Case Study

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Case Study
Siebel Systems, Inc. 2003.5.28 SG17 ???,
???, ???
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Case Study Siebel Systems, Inc.
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Contents
01 Introduction 02 CRM 03 Overview of
Siebel Systems,Inc. 04 Homepage Current
Information 05 References 06 QA
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01 Introduction ? Fortune September 6,
1999 ? Siebel Systems, Inc. (www.siebel.com)
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Case Study Siebel Systems, Inc.
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Introduction
Fortune September 6, 1999
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Case Study Siebel Systems, Inc.
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Introduction
Siebel Systems, Inc. (www.siebel.com)
1993? ?? CRM ??? 35 ??(1999?) 100 ??? ???
??????? ???? E-business ?? ??? ??
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Case Study Siebel Systems, Inc.
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Introduction
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02 CRM ? CRM?? ????? ? CRM? ?? ? CRM ???
?? ?? ? CRM ?? Top10? Magic Quadrant ? CRM ??
??? ? CRM ?? ?? ? ?? ? Front office CRM vs.
e-CRM
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Case Study Siebel Systems, Inc.
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CRM
CRM?? ?????
CRM?
? ???,
Customer Relationship Management (??????)
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Case Study Siebel Systems, Inc.
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CRM
CRM? ??
Gartner ?? ??? ??? ?? ? ?? ??????? ???? ???? ??????? ????? ???? ?? ?? ??
Ovum ??? ????? ????? ???? ??? ????? ???? ???? ??? ????? ??? ??? ????? ?? ?? ??
Carlson ??? ?? ??? ?? ???? ???? ??? ?? ???? ???? ???? ???? ???? ????? ????? ??
??????? ???? ??? ???? ?? ?????? ??, ??, ??, ???? ?? ???? ??? ?? ??? ??? ??, ??, ??, ???? ??? ??
??) ??? CRM ???? ? ?? ETRI ???????, 2002
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Case Study Siebel Systems, Inc.
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CRM
CRM? ??(cont.)
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Case Study Siebel Systems, Inc.
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CRM
CRM ??? ?? ??
??
??? ???
????
???? ? ???
?? ???
??/?? ???(ROI)
??? ?? ?? ??
????
??
2001
2000
1990??
1999
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Case Study Siebel Systems, Inc.
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CRM
CRM ?? Top10? Magic Quadrant
Gartner?? ????(2002) Siebel
61/120 Oracle 35/120 PeopleSoft 23/120
Siebel? ??, ???? ???? ?? CRM ??? ?? 1??? ??? ??
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Case Study Siebel Systems, Inc.
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CRM
CRM ?? ???
Computer Sciences
??? ?? ??
??? ??? ?? ??
Siebel
Accenture Deloitte
??? ??
CRM ?????? ??
CRM ??? ??
ERP ??? ?? ??
SAP Oracle
EDS Convergys
???? ??
Xchange Primus
Siebel SAP
????? ??
e-CRM ??
??? ??
E.piphany SAS
MRM Epsilon
a-CRM ??
?? ?? ??
Akibia Zomba
ERP(Enterprise Resource Planning, ??????) ???
???? ?? ???? ???? ??? e-CRM(electronic-CRM)
?????? ?? ??? ???? ?? a-CRM(analytic-CRM) ????
?? ??? ??? ??? ?? ??
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Case Study Siebel Systems, Inc.
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CRM
CRM ?? ?? ? ?? CRM ?????? ??
2001? 68? 7,110? 2006? 149? 2,650? 16.8
CAGR(Compound Annual Growth Rate)
2001? 5? 800? 2006? 12? 1,350? 19 CAGR
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Case Study Siebel Systems, Inc.
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CRM
CRM ?? ?? ? ?? CRM ??? ??
2001? 220? 2,200? 2006? 470? 9,600?
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Case Study Siebel Systems, Inc.
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CRM
Front office CRM vs. e-CRM
Front Office
Back Office
Service
DW
??
ERP
Sales
SCM
Marketing
??
Front Office CRM
e-CRM
?? ????
??? ? ???? ?? ??
e-???? ??
?? ??
? ??, ???? ??
???(???) ??
????
Sales Service Marketing
eSales eService eMarketing
?? ?? ??
???? ?????
?????(B2B, B2C)
??? ?? ??
???? ?? ???
??? ?? ???, eMail ??
??? ?? ??
????? ????
eMarketing ??? ???
ERP(Enterprise Resource Planning, ??????) ???
???? ?? ???? ???? ??? SCM(Supply Chain
Management, ??? ??) ??? ???? ???? ??? DW(Data
Warehouse)
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03 Overview of Siebel Systems, Inc. ?
Technology? ????? ?? ?? ? CRM ??? ??? ?? ?
WWW? CRM? ?? ?? ? Tom Siebel? ?? ? Siebel
Systems? ?? ?? ? Siebel Systems? ?? ?? ?
????? ???? ?? ?? ? Siebel ??? ?? ?? ? Siebel?
?? ?? ? Siebel? ???? ? Siebel? ??
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Case Study Siebel Systems, Inc.
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Overview of Siebel Systems, Inc.
Technology? ????? ?? ??
Telephone Telemarketing, telesales Computer call
center ATM Self-service banking
capability IT Customer information database
??? ?? ?? ??, ??? ?? ?? Wireless data technology
?? ???? ?? ?? ??? ?? ?? Internet Newsgroup,
chat room, online forum ???? ??? 24??
???? ????? ????? ?? ?? ? CRM? ??? ?? ????
???? ??? ??? ?? ??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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CRM ??? ??? ??
1960?? 1970?? ?? ? ?? ??(back office)? IT ??
?? ?? ????? ????? ?? ? ????? ??S/W? ?? 1980??
?? Front office? ??? ??? S/W ?? ? SFA(Sales
Force Automation) ?? ? ??? ?? ?? ?
CSS(Customer Service and Support) AS ??(????,
???, ?????) 1980?? ?? ???, ??? ???
CRM Laptop?? ????? ????? ??? ?? ? ??? ??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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WWW? CRM? ?? ??
1990?? ?? WWW? ???? CRM ??? ?? ?? 1. ??? ???
??? ??, ???? ?? 2. ??? ?? ?? ???(?????)?
?? 3. ??? ??? ? ???? ? ??? ??? ?????, ?????
??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Tom Siebel? ??
1980? ? ???? ?? ????? ??? ?? 1984 Oracle
?? 6?? ?? ?? ?? ???? ?? 1988?? Direct Marketing
?? ??? 1989?? OASIS(Oracle Automated Sales and
Information System) ?? ? ??? 40 ??, ??? 149
?? ? OASIS? ?? ???? ????? Oracle?? ??? 1990
Oracle ?? 1991?? Cayenne Systems? ?? Gain
Technology? ??? ??, CEO? 1992? Sybase? ??
?? 1993? Siebel Systems ??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel Systems? ?? ??
?? ?? ?? ?? ??? ?? ???, ??? ??? ?? ?? 1995?
4?? ? ?? ?? High-end, ???, ??? ??? ?? ?? ??? ??
?? ?? ??? ?? ?????/?? ???? ??? ??? ??? ?? ?? ??
?? ???? ?? ?? ??? SI??? ??? ??? ?? ????
?????? ????, ??? ??? Andersen Consulting? ?? ??
? ?? ?? ?? Andersen Consulting? Siebel? ??
10?? Andersen? CEO? Siebel? ??? ?? 1999? ????
250??? ??? ?? ? S/W??(Microsoft, J.D.Edwards,
) ? SI??(Cambridge Technology Partners, Keane,
) ? IT ??? ??(Deloitte Consulting,
PricewaterhouseCoopers, )
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel Systems? ?? ??(cont.)
?? 1995? ?? ??? 8?? 1997? ??? ??? 3? ??,
SFA ??? ? 1999? ?? 6? ???, ??? 2,200?, 24??
??, CRM?? 35?? Siebel? ??? ???? ??? ?? ??? ???
??? ?? ???? ???? ?? Siebel ?? ???? ??? ?? ??
?? 100 ?? ?? ?? ?? ?? ? ??? ??? ???? ???
?? ? ???? ?? ??? ?? ? ??? ??? ¼? ?????
??? ?? ?? ? ??? ??? ??? ?????? ??, ??? ?? ???
??? ?? ? ????? ??? ?? ?? ?? ? ???? ???, ???,
??? ?? ?? ? ?? ??? ??? ???
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel Systems ? ????
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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????? ???? ?? ??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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????? ???? ?? ??(cont.)
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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????? ???? ?? ??(cont.)
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel ??? ?? ??
1995? SSE(Siebel Sales Enterprise) ?? ?
High-end SFA ?? ?? 1996? SSE(Siebel Service
Enterprise) ?? ???? ??? ?? ?? n-tier C/S???
S/W?? ??? ???, ???? ??, ??????, ?? ??????
???? n?? ??? ??? ?? 1998? SME(Siebel Marketing
Enterprise) ?? ?? ? ??? ?? ?? ?? Siebel 99 ??
??? ?? 1999? 6? Siebel 99.5 ?? eBusiness ??
?? Siebel Everywhere ? ??? ?? ????? Siebel
S/W? ?? ?? ? Sales.com ????? ?? ?? ??? ?
Siebel Sales ??, Single-user??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel? ?? ??
2?? ?? ??? 1. S/W??(License fees) 2. ???(?? ??,
???, ??) 100?? ??? ?? ??? ??(CRM ?? ? ?? ??) 6???
?? 1. Enterprise Products Siebel? ?? ??? ?
Siebel Sales Enterprise, Siebel Service
Enterprise, Siebel Marketing Enterprise 2.
E-business Products ? eSales, eMarketing,
eChannel, eService 3. Mid-market Products ???
5?? 5? ??? ?? ?? ? Siebel Advanced Selling
Pack 4. Tools 5. Products for Individuals ??
?????? ???? ?? ?? ? Siebel Sales, Sales.com
6. Services ????, ???? ? ???? 1/3 ??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel? ????
???? CRM ??? Vantive, Clarify, Baan Front Office
Systems High-end ??? ??? ?? ???? ?? ??? CRM
??? 30? ??? ??? ??? Low-end ???? ??? ???? ??
Onyx Software Corp., Pivotal Corp., SalesLogix
Corp. E-business?? ?? ??? ??? .com
??? E-business? ?? ?? 4.5?(1998) ?
130?(2003) E-business? ?? ??? ?? ?? ?
Email??, ??? ??, ???? ??, ?? ???? ?????
e-business ?? ?? IBM, Sun Microsystems
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel? ????(cont.)
???? ERP ?? SAP, Oracle, PeopleSoft,
J.D.Edwards, Baan 90?? ERP? ??? ?? ?? ??? ??
?? IT? ??? ???? CRM?? ?? Back-office(ERP)??
front-office(CRM)?? ????? ?? ???? CRM ???????
???? API? middleware? ?? ERP? ???? ??
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Case Study Siebel Systems, Inc.
Overview of Siebel Systems, Inc.
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Siebel? ??
Fortune? ?? ????? Tom Siebel? ???
?? ????, ??? ?? ??? ??????? ??? ?? ??? ??? ????
??? ?? ??? ??? ????? ???. ??? ???? ??? ???? ???,
CEO? ??? ? ??? ??? ????? ??? ????? ??? ????? ???
????? ??? ???? ??? ?? ? ??? ???. ??? eMail??
?????? ???? ?????? ??? ???? ?? ????? ???? ??? ???
???? ?? ????. ??? ??? ?? ???? ???? ??? ???? ???
??? ???? ???? ?? ??? ??? ????. ??? ?? ???? ???
???? ????? ????? ???? ???? ?? ????? ??? ???????.
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04 Homepage Current Information ? Industry
Solutions ? Products ? Services
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Industry Solutions
Aerospace Defense Automotive Communications Ene
rgy(oil, gas, chemicals) Healthcare High
Tech Industrial manufacturing
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Industry Solutions(cont.)
Travel and Transportation Life Sciences Consumer
Sector Insurance Public Sector
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Products
??? -?? ??? CRM solutions? ?? gt?? ?? ?? ???
???? ???? ? ??? ?? ?? ??? ?? ??.
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Products(cont.)
1. Sales Siebel Sales family of
products -right deals at the right time?? ???
? ??? ????. -??? ???? ? ? ?? ??. -??? ??? ????
??? ? ??? ??. -? ??? ???? ??? ???? ????. Sales
family of applications 1) Siebel Sales 2)
Siebel Sales Forecasting 3) Siebel Sales
Analytics ? ??? solution? ?? ???? ??? ????
??? ?? ???,
up-to-the-moment ???? ????. 4) Siebel Incentive
Compensation ??? ??? ?? ?? ??? ????. 5) Siebel
Mobile Sales ??? account ? ?? ??? ?????, ????
access?
? ?? ??? ????.
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Products(cont.)
2. Marketing -?? Marketing? ? ??? ??? ?? ??? ???
? ??? ?? ??? ?? ??? ????. -? ??? ?? ???? ????
personalized campaign? ????. -?? ?? ???? ????
???? ????? ????. -?? targeting, ? ????? ??? ??
?? ?? ??? response rate? ????. -multichannel
campaigns -?? ??? ? Web channels? ?? ? ?? ??. -?
???? ?? ??? ??? ?? ???? ?? ???? ??? ?? ??? ?????
???? ??. ??? ?? ??? ??? ?? ? ??? ? ????.
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Products(cont.)
3. Call Center and Service Maximize Service
Effectiveness and Reduce Total Cost of
Ownership -??? ???? ?? ????? ?? ??? ????? ??? ??
?? ????? ?? ?? ??. -??? ??? ?? ???? ??? ?? ??
???. -?? ??? ?? ???? ownership cost? ???? ????.
4. Partner Relationship Management -????? ???
????? ??? ?? PRM solution? ??. -? ????? ??? ???
???? ?? ????, ????? ??? ???, ??? ????? ?? ? ???
???? ??.
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Products(cont.)
5. Interactive Selling Managing Product,
Pricing, Quotes and Orders Across the
Enterprise -??? ?? ??, ? ???? ???? ?? Customer
Order Management, Product and Catalog Management,
and Pricing Management? ????. -Siebel Customer
Order Management ??? ?? ?????? ????? ??? ?????
??? ???? -Siebel Product and Catalog Management?
?? ???? ??? ?? ????? ??? ???? ??. ? ????? ?? ??
???? ???? ?? ??? ???. -Siebel Pricing
Management ?? ??? ??, ??, ??, ??, ?
????. -supported by the following products
Siebel Configurator Siebel Pricer Siebel
Quotes Siebel Orders Siebel Sales Catalog
Siebel Advisor Siebel eSales Siebel Product
and Pricing Analytics Siebel Order Analytics
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Case Study Siebel Systems, Inc.
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Homepage Current Information
Services
Siebel Global Services -100 ?? ??? ???
priority. 1) Upgrade and Migration Services
(????? ? ?? ???) -??? feature? ?? ??? ??? ? ? ???
?? ????? end user?? ?? ?????? ?? ??? ? ? ??. 2)
Multichannel Effectiveness Services (???? ??
???) -????? ???? ??? ??? ?? ? ??? ?, Siebel
Consultants? sales?? partner ? call center
process?? ?? ??? ??? ?? ???? ???. 3)
Implementation Assistance Services (?? ??
???) -??? ??? ?? ???? ???? ??? ???? ???? ???
????, ?? ??? Siebel eBusiness Application? ?? ???
??? ? ??? ???? ???. 4) Technical and End User
Training (?? ? ?? ?? ???) -Siebel University? ??
??? ??? ?? eBusiness training program? ????
??? 5) Technical Support (?? ?? ???) -24?? ???
????? Siebel Technical Support? ?? ? ??.
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05 References ? Siebel Systems ????,
http//www.siebel.com ? ??? CRM ???? ? ??,
http//kidbs.itfind.or.kr ? CRM? ?? ? ????,
http//kidbs.itfind.or.kr ? e-CRM ?? ?? ??,
http//kidbs.itfind.or.kr
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06 Q A
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Thank You