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How much PR firms like FTI Consulting and Edelman pay staffers

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Hi! Welcome to the Insider Advertising daily for August 19. I'm Lauren Johnson, a senior advertising reporter at Business Insider. Subscribe here to get this newsletter in your inbox every weekday. Send me feedback or tips at ljohnson@businessinsider.com

A reminder that Business Insider is looking for nominations for the chief marketing officers to watch in 2020. Submit your nominations here by August 24.

Today's news: How much top PR firms pay, TikTok's advertising blitz, and Amazon ups its advertising spend. 


Edelman Getty

PR industry salaries revealed: How much top firms like Edelman, MSL, and Teneo pay employees, from account executives to managing directors

Read the full story here.


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TikTok is making its biggest ever advertising push as it faces the threat of a ban in the US

Read the full story here.


Jeff bezos

Amazon, the biggest US advertiser, is ramping up its ad spend after a coronavirus pause

Read the full story here.


More stories we're reading:

Thanks for reading and see you tomorrow! You can reach me in the meantime at ljohnson@businessinsider.com and subscribe to this daily email here.

— Lauren

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Elon Musk has tripled his wealth during the pandemic, joining a list of 12 Americans collectively worth more than $1 trillion (TSLA, AMZN, FB, GOOG, GOOGL, BRK.A, WMT, ORCL, MSFT)

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Elon Musk

America's richest individuals are getting richer and showing no signs of slowing down during the pandemic.

The trend is most prominent among the dozen wealthiest Americans, whose collective net worth passed $1 trillion last week, according to a new analysis from the Institute for Policy Studies using data from Forbes and Bloomberg's billionaire trackers.

Since March 18, around the time the pandemic first started wreaking havoc on the US economy, the country's top 12 wealthiest people have seen their personal fortunes skyrocket alongside COVID-19 cases, raking in an additional $283 billion — an increase of nearly 40% — the IPS report found.

By comparison, US household wealth during the first quarter plummeted by 5.6%, the largest drop since the 1950s, and more than half of US households have lost income this year.

Wealth and income inequality in the US had already hit record highs before the pandemic. But in a sign that economic fallout from the coronavirus has further concentrated wealth at the top, data from the US Federal Reserve shows that the top 1% of Americans actually saw their share of overall wealth in the US decrease from 29.3% to 27.8% during the first quarter of 2020, even as those at the very top saw massive gains.

In particular, those gains have gone to the executives and founders of the largest US tech companies, which surged past Wall Street expectations last quarter despite declining revenues. Of the 12 wealthiest Americans included in IPS's analysis, eight hail from the tech industry.

They include Amazon CEO Jeff Bezos (with a net increase since March of $76.5 billion), Microsoft cofounder Bill Gates ($16.1 billion), Facebook CEO Mark Zuckerberg ($40.8 billion), Tesla and SpaceX CEO Elon Musk ($48.5 billion), former Microsoft CEO Steve Ballmer ($18.8 billion), Oracle founder Larry Ellison ($11.9 billion), and Google cofounders Larry Page ($16.5 billion) and Sergey Brin ($16.5 billion).

While Bezos has been the biggest beneficiary of the pandemic in terms of largest net worth increase, Musk saw the highest percentage gains with a 228% boost, taking his personal fortune from $24.6 billion pre-pandemic to $73.1 billion as of August 13, according to IPS.

Musk's wealth climbed another $8 billion Monday as Tesla stock soared to an all-time high, making him the fourth wealthiest person in the world.

Others on IPS' list included Berkshire Hathaway CEO Warren Buffett ($13.1 billion increase), and Walmart heirs Alice Walton ($8.2 billion), Jim Walton ($7.7 billion), and Rob Walton ($7.9 billion).

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THE SMART SPEAKER REPORT: Smart speakers could be the fastest-growing digital platform ever — here's how to engage with customers through the devices

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The smart speaker has been a runaway success in the handful of years since it hit the market, catapulting from obscurity to the peak of sales lists and cementing itself in the public consciousness.

smart speaker ownership overall

According to primary survey data from Business Insider Intelligence, as many as half of US respondents reported living in a home with a voice-enabled AI device.

The prevalence of smart speakers is changing how companies in a range of spaces — media, e-commerce, smart home, banking, and more — interact with consumers.

For companies looking to sell these speakers and brands looking to engage with their customers through the now-critical medium, it's important to understand how the voice ecosystem works in practice and how it's being used. 

To learn more about adoption and habits, we surveyed 2,000 US consumers regarding factors like smart speaker ownership, what brands consumers use, and what they use the devices to do. Our survey data offers critical insights for key stakeholders at companies aiming to promote and use the smart speaker to reach customers.

In TheSmart Speaker Report, Business Insider Intelligence examines the fast-evolving smart speaker market. First, we provide a glimpse into smart speaker adoption in the US, both overall and by particular demographics. Then, we look at the characteristics of device owners, including how many speakers they own, which types, how often they use them, and what they use them to do. We also break down the top smart speaker use cases and the reasons why they are or aren't resonating with consumers, and advise brands looking to reach their users via this medium how best to do so.

The companies mentioned in this report are: Amazon, American Express, Apple, Deezer, Google, Nest, Pandora, Samsung, Spotify, and TuneIn.

Here are some key takeaways from the report:

  • 5 years since the first device in its category launched, the smart speaker may be demonstrating one of the fastest rates of consumer adoption of any technology device in history, outpacing even the smartphone, per our data.
  • More than half of US respondents who said that they live in households with a smart speaker reported having multiple speakers in their household, and nearly all living in households with speakers use them at least once a week.
  • Media playback, general information, and communication are among the most commonly used features of smart speakers for device users.

In full, the report:

  • Provides a snapshot of the current state of smart speaker adoption.
  • Highlights the most important ways that consumers are using the devices and looks at what will come next in key segments.
  • Identifies key trends in smart speaker and voice assistant design and usage and offers guidance for companies and brands looking to use the platform moving forward.

Interested in getting the full report? Here's how to get access:

  1. Purchase & download the full report from our research store. >> Purchase & Download Now
  2. Join thousands of top companies worldwide who trust Business Insider Intelligence for their competitive research needs. >>Inquire About Our Enterprise Memberships
  3. Current subscribers can read the report here.

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10 things in tech you need to know today

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Good morning! This is the tech news you need to know this Wednesday. Sign up here to get this email in your inbox every morning.

  1. TikTok is hiring hundreds more US staff in a show of confidence against Trump. Many of the listings involve the company's trust-and-safety team, which has been tasked with proving the app does not harvest or handle data differently from other platforms.
  2. An anti-vaxxer group is suing Facebook for putting fact-checking labels on anti-vaccine posts. The complaint accuses Facebook of violating the First Amendment — a law that only applies to government entities and not private companies.
  3. Alphabet's Wing named a new head of operations as the drone-delivery company looks to expand its global reach. David Kunst will oversee "a further expansion of our global operations and the use cases we can support," a Wing spokesperson said.
  4. Experts say Oracle's reported interest in buying TikTok could be a ploy to drive up the price for the popular video app, which rival Microsoft is looking to acquire. Buying a popular consumer brand doesn't make sense for an enterprise powerhouse like Oracle, analysts say.
  5. Uber and Lyft are considering franchise models to avoid shutdowns in California. Uber and Lyft are considering a gig-work model that harkens to the days of livery cab fleets. 
  6. Amazon is investing $1.4 billion to expand into 6 cities outside of Seattle. The move could allow Amazon to expand its talent pool and potentially adjust salaries down in more affordable cities.
  7. Netflix has canceled 'Patriot Act with Hasan Minhaj' as it continues to struggle with topical talk shows. The streaming giant has struggled with the talk show genre, having previously canceled shows like "Chelsea," "The Break with Michelle Wolf," and "The Joel McHale Show" after one or two seasons. 
  8. Oculus will require people to log in through Facebook before they can use its VR devices. The move comes as Facebook remains subject to a congressional antitrust probe investigating the firm and other tech giants over anticompetitive business practices.
  9. Elon Musk has tripled his wealth during the pandemic, joining a list of 12 Americans collectively worth more than $1 trillion. Musk's wealth climbed another $8 billion Monday as Tesla stock soared to an all-time high, making him the fourth wealthiest person in the world.
  10. Carnival says ransomware hackers were able to access personal data of cruise ship guests and workers. The cruise operator said it had launched an investigation into a ransomware attack on one of its brand's IT systems.

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Sustainability startup Persefoni was only founded in January and just raised $3.5 million — check out the pitch deck that won investors over

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Persefoni

  • Carbon management startup Persefoni has raised $3.5 million in fundraising – less than a year after being founded in January 2020. 
  • Persefoni offers clients a single, accessible dashboard to monitor emissions – taking in everything from electricity use to plane journeys. 
  • The carbon management industry is predicted to be worth around $12 billion by 2025, according to analysts at Markets and Markets. 
  • We got an exclusive look at the pitch deck Persefoni used to bring investors on board. 
  • Visit Business Insider's homepage for more stories.

Persefoni, a startup helping businesses keep track of their carbon footprint using AI, has raised $3.5 million in seed funding, after being backed by the Rice Investment Group and Carnrite Ventures. 

As big business becomes increasingly conscious of its environmental impact, demand for carbon management solutions is expected to grow. Analysts at Markets and Markets predict the industry will be valued at $12 billion by 2025. 

Persefoni was cofounded by former Accenture executive Kentaro Kawamori, alongside business partners Kim Stroh and Jason Offerman, in January. The company is based in Arizona.

The firm offers clients what is calls the world's first ever "business-centric platform [connecting] the entire sustainability disclosure and reporting cycle", allowing corporates to keep track of all their emissions: incorporating everything from electricity bills to plane journeys. 

Check out the pitch deck Persefoni used to bring investors on board below: 























Trump supports a TikTok acquisition by Oracle, whose chairman is a major supporter

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Trump

  • President Trump backed an Oracle acquisition of Chinese-owned video app TikTok, which has until November 12 to sell off its US business or face a ban. 
  • Trump told reporters on Tuesday that Oracle was "a great company" and that it "could handle it." He added that Oracle had until mid-September to conclude a deal for TikTok.
  • Oracle's cofounder and executive chairman, Larry Ellison, is a Trump supporter who held a fundraiser for the president in February 2020.
  • Visit Business Insider's homepage for more stories.

President Trump has backed Oracle's bid to buy TikTok, the popular Chinese-owned video app that must sell its US business within months or face a ban in the country.

The Financial Times first reported Tuesday that the software giant had entered the race to buy TikTok. It is working with US VC firms such as Sequoia Capital and General Catalyst, both investors in TikTok parent ByteDance.

Asked on Tuesday what he thought of Oracle, Trump said: "Well, I think Oracle is a great company, and I think its owner is a tremendous guy. He's a tremendous person. I think that Oracle would be certainly somebody that could handle it. Yeah. We gave them until September 15."

Trump appears to be referring to Oracle cofounder and executive chairman Larry Ellison, who owns more than a billion shares in Oracle. He is a high-profile Trump supporter, and held a fundraiser for the president in February, leading to a walkout by Oracle employees.

It isn't clear how close Oracle is to striking a deal.

Microsoft confirmed at the beginning of August that it was in talks to buy TikTok's operations in the US, Canada, New Zealand, and Australia, alongside other potential investors. CEO Satya Nadella has spoken to Trump directly about the deal.

The negotiations follow Trump issuing two executive orders targeting ByteDance.

The first bans US companies or individuals from "transacting" with ByteDance and sets a 45-day deadline for the Chinese company to strike a deal to sell off TikTok's US business. A second executive order sets a 90-day deadline on completion of a deal. The Trump administration claims TikTok is a national security threat because of its ties to China, something the company has consistently denied.

TikTok has threatened to take the administration to court over the executive orders. Separately, TikTok's US employees are preparing a lawsuit against the admnistration because they fear the orders mean they won't get paid.

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Apple's massive $2 trillion market cap proves Tim Cook's early doubters were dead wrong (AAPL)

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tim cook apple

  • Apple became the first US-listed company to hit a $2 trillion valuation on Wednesday, a milestone for the company under CEO Tim Cook's tenure.
  • When Cook took over as CEO, there were many questions about whether the company could continue to innovate without Jobs.
  • Nearly a decade into his tenure as Apple's CEO, Cook has put his stamp on the company, transforming Apple into a company that's focused on digital health, privacy, sustainability, and digital services.
  • Cook was tasked with leading Apple as the market for its key product — the smartphone — matured, forcing the company to expand and innovate in new ways.
  • Apple's $2 trillion market capitalization is another vote of confidence in Cook's Apple.   
  • Visit Business Insider's homepage for more stories.

When Tim Cook took over as Apple's CEO in August 2011 shortly before Steve Jobs' death, his earliest critics questioned the direction of Apple's innovationand creativity without Jobs, mostly driven by the fact that Apple's most beloved products were still those invented under Jobs. 

Simply put, Cook was known for his prowess in operations, while Jobs was the visionary. Jobs even said that Cook isn't "a product person," according to his biographer Walter Isaacson. 

But in 2020, those concerns seem less relevant than ever. The tech giant became the first United States-listed company — and only the second company ever, after Saudi Aramco — to hit a $2 trillion market capitalization on Wednesday, a valuation sure to be one of the hallmarks of Cook's tenure.

The $2 trillion milestone is just another sign that Cook's early critics were wrong. Apple may never invent another product that's as revolutionary as the iPhone, but Cook has pulled off an even more challenging feat: stepping out of Jobs' shadow.

Under Cook's reign, Apple has evolved into more than just the "iPhone" or "iPod" company. It's delved into the digital health market, dominated the wearable tech industry with the Apple Watch, created a new product category that's been widely emulated by competitors with its AirPods, and re-invented itself as a company that's just as focused on digital services as it is hardware.

It's also made a major push for privacy and sustainability in an industry not known for either, including committing to becoming 100% carbon neutral for its supply chain and products by 2030. And Cook has deftly navigated a trade war with China and a global pandemic that uprooted its global operations. 

Cook succeeded in making Apple his own, but he also effectively morphed Apple's business as the industry began to change. The smartphone market started to mature only a few years after Cook took over, sparking worries about Apple's future given its reliance on the iPhone. The pressure was mounting for Apple to build "the next big thing," setting expectations for the Apple Watch sky-high when Apple unveiled it back in 2014.

The Apple Watch wasn't an immediate hit. Initial reviews were lukewarm, but fast-forward to 2020, and Apple now ships more wearable devices than any other company, including its biggest competitors like Samsung, Huawei, and Fitbit, according to The International Data Corporation.

Apple's services business has also blossomed under Cook, as it's now the second-largest driver of Apple's quarterly revenue behind the iPhone. The company's success in both wearables and services helped offset slowing iPhone sales throughout 2019, giving Wall Street confidence about Apple's long-term outlook and easing concerns about the iPhone's slump.

Of course, not everything under Cook will be remembered fondly. Apple, and other tech giants such as Google, Facebook, and Amazon, have been under scrutiny over concerns that their dominance and influence hampers competition in the industry. Apple's position as both the operator of and a competitor in its App Store has been at the heart of lawmaker's concerns, and "Fortnite" creator Epic is the latest developer to take issue with the company's controversial policies.

Apple has also been at odds with the FBI under Cook's watch over its refusal to create a backdoor into iPhones to assist with investigations because of security concerns. And not every new Apple product released under Cook's tenure has been a hit; Apple's HomePod smart speaker trails rival devices from Google and Amazon.

Cook's innovation has turned Apple into a modern corporation with multiple revenue streams — not just a hardware manufacturer with a devoted user base. But Apple's $2 trillion valuation is a sign that these long-term bets on services and subscriptions are certainly paying off. 

SEE ALSO: Apple is expected to release a larger iPhone 12 Pro later this year — here's everything we know about Apple's next high-end iPhones so far

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Inside the life of Natalie Mariduena, YouTube star David Dobrik's assistant and childhood best friend who has helped grow his business

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Natalie Mariduena

  • Natalie Mariduena has over 4 million followers on Instagram and is known online as YouTube star David Dobrik's childhood best friend and assistant. 
  • When she's not appearing in Dobrik's vlogs or TikToks, she is working beside him to help design items of merchandise or plan out content. 
  • Her involvement in the business started a few years ago as an intern, when Dobrik asked her to come out to Los Angeles and help him out.
  • Mariduena spoke with Business Insider about what it's like to work for Dobrik and explained how his business works.
  • Subscribe to Business Insider's influencer newsletter: Influencer Dashboard.

Fans of YouTube star David Dobrik know Natalie Mariduena as "David's assistant Natalie," and his childhood best friend from Chicago.

Officially, Mariduena is an executive assistant of David Dobrik LLC, and when she's not appearing in Dobrik's vlogs or TikToks, she is working beside him to help scale the growing business.

Mariduena's involvement started a few years ago when Dobrik, who is one of YouTube's most popular creators with 18 million subscribers, asked her to come out to LA and help him out.

"I had one more semester of college I had to finish, and my parents would kill me if I just wasted all that money," Mariduena told Business Insider. So instead of dropping out, she left Chicago in 2017 and flew out to LA to complete an internship with David Dobrik LLC for college credit.

"His business was growing significantly and he needed an extra hand," she said. "And I was always kind of that sisterly, responsible figure."

Since then, Mariduena and Dobrik have become celebrity-level influencers, with the media constantly speculating if they are dating (they aren't), new TV projects with Discovery and Nickelodeon, and most recently, expanding into a new $9.5 million LA mansion.

"Although I was hesitant at first, I'm so happy I did make the decision to move out here and work with him," Mariduena said of working with Dobrik. "It evolved from it being this internship for credits to this real role that I have in executing whatever business he's in."

Natalie Mariduena

'David and I do everything together'

Even though Dobrik and his squad are massively popular online, those who aren't tapped into the world of influencers may not understand their business.

"Even my parents," Mariduena said. "They are still confused because there isn't really a job description or proper title."

"I definitely came into it with this perspective like, OK, I'm going to do this six-month internship and then I'll move back to Chicago and keep living my life," she continued. "I quickly found that wasn't going to be the case and that I actually wanted to stay in California and working with David for a long period of time."

Since then, Mariduena has become an influencer herself, with 4 million followers on Instagram, a manager of her own (she's signed with Digital Brand Architects), brand deals, and even 215,000 followers on her closet account (a separate account some influencers make specifically for outfit pictures).

But she said that everything she does is a part of the larger team. 

"As much as I have my own following and things like that, David and I do everything together and it's not really so much me doing my own thing, as much as like there's a lot of females who follow David and have followed me and attach to our storyline and this friendship," she said.

When it comes to his videos, Dobrik is often the man behind the camera and he relies on his friends to help him create interesting content. 

"Whenever he makes a decision there are like ten people involved," she said. "I think that's kind of what's so important, and how we continue to work together as such a good team."

A day in the life working for a YouTube star

Since the coronavirus pandemic hit the US, Dobrik has halted filming weekly videos for his YouTube channel. He hasn't posted a video since April and he stopped his regular uploads in March.

Mariduena said they do want to get back into creating YouTube videos again. But for now, Dobrik is focused on his latest project, a TV show for Discovery, and filming content for TikTok (he recently became one of 19 recipients to get money from TikTok's new creator fund.)

During the week, Mariduena is usually with Dobrik helping him on set or attending meetings. And in general, their schedule is a lot less exciting than what's shown in his four-minute vlogs, she said. 

"It's a lot more mundane than people think," she said. "It's a lot of emails, calls, a lot of sitting around and scrolling through social media and seeing what people like. Especially during quarantine there are several times where we will just go back and watch the old vlogs and reminisce on how much fun we had and how we did it." 

Her "all-time favorite moment" was the day Dobrik married Lorraine Nash, who is the mom of Vlog Squad member Jason Nash. The marriage was a prank and lasted about a month. Dobrik filmed the wedding, which took place in Hawaii, and that video has 12 million views

"They had a conversation that day and then later that night we were on a plane to Boston to propose to his mother," Mariduena said. "It was so epic." 

Her second favorite experience was a brand trip with the video game company Electronic Arts.

"One of the most lavish vlogs that we did was we went to Miami with EA and they rented us a private plane and we went and picked up our friend in Chicago – there were cars, a party and the beach, a yacht, just the most epic vacation you could ever think of, and it was just so awesome because we could do it together," she said. "Those are the best moments. When we are all taking trips together." 

Believe it or not our beards grow really quick, thankfully @dollarshaveclub now has the Double Razor Share Pack so we stay looking cuuute #ad

A post shared by Natalie M (@natalinanoel) on Mar 16, 2020 at 12:04pm PDT on

 

Inside the business working with brands, building an app, and creating merchandise   

There are a number of lucrative ways influencers have expanded their businesses, like working with brands on long-term partnerships and selling merchandise. 

"I definitely did not understand – especially a few years ago – how influencers and social-media personalities were monetizing," Mariduena said. "If you're not in it, it's really hard to understand."

Last December, Dobrik's business branched out into the app world by launching "David's Disposable," a photo app designed to mimic the experience of using a disposable camera. The app gained 2 million users in two months, and Mariduena is a part of the growing the team working to launch a new "more fleshed out" version called "Disposable 2.0" by the end of the year.  

In March, Dobrik told The Wall Street Journal that custom merchandise from Fanjoy made up the majority of his income. The company helps him design, develop, and distribute a new collection of sweatshirts, T-shirts, and other branded items about once a month. Mariduena is in communication with Fanjoy on an almost daily basis helping with design concepts for future collections, Fanjoy CEO Chris Vaccarino told Business Insider.

"For me specifically, I love fashion and I love clothing," Mariduena said. "That's what translates into my relationship with Fanjoy, and why I'm so hands-on there is because I genuinely love it and think it's so fun to see someone out that's wearing a design that I came up with." 

Outside of merchandise, Dobrik's business also runs on brand deals, and Mariduena said she's helped a lot with those projects as well. Dobrik is known for putting his own spin on the deals he does, like using the brand's money to surprise friends with gifts like a new Tesla, or by paying off their college tuition.

Mariduena said brands should understand and be receptive to influencer campaign tweaks or changes, because that is what's going to make a campaign "instantly more successful." She said some brands trusted them with that off the bat, and slowly more are starting to understand. 

Overall, being successful online is "a lot of hard work and a little bit of luck," Mariduena said. 

"The No. 1 thing that I've learned working with David, and having the role that I do, is everything that he does is very quick, whether that's the YouTube videos or when he has an idea he wants it executed very quickly," she said. "A lot of the people that we partner with understand that about David, and how we get all these fun things done so quickly is that mutual understanding, and they trust that we are going to make something cool."


Read more about Dobrik and the influencer industry on Business Insider:

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THE INTERNET OF MEDICAL THINGS: The coronavirus is catalyzing a need for healthcare IoT in the US — here's how connectivity and technology providers are carving out their place in the market

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Healthcare providers have been turning to the Internet of Medical Things (IoMT) to facilitate their digital transformation since before the coronavirus hit the US — but the pandemic has caused a sea change in providers' willingness to implement IoT solutions that augment efforts in preparing for, containing, and diagnosing the virus. 

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As the backbone that powers the IoMT, connectivity and technology providers have a mounting opportunity to capture a larger slice of the market as it evolves alongside the coronavirus pandemic. Prior to the pandemic, healthcare providers were forecast to adopt IoT devices at one of the fastest rates of any industry segment, with the installed base of IoT endpoints expected to grow 29% year-over-year in 2020.

And pre-pandemic, healthcare was among the top three industries expected to see the fastest growth rates (15.4%) in IoT investment in terms of spending over the 2017-2022 forecast period. But the coronavirus is fundamentally changing how healthcare can be accessed and delivered in the US, and we expect to see even faster growth throughout 2020 — and that this upward momentum will outlast the pandemic.

In TheInternet of Medical Things, Business Insider Intelligence assesses the North American IoMT market and explores how the IoMT opportunity for connectivity providers is evolving alongside the coronavirus pandemic, and how these players are carving out their place in the growing segment. We first unpack the opportunities for connectivity and technology providers in the IoMT market and outline how the coronavirus pandemic will impact demand for various IoT solutions in healthcare. We then detail how emerging techonlogies are propelling the healthcare IoT space forward. Finally, we explore how connectivity and technology players can expand within the IoMT ecosystem.

The companies mentioned in this report include: AT&T, Augmedics, AVIA, Choice IoT, DarioHealth, Eko, GE Healthcare, Intel, Medtronic, Packet, Phillips, PlushCare, PTC, Smardii, Sprint, Telit, Vuzix, XENEX, Zebra. 

Here are some of the key takeaways from the report: 

  • Healthcare providers are prioritizing IoT investment in solutions that enhance virtual care delivery, augment emergency services and triage, and automate or streamline tasks. 
  • The IoMT opportunities for connectivity and technology providers will only be amplified as the IoT intersects with other emerging technologies. 
  • We interviewed executive decision-makers in the connectivity and technology space to gather their insights on how they determine which IoMT opportunities to prioritize, the best go-to-market strategy for these new opportunities, and what goes into the decision process when selecting a partner to expand within the IoMT. 
  • The report also highlights the opinions of executive decision-makers in the connectivity and technology space on topics that include: telemedicine, preventative care, administrative operations, 5G, edge computing, artificial intelligence, and augmented reality. 

In full, the report: 

  • Sizes the North American IoMT market through 2022 and explains how it compares with pre-coronavirus estimates. 
  • Identifies the three biggest IoMT opportunities for connectivity and technology providers based on conversations with companies entrenched in the IoMT ecosystem, and on our analysis of their impact, scalability, early evidence of value creation, and increased utility amid the coronavirus pandemic.
  • Provides recommendations for connectivity and technology providers on how to carve out and expand their footprint in ways that unlock the most value. 

Interested in getting the full report? Here's how to get access:

  1. Business Insider Intelligence analyzes the tech industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more. >> Check if your company has BII Enterprise membership access to the full report
  2. Sign up for the  Connectivity & Tech Briefing, Business Insider Intelligence's expert email newsletter keeping you up-to-date on the people, technologies, trends, and companies shaping the future of healthcare, delivered to your inbox 6x a week. >>Get Started
  3. Purchase & download the full report from our research store. >> Purchase & Download Now

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A tech recruiting platform used by Amazon and PayPal is tackling bias by eliminating the need for resumes and cover letters in the hiring process — here's how it works

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Sachin Gupta

  • While women make up nearly half of the overall US workforce, they hold less than half of the positions in the top US tech companies. The numbers are even lower for people of color.
  • Recruiting firm HackerEarth is hoping to solve the diversity problem in tech with its new anti-bias platform.
  • They've restructured the hiring process so that candidates are evaluated solely based on their skill level through at-home, blind assessments — all other details around their gender, race, or educational background are removed from the recruiter's view.
  • "We have seen a lot of interest and adoption from our enterprise customers," said Sachin Gupta, founder and CEO of HackerEarth. "Fighting bias is a much more acute problem for larger organizations because it can be difficult to monitor unconscious bias across a larger panel of interviewees, hence there is a need for a solution that is embedded into their tools."
  • Visit Business Insider's homepage for more stories.

While many high-paying fields like medicine and law pose plenty of barriers to entry, including the number of years of study and degrees required to practice, another lucrative industry — the tech sector — offers the allure of an easier path. At least, on the surface. 

"Today, anyone with a laptop and internet connection can learn to code," Sachin Gupta, founder and CEO of HackerEarth, a global company that connects talent with opportunities at Amazon, PayPal, Intuit, and more, told Business Insider. "It doesn't matter what your educational background is or where you worked in the past. The only thing that really matters is your skill."

The problem is, while there may be fewer challenges when it comes to acquiring the skills needed, the tech industry is not without its own barriers to entry. After all, the field has a well-known diversity problem when it comes to hiring equitably across gender, race, and ethnicity. 

While women make up nearly half (about 47%) of the overall US workforce, they hold less than half of the positions in the top US tech companies, making up 29 to 42% of the general workforce at Microsoft, Google, Apple, Facebook, and Amazon— and face even worse odds when it comes to leadership roles, holding 20 to 27% of these positions among these same employers. 

Women of color face even greater challenges, with about 13% of computing and math-related jobs held by Black women, 6% held by Asian-American women, and 5.4% held by Latinx women — compared to 25% of computing-related jobs held by women of all racial and ethnic backgrounds, according to the National Center for Women and Information Technology 2020 Scorecard

In the fall of 2019, Wired reviewed the first five years of tech diversity reports from Apple, Facebook, Google, and Microsoft and found that while the share of women in tech has made some limited gains, there has been little growth for Black and Latinx workers in tech — and the industry overall is still disproportionately comprised of white or Asian-American male workers. 

"The problem of unconscious bias is real and deep rooted and we need a systematic approach to solve it," said Gupta.

That's why Gupta founded HackerEarth, a tech recruiting firm that's helped place hires at over 1,000 companies including Walmart Labs, Wells Fargo, and Barclays with the goal of making opportunities in the tech industry accessible to candidates of all backgrounds. 

And there's a real need for the work Gupta's team is doing, as unconscious bias in the hiring process is a well-studied problem, with candidates' gender, race, and ethnicity known to influence the decision-making process of recruiters and hiring managers. 

Since its creation, HackerEarth — which offers companies tools to offer candidates at-home and live coding assessments as well as conduct online video interviews — has focused on making the hiring process more objective by helping recruiters and hiring managers select candidates based on skills more so than any other criteria. 

To take things a step further, HackerEarth recently launched a pilot of a new candidate screening process to help curb the problem of bias right at the very start of the recruitment funnel.

Mitali Sodhi

"Applicants who progress to a later round of interviews [are] generally subject to less bias because by then they have already demonstrated their capability," said Mitali Sodhi, the lead data scientist responsible for launching HackerEarth's anti-bias feature. "So by putting the anti-bias process right at the front of the recruitment funnel, we can make a significant impact on the overall process."

How it works

To date, HackerEarth has screened over four million developers. When connecting with current and potential customers — many of whom were implementing diversity and inclusion initiatives to help fight bias within their workforces — the team saw an unmet need: To completely overhaul the candidate screening process to remove personally identifiable information (PII), such as individual names, birth dates, genders, and racial and ethnic identities, from the assessment process. 

"After speaking with some of our prospects who were not using any remote assessment tools, we realized they wanted to move away from using resumes as a signal for skill but they did not have alternative tools to measure competencies," said Sodhi. "Based on this feedback, we realized that if we were able to mask PII during our remote assessments without compromising the quality of skill evaluation for candidates, we would have a potent solution to the problem."

With its new anti-bias screening technology, launched earlier this year, employers can use HackerEarth's platform to screen candidates in two key ways that both work to eliminate the need for cover letters and resumes while also reducing the impact of hiring managers' personal prejudices on the selection process.

With the first step, every single potential applicant for a given job opening — except those that may be disqualified based on factors like their location or not meeting work permit requirements — automatically goes through a pre-screening process with the chance to complete remote, at-home assessments. 

"These take-home assessments are hands-on programming tests that are specific to the skills that the prospective employee needs to have in order to perform their role on the job," said Gupta. "For instance, if you are hiring a backend developer who has to write code in Python, the assessment will have programming tasks in Python that simulate their actual on-the-job work."

Next, hiring managers review the performance of each job applicant and are then prompted to select a shortlist of candidates to advance on to the next step in the process — without seeing any PII, such as a candidate's address, email address, educational background, or employment history. Instead, all they see is a randomized and anonymous ID for each individual. About five to 30% of candidates usually advance from this first stage to the next round, Gupta explained.

HackerEarth screening process

Candidates that make the shortlist are then invited to take part in a pair programming interview, where a member of the hiring team and the candidate collaborate on coding tasks together remotely. 

"Even for the interview, the interviewing panel is not shown any PII and the video cannot be turned on during the interview," Gupta said. "It's an audio conversation where the candidate is given actual coding problems to be solved in real time."

There may be as many as two to three rounds of these remote interview assessments, with the first round screening out another 20 to 40% of candidates, Gupta explained. By the final round of assessments, hiring managers usually have enough information to make the final offer, though some customers conduct final HR interview rounds outside of the HackerEarth platform. 

While resumes and cover letters are not typically a factor during the initial candidate pre-screening process, Gupta said some companies may choose to prequalify candidates with a few questions, such as if they're willing to relocate, if they're permitted to work in the US, why they're applying for that specific job, or what recent projects they've worked on.

Sakshi Jain, a data analyst who was hired at HackerEarth earlier this year through this pilot screening process, attributed the system to her being considered for the role, despite having come from a different background as a systems engineer and having a three-year gap on her resume. 

"The fact that I didn't have prior experience in the specific role I was applying for and was in between jobs didn't put me at a disadvantage," she said. "The decision to go forward with interviewing was based on my remote assessment and interviews that primarily focused on the skills needed for the job."

Rolling the platform out and planning future iterations

At this stage, HackerEarth is collecting feedback about the technology directly from clients and tracking metrics related to feature adoption and usage to gather insights about how it's been impacting the hiring process. Once they have enough data, the plan is to roll this feature out to their wider customer base.

"We have seen a lot of interest and adoption from our enterprise customers," said Gupta. "Fighting bias is a much more acute problem for larger organizations because it can be difficult to monitor unconscious bias across a larger panel of interviewees, hence there is a need for a solution that is embedded into their tools."

Since it's only been a few months since the company initially launched the pilot, HackerEarth is not yet able to calculate the effect on any diversity and inclusion hiring outcomes for its clients.

Before piloting the technology with customers, however, HackerEarth conducted an experiment on a group of 300 people from different socioeconomic backgrounds and evenly split between males and females to see whether there were unintended (and potentially harmful) consequences of using the assessment tool as a screening process. 

"The tests conducted on that control group demonstrated that there is no adverse impact of using our assessment tool," Sodhi said. "In fact, the tool is perceived to be positively biased towards lesser represented groups because it levels the playing field for everyone."

In addition to removing requirements like education from certain types of schools or experiences at certain types of organizations from its own job postings, the company has adopted the technology for its own hiring efforts. 

Another feature the company is exploring includes voice modulation to help minimize the effects of candidates' speech on the decision-making process. 

One limitation the company recognizes is that technology can only do so much. 

"The fight against bias is a hard one," said Sodhi. "This also requires a strong commitment within an organization to train its employees on what unconscious bias is and ways to reduce its effects during the hiring process." 

SEE ALSO: A new video-pitching platform for entrepreneurs aims to help women and people of color shrink the funding gap and reach eager investors. Its cofounders explain how they're rolling it out.

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Facebook and Instagram are finally policing QAnon conspiracy theory groups and other movements that pose 'significant risks to public safety' (FB)

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QAnon supporters/Trump supporters

  • Facebook is cracking down on pages, groups, and Instagram accounts tied to the far-right QAnon conspiracy theory the social media giant announced on Wednesday.
  • The move is part of the platform's broader action against "offline anarchist groups that support violent acts amidst protests, US-based militia organizations and QAnon." That action ranges from limiting Facebook functionality to outright removal and losing access to Facebook.
  • QAnon supporters have used social media to spread false theories that elites, Democratic Party leaders, and the so-called "Deep State" are all conspiring on a variety of nefarious acts, from pedophilia to mind control. 
  • The conspiracy theory has become particularly popular among President Trump's supporters. Trump has repeatedly accused social media companies, including Facebook, of censoring him and his supporters.
  • Visit Business Insider's homepage for more stories.

Facebook is taking broad action on a variety of groups that it describes as posing "significant risks to public safety," the company announced on Wednesday.

The list includes pages and groups tied to the far-right conspiracy theory QAnon, US-based militias, and "offline anarchist groups that support violent acts amidst protests" — the latter two groups, Facebook said, includes "some who may identify as Antifa." 

In total, just shy of 2,000 groups and over 500 pages were removed, the company said, with more action to come.

"Under this policy expansion, we will impose restrictions to limit the spread of content from Facebook Pages, Groups and Instagram accounts," the blog post said. "We will also remove Pages, Groups and Instagram accounts where we identify discussions of potential violence, including when they use veiled language and symbols particular to the movement to do so."

With well over 2 billion users, Facebook is by far the largest social network in existence. But as the service continues to grow, the company that runs it has struggled, or outright refused, to moderate content.

A Wall Street Journal report from May revealed that executives, including CEO Mark Zuckerberg, declined to moderate the service even when faced with evidence that its algorithms "exploit the human brain's attraction to divisiveness."  

In one recent example, a study found that Facebook users who interacted with Holocaust denial content were subsequently suggested additional Holocaust denial content. The report found similar Holocaust denial content available through Reddit, Twitter, and YouTube — but Facebook was the only service that actively surfaced additional related content. 

As part of the action announced on Wednesday, Facebook will remove "Pages, Groups and Instagram accounts associated with these movements" from that suggestion algorithm altogether. The company also pledged to monitor future movements, and to take further action when necessary.

Got a tip? Contact Business Insider senior correspondent Ben Gilbert via email (bgilbert@businessinsider.com), or Twitter DM (@realbengilbert). We can keep sources anonymous. Use a non-work device to reach out. PR pitches by email only, please.

SEE ALSO: What is 'QAnon'? Understanding the far-right conspiracy movement embraced by Trump supporters that originated on 4chan.

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Profitable Australian DevOps startup Buildkite explains how its new $28 million in funding will let it spread the word about being 'the best-kept secret in the developer tool space'

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Buildkite CEO and cofounder Lachlan Donald

  • On Tuesday, the Australian DevOps startup Buildkite announced $28 million in fresh funding, bringing its valuation to $200 million.
  • Buildkite builds continuous integration and continuous delivery (CI/CD) tools that help developers release code faster and more often, and it competes with Jenkins, CircleCI, Travis CI, and others. 
  • Buildkite CEO and cofounder Lachlan Donald says the company has been profitable since its early days because it charged for its product since the start, focused on building a quality product, and kept its headcount low.
  • Visit Business Insider's homepage for more stories.

For a long time, the Australian DevOps startup Buildkite didn't take calls from investors, even though it was "bombarded" by VCs reaching out.

Why not? In part because the firm never needed the money. Buildkite achieved profitability in the first month after launching in 2013, cofounder and CEO Lachlan Donald told Business Insider by charging for its products right off the bat, rather than offering a "freemium" product like many other startups. That model has really forced it to make its product shine brighter than other free competitors, he adds. 

Buildkite sells tools for continuous integration and continuous delivery (CI/CD), which help developers release code faster and more often. The firm currently supports over 30,000 engineers and 1,000 corporate customers, including Shopify, Pinterest, and Wayfair.

"[BuildKite] is not often the first CI tool you use, but what you come to when you're a successful business — when you've outgrown those introductory tools," Donald said. "We've been very successful in getting customers that are the best technology companies in the world using us. The fact that we charge for our products helps us work really hard at creating the best product possible."

But finally, after seven years, Buildkite decided to raise money to promote the company and build partnerships: On Tuesday, it announced $28 million in funding led by OpenView, bringing its valuation to over $200 million. 

"We keep hearing from our customers that 'Buildkite is the best-kept secret in the dev tool space. You're our secret weapon,'" Donald told Business Insider. "The biggest challenge for us is telling people about Buildkite. This is the best CI/CD tool that every company needs. We want to try to get more people aware of it."

The company has a grand total of zero salespeople, and only recently hired its first marketing employee. The new funding will change that, Donald said. 

Buildkite is taking on other CI/CD tools like Jenkins, CircleCI, and Travis CI

Previously, Donald worked as the CTO of 99designs, where his team "tried every CI tool," but was frustrated that other products were either like the open source project Jenkins, which is built for on-premise data centers, or entirely cloud-based, like CircleCI and Travis CI. So, Donald decided he wanted to build a hybrid tool that works for both kinds of customers. 

"Buildkite was built because we thought CI/CD as it was designed was broken," Donald said. He wanted to "rethink" how it could be done, and decided that "hybrid architecture gives you the best of both worlds."

Read more: Investors are betting hundreds of millions of dollars that startups like PagerDuty, GitLab, and CloudBees can change the way software gets made

Buildkite also differentiates itself from other CI/CD companies because of its "unlimited" ability to scale and run thousands of operations at once, Donald says. It has some core philosophical differences that differentiate it from other startups in general, too. 

It keeps its headcount low — with only 26 remote employees in six countries — rather than taking what Donald describes as the "land grab approach" of hiring many employees.

"We think that a lot of companies view headcount as a vanity metric," Donald said. "It's almost always the first question people ask: 'How many people are in your company?' We're trying to build a company where we can do more with less. We keep the headcount small but still be really effective."

In the future, Buildkite also plans to also focus on software testing to understand data on which tests are faster and slow and how they can solve problems. With the new funding, Buildkite plans to "keep doing what we've always been doing, which is to have a hyperfocus on customers." 

Got a tip? Contact this reporter via email at rmchan@businessinsider.com, Signal at 646.376.6106, Telegram at @rosaliechan, or Twitter DM at @rosaliechan17. (PR pitches by email only, please.) Other types of secure messaging available upon request.

SEE ALSO: The programming language Python is booming as data science and AI jobs get hotter. Here's why it's the 'Netflix of programming' that's helping more developers land six-figure salaries.

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How to cancel your Tidal subscription, no matter how you signed up for it

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Tidal music app with headphones

If you want to cancel Tidal before your trial ends so you're not charged for the subscription, or you simply want to end your service, you can do it in just a few clicks. 

The steps vary, though, depending on what device you're using — a Mac or PC, or an iPhone or Android.

Check out the products mentioned in this article:

iPhone 11 (From $699.99 at Apple)

Samsung Galaxy S10 (From $699.99 at Walmart)

Apple Macbook Pro (From $1,299.00 at Apple)

Acer Chromebook 15 (From $179.99 at Walmart)

How to cancel Tidal using the mobile app

1. Start the Tidal app on your iPhone or Android device.

2. Click "My Collection" at the bottom-right of the screen.

3. Click the settings icon at the top-right (it's shaped like a gear).

How to cancel Tidal 3

4. Tap your account icon at the top of the screen and then tap "Manage Subscription." The app will now open a mobile version of the Tidal website. You might need to log into your account again.

How to cancel Tidal 4

5. Tap "Subscription."

6. Tap "Cancel my subscription."

How to cancel Tidal 5

How to cancel Tidal using the website

1. Open Tidal in your browser and log in if you're not already signed into your Tidal account. 

2. Click your account icon at the top left of the screen and choose "Manage Subscription."

How to cancel Tidal 1

3. Click "Subscription."

4. On the "Your Subscription" page, click "Cancel my subscription."

How to cancel Tidal 2

How to cancel Tidal through a third-party subscription

If you're unable to cancel your subscription using the web page or the mobile app, you're probably subscribing to Tidal through a third-party service that offered a Tidal subscription as a benefit, such as your cell phone provider. 

You should contact that provider to see how to cancel your Tidal service.

 

Related coverage from Tech Reference:

SEE ALSO: The best iPhone accessories from cases to lightning cables

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Airbnb, last valued at $18 billion, has confidentially filed for an IPO

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Brian Chesky, CEO and Co-founder of Airbnb, listens to a question as he speaks to the Economic Club of New York at a luncheon at the New York Stock Exchange (NYSE) in New York, U.S. March 13, 2017.

  • Airbnb on Wednesday confidentially filed its paperwork for an initial public offering.
  • Though it could still postpone or cancel the IPO, the move is the biggest indicator yet that it plans to go public this year.
  • The filing was widely anticipated. CEO Brian Chesky told employees last month Airbnb was moving forward with its IPO efforts.
  • The move comes despite the fact that the online travel company's business was hit hard by the coronavirus pandemic. Its revenue was down 67% in the second quarter, as countries around the world shut down their economies and limited the movement of their citizens.
  • Visit Business Insider's homepage for more stories.

Airbnb just gave its biggest indication yet that it plans to go through with an initial public offering this year, confidentially filing its paperwork for an IPO.

The company, which announced in a statement that it had filed the documents, declined to say when it expected to go through with the offering, how many shares it planned to sell, or what price it expected to offer them at.

Going into this year, Airbnb was widely expected to go public in 2020. But that was before its business was slammed by the coronavirus crisis. With countries around the world shutting down their economies and limiting the movement of their citizens, the travel industry collapsed and Airbnb's revenues went down with it. In May, CEO Brian Chesky said Airbnb's revenue this year would be less than half of what it pulled in last year.

To steady the business, Chesky cut 25% of its staff, laid off contractors en masse, froze the company's marketing budget, and took on $2 billion in debt. As part of its debt financing, Airbnb agreed to having its valuation slashed from $31 billion to $18 billion.

But by then, Airbnb was already bouncing back. By the end of that month, the number of global vacation rental bookings — Airbnb's market — was up 127% from the nadir it hit in April. Still, the company's revenue in the second quarter fell to $335 million, which was down 67% from the same period a year earlier.

Airbnb has been under pressure to go public

Even so, the company's IPO filing has since been widely anticipated. Chesky told employees last month Airbnb had resumed plans for an offering. And The Wall Street Journal reported last week the company would file for the offering later this month.

Airbnb has been under pressure to go public this year. Stock options held by some of its earliest employees are slated to expire this fall if they aren't exercised before then. Employees typically can't afford to exercise their options unless they can immediately turn around and sell their shares to the public.

It's important to note that while Airbnb filed its paperwork, this doesn't mean it will go public. Postmates filed confidentially for an IPO last year but never went public, announcing last month that it had reached a deal to be acquired by Uber instead. Similarly, DoorDash filed its IPO paperwork confidentially in February but has yet to go public or move forward with the process.

Airbnb's announcement Wednesday indicates it plans to go public using the traditional IPO method. In such a process, companies issue new shares that they immediately turn around and sell to big investors, raising cash in the process. The investors then sell some of those shares on a stock exchange, creating a public market for them.

Before the pandemic, Airbnb was widely expected to go public using an alternate process, a direct listing. That method is typically less costly than a traditional IPO, but companies can't use it to raise funds for their treasuries. Rather than the company itself selling shares to the public, its shareholders sell stock in a direct listing.

Got a tip about Airbnb? Contact Troy Wolverton via email at twolverton@businessinsider.com, message him on Twitter @troywolv, or send him a secure message through Signal at 415.515.5594. You can also contact Business Insider securely via SecureDrop.

SEE ALSO: These are the 19 Airbnb execs rebuilding the company for growth and an IPO amid the biggest travel industry crisis in decades

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A top open-internet advocate supports banning TikTok as a way to punish China over internet censorship

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tim wu

  • TikTok is facing an onslaught of executive orders from the Trump administration, an attempt to get the viral app banned in the United States.
  • Tim Wu, an open-internet advocate who coined the term "net neutrality," argued  in a New York Times op-ed Wednesday that TikTok should be banned as a "tit for tat" response to China's nationwide internet censorship of US tech companies.
  • Wu wrote that the "privilege" of the US open internet should be available "only to companies from countries that respect that openness themselves."
  • It's still unclear whether Trump has the authority to ban TikTok, or how such a ban would work in practice. TikTok is reportedly planning to sue the Trump administration over its proposed ban.
  • Visit Business Insider's homepage for more stories.

A leading advocate of a free and open internet has come out in support of banning the popular video app TikTok in the United States.

In a New York Times op-ed published Wednesday, Tim Wu argues that banning TikTok, a China-based company, could serve as a "tit for tat" response to the Chinese government's strict stance internet censorship.

Wu — one of the staunchest advocates of a free and open internet, also well known for coining the term "net neutrality" — argues it's time for the United States to abandon the perspective that providing an open internet to all would help shepherd in democracy and free internet access in countries around the world. While acknowledging that Donald Trump is "the wrong figure to be fighting this fight," Wu says that a ban on TikTok would finally punish China over its policies stifling citizens' access to American websites and social networks.

Wu's support of a TikTok ban is a unique one that critiques how the United States has long approached foreign affairs, portraying itself as the powerful democracy other countries should aspire to model after. According to Wu banning an app like TikTok that originates from a Chinese company would cut off  "the privilege of full internet access" China has been afforded while using the internet in its own country as "a tool of state power."

"For many years, laboring under the vain expectation that China, succumbing to inexorable world-historical forces, would become more like us, Western democracies have allowed China to exploit this situation," Wu wrote in the Times. "There is also such a thing as being a sucker. If China refuses to follow the rules of the open internet, why continue to give it access to internet markets around the world?"

Meanwhile, TikTok has become a social powerhouse with more than 100 million monthly active users in the US. Its success has given the app a multi-billion valuation, and its Beijing-based parent company, ByteDance, the status of the most valuable private startup in the world. 

In recent months, the Trump administration has stepped up its attempts to ban TikTok in the US and cut into the company's overwhelming success. Trump has based his executive orders and actions on the premise of national security, arguing that TikTok serves as a pawn for the Chinese government to access Americans' personal data.

However, experts have found little evidence to support Trump's claims TikTok is used to spy on US citizens. The lack of support for this argument could undermine Trump's executive orders, as TikTok reportedly plans to sue the US government arguing the national-security concerns are "based on pure speculation and conjecture." 

Additionally, it's also unclear whether Trump has the power to ban an app in the US, and how such a ban would work in practice. A ban on a social network like TikTok also raises questions about whether it restricts free speech in violation of the First Amendment.

But while Americans are afforded such rights, Chinese citizens don't have the same power. The Chinese government imposes strict restrictions on its citizens' internet access — dubbed the "great firewall"— that blocks people in China from accessing many of the biggest US websites and social networks. Comparisons have already been made between Trump's attempted TikTok ban and China's internet restrictions — which could lead to concerns of a "splinternet" turning into a reality.

SEE ALSO: Amazingly realistic Facebook ads slamming the company from a 'provocative' street artist are blanketing NYC streets

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How to get a Tidal subscription for free in 3 different ways

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Listening to Music headphones

  • You can get a free trial of Tidal by visiting the website and signing up with a new payment method and email.
  • You can also sign up for Tidal Access, which is a free service that gives you access to a limited selection of songs and videos.
  • Other products and services sometimes come bundled with free Tidal subscriptions, so be on the lookout.
  • Visit Business Insider's Tech Reference library for more stories.

Tidal is a music streaming service that's not as big as Spotify or Apple Music, but offers high quality music and exclusive content. It's also owned by musicians, such as Beyoncé, Jack White, and Jay-Z, rather than businessmen with no music experience.

Although Tidal's cheapest subscription costs $9.99 a month, there are several ways to use it for free.

Here's three ways to get a free Tidal subscription, either temporarily or permanently.

Check out the products mentioned in this article:

iPhone 11 (From $699.99 at Apple)

Samsung Galaxy S10 (From $699.99 at Walmart)

Apple Macbook Pro (From $1,299.00 at Apple)

Acer Chromebook 15 (From $179.99 at Walmart)

How to get a Tidal free trial

The easiest way to get Tidal for free is to visit Tidal's website and sign up for a free trial. The trial runs for 30 days, and if you cancel it before the trial runs out, you won't be charged.

Head to Tidal's website on your Mac or PC and click the "Start Free Trial" button. Follow the instructions to sign up — you'll need an email address and payment method that's never been connected to Tidal before, so you can't keep applying for free trials.

How to get Tidal for free 1

How to use the free Tidal Access service

Tidal offers a free tier called Tidal Access. You can use Tidal Access for free, but you're limited to a curated selection of audio and video tracks. 

To get Tidal Access, you can create an account in the Tidal app and choose not to sign up for a subscription. 

You can use Tidal Access from the web or using any of the Tidal apps, but you can only listen to the curated content on the home page — if you search for specific tracks, you'll be asked to buy a subscription.

How to get Tidal for free 2

How to find other free Tidal offers

Occasionally, Tidal is included for free with a purchase of another product. For some time, for example, Sprint included a free subscription to Tidal with one of its cellular service plans. 

That deal isn't available anymore, but these are:

How to get Tidal for free 3

You're unlikely to buy a car or switch cellular plans just for a free Tidal subscription, but it can pay to look for offers like these if you're looking for a deal on Tidal. 

In addition, Tidal regularly runs promotions which might include longer free trials or reduced subscription rates. 

 

Related coverage from Tech Reference:

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A Stanford economics professor who was once an Uber driver says Uber and Lyft are not 'exploiting' drivers, so California's new AB5 law creates more problems than it solves (UBER, LYFT)

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Uber Lyft driver protests AB-5

  • Uber and Lyft are still attempting to battle the new AB5 law in California which classifies rideshare drivers as employees, entitled to benefits such as health insurance and paid time off.
  • The companies say they want to create a new category of workers, gig workers, that allows them to pay workers cash for things like health insurance premiums.
  • But Stanford economics professor Paul Oyer tells Business Insider that neither the law nor the new category are very good ideas. 
  • Oyer is a labor economist who specializes in the gig workforce and who drove for Uber himself in 2018 as part of his research.
  • Visit Business Insider's homepage for more stories.

Uber and Lyft are facing what could be an existential crisis in California as they are obligated, under the new AB5 law, to classify hundreds of thousands of drivers as employees. 

The companies have been fighting the law on multiple fronts, including by proposing that a new, third classification be created to cover gig workers. This would allow the companies to create a cash fund that drivers could use to pay for health insurance or some time off, but wouldn't classify them as employees entitled to full benefits, Uber CEO Dara Khosrowshahi wrote in an OpEd in the New York Times last week.

The companies have also threatened to shut down service in California until at least November, when voters will be offered a ballot initiative that would exempt ride-sharing companies from the new law.

While no one, not even the companies themselves, questions the need for a better social safety net for drivers and other gig workers, the new AB5 law may cause more problems for workers than it solves, fears Stanford business professor Paul Oyer.

Oyer is a labor economist who specializes in the gig workforce. His research included spending time as a part-time driver for Uber in 2018.

"I'm not a huge fan of AB5, but I do understand the motivations of the people who wrote it, and I'm sympathetic with the goal," he told Business Insider.

But laws are best used to protect workers from being taken advantage of, he says, and gig economy platforms actually do the opposite, giving the labor force more opportunities, not less.

"What we really need to do is write public policy that protects workers from being exploited, and there are times and places where people are being exploited because they don't have other places that they can go work for. I think that a lot of these online platforms give people a chance to shop their services around," he says. 

For instance, many drivers are only moonlighting and driving a few hours a week in addition to a regular, full-time job that already pays them benefits. Some part-time drivers drive because they like meeting people, not because they need cash. Many drivers simultaneously work for multiple services, Lyft and Uber, for instance. Or they may do multiple gig jobs, like Uber Eats and Instacart, he points out. 

"Uber drivers have it tough, but I don't think you can make case they are being exploited, because there's so much competition for their time," Oyer says.

So he believes AB5 is taking too broad of an approach to a labor market full of variable needs.

"AB5 and other reforms are trying to treat drivers as one homogeneous group of workers, and they're not," he says, referring to proposals similar to AB5 pending in New York, New Jersey and Illinois.

That said, Oyer is also not a fan of creating a new category of gig worker, the idea being championed by Lyft and Uber.

"I am a little worried about creating new categories," he says, because a third option is likely to lead to more disputes, not less. Rather than having two choices to argue over — employee vs contractor — everyone will have three. 

The solution, Oyer says, is really the toughest thing of all: bold reforms to American's entire economic system that trains more people for better paying jobs.  And that's because someday even this enormous labor force of drivers is going to be automated out of their jobs when self-driving cars become commonplace.

"Working out AB5 laws is important but what's more important is, could we possibly do anything to fix the structural inequality in the labor market?," he says.

If we don't ensure that more people have access to the skilled jobs of tomorrow, laws like AB5 are "just manifestations of the fact that people who drive for Uber, and do things like that, the last 30-40 years, the American economy has been terrible for them," he adds.

Are you an Uber insider with insight to share? Contact Julie Bort via email at jbort@businessinsider.com or on encrypted chat app Signal at (970) 430-6112 (no PR inquiries, please). Open DMs on Twitter @Julie188. 

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Here are all of the new products Apple is expected to launch this year (AAPL)

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Apple iPhone 11 Pro Max

  • Apple is expected to launch a slew of new products this year, including the rumored iPhone 12, a new Apple TV, an Apple Watch that can track your sleep, and other gadgets.
  • Apple may also have some new accessories in store, like Bluetooth tags that help you find lost items with your iPhone and a wireless charging mat.
  • It's looking like Apple could make a big push into augmented reality by outfitting its new iPhones with 3-D camera sensors, possibly setting the stage for an AR headset.
  • A few of these new products may debut at Apple's WWDC conference on June 22. 
  • Visit Business Insider's homepage for more stories. 

Last year was a big moment for Apple product launches. Not only did the company keep with its schedule of releasing a trio of new smartphones and an Apple Watch in September, but 2019 also held a few surprises such as a new iPod touch and two new pairs of AirPods.

This year has already been eventful for Apple, as it's launched a new iPad Pro with sensors for augmented reality and a new $400 iPhone called the iPhone SE. If the rumors and reports are to be believed, Apple has a lot more in its pipeline for 2020: most notably its first 5G-enabled iPhones, which are expected to come in the fall.

The launches would come as Apple is grappling with supply chain disruptions and weakened demand stemming from the coronavirus pandemic, which has prompted Apple to temporarily close most of its global retail stores and shift to remote work arrangements. 

Here's a look at some of the new Apple gadgets we're expecting to see in 2020. 

SEE ALSO: The new iPhone SE is the smallest and most affordable Apple phone you can buy. Here are 5 types of people it's perfect for.

The iPhone 12 and iPhone 12 Pro, which may come in two new sizes and support 5G

Apple debuts its new iPhones like clockwork every September, and it's expected to introduce new models this year as well.

This year, however, Apple said it expects to receive supply of its next-generation iPhones a few weeks later than usual, suggesting that the phone will likely be delayed. That comes after reports from Nikkei Asian Review and Bloomberg had suggested the next iPhone's debut may be pushed back because of the coronavirus pandemic.  

What appears to be more clear are the features we can expect to see. Apple's next-generation iPhones will reportedly come with support for 5G networks, new 3D Lidar sensors similar to those on the new iPad Pro, a new design that's similar to that of the iPad Pro, and updated screen sizes for the certain models, according to reports from Bloomberg, Ming Chi-Kuo, and others.

 



A new Apple Watch that can track your sleep

Apple traditionally unveils its new Apple Watch alongside new iPhones in September, so there's a good chance we'll see the company follow a similar pattern in 2020.

The biggest update to this year's Apple Watch could be the addition of sleep tracking technology, a feature that rival watches from Fitbit and others have long offered. Apple has been testing sleep monitoring for the Apple Watch this year and hopes to have the feature ready by 2020, according to Bloomberg.

Apple said in June that it's launching a new sleep tracking app for the Apple Watch as part of its watchOS 7 update coming in the fall. It's unclear if this is the sleep tracking feature that Bloomberg was referring to, or if additional sleep monitoring capabilities will be coming to the next watch. 

Apple's next smartwatch may also come with the ability to measure blood oxygen levels, according to 9to5Mac.

The next-generation watch is also expected to include faster performance  and improved water resistance, according to a note from Kuo obtained by MacRumors



New Mac computers running on Apple silicon

Apple in June unveiled its initiative to design its own Mac chips rather than relying on Intel's processors, saying that the first devices running on these new chips would arrive by the end of 2020.

The company didn't reveal any other details about these new Mac computers, but Apple is rumored to be working on a new 14-inch MacBook Pro



An accessory to help you find lost items with your iPhone

Apple is reportedly working on an accessory that can help you find lost items by using your iPhone, according to reports from9to5Mac and MacRumors. The device would be similar to the Bluetooth tracker Tile, and would likely consist of a small tag to be placed on easily misplaced items like keys and wallets, the reports noted. It would work with the iPhone's "Find My" app. 

It's unclear when Apple intends to launch the accessory, if at all, but 9to5Mac and MacRumors have discovered references to the product in Apple's iPhone software. Kuo also said it could launch in the first half of 2020 in a note from January reported by MacRumors. The earlier reports also suggest that the device could be called AirTags, and it may even use augmented reality to point users toward their lost item. 



A services bundle that includes Apple TV+, Apple News+, and Apple Music

Apple may offer three of its digital services as a bundle subscription in 2020, according to Bloomberg. The company is reportedly considering offering Apple News+, Apple TV+, and Apple Music as one lump offering in a bid to boost subscribers. Such a move would further Apple's push into services, a business division that helped the company offset slowing iPhone sales throughout most of 2019.  



A cheaper version of the HomePod

Apple may introduce a more affordable version of its HomePod smart speaker this year, according to Bloomberg. The cheaper model would include two tweeters instead of the seven present in the current version.

This new HomePod may also be noticeably smaller than the original; a more recent report from Bloomberg said the new HomePod will be about half the size of the original. 

Apple unveiled the $350 HomePod in 2017 as a high-end audio alternative to rivals like the Amazon Echo and Google Home. But since the HomePod's launch, firms like Amazon and Google have also placed more emphasis on audio quality though speakers like the Echo Studio and Google Home Max, making it even harder for Apple to differentiate itself and break into the market. A cheaper model could make the HomePod more approachable and appealing to Apple loyalists who were reluctant to shell out $300 for the company's Siri-enabled smart speaker in the past.



A pair of over-ear premium headphones

Apple's AirPods earbuds are already popular, but the company could be working on new premium over-ear headphones to rival Bose and Sennheiser as well, according to reports from Kuo, Bloomberg, and 9to5Mac.

The headphones would be positioned as a high-end alternative to Apple's Beats brand, according to Bloomberg, and Kuo recently predicted that they could be released in the first half of 2020, as noted by MacRumors and 9to5Mac. The headphones may also be customizable like the Apple Watch, according to Bloomberg.

Like Apple's AirPods, the new over-ear headphones may be able to automatically play and pause music depending on whether you're wearing them, according to 9to5Mac. But instead of detecting when you place the headphones on and off your ears, the new premium headphones would be able to tell whether they're on your ears or hanging around your neck, the report says. 



A new pair of AirPods

Apple could be preparing to release another pair of AirPods in the near future, according to YouTube personality and gadget leaker Jon Prosser.

Prosser reported in late April that Apple is likely to debut a new pair of AirPods in May that were supposed to be released in March. He didn't divulge any details about the new AirPods, but said they were "ready to go' and would likely be unveiled alongside a new MacBook Pro.

That last piece of information didn't turn out to be correct, as Apple unveiled a new 13-inch MacBook Pro on May 4 without any mention of new AirPods. But Prosser was correct when reporting that the new version of the iPhone SE would debut on April 15.

Bloomberg's Mark Gurman also said that Apple has a new pair of AirPods in the works, although he did not specify when they would launch or any other details. 



A new Apple TV with faster performance

Apple could be preparing to launch a new version of its Apple TV set-top box with faster performance.

In February, 9to5Mac found files in the developer beta of tvOS 13.4, the latest version of the Apple TV's software, which referenced what may be a new hardware model. The software indicated that Apple could be developing an Apple TV with a chip based on the same architecture as the company' A12 Bionic and A30 Bionic processors, which power the company's recent iPhones.

Apple hasn't released a new Apple TV since it launched the 4K-enabled model in 2017. That version runs on Apple's A10X processor, the same chip in the 10.5-inch and 12.9-inch iPad Pros from 2017. 



A wireless charging mat

Apple may launch a small wireless charging mat in the first quarter of 2020, Kuo also said in his note outlining future Apple product launches.

The note didn't include any other details about the potential product. But since Kuo described it as being small in size, it likely isn't an AirPower alternative.

AirPower was a wireless charging pad that Apple had intended to launch last year, but ended up scrapping because it did not meet the company's "high standards." It would have been able to charge three devices simultaneously, such as an iPhone, an Apple Watch, and AirPods. 



A new iMac with 'substantial' upgrades

Apple may also have a new version of its iMac all-in-one desktop in the pipeline for this year, according to Bloomberg's Mark Gurman. Little is known about what the update would entail, but Gurman said in a recent question-and-answer session on Periscope that it could be a "substantial" refresh.

Apple launched a new iMac in August with improved processors, a better camera, more storage and memory, and the same nano-texture coating option available on the Pro Display XDR. But it's unclear if this is the "substantial" refresh that the previous reports had referred to, since this model doesn't feature any major design changes. 



Lower-priced iPads

The tech giant is also reportedly working on new budget iPads for as early as later this year, Bloomberg's Mark Gurman also reported. 

The report doesn't share any specifics. But since Gurman refers to these models as "budget" iPads, it's possible that they could be refreshes of the $329 iPad and $400 iPad mini, which are the cheapest models in Apple's tablet lineup.



Possibly Apple's first smart glasses

There's a chance Apple could unveil its first pair of smart glasses this year. Bloomberg's Mark Gurman said in October that Apple was targeting a 2020 release date for its AR glasses, but has more recently reported that it plans to launch an AR/VR headset in 2021 or 2022 and smart glasses in 2023.

But Kuo has also said that Apple is working with third-party companies on smart glasses that could arrive this year, as the Chinese website MyDrivers reported in October 2019. It's unclear if that report from Kuo references the same products mentioned by Bloomberg.



Here are all the ways Uber and Lyft are fighting a California law that classifies drivers as employees, not contractors

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uber driver protest california

  • A state judge ruled that Uber and Lyft must start classifying their drivers as employees instead of gig workers starting on Thursday.
  • In response, the firms are threatening to temporarily shut down their businesses in California. 
  • Here's how Uber and Lyft have fought hard over worker classification in their home state — and how their fight heated up this month.
  • Visit Business Insider's homepage for more stories.

Ride-sharing giants Uber and Lyft are threatening to pull their businesses from their home state of California on Thursday until at least November and possibly longer, if a judge doesn't grant them a 10-day stay on a ruling that classifies drivers as employees.

This is the latest effort from the firms to keep their drivers classified — and paid — as contractors instead of employees.

Companies like Uber and Lyft have built their business models around hiring drivers as independent contractors, reserving full-time employee status for corporate jobs such as the tech workers that build and run their app.

Classifying drivers as contractors allows them to keep their costs lower. They've said doing so also affords drivers flexibility in how and when they work. If the companies were to reclassify them as full-time employees, they could have to pay them higher wages and more benefits including unemployment insurance.

Doing so would have a major long-lasting impact on Uber and Lyft businesses but especially now, in the wake of the pandemic, where revenues from their rides businesses have suffered.

Here's how California has upped the ante in recent months to get the firms to upgrade drivers to employee status:

In January, a controversial gig worker law called Assembly Bill 5 (AB5) went into effect that made it harder for companies to classify workers as contractors. The law was designed for companies that rely on gig workers. Uber and Postmates pushed back and filed a lawsuit that challenged the law while Lyft continued to argue that their drivers were contractors, even under the new law. As a result, drivers alleged in April that they were collectively owed more than $630 million in back wages since the first few months of the year.

In May, the companies were hit with a lawsuit from the California Attorney General over their refusal to recognize drivers as employees, a classification made even more crucial given the COVID-19 pandemic, the subsequent economic fallout, and the rise in unemployment. Then, California's labor commissioner filed a lawsuit against both companies on August 5 alleging that the firms were "committing wage theft" by "willfully misclassifying" drivers as contractors instead of employees.

A state judge ruled on August 10 that the firms indeed would have to start classifying all drivers as employees by August 20, but both companies have argued that migrating all of their gig workers to employee status would take time and are appealing for a delay. If the appeal isn't successful, they are threatening to shut down business throughout California on Thursday until at least the election in November. Uber sent an alert out to customers on Tuesday night warning riders of a potential shutdown.

It's worth noting that both Uber and Lyft have a history of threatening to pull their businesses from markets when they don't want to comply with regulations. Doing so has worked in some cases, as Business Insider's Tyler Sonnemaker reported. Uber and Lyft are also toying with other workaround options that would change their business model in the hope of avoiding California's law, like adopting a franchise model, The New York Times reported Tuesday.

Meanwhile, Uber and Lyft, as well as other firms with heavy gig workforces, have been pouring millions into funding for a November ballot measure called Proposition 22, the Chronicle's Carolyn Said reports. Prop 22 aims to get ride-sharing and food-delivery services classified as exemptions from the AB5 law. Worth noting, if Uber and Lyft do shutdown in California, this could prompt voters to back Prop 22 come November after being cut off from the convenience of ride-sharing services.

Instead of AB5, the companies have been advocating for regulators to create a third classification, just for gig workers. It would allow platforms to set up a so-called "benefits fund" that would offer cash stipends to help gig workers cover some of their expenses, like healthcare or paid time off, without risk that the workers could later claim they were employees, not contractors.

SEE ALSO: Travis Kalanick reportedly threw a party at his Los Angeles home amid a spike in coronavirus cases in Southern California

SEE ALSO: A Stanford economics professor who was once an Uber driver says Uber and Lyft are not 'exploiting' drivers, so California's new AB5 law creates more problems than it solves

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A look at how much money streaming-music giant Spotify pays employees

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Hi! Welcome to the Insider Advertising daily for August 20. I'm Lauren Johnson, a senior advertising reporter at Business Insider. Subscribe here to get this newsletter in your inbox every weekday. Send me feedback or tips at ljohnson@businessinsider.com

Today's news: Spotify salary data, TikTok's creator ambassador program, and the retail startups to watch.


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Thanks for reading and see you tomorrow! You can reach me in the meantime at ljohnson@businessinsider.com and subscribe to this daily email here.

— Lauren

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