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WEBVTT
X-TIMESTAMP-MAP=MPEGTS:181083,LOCAL:00:00:00.000
00:00:00.506 --> 00:00:09.466 A:middle
[ Applause ]
00:00:09.966 --> 00:00:11.926 A:middle
>> Good morning and welcome.
00:00:12.066 --> 00:00:13.016 A:middle
My name is Filip.
00:00:13.016 --> 00:00:15.566 A:middle
I'm the opening act for
Bill Nye the Science Guy.
00:00:15.566 --> 00:00:16.315 A:middle
[ Laughter ]
00:00:16.315 --> 00:00:17.466 A:middle
Just kidding.
00:00:17.706 --> 00:00:19.916 A:middle
I lead the mobile apps
engineering team at Apple
00:00:19.916 --> 00:00:22.286 A:middle
and we build iOS apps
just like you guys.
00:00:22.836 --> 00:00:25.686 A:middle
Our apps get built and
submitted to the App Store.
00:00:26.066 --> 00:00:28.286 A:middle
They get approved and they
get downloaded by users
00:00:28.496 --> 00:00:29.646 A:middle
and they can get deleted too.
00:00:29.936 --> 00:00:33.516 A:middle
Of all the teams at Apple
and of all the teams
00:00:33.556 --> 00:00:36.036 A:middle
that have presented to
you at WWDC this week,
00:00:36.386 --> 00:00:37.656 A:middle
we're the most like you guys.
00:00:38.666 --> 00:00:41.806 A:middle
What we'd like to share with you
today is some situations we come
00:00:41.956 --> 00:00:43.656 A:middle
across in developing our apps.
00:00:44.346 --> 00:00:46.526 A:middle
These situations have
given rise to opportunities
00:00:46.856 --> 00:00:49.016 A:middle
where we could harness
some key iOS technologies
00:00:49.376 --> 00:00:50.356 A:middle
and create truly unique
00:00:50.556 --> 00:00:52.696 A:middle
and compelling experiences
for our users.
00:00:53.266 --> 00:00:55.216 A:middle
I'm going to show you the
features that we built
00:00:55.556 --> 00:00:57.186 A:middle
and the technologies
behind them.
00:00:57.596 --> 00:00:59.476 A:middle
As I talk about our apps,
I want you guys to think
00:00:59.476 --> 00:01:02.836 A:middle
about your own apps and
find some parallels.
WEBVTT
X-TIMESTAMP-MAP=MPEGTS:181083,LOCAL:00:00:00.000
00:00:59.476 --> 00:01:02.836 A:middle
about your own apps and
find some parallels.
00:01:02.836 --> 00:01:04.275 A:middle
And I know you can
identify with a lot
00:01:04.275 --> 00:01:06.206 A:middle
of the opportunities
we'll see today
00:01:06.206 --> 00:01:08.306 A:middle
and use these technologies
in your own apps.
00:01:08.976 --> 00:01:11.666 A:middle
We'll talk also about tips,
tricks, and best practices.
00:01:12.066 --> 00:01:14.366 A:middle
And finally, we'll end
with a demo on iBeacons.
00:01:14.366 --> 00:01:15.996 A:middle
So let's get started.
00:01:17.266 --> 00:01:19.296 A:middle
First, I'd like to
introduce the Apple Store app.
00:01:19.536 --> 00:01:21.806 A:middle
It's going to be the reference
app for this presentation.
00:01:22.246 --> 00:01:24.566 A:middle
This is an app my team builds
and you can download it
00:01:24.566 --> 00:01:28.566 A:middle
from the App Store anytime,
maybe even right now.
00:01:28.566 --> 00:01:30.466 A:middle
Let me see, who has
the app on their phone?
00:01:30.566 --> 00:01:32.586 A:middle
Oh wow, good.
00:01:32.746 --> 00:01:33.776 A:middle
Who doesn't have it?
00:01:33.776 --> 00:01:36.266 A:middle
Who is downloading right now?
00:01:36.266 --> 00:01:36.826 A:middle
[ Laughter ]
00:01:36.826 --> 00:01:39.726 A:middle
A lot of you don't
put up your hand.
00:01:39.726 --> 00:01:40.896 A:middle
Maybe you're shy.
00:01:40.896 --> 00:01:43.466 A:middle
If you're shy, you can come
on the stage with me in front
00:01:43.466 --> 00:01:46.286 A:middle
of all of you, you'll lose
your shyness very fast.
00:01:46.756 --> 00:01:49.296 A:middle
OK. So, Apple Store app
is a great way to learn
00:01:49.296 --> 00:01:51.536 A:middle
about Apple products, to
browse Apple products.
00:01:51.716 --> 00:01:52.886 A:middle
You can customize and buy.
00:01:53.226 --> 00:01:55.946 A:middle
You can also find out
about Apple retail stores,
00:01:56.266 --> 00:01:58.276 A:middle
what events are going on,
maybe book an appointment
00:01:58.276 --> 00:02:00.376 A:middle
like Genius Bar or pick
up an order you made
WEBVTT
X-TIMESTAMP-MAP=MPEGTS:181083,LOCAL:00:00:00.000
00:01:58.276 --> 00:02:00.376 A:middle
like Genius Bar or pick
up an order you made
00:02:00.376 --> 00:02:01.946 A:middle
on the Apple Store
app at the store.
00:02:01.946 --> 00:02:05.776 A:middle
And it's this key characteristic
of the Apple Store app,
00:02:05.776 --> 00:02:07.826 A:middle
this integration with the
physical Apple Stores,
00:02:08.175 --> 00:02:10.666 A:middle
and this by the way is the Upper
West Side Store in New York.
00:02:10.666 --> 00:02:14.196 A:middle
It's going to be our
reference store for the talk.
00:02:14.396 --> 00:02:17.196 A:middle
This intersection between the
online with the Apple Store app
00:02:17.646 --> 00:02:20.426 A:middle
and the physical with the Apple
retail store gives rise to a lot
00:02:20.426 --> 00:02:22.476 A:middle
of the opportunities
we'll talk about today.
00:02:22.996 --> 00:02:25.956 A:middle
When I talk about our app in
the store, I'd like you to think
00:02:25.956 --> 00:02:27.356 A:middle
about your own situations.
00:02:27.356 --> 00:02:29.176 A:middle
So, maybe you have a
Movie app and you want
00:02:29.176 --> 00:02:30.596 A:middle
to think about movie theaters.
00:02:31.006 --> 00:02:33.586 A:middle
Maybe you have Dinner
Reservation app and you want
00:02:33.586 --> 00:02:35.806 A:middle
to think about restaurants.
00:02:36.216 --> 00:02:39.036 A:middle
Maybe you have a Travel app, you
want to think about airports.
00:02:39.286 --> 00:02:42.206 A:middle
Amusement Park app, you want--
or Museum app, you want to think
00:02:42.206 --> 00:02:43.786 A:middle
about museums and
amusement parks
00:02:43.786 --> 00:02:46.706 A:middle
or maybe your own Retail app
and your own retail stores.
00:02:48.136 --> 00:02:50.276 A:middle
For those of you who don't
have locations of interest
00:02:50.326 --> 00:02:51.416 A:middle
in your app, don't worry,
00:02:51.726 --> 00:02:54.186 A:middle
a lot of the technology we'll
talk today will still be
00:02:54.186 --> 00:02:55.236 A:middle
applicable for you guys.
00:02:56.636 --> 00:02:59.566 A:middle
So, this is my agenda
slide, it's a timeline.
WEBVTT
X-TIMESTAMP-MAP=MPEGTS:181083,LOCAL:00:00:00.000
00:03:00.176 --> 00:03:01.996 A:middle
And it all centers around--
00:03:02.176 --> 00:03:03.906 A:middle
and we're going to use this
timeline through the talk.
00:03:04.286 --> 00:03:06.246 A:middle
It all centers around the
fact that there's an event.
00:03:06.936 --> 00:03:07.966 A:middle
OK, it can be anything.
00:03:07.966 --> 00:03:08.916 A:middle
Dinner is on tonight.
00:03:09.226 --> 00:03:10.626 A:middle
There's a movie playing.
00:03:10.626 --> 00:03:13.856 A:middle
You're traveling
tomorrow to go on a trip.
00:03:13.996 --> 00:03:15.006 A:middle
You can even be in a game
00:03:15.006 --> 00:03:17.776 A:middle
like all the players are getting
together to play a game online.
00:03:18.226 --> 00:03:20.956 A:middle
Or it could be a sale or
a new product is launched.
00:03:21.716 --> 00:03:23.916 A:middle
So, there's this time
before the event,
00:03:23.916 --> 00:03:25.126 A:middle
what can we do in that time?
00:03:25.836 --> 00:03:28.076 A:middle
There's the event itself
when people are arriving
00:03:28.076 --> 00:03:29.956 A:middle
at your event, what
opportunities are there?
00:03:30.556 --> 00:03:32.436 A:middle
And finally, when
people are at your event
00:03:32.736 --> 00:03:33.676 A:middle
and they're spending time,
00:03:34.146 --> 00:03:35.876 A:middle
how can we enrich
the experience there?
00:03:37.206 --> 00:03:39.046 A:middle
Before we get fully started,
00:03:39.046 --> 00:03:41.236 A:middle
I want to mention the
technologies we're going to use.
00:03:41.236 --> 00:03:42.736 A:middle
We're going to start
pretty basic
00:03:42.736 --> 00:03:44.186 A:middle
and get a little more complex.
00:03:45.246 --> 00:03:46.766 A:middle
First of is Calendar Events.
00:03:47.666 --> 00:03:49.396 A:middle
Then we've got Push
Notifications,
00:03:50.416 --> 00:03:51.536 A:middle
then Core Location.
00:03:51.596 --> 00:03:53.356 A:middle
And a specific feature
of Core Location,
00:03:53.356 --> 00:03:54.446 A:middle
we call Region Monitoring.
00:03:54.756 --> 00:03:56.346 A:middle
This is also known
as Geofencing.
00:03:56.476 --> 00:03:57.366 A:middle
You might know it like that.
00:03:57.906 --> 00:04:00.836 A:middle
And finally, we're going to talk
about a new technology on iOS 7,
WEBVTT
X-TIMESTAMP-MAP=MPEGTS:181083,LOCAL:00:00:00.000
00:03:57.906 --> 00:04:00.836 A:middle
And finally, we're going to talk
about a new technology on iOS 7,
00:04:00.936 --> 00:04:03.096 A:middle
iBeacons and that's the
demo we'll show you.
00:04:04.496 --> 00:04:06.676 A:middle
OK. So, it's the time
before the event,
00:04:06.886 --> 00:04:08.826 A:middle
the event is coming
up, what do you do?
00:04:09.806 --> 00:04:10.936 A:middle
You tell your users about it.
00:04:11.616 --> 00:04:13.786 A:middle
To remind ourselves in the
timeline, we are now here,
00:04:14.136 --> 00:04:15.086 A:middle
right before the event.
00:04:16.226 --> 00:04:18.456 A:middle
So this is an event,
hopefully our users really care
00:04:18.456 --> 00:04:19.116 A:middle
about this.
00:04:19.206 --> 00:04:19.796 A:middle
They're excited.
00:04:19.796 --> 00:04:21.745 A:middle
When you told them about it,
they are looking forward to it.
00:04:22.216 --> 00:04:24.756 A:middle
What can you do in your apps
to keep that excitement alive
00:04:24.756 --> 00:04:27.466 A:middle
and what can you do to
remind them of the event?
00:04:28.606 --> 00:04:29.286 A:middle
I'll show you.
00:04:29.736 --> 00:04:31.936 A:middle
Through a feature in the Apple
Store app we called iPhone
00:04:31.936 --> 00:04:33.016 A:middle
upgrade notification.
00:04:33.446 --> 00:04:34.456 A:middle
Let me just set the scene.
00:04:34.766 --> 00:04:38.056 A:middle
I will have to guess that pretty
much all of you have an iPhone
00:04:38.056 --> 00:04:39.256 A:middle
or have access to an iPhone.
00:04:39.606 --> 00:04:42.276 A:middle
Those of you that have
bought it in the US,
00:04:42.276 --> 00:04:45.096 A:middle
you know that US carriers
like Sprint, AT&T, Verizon,
00:04:45.096 --> 00:04:47.586 A:middle
they subsidized the
cost of your phone
00:04:47.676 --> 00:04:49.316 A:middle
if you sign a contract
like two years.
00:04:50.036 --> 00:04:51.326 A:middle
When you want to
upgrade your phone,
00:04:51.586 --> 00:04:53.596 A:middle
depending on where you are in
that period, maybe at the end
00:04:53.596 --> 00:04:57.186 A:middle
of the two years, you get a
full discount again of 199
00:04:57.186 --> 00:04:58.696 A:middle
and the carrier will
subsidize that.
00:04:58.696 --> 00:04:59.806 A:middle
Maybe if you're midway through,
00:04:59.806 --> 00:05:01.886 A:middle
you get a partial
discount like 449.
WEBVTT
X-TIMESTAMP-MAP=MPEGTS:181083,LOCAL:00:00:00.000
00:04:59.806 --> 00:05:01.886 A:middle
you get a partial
discount like 449.
00:05:02.116 --> 00:05:03.936 A:middle
And if you're early, maybe
you don't get a discount.
00:05:04.716 --> 00:05:07.306 A:middle
So, as a user, you might want to
get the iPhone at the best price
00:05:07.306 --> 00:05:10.766 A:middle
so you got to keep track
where you are in that contract
00:05:10.766 --> 00:05:14.016 A:middle
and when you're eligible
for that best price.
00:05:14.186 --> 00:05:15.696 A:middle
OK, so that's your event.
00:05:15.776 --> 00:05:18.916 A:middle
The event is the fact that
you can get this new product,
00:05:18.916 --> 00:05:20.476 A:middle
this iPhone at the best price.
00:05:21.346 --> 00:05:22.676 A:middle
OK, so you got to keep
track of that date
00:05:22.676 --> 00:05:24.726 A:middle
and the worse thing
is it's dynamic.
00:05:24.776 --> 00:05:25.736 A:middle
Carriers can change it.
00:05:25.896 --> 00:05:27.486 A:middle
They can pull in
the date, you know,
00:05:27.836 --> 00:05:29.716 A:middle
maybe to incentivize
you to buy early.
00:05:30.416 --> 00:05:32.616 A:middle
So what can we do in the Apple
Store app to remind users
00:05:32.616 --> 00:05:34.836 A:middle
of this event and make
this process even better?
00:05:36.236 --> 00:05:38.146 A:middle
This is the iPhone
page in our app.
00:05:38.146 --> 00:05:39.406 A:middle
You can learn about the iPhone.
00:05:39.796 --> 00:05:42.346 A:middle
You can choose the model and
the color and you can buy.
00:05:43.366 --> 00:05:45.716 A:middle
When you buy, we're going
to auto detect your carrier
00:05:45.906 --> 00:05:47.166 A:middle
and we're going to
tell you, "Hey,
00:05:47.166 --> 00:05:49.966 A:middle
we need to go query the
carrier on your behalf to find
00:05:49.966 --> 00:05:50.876 A:middle
out what your price is."
00:05:51.576 --> 00:05:53.996 A:middle
We take some info from you
that the carrier needs.
00:05:54.156 --> 00:05:56.956 A:middle
We're going to encrypt this and
we're going to send it securely.
00:05:56.956 --> 00:05:58.536 A:middle
And then, we're going
to come back
00:05:58.856 --> 00:05:59.916 A:middle
with the price for your phone.
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In this case, you're eligible
for a partial discount
00:06:03.096 --> 00:06:05.416 A:middle
of 449 for the 16 gigabyte.
00:06:05.746 --> 00:06:09.496 A:middle
On April 15th, you can get
the full discount of 199
00:06:09.806 --> 00:06:11.216 A:middle
and that's all the
features used to be.
00:06:11.346 --> 00:06:13.456 A:middle
And it would be up to you
if you don't want to buy now
00:06:13.456 --> 00:06:15.916 A:middle
to come back later and go
through this process again.
00:06:16.686 --> 00:06:18.046 A:middle
Then we added Notify Me.
00:06:18.736 --> 00:06:20.906 A:middle
That's your way to say, "Hey,
Apple Store app, I don't care
00:06:20.906 --> 00:06:22.656 A:middle
about this to think
about this stuff.
00:06:22.656 --> 00:06:23.886 A:middle
You tell me when I'm eligible."
00:06:24.426 --> 00:06:25.416 A:middle
OK, we can do that.
00:06:25.866 --> 00:06:28.226 A:middle
The first way we did this
was through Calendar Events.
00:06:28.466 --> 00:06:30.886 A:middle
And we-- you tap there, we just
put an event on your calendar.
00:06:31.336 --> 00:06:32.676 A:middle
You don't have to
think about it anymore
00:06:32.676 --> 00:06:33.886 A:middle
and they'll be there for you.
00:06:34.386 --> 00:06:36.126 A:middle
Or remember, it's a dynamic date
00:06:36.196 --> 00:06:37.816 A:middle
and if the carrier
changes the date,
00:06:38.476 --> 00:06:39.796 A:middle
the Calendar Event is static.
00:06:40.596 --> 00:06:42.636 A:middle
So then we built it
using Push Notifications.
00:06:43.806 --> 00:06:46.156 A:middle
And so, if you swipe
that toggle to on,
00:06:46.926 --> 00:06:48.686 A:middle
we're going to do is we're
going to schedule a job
00:06:48.686 --> 00:06:52.636 A:middle
on our service side and query
the carrier on a regular basis
00:06:52.636 --> 00:06:55.356 A:middle
and in intelligent way and we'll
notify you the first moment
00:06:55.616 --> 00:06:56.306 A:middle
that you're eligible.
00:06:57.396 --> 00:07:00.526 A:middle
So then, on April 15th, maybe
the app is on the background,
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So then, on April 15th, maybe
the app is on the background,
00:07:00.526 --> 00:07:03.556 A:middle
your phone is on your pocket,
or whatever that date is,
00:07:03.726 --> 00:07:04.826 A:middle
you're going to get
something like this.
00:07:04.826 --> 00:07:07.746 A:middle
It's a push notification from
our app, "Hey, good news,
00:07:07.746 --> 00:07:10.106 A:middle
you can get the phone at
the best price right now."
00:07:10.216 --> 00:07:12.476 A:middle
You swipe in, we'll
take you to the app,
00:07:12.696 --> 00:07:15.236 A:middle
we'll show you the best price,
and you just tap to buy,
00:07:15.236 --> 00:07:17.486 A:middle
and it can ship to your house
or pick it up at the store.
00:07:18.496 --> 00:07:20.666 A:middle
And that's iPhone
upgrade notification.
00:07:20.966 --> 00:07:23.186 A:middle
So we've taken this
event, get this iPhone
00:07:23.186 --> 00:07:26.066 A:middle
and we've reminded users about
it and made the process easier.
00:07:27.326 --> 00:07:29.506 A:middle
So, we're going to talk about
the example then we talk
00:07:29.506 --> 00:07:30.786 A:middle
about the technology behind it.
00:07:31.696 --> 00:07:33.006 A:middle
First is Calendar Events.
00:07:34.226 --> 00:07:36.516 A:middle
This is simple to use
but pretty effective.
00:07:36.966 --> 00:07:38.396 A:middle
And I'm not going to
spend too much time here.
00:07:38.396 --> 00:07:40.216 A:middle
Pretty much all the
skeleton code is here.
00:07:40.576 --> 00:07:43.396 A:middle
Innermost block is where you
create the event and save it.
00:07:43.736 --> 00:07:45.456 A:middle
The outermost stuff is
little more interesting.
00:07:45.526 --> 00:07:46.796 A:middle
It handles the privacy alert.
00:07:47.196 --> 00:07:50.136 A:middle
Your app has to ask user
permission to use the calendar
00:07:50.396 --> 00:07:53.336 A:middle
and that code is going
to take care of that.
00:07:53.546 --> 00:07:56.396 A:middle
OK. Now, a little
more sophisticated,
00:07:56.636 --> 00:07:57.566 A:middle
Push Notifications.
00:07:58.126 --> 00:08:00.706 A:middle
This is the richer way to
inform users and it's dynamic.
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This is the richer way to
inform users and it's dynamic.
00:08:00.706 --> 00:08:02.666 A:middle
You can have those dynamic
events 'cause your server is
00:08:02.666 --> 00:08:04.556 A:middle
going to decide when
to inform users.
00:08:05.056 --> 00:08:07.106 A:middle
It's pretty straightforward.
00:08:07.106 --> 00:08:09.946 A:middle
You register pushes-- you
register for Push with this API.
00:08:10.686 --> 00:08:12.616 A:middle
You then take the
Token with this API.
00:08:12.726 --> 00:08:15.566 A:middle
Now the token uniquely
represents your app
00:08:15.836 --> 00:08:16.706 A:middle
on this device.
00:08:17.786 --> 00:08:20.036 A:middle
Send that Token to the
server-side where you store it.
00:08:20.506 --> 00:08:22.736 A:middle
When your server decides,
"Hey, it's time to do a push,
00:08:22.736 --> 00:08:27.136 A:middle
the event is here," you send
the push to APNS via the Token
00:08:27.436 --> 00:08:30.346 A:middle
and then APNS, that's the Apple
Push Notifications Service,
00:08:30.926 --> 00:08:33.756 A:middle
they're going to target
that user by that Token.
00:08:34.556 --> 00:08:36.635 A:middle
They'll get an alert and
then if they swipe in,
00:08:36.635 --> 00:08:38.616 A:middle
your app will get woken up
and you're going to have
00:08:38.616 --> 00:08:41.346 A:middle
to handle this did receive
remote notification method.
00:08:41.996 --> 00:08:43.806 A:middle
And that's it, pretty
straightforward
00:08:43.926 --> 00:08:45.926 A:middle
but pretty powerful
way to inform users.
00:08:47.126 --> 00:08:49.226 A:middle
So we talk about the
technology behind the example.
00:08:49.896 --> 00:08:52.006 A:middle
Now, we'll do some tips, tricks,
00:08:52.006 --> 00:08:53.536 A:middle
and best practices
to use this stuff.
00:08:54.196 --> 00:08:59.456 A:middle
First one is the big no,
no and there's X over there
00:08:59.456 --> 00:09:00.336 A:middle
in case you're wondering.
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in case you're wondering.
00:09:00.676 --> 00:09:02.246 A:middle
And it's the red X.
00:09:02.246 --> 00:09:04.676 A:middle
And it's the only red X that
I have but it's very important
00:09:04.676 --> 00:09:07.246 A:middle
because of this kind of stuff.
00:09:07.426 --> 00:09:09.986 A:middle
How many of you can identify
what this, you know, "Hey,
00:09:09.986 --> 00:09:11.866 A:middle
you haven't used me in
two weeks or five days.
00:09:12.096 --> 00:09:12.796 A:middle
Please open me up."
00:09:13.486 --> 00:09:14.086 A:middle
Pretty annoying.
00:09:14.746 --> 00:09:18.266 A:middle
So, notify users of
events they care about,
00:09:18.266 --> 00:09:20.346 A:middle
only of events they care about.
00:09:20.906 --> 00:09:22.796 A:middle
'Cause if you don't, if you
bought at them like this,
00:09:23.046 --> 00:09:24.866 A:middle
they going to turn off,
pushes globally for your app
00:09:24.866 --> 00:09:26.186 A:middle
and you can't notify them again.
00:09:26.426 --> 00:09:28.956 A:middle
Or worse, you're going to
hold down on your app icon.
00:09:28.996 --> 00:09:30.466 A:middle
And your app icons
start jiggling.
00:09:30.926 --> 00:09:32.296 A:middle
You guys know why it
starts jiggling, right?
00:09:32.906 --> 00:09:41.186 A:middle
'Cause they're scared,
they're going to get deleted.
00:09:41.186 --> 00:09:41.331 A:middle
[ Laughter ]
00:09:41.331 --> 00:09:41.476 A:middle
[ Applause ]
00:09:41.476 --> 00:09:43.556 A:middle
And then they're going to
click that X and they're going
00:09:43.556 --> 00:09:45.966 A:middle
to delete it and never
to download it again.
00:09:45.966 --> 00:09:47.046 A:middle
So don't let it happen to you.
00:09:47.516 --> 00:09:48.336 A:middle
How do you do it?
00:09:48.806 --> 00:09:49.486 A:middle
It's so simple.
00:09:49.586 --> 00:09:51.286 A:middle
Provide an opt-in method.
00:09:51.776 --> 00:09:54.416 A:middle
Tell them or explain the value
of this feature and let them opt
00:09:54.416 --> 00:09:55.676 A:middle
in like we did with our toggle.
00:09:56.226 --> 00:09:58.066 A:middle
You might be scared, "Oh then
nobody is going to use it."
00:09:58.126 --> 00:10:00.146 A:middle
Believe me, if you explain
the value, people don't want
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00:09:58.126 --> 00:10:00.146 A:middle
Believe me, if you explain
the value, people don't want
00:10:00.146 --> 00:10:01.036 A:middle
to think about these things.