GRAPE TRENDS NEWSLETTER Q1 2014 eng

PROJECT MADE BY
ADVERTISING AGENCY
#WEARABLE_DEVICES #MOBILE #FLAPPY_BIRD #WHATSAPP #TELEGRAM
#SOCHI #SELFIE #OSCAR #BITCOINS #SAMSUNG #COCA_COLA
TRENDS
NEWSLETTER
2014 <<<<<<<<<<<
<<<<<<<<<<<<<<<<<<<

Trends Ne w sle t t er Q 1 2 0 1 4
GRAPE
Trends Newsletter prepared by
GRAPE agency will tell about the
main numbers, events, technologies,
applications, cases and the most
important for the three months.
ENJOY! <<<<<<<<<<<<<<<<<<<<<<<<<

GRAPE
The most important
The most important
The most
interesting facts in
The most up-to-date
The most
memorable marketing
The funniest and most
discussed in
category
The most interesting
The coolest respondents
will answer questions in our
The most
interesting
and recent statisticsNUMBERS TECHNOLOGIES
EVENTS
INFOGRAPHICS
CASES
FUN
INTERVIEWS
ARTICLES
APPLICATIONS
CONTENTS
<<< <<<
<<<
<<<
<<<
<<<

GRAPE
THE MOST
IMPORTANT
NUMBERS>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

NUMBERS
GRAPE
744 400 14%bitcoins of internet
usersthe amount of total loss of
Mt. Gox, the largest Bitcoin
electronic trading platform. in Russia are ready to pay for
watching movies online, according
to the survey by Online Market
Intelligence (OMI).
_www.theverge.com/2014/2/25/5444866/mt-gox-goes-offline _www.omirussia.ru/ru/analytics/news/2014/02/news186.html

NUMBERS
GRAPE
50000 4,95dollars million users
the amount of daily revenue Flappy
Bird generated by in-app ads during the
period the application had top positions
in App Store and Google Play.
signed up for Telegram in one day
after Facebook announced buying
WhatsApp and WhatsApp’s further
inaccessibility for almost 4 hours.
That made Telegram No. 1 iPhone
app in 48 countries.
_www.theverge.com/2014/2/5/5383708/flappy-bird-revenue-
50-k-per-day-dong-nguyen-interview
_www.mashable.com/2014/02/23/telegram/

NUMBERS
GRAPE
17000000smartbands are to be shipped to the world market in 2014. According
to the Canalys forecast, the number of wearable devices will reach 45
million by 2017.
_www.canalys.com/newsroom/16-million-smart-bands-shipped-h2-2013

GRAPE
THE MOST
UP-TO-DATE
TECHNOLOGIES>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

TECHNOLOGIES
GRAPE
Smart bracelets are new, but the
smart rings are still surprising. Smart
rings with a function of connecting
with a smartphone and remote
devices control will appear soon.
Gandalf, look what we’ve got!
Companies have finally realized
that geeky design of wearable
devices isn’t so much in demand.
Cuff company has announced a new
line of accessories that can connect
your iPhone or iPad by Bluetooth
and send a signal to chosen people
rapidly in case of an emergency.
RINGS OF POWER
SMART AND
BEAUTIFUL
>>>>>>>>>>>>>>>>>
_www.apparatmag.com/news/cufflinc/
_www.tjournal.ru/paper/fin-the-
bluetooth-ring
_www.mashable.com/2014/03/03/bluetooth-ring/

GRAPETECHNOLOGIES
3D technologies are developing rapidly. New Objet500 Connex3 printer
is the the world’s first 3D printer that can produce multi-color, multi-
material objects at the same time. You’ll be able to produce everything
you need at the backyard soon!
Avegant company raised more
that 250 000$ in 4 hours at
Kickstarter for their new project
- mobile treater Glyph. Patented
optics focus and project the light
directly onto the retina, resulting in
stunning and realistic visuals.
ONE PRINTER FOR
EVERYTHING
MOBILE
THEATER
>>>>>>>>>>>>>>>>>
_www.mashable.com/2014/01/27/stratasys-3d-printer/ _www.kickstarter.com/projects/avegantglyph/a-mobile-personal-theat-
er-with-built-in-premium-au

TECHNOLOGIES
GRAPE
Fitness gadget HealBe GoBE by
Russian developers, like other similar
trackers, measures heart rate, water
balance, stress level and sleep
status. The developers claim that the
gadget is unique due to its innovation
technology that counts calorie intake
automatically.
British musician Bruno Zamborlin designed
and created Mogees gadget that makes
music with any object. Users attach the
circular sensor at the end of the stethoscope-
like device to the surface of any everyday
object and it becomes imbued the power
of music. Then, users plug Mogees into a
mobile device’s headphone jack and connect
their headphones to the gadget to listen to
the music they create.
NEW GENERATION
FITNESS TRACKER
MUSIC’S ALL
AROUND
>>>>>>>>>>>>>>>>>
_www.mashable.com/2014/03/02/mogees-music-sensor/_healbe.com

GRAPE
THE MOST
INTERESTING
AND RECENT STATISTICS
APPLICATIONS>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

GRAPEAPPS
>381 mln downloads of applications
included in the Tops during 2 months.
applications for Android are downloaded
х8 more often than for iOS.
_ Prioridata, Top 150 paid/free apps data
for the period 9.12.2013-8.02.2014, Russia
RECENT MOBILE APPS
STATISTICS IN RUSSIA
>>>>>>>>>>>>>>>>>
IOS VS ANDROID
DOWNLOADS
AMOUNT
NOT LOCAL 84%
LOCAL
16%
iOS Android
Share of Russian developers’ applications
in the total amount of downloads - 16%.
LOCAL VS NOT LOCAL

GRAPEAPPS
>>>>>>>>>>>>>>>>>
GAMES
46%
TOOLS
18%
COMMUNICATION 10%
ENTERTAINMENT 7%
PRODUCTIVITY 4%
MEDIA AND VIDEO 3%
OTHERS
11% THE MOST POPULAR
APPS CATEGORY IS
GAMES
iOS Android
IN TERMS OF
THE PLATFORMS
APPS
34% APPS
55%
GAMES
66% GAMES
45%
RECENT MOBILE APPS
STATISTICS IN RUSSIA
_ Prioridata, Top 150 paid/free apps data
for the period 9.12.2013-8.02.2014, Russia

APPS
GRAPE
Selfie app CamMe was called the “most innovative app” award at Mobile
World Congress in Barcelona. The app uses gesture controls to help users
to take selfies from up to 5 metres away from the device. To take a selfie,
users should simply raise a hand and make a fist, which triggers a three-
second shutter timer.
Secret is a new social app for sharing secrets with your friends
anonymously. You can like, share and leave comments to the posts (also
anonymously, of course). During registration your contact list is synced
with the app giving you access to your friends secrets, but you will never
know who exactly of your friends uses Secret - only their total number will
be available.
WELCOME, CamMe SECRET —
SPEAK FREELY
_www.pointgrab.com/camme/ _www.secret.ly

APPS
GRAPE
Wanna have some coffee or take a walk in the park on a sunny
day, but have no one to go with? New app Let’s YEP! from Russian
developers will help you to find someone to spend time together. No
need to be shy - just enjoy.
Dimbstrunk — app is created to find out your friends’ reactions. You take
a photo or video, add a caption, choose who to send the message to,
and wait for your friends to open. When they do, a video of their reaction
is recorded on the front camera and sent back to you automatically!
Share the videos with reactions on Facebook or Twitter.
LET’S YEP! DUMBSTRUCK —
MORE EMOTIONS!
_www.letsyep.com/ru/ _www.dumbstruck.me

APPS
GRAPE
Another interesting way to chat with friends - Hipe messenger.
All dialogs are implemented in the form of full-screen cards that
containing animation, video, pictures and brief comments. Responses
shall be given in 99 seconds - the dialogue lives until you respond
each other. If you stop, the dialogue is removed from devices and
servers.
Are there any quotes you want to share with your friends? No problem,
Notegraphy helps to visualise short pieces of text creating your own
galleries, view other users’ posts, follow them and leave comments. Send
quotes by mail or WhatsApp, share via social networks. The service has
also the web version.
PURE EMOTIONS
WITH HIPE
NOTEGRAPHY —
INSTAGRAM FOR WORDS
_www.notegraphy.com

GRAPE
THE MOST
IMPORTANT
EVENTS>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

EVENTS
GRAPE
Samsung Galaxy S5 Huawei Talk Band B1 Samsung Gear 2
MOBILE WORLD CONGRESS
The largest mobile
conference in the world
took place in Barcelona
in February.
The most long-waited part of the conference was
presenting a new range of products by Samsung.
The key mobile marker trends are: a growing
number of cheap smartphones, as well as the
increase in the the amount of wearable devices,
especially in the field of health and fitness.
_www.mashable.com/2014/02/24/mobile-world-congress-news/

EVENTS
GRAPE
Julian Assange at SXSWSXSW 2014
MoreMore More
Edward Snowden at SXSW
SOUTH BY SOUTHWEST FESTIVAL (SXSWI)
One of the largest
annual festivals in the
world, combining music,
interactive and films.
The key speakers of this year were Julian Assange
and Edward Snowden talking about privacy and
personal data secure.
Leading speaker of digital and advertising industries,
presentations and round tables, Independent Film
Festivals and a five-day music iTunes marathon
brought together thousands of professionals from all
around the world.
_http://sxsw.com/interactive/sessions/keynotes

GRAPE
THE MOST
MEMORABLE MARKETING
CASES>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

CASES
GRAPE
We are often stuck to our smartphones. Coca-Cola with the help of
the “innovative gadget” Social Media Guard takes the “social” out
of media and puts it back into your life.
Coca-Cola is really having a go
at social media. The point this
time is that “liking” things just isn’t
enough. You have to love them.
Like is not enough! Positive video
and the song “Love Me Again”
by English artist John Newman -
enjoy!
PURE GEENIUS
LOVE
INSTEAD OF
“LIKES”
>>>>>>>>>>>>>>>>>
_www.digitalbuzzblog.com/coca-cola-the-social-media-gard/ _www.adweek.com/adfreak/do-you-incredibly-bubbly-ad-coca-cola-
light-or-do-you-love-it-155894

CASES
GRAPE
A playful and seemingly magical ad for Apotek Hjärtat’s Apolosophy
hair-care products in Stockholm subway: recognising when trains
entered the station, it then showed a woman’s hair blowing all around,
as though windswept by the train.
Again, Coca-Cola. This time,
with a project dedicated to
St Valentine’s Day. A virtual
vending machine projected
on a wall, would only appear
for couples, helping single
people feel even worse about
being alone. The machine also
personalized sodas by putting
the couple’s names on cans.
TO BREATHE LIFE
INTO A BRAND
COKE VIRTUAL
VENDING
MACHINE
>>>>>>>>>>>>>>>>>
_www.adweek.com/adfreak/wonderful-subway-ad-shows-womans-
hair-blowing-around-just-train-arrives-155986
_www.adweek.com/adfreak/coke-creates-virtual-vending-ma-
chine-only-appears-couples-155990

CASES
GRAPE
A page-by-page interactive companion to Khaled Hosseini’s
“And the Mountains Echoed” book - 402 pages of unique digital
interpretations inspired by the words found on each of the
402 pages of the novel itself. A striking example that online
promotion is applicable not only for music albums but also for
books.
Imagine if what has happened in Syria were
to happen in London. That’s a video for PSA
campaigns aimed at getting people to help the
children of Syria. It shows an ordinary girl’s world
falling apart over a period of a year - as her
comfortable middle-class existence evaporates
and she finds herself a homeless and fatherless
refugee amid the horrors of war. Just because
it isn’t happening here doesn’t mean it isn’t
happening.
ECHO PROJECT
CHILDREN
OF WAR
>>>>>>>>>>>>>>>>>
_www.echoproject.ca _www.adweek.com/adfreak/three-years-later-we-finally-have-
brutally-powerful-ad-about-crisis-syria-156109

CASES
GRAPE
Do you remember Marty McFly’s hoverboard in the film by
Robert Zemeckis, “Back to the Future 2”? Tony Hawk and actor
Christopher Lloyd participated in an epic fake hoverboard troll.
Yes, this is fake. But admit, you dreamed of having one when
you were a kid!
Pepsi MAX proves and its viral
campaign prove that human
potential is boundless. Breaking
all laws of physics, British
stuntman Damien Walters proves
that a loop can be done even on
foot. What else? Probably flying?
FUTURE’S ALREADY HERE
MISSION
POSSIBLE
>>>>>>>>>>>>>>>>>
_www.techcrunch.com/2014/03/04/why-are-all-these-celebrities-
participating-in-an-epic-fake-hoverboard-troll/
_www.hot-digital.ru/2014/2/pepsi-max-human-loop-loop/

CASES
GRAPE
How does a clothing brand get 7 million YouTube views in one day?
By getting 20 strangers to kiss each other. The strangers are actually
actors, but the awkwardness, embarrassment, sympathy, and passionate
kisses look like real.
Surprising concept of a new ad -
Duracell Bus Shelter in Montreal
Heats Up When Everyone Holds
Hands. To keep warm in chilly
Montreal passengers needed
to join hands to complete a circuit
and activate heaters in a branded
bus shelter.
STRANGERS KISSING
WARM AD
>>>>>>>>>>>>>>>>>
_www.adweek.com/adfreak/duracell-bus-shelter-montreal-
heats-when-everyone-holds-hands-156263
_www.adweek.com/adfreak/cringey-cute-clothing-ad-strangers-kissing-
has-7-million-views-one-day-156249

GRAPE
THE MOST INTERESTING
FACTS IN
INFOGRAPHICS>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

INFOGRAPHICS
GRAPE
The Olympics are over — it’s time to take
stock. Interesting infographics by crimnos
hexagon illustrates social network activity
connected with Olympic games.
SOCHI ON
SOCIAL
>>>>>>>>>>>>>>>>>
_www.crimsonhexagon.com/blog/current-events/
going-gold-competition-social

INFOGRAPHICS
GRAPEИНФОГРАФИК
>>>>>>>>>>>>>>>>>
Interesting infographics by Econsultancy shows what exactly
content marketing is and what its key elements are.
THE PERIODIC TABLE OF
CONTENT MARKETING
>>>>>>>>
_www.media-media.ru/2014/03/periodicheskaya-tablit-
sa-kontent-marketinga/

GRAPE
THE COOLEST RESPONDENTS WILL
ANSWER QUESTIONS IN OUR
INTERVIEWS>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Igor, do you have a methodology of work in your company or
do you just leave the imagination drive away? And if you have
one, which kind of methodology would you suggest to other
strategists?
Yes, we have different and iterative methodologies to research,
create, produce, test, deliver, measure etc. We use the Design
Thinking Approach as part of our discovery methodology and
the Lean UX & Agile as part of the delivery methodology. Having
a methodology allows you to avoid wasting valuable time at the
beginning of the project, since you easily have both the macro
vision and also the small tasks that need to be developed for the
project. It is also important because it helps you to replicate a
blockbuster, if you had one.
Our Design Thinking methodology is based on three main pillars.
The first one is about people: you have to go beyond their stated
desires and understand their latent needs. The second pillar is
about business: comprehend the business and communication
goals searching for the Whys instead of the Hows. The third
pillar is about technology: what is technologically feasible to
achieve the client’s goal. The overlay of these three main pillars –
technology, business and people – is where relevant innovation
lies.
What I suggest to other strategists is any methodology that offers
a toolkit where they can select the best tools depending on the
client’s needs. But don’t be attached to labels or fads and never,
ever, forget to always put people first.
The overlay of
these three main
pillars — technology,
business and people
– is where relevant
innovation lies.
“
”
We will publish interviews with
world experts of our industry
every three months in the frame
of our Trends Newsletter. We
ask questions about everything:
about work and life, people and
technology, business. The star
of our first issue is Igor Saraiva,
creative director and co-founder
of PorQueNão?
GRAPEINTERVIEWS
<<<<<<<<<<

Do you think that a mobile app can meet
any client’s needs?
No, I don’t think that an app can solve all
brand’s problems. I think it should be a part
of an integrated communication of a very
defined and clear strategy. The whole market
has to understand that having an app and
having a mobile strategy are two different
things.
If a client asks us to build an app that we
don’t believe will work, then we don’t do it.
Mobile users neither forgive nor forget. And
it’s not about the client’s money or about
your agency’s portfolio. It’s about delivering
relevant products to people! Products and
services that participate in people’s life. If
you want to have a long-term relationship
with your client, you should have the courage
to develop those things that both believe in.
You almost quit advertising. So what
happened that made you stay?
My academic background is Design, not
Advertising.I’mmoreusedtoprojectscentred
on people than on campaigns centred on
sales.Formanyyears,asadirectorofplanning
at Grïngo.nu, I applied my knowledge in
strategic design to build valuable brand
positioning in the digital world.
I wasn’t completely happy because I wanted
to help brands to create new services and
products instead of being part only of the
communication process. A voice was urging
me to do something relevant and useful. So
I quit my job and started my own company
with a childhood friend, who was a very well
established multinational brand manager.
It’s about
delivering relevant
products to people!
“ ”
GRAPEINTERVIEWS
<<<<<<<<<<

How has the competition changed in the
last few years in this market?
A few years ago, mobile universe was very
similar to what the web was at its beginning:
technology-based. Brands were creating
apps using QR codes, augmented reality
and accelerometers without knowing why
they were using that. Nowadays, the market
has changed a lot: top agencies realized
the importance of creating relevant mobile
services and some brands understood the
difference between an App and a Mobile
Strategy.
Also, at the beginning there were a lot of
freelance developers, working at their own
risk. Today, there are a plenty of mobile
producers, but there are very few companies
that are developing mobile apps that expand
the brand’s essence and positioning.
What do you think is the major
breakthrough in the sphere of technology
in recent time?
For me, these are two main technologies: 3D
printing and wearable devices, such as smart
watches and Google glasses. 3D printing has
a big crowdsourcing commercial potential
and wearable devices can seamlessly
connect people with each other and with
brands. I would say that they are going to be
a big hit for the next few years.
Nowadays, the
market has
changed a lot: top
agencies realized
the importance
of creating
relevant mobile
services and a
some brands
understood
the difference
between an App
and a Mobile
Strategy.
“
GRAPEINTERVIEWS
>>>>>>>>

What do you hate most about your
coworkers, clients and competitors?
About my coworkers, the thing that I don’t like
is when I realize there is lack of care, sense
of ownership, when they don’t pay attention
to the details. The process is as important as
the results are.
WhatIhatethemostaboutclientsiswhenthey
don’t realize that advertising has changed a
lot recently. Mobile is not about brand’s story.
It’s about people’s stories. This is the major
breakthrough change and some clients still
don’t understand it. Also, most of the clients
want to develop already-seen-app-ideas,
thinking that they are innovative because
they are on a “new” medium. Innovation
comes from boldness.
What I hate about my competitors is when
they brag about putting a lot of apps in the
market. They don’t realize it is not about
quantity, it’s about quality! But when they say
they don’t care about the users, that really
pisses me off.
Whom would you send a job offer?
There are tons of geniuses out there, very
talented people and bright minds. But there
are no names that come to my mind right
now. What we look for when we are hiring
at PorQueNão? is passionate people who are
really in love with their job. Those who have
the will to get better and better every single
day. Technical skills do not matter – they
can be developed. But passion, on the other
hand, is very different. It cannot be taught.
Mobile is not about
brand’s story. It’s about
people’s stories.
“
”
GRAPEINTERVIEWS
<<<<<<<<<<

GRAPE
THE FUNNIEST AND
MOST DISCUSSED IN
CATEGORYFUN>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FUN
GRAPE
Ellen Degeneres’ celebrity-packed selfie from the 86th Academy
Awards literally rocked Twitter. The tweet managed to collect more than
3 million retweets, became the most popular and the most retweeted
tweet and gave life to lots of internet memes.
SELFIE RULES
>>>>>>>>>>>>>>>>>
_https://twitter.com/TheEllenShow
_https://twitter.com/HomerJSimpson _www.flickr.com/photos/ochre_
jelly/12932343693/
_https://twitter.com/LEGO_Group/ _https://twitter.com/RealGrumpyCat

FUN
GRAPE
The Olympics passed.
With their unopened ring…
… and surprise of the US figure skater Ashley Wagner.
FASTER, HIGHER, STRONGER
>>>>>>>>>>>>>>>>>
_www.tjournal.ru/paper/snow-fail _mashable.com/2014/02/09/ashley-wagner-meme/

FUN
GRAPE
Acquisition of WhatsApp for $ 16 billion, excluding
$ 3 billion in options, could raise any feelings but
indifference. The restless ones reacted immediately
and calculated what else could be bought with that
money.
For example, 6.4 unmanned
missions to Mars…
… 85 Lionels Messi … …or 5466 annual salaries of
members of Gazprom’s Board.
… or 16 Instagrams, …
WHAT OS CHEAPER
THAN WHATSAPP?
>>>>>>>>>>>>>>>>>
_thingsthatarecheaperthanwhatsapp.tumblr.com

FUN
GRAPE
Moscow is the saddest city for selfies, according to selfiecity.net, that
examined Instagram photos by residents of Moscow, Bangkok, Berlin,
New York and Sao Paulo.
Meanwhile - tennis players
Djokovic and Murray taking a
selfie during the showdown.
And even the epic story enta.
ru team’s dismissal finished
with a group selfie.
Some of Swedish fitness clubs
banned visitors taking self shots
in dressing room.
SOME WORDS ABOUT SELFIE
>>>>>>>>>>>>>>>>>
_mashable.com/2014/03/05/
djokovic-murray-selfie/
_tjournal.ru/paper/gym-selfie-ban
_www.the-village.ru/village/city/moscow-in-figures/140013-selfiecity

GRAPE
THE MOST
INTERESTING
ARTICLES>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

GRAPEARTICLES
Paul Zak: Blood test after
using Twitterr
Jack Ma (Alibaba Group)
teaches you how to be
successful in business
Ted Livingston: future of
mobile messengers
Advertising’s Next
Frontier
WhatsApp стал сотовым
оператором
WHAT WAS NOT INCLUDED IN OUR
ISSUE, BUT IS REALLY WORTH SEEING
>>>>>>>>>>>>>>>>>
Will 3D Printing
Upend Fashion?
_www.slon.ru/biz/1068172/
_www.siliconrus.com/2014/03/
art-of-entrepreneurship/
_www.siliconrus.com/2014/03/kik/
_www.mashable.
com/2014/03/03/3d-printing-fashion/
_www.techcrunch.com/2014/04/07/whatsapp-
launches-a-e10-sim-with-e-plus-in-germany-
with-free-whatsapp-usage-included/
_www.mashable.com/2014/03/09/advertising-in-
ternet-of-everything-sxsw/

GRAPEARTICLES
Real superpowers: bionics
for animals and human
World-Traveling Copywriter
Will Work for Free in Exchange
for Room and Board (Meet the
Backpacker Intern)
8 Ways Tech Has
Completely Rewired
Our Brains
Why we hate Google
Glass - and all new
WHAT WAS NOT INCLUDED IN OUR
ISSUE, BUT IS REALLY WORTH SEEING
>>>>>>>>>>>>>>>>>
And to sum up: How to save
our brain: 7 main rules of
information diet
Nickolay Belousov: I bought
wi-fi wages, quit my job
and life began - story of
Madrobots
_www.adweek.com/adfreak/world-traveling-
copywriter-will-work-free-exchange-room-
and-board-154938
_www.mashable.com/2014/03/14/
tech-brains-neuroplasticity/
_www.slon.ru/future/photo/realnye_sverhspos-
obnosti_bionika_dlya_zverey_i_lyudey_foto-
506/photo-1.xhtml
_www.slon.ru/biz/1066962/_www.habrahabr.ru/company/madrobots/
blog/213729/
_www.techcrunch.com/2014/03/15/why-we-
hate-google-glass-and-all-new-tech/

GRAPE
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GRAPE
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GRAPE TRENDS NEWSLETTER Q1 2014 eng

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GRAPE TRENDS NEWSLETTER Q1 2014 eng