Association for Downloadable Media Members Adopt Standards and Measurement Guidelines

Ad Standards Define Industry Units and Organize Audience Reporting

Washington, D.C. (PRWEB) February 2, 2009 — The Association for Downloadable Media (ADM), which facilitates the monetization of episodic consumer-downloaded content, today announced a list of members who are in voluntary support of the first standards and guidelines agreed upon by the organization. This further advances the organization's charter of creating a landscape favorable to the commercialization of web-delivered shows.

Both the ad standards and audience measurement guidelines were created by open committees, then offered for public comment, edited and ratified by the organization. Though many members have been following these formats as a standard practice of doing business, the member organizations are now organizing to publicly support these standards in an effort to create a scalable, organized market for advertisers to easily flight campaigns and become sponsors of episodic podcasts and vidcasts.

"Our members' voluntary support of the ADM standards and guidelines provides structural integrity across separately-held ad networks, inventory pools and publisher assets, to create the scale needed to operate in today's advertising marketplace," says Chris MacDonald, Chairman of the Association for Downloadable Media. (http://www.downloadablemedia.org.)

Ad units that have been standardized include pre, mid and post roll insertions, product placement within shows, and host-endorsements among the twenty-five creative options outlined in the standards document. The measurement guidelines give each member company one of two reporting options, based on how their shows are hosted, either Native Server Measurement (NSM) or Third Party Measurement (TPM).

Now marketers can create ad units they can run in multiple podcast networks as well as in the shows of independent content producers to weave together a demographic and/or contextually targeted campaign. Further, audience metrics can be compared more easily and with confidence.

"With the emergence of each new digital media it's vital to create standardized ad units and measurement. Now that downloadable media companies are adopting the ADM guidelines, ad agencies will include podcasts and vidcasts in their media recommendations as standardized units mean they can scale across multiple content producers to get the reach they need." Susan MacDermid, SVP, Real Branding."

List of the Member Companies Participating in the Standards:

The ADM is open to both corporate and individual producers of content as well as non-profits, advertising agencies and solutions providers in the portable media space. The following companies that have agreed to offer at least a portion of the ad units outlined in the standards document and to report their audience metrics through one of the two methods outlined in the guideline are listed below.

COMPANY / CONTACT
BackBeat Media / Dave Hamilton
Bare Feet Studios / Roxanne Darling
Burst Media / Rob Simon
Circle of Seven Productions Sheila English
Coverville / Brian Ibbott
Culinary Media Network Jennifer Iannolo
Culture Catch / Richard Burns
IndieFeed / Chris Macdonald
KCRW /   Jennifer Ferro
Kiptronic / Dave Rowley
Modified Media / Doug Taylor
NPR / Bryan Moffett
Personal Life Media / Susan Bratton
Podcast.com (Treedia Labs) / Glenn Gaudet
Podtrac / Mark McCrery
Portage Media Solutions / Jeremiah Staes
PRI   / Morgan Church
Quick and Dirty Tips / Richard Rhorer
Raw Voice / Angelo Mandato
Revision3 / Jim Louderback
Sciencepodcasters.org / Ginger Campbell
SkydiverGirls.tv / Karen KFC Blanchette
Volomedia / Jeff Karnes
Wizzard Media / Chris Macdonald
ZimmComm New Media / Chuck Zimmerman
    
About the ADM

The Association for Downloadable Media (http://www.downloadablemedia.org) is focused on providing standards for advertising and audience measurement for episodic and downloadable media. The organization's constituents include individual podcasters, media companies, publishers, syndication companies and distributors offering downloadable media, advertising agencies, marketers, technology suppliers, hardware and software manufacturers of portable media products and services, market research firms and audience and advertising effectiveness measurement companies. Through our volunteer membership, we provide leadership in and organization of advertising and audience measurement standards, research, education and advocacy to all those involved in portable media (Podcasts/ATOM/RSS media enclosures) across the Internet, iPods, MP3 players, mobile devices, P2P and other upcoming platforms.

For more information, contact:

Susan Bratton
Personal Life Media
650-948-0500
susan at personallifemedia dot com

Phil Wilson
Association for Downloadable Media
612-743-7860
pwilson at downloadablemedia dot org

Cyveillance: Test Reveals Majority of Malware Undetected by Leading A/V Vendors

According to Company's Latest Cyber Intelligence Report: Detection Rates for Malware are Getting Worse and Anti-Phishing Filters Detect Less than Fifty Percent of Attacks. Cyveillance, the world leader in cyber intelligence, today announced that a recent test of best-of-breed anti-virus vendors and Web browser anti-phishing filters revealed that more than half of active malware and phishing threats on the Internet go undetected, with an average detection rate of 37 percent for malware and 42 percent for phishing. This data was captured as part of Cyveillance's "2H 2008 Cyber Intelligence Report," which was issued today.

Arlington, VA (PRWEB) February 2, 2009 — Cyveillance, the world leader in cyber intelligence, today announced that a recent test of best-of-breed anti-virus vendors and Web browser anti-phishing filters revealed that more than half of active malware and phishing threats on the Internet go undetected, with an average detection rate of 37 percent for malware and 42 percent for phishing. This data(1) was captured as part of Cyveillance's "2H 2008 Cyber Intelligence Report," which was issued today.

"Given the dynamic nature of today's online threats and the traditionally reactive approach taken by today's malware and phishing detection technology, conventional signature-based solutions are inherently at a disadvantage to keep up," said Panos Anastassiadis, CEO and Chairman of Cyveillance. "Because the majority of damage occurs during the first 24 hours of an attack, early detection of attacks is crucial. By combining today's defensive technologies with proactive intelligence gathered in real-time, organizations can significantly limit the harm inflicted by today's dynamically changing threats."

In addition to a detailed evaluation of the effectiveness of leading anti-virus malware detection and Web browser anti-phishing technologies, the report also tracks the online "fraud chain" comprised of malware components that store and serve malware executables, distribute malware to consumers, and receive and store the confidential information collected from infected computers.

Other key report findings include:
– Data tracked during second half of 2008 shows that the United States and China continue to be the top distributors of malware on the Internet.
– 159 unique new brands were phished in the second half of 2008, which represents a slight decrease compared to the number of new brands targeted during the same time a year ago.
– Phishers continue to expand attacks globally and across new industries. In the second half of 2008, Cyveillance saw an increase in the number of new phishing targets in countries that had yet to be phished as well as new targets in the media and social networking industries.

Anti-virus Malware and Web Browser Test Results
More information about Cyveillance's testing of anti-virus malware vendors and Web browser anti-phishing filters is included in the company's "2H 2008 Cyber Intelligence Report."

Malware
Cyveillance identifies a malware threat as a file or application downloaded from a Web site or server that exhibits properties that are both involuntary and malicious in nature. An active malware threat is one that has been located on a live Web site within the last 30 days.

Because anti-virus solutions primarily detect previously identified malware threats, perpetrators quickly replace recently discovered malware threats with modified versions and exploit this discovery lag-time to evade detection and infect unsuspecting machines. As such, the Cyveillance test which took place between November 30 and December 29, 2008, looked at twelve best-of-breed anti-virus vendor solution(2), deployed in their default settings with auto-update features enabled to ensure all malware signatures were within vendor parameters.

Phishing
Phishing threats are social engineering scams that rely on both technology and human interaction to carry out online fraud and identity theft. The schemes are varied but typically involve a spoofed (spam) email that mimics an email from a legitimate and respected organization in order to steal personal information (e.g., username and password, credit card number, Social Security number, etc.). The information collected is then used for identity theft purposes.

To better understand the daily risks consumers face from phishing attacks, Cyveillance test sampled unique and confirmed phishing attacks uncovered against a variety of organizations. To measure the effectiveness of some of today's leading consumer anti-phishing protections (3), Cyveillance fed these confirmed live attacks through four of the most widely used browsers with embedded anti-phishing technology. The data was fed in real-time to each browser and then again 24 hours later to determine detection rates over a minimal period of time.

All figures and statistics in the Cyveillance "2H 2008 Cyber Intelligence Report" are actual measurements rather than projections based upon sample datasets. The cyber intelligence included in this report includes data collected and analyzed between July 1 and December 31, 2008. It represents aggregate cyber intelligence findings that Cyveillance has delivered to its OEM data partners, except where otherwise noted. For more information about Cyveillance's research findings, please visit: http://www.cyveillance.com/web/forms/request.asp?getFile=113.

About Cyveillance:
Cyveillance, the world leader in cyber intelligence, provides an intelligence-led approach to security. Through continuous, comprehensive Internet monitoring and sophisticated intelligence analysis, Cyveillance proactively identifies and eliminates threats to information, infrastructure, individuals and their interactions, enabling its customers to preserve their reputation, revenues, and customer trust. Cyveillance serves the Global 2000 and OEM Data Partners – protecting the majority of the Fortune 50, regional financial institutions nationwide, and more than 30 million global consumers through its partnerships with security and service providers that include AOL and Microsoft. For more information, visit www.cyveillance.com.

(1) Cyveillance's comprehensive monitoring technology continuously sweeps the Internet – monitoring and collecting information from over 200 million unique domain name servers, 150 million unique Web sites, 80 million blogs, 90,000 message boards, thousands of IRC/Chat channels, billions of spam emails, auction sites, bot networks and more. This approach yields the discovery of more than 100,000 new sites each day.

(2) Vendors tested included F-Secure, Kaspersky, McAfee, Sunbelt, Sophos, Trend Micro, Dr. Web, AVG, Eset Nod32, F-Prot, Virus Buster and Norman. Symantec data was inconclusive at time of publication and was not included in the test results.

(3) Vendors tested included Firefox, Safari, Chrome and IE7.

OnForce releases year-end 2008 Services Market Index Report

2008 was year of break-fix work and new network installs as both companies and consumers did more with less, buying only what they need and not what they want – except in certain areas

BOSTON, Jan. 27 /PRNewswire/ — OnForce, the world's largest marketplace for IT and CE service professionals, today released its first annual OnForce Services Marketplace Index (OSMI) Year-End Report for 2008. Based on information provided by the OSMI and the company's strong relationship with its customers and service provider network, a picture is emerging of a year filled with challenges – but also opportunities. The company also released its Top Five Predictions for 2009 based on the OSMI and industry-wide data.

"Last year we saw a significant trend towards businesses and consumers fixing what they have and tightening their belts," said Peter Cannone, CEO of OnForce. "This trend will continue across 2009. Businesses are looking to outsource more of their services in order to increase profit margins and cut costs. This is evident by the growth of both buyers and service work orders placed through our marketplace in 2008."

"For 2009, diagnosis and repair services will become a major focus as businesses are likely to continue delaying new equipment purchases. We also anticipate businesses that do purchase new technology will move towards less expensive brands or unbranded alternatives," said Cannone.

"We also expect that end-users will pressure vendors to cut prices even further. Overall, the most significant trend in 2009 will be the continued use of outsourcing, as corporate IT departments are asked to do more with less. It isn't going to be easy, but there are opportunities for growth and success even in a down economy."

Compiled from more than 300,000 service orders completed across the OnForce Marketplace in 2008, the OSMI is a research tool that highlights market trends and growth opportunities for VARs and solution providers in the onsite services industry. Over the course of 2008, several trends were seen – for example, the move to repair rather than replace – which OnForce expects will continue into 2009.

The OSMI data from 2008 revealed a number of additional key findings:

 

  • 2008 saw a sharp increase in the "break-fix" – or repair – sector. Up to 65% of all work orders were break-fix across all service sectors, PC desktop, printer, network POS, server, TV/Video, PC Laptop, VoIP, wiring & cabling, home theater.

 

  • Desktop computers, TV/Video and Point-of-Sale (POS) systems were the highest volume onsite service categories in 2008, and accounted for over 50% of all work orders in 2008.

 

  • Consumer Electronics accounted for four of the top five most expensive onsite services in 2008 (with the average cost per service of ~$250).

 

  • Over the course of the Q4 holiday season, desktop computers ranked as the highest volume category for onsite service (over 22% of all Q4 work orders) with TV/Video coming in a close second (with over 21% of all Q4 work orders).

"There are really five key trends that we expect to see in 2009," said Cannone. "With the economic clouds still looming we see that most businesses and consumers remain in cost savings and belt tightening mode. They desire to fix rather than buy, they recognize that cheap can be chic, they will increasingly rely on outsourcing for corporate IT, and they will seek lower prices and have difficulty predicting demand. These are the challenges of the coming year and businesses need to recognize them in order to thrive in a challenging economy."

Cannone gave his Top 5 Predictions for the coming year based on what he saw as major industry-wide trends and within the OnForce marketplace:

Fix not Buy

"With the economic storm still gathering, one thing we've seen in the OSMI and heard from our customers and pros is fix it first and then buy only what you need," he explained, "Consumers and businesses will continue to delay purchases of new equipment and opt for break-fix services for the foreseeable future."

Cheap Become Chic

"Businesses and consumers are also seeking new ways to tighten their belts. We're seeing a shift to purchases of lower-cost equipment; PC vs. Apple, non-branded PC vs. branded; netbook vs. notebook, etc."

Outsourcing and Corporate IT

"Based on what we're seeing in the market, we predict an accelerating shift to outsourcing by many corporate IT functions," continued Cannone, "and service providers using the OnForce platform may see an increase in this type of work."

Customers Become the Price King

"Decreasing demand will put customers in the driver's seat when it comes to pricing for service and equipment. If the past is a guide, VARs that are looking to reduce costs throughout the installation and aftermarket service supply chain will result in greater opportunities for OnForce technicians."

The Future is a Foggy Place

"With everything that is happening – the continuing economic slowdown and general unpredictability of the market – it is difficult to gauge demand for in-house service techs. In 2009," concluded Cannone, "this uncertainty will lead to more service providers turning to OnForce to supplement their labor force."

The OSMI 2008 Year End Report and Q4 report is available for download at:

www.onforce.com/OSMI/2008

http://www.onforce.com/OSMI/Q408

About OnForce

OnForce is the leading marketplace for information technology (IT) and consumer electronics (CE) service professionals. The company enables VARs and solution providers to find skilled professionals in virtually every zip code in the US and Canada. Since its inception, the OnForce marketplace has been used to successfully complete nearly 1 million work orders. The OnForce community is made up of 5,000+ IT and CE service buyers and 13,000 service professionals who work in a number of technology categories, including computers, printers, networking, VoIP, point of sale and consumer electronics. For more information, visit www.onforce.com.

Episode 31 – The State of the IT Industry Part 3

This week we are going to talk with a VAR in California, discuss how he entered another area of IT to keep his business profitable during the current economic situation and ask him where he thinks the industry is headed. Part 3 of a 4 part series.

TechPodcasts Promo Tag :10
Intro 1:17
Billboard :25

News and Comment segment 5:21
Circuit City announced that it would clear out all remaining inventory and close its stores by the end of March.

Enter the Technibble contest and Win! We are giving away The Computer Business Kit from Technibble (a $49 value) FREE. Listen to this episode of The Force Field for your chance to win!

Microsoft released Windows 7 beta to the public January 9. Early reports say the beta is more stable than Vista SP1. Industry experts believe Microsoft could release Windows 7 to the market sooner than expected.

Commercial Break 1:00
Get Great Web Hosting at GoDaddy.com and save 10%! Listen for the discount code in the show. GoDaddy.com 1:00

Intro to Interview 2:01
In episode 29 we talked with Pat Palmer, heard how his business is doing well in spite of the economy and how he expects this trend to continue in the months and years to come. In episode 30 we talked with Kris Crispell and he told us the same thing. This week we wil talk with Crisantos Hajibrahim of Virus Woman . He will tell us why he entered a new and growing area of the IT market to keep his business profitable, hear how he did it and find out how he is riding out the economic storm – in the cloud. You can view the video of his Google I/O 2008 Presentation – Becoming a Google App Solution Provider mentioned in the show. Part 3 of a four part series.

Crisantos Hajibrahim Interview 16:26

Part 4 Teaser :15

Wrap up and Close :46

Comments, questions or suggestions? Send them in to comments@theforcefield.net. Feedback on this topic will be read by the host and included in future episodes of the show.

©2009 Savoia Computer. All rights reserved.

Episode 31 – The State of the IT Industry Part 3

This week we are going to talk with a VAR in California, discuss how he entered another area of IT to keep his business profitable during the current economic situation and ask him where he thinks the industry is headed. Part 3 of a 4 part series.

TechPodcasts Promo Tag :10
Intro 1:17
Billboard :25

News and Comment segment 5:21
Circuit City announced that it would clear out all remaining inventory and close its stores by the end of March.

Enter the Technibble contest and Win! We are giving away The Computer Business Kit from Technibble (a $49 value) FREE. Listen to this episode of The Force Field for your chance to win!

Microsoft released Windows 7 beta to the public January 9. Early reports say the beta is more stable than Vista SP1. Industry experts believe Microsoft could release Windows 7 to the market sooner than expected.

Commercial Break 1:00
Get Great Web Hosting at GoDaddy.com and save 10%! Listen for the discount code in the show. GoDaddy.com 1:00

Intro to Interview 2:01
In episode 29 we talked with Pat Palmer, heard how his business is doing well in spite of the economy and how he expects this trend to continue in the months and years to come. In episode 30 we talked with Kris Crispell and he told us the same thing. This week we wil talk with Crisantos Hajibrahim of Virus Woman . He will tell us why he entered a new and growing area of the IT market to keep his business profitable, hear how he did it and find out how he is riding out the economic storm – in the cloud. You can view the video of his Google I/O 2008 Presentation – Becoming a Google App Solution Provider mentioned in the show. Part 3 of a four part series.

Crisantos Hajibrahim Interview 16:26

Part 4 Teaser :15

Wrap up and Close :46

Comments, questions or suggestions? Send them in to comments@theforcefield.net. Feedback on this topic will be read by the host and included in future episodes of the show.

©2009 Savoia Computer. All rights reserved.

 

http://media.techpodcasts.com/theforcefield/media.libsyn.com/media/theforcefield/The_Force_Field_31.mp3

Top 20 Tax Tips for Businesses

Financial education company Pathfinder Business Strategies names the most powerful, yet underutilized tax deductions for businesses of all kinds

Sebastian, Fla. (Vocus/PRWEB ) January 22, 2009 — Aftershocks from the United States' current financial crisis will continue to cripple companies of all sizes across the nation for years to come. And now, American businesses can make every dollar count by taking tax deductions they've been overlooking. Financial education company Pathfinder Business Strategies LLC announces top 20 tax tips for businesses of all kinds, naming the most powerful, yet underutilized tax deductions available. Pathfinder shares how to legally convert your largest personal expenses to business deductions and save thousands of dollars in taxes. Unfortunately, most businesses pull from a list of 25 to 50 business deductions, while there are more than 300 available.

Pathfinder Business Strategies Logo

Pathfinder's top 20 tips apply to all companies — from the sole proprietor running her startup from home to the owner of a multinational C-corporation. The tips include how your company can pay for your child's wedding or education, buy big-ticket items like golf clubs or a watch through an awards program, and much more.    

"From our financial coaching sessions with entrepreneurs and business owners, I've noticed most of them are severely under-utilizing tax deductions that would significantly lower their tax liability and put more money in their pocket at the end of the day," says Pathfinder Business Strategies Founder Drew Miles. "Our country's poor economic status isn't likely to change soon, so it's that much more important for businesses to take advantage of tax breaks they're legally entitled to. Surviving and thriving in today's ever-changing market will require taking advantage of every opportunity."    

Now that the 2008 tax year is coming to a close, it's time business owners become acquainted with deductions they should be taking moving forward so they can keep receipts and good records throughout the year.

For nine years, Pathfinder Business Strategies LLC has been helping entrepreneurs and business owners save thousands of dollars in taxes annually. The financial education company offers a host of services and products, including a financial coaching program, entity structuring expertise and a monthly magazine about wealth building and tax savings, Pinnacle. Formerly a New York lawyer, Miles now specializes in tax strategies and entity structuring. The company is located at 10305 102nd Terrace, Suite 102, Sebastian, FL 32958. To learn more about the company, please visit www.pfbs.com or www.save10kintaxes.com or call 888.695.2765.

Contact Publicist Echo Surina at Philanthropology LLC to schedule an interview with Drew Miles or receive Pathfinder's top 20 tax tips or list of 300 deductions for businesses.

Contact:
Echo Surina
Philanthropology LLC
www.philanthropology.us
602.332.9445

New eBook Helps Introverts and Shy Profit from Networking Easily Even in Down Economy

The newly launched ebook Networking Secrets for Sales Reluctance is perfect for financial planners who think that networking is a process for realtors or direct marketers. It is also an approach for people in IT who want to meet potential business prospects, not just other salespeople. It also has ideas for freelancers who are photographers, therapists, women in sales who get excited about networking but then find it difficult to talk with people.

Williamsburg, VA (Vocus/PRWEB ) January 22, 2009 — You've met them at networking events: people who hang around the edges. Usually they're the introverts or shy business people. Even though the explosive growth of social networking in 2008 is undeniable, the best of business networking, particularly when the economy is down, combines both online and in-person, and that's why sales veteran, Patricia Weber's new ebook is a must read, and do.

Patricia Weber

"My ebook includes some similar problems my coaching clients bring to me," says Weber. "My blog, Sales Tips for Introverts, talks about these problems." Weber wrote this ebook to help introverts, shy and just sales reluctant, who either might start a business during an economic downturn, or are in business already, yet suffer from faulty thinking, "My expertise will bring in sales revenue." Networking Secrets for Sales Reluctance gives a specific way introverts in particular will appreciate: an internal step by step process with at least seven specific network reluctance examples.

Weber uncovered some recurring patterns in networking beliefs in over 200 introvert and shy salespeople who answered an online survey. This ebook is for women in sales who claim they get queasy just thinking about them. It is also for the financial planners who are out networking but seem to never meet the right people. It's for freelancers like accountants, husband and wife teams, or women in sales who claim they have to go to too many to make it worthwhile.

As someone trained by extroverts through her early sales career she claims, "Introverts have some specific needs when it comes to networking, and being an INTJ in Myers Briggs type talk, I can tell you trying to be an extrovert is not the way." After hearing over and over again similar feelings about networking "getting no where," Pat had it and decided to get this information to those introverts and shy who want to know this in an affordable way and format.

One of Weber's teleclass participants, Gail Cort, FitnFoxyLifestyle Coachingclaims her networking reluctance gone: "I was thinking that I am not a good sales person. I am more of a doer. I have been going NOWWHERE fast and I hated the thought of pitching a sale, picking up the phone was daunting. Now I feel more confident about it with what you introduced. I am ready to talk with potential clients without feeling like a used car salesman (woman.)"

"I wanted to launch the ebook with giving people at least a chance to experience coaching, to get results more quickly." Weber's ebook is now available for ordering, along with a complimentary short personal coaching session for anyone who purchases the ebook. Go to http://www.introvertsellingtips.com for sample accompanying audios and details.

About Professional Strategies Inc:

Patricia Weber is a nationally recognized expert as a Business Coach for Introverts, and serves clients around the world since 1990. Pat offers a wide array of professional development services including business coaching, training, and personal coaching for the public and private sector.

For more information, visit http://www.prostrategies.com or contact Patricia Weber at 757-870-1953.

Flash Drive Memory cost jumps 87% in the past 2 weeks

PRLogJan 19, 2009 – Flash drive memory chip suppliers are fighting back from their strategy of buying market share. The extreme price decline seen during the past 9 months that was the spearhead of the drive to corner market share has nearly broken the fiscal backs of the major flash drive chip suppliers.

The collusion between the major chip makers to increase their market share through price cuts failed to produce the results that the chip makers anticipated. This failure to deliver a knockout blow to the minor market chipmakers has prompted the flash drive chip manufacturers, Samsung, Hynix and Intel to reverse course and drive prices back up through the reduction of their manufacturing capacity.

John Graham of Blue Loyal flash drives declares “ For the past year we saw a reasonable and steady decline in the prices of flash drive memory from Samsung, Hynix and others. These savings allowed us to pass the new lower prices along to our customers. Now we have had to change prices on a daily basis by as much as 3-5%, in the past 2 weeks prices on some sizes of flash memory have risen by as much as 87%. We expect the price increases to come to a halt when Chinese New Year takes place next week but we have no idea as to what the price are expected to be after the Chinese national holiday”.

Flash drives are the #3 selling item in the U.S. and European promotional products market. Sales to the promotional products marketplace are expected to top 3 Billion USD in 2009. Combined retail and promotional logo flash drive sales are expected to reach 10 Billion USD in 2009. If the current price increase to flash drive chips stays steady it is expected that the overall market valuation could increase by 9% to the above stated figures.

Blue Loyal is a North American based company with flash drive manufacturing facilities in Shenzen China. Blue Loyal and its brand Flash Drive Direct are one of North America’s leading suppliers of flash drives to the promotional products industry.

John Graham
john@blueloyal.com
604-272-8809

#105-12500 Horseshoe Way
Vancouver BC Canada
John Graham
778-338-3908