• Qualcomm-sponsored study shockingly shows Qualcomm’s modems beating Apple’s C1

    Macworld

    A new report shows Android phones outfitted with Qualcomm cellular modems outperforming the iPhone 16e with its own Apple C1 modem. Unfortunately, the limited nature of the tests, combined with the fact that it was commissioned by Qualcomm, means we can’t learn much from it.

    The tests were performed by Cellular Insights, and you can read the summary here or the full report here. The general summary of the results is that the Android devices had download speeds around 35 percent faster than the iPhone 16e, and upload speeds between 81 percent and 91 percent faster.

    That the report was paid for by Qualcomm, of course, makes it suspect, but there are other limitations worth noting.

    First, the report doesn’t let us know which Android phones were tested. It says one is “a 2025 flagship device powered by Snapdragon X80 5G Modem-RF System priced at ” and the other is “a 2024 flagship device powered by Snapdragon X75 5G Modem-RF System priced at ” That narrows it down somewhat, but it’s odd that the iPhone 16e is namedand the Android devices are kept somewhat secret.

    Second, the testing all took place in only three locations in a single small geographical area—the Astoria neighborhood in Queens, New York City. Even our own testing, which we noted was quite limited, managed to test five locations around the greater Sacramento area. Finally, the study exclusively used T-Mobile’s commercial SA 5G network. As with our own testing, which took place only on the Verizon network, looking at a single carriercaptures only a very limited experience.

    A more extensive set of tests comes from Ookla, whose report back in March used data from many users across the country testing with its popular Speedtest app. That report captured the experience on all three major carriers, and interestingly, the gap between the iPhone 16and the iPhone 16ewas widest on, you guessed it, T-Mobile’s network.

    So this test looks slightly suspect. Not only is it paid for by Qualcomm, but it pits the iPhone 16e against unnamed Android phones, in just three locations of a single neighborhood, on the carrier in which Qualcomm’s modems just happen to outperform Apple’s by the widest margin. And it only tests upload and download speeds, not other aspects such as stability when moving within and between cell areas, latency, or power utilization. None of this means the report is false, but it gives the appearance of cherry-picking tests to get the results you want.

    Ultimately, there’s nothing of note here. The C1 modem was never meant to outperform Qualcomm’s best modems, only to provide a comparable experience to mid-tier products with good stability and lower power utilization. Apple’s future modemsare expected to increase performance with each generation, ultimately with the aim of beating Qualcomm’s best offerings in 2026 or 2027.
    #qualcommsponsored #study #shockingly #shows #qualcomms
    Qualcomm-sponsored study shockingly shows Qualcomm’s modems beating Apple’s C1
    Macworld A new report shows Android phones outfitted with Qualcomm cellular modems outperforming the iPhone 16e with its own Apple C1 modem. Unfortunately, the limited nature of the tests, combined with the fact that it was commissioned by Qualcomm, means we can’t learn much from it. The tests were performed by Cellular Insights, and you can read the summary here or the full report here. The general summary of the results is that the Android devices had download speeds around 35 percent faster than the iPhone 16e, and upload speeds between 81 percent and 91 percent faster. That the report was paid for by Qualcomm, of course, makes it suspect, but there are other limitations worth noting. First, the report doesn’t let us know which Android phones were tested. It says one is “a 2025 flagship device powered by Snapdragon X80 5G Modem-RF System priced at ” and the other is “a 2024 flagship device powered by Snapdragon X75 5G Modem-RF System priced at ” That narrows it down somewhat, but it’s odd that the iPhone 16e is namedand the Android devices are kept somewhat secret. Second, the testing all took place in only three locations in a single small geographical area—the Astoria neighborhood in Queens, New York City. Even our own testing, which we noted was quite limited, managed to test five locations around the greater Sacramento area. Finally, the study exclusively used T-Mobile’s commercial SA 5G network. As with our own testing, which took place only on the Verizon network, looking at a single carriercaptures only a very limited experience. A more extensive set of tests comes from Ookla, whose report back in March used data from many users across the country testing with its popular Speedtest app. That report captured the experience on all three major carriers, and interestingly, the gap between the iPhone 16and the iPhone 16ewas widest on, you guessed it, T-Mobile’s network. So this test looks slightly suspect. Not only is it paid for by Qualcomm, but it pits the iPhone 16e against unnamed Android phones, in just three locations of a single neighborhood, on the carrier in which Qualcomm’s modems just happen to outperform Apple’s by the widest margin. And it only tests upload and download speeds, not other aspects such as stability when moving within and between cell areas, latency, or power utilization. None of this means the report is false, but it gives the appearance of cherry-picking tests to get the results you want. Ultimately, there’s nothing of note here. The C1 modem was never meant to outperform Qualcomm’s best modems, only to provide a comparable experience to mid-tier products with good stability and lower power utilization. Apple’s future modemsare expected to increase performance with each generation, ultimately with the aim of beating Qualcomm’s best offerings in 2026 or 2027. #qualcommsponsored #study #shockingly #shows #qualcomms
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    Qualcomm-sponsored study shockingly shows Qualcomm’s modems beating Apple’s C1
    Macworld A new report shows Android phones outfitted with Qualcomm cellular modems outperforming the iPhone 16e with its own Apple C1 modem. Unfortunately, the limited nature of the tests, combined with the fact that it was commissioned by Qualcomm, means we can’t learn much from it. The tests were performed by Cellular Insights, and you can read the summary here or the full report here. The general summary of the results is that the Android devices had download speeds around 35 percent faster than the iPhone 16e, and upload speeds between 81 percent and 91 percent faster. That the report was paid for by Qualcomm, of course, makes it suspect, but there are other limitations worth noting. First, the report doesn’t let us know which Android phones were tested. It says one is “a 2025 flagship device powered by Snapdragon X80 5G Modem-RF System priced at $799” and the other is “a 2024 flagship device powered by Snapdragon X75 5G Modem-RF System priced at $619.” That narrows it down somewhat, but it’s odd that the iPhone 16e is named (the only device with an Apple C1 modem after all) and the Android devices are kept somewhat secret. Second, the testing all took place in only three locations in a single small geographical area—the Astoria neighborhood in Queens, New York City. Even our own testing, which we noted was quite limited, managed to test five locations around the greater Sacramento area. Finally, the study exclusively used T-Mobile’s commercial SA 5G network. As with our own testing, which took place only on the Verizon network, looking at a single carrier (especially only in one neighborhood) captures only a very limited experience. A more extensive set of tests comes from Ookla, whose report back in March used data from many users across the country testing with its popular Speedtest app. That report captured the experience on all three major carriers, and interestingly, the gap between the iPhone 16 (using a Qualcomm modem) and the iPhone 16e (with the Apple C1) was widest on, you guessed it, T-Mobile’s network. So this test looks slightly suspect. Not only is it paid for by Qualcomm, but it pits the $599 iPhone 16e against unnamed Android phones, in just three locations of a single neighborhood, on the carrier in which Qualcomm’s modems just happen to outperform Apple’s by the widest margin. And it only tests upload and download speeds, not other aspects such as stability when moving within and between cell areas, latency, or power utilization. None of this means the report is false, but it gives the appearance of cherry-picking tests to get the results you want. Ultimately, there’s nothing of note here. The C1 modem was never meant to outperform Qualcomm’s best modems, only to provide a comparable experience to mid-tier products with good stability and lower power utilization. Apple’s future modems (C2 and C3, presumably) are expected to increase performance with each generation, ultimately with the aim of beating Qualcomm’s best offerings in 2026 or 2027.
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  • This giant microwave may change the future of war

    Imagine: China deploys hundreds of thousands of autonomous drones in the air, on the sea, and under the water—all armed with explosive warheads or small missiles. These machines descend in a swarm toward military installations on Taiwan and nearby US bases, and over the course of a few hours, a single robotic blitzkrieg overwhelms the US Pacific force before it can even begin to fight back. 

    Maybe it sounds like a new Michael Bay movie, but it’s the scenario that keeps the chief technology officer of the US Army up at night.

    “I’m hesitant to say it out loud so I don’t manifest it,” says Alex Miller, a longtime Army intelligence official who became the CTO to the Army’s chief of staff in 2023.

    Even if World War III doesn’t break out in the South China Sea, every US military installation around the world is vulnerable to the same tactics—as are the militaries of every other country around the world. The proliferation of cheap drones means just about any group with the wherewithal to assemble and launch a swarm could wreak havoc, no expensive jets or massive missile installations required. 

    While the US has precision missiles that can shoot these drones down, they don’t always succeed: A drone attack killed three US soldiers and injured dozens more at a base in the Jordanian desert last year. And each American missile costs orders of magnitude more than its targets, which limits their supply; countering thousand-dollar drones with missiles that cost hundreds of thousands, or even millions, of dollars per shot can only work for so long, even with a defense budget that could reach a trillion dollars next year.

    The US armed forces are now hunting for a solution—and they want it fast. Every branch of the service and a host of defense tech startups are testing out new weapons that promise to disable drones en masse. There are drones that slam into other drones like battering rams; drones that shoot out nets to ensnare quadcopter propellers; precision-guided Gatling guns that simply shoot drones out of the sky; electronic approaches, like GPS jammers and direct hacking tools; and lasers that melt holes clear through a target’s side.

    Then there are the microwaves: high-powered electronic devices that push out kilowatts of power to zap the circuits of a drone as if it were the tinfoil you forgot to take off your leftovers when you heated them up. 

    That’s where Epirus comes in. 

    When I went to visit the HQ of this 185-person startup in Torrance, California, earlier this year, I got a behind-the-scenes look at its massive microwave, called Leonidas, which the US Army is already betting on as a cutting-edge anti-drone weapon. The Army awarded Epirus a million contract in early 2023, topped that up with another million last fall, and is currently deploying a handful of the systems for testing with US troops in the Middle East and the Pacific. 

    Up close, the Leonidas that Epirus built for the Army looks like a two-foot-thick slab of metal the size of a garage door stuck on a swivel mount. Pop the back cover, and you can see that the slab is filled with dozens of individual microwave amplifier units in a grid. Each is about the size of a safe-deposit box and built around a chip made of gallium nitride, a semiconductor that can survive much higher voltages and temperatures than the typical silicon. 

    Leonidas sits on top of a trailer that a standard-issue Army truck can tow, and when it is powered on, the company’s software tells the grid of amps and antennas to shape the electromagnetic waves they’re blasting out with a phased array, precisely overlapping the microwave signals to mold the energy into a focused beam. Instead of needing to physically point a gun or parabolic dish at each of a thousand incoming drones, the Leonidas can flick between them at the speed of software.

    The Leonidas contains dozens of microwave amplifier units and can pivot to direct waves at incoming swarms of drones.EPIRUS

    Of course, this isn’t magic—there are practical limits on how much damage one array can do, and at what range—but the total effect could be described as an electromagnetic pulse emitter, a death ray for electronics, or a force field that could set up a protective barrier around military installations and drop drones the way a bug zapper fizzles a mob of mosquitoes.

    I walked through the nonclassified sections of the Leonidas factory floor, where a cluster of engineers working on weaponeering—the military term for figuring out exactly how much of a weapon, be it high explosive or microwave beam, is necessary to achieve a desired effect—ran tests in a warren of smaller anechoic rooms. Inside, they shot individual microwave units at a broad range of commercial and military drones, cycling through waveforms and power levels to try to find the signal that could fry each one with maximum efficiency. 

    On a live video feed from inside one of these foam-padded rooms, I watched a quadcopter drone spin its propellers and then, once the microwave emitter turned on, instantly stop short—first the propeller on the front left and then the rest. A drone hit with a Leonidas beam doesn’t explode—it just falls.

    Compared with the blast of a missile or the sizzle of a laser, it doesn’t look like much. But it could force enemies to come up with costlier ways of attacking that reduce the advantage of the drone swarm, and it could get around the inherent limitations of purely electronic or strictly physical defense systems. It could save lives.

    Epirus CEO Andy Lowery, a tall guy with sparkplug energy and a rapid-fire southern Illinois twang, doesn’t shy away from talking big about his product. As he told me during my visit, Leonidas is intended to lead a last stand, like the Spartan from whom the microwave takes its name—in this case, against hordes of unmanned aerial vehicles, or UAVs. While the actual range of the Leonidas system is kept secret, Lowery says the Army is looking for a solution that can reliably stop drones within a few kilometers. He told me, “They would like our system to be the owner of that final layer—to get any squeakers, any leakers, anything like that.”

    Now that they’ve told the world they “invented a force field,” Lowery added, the focus is on manufacturing at scale—before the drone swarms really start to descend or a nation with a major military decides to launch a new war. Before, in other words, Miller’s nightmare scenario becomes reality. 

    Why zap?

    Miller remembers well when the danger of small weaponized drones first appeared on his radar. Reports of Islamic State fighters strapping grenades to the bottom of commercial DJI Phantom quadcopters first emerged in late 2016 during the Battle of Mosul. “I went, ‘Oh, this is going to be bad,’ because basically it’s an airborne IED at that point,” he says.

    He’s tracked the danger as it’s built steadily since then, with advances in machine vision, AI coordination software, and suicide drone tactics only accelerating. 

    Then the war in Ukraine showed the world that cheap technology has fundamentally changed how warfare happens. We have watched in high-definition video how a cheap, off-the-shelf drone modified to carry a small bomb can be piloted directly into a faraway truck, tank, or group of troops to devastating effect. And larger suicide drones, also known as “loitering munitions,” can be produced for just tens of thousands of dollars and launched in massive salvos to hit soft targets or overwhelm more advanced military defenses through sheer numbers. 

    As a result, Miller, along with large swaths of the Pentagon and DC policy circles, believes that the current US arsenal for defending against these weapons is just too expensive and the tools in too short supply to truly match the threat.

    Just look at Yemen, a poor country where the Houthi military group has been under constant attack for the past decade. Armed with this new low-tech arsenal, in the past 18 months the rebel group has been able to bomb cargo ships and effectively disrupt global shipping in the Red Sea—part of an effort to apply pressure on Israel to stop its war in Gaza. The Houthis have also used missiles, suicide drones, and even drone boats to launch powerful attacks on US Navy ships sent to stop them.

    The most successful defense tech firm selling anti-drone weapons to the US military right now is Anduril, the company started by Palmer Luckey, the inventor of the Oculus VR headset, and a crew of cofounders from Oculus and defense data giant Palantir. In just the past few months, the Marines have chosen Anduril for counter-drone contracts that could be worth nearly million over the next decade, and the company has been working with Special Operations Command since 2022 on a counter-drone contract that could be worth nearly a billion dollars over a similar time frame. It’s unclear from the contracts what, exactly, Anduril is selling to each organization, but its weapons include electronic warfare jammers, jet-powered drone bombs, and propeller-driven Anvil drones designed to simply smash into enemy drones.

    In this arsenal, the cheapest way to stop a swarm of drones is electronic warfare: jamming the GPS or radio signals used to pilot the machines. But the intense drone battles in Ukraine have advanced the art of jamming and counter-jamming close to the point of stalemate. As a result, a new state of the art is emerging: unjammable drones that operate autonomously by using onboard processors to navigate via internal maps and computer vision, or even drones connected with 20-kilometer-long filaments of fiber-optic cable for tethered control.

    But unjammable doesn’t mean unzappable. Instead of using the scrambling method of a jammer, which employs an antenna to block the drone’s connection to a pilot or remote guidance system, the Leonidas microwave beam hits a drone body broadside. The energy finds its way into something electrical, whether the central flight controller or a tiny wire controlling a flap on a wing, to short-circuit whatever’s available.Tyler Miller, a senior systems engineer on Epirus’s weaponeering team, told me that they never know exactly which part of the target drone is going to go down first, but they’ve reliably seen the microwave signal get in somewhere to overload a circuit. “Based on the geometry and the way the wires are laid out,” he said, one of those wires is going to be the best path in. “Sometimes if we rotate the drone 90 degrees, you have a different motor go down first,” he added.

    The team has even tried wrapping target drones in copper tape, which would theoretically provide shielding, only to find that the microwave still finds a way in through moving propeller shafts or antennas that need to remain exposed for the drone to fly. 

    EPIRUS

    Leonidas also has an edge when it comes to downing a mass of drones at once. Physically hitting a drone out of the sky or lighting it up with a laser can be effective in situations where electronic warfare fails, but anti-drone drones can only take out one at a time, and lasers need to precisely aim and shoot. Epirus’s microwaves can damage everything in a roughly 60-degree arc from the Leonidas emitter simultaneously and keep on zapping and zapping; directed energy systems like this one never run out of ammo.

    As for cost, each Army Leonidas unit currently runs in the “low eight figures,” Lowery told me. Defense contract pricing can be opaque, but Epirus delivered four units for its million initial contract, giving a back-of-napkin price around million each. For comparison, Stinger missiles from Raytheon, which soldiers shoot at enemy aircraft or drones from a shoulder-mounted launcher, cost hundreds of thousands of dollars a pop, meaning the Leonidas could start costing lessafter it downs the first wave of a swarm.

    Raytheon’s radar, reversed

    Epirus is part of a new wave of venture-capital-backed defense companies trying to change the way weapons are created—and the way the Pentagon buys them. The largest defense companies, firms like Raytheon, Boeing, Northrop Grumman, and Lockheed Martin, typically develop new weapons in response to research grants and cost-plus contracts, in which the US Department of Defense guarantees a certain profit margin to firms building products that match their laundry list of technical specifications. These programs have kept the military supplied with cutting-edge weapons for decades, but the results may be exquisite pieces of military machinery delivered years late and billions of dollars over budget.

    Rather than building to minutely detailed specs, the new crop of military contractors aim to produce products on a quick time frame to solve a problem and then fine-tune them as they pitch to the military. The model, pioneered by Palantir and SpaceX, has since propelled companies like Anduril, Shield AI, and dozens of other smaller startups into the business of war as venture capital piles tens of billions of dollars into defense.

    Like Anduril, Epirus has direct Palantir roots; it was cofounded by Joe Lonsdale, who also cofounded Palantir, and John Tenet, Lonsdale’s colleague at the time at his venture fund, 8VC. 

    While Epirus is doing business in the new mode, its roots are in the old—specifically in Raytheon, a pioneer in the field of microwave technology. Cofounded by MIT professor Vannevar Bush in 1922, it manufactured vacuum tubes, like those found in old radios. But the company became synonymous with electronic defense during World War II, when Bush spun up a lab to develop early microwave radar technology invented by the British into a workable product, and Raytheon then began mass-producing microwave tubes—known as magnetrons—for the US war effort. By the end of the war in 1945, Raytheon was making 80% of the magnetrons powering Allied radar across the world.

    From padded foam chambers at the Epirus HQ, Leonidas devices can be safely tested on drones.EPIRUS

    Large tubes remained the best way to emit high-power microwaves for more than half a century, handily outperforming silicon-based solid-state amplifiers. They’re still around—the microwave on your kitchen counter runs on a vacuum tube magnetron. But tubes have downsides: They’re hot, they’re big, and they require upkeep.By the 2000s, new methods of building solid-state amplifiers out of materials like gallium nitride started to mature and were able to handle more power than silicon without melting or shorting out. The US Navy spent hundreds of millions of dollars on cutting-edge microwave contracts, one for a project at Raytheon called Next Generation Jammer—geared specifically toward designing a new way to make high-powered microwaves that work at extremely long distances.

    Lowery, the Epirus CEO, began his career working on nuclear reactors on Navy aircraft carriers before he became the chief engineer for Next Generation Jammer at Raytheon in 2010. There, he and his team worked on a system that relied on many of the same fundamentals that now power the Leonidas—using the same type of amplifier material and antenna setup to fry the electronics of a small target at much closer range rather than disrupting the radar of a target hundreds of miles away. 

    The similarity is not a coincidence: Two engineers from Next Generation Jammer helped launch Epirus in 2018. Lowery—who by then was working at the augmented-reality startup RealWear, which makes industrial smart glasses—joined Epirus in 2021 to run product development and was asked to take the top spot as CEO in 2023, as Leonidas became a fully formed machine. Much of the founding team has since departed for other projects, but Raytheon still runs through the company’s collective CV: ex-Raytheon radar engineer Matt Markel started in January as the new CTO, and Epirus’s chief engineer for defense, its VP of engineering, its VP of operations, and a number of employees all have Raytheon roots as well.

    Markel tells me that the Epirus way of working wouldn’t have flown at one of the big defense contractors: “They never would have tried spinning off the technology into a new application without a contract lined up.” The Epirus engineers saw the use case, raised money to start building Leonidas, and already had prototypes in the works before any military branch started awarding money to work on the project.

    Waiting for the starting gun

    On the wall of Lowery’s office are two mementos from testing days at an Army proving ground: a trophy wing from a larger drone, signed by the whole testing team, and a framed photo documenting the Leonidas’s carnage—a stack of dozens of inoperative drones piled up in a heap. 

    Despite what seems to have been an impressive test show, it’s still impossible from the outside to determine whether Epirus’s tech is ready to fully deliver if the swarms descend. 

    The Army would not comment specifically on the efficacy of any new weapons in testing or early deployment, including the Leonidas system. A spokesperson for the Army’s Rapid Capabilities and Critical Technologies Office, or RCCTO, which is the subsection responsible for contracting with Epirus to date, would only say in a statement that it is “committed to developing and fielding innovative Directed Energy solutions to address evolving threats.” 

    But various high-ranking officers appear to be giving Epirus a public vote of confidence. The three-star general who runs RCCTO and oversaw the Leonidas testing last summer told Breaking Defense that “the system actually worked very well,” even if there was work to be done on “how the weapon system fits into the larger kill chain.”

    And when former secretary of the Army Christine Wormuth, then the service’s highest-ranking civilian, gave a parting interview this past January, she mentioned Epirus in all but name, citing “one company” that is “using high-powered microwaves to basically be able to kill swarms of drones.” She called that kind of capability “critical for the Army.” 

    The Army isn’t the only branch interested in the microwave weapon. On Epirus’s factory floor when I visited, alongside the big beige Leonidases commissioned by the Army, engineers were building a smaller expeditionary version for the Marines, painted green, which it delivered in late April. Videos show that when it put some of its microwave emitters on a dock and tested them out for the Navy last summer, the microwaves left their targets dead in the water—successfully frying the circuits of outboard motors like the ones propelling Houthi drone boats. 

    Epirus is also currently working on an even smaller version of the Leonidas that can mount on top of the Army’s Stryker combat vehicles, and it’s testing out attaching a single microwave unit to a small airborne drone, which could work as a highly focused zapper to disable cars, data centers, or single enemy drones. 

    Epirus’s microwave technology is also being tested in devices smaller than the traditional Leonidas. EPIRUS

    While neither the Army nor the Navy has yet to announce a contract to start buying Epirus’s systems at scale, the company and its investors are actively preparing for the big orders to start rolling in. It raised million in a funding round in early March to get ready to make as many Leonidases as possible in the coming years, adding to the more than million it’s raised since opening its doors in 2018.

    “If you invent a force field that works,” Lowery boasts, “you really get a lot of attention.”

    The task for Epirus now, assuming that its main customers pull the trigger and start buying more Leonidases, is ramping up production while advancing the tech in its systems. Then there are the more prosaic problems of staffing, assembly, and testing at scale. For future generations, Lowery told me, the goal is refining the antenna design and integrating higher-powered microwave amplifiers to push the output into the tens of kilowatts, allowing for increased range and efficacy. 

    While this could be made harder by Trump’s global trade war, Lowery says he’s not worried about their supply chain; while China produces 98% of the world’s gallium, according to the US Geological Survey, and has choked off exports to the US, Epirus’s chip supplier uses recycled gallium from Japan. 

    The other outside challenge may be that Epirus isn’t the only company building a drone zapper. One of China’s state-owned defense companies has been working on its own anti-drone high-powered microwave weapon called the Hurricane, which it displayed at a major military show in late 2024. 

    It may be a sign that anti-electronics force fields will become common among the world’s militaries—and if so, the future of war is unlikely to go back to the status quo ante, and it might zag in a different direction yet again. But military planners believe it’s crucial for the US not to be left behind. So if it works as promised, Epirus could very well change the way that war will play out in the coming decade. 

    While Miller, the Army CTO, can’t speak directly to Epirus or any specific system, he will say that he believes anti-drone measures are going to have to become ubiquitous for US soldiers. “Counter-UASunfortunately is going to be like counter-IED,” he says. “It’s going to be every soldier’s job to think about UAS threats the same way it was to think about IEDs.” 

    And, he adds, it’s his job and his colleagues’ to make sure that tech so effective it works like “almost magic” is in the hands of the average rifleman. To that end, Lowery told me, Epirus is designing the Leonidas control system to work simply for troops, allowing them to identify a cluster of targets and start zapping with just a click of a button—but only extensive use in the field can prove that out.

    Epirus CEO Andy Lowery sees the Leonidas as providing a last line of defense against UAVs.EPIRUS

    In the not-too-distant future, Lowery says, this could mean setting up along the US-Mexico border. But the grandest vision for Epirus’s tech that he says he’s heard is for a city-scale Leonidas along the lines of a ballistic missile defense radar system called PAVE PAWS, which takes up an entire 105-foot-tall building and can detect distant nuclear missile launches. The US set up four in the 1980s, and Taiwan currently has one up on a mountain south of Taipei. Fill a similar-size building full of microwave emitters, and the beam could reach out “10 or 15 miles,” Lowery told me, with one sitting sentinel over Taipei in the north and another over Kaohsiung in the south of Taiwan.

    Riffing in Greek mythological mode, Lowery said of drones, “I call all these mischief makers. Whether they’re doing drugs or guns across the border or they’re flying over Langleythey’re spying on F-35s, they’re all like Icarus. You remember Icarus, with his wax wings? Flying all around—‘Nobody’s going to touch me, nobody’s going to ever hurt me.’”

    “We built one hell of a wax-wing melter.” 

    Sam Dean is a reporter focusing on business, tech, and defense. He is writing a book about the recent history of Silicon Valley returning to work with the Pentagon for Viking Press and covering the defense tech industry for a number of publications. Previously, he was a business reporter at the Los Angeles Times.

    This piece has been updated to clarify that Alex Miller is a civilian intelligence official. 
    #this #giant #microwave #change #future
    This giant microwave may change the future of war
    Imagine: China deploys hundreds of thousands of autonomous drones in the air, on the sea, and under the water—all armed with explosive warheads or small missiles. These machines descend in a swarm toward military installations on Taiwan and nearby US bases, and over the course of a few hours, a single robotic blitzkrieg overwhelms the US Pacific force before it can even begin to fight back.  Maybe it sounds like a new Michael Bay movie, but it’s the scenario that keeps the chief technology officer of the US Army up at night. “I’m hesitant to say it out loud so I don’t manifest it,” says Alex Miller, a longtime Army intelligence official who became the CTO to the Army’s chief of staff in 2023. Even if World War III doesn’t break out in the South China Sea, every US military installation around the world is vulnerable to the same tactics—as are the militaries of every other country around the world. The proliferation of cheap drones means just about any group with the wherewithal to assemble and launch a swarm could wreak havoc, no expensive jets or massive missile installations required.  While the US has precision missiles that can shoot these drones down, they don’t always succeed: A drone attack killed three US soldiers and injured dozens more at a base in the Jordanian desert last year. And each American missile costs orders of magnitude more than its targets, which limits their supply; countering thousand-dollar drones with missiles that cost hundreds of thousands, or even millions, of dollars per shot can only work for so long, even with a defense budget that could reach a trillion dollars next year. The US armed forces are now hunting for a solution—and they want it fast. Every branch of the service and a host of defense tech startups are testing out new weapons that promise to disable drones en masse. There are drones that slam into other drones like battering rams; drones that shoot out nets to ensnare quadcopter propellers; precision-guided Gatling guns that simply shoot drones out of the sky; electronic approaches, like GPS jammers and direct hacking tools; and lasers that melt holes clear through a target’s side. Then there are the microwaves: high-powered electronic devices that push out kilowatts of power to zap the circuits of a drone as if it were the tinfoil you forgot to take off your leftovers when you heated them up.  That’s where Epirus comes in.  When I went to visit the HQ of this 185-person startup in Torrance, California, earlier this year, I got a behind-the-scenes look at its massive microwave, called Leonidas, which the US Army is already betting on as a cutting-edge anti-drone weapon. The Army awarded Epirus a million contract in early 2023, topped that up with another million last fall, and is currently deploying a handful of the systems for testing with US troops in the Middle East and the Pacific.  Up close, the Leonidas that Epirus built for the Army looks like a two-foot-thick slab of metal the size of a garage door stuck on a swivel mount. Pop the back cover, and you can see that the slab is filled with dozens of individual microwave amplifier units in a grid. Each is about the size of a safe-deposit box and built around a chip made of gallium nitride, a semiconductor that can survive much higher voltages and temperatures than the typical silicon.  Leonidas sits on top of a trailer that a standard-issue Army truck can tow, and when it is powered on, the company’s software tells the grid of amps and antennas to shape the electromagnetic waves they’re blasting out with a phased array, precisely overlapping the microwave signals to mold the energy into a focused beam. Instead of needing to physically point a gun or parabolic dish at each of a thousand incoming drones, the Leonidas can flick between them at the speed of software. The Leonidas contains dozens of microwave amplifier units and can pivot to direct waves at incoming swarms of drones.EPIRUS Of course, this isn’t magic—there are practical limits on how much damage one array can do, and at what range—but the total effect could be described as an electromagnetic pulse emitter, a death ray for electronics, or a force field that could set up a protective barrier around military installations and drop drones the way a bug zapper fizzles a mob of mosquitoes. I walked through the nonclassified sections of the Leonidas factory floor, where a cluster of engineers working on weaponeering—the military term for figuring out exactly how much of a weapon, be it high explosive or microwave beam, is necessary to achieve a desired effect—ran tests in a warren of smaller anechoic rooms. Inside, they shot individual microwave units at a broad range of commercial and military drones, cycling through waveforms and power levels to try to find the signal that could fry each one with maximum efficiency.  On a live video feed from inside one of these foam-padded rooms, I watched a quadcopter drone spin its propellers and then, once the microwave emitter turned on, instantly stop short—first the propeller on the front left and then the rest. A drone hit with a Leonidas beam doesn’t explode—it just falls. Compared with the blast of a missile or the sizzle of a laser, it doesn’t look like much. But it could force enemies to come up with costlier ways of attacking that reduce the advantage of the drone swarm, and it could get around the inherent limitations of purely electronic or strictly physical defense systems. It could save lives. Epirus CEO Andy Lowery, a tall guy with sparkplug energy and a rapid-fire southern Illinois twang, doesn’t shy away from talking big about his product. As he told me during my visit, Leonidas is intended to lead a last stand, like the Spartan from whom the microwave takes its name—in this case, against hordes of unmanned aerial vehicles, or UAVs. While the actual range of the Leonidas system is kept secret, Lowery says the Army is looking for a solution that can reliably stop drones within a few kilometers. He told me, “They would like our system to be the owner of that final layer—to get any squeakers, any leakers, anything like that.” Now that they’ve told the world they “invented a force field,” Lowery added, the focus is on manufacturing at scale—before the drone swarms really start to descend or a nation with a major military decides to launch a new war. Before, in other words, Miller’s nightmare scenario becomes reality.  Why zap? Miller remembers well when the danger of small weaponized drones first appeared on his radar. Reports of Islamic State fighters strapping grenades to the bottom of commercial DJI Phantom quadcopters first emerged in late 2016 during the Battle of Mosul. “I went, ‘Oh, this is going to be bad,’ because basically it’s an airborne IED at that point,” he says. He’s tracked the danger as it’s built steadily since then, with advances in machine vision, AI coordination software, and suicide drone tactics only accelerating.  Then the war in Ukraine showed the world that cheap technology has fundamentally changed how warfare happens. We have watched in high-definition video how a cheap, off-the-shelf drone modified to carry a small bomb can be piloted directly into a faraway truck, tank, or group of troops to devastating effect. And larger suicide drones, also known as “loitering munitions,” can be produced for just tens of thousands of dollars and launched in massive salvos to hit soft targets or overwhelm more advanced military defenses through sheer numbers.  As a result, Miller, along with large swaths of the Pentagon and DC policy circles, believes that the current US arsenal for defending against these weapons is just too expensive and the tools in too short supply to truly match the threat. Just look at Yemen, a poor country where the Houthi military group has been under constant attack for the past decade. Armed with this new low-tech arsenal, in the past 18 months the rebel group has been able to bomb cargo ships and effectively disrupt global shipping in the Red Sea—part of an effort to apply pressure on Israel to stop its war in Gaza. The Houthis have also used missiles, suicide drones, and even drone boats to launch powerful attacks on US Navy ships sent to stop them. The most successful defense tech firm selling anti-drone weapons to the US military right now is Anduril, the company started by Palmer Luckey, the inventor of the Oculus VR headset, and a crew of cofounders from Oculus and defense data giant Palantir. In just the past few months, the Marines have chosen Anduril for counter-drone contracts that could be worth nearly million over the next decade, and the company has been working with Special Operations Command since 2022 on a counter-drone contract that could be worth nearly a billion dollars over a similar time frame. It’s unclear from the contracts what, exactly, Anduril is selling to each organization, but its weapons include electronic warfare jammers, jet-powered drone bombs, and propeller-driven Anvil drones designed to simply smash into enemy drones. In this arsenal, the cheapest way to stop a swarm of drones is electronic warfare: jamming the GPS or radio signals used to pilot the machines. But the intense drone battles in Ukraine have advanced the art of jamming and counter-jamming close to the point of stalemate. As a result, a new state of the art is emerging: unjammable drones that operate autonomously by using onboard processors to navigate via internal maps and computer vision, or even drones connected with 20-kilometer-long filaments of fiber-optic cable for tethered control. But unjammable doesn’t mean unzappable. Instead of using the scrambling method of a jammer, which employs an antenna to block the drone’s connection to a pilot or remote guidance system, the Leonidas microwave beam hits a drone body broadside. The energy finds its way into something electrical, whether the central flight controller or a tiny wire controlling a flap on a wing, to short-circuit whatever’s available.Tyler Miller, a senior systems engineer on Epirus’s weaponeering team, told me that they never know exactly which part of the target drone is going to go down first, but they’ve reliably seen the microwave signal get in somewhere to overload a circuit. “Based on the geometry and the way the wires are laid out,” he said, one of those wires is going to be the best path in. “Sometimes if we rotate the drone 90 degrees, you have a different motor go down first,” he added. The team has even tried wrapping target drones in copper tape, which would theoretically provide shielding, only to find that the microwave still finds a way in through moving propeller shafts or antennas that need to remain exposed for the drone to fly.  EPIRUS Leonidas also has an edge when it comes to downing a mass of drones at once. Physically hitting a drone out of the sky or lighting it up with a laser can be effective in situations where electronic warfare fails, but anti-drone drones can only take out one at a time, and lasers need to precisely aim and shoot. Epirus’s microwaves can damage everything in a roughly 60-degree arc from the Leonidas emitter simultaneously and keep on zapping and zapping; directed energy systems like this one never run out of ammo. As for cost, each Army Leonidas unit currently runs in the “low eight figures,” Lowery told me. Defense contract pricing can be opaque, but Epirus delivered four units for its million initial contract, giving a back-of-napkin price around million each. For comparison, Stinger missiles from Raytheon, which soldiers shoot at enemy aircraft or drones from a shoulder-mounted launcher, cost hundreds of thousands of dollars a pop, meaning the Leonidas could start costing lessafter it downs the first wave of a swarm. Raytheon’s radar, reversed Epirus is part of a new wave of venture-capital-backed defense companies trying to change the way weapons are created—and the way the Pentagon buys them. The largest defense companies, firms like Raytheon, Boeing, Northrop Grumman, and Lockheed Martin, typically develop new weapons in response to research grants and cost-plus contracts, in which the US Department of Defense guarantees a certain profit margin to firms building products that match their laundry list of technical specifications. These programs have kept the military supplied with cutting-edge weapons for decades, but the results may be exquisite pieces of military machinery delivered years late and billions of dollars over budget. Rather than building to minutely detailed specs, the new crop of military contractors aim to produce products on a quick time frame to solve a problem and then fine-tune them as they pitch to the military. The model, pioneered by Palantir and SpaceX, has since propelled companies like Anduril, Shield AI, and dozens of other smaller startups into the business of war as venture capital piles tens of billions of dollars into defense. Like Anduril, Epirus has direct Palantir roots; it was cofounded by Joe Lonsdale, who also cofounded Palantir, and John Tenet, Lonsdale’s colleague at the time at his venture fund, 8VC.  While Epirus is doing business in the new mode, its roots are in the old—specifically in Raytheon, a pioneer in the field of microwave technology. Cofounded by MIT professor Vannevar Bush in 1922, it manufactured vacuum tubes, like those found in old radios. But the company became synonymous with electronic defense during World War II, when Bush spun up a lab to develop early microwave radar technology invented by the British into a workable product, and Raytheon then began mass-producing microwave tubes—known as magnetrons—for the US war effort. By the end of the war in 1945, Raytheon was making 80% of the magnetrons powering Allied radar across the world. From padded foam chambers at the Epirus HQ, Leonidas devices can be safely tested on drones.EPIRUS Large tubes remained the best way to emit high-power microwaves for more than half a century, handily outperforming silicon-based solid-state amplifiers. They’re still around—the microwave on your kitchen counter runs on a vacuum tube magnetron. But tubes have downsides: They’re hot, they’re big, and they require upkeep.By the 2000s, new methods of building solid-state amplifiers out of materials like gallium nitride started to mature and were able to handle more power than silicon without melting or shorting out. The US Navy spent hundreds of millions of dollars on cutting-edge microwave contracts, one for a project at Raytheon called Next Generation Jammer—geared specifically toward designing a new way to make high-powered microwaves that work at extremely long distances. Lowery, the Epirus CEO, began his career working on nuclear reactors on Navy aircraft carriers before he became the chief engineer for Next Generation Jammer at Raytheon in 2010. There, he and his team worked on a system that relied on many of the same fundamentals that now power the Leonidas—using the same type of amplifier material and antenna setup to fry the electronics of a small target at much closer range rather than disrupting the radar of a target hundreds of miles away.  The similarity is not a coincidence: Two engineers from Next Generation Jammer helped launch Epirus in 2018. Lowery—who by then was working at the augmented-reality startup RealWear, which makes industrial smart glasses—joined Epirus in 2021 to run product development and was asked to take the top spot as CEO in 2023, as Leonidas became a fully formed machine. Much of the founding team has since departed for other projects, but Raytheon still runs through the company’s collective CV: ex-Raytheon radar engineer Matt Markel started in January as the new CTO, and Epirus’s chief engineer for defense, its VP of engineering, its VP of operations, and a number of employees all have Raytheon roots as well. Markel tells me that the Epirus way of working wouldn’t have flown at one of the big defense contractors: “They never would have tried spinning off the technology into a new application without a contract lined up.” The Epirus engineers saw the use case, raised money to start building Leonidas, and already had prototypes in the works before any military branch started awarding money to work on the project. Waiting for the starting gun On the wall of Lowery’s office are two mementos from testing days at an Army proving ground: a trophy wing from a larger drone, signed by the whole testing team, and a framed photo documenting the Leonidas’s carnage—a stack of dozens of inoperative drones piled up in a heap.  Despite what seems to have been an impressive test show, it’s still impossible from the outside to determine whether Epirus’s tech is ready to fully deliver if the swarms descend.  The Army would not comment specifically on the efficacy of any new weapons in testing or early deployment, including the Leonidas system. A spokesperson for the Army’s Rapid Capabilities and Critical Technologies Office, or RCCTO, which is the subsection responsible for contracting with Epirus to date, would only say in a statement that it is “committed to developing and fielding innovative Directed Energy solutions to address evolving threats.”  But various high-ranking officers appear to be giving Epirus a public vote of confidence. The three-star general who runs RCCTO and oversaw the Leonidas testing last summer told Breaking Defense that “the system actually worked very well,” even if there was work to be done on “how the weapon system fits into the larger kill chain.” And when former secretary of the Army Christine Wormuth, then the service’s highest-ranking civilian, gave a parting interview this past January, she mentioned Epirus in all but name, citing “one company” that is “using high-powered microwaves to basically be able to kill swarms of drones.” She called that kind of capability “critical for the Army.”  The Army isn’t the only branch interested in the microwave weapon. On Epirus’s factory floor when I visited, alongside the big beige Leonidases commissioned by the Army, engineers were building a smaller expeditionary version for the Marines, painted green, which it delivered in late April. Videos show that when it put some of its microwave emitters on a dock and tested them out for the Navy last summer, the microwaves left their targets dead in the water—successfully frying the circuits of outboard motors like the ones propelling Houthi drone boats.  Epirus is also currently working on an even smaller version of the Leonidas that can mount on top of the Army’s Stryker combat vehicles, and it’s testing out attaching a single microwave unit to a small airborne drone, which could work as a highly focused zapper to disable cars, data centers, or single enemy drones.  Epirus’s microwave technology is also being tested in devices smaller than the traditional Leonidas. EPIRUS While neither the Army nor the Navy has yet to announce a contract to start buying Epirus’s systems at scale, the company and its investors are actively preparing for the big orders to start rolling in. It raised million in a funding round in early March to get ready to make as many Leonidases as possible in the coming years, adding to the more than million it’s raised since opening its doors in 2018. “If you invent a force field that works,” Lowery boasts, “you really get a lot of attention.” The task for Epirus now, assuming that its main customers pull the trigger and start buying more Leonidases, is ramping up production while advancing the tech in its systems. Then there are the more prosaic problems of staffing, assembly, and testing at scale. For future generations, Lowery told me, the goal is refining the antenna design and integrating higher-powered microwave amplifiers to push the output into the tens of kilowatts, allowing for increased range and efficacy.  While this could be made harder by Trump’s global trade war, Lowery says he’s not worried about their supply chain; while China produces 98% of the world’s gallium, according to the US Geological Survey, and has choked off exports to the US, Epirus’s chip supplier uses recycled gallium from Japan.  The other outside challenge may be that Epirus isn’t the only company building a drone zapper. One of China’s state-owned defense companies has been working on its own anti-drone high-powered microwave weapon called the Hurricane, which it displayed at a major military show in late 2024.  It may be a sign that anti-electronics force fields will become common among the world’s militaries—and if so, the future of war is unlikely to go back to the status quo ante, and it might zag in a different direction yet again. But military planners believe it’s crucial for the US not to be left behind. So if it works as promised, Epirus could very well change the way that war will play out in the coming decade.  While Miller, the Army CTO, can’t speak directly to Epirus or any specific system, he will say that he believes anti-drone measures are going to have to become ubiquitous for US soldiers. “Counter-UASunfortunately is going to be like counter-IED,” he says. “It’s going to be every soldier’s job to think about UAS threats the same way it was to think about IEDs.”  And, he adds, it’s his job and his colleagues’ to make sure that tech so effective it works like “almost magic” is in the hands of the average rifleman. To that end, Lowery told me, Epirus is designing the Leonidas control system to work simply for troops, allowing them to identify a cluster of targets and start zapping with just a click of a button—but only extensive use in the field can prove that out. Epirus CEO Andy Lowery sees the Leonidas as providing a last line of defense against UAVs.EPIRUS In the not-too-distant future, Lowery says, this could mean setting up along the US-Mexico border. But the grandest vision for Epirus’s tech that he says he’s heard is for a city-scale Leonidas along the lines of a ballistic missile defense radar system called PAVE PAWS, which takes up an entire 105-foot-tall building and can detect distant nuclear missile launches. The US set up four in the 1980s, and Taiwan currently has one up on a mountain south of Taipei. Fill a similar-size building full of microwave emitters, and the beam could reach out “10 or 15 miles,” Lowery told me, with one sitting sentinel over Taipei in the north and another over Kaohsiung in the south of Taiwan. Riffing in Greek mythological mode, Lowery said of drones, “I call all these mischief makers. Whether they’re doing drugs or guns across the border or they’re flying over Langleythey’re spying on F-35s, they’re all like Icarus. You remember Icarus, with his wax wings? Flying all around—‘Nobody’s going to touch me, nobody’s going to ever hurt me.’” “We built one hell of a wax-wing melter.”  Sam Dean is a reporter focusing on business, tech, and defense. He is writing a book about the recent history of Silicon Valley returning to work with the Pentagon for Viking Press and covering the defense tech industry for a number of publications. Previously, he was a business reporter at the Los Angeles Times. This piece has been updated to clarify that Alex Miller is a civilian intelligence official.  #this #giant #microwave #change #future
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    This giant microwave may change the future of war
    Imagine: China deploys hundreds of thousands of autonomous drones in the air, on the sea, and under the water—all armed with explosive warheads or small missiles. These machines descend in a swarm toward military installations on Taiwan and nearby US bases, and over the course of a few hours, a single robotic blitzkrieg overwhelms the US Pacific force before it can even begin to fight back.  Maybe it sounds like a new Michael Bay movie, but it’s the scenario that keeps the chief technology officer of the US Army up at night. “I’m hesitant to say it out loud so I don’t manifest it,” says Alex Miller, a longtime Army intelligence official who became the CTO to the Army’s chief of staff in 2023. Even if World War III doesn’t break out in the South China Sea, every US military installation around the world is vulnerable to the same tactics—as are the militaries of every other country around the world. The proliferation of cheap drones means just about any group with the wherewithal to assemble and launch a swarm could wreak havoc, no expensive jets or massive missile installations required.  While the US has precision missiles that can shoot these drones down, they don’t always succeed: A drone attack killed three US soldiers and injured dozens more at a base in the Jordanian desert last year. And each American missile costs orders of magnitude more than its targets, which limits their supply; countering thousand-dollar drones with missiles that cost hundreds of thousands, or even millions, of dollars per shot can only work for so long, even with a defense budget that could reach a trillion dollars next year. The US armed forces are now hunting for a solution—and they want it fast. Every branch of the service and a host of defense tech startups are testing out new weapons that promise to disable drones en masse. There are drones that slam into other drones like battering rams; drones that shoot out nets to ensnare quadcopter propellers; precision-guided Gatling guns that simply shoot drones out of the sky; electronic approaches, like GPS jammers and direct hacking tools; and lasers that melt holes clear through a target’s side. Then there are the microwaves: high-powered electronic devices that push out kilowatts of power to zap the circuits of a drone as if it were the tinfoil you forgot to take off your leftovers when you heated them up.  That’s where Epirus comes in.  When I went to visit the HQ of this 185-person startup in Torrance, California, earlier this year, I got a behind-the-scenes look at its massive microwave, called Leonidas, which the US Army is already betting on as a cutting-edge anti-drone weapon. The Army awarded Epirus a $66 million contract in early 2023, topped that up with another $17 million last fall, and is currently deploying a handful of the systems for testing with US troops in the Middle East and the Pacific. (The Army won’t get into specifics on the location of the weapons in the Middle East but published a report of a live-fire test in the Philippines in early May.)  Up close, the Leonidas that Epirus built for the Army looks like a two-foot-thick slab of metal the size of a garage door stuck on a swivel mount. Pop the back cover, and you can see that the slab is filled with dozens of individual microwave amplifier units in a grid. Each is about the size of a safe-deposit box and built around a chip made of gallium nitride, a semiconductor that can survive much higher voltages and temperatures than the typical silicon.  Leonidas sits on top of a trailer that a standard-issue Army truck can tow, and when it is powered on, the company’s software tells the grid of amps and antennas to shape the electromagnetic waves they’re blasting out with a phased array, precisely overlapping the microwave signals to mold the energy into a focused beam. Instead of needing to physically point a gun or parabolic dish at each of a thousand incoming drones, the Leonidas can flick between them at the speed of software. The Leonidas contains dozens of microwave amplifier units and can pivot to direct waves at incoming swarms of drones.EPIRUS Of course, this isn’t magic—there are practical limits on how much damage one array can do, and at what range—but the total effect could be described as an electromagnetic pulse emitter, a death ray for electronics, or a force field that could set up a protective barrier around military installations and drop drones the way a bug zapper fizzles a mob of mosquitoes. I walked through the nonclassified sections of the Leonidas factory floor, where a cluster of engineers working on weaponeering—the military term for figuring out exactly how much of a weapon, be it high explosive or microwave beam, is necessary to achieve a desired effect—ran tests in a warren of smaller anechoic rooms. Inside, they shot individual microwave units at a broad range of commercial and military drones, cycling through waveforms and power levels to try to find the signal that could fry each one with maximum efficiency.  On a live video feed from inside one of these foam-padded rooms, I watched a quadcopter drone spin its propellers and then, once the microwave emitter turned on, instantly stop short—first the propeller on the front left and then the rest. A drone hit with a Leonidas beam doesn’t explode—it just falls. Compared with the blast of a missile or the sizzle of a laser, it doesn’t look like much. But it could force enemies to come up with costlier ways of attacking that reduce the advantage of the drone swarm, and it could get around the inherent limitations of purely electronic or strictly physical defense systems. It could save lives. Epirus CEO Andy Lowery, a tall guy with sparkplug energy and a rapid-fire southern Illinois twang, doesn’t shy away from talking big about his product. As he told me during my visit, Leonidas is intended to lead a last stand, like the Spartan from whom the microwave takes its name—in this case, against hordes of unmanned aerial vehicles, or UAVs. While the actual range of the Leonidas system is kept secret, Lowery says the Army is looking for a solution that can reliably stop drones within a few kilometers. He told me, “They would like our system to be the owner of that final layer—to get any squeakers, any leakers, anything like that.” Now that they’ve told the world they “invented a force field,” Lowery added, the focus is on manufacturing at scale—before the drone swarms really start to descend or a nation with a major military decides to launch a new war. Before, in other words, Miller’s nightmare scenario becomes reality.  Why zap? Miller remembers well when the danger of small weaponized drones first appeared on his radar. Reports of Islamic State fighters strapping grenades to the bottom of commercial DJI Phantom quadcopters first emerged in late 2016 during the Battle of Mosul. “I went, ‘Oh, this is going to be bad,’ because basically it’s an airborne IED at that point,” he says. He’s tracked the danger as it’s built steadily since then, with advances in machine vision, AI coordination software, and suicide drone tactics only accelerating.  Then the war in Ukraine showed the world that cheap technology has fundamentally changed how warfare happens. We have watched in high-definition video how a cheap, off-the-shelf drone modified to carry a small bomb can be piloted directly into a faraway truck, tank, or group of troops to devastating effect. And larger suicide drones, also known as “loitering munitions,” can be produced for just tens of thousands of dollars and launched in massive salvos to hit soft targets or overwhelm more advanced military defenses through sheer numbers.  As a result, Miller, along with large swaths of the Pentagon and DC policy circles, believes that the current US arsenal for defending against these weapons is just too expensive and the tools in too short supply to truly match the threat. Just look at Yemen, a poor country where the Houthi military group has been under constant attack for the past decade. Armed with this new low-tech arsenal, in the past 18 months the rebel group has been able to bomb cargo ships and effectively disrupt global shipping in the Red Sea—part of an effort to apply pressure on Israel to stop its war in Gaza. The Houthis have also used missiles, suicide drones, and even drone boats to launch powerful attacks on US Navy ships sent to stop them. The most successful defense tech firm selling anti-drone weapons to the US military right now is Anduril, the company started by Palmer Luckey, the inventor of the Oculus VR headset, and a crew of cofounders from Oculus and defense data giant Palantir. In just the past few months, the Marines have chosen Anduril for counter-drone contracts that could be worth nearly $850 million over the next decade, and the company has been working with Special Operations Command since 2022 on a counter-drone contract that could be worth nearly a billion dollars over a similar time frame. It’s unclear from the contracts what, exactly, Anduril is selling to each organization, but its weapons include electronic warfare jammers, jet-powered drone bombs, and propeller-driven Anvil drones designed to simply smash into enemy drones. In this arsenal, the cheapest way to stop a swarm of drones is electronic warfare: jamming the GPS or radio signals used to pilot the machines. But the intense drone battles in Ukraine have advanced the art of jamming and counter-jamming close to the point of stalemate. As a result, a new state of the art is emerging: unjammable drones that operate autonomously by using onboard processors to navigate via internal maps and computer vision, or even drones connected with 20-kilometer-long filaments of fiber-optic cable for tethered control. But unjammable doesn’t mean unzappable. Instead of using the scrambling method of a jammer, which employs an antenna to block the drone’s connection to a pilot or remote guidance system, the Leonidas microwave beam hits a drone body broadside. The energy finds its way into something electrical, whether the central flight controller or a tiny wire controlling a flap on a wing, to short-circuit whatever’s available. (The company also says that this targeted hit of energy allows birds and other wildlife to continue to move safely.) Tyler Miller, a senior systems engineer on Epirus’s weaponeering team, told me that they never know exactly which part of the target drone is going to go down first, but they’ve reliably seen the microwave signal get in somewhere to overload a circuit. “Based on the geometry and the way the wires are laid out,” he said, one of those wires is going to be the best path in. “Sometimes if we rotate the drone 90 degrees, you have a different motor go down first,” he added. The team has even tried wrapping target drones in copper tape, which would theoretically provide shielding, only to find that the microwave still finds a way in through moving propeller shafts or antennas that need to remain exposed for the drone to fly.  EPIRUS Leonidas also has an edge when it comes to downing a mass of drones at once. Physically hitting a drone out of the sky or lighting it up with a laser can be effective in situations where electronic warfare fails, but anti-drone drones can only take out one at a time, and lasers need to precisely aim and shoot. Epirus’s microwaves can damage everything in a roughly 60-degree arc from the Leonidas emitter simultaneously and keep on zapping and zapping; directed energy systems like this one never run out of ammo. As for cost, each Army Leonidas unit currently runs in the “low eight figures,” Lowery told me. Defense contract pricing can be opaque, but Epirus delivered four units for its $66 million initial contract, giving a back-of-napkin price around $16.5 million each. For comparison, Stinger missiles from Raytheon, which soldiers shoot at enemy aircraft or drones from a shoulder-mounted launcher, cost hundreds of thousands of dollars a pop, meaning the Leonidas could start costing less (and keep shooting) after it downs the first wave of a swarm. Raytheon’s radar, reversed Epirus is part of a new wave of venture-capital-backed defense companies trying to change the way weapons are created—and the way the Pentagon buys them. The largest defense companies, firms like Raytheon, Boeing, Northrop Grumman, and Lockheed Martin, typically develop new weapons in response to research grants and cost-plus contracts, in which the US Department of Defense guarantees a certain profit margin to firms building products that match their laundry list of technical specifications. These programs have kept the military supplied with cutting-edge weapons for decades, but the results may be exquisite pieces of military machinery delivered years late and billions of dollars over budget. Rather than building to minutely detailed specs, the new crop of military contractors aim to produce products on a quick time frame to solve a problem and then fine-tune them as they pitch to the military. The model, pioneered by Palantir and SpaceX, has since propelled companies like Anduril, Shield AI, and dozens of other smaller startups into the business of war as venture capital piles tens of billions of dollars into defense. Like Anduril, Epirus has direct Palantir roots; it was cofounded by Joe Lonsdale, who also cofounded Palantir, and John Tenet, Lonsdale’s colleague at the time at his venture fund, 8VC. (Tenet, the son of former CIA director George Tenet, may have inspired the company’s name—the elder Tenet’s parents were born in the Epirus region in the northwest of Greece. But the company more often says it’s a reference to the pseudo-mythological Epirus Bow from the 2011 fantasy action movie Immortals, which never runs out of arrows.)  While Epirus is doing business in the new mode, its roots are in the old—specifically in Raytheon, a pioneer in the field of microwave technology. Cofounded by MIT professor Vannevar Bush in 1922, it manufactured vacuum tubes, like those found in old radios. But the company became synonymous with electronic defense during World War II, when Bush spun up a lab to develop early microwave radar technology invented by the British into a workable product, and Raytheon then began mass-producing microwave tubes—known as magnetrons—for the US war effort. By the end of the war in 1945, Raytheon was making 80% of the magnetrons powering Allied radar across the world. From padded foam chambers at the Epirus HQ, Leonidas devices can be safely tested on drones.EPIRUS Large tubes remained the best way to emit high-power microwaves for more than half a century, handily outperforming silicon-based solid-state amplifiers. They’re still around—the microwave on your kitchen counter runs on a vacuum tube magnetron. But tubes have downsides: They’re hot, they’re big, and they require upkeep. (In fact, the other microwave drone zapper currently in the Pentagon pipeline, the Tactical High-power Operational Responder, or THOR, still relies on a physical vacuum tube. It’s reported to be effective at downing drones in tests but takes up a whole shipping container and needs a dish antenna to zap its targets.) By the 2000s, new methods of building solid-state amplifiers out of materials like gallium nitride started to mature and were able to handle more power than silicon without melting or shorting out. The US Navy spent hundreds of millions of dollars on cutting-edge microwave contracts, one for a project at Raytheon called Next Generation Jammer—geared specifically toward designing a new way to make high-powered microwaves that work at extremely long distances. Lowery, the Epirus CEO, began his career working on nuclear reactors on Navy aircraft carriers before he became the chief engineer for Next Generation Jammer at Raytheon in 2010. There, he and his team worked on a system that relied on many of the same fundamentals that now power the Leonidas—using the same type of amplifier material and antenna setup to fry the electronics of a small target at much closer range rather than disrupting the radar of a target hundreds of miles away.  The similarity is not a coincidence: Two engineers from Next Generation Jammer helped launch Epirus in 2018. Lowery—who by then was working at the augmented-reality startup RealWear, which makes industrial smart glasses—joined Epirus in 2021 to run product development and was asked to take the top spot as CEO in 2023, as Leonidas became a fully formed machine. Much of the founding team has since departed for other projects, but Raytheon still runs through the company’s collective CV: ex-Raytheon radar engineer Matt Markel started in January as the new CTO, and Epirus’s chief engineer for defense, its VP of engineering, its VP of operations, and a number of employees all have Raytheon roots as well. Markel tells me that the Epirus way of working wouldn’t have flown at one of the big defense contractors: “They never would have tried spinning off the technology into a new application without a contract lined up.” The Epirus engineers saw the use case, raised money to start building Leonidas, and already had prototypes in the works before any military branch started awarding money to work on the project. Waiting for the starting gun On the wall of Lowery’s office are two mementos from testing days at an Army proving ground: a trophy wing from a larger drone, signed by the whole testing team, and a framed photo documenting the Leonidas’s carnage—a stack of dozens of inoperative drones piled up in a heap.  Despite what seems to have been an impressive test show, it’s still impossible from the outside to determine whether Epirus’s tech is ready to fully deliver if the swarms descend.  The Army would not comment specifically on the efficacy of any new weapons in testing or early deployment, including the Leonidas system. A spokesperson for the Army’s Rapid Capabilities and Critical Technologies Office, or RCCTO, which is the subsection responsible for contracting with Epirus to date, would only say in a statement that it is “committed to developing and fielding innovative Directed Energy solutions to address evolving threats.”  But various high-ranking officers appear to be giving Epirus a public vote of confidence. The three-star general who runs RCCTO and oversaw the Leonidas testing last summer told Breaking Defense that “the system actually worked very well,” even if there was work to be done on “how the weapon system fits into the larger kill chain.” And when former secretary of the Army Christine Wormuth, then the service’s highest-ranking civilian, gave a parting interview this past January, she mentioned Epirus in all but name, citing “one company” that is “using high-powered microwaves to basically be able to kill swarms of drones.” She called that kind of capability “critical for the Army.”  The Army isn’t the only branch interested in the microwave weapon. On Epirus’s factory floor when I visited, alongside the big beige Leonidases commissioned by the Army, engineers were building a smaller expeditionary version for the Marines, painted green, which it delivered in late April. Videos show that when it put some of its microwave emitters on a dock and tested them out for the Navy last summer, the microwaves left their targets dead in the water—successfully frying the circuits of outboard motors like the ones propelling Houthi drone boats.  Epirus is also currently working on an even smaller version of the Leonidas that can mount on top of the Army’s Stryker combat vehicles, and it’s testing out attaching a single microwave unit to a small airborne drone, which could work as a highly focused zapper to disable cars, data centers, or single enemy drones.  Epirus’s microwave technology is also being tested in devices smaller than the traditional Leonidas. EPIRUS While neither the Army nor the Navy has yet to announce a contract to start buying Epirus’s systems at scale, the company and its investors are actively preparing for the big orders to start rolling in. It raised $250 million in a funding round in early March to get ready to make as many Leonidases as possible in the coming years, adding to the more than $300 million it’s raised since opening its doors in 2018. “If you invent a force field that works,” Lowery boasts, “you really get a lot of attention.” The task for Epirus now, assuming that its main customers pull the trigger and start buying more Leonidases, is ramping up production while advancing the tech in its systems. Then there are the more prosaic problems of staffing, assembly, and testing at scale. For future generations, Lowery told me, the goal is refining the antenna design and integrating higher-powered microwave amplifiers to push the output into the tens of kilowatts, allowing for increased range and efficacy.  While this could be made harder by Trump’s global trade war, Lowery says he’s not worried about their supply chain; while China produces 98% of the world’s gallium, according to the US Geological Survey, and has choked off exports to the US, Epirus’s chip supplier uses recycled gallium from Japan.  The other outside challenge may be that Epirus isn’t the only company building a drone zapper. One of China’s state-owned defense companies has been working on its own anti-drone high-powered microwave weapon called the Hurricane, which it displayed at a major military show in late 2024.  It may be a sign that anti-electronics force fields will become common among the world’s militaries—and if so, the future of war is unlikely to go back to the status quo ante, and it might zag in a different direction yet again. But military planners believe it’s crucial for the US not to be left behind. So if it works as promised, Epirus could very well change the way that war will play out in the coming decade.  While Miller, the Army CTO, can’t speak directly to Epirus or any specific system, he will say that he believes anti-drone measures are going to have to become ubiquitous for US soldiers. “Counter-UAS [Unmanned Aircraft System] unfortunately is going to be like counter-IED,” he says. “It’s going to be every soldier’s job to think about UAS threats the same way it was to think about IEDs.”  And, he adds, it’s his job and his colleagues’ to make sure that tech so effective it works like “almost magic” is in the hands of the average rifleman. To that end, Lowery told me, Epirus is designing the Leonidas control system to work simply for troops, allowing them to identify a cluster of targets and start zapping with just a click of a button—but only extensive use in the field can prove that out. Epirus CEO Andy Lowery sees the Leonidas as providing a last line of defense against UAVs.EPIRUS In the not-too-distant future, Lowery says, this could mean setting up along the US-Mexico border. But the grandest vision for Epirus’s tech that he says he’s heard is for a city-scale Leonidas along the lines of a ballistic missile defense radar system called PAVE PAWS, which takes up an entire 105-foot-tall building and can detect distant nuclear missile launches. The US set up four in the 1980s, and Taiwan currently has one up on a mountain south of Taipei. Fill a similar-size building full of microwave emitters, and the beam could reach out “10 or 15 miles,” Lowery told me, with one sitting sentinel over Taipei in the north and another over Kaohsiung in the south of Taiwan. Riffing in Greek mythological mode, Lowery said of drones, “I call all these mischief makers. Whether they’re doing drugs or guns across the border or they’re flying over Langley [or] they’re spying on F-35s, they’re all like Icarus. You remember Icarus, with his wax wings? Flying all around—‘Nobody’s going to touch me, nobody’s going to ever hurt me.’” “We built one hell of a wax-wing melter.”  Sam Dean is a reporter focusing on business, tech, and defense. He is writing a book about the recent history of Silicon Valley returning to work with the Pentagon for Viking Press and covering the defense tech industry for a number of publications. Previously, he was a business reporter at the Los Angeles Times. This piece has been updated to clarify that Alex Miller is a civilian intelligence official. 
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  • What's New on Paramount+ With Showtime in June 2025

    Paramount+ has a lighter lineup of original content in June, though the platform will stream the live broadcast of the 78th annual Tony Awards from Radio City Music Hall in New York City. The show, hosted by Wicked's Cynthia Erivo, will air live on June 8 for Paramount+ With Showtime subscribers—other viewers can watch on-demand the next day. Other content available for Paramount+ With Showtime users is Love Me, a post-apocalyptic romance starring Kristen Steward and Steven Yeun, and Noah's Arc: The Movie, 20 years after the titular show first debuted. Darryl Stephens, Rodney Chester, Doug Spearman, Christian Vincent, Jensen Atwood, and Wilson Cruz are set to reprise their roles.

    Here’s everything else coming to the service in June. Note that titles with an asterisk are exclusive to Paramount+ With Showtime; everything else is also available to subscribers on the ad-supported plan. Those with two asterisks are available to Paramount+ With Showtime users streaming live on CBS and to all subscribers the following day.Paramount+ Originals and premieres coming in June 2025Available June 8The 78th Annual Tony Awards**Available June 16Love Me*Available June 20Noah's Arc: The Movie,* premiereTV shows coming to Paramount+ in June 2025Available June 4SpongeBob SquarePantsAvailable June 11The Really Loud HouseAvailable June 22Nickelodeon Kids' Choice AwardsAvailable June 25The Patrick Star ShowIce Airport AlaskaThe Last CowboyMovies coming to Paramount+ in June 2025Available June 13:10 to Yuma*12 Years a Slave Bad News Bears BlacKkKlansmanBoogie NightsBut I'm a CheerleaderCall Me By Your NameCarolCarriersCenter StageChanging LanesChasing AmyCloverfieldCrawlspaceDaddy Day CampDance FlickDog Day AfternoonDouble Jeopardy Eagle Eye ElfEnemy at the Gates EuroTripEverybody's Fine ExtractFirst Blood HeatwaveHow She MoveHow to Lose a Guy in 10 Days Imagine That In & OutIndiana Jones and the Kingdom of the Crystal SkullIndiana Jones and the Last CrusadeIndiana Jones and the Raiders of the Lost Ark Indiana Jones and the Temple of DoomJawbreakerKinky BootsLaw of DesireLayer Cake Light of My LifeLike a BossMarathon ManMastermindsMilitary Wives*Naked Gun 33 1/3: The Final InsultNo Country for Old MenOrange CountyOverdrivePretty In PinkPulp Fiction Racing with the MoonRambo IIIRambo: First Blood Part II RED* Reservoir Dogs Risky Business Road Trip Run & Gun Saturday Night FeverSave the Last Dance School Ties Scouts Guide to the Zombie Apocalypse She's All That Sky Captain and the World of Tomorrow Stand By Me Teen Titans GO! To the Movies The Autopsy of Jane Doe* The Crossing Guard The Dictator The Fighting Temptations The GamblerThe General's DaughterThe Girl Next Door The Godfather The Godfather Part II The Godfather Coda: The Death of Michael Corleone The Hunt for Red OctoberThe Ides of March The Kings of SummerThe Last Samurai The Lovely Bones The Naked Gun 2 1/2: The Smell of FearThe Naked Gun: From The Files of Police Squad! The Nice Guys The Other Woman* The People vs. Larry Flynt The Running ManThe ShootistThe Space Between Us* The Untouchables Tigerland Tommy BoyTootsie Total RecallTrue Grit Whiplash Without a Paddle xXxZola Available June 5Lions for Lambs*
    #what039s #new #paramount #with #showtime
    What's New on Paramount+ With Showtime in June 2025
    Paramount+ has a lighter lineup of original content in June, though the platform will stream the live broadcast of the 78th annual Tony Awards from Radio City Music Hall in New York City. The show, hosted by Wicked's Cynthia Erivo, will air live on June 8 for Paramount+ With Showtime subscribers—other viewers can watch on-demand the next day. Other content available for Paramount+ With Showtime users is Love Me, a post-apocalyptic romance starring Kristen Steward and Steven Yeun, and Noah's Arc: The Movie, 20 years after the titular show first debuted. Darryl Stephens, Rodney Chester, Doug Spearman, Christian Vincent, Jensen Atwood, and Wilson Cruz are set to reprise their roles. Here’s everything else coming to the service in June. Note that titles with an asterisk are exclusive to Paramount+ With Showtime; everything else is also available to subscribers on the ad-supported plan. Those with two asterisks are available to Paramount+ With Showtime users streaming live on CBS and to all subscribers the following day.Paramount+ Originals and premieres coming in June 2025Available June 8The 78th Annual Tony Awards**Available June 16Love Me*Available June 20Noah's Arc: The Movie,* premiereTV shows coming to Paramount+ in June 2025Available June 4SpongeBob SquarePantsAvailable June 11The Really Loud HouseAvailable June 22Nickelodeon Kids' Choice AwardsAvailable June 25The Patrick Star ShowIce Airport AlaskaThe Last CowboyMovies coming to Paramount+ in June 2025Available June 13:10 to Yuma*12 Years a Slave Bad News Bears BlacKkKlansmanBoogie NightsBut I'm a CheerleaderCall Me By Your NameCarolCarriersCenter StageChanging LanesChasing AmyCloverfieldCrawlspaceDaddy Day CampDance FlickDog Day AfternoonDouble Jeopardy Eagle Eye ElfEnemy at the Gates EuroTripEverybody's Fine ExtractFirst Blood HeatwaveHow She MoveHow to Lose a Guy in 10 Days Imagine That In & OutIndiana Jones and the Kingdom of the Crystal SkullIndiana Jones and the Last CrusadeIndiana Jones and the Raiders of the Lost Ark Indiana Jones and the Temple of DoomJawbreakerKinky BootsLaw of DesireLayer Cake Light of My LifeLike a BossMarathon ManMastermindsMilitary Wives*Naked Gun 33 1/3: The Final InsultNo Country for Old MenOrange CountyOverdrivePretty In PinkPulp Fiction Racing with the MoonRambo IIIRambo: First Blood Part II RED* Reservoir Dogs Risky Business Road Trip Run & Gun Saturday Night FeverSave the Last Dance School Ties Scouts Guide to the Zombie Apocalypse She's All That Sky Captain and the World of Tomorrow Stand By Me Teen Titans GO! To the Movies The Autopsy of Jane Doe* The Crossing Guard The Dictator The Fighting Temptations The GamblerThe General's DaughterThe Girl Next Door The Godfather The Godfather Part II The Godfather Coda: The Death of Michael Corleone The Hunt for Red OctoberThe Ides of March The Kings of SummerThe Last Samurai The Lovely Bones The Naked Gun 2 1/2: The Smell of FearThe Naked Gun: From The Files of Police Squad! The Nice Guys The Other Woman* The People vs. Larry Flynt The Running ManThe ShootistThe Space Between Us* The Untouchables Tigerland Tommy BoyTootsie Total RecallTrue Grit Whiplash Without a Paddle xXxZola Available June 5Lions for Lambs* #what039s #new #paramount #with #showtime
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    What's New on Paramount+ With Showtime in June 2025
    Paramount+ has a lighter lineup of original content in June, though the platform will stream the live broadcast of the 78th annual Tony Awards from Radio City Music Hall in New York City. The show, hosted by Wicked's Cynthia Erivo, will air live on June 8 for Paramount+ With Showtime subscribers—other viewers can watch on-demand the next day. Other content available for Paramount+ With Showtime users is Love Me (June 16), a post-apocalyptic romance starring Kristen Steward and Steven Yeun, and Noah's Arc: The Movie (June 20), 20 years after the titular show first debuted. Darryl Stephens, Rodney Chester, Doug Spearman, Christian Vincent, Jensen Atwood, and Wilson Cruz are set to reprise their roles. Here’s everything else coming to the service in June. Note that titles with an asterisk are exclusive to Paramount+ With Showtime; everything else is also available to subscribers on the ad-supported plan. Those with two asterisks are available to Paramount+ With Showtime users streaming live on CBS and to all subscribers the following day.Paramount+ Originals and premieres coming in June 2025Available June 8The 78th Annual Tony Awards**Available June 16Love Me*Available June 20Noah's Arc: The Movie,* premiereTV shows coming to Paramount+ in June 2025Available June 4SpongeBob SquarePants (season 14) Available June 11The Really Loud House (season 2) Available June 22Nickelodeon Kids' Choice Awards (on-demand) Available June 25The Patrick Star Show (season 3) Ice Airport Alaska (season 5) The Last Cowboy (season 5) Movies coming to Paramount+ in June 2025Available June 13:10 to Yuma*12 Years a Slave Bad News Bears BlacKkKlansmanBoogie NightsBut I'm a CheerleaderCall Me By Your NameCarolCarriersCenter StageChanging LanesChasing AmyCloverfieldCrawlspaceDaddy Day CampDance FlickDog Day AfternoonDouble Jeopardy Eagle Eye ElfEnemy at the Gates EuroTripEverybody's Fine ExtractFirst Blood HeatwaveHow She MoveHow to Lose a Guy in 10 Days Imagine That In & OutIndiana Jones and the Kingdom of the Crystal SkullIndiana Jones and the Last CrusadeIndiana Jones and the Raiders of the Lost Ark Indiana Jones and the Temple of DoomJawbreakerKinky BootsLaw of DesireLayer Cake Light of My LifeLike a BossMarathon ManMastermindsMilitary Wives*Naked Gun 33 1/3: The Final InsultNo Country for Old MenOrange CountyOverdrivePretty In PinkPulp Fiction Racing with the MoonRambo IIIRambo: First Blood Part II RED* Reservoir Dogs Risky Business Road Trip Run & Gun Saturday Night FeverSave the Last Dance School Ties Scouts Guide to the Zombie Apocalypse She's All That Sky Captain and the World of Tomorrow Stand By Me Teen Titans GO! To the Movies The Autopsy of Jane Doe* The Crossing Guard The Dictator The Fighting Temptations The GamblerThe General's DaughterThe Girl Next Door The Godfather The Godfather Part II The Godfather Coda: The Death of Michael Corleone The Hunt for Red OctoberThe Ides of March The Kings of SummerThe Last Samurai The Lovely Bones The Naked Gun 2 1/2: The Smell of FearThe Naked Gun: From The Files of Police Squad! The Nice Guys The Other Woman* The People vs. Larry Flynt The Running ManThe ShootistThe Space Between Us* The Untouchables Tigerland Tommy BoyTootsie Total Recall (1990) True Grit Whiplash Without a Paddle xXxZola Available June 5Lions for Lambs*
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  • Senior Product Manager at Unity

    Senior Product ManagerUnityTel Aviv, Israel48 minutes agoApplyThe opportunityAt Aura, we build applications that enable mobile carriers to connect with their subscribers, providing opportunities to discover new apps and value-added services. We’re looking for an experienced Senior Product Manager to join our product team and lead the development of our core backend infrastructure and PlatformThe products you will lead are the technical backbone of our ecosystem, powering real-time decisioning and enabling scalable, flexible serving and management. In this role, you’ll work closely with Engineering, Data, Business, and Operations teams to build high-performance, reliable systems that support massive scale and ever-evolving business needs.What you'll be doingOwn the product vision, strategy, and execution for our Delivery Service and Backend Platform.Identify and define strategic product opportunities that support our growth and operational excellence goals.Translate complex business and operational needs into scalable backend capabilities and intuitive configuration flows.Collaborate daily with Business, R&D and Data teams to plan and deliver initiatives, resolve challenges, and continuously optimize backend system architecture.Write and maintain clear product specs and API documentation, and manage ongoing releases in a fast-paced agile environment.Serve as the go-to person for product-related decisions across the full development lifecycle — from planning to rollout and iteration.Proactively gather input and feedback from internal usersand convert it into prioritized product work.What we're looking forProduct management experience.A strong sense of ownership — you’re equally comfortable defining high-level strategy and sweating the technical details.Proven ability to manage cross-functional stakeholders and drive alignment between technical and non-technical teams.Ability to break down complex problems and communicate clearly, whether with developers or executives.Excellent English — verbal, written, and presentation.You might also haveExperience in ad-tech, real-time systems, or other performance-critical backend environments.Knowledge and hands-on SQL experience.Additional informationRelocation support is not available for this position.Life at UnityUnityis the leading platform to create and grow games and interactive experiences. Creators, ranging from game developers to artists, architects, automotive designers, infrastructure experts, filmmakers, and more, use Unity to bring their imaginations to life across multiple platforms, from mobile, PC, and console, to spatial computing.As of the third quarter of 2024, more than 70% of the top 1,000 mobile games were made with Unity, and in 2024, Made with Unity applications had an average of 3.7 billion downloads per month. For more information, please visit Unity.Unity is a proud equal opportunity employer. We are committed to fostering an inclusive, innovative environment and celebrate our employees across age, race, color, ancestry, national origin, religion, disability, sex, gender identity or expression, sexual orientation, or any other protected status in accordance with applicable law. Our differences are strengths that enable us to support the growing and evolving needs of our customers, partners, and collaborators. If there are preparations or accommodations we can make to help ensure you have a comfortable and positive interview experience, please fill out this form to let us know.This position requires the incumbent to have a sufficient knowledge of English to have professional verbal and written exchanges in this language since the performance of the duties related to this position requires frequent and regular communication with colleagues and partners located worldwide and whose common language is English.Headhunters and recruitment agencies may not submit resumes/CVs through this website or directly to managers. Unity does not accept unsolicited headhunter and agency resumes. Unity will not pay fees to any third-party agency or company that does not have a signed agreement with Unity.Your privacy is important to us. Please take a moment to review our Prospect Privacy Policy and Applicant Privacy Policy. Should you have any concerns about your privacy, please contact us at DPO@unity.com.#SEN #LI-SC1
    Create Your Profile — Game companies can contact you with their relevant job openings.
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    #senior #product #manager #unity
    Senior Product Manager at Unity
    Senior Product ManagerUnityTel Aviv, Israel48 minutes agoApplyThe opportunityAt Aura, we build applications that enable mobile carriers to connect with their subscribers, providing opportunities to discover new apps and value-added services. We’re looking for an experienced Senior Product Manager to join our product team and lead the development of our core backend infrastructure and PlatformThe products you will lead are the technical backbone of our ecosystem, powering real-time decisioning and enabling scalable, flexible serving and management. In this role, you’ll work closely with Engineering, Data, Business, and Operations teams to build high-performance, reliable systems that support massive scale and ever-evolving business needs.What you'll be doingOwn the product vision, strategy, and execution for our Delivery Service and Backend Platform.Identify and define strategic product opportunities that support our growth and operational excellence goals.Translate complex business and operational needs into scalable backend capabilities and intuitive configuration flows.Collaborate daily with Business, R&D and Data teams to plan and deliver initiatives, resolve challenges, and continuously optimize backend system architecture.Write and maintain clear product specs and API documentation, and manage ongoing releases in a fast-paced agile environment.Serve as the go-to person for product-related decisions across the full development lifecycle — from planning to rollout and iteration.Proactively gather input and feedback from internal usersand convert it into prioritized product work.What we're looking forProduct management experience.A strong sense of ownership — you’re equally comfortable defining high-level strategy and sweating the technical details.Proven ability to manage cross-functional stakeholders and drive alignment between technical and non-technical teams.Ability to break down complex problems and communicate clearly, whether with developers or executives.Excellent English — verbal, written, and presentation.You might also haveExperience in ad-tech, real-time systems, or other performance-critical backend environments.Knowledge and hands-on SQL experience.Additional informationRelocation support is not available for this position.Life at UnityUnityis the leading platform to create and grow games and interactive experiences. Creators, ranging from game developers to artists, architects, automotive designers, infrastructure experts, filmmakers, and more, use Unity to bring their imaginations to life across multiple platforms, from mobile, PC, and console, to spatial computing.As of the third quarter of 2024, more than 70% of the top 1,000 mobile games were made with Unity, and in 2024, Made with Unity applications had an average of 3.7 billion downloads per month. For more information, please visit Unity.Unity is a proud equal opportunity employer. We are committed to fostering an inclusive, innovative environment and celebrate our employees across age, race, color, ancestry, national origin, religion, disability, sex, gender identity or expression, sexual orientation, or any other protected status in accordance with applicable law. Our differences are strengths that enable us to support the growing and evolving needs of our customers, partners, and collaborators. If there are preparations or accommodations we can make to help ensure you have a comfortable and positive interview experience, please fill out this form to let us know.This position requires the incumbent to have a sufficient knowledge of English to have professional verbal and written exchanges in this language since the performance of the duties related to this position requires frequent and regular communication with colleagues and partners located worldwide and whose common language is English.Headhunters and recruitment agencies may not submit resumes/CVs through this website or directly to managers. Unity does not accept unsolicited headhunter and agency resumes. Unity will not pay fees to any third-party agency or company that does not have a signed agreement with Unity.Your privacy is important to us. Please take a moment to review our Prospect Privacy Policy and Applicant Privacy Policy. Should you have any concerns about your privacy, please contact us at DPO@unity.com.#SEN #LI-SC1 Create Your Profile — Game companies can contact you with their relevant job openings. Apply #senior #product #manager #unity
    Senior Product Manager at Unity
    Senior Product ManagerUnityTel Aviv, Israel48 minutes agoApplyThe opportunityAt Aura, we build applications that enable mobile carriers to connect with their subscribers, providing opportunities to discover new apps and value-added services. We’re looking for an experienced Senior Product Manager to join our product team and lead the development of our core backend infrastructure and PlatformThe products you will lead are the technical backbone of our ecosystem, powering real-time decisioning and enabling scalable, flexible serving and management. In this role, you’ll work closely with Engineering, Data, Business, and Operations teams to build high-performance, reliable systems that support massive scale and ever-evolving business needs.What you'll be doingOwn the product vision, strategy, and execution for our Delivery Service and Backend Platform.Identify and define strategic product opportunities that support our growth and operational excellence goals.Translate complex business and operational needs into scalable backend capabilities and intuitive configuration flows.Collaborate daily with Business, R&D and Data teams to plan and deliver initiatives, resolve challenges, and continuously optimize backend system architecture.Write and maintain clear product specs and API documentation, and manage ongoing releases in a fast-paced agile environment.Serve as the go-to person for product-related decisions across the full development lifecycle — from planning to rollout and iteration.Proactively gather input and feedback from internal users (Ops, BizDev, Creative, Marketing) and convert it into prioritized product work.What we're looking forProduct management experience.A strong sense of ownership — you’re equally comfortable defining high-level strategy and sweating the technical details.Proven ability to manage cross-functional stakeholders and drive alignment between technical and non-technical teams.Ability to break down complex problems and communicate clearly, whether with developers or executives.Excellent English — verbal, written, and presentation.You might also haveExperience in ad-tech, real-time systems, or other performance-critical backend environments.Knowledge and hands-on SQL experience.Additional informationRelocation support is not available for this position.Life at UnityUnity [NYSE: U] is the leading platform to create and grow games and interactive experiences. Creators, ranging from game developers to artists, architects, automotive designers, infrastructure experts, filmmakers, and more, use Unity to bring their imaginations to life across multiple platforms, from mobile, PC, and console, to spatial computing.As of the third quarter of 2024, more than 70% of the top 1,000 mobile games were made with Unity, and in 2024, Made with Unity applications had an average of 3.7 billion downloads per month. For more information, please visit Unity.Unity is a proud equal opportunity employer. We are committed to fostering an inclusive, innovative environment and celebrate our employees across age, race, color, ancestry, national origin, religion, disability, sex, gender identity or expression, sexual orientation, or any other protected status in accordance with applicable law. Our differences are strengths that enable us to support the growing and evolving needs of our customers, partners, and collaborators. If there are preparations or accommodations we can make to help ensure you have a comfortable and positive interview experience, please fill out this form to let us know.This position requires the incumbent to have a sufficient knowledge of English to have professional verbal and written exchanges in this language since the performance of the duties related to this position requires frequent and regular communication with colleagues and partners located worldwide and whose common language is English.Headhunters and recruitment agencies may not submit resumes/CVs through this website or directly to managers. Unity does not accept unsolicited headhunter and agency resumes. Unity will not pay fees to any third-party agency or company that does not have a signed agreement with Unity.Your privacy is important to us. Please take a moment to review our Prospect Privacy Policy and Applicant Privacy Policy. Should you have any concerns about your privacy, please contact us at DPO@unity.com.#SEN #LI-SC1 Create Your Profile — Game companies can contact you with their relevant job openings. Apply
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  • Have we finally solved mystery of magnetic moon rocks?

    i ate a rock from the moon

    Have we finally solved mystery of magnetic moon rocks?

    Simulations show how effects of asteroid impact could amplify the early Moon's weak magnetic field.

    Jennifer Ouellette



    May 23, 2025 2:36 pm

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    NASA Lunar sample 60015 on display at Space Center Houston Lunar Samples Vault, at NASA's Johnson Space Center

    Credit:

    OptoMechEngineer/CC BY-SA 4.0

    NASA Lunar sample 60015 on display at Space Center Houston Lunar Samples Vault, at NASA's Johnson Space Center

    Credit:

    OptoMechEngineer/CC BY-SA 4.0

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    NASA's Apollo missions brought back moon rock samples for scientists to study. We've learned a great deal over the ensuing decades, but one enduring mystery remains. Many of those lunar samples show signs of exposure to strong magnetic fields comparable to Earth's, yet the Moon doesn't have such a field today. So, how did the moon rocks get their magnetism?
    There have been many attempts to explain this anomaly. The latest comes from MIT scientists, who argue in a new paper published in the journal Science Advances that a large asteroid impact briefly boosted the Moon's early weak magnetic field—and that this spike is what is recorded in some lunar samples.
    Evidence gleaned from orbiting spacecraft observations, as well as results announced earlier this year from China's Chang'e 5 and Chang'e 6 missions, is largely consistent with the existence of at least a weak magnetic field on the early Moon. But where did this field come from? These usually form in planetary bodies as a result of a dynamo, in which molten metals in the core start to convect thanks to slowly dissipating heat. The problem is that the early Moon's small core had a mantle that wasn't much cooler than its core, so there would not have been significant convection to produce a sufficiently strong dynamo.
    There have been proposed hypotheses as to how the Moon could have developed a core dynamo. For instance, a 2022 analysis suggested that in the first billion years, when the Moon was covered in molten rock, giant rocks formed as the magma cooled and solidified. Denser minerals sank to the core while lighter ones formed a crust.
    Over time, the authors argued, a titanium layer crystallized just beneath the surface, and because it was denser than lighter minerals just beneath, that layer eventually broke into small blobs and sank through the mantle. The temperature difference between the cooler sinking rocks and the hotter core generated convection, creating intermittently strong magnetic fields—thus explaining why some rocks have that magnetic signature and others don't.
    Or perhaps there is no need for the presence of a dynamo-driven magnetic field at all. For instance, the authors of a 2021 study thought earlier analyses of lunar samples may have been altered during the process. They re-examined samples from the 1972 Apollo 16 mission using CO2 lasers to heat them, thus avoiding any alteration of the magnetic carriers. They concluded that any magnetic signatures in those samples could be explained by the impact of meteorites or comets hitting the Moon.

    Bracing for impact
    In 2020, two of the current paper's authors, MIT's Benjamin Weiss and Rona Oran, ran simulations to test whether a giant impact could generate a plasma that, in turn, would amplify the Moon's existing weak solar-generated magnetic field sufficiently to account for the levels of magnetism measured in the moon rocks. Those results seemed to rule out the possibility. This time around, they have come up with a new hypothesis that essentially combines elements of the dynamo and the plasma-generating impact hypotheses—taking into account an impact's resulting shockwave for good measure.

    Amplification of the lunar dynamo field by an Imbrium-­sized impact at the magnetic equator.

    Credit:

    Isaac S. Narrett et al., 2025

    They tested their hypothesis by running impact simulations, focusing on the level of impact that created the Moon's Imbrium basin, as well as plasma cloud simulations. Their starting assumption was that the early Moon had a dynamo that generated a weak magnetic field 50 times weaker than Earth's. The results confirmed that a large asteroid impact, for example, could have kicked up a plasma cloud, part of which spread outward into space. The remaining plasma streamed around to the other side of the Moon, amplifying the existing weak magnetic field for around 40 minutes.
    A key factor is the shock wave created by the initial impact, similar to seismic waves, which would have rattled surrounding rocks enough to reorient their subatomic spins in line with the newly amplified magnetic field. Weiss has likened the effect to tossing a deck of 52 playing cards into the air within a magnetic field. If each card had its own compass needle, its magnetism would be in a new orientation once each card hit the ground.
    It's a complicated scenario that admittedly calls for a degree of serendipity. But we might not have to wait too long for confirmation one way or the other. The answer could lie in analyzing fresh lunar samples and looking for telltale signatures not just of high magnetism but also shock.Scientists are looking to NASA's planned Artemis crewed missions for this, since sample returns are among the objectives. Much will depend on NASA's future funding, which is currently facing substantial cuts, although thus far, Artemis II and III remain on track.
    Science Advances, 2025. DOI: 10.1126/sciadv.adr7401  .

    Jennifer Ouellette
    Senior Writer

    Jennifer Ouellette
    Senior Writer

    Jennifer is a senior writer at Ars Technica with a particular focus on where science meets culture, covering everything from physics and related interdisciplinary topics to her favorite films and TV series. Jennifer lives in Baltimore with her spouse, physicist Sean M. Carroll, and their two cats, Ariel and Caliban.

    5 Comments
    #have #finally #solved #mystery #magnetic
    Have we finally solved mystery of magnetic moon rocks?
    i ate a rock from the moon Have we finally solved mystery of magnetic moon rocks? Simulations show how effects of asteroid impact could amplify the early Moon's weak magnetic field. Jennifer Ouellette – May 23, 2025 2:36 pm | 5 NASA Lunar sample 60015 on display at Space Center Houston Lunar Samples Vault, at NASA's Johnson Space Center Credit: OptoMechEngineer/CC BY-SA 4.0 NASA Lunar sample 60015 on display at Space Center Houston Lunar Samples Vault, at NASA's Johnson Space Center Credit: OptoMechEngineer/CC BY-SA 4.0 Story text Size Small Standard Large Width * Standard Wide Links Standard Orange * Subscribers only   Learn more NASA's Apollo missions brought back moon rock samples for scientists to study. We've learned a great deal over the ensuing decades, but one enduring mystery remains. Many of those lunar samples show signs of exposure to strong magnetic fields comparable to Earth's, yet the Moon doesn't have such a field today. So, how did the moon rocks get their magnetism? There have been many attempts to explain this anomaly. The latest comes from MIT scientists, who argue in a new paper published in the journal Science Advances that a large asteroid impact briefly boosted the Moon's early weak magnetic field—and that this spike is what is recorded in some lunar samples. Evidence gleaned from orbiting spacecraft observations, as well as results announced earlier this year from China's Chang'e 5 and Chang'e 6 missions, is largely consistent with the existence of at least a weak magnetic field on the early Moon. But where did this field come from? These usually form in planetary bodies as a result of a dynamo, in which molten metals in the core start to convect thanks to slowly dissipating heat. The problem is that the early Moon's small core had a mantle that wasn't much cooler than its core, so there would not have been significant convection to produce a sufficiently strong dynamo. There have been proposed hypotheses as to how the Moon could have developed a core dynamo. For instance, a 2022 analysis suggested that in the first billion years, when the Moon was covered in molten rock, giant rocks formed as the magma cooled and solidified. Denser minerals sank to the core while lighter ones formed a crust. Over time, the authors argued, a titanium layer crystallized just beneath the surface, and because it was denser than lighter minerals just beneath, that layer eventually broke into small blobs and sank through the mantle. The temperature difference between the cooler sinking rocks and the hotter core generated convection, creating intermittently strong magnetic fields—thus explaining why some rocks have that magnetic signature and others don't. Or perhaps there is no need for the presence of a dynamo-driven magnetic field at all. For instance, the authors of a 2021 study thought earlier analyses of lunar samples may have been altered during the process. They re-examined samples from the 1972 Apollo 16 mission using CO2 lasers to heat them, thus avoiding any alteration of the magnetic carriers. They concluded that any magnetic signatures in those samples could be explained by the impact of meteorites or comets hitting the Moon. Bracing for impact In 2020, two of the current paper's authors, MIT's Benjamin Weiss and Rona Oran, ran simulations to test whether a giant impact could generate a plasma that, in turn, would amplify the Moon's existing weak solar-generated magnetic field sufficiently to account for the levels of magnetism measured in the moon rocks. Those results seemed to rule out the possibility. This time around, they have come up with a new hypothesis that essentially combines elements of the dynamo and the plasma-generating impact hypotheses—taking into account an impact's resulting shockwave for good measure. Amplification of the lunar dynamo field by an Imbrium-­sized impact at the magnetic equator. Credit: Isaac S. Narrett et al., 2025 They tested their hypothesis by running impact simulations, focusing on the level of impact that created the Moon's Imbrium basin, as well as plasma cloud simulations. Their starting assumption was that the early Moon had a dynamo that generated a weak magnetic field 50 times weaker than Earth's. The results confirmed that a large asteroid impact, for example, could have kicked up a plasma cloud, part of which spread outward into space. The remaining plasma streamed around to the other side of the Moon, amplifying the existing weak magnetic field for around 40 minutes. A key factor is the shock wave created by the initial impact, similar to seismic waves, which would have rattled surrounding rocks enough to reorient their subatomic spins in line with the newly amplified magnetic field. Weiss has likened the effect to tossing a deck of 52 playing cards into the air within a magnetic field. If each card had its own compass needle, its magnetism would be in a new orientation once each card hit the ground. It's a complicated scenario that admittedly calls for a degree of serendipity. But we might not have to wait too long for confirmation one way or the other. The answer could lie in analyzing fresh lunar samples and looking for telltale signatures not just of high magnetism but also shock.Scientists are looking to NASA's planned Artemis crewed missions for this, since sample returns are among the objectives. Much will depend on NASA's future funding, which is currently facing substantial cuts, although thus far, Artemis II and III remain on track. Science Advances, 2025. DOI: 10.1126/sciadv.adr7401  . Jennifer Ouellette Senior Writer Jennifer Ouellette Senior Writer Jennifer is a senior writer at Ars Technica with a particular focus on where science meets culture, covering everything from physics and related interdisciplinary topics to her favorite films and TV series. Jennifer lives in Baltimore with her spouse, physicist Sean M. Carroll, and their two cats, Ariel and Caliban. 5 Comments #have #finally #solved #mystery #magnetic
    ARSTECHNICA.COM
    Have we finally solved mystery of magnetic moon rocks?
    i ate a rock from the moon Have we finally solved mystery of magnetic moon rocks? Simulations show how effects of asteroid impact could amplify the early Moon's weak magnetic field. Jennifer Ouellette – May 23, 2025 2:36 pm | 5 NASA Lunar sample 60015 on display at Space Center Houston Lunar Samples Vault, at NASA's Johnson Space Center Credit: OptoMechEngineer/CC BY-SA 4.0 NASA Lunar sample 60015 on display at Space Center Houston Lunar Samples Vault, at NASA's Johnson Space Center Credit: OptoMechEngineer/CC BY-SA 4.0 Story text Size Small Standard Large Width * Standard Wide Links Standard Orange * Subscribers only   Learn more NASA's Apollo missions brought back moon rock samples for scientists to study. We've learned a great deal over the ensuing decades, but one enduring mystery remains. Many of those lunar samples show signs of exposure to strong magnetic fields comparable to Earth's, yet the Moon doesn't have such a field today. So, how did the moon rocks get their magnetism? There have been many attempts to explain this anomaly. The latest comes from MIT scientists, who argue in a new paper published in the journal Science Advances that a large asteroid impact briefly boosted the Moon's early weak magnetic field—and that this spike is what is recorded in some lunar samples. Evidence gleaned from orbiting spacecraft observations, as well as results announced earlier this year from China's Chang'e 5 and Chang'e 6 missions, is largely consistent with the existence of at least a weak magnetic field on the early Moon. But where did this field come from? These usually form in planetary bodies as a result of a dynamo, in which molten metals in the core start to convect thanks to slowly dissipating heat. The problem is that the early Moon's small core had a mantle that wasn't much cooler than its core, so there would not have been significant convection to produce a sufficiently strong dynamo. There have been proposed hypotheses as to how the Moon could have developed a core dynamo. For instance, a 2022 analysis suggested that in the first billion years, when the Moon was covered in molten rock, giant rocks formed as the magma cooled and solidified. Denser minerals sank to the core while lighter ones formed a crust. Over time, the authors argued, a titanium layer crystallized just beneath the surface, and because it was denser than lighter minerals just beneath, that layer eventually broke into small blobs and sank through the mantle (gravitational overturn). The temperature difference between the cooler sinking rocks and the hotter core generated convection, creating intermittently strong magnetic fields—thus explaining why some rocks have that magnetic signature and others don't. Or perhaps there is no need for the presence of a dynamo-driven magnetic field at all. For instance, the authors of a 2021 study thought earlier analyses of lunar samples may have been altered during the process. They re-examined samples from the 1972 Apollo 16 mission using CO2 lasers to heat them, thus avoiding any alteration of the magnetic carriers. They concluded that any magnetic signatures in those samples could be explained by the impact of meteorites or comets hitting the Moon. Bracing for impact In 2020, two of the current paper's authors, MIT's Benjamin Weiss and Rona Oran, ran simulations to test whether a giant impact could generate a plasma that, in turn, would amplify the Moon's existing weak solar-generated magnetic field sufficiently to account for the levels of magnetism measured in the moon rocks. Those results seemed to rule out the possibility. This time around, they have come up with a new hypothesis that essentially combines elements of the dynamo and the plasma-generating impact hypotheses—taking into account an impact's resulting shockwave for good measure. Amplification of the lunar dynamo field by an Imbrium-­sized impact at the magnetic equator. Credit: Isaac S. Narrett et al., 2025 They tested their hypothesis by running impact simulations, focusing on the level of impact that created the Moon's Imbrium basin, as well as plasma cloud simulations. Their starting assumption was that the early Moon had a dynamo that generated a weak magnetic field 50 times weaker than Earth's. The results confirmed that a large asteroid impact, for example, could have kicked up a plasma cloud, part of which spread outward into space. The remaining plasma streamed around to the other side of the Moon, amplifying the existing weak magnetic field for around 40 minutes. A key factor is the shock wave created by the initial impact, similar to seismic waves, which would have rattled surrounding rocks enough to reorient their subatomic spins in line with the newly amplified magnetic field. Weiss has likened the effect to tossing a deck of 52 playing cards into the air within a magnetic field. If each card had its own compass needle, its magnetism would be in a new orientation once each card hit the ground. It's a complicated scenario that admittedly calls for a degree of serendipity. But we might not have to wait too long for confirmation one way or the other. The answer could lie in analyzing fresh lunar samples and looking for telltale signatures not just of high magnetism but also shock. (Early lunar samples were often discarded if they showed signs of shock.) Scientists are looking to NASA's planned Artemis crewed missions for this, since sample returns are among the objectives. Much will depend on NASA's future funding, which is currently facing substantial cuts, although thus far, Artemis II and III remain on track. Science Advances, 2025. DOI: 10.1126/sciadv.adr7401  (About DOIs). Jennifer Ouellette Senior Writer Jennifer Ouellette Senior Writer Jennifer is a senior writer at Ars Technica with a particular focus on where science meets culture, covering everything from physics and related interdisciplinary topics to her favorite films and TV series. Jennifer lives in Baltimore with her spouse, physicist Sean M. Carroll, and their two cats, Ariel and Caliban. 5 Comments
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  • Building your 3 pronged holiday UA strategy: Creatives, offerwall, and on-device advertising

    Time spent in apps always peaks during the holiday season. The key to making that uplift work for your user acquisition is tackling it from all angles - from optimizing existing channels to expanding into new ones. That way, you can generate the installs and ROAS you need to start the new year off right.That’s why we invited three ironSource experts to this edition of our Angles of Acquisition webinar series:- Noa Eckstein, Head of Business Operations at ironSource Luna, covered building holiday-themed creatives that spike IPM - Sarah Chafer, VP US Sales at ironSource Sonic, discussed how to set up an offerwall campaign that'll generate record ARPU - Jess Overton, Director of Demand at ironSource Aura, walked through setting up an on-device campaign at a time when everyone's buying new phones Read on for a summary of the webinar or watch it here: insights during the holidaysTo kick off, Marketing Director at ironSource Lauren Baca set the scene with consumer insights during the holidays pulled from ironSource and M&C Saatchi Performance’s holiday marketing playbook:- 75% of consumers plan on purchasing clothes and footwear as gifts this year, making them the most popular gifts across all generations. - 65% of consumers plan to spend more or the same on holidays gifts this year compared to last year - 28% of consumers plan to start shopping in the fall and 27% of consumers plan to start shopping on Black Friday or Cyber MondayDownload the report for more data and insightsWith a better understanding of how consumers plan to shop and celebrate this season, Lauren passed the mic to our ironSource experts to break down some best practices for optimizing UA - from how to build holiday-themed creatives to making the most of a unique ad unit all the way to how to leverage a time when everyone's buying new phones.How to build holiday-themed creatives that spike IPMNoa explained that while the holiday season feels quite special, the marketing problems you face during the winter months are the same problems you face every other season - you need to find the best content and creatives, you need to optimize key channels, and you need to utilize your data better. The only difference? Your creatives get a holiday makeover.During the holidays, people tend to be their most emotional - it’s a time for nostalgia and thinking about friends and family. This emotion is a key ingredient to building high-IPM creatives - the goal is always to get users to go from seeing a creative to actually feeling something that encourages them to download, and the holidays are a time when that’s even more feasible.So if IPM has the potential to be so high, why wouldn’t you invest in building holiday creatives? Noa covered a few reasons why some studios might choose not to:- Holiday creatives can cost a lot to run and need more resources and attention to build, but may only run for a very short amount of time - Most creatives don’t end up scaling and often fail - it is more challenging to find the winning creative within such a short time period - Users who see a holiday-themed creative may expect to play a holiday-themed game, so you might need to adjust your gameplay or pay closer attention to user quality. - On the flip side, there are tons of data that show why you should invest in building holiday creatives, according to data from the ironSource Luna platform:- IPMs are significantly higher throughout the holiday season due to more engagement in apps and on phones- In fact, game installs surged 3x during the week of Christmas- Advertisers test 2x the amount of creatives during the holidays, which means you don’t want to be left behindLooking deeper, Noa explained that building holiday-themed creatives can have a positive impact on your team and collaboration:- It’s an opportunity to refresh, prevent fatigue, and get creative in a unique way - Holiday elements trigger a lot of emotion leading to higher intent- You can create a really healthy dialogue between your creative team, UA team and product team as everyone works on holiday plansNext, Noa gave us some proof and walked through case studies. First, she presented a game studio that works with ironSource Luna that changed the sword in their playable ad to a Christmas tree, which had a huge impact on IPM during the holidays. It performed so well that the studio chose not to deactivate the creative after the holidays - and it remained the top-performing creative even two months after Christmas day. In another example, the holiday-themed creative was a top performer until the end of April.Last, Noa showed what happened when Luna tested three different Halloween-themed creatives for a game studio. For the first one, the Luna team took an existing high-performing creative and just put a Halloween theme on top of it. For the second one, Luna replaced a mermaid’s head with a pumpkin head and changed the pointer to a witch's hand. Neither of these variations are showing positive results yet - but that may change the closer we get to Halloween! For the third variation, Luna built a creative where the witch is playing the Halloween-themed game, which became one of the most successful creatives for this title and led to a 20% higher D7 ROAS.So how can you find this same success without heavy production?- Use real footage of real people that show pure emotion - Test holiday figures - snowflakes, witches, pumpkins - to spice it up - Give the pointer and buttons a holiday theme, like Santa Many advertisers are taking advantage of this time of year to increase performance, but you need to weigh that against the internal resources you have to build a new set of creatives. There are other ways to optimize your holiday strategy, such as with the offerwall - which leads us to our next angle.How to set up an offerwall campaign that'll generate record ROASNext up, Sarah Chafer discussed best practices for running offerwall campaigns during the holidays. First, she started with a brief background, explaining that the offerwall is a user-initiated, rewarded in app marketplace with three main constituents: developers use the offerwall to grow revenue, user retention, and app engagement, without cannibalizing IAP. Advertisers use the offerwall to reach a unique, quality audience that is looking for a transaction of some sort and will remain highly engaged in the app. Consumers engage with the offerwall for app discovery and brand discovery, all while getting further and deeper into the app they’re already using.So, how does this all work together - how do the advertiser and consumer come together in that moment or transaction? Sarah ran through a few of the most popular offerwall pricing models to help advertisers get campaigns started:Cost per engagement: Here, advertisers only pay when a user installs an app and completes a specific engagement event. This is all about getting users deeper down the funnel. Ask yourself, what do you want the user to do to remember the app and what would encourage them to use it again?Multi-reward cost per engagement: In this pricing model, you pay in incremental steps as a user works towards completing a deep engagement event. This way, you can reward the user for completing more actions - not only installing and opening, but installing, opening and downloading a coupon or making a purchaseCost per action: You’ll pay when a user completes a quiz, action on a website, or purchases from a brand. This is the most common format during the holidays and it can be used in a lot of creative ways. Cost per install: You’ll pay each time a user installs your app, which is really about getting your app out there in the market and driving app discovery. Surveys: Pay when a user completes a survey to help you better understand user behavior - how they feel, what are their thoughts, what are they into, etc. Next, Sarah dove into best practices for mastering this ad unit during the holidays - saying that the most important thing to keep in mind is timing.There are tons of new devices entering the market - all the major players are releasing the latest versions of their best-selling devices and if you’re an early adopter of technology, you may already have one. Device sales increase heavily starting now and many will end up wrapped up as gifts. Starting with the offerwall now can help you be top of mind as new devices enter homes globally. Second, with holiday shopping starting earlier this year compared to last year according to our report, it’s important to remind users that the holidays are coming and that right now is the time to shop. You can provide this sense of urgency in your messaging, which we will discuss in the next section. Third, level up with currency sales and double down on rewards on key shopping days, like Black Friday and Cyber Monday. Consumers will be inclined to engage with an offer that gives them extra rewards. As an advertiser, you can double down on your bid - the reward is higher, the traffic is higher. In fact, we’ve seen around a 35% lift in conversions during previous currency sales. Once the timing is right, how do you get your creative to capture all the great offerwall traffic?Stay competitive with special promotions, also known as currency sales. We know that users are looking for deals - 40% said that rewarded ads influence their purchasing decisions according to our report. Whether you’re offering a sale or special package, get creative and switch it up frequently to stay fresh, unique and competitive. Going back to providing a sense of urgency, it’s important to be reminding users not only to shop but who to shop for. Include “gifting” and “holiday” in your messaging and add holiday-themed graphics to your creatives, which are consistent reminders that the holidays are coming. You can even call out someone in particular with phrases like - “for that someone special in your life,” or “for your pet” to get consumers thinking about their gift lists. The Tapjoy offerwall has a shopping tab, which gives consumers a better understanding of what our advertisers do by highlighting their packaging, merchandising, and best-selling products. Give the shopper an idea of who your brand is and what will be shipped to their home.Overall, the offerwall is an excellent touchpoint to reach high-intent users that will drive high ROAS. If you’re looking to expand your touchpoints even further, on-device advertising is a unique way to take advantage of the new phones entering the market - covered by Jess Overton.Setting up on-device campaigns when everyone's buying new phonesJumping off of Sarah’s point that there are tons of new devices sold, unboxed, and unwrapped this time of year, Jess shared that 51% of consumers plan to give a new device as a gift for the holidays. With each new device, consumers get access to new forms of entertainment - Jess even alluded it to the world’s greatest mall. Ultimately, how consumers decide to interact with their devices is a function of the apps they download and engage with.Jess shared that 95% of users that will be unboxing new devices this Christmas will be downloading apps in the first 48 hours. During those 48 hours, consumers will install 60% of the apps they’ll download for the lifetime of the device. If you look at your device's home screen and ask yourself, “when was the last time you downloaded a bunch of apps?”, it’s probably been a while. That’s the power of capturing a download at device activation.ironSource Aura partners with top device manufacturers and mobile carriers to deliver app discovery experiences directly to users on their devices so you can get your app discovered at key moments during the device lifecycle, whether it’s during device activation on Christmas morning or after a major operating system update. On-device marketing enables dynamic bidding and endless opportunities for optimization, which is largely impossible on traditional preload channels. Being able to meet users at moments when they're ready to discover and experiment with new apps along with first-class optimization capabilities means that on-device marketing is a channel that converts potential users into high-value customers.There are three things to keep in mind about running on-device during the holiday season. First, holiday-ify your creatives. Second, you can reach a range of demographics for your app and price accordingly. Third, sit back and watch that LTV rack up.Holiday-ify your creativesData shows that tailoring your on-device creatives to the audience and the placement can generate a significant uplift in performance. For example, you can add a holiday graphic or theme, such as a Santa hat, to your app icon on the device setup placement. Or you can show real people in the holiday spirit on the full-screen offer placement.Reach a range of demographics and price accordinglySecond, you need to ensure the bid for each demographic. This is especially important during the holidays, because you only get one shot. There’s only one Christmas morning, consumers only unbox your device once, which means you as the advertiser have to get your bids right the first time. So pay attention to price and understand which demographics are most important to your campaign.To paint a better picture, Jess broke down demographics of device activations last Christmas: the Boomer group is slightly less represented, with 15% activating new devices. 29% of activations came from Gen X, 25% from Millennials, and 21% from Gen Z. Bottom line? The on-device channel is a great way to get in front of hard-to-reach demographics, such as the older than 55 group. For Gen Z who are bombarded with ads, the on-device channel cuts through the noise and gives you a way to reach these users in a different mindset.Prepare for long LTVOn-device channels are a much slower burn in terms of LTV and app engagement. When you think about Christmas morning and setting up your new device, you might download a travel app, food delivery app, a few shopping apps, a bunch of games, but you’re not ordering food right away or booking your next trip on Christmas. Ultimately, you’ll see users start to engage more at D14 or D30, and this effect is even more significant during the holiday season. After all, we spend a lot more time on our phones and dabbling with apps.Having a multi-channel approach to your holiday advertising strategy is critical, and being well-informed on how to optimize all of those components is a huge benefit. If you’ve made it this far, you should have all of the best practices you need to drive high-performing creatives, create an offerwall strategy that converts, and leverage a time period high in device activations.
    #building #your #pronged #holiday #strategy
    Building your 3 pronged holiday UA strategy: Creatives, offerwall, and on-device advertising
    Time spent in apps always peaks during the holiday season. The key to making that uplift work for your user acquisition is tackling it from all angles - from optimizing existing channels to expanding into new ones. That way, you can generate the installs and ROAS you need to start the new year off right.That’s why we invited three ironSource experts to this edition of our Angles of Acquisition webinar series:- Noa Eckstein, Head of Business Operations at ironSource Luna, covered building holiday-themed creatives that spike IPM - Sarah Chafer, VP US Sales at ironSource Sonic, discussed how to set up an offerwall campaign that'll generate record ARPU - Jess Overton, Director of Demand at ironSource Aura, walked through setting up an on-device campaign at a time when everyone's buying new phones Read on for a summary of the webinar or watch it here: insights during the holidaysTo kick off, Marketing Director at ironSource Lauren Baca set the scene with consumer insights during the holidays pulled from ironSource and M&C Saatchi Performance’s holiday marketing playbook:- 75% of consumers plan on purchasing clothes and footwear as gifts this year, making them the most popular gifts across all generations. - 65% of consumers plan to spend more or the same on holidays gifts this year compared to last year - 28% of consumers plan to start shopping in the fall and 27% of consumers plan to start shopping on Black Friday or Cyber MondayDownload the report for more data and insightsWith a better understanding of how consumers plan to shop and celebrate this season, Lauren passed the mic to our ironSource experts to break down some best practices for optimizing UA - from how to build holiday-themed creatives to making the most of a unique ad unit all the way to how to leverage a time when everyone's buying new phones.How to build holiday-themed creatives that spike IPMNoa explained that while the holiday season feels quite special, the marketing problems you face during the winter months are the same problems you face every other season - you need to find the best content and creatives, you need to optimize key channels, and you need to utilize your data better. The only difference? Your creatives get a holiday makeover.During the holidays, people tend to be their most emotional - it’s a time for nostalgia and thinking about friends and family. This emotion is a key ingredient to building high-IPM creatives - the goal is always to get users to go from seeing a creative to actually feeling something that encourages them to download, and the holidays are a time when that’s even more feasible.So if IPM has the potential to be so high, why wouldn’t you invest in building holiday creatives? Noa covered a few reasons why some studios might choose not to:- Holiday creatives can cost a lot to run and need more resources and attention to build, but may only run for a very short amount of time - Most creatives don’t end up scaling and often fail - it is more challenging to find the winning creative within such a short time period - Users who see a holiday-themed creative may expect to play a holiday-themed game, so you might need to adjust your gameplay or pay closer attention to user quality. - On the flip side, there are tons of data that show why you should invest in building holiday creatives, according to data from the ironSource Luna platform:- IPMs are significantly higher throughout the holiday season due to more engagement in apps and on phones- In fact, game installs surged 3x during the week of Christmas- Advertisers test 2x the amount of creatives during the holidays, which means you don’t want to be left behindLooking deeper, Noa explained that building holiday-themed creatives can have a positive impact on your team and collaboration:- It’s an opportunity to refresh, prevent fatigue, and get creative in a unique way - Holiday elements trigger a lot of emotion leading to higher intent- You can create a really healthy dialogue between your creative team, UA team and product team as everyone works on holiday plansNext, Noa gave us some proof and walked through case studies. First, she presented a game studio that works with ironSource Luna that changed the sword in their playable ad to a Christmas tree, which had a huge impact on IPM during the holidays. It performed so well that the studio chose not to deactivate the creative after the holidays - and it remained the top-performing creative even two months after Christmas day. In another example, the holiday-themed creative was a top performer until the end of April.Last, Noa showed what happened when Luna tested three different Halloween-themed creatives for a game studio. For the first one, the Luna team took an existing high-performing creative and just put a Halloween theme on top of it. For the second one, Luna replaced a mermaid’s head with a pumpkin head and changed the pointer to a witch's hand. Neither of these variations are showing positive results yet - but that may change the closer we get to Halloween! For the third variation, Luna built a creative where the witch is playing the Halloween-themed game, which became one of the most successful creatives for this title and led to a 20% higher D7 ROAS.So how can you find this same success without heavy production?- Use real footage of real people that show pure emotion - Test holiday figures - snowflakes, witches, pumpkins - to spice it up - Give the pointer and buttons a holiday theme, like Santa Many advertisers are taking advantage of this time of year to increase performance, but you need to weigh that against the internal resources you have to build a new set of creatives. There are other ways to optimize your holiday strategy, such as with the offerwall - which leads us to our next angle.How to set up an offerwall campaign that'll generate record ROASNext up, Sarah Chafer discussed best practices for running offerwall campaigns during the holidays. First, she started with a brief background, explaining that the offerwall is a user-initiated, rewarded in app marketplace with three main constituents: developers use the offerwall to grow revenue, user retention, and app engagement, without cannibalizing IAP. Advertisers use the offerwall to reach a unique, quality audience that is looking for a transaction of some sort and will remain highly engaged in the app. Consumers engage with the offerwall for app discovery and brand discovery, all while getting further and deeper into the app they’re already using.So, how does this all work together - how do the advertiser and consumer come together in that moment or transaction? Sarah ran through a few of the most popular offerwall pricing models to help advertisers get campaigns started:Cost per engagement: Here, advertisers only pay when a user installs an app and completes a specific engagement event. This is all about getting users deeper down the funnel. Ask yourself, what do you want the user to do to remember the app and what would encourage them to use it again?Multi-reward cost per engagement: In this pricing model, you pay in incremental steps as a user works towards completing a deep engagement event. This way, you can reward the user for completing more actions - not only installing and opening, but installing, opening and downloading a coupon or making a purchaseCost per action: You’ll pay when a user completes a quiz, action on a website, or purchases from a brand. This is the most common format during the holidays and it can be used in a lot of creative ways. Cost per install: You’ll pay each time a user installs your app, which is really about getting your app out there in the market and driving app discovery. Surveys: Pay when a user completes a survey to help you better understand user behavior - how they feel, what are their thoughts, what are they into, etc. Next, Sarah dove into best practices for mastering this ad unit during the holidays - saying that the most important thing to keep in mind is timing.There are tons of new devices entering the market - all the major players are releasing the latest versions of their best-selling devices and if you’re an early adopter of technology, you may already have one. Device sales increase heavily starting now and many will end up wrapped up as gifts. Starting with the offerwall now can help you be top of mind as new devices enter homes globally. Second, with holiday shopping starting earlier this year compared to last year according to our report, it’s important to remind users that the holidays are coming and that right now is the time to shop. You can provide this sense of urgency in your messaging, which we will discuss in the next section. Third, level up with currency sales and double down on rewards on key shopping days, like Black Friday and Cyber Monday. Consumers will be inclined to engage with an offer that gives them extra rewards. As an advertiser, you can double down on your bid - the reward is higher, the traffic is higher. In fact, we’ve seen around a 35% lift in conversions during previous currency sales. Once the timing is right, how do you get your creative to capture all the great offerwall traffic?Stay competitive with special promotions, also known as currency sales. We know that users are looking for deals - 40% said that rewarded ads influence their purchasing decisions according to our report. Whether you’re offering a sale or special package, get creative and switch it up frequently to stay fresh, unique and competitive. Going back to providing a sense of urgency, it’s important to be reminding users not only to shop but who to shop for. Include “gifting” and “holiday” in your messaging and add holiday-themed graphics to your creatives, which are consistent reminders that the holidays are coming. You can even call out someone in particular with phrases like - “for that someone special in your life,” or “for your pet” to get consumers thinking about their gift lists. The Tapjoy offerwall has a shopping tab, which gives consumers a better understanding of what our advertisers do by highlighting their packaging, merchandising, and best-selling products. Give the shopper an idea of who your brand is and what will be shipped to their home.Overall, the offerwall is an excellent touchpoint to reach high-intent users that will drive high ROAS. If you’re looking to expand your touchpoints even further, on-device advertising is a unique way to take advantage of the new phones entering the market - covered by Jess Overton.Setting up on-device campaigns when everyone's buying new phonesJumping off of Sarah’s point that there are tons of new devices sold, unboxed, and unwrapped this time of year, Jess shared that 51% of consumers plan to give a new device as a gift for the holidays. With each new device, consumers get access to new forms of entertainment - Jess even alluded it to the world’s greatest mall. Ultimately, how consumers decide to interact with their devices is a function of the apps they download and engage with.Jess shared that 95% of users that will be unboxing new devices this Christmas will be downloading apps in the first 48 hours. During those 48 hours, consumers will install 60% of the apps they’ll download for the lifetime of the device. If you look at your device's home screen and ask yourself, “when was the last time you downloaded a bunch of apps?”, it’s probably been a while. That’s the power of capturing a download at device activation.ironSource Aura partners with top device manufacturers and mobile carriers to deliver app discovery experiences directly to users on their devices so you can get your app discovered at key moments during the device lifecycle, whether it’s during device activation on Christmas morning or after a major operating system update. On-device marketing enables dynamic bidding and endless opportunities for optimization, which is largely impossible on traditional preload channels. Being able to meet users at moments when they're ready to discover and experiment with new apps along with first-class optimization capabilities means that on-device marketing is a channel that converts potential users into high-value customers.There are three things to keep in mind about running on-device during the holiday season. First, holiday-ify your creatives. Second, you can reach a range of demographics for your app and price accordingly. Third, sit back and watch that LTV rack up.Holiday-ify your creativesData shows that tailoring your on-device creatives to the audience and the placement can generate a significant uplift in performance. For example, you can add a holiday graphic or theme, such as a Santa hat, to your app icon on the device setup placement. Or you can show real people in the holiday spirit on the full-screen offer placement.Reach a range of demographics and price accordinglySecond, you need to ensure the bid for each demographic. This is especially important during the holidays, because you only get one shot. There’s only one Christmas morning, consumers only unbox your device once, which means you as the advertiser have to get your bids right the first time. So pay attention to price and understand which demographics are most important to your campaign.To paint a better picture, Jess broke down demographics of device activations last Christmas: the Boomer group is slightly less represented, with 15% activating new devices. 29% of activations came from Gen X, 25% from Millennials, and 21% from Gen Z. Bottom line? The on-device channel is a great way to get in front of hard-to-reach demographics, such as the older than 55 group. For Gen Z who are bombarded with ads, the on-device channel cuts through the noise and gives you a way to reach these users in a different mindset.Prepare for long LTVOn-device channels are a much slower burn in terms of LTV and app engagement. When you think about Christmas morning and setting up your new device, you might download a travel app, food delivery app, a few shopping apps, a bunch of games, but you’re not ordering food right away or booking your next trip on Christmas. Ultimately, you’ll see users start to engage more at D14 or D30, and this effect is even more significant during the holiday season. After all, we spend a lot more time on our phones and dabbling with apps.Having a multi-channel approach to your holiday advertising strategy is critical, and being well-informed on how to optimize all of those components is a huge benefit. If you’ve made it this far, you should have all of the best practices you need to drive high-performing creatives, create an offerwall strategy that converts, and leverage a time period high in device activations. #building #your #pronged #holiday #strategy
    UNITY.COM
    Building your 3 pronged holiday UA strategy: Creatives, offerwall, and on-device advertising
    Time spent in apps always peaks during the holiday season. The key to making that uplift work for your user acquisition is tackling it from all angles - from optimizing existing channels to expanding into new ones. That way, you can generate the installs and ROAS you need to start the new year off right.That’s why we invited three ironSource experts to this edition of our Angles of Acquisition webinar series:- Noa Eckstein, Head of Business Operations at ironSource Luna, covered building holiday-themed creatives that spike IPM - Sarah Chafer, VP US Sales at ironSource Sonic, discussed how to set up an offerwall campaign that'll generate record ARPU - Jess Overton, Director of Demand at ironSource Aura, walked through setting up an on-device campaign at a time when everyone's buying new phones Read on for a summary of the webinar or watch it here: https://www.youtube.com/watch?v=CvewwdzvVBMConsumer insights during the holidaysTo kick off, Marketing Director at ironSource Lauren Baca set the scene with consumer insights during the holidays pulled from ironSource and M&C Saatchi Performance’s holiday marketing playbook:- 75% of consumers plan on purchasing clothes and footwear as gifts this year, making them the most popular gifts across all generations. - 65% of consumers plan to spend more or the same on holidays gifts this year compared to last year - 28% of consumers plan to start shopping in the fall and 27% of consumers plan to start shopping on Black Friday or Cyber MondayDownload the report for more data and insightsWith a better understanding of how consumers plan to shop and celebrate this season, Lauren passed the mic to our ironSource experts to break down some best practices for optimizing UA - from how to build holiday-themed creatives to making the most of a unique ad unit all the way to how to leverage a time when everyone's buying new phones.How to build holiday-themed creatives that spike IPMNoa explained that while the holiday season feels quite special, the marketing problems you face during the winter months are the same problems you face every other season - you need to find the best content and creatives, you need to optimize key channels, and you need to utilize your data better. The only difference? Your creatives get a holiday makeover.During the holidays, people tend to be their most emotional - it’s a time for nostalgia and thinking about friends and family. This emotion is a key ingredient to building high-IPM creatives - the goal is always to get users to go from seeing a creative to actually feeling something that encourages them to download, and the holidays are a time when that’s even more feasible.So if IPM has the potential to be so high, why wouldn’t you invest in building holiday creatives? Noa covered a few reasons why some studios might choose not to:- Holiday creatives can cost a lot to run and need more resources and attention to build, but may only run for a very short amount of time - Most creatives don’t end up scaling and often fail - it is more challenging to find the winning creative within such a short time period - Users who see a holiday-themed creative may expect to play a holiday-themed game, so you might need to adjust your gameplay or pay closer attention to user quality. - On the flip side, there are tons of data that show why you should invest in building holiday creatives, according to data from the ironSource Luna platform:- IPMs are significantly higher throughout the holiday season due to more engagement in apps and on phones (2021, US, iOS)- In fact, game installs surged 3x during the week of Christmas (2021, US, Facebook)- Advertisers test 2x the amount of creatives during the holidays, which means you don’t want to be left behindLooking deeper, Noa explained that building holiday-themed creatives can have a positive impact on your team and collaboration:- It’s an opportunity to refresh, prevent fatigue, and get creative in a unique way - Holiday elements trigger a lot of emotion leading to higher intent- You can create a really healthy dialogue between your creative team, UA team and product team as everyone works on holiday plansNext, Noa gave us some proof and walked through case studies. First, she presented a game studio that works with ironSource Luna that changed the sword in their playable ad to a Christmas tree, which had a huge impact on IPM during the holidays. It performed so well that the studio chose not to deactivate the creative after the holidays - and it remained the top-performing creative even two months after Christmas day. In another example, the holiday-themed creative was a top performer until the end of April.Last, Noa showed what happened when Luna tested three different Halloween-themed creatives for a game studio. For the first one, the Luna team took an existing high-performing creative and just put a Halloween theme on top of it. For the second one, Luna replaced a mermaid’s head with a pumpkin head and changed the pointer to a witch's hand. Neither of these variations are showing positive results yet - but that may change the closer we get to Halloween! For the third variation, Luna built a creative where the witch is playing the Halloween-themed game, which became one of the most successful creatives for this title and led to a 20% higher D7 ROAS.So how can you find this same success without heavy production?- Use real footage of real people that show pure emotion - Test holiday figures - snowflakes, witches, pumpkins - to spice it up - Give the pointer and buttons a holiday theme, like Santa Many advertisers are taking advantage of this time of year to increase performance, but you need to weigh that against the internal resources you have to build a new set of creatives. There are other ways to optimize your holiday strategy, such as with the offerwall - which leads us to our next angle.How to set up an offerwall campaign that'll generate record ROASNext up, Sarah Chafer discussed best practices for running offerwall campaigns during the holidays. First, she started with a brief background, explaining that the offerwall is a user-initiated, rewarded in app marketplace with three main constituents: developers use the offerwall to grow revenue, user retention, and app engagement, without cannibalizing IAP. Advertisers use the offerwall to reach a unique, quality audience that is looking for a transaction of some sort and will remain highly engaged in the app. Consumers engage with the offerwall for app discovery and brand discovery, all while getting further and deeper into the app they’re already using.So, how does this all work together - how do the advertiser and consumer come together in that moment or transaction? Sarah ran through a few of the most popular offerwall pricing models to help advertisers get campaigns started:Cost per engagement (CPE): Here, advertisers only pay when a user installs an app and completes a specific engagement event. This is all about getting users deeper down the funnel. Ask yourself, what do you want the user to do to remember the app and what would encourage them to use it again?Multi-reward cost per engagement (MR-CPE): In this pricing model, you pay in incremental steps as a user works towards completing a deep engagement event. This way, you can reward the user for completing more actions - not only installing and opening, but installing, opening and downloading a coupon or making a purchaseCost per action (CPA): You’ll pay when a user completes a quiz, action on a website, or purchases from a brand. This is the most common format during the holidays and it can be used in a lot of creative ways. Cost per install (CPI): You’ll pay each time a user installs your app, which is really about getting your app out there in the market and driving app discovery. Surveys: Pay when a user completes a survey to help you better understand user behavior - how they feel, what are their thoughts, what are they into, etc. Next, Sarah dove into best practices for mastering this ad unit during the holidays - saying that the most important thing to keep in mind is timing.There are tons of new devices entering the market - all the major players are releasing the latest versions of their best-selling devices and if you’re an early adopter of technology, you may already have one. Device sales increase heavily starting now and many will end up wrapped up as gifts. Starting with the offerwall now can help you be top of mind as new devices enter homes globally. Second, with holiday shopping starting earlier this year compared to last year according to our report, it’s important to remind users that the holidays are coming and that right now is the time to shop. You can provide this sense of urgency in your messaging, which we will discuss in the next section. Third, level up with currency sales and double down on rewards on key shopping days, like Black Friday and Cyber Monday. Consumers will be inclined to engage with an offer that gives them extra rewards. As an advertiser, you can double down on your bid - the reward is higher, the traffic is higher. In fact, we’ve seen around a 35% lift in conversions during previous currency sales. Once the timing is right, how do you get your creative to capture all the great offerwall traffic?Stay competitive with special promotions, also known as currency sales. We know that users are looking for deals - 40% said that rewarded ads influence their purchasing decisions according to our report. Whether you’re offering a sale or special package, get creative and switch it up frequently to stay fresh, unique and competitive. Going back to providing a sense of urgency, it’s important to be reminding users not only to shop but who to shop for. Include “gifting” and “holiday” in your messaging and add holiday-themed graphics to your creatives, which are consistent reminders that the holidays are coming. You can even call out someone in particular with phrases like - “for that someone special in your life,” or “for your pet” to get consumers thinking about their gift lists. The Tapjoy offerwall has a shopping tab, which gives consumers a better understanding of what our advertisers do by highlighting their packaging, merchandising, and best-selling products. Give the shopper an idea of who your brand is and what will be shipped to their home.Overall, the offerwall is an excellent touchpoint to reach high-intent users that will drive high ROAS. If you’re looking to expand your touchpoints even further, on-device advertising is a unique way to take advantage of the new phones entering the market - covered by Jess Overton.Setting up on-device campaigns when everyone's buying new phonesJumping off of Sarah’s point that there are tons of new devices sold, unboxed, and unwrapped this time of year, Jess shared that 51% of consumers plan to give a new device as a gift for the holidays. With each new device, consumers get access to new forms of entertainment - Jess even alluded it to the world’s greatest mall. Ultimately, how consumers decide to interact with their devices is a function of the apps they download and engage with.Jess shared that 95% of users that will be unboxing new devices this Christmas will be downloading apps in the first 48 hours. During those 48 hours, consumers will install 60% of the apps they’ll download for the lifetime of the device. If you look at your device's home screen and ask yourself, “when was the last time you downloaded a bunch of apps?”, it’s probably been a while. That’s the power of capturing a download at device activation.ironSource Aura partners with top device manufacturers and mobile carriers to deliver app discovery experiences directly to users on their devices so you can get your app discovered at key moments during the device lifecycle, whether it’s during device activation on Christmas morning or after a major operating system update. On-device marketing enables dynamic bidding and endless opportunities for optimization, which is largely impossible on traditional preload channels. Being able to meet users at moments when they're ready to discover and experiment with new apps along with first-class optimization capabilities means that on-device marketing is a channel that converts potential users into high-value customers.There are three things to keep in mind about running on-device during the holiday season. First, holiday-ify your creatives. Second, you can reach a range of demographics for your app and price accordingly. Third, sit back and watch that LTV rack up.Holiday-ify your creativesData shows that tailoring your on-device creatives to the audience and the placement can generate a significant uplift in performance. For example, you can add a holiday graphic or theme, such as a Santa hat, to your app icon on the device setup placement. Or you can show real people in the holiday spirit on the full-screen offer placement.Reach a range of demographics and price accordinglySecond, you need to ensure the bid for each demographic. This is especially important during the holidays, because you only get one shot. There’s only one Christmas morning, consumers only unbox your device once, which means you as the advertiser have to get your bids right the first time. So pay attention to price and understand which demographics are most important to your campaign.To paint a better picture, Jess broke down demographics of device activations last Christmas: the Boomer group is slightly less represented, with 15% activating new devices. 29% of activations came from Gen X, 25% from Millennials, and 21% from Gen Z. Bottom line? The on-device channel is a great way to get in front of hard-to-reach demographics, such as the older than 55 group. For Gen Z who are bombarded with ads, the on-device channel cuts through the noise and gives you a way to reach these users in a different mindset.Prepare for long LTVOn-device channels are a much slower burn in terms of LTV and app engagement. When you think about Christmas morning and setting up your new device, you might download a travel app, food delivery app, a few shopping apps, a bunch of games, but you’re not ordering food right away or booking your next trip on Christmas. Ultimately, you’ll see users start to engage more at D14 or D30, and this effect is even more significant during the holiday season. After all, we spend a lot more time on our phones and dabbling with apps.Having a multi-channel approach to your holiday advertising strategy is critical, and being well-informed on how to optimize all of those components is a huge benefit. If you’ve made it this far, you should have all of the best practices you need to drive high-performing creatives, create an offerwall strategy that converts, and leverage a time period high in device activations.
    0 Yorumlar 0 hisse senetleri
  • Phone Companies Failed To Warn Senators About Surveillance, Wyden Says

    Sen. Ron Wydenrevealed in a new letter to Senate colleagues Wednesday that AT&T, Verizon and T-Mobile failed to create systems for notifying senators about government surveillance on Senate-issued devices -- despite a requirement to do so. From a report: Phone service providers are contractually obligated to inform senators when a law enforcement agency requests their records, thanks to protections enacted in 2020. But in an investigation, Wyden's staff found that none of the three major carriers had created a system to send those notifications.

    "My staff discovered that, alarmingly, these crucial notifications were not happening, likely in violation of the carriers' contracts with the, leaving the Senate vulnerable to surveillance," Wyden said in the letter, obtained first by POLITICO, dated May 21. Wyden said that the companies all started providing notification after his office's investigation. But one carrier told Wyden's office it had previously turned over Senate data to law enforcement without notifying lawmakers, according to the letter.

    of this story at Slashdot.
    #phone #companies #failed #warn #senators
    Phone Companies Failed To Warn Senators About Surveillance, Wyden Says
    Sen. Ron Wydenrevealed in a new letter to Senate colleagues Wednesday that AT&T, Verizon and T-Mobile failed to create systems for notifying senators about government surveillance on Senate-issued devices -- despite a requirement to do so. From a report: Phone service providers are contractually obligated to inform senators when a law enforcement agency requests their records, thanks to protections enacted in 2020. But in an investigation, Wyden's staff found that none of the three major carriers had created a system to send those notifications. "My staff discovered that, alarmingly, these crucial notifications were not happening, likely in violation of the carriers' contracts with the, leaving the Senate vulnerable to surveillance," Wyden said in the letter, obtained first by POLITICO, dated May 21. Wyden said that the companies all started providing notification after his office's investigation. But one carrier told Wyden's office it had previously turned over Senate data to law enforcement without notifying lawmakers, according to the letter. of this story at Slashdot. #phone #companies #failed #warn #senators
    TECH.SLASHDOT.ORG
    Phone Companies Failed To Warn Senators About Surveillance, Wyden Says
    Sen. Ron Wyden (D-Ore.) revealed in a new letter to Senate colleagues Wednesday that AT&T, Verizon and T-Mobile failed to create systems for notifying senators about government surveillance on Senate-issued devices -- despite a requirement to do so. From a report: Phone service providers are contractually obligated to inform senators when a law enforcement agency requests their records, thanks to protections enacted in 2020. But in an investigation, Wyden's staff found that none of the three major carriers had created a system to send those notifications. "My staff discovered that, alarmingly, these crucial notifications were not happening, likely in violation of the carriers' contracts with the [Senate Sergeant at Arms], leaving the Senate vulnerable to surveillance," Wyden said in the letter, obtained first by POLITICO, dated May 21. Wyden said that the companies all started providing notification after his office's investigation. But one carrier told Wyden's office it had previously turned over Senate data to law enforcement without notifying lawmakers, according to the letter. Read more of this story at Slashdot.
    0 Yorumlar 0 hisse senetleri
  • Wyden: AT&T, T-Mobile, and Verizon weren’t notifying senators of surveillance requests

    Sen. Ron Wyden sent a letter to fellow Senators on Wednesday, revealing that three major U.S. cellphone carriers did not have provisions to notify lawmakers about government surveillance requests, despite a contractual requirement to do so. 
    In the letter, Wyden, a Democrat and longstanding member of the Senate Intelligence Committee, said that an investigation by his staff found that AT&T, T-Mobile, and Verizon were not notifying Senators of legal requests — including from the White House — to surveil their phones. The companies “have indicated that they are all now providing such notice,” according to the letter.
    Politico was first to report Wyden’s letter.
    Wyden’s letter comes in the wake of a report last year by the Inspector General, which revealed that the Trump administration in 2017 and 2018 secretly obtained logs of calls and text messages of 43 congressional staffers and two serving House lawmakers, imposing gag orders on the phone companies that received the requests. The secret surveillance requests were first revealed in 2021 to have targeted Adam Schiff, who was at the time the top Democrat on the House Intelligence Committee.
    “Executive branch surveillance poses a significant threat to the Senate’s independence and the foundational principle of separation of powers,” wrote Wyden in his letter. “If law enforcement officials, whether at the federal, state, or even local level, can secretly obtain Senators’ location data or call histories, our ability to perform our constitutional duties is severely threatened.” 
    AT&T spokesperson Alex Byers told TechCrunch in a statement that, “we are complying with our obligations to the Senate Sergeant at Arms,” and that the phone company has “received no legal demands regarding Senate offices under the current contract, which began last June.”
    When asked whether AT&T received legal demands before the new contract, Byers did not respond.

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    Wyden said in the letter that one unnamed carrier “confirmed that it turned over Senate data to law enforcement without notifying the Senate.” When reached by TechCrunch, Wyden’s spokesperson Keith Chu said the reason was that, “we don’t want to discourage companies from responding to Sen. Wyden’s questions.” 
    Verizon and T-Mobile did not respond to a request for comment. 
    The letter also mentioned carriers Google Fi, US Mobile, and cellular startup Cape, which all have policies to notify “all customers about government demands whenever they are allowed to do so.” US Mobile and Cape adopted the policy after outreach from Wyden’s office.
    Chu told TechCrunch that the Senate “doesn’t have contracts with the smaller carriers.”
    Ahmed Khattak, a spokesperson for US Mobile, confirmed to TechCrunch that the company “did not have a formal customer notification policy regarding surveillance requests prior to Senator Wyden’s inquiry.” 
    “Our current policy is to notify customers of subpoenas or legal demands for information whenever we are legally permitted to do so and when the request is not subject to a court order, statutory gag provision, or other legal restriction on disclosure,” said Khattak. “To the best of our knowledge, US Mobile has not received any surveillance requests targeting the phones of Senators or their staff.”
    Google and Cape did not respond to a request for comment. 
    As Wyden’s letter notes, after Congress enacted protections in 2020 for Senate data held by third party companies, the Senate Sergeant at Arms updated its contracts to require phone carriers to send notifications of surveillance requests. 
    Wyden said that his staff discovered that “these crucial notifications were not happening.”
    None of these protections apply to phones that are not officially issued to the Senate, such as campaign or personal phones of Senators and their staffers. In the letter, Wyden encouraged his Senate colleagues to switch to carriers that now provide notifications.
    #wyden #atampampt #tmobile #verizon #werent
    Wyden: AT&T, T-Mobile, and Verizon weren’t notifying senators of surveillance requests
    Sen. Ron Wyden sent a letter to fellow Senators on Wednesday, revealing that three major U.S. cellphone carriers did not have provisions to notify lawmakers about government surveillance requests, despite a contractual requirement to do so.  In the letter, Wyden, a Democrat and longstanding member of the Senate Intelligence Committee, said that an investigation by his staff found that AT&T, T-Mobile, and Verizon were not notifying Senators of legal requests — including from the White House — to surveil their phones. The companies “have indicated that they are all now providing such notice,” according to the letter. Politico was first to report Wyden’s letter. Wyden’s letter comes in the wake of a report last year by the Inspector General, which revealed that the Trump administration in 2017 and 2018 secretly obtained logs of calls and text messages of 43 congressional staffers and two serving House lawmakers, imposing gag orders on the phone companies that received the requests. The secret surveillance requests were first revealed in 2021 to have targeted Adam Schiff, who was at the time the top Democrat on the House Intelligence Committee. “Executive branch surveillance poses a significant threat to the Senate’s independence and the foundational principle of separation of powers,” wrote Wyden in his letter. “If law enforcement officials, whether at the federal, state, or even local level, can secretly obtain Senators’ location data or call histories, our ability to perform our constitutional duties is severely threatened.”  AT&T spokesperson Alex Byers told TechCrunch in a statement that, “we are complying with our obligations to the Senate Sergeant at Arms,” and that the phone company has “received no legal demands regarding Senate offices under the current contract, which began last June.” When asked whether AT&T received legal demands before the new contract, Byers did not respond. Techcrunch event Join us at TechCrunch Sessions: AI Secure your spot for our leading AI industry event with speakers from OpenAI, Anthropic, and Cohere. For a limited time, tickets are just for an entire day of expert talks, workshops, and potent networking. Exhibit at TechCrunch Sessions: AI Secure your spot at TC Sessions: AI and show 1,200+ decision-makers what you’ve built — without the big spend. Available through May 9 or while tables last. Berkeley, CA | June 5 REGISTER NOW Wyden said in the letter that one unnamed carrier “confirmed that it turned over Senate data to law enforcement without notifying the Senate.” When reached by TechCrunch, Wyden’s spokesperson Keith Chu said the reason was that, “we don’t want to discourage companies from responding to Sen. Wyden’s questions.”  Verizon and T-Mobile did not respond to a request for comment.  The letter also mentioned carriers Google Fi, US Mobile, and cellular startup Cape, which all have policies to notify “all customers about government demands whenever they are allowed to do so.” US Mobile and Cape adopted the policy after outreach from Wyden’s office. Chu told TechCrunch that the Senate “doesn’t have contracts with the smaller carriers.” Ahmed Khattak, a spokesperson for US Mobile, confirmed to TechCrunch that the company “did not have a formal customer notification policy regarding surveillance requests prior to Senator Wyden’s inquiry.”  “Our current policy is to notify customers of subpoenas or legal demands for information whenever we are legally permitted to do so and when the request is not subject to a court order, statutory gag provision, or other legal restriction on disclosure,” said Khattak. “To the best of our knowledge, US Mobile has not received any surveillance requests targeting the phones of Senators or their staff.” Google and Cape did not respond to a request for comment.  As Wyden’s letter notes, after Congress enacted protections in 2020 for Senate data held by third party companies, the Senate Sergeant at Arms updated its contracts to require phone carriers to send notifications of surveillance requests.  Wyden said that his staff discovered that “these crucial notifications were not happening.” None of these protections apply to phones that are not officially issued to the Senate, such as campaign or personal phones of Senators and their staffers. In the letter, Wyden encouraged his Senate colleagues to switch to carriers that now provide notifications. #wyden #atampampt #tmobile #verizon #werent
    TECHCRUNCH.COM
    Wyden: AT&T, T-Mobile, and Verizon weren’t notifying senators of surveillance requests
    Sen. Ron Wyden sent a letter to fellow Senators on Wednesday, revealing that three major U.S. cellphone carriers did not have provisions to notify lawmakers about government surveillance requests, despite a contractual requirement to do so.  In the letter, Wyden, a Democrat and longstanding member of the Senate Intelligence Committee, said that an investigation by his staff found that AT&T, T-Mobile, and Verizon were not notifying Senators of legal requests — including from the White House — to surveil their phones. The companies “have indicated that they are all now providing such notice,” according to the letter. Politico was first to report Wyden’s letter. Wyden’s letter comes in the wake of a report last year by the Inspector General, which revealed that the Trump administration in 2017 and 2018 secretly obtained logs of calls and text messages of 43 congressional staffers and two serving House lawmakers, imposing gag orders on the phone companies that received the requests. The secret surveillance requests were first revealed in 2021 to have targeted Adam Schiff, who was at the time the top Democrat on the House Intelligence Committee. “Executive branch surveillance poses a significant threat to the Senate’s independence and the foundational principle of separation of powers,” wrote Wyden in his letter. “If law enforcement officials, whether at the federal, state, or even local level, can secretly obtain Senators’ location data or call histories, our ability to perform our constitutional duties is severely threatened.”  AT&T spokesperson Alex Byers told TechCrunch in a statement that, “we are complying with our obligations to the Senate Sergeant at Arms,” and that the phone company has “received no legal demands regarding Senate offices under the current contract, which began last June.” When asked whether AT&T received legal demands before the new contract, Byers did not respond. Techcrunch event Join us at TechCrunch Sessions: AI Secure your spot for our leading AI industry event with speakers from OpenAI, Anthropic, and Cohere. For a limited time, tickets are just $292 for an entire day of expert talks, workshops, and potent networking. Exhibit at TechCrunch Sessions: AI Secure your spot at TC Sessions: AI and show 1,200+ decision-makers what you’ve built — without the big spend. Available through May 9 or while tables last. Berkeley, CA | June 5 REGISTER NOW Wyden said in the letter that one unnamed carrier “confirmed that it turned over Senate data to law enforcement without notifying the Senate.” When reached by TechCrunch, Wyden’s spokesperson Keith Chu said the reason was that, “we don’t want to discourage companies from responding to Sen. Wyden’s questions.”  Verizon and T-Mobile did not respond to a request for comment.  The letter also mentioned carriers Google Fi, US Mobile, and cellular startup Cape, which all have policies to notify “all customers about government demands whenever they are allowed to do so.” US Mobile and Cape adopted the policy after outreach from Wyden’s office. Chu told TechCrunch that the Senate “doesn’t have contracts with the smaller carriers.” Ahmed Khattak, a spokesperson for US Mobile, confirmed to TechCrunch that the company “did not have a formal customer notification policy regarding surveillance requests prior to Senator Wyden’s inquiry.”  “Our current policy is to notify customers of subpoenas or legal demands for information whenever we are legally permitted to do so and when the request is not subject to a court order, statutory gag provision, or other legal restriction on disclosure,” said Khattak. “To the best of our knowledge, US Mobile has not received any surveillance requests targeting the phones of Senators or their staff.” Google and Cape did not respond to a request for comment.  As Wyden’s letter notes, after Congress enacted protections in 2020 for Senate data held by third party companies, the Senate Sergeant at Arms updated its contracts to require phone carriers to send notifications of surveillance requests.  Wyden said that his staff discovered that “these crucial notifications were not happening.” None of these protections apply to phones that are not officially issued to the Senate, such as campaign or personal phones of Senators and their staffers. In the letter, Wyden encouraged his Senate colleagues to switch to carriers that now provide notifications.
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