled to get such a great and diverse line-up of speakers, representing not only business and industry, but also academia, non-profit, students, environmental activists and designers. Not only did we completely sell out of our tickets, but we got people turning out from a wide variety of different industries and backgrounds. Attendants flew in from places at far flung as Taiwan, Sweden, Germany and Mexico to come to the conference, and although we feel guilty about the carbon emissions from those plane flights (we bought carbon offsets), it reinforces our belief that we were really onto something important here. THANK YOU so much to everyone who attended and was involved in making the whole event so interesting, fun and fabulous!
VIDEOS COMING SOON!Everyone has been asking about video of the conference and we are happy to announce that we have lots of short videos coming soon. We will be releasing short interview clips, as well as videos of each presentation over the next few weeks, so please check back with us if you missed something and want to watch it online.
So far we’ve seen interesting coverage of the event on Makezine, Wired News, Core77, AOL’s Green Daily, Hearst’s Daily Green, and PC Magazine’s Gearlog. We were particularly appreciative of the fact that the Wired News’ Underwire noticed our attempts to make sure that all of the details of the event were as green as they could be. We put a lot of time and energy into that, so thanks for noticing!
GREENER GADGETS KICKS OFFThe two organizers of the event, Marc Alt and yours truly, kicked off the day with a little background on why we started the conference and why we think that a discussion about environmental sustainability in gadgets is so important right now: + 400 million consumer electronics are discarded every year In order to break this overly complicated and complex issue down in manageable topics to discuss, we decided to focus on three elements of gadget sustainability: Materials and Life-Cycle, Energy, and Social Sustainability. CHRIS JORDAN - DIGITAL ARTIST
OPENING KEYNOTE: Digital Photographic Artist Chris Jordan Chris Jordan closed his presentation by making the point that the electronics industry has a great potential to bring “coolness” to the green movement that it is currently lacking. He used Michael Jordan’s iconic persona in basketball as an example and urged that the green movement needs a similar champion. Can green gadgets do for sustainability what Michael Jordan did for basketball? We’re not sure, but it was an interesting and provocative point to start the day on. + Chris Jordan creates beauty from e-waste MARY LOU JEPSEN - ONE LAPTOP PER CHILD PROJECT
Mary Lou Jepsen, the former Chief Technology Officer of The One Laptop Per Child Project, opened up her design keynote presentation by explaining the new sustainable technologies that are being used in the new XO laptop. The XO has received a lot of attention for being a groundbreaking educational tool, but what many people don’t realize is that it is ALSO the greenest laptop ever created — mainly due to Mary Lou’s innovations in laptop engineering. Because of this, it was fascinating to hear Mary Lou Jepsen talk about all of the innovative new green technologies that went into the development of the One Laptop Per Child XO laptop. A lot of these sustainable innovations in screen brightness, energy efficiency and portable mobile power were developed out of pure necessity for the way in which the laptops are intended to be used (outdoors by children in the sunlight). Jepsen provoked the audience (many of whom were industrial designers), when she said: “If we rely on industrial designers to lead the green revolution in electronics and gadgets…we will fail.” Jepsen’s point was that engineering technology needs to be the real driver. She said that she started working on the XO after many people told her that it couldn’t be done. She thought, “If people say it’s impossible, that must be an interesting project, I’ll do that.” We heard some heavy debating going on the halls between designers and engineers after Mary Lou’s presentation, so clearly she riled some people up with her comments about technology versus industrial design. But we think her point was very astute, and it certainly gave us lots to talk about over the course of the day!
Jepsen is now working on PixelQi, a spinoff of OLPC. PixelQi is working on applying technology from the XO to other laptops and devices. The more that these components are produced, the less expensive those components will be for the XO. Mary Lou Jepsen’s smart approach to business, technology, and sustainability is a great model for development. + One Laptop Per Child ELECTRONICS MATERIALS & LIFECYCLE PANEL DISCUSSION
ELECTRONICS MATERIALS & LIFECYCLE PANEL DISCUSSION: moderated by Jennifer Van Der MeerThe Materials and Lifecycle panel discussion was an interesting mix, with three people from the consumer electronics industry, (David Conrad from Nokia, Douglas Smith from Sony and Rene St Denis from HP), along with Andrew Dent from Material ConneXion, and Jeff Omelchuk from the nonprofit EPEAT. The main topic of the discussion was electronic recycling and reverse logistics, specifically how we should go about both receiving used electronics from consumers and then dismantling, disposing, and reusing materials from electronics. Andrew raised an interesting question when he suggested that electronics manufacturers pursue a rental model, rather and an ownership model, so that the product’s return is built into the process. Rene responded that HP does this with enterprise customers, but it’s more difficult with personal computing consumers. Grant proposed a hybrid model, comparable to Netflix: you own the product and keep it as long as you want, and when you return it, you get a replacement.
Everyone seemed to agree that we need to provide more education to consumers, which would in turn lead to a shift in values and priorities. Rene aptly noted that the two groups that weren’t represented in the panel: consumers and the government, both of whom are crucial to enacting the kind of change we need. During the Q&A period, one audience member asked about why there isn’t more standardization and modularization of components, which could allow end-users to upgrade their devices themselves. David Conrad admitted that this hasn’t traditionally been the approach to development, but we at Inhabitat certainly think such flexibility is a great approach for consumer electronics manufacturers to pursue. JOHN SOLOMON, TECHNOLOGY KEYNOTE SPEAKER
The main point of John’s talk was that responsible design is smart business. He talked about how HP’s approach to sustainable products can create a competitive advantage, bring in new customers, reduce costs, and build up a brand. He also noted two commitments that HP has made in 2008: 1) All PCs will use 25% less energy by 2010, and 2) Change manufacturing process to use recycled content in new inkjet cartridges. We certainly appreciate HPs public declarations of their sustainability goals, and hope they keep pushing them. John also talked about power use, which emerged as the big topic of the day. ELECTRONICS & ENERGY EFFICIENCY
ELECTRONICS & ENERGY EFFICIENCY PANEL DISCUSSIONValerie Casey of IDEO moderated the ‘Energy Efficiency’ panel discussion with Ryan Block (Editor-in-Chief, Engadget), Gregg Chason (VP Industry Affairs & Relations, Philips Consumer Lifestyle North America), Douglas Johnson (Senior Director, Tech Policy & International Affairs, CEA) and Allyson Klein (Manager, Server Tech and Software Strategy, Server Platform Group, Intel Corp). The discussion ended up focussing mainly on how electronics companies can better communicate their product’s sustainability, especially energy efficiency, so that consumers can make informed decisions. Ryan proposed a standardized labeling system, similar to the FDA’s Nutrition Facts labels on food packaging. Valerie referred to EnergyStar products as being in a “bucket,” where consumers both know neither how EnergyStar compliance is defined, nor how to distinguish extremely efficient products from less efficient ones. Valerie also mentioned an Eco-Patents Commons between IBM, Sony, Nokia and others, where these companies share patents related to environmental responsibility, and such collaboration is crucial to greener gadget efforts. During the Q&A session, Mary Lou Jepsen questioned Allyson about the power consumption of Intel’s chips, since the team at OLPC has made some significant innovations in that arena. Mary Lou offered to work with Intel on such work, and Allyson said she’d love to talk with Mary Lou after the panel. It was a fun moment, and it’s exactly what this conference is about! NEW FORMS OF MOBILE RENEWABLE ENERGY
PANEL DISCUSSION: Emerging Forms of Mobile Renewable Energy, Moderated by Katie FehrenbacherIn this last panel of the day, we got a real look into the future. From MTI’s micro fuel cell to Solio’s portable solar charger, from the HYmini wind generator to M2E’s kinetic energy charger that uses power generated by the movement of people walking around, the technology shown was really exciting. Katie Fehrenbacher (Earth2Tech) asked what some barriers to mass adoption were, and a couple panelists mentioned battery efficiency. It was valuable that Christina from Boston Power was on the panel, as her company’s efficient and environmentally responsible battery might provide some answers. Regan from M2E also talked about the high degree of skepticism about kinetic energy-powered devices, but M2E uses magnets, and it works. We can’t wait to see this amazing new technology in our cell phones! NATALIE JEREMIJENKO, CLOSING KEYNOTE SPEAKER
Natalie talked about how she’s looking for new ways to restructure manufacturing practices, which she calls “the most toxic of human activity.” With her students, she developed How Stuff Is Made, a collection of visual essays on how different products are made. Like Chris Jordan, Natalie is looking to make invisible data visible. She works with students to modify consumer-grade robotic toys to sniff out toxic waste. All of Natalie’s work was really inspiring, and she’s redefining how we use technology and interact with devices. Stay tuned for the results of the Greener Gadgets Design Competition!
EnterpriseITplanet.com / Green: Greener Gadgets: Techies Get Trashy (In a Good Way)
blog.enterpriseitplanet.com/green/blog/archives/20... Greener Gadgets: Techies Get Trashy (In a Good Way)
So Fresh and So Green Green: The First Panel Discussion Of the Day
blog.laptopmag.com/so-fresh-and-so-green-green-the... So Fresh and So Green Green: The First Panel Discussion Of the DayFebruary 1st, 2008 by Todd Haselton
The folks on stage discussed the electronic life cycle and the green market as a whole. It started out with a discussion of the life cycle of electronics, from the mining of the metals and other materials used in them, to the design, materials, and the life of the electronic device. Eventually, however, electronic devices should be recycled at the end of their life, to prevent additional mining, and additional trash and pollution. “It’s important to understand what a consumer wants, and intelligently design in sustainability,” Continuum’s Kristofek said. “Perhaps we can begin to create products that last as long as they should. Consumers want choice.” Douglas Smith of Sony added, “When you see a high-definition TV, you want the TV, it’s that much better, it’s beautiful. We can innovate, take old products, turn them into new products.” Of course, the big question is how, but he adds that it’s also in the interest of manufacturers to create sustainable products, because they help support the growth of business.
Who’s responsibility is it to figure out electronic recycling? The Government’s? “One manufacturer alone isn’t going to solve the problem,” said Denis. “From the consumer, who has the responsibility of owning it. The producers, that are responsible for what happens, and have the ability to turn waste into shinier green gadgets.” She also discusses HP’s inkjet recycling program and the importance of sustainable design. She admits that consumers and producers share responsibility. Last year HP recycled 5 million ink cardtridges through its exchange program. Yet during the question/answer portion of the Panel discussion, she said consumers aren’t educated enough to care enough, and that they need to want to take the first step. “Producer responsibility is attractive to many of us,” EPEAT’s Omelchuck adds. “The challenge with that is it’s not at all clear what the most efficient recycle system is. Having to deal with collective end-of-life treatment, and making the products designed for better end-of-life recovery. Producer responsibility is a tool, a strategy, to try to reduce end of life impacts, but it’s not necessarily the goal.” “Producer responsibility means being responsible for what you produce,” Smith adds. “It’s not just take back and recycling, it’s the design, operations, energy consumption during the lifespan of that product. There’s difficulty with collections,” but Sony, like HP, is working on providing locations for dropping off old products. The trouble, is that there are regulations for where products can be dropped off. “I’d love for every school to be a drop-off spot,” Denis says, “but it would be illegal.” “We need to educate the community, and find ways that we can use in existing logistics instead of creating new logistics that create more waste,” Conrad of Nokia said. “In Europe, the recovery rates of electronic products is around 30-percent,” according to Omelchuck. “We don’t have the infrastructure to do a lot of this. We as a society have to figure this all out.” Panel Discussion: Electronic Materials & Lifecycle
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In the January 27 issue of The New York Times Magazine, Virginia Heffernan 
Scary statistics and eerily beautiful photos of thousands of scrapped circuit boards. On-site cell phone recycling and a spirited discussion of the first 
We just sat through the first panel discussion of the day titled: Electronic Materials and Life Cycle. On the stage are: David Conrad from Nokia, Andrew Dent of Material ConneXion, Grant Kristofek of Continuum, Jeff Omelchuck from EPEAT and the Green Electronics Council, Renee St. Denis from HP, Douglas Smith of Sony, and the moderator is Jennifer Van Der Meer the chair of o2 New York.