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The BCG Maturity Matrix 2024: A New Model for Global AI Adoption

Ayesha Ahmed 

In classic style, Boston Consulting Group released a new matrix about the readiness levels of world economies towards artificial intelligence. The report was titled The AI Maturity Matrix, and it provides a comprehensive analysis of 73 global economies to evaluate their readiness and exposure to artificial intelligence (AI) disruption. The report outlines the economic advantages for pioneers, proposing that emerging and other lagging nations act swiftly to remain competitive. 

AI Archetypes

The findings divided the world economies into 3 broad categories: 

  1. AI Emergents: includes economies which are in the early stages of AI adoption and need strategy to build competitiveness. This includes countries from the Middle East and South America.
  2. AI Practitioners & Contenders: are split into gradual and exposed subgroups. Gradual practitioners include economies from East Asia, Eastern Europe, Central America, and parts of South America and the Middle East. Steady countries were mainly developed economies like Hong Kong, Switzerland, and Australia. Rising contenders include developing countries like India, Brazil, and Poland, these show promising growth in AI advancement.
  3. AI Pioneers: the top of the AI chain, only 5 countries (out of 73) achieved this ‘AI Pioneers’ status. These countries generally excel in the integration of AI, and leverage strong R&D ecosystems, advanced infrastructure and host skilled talent pools. Countries like the U.S positioned themselves to influence global AI standards and ethics. 

The report notes that over 70% of the assessed nations score below the halfway mark in areas such as skills, research and ecosystem development, pointing to a substantial gap in AI preparedness. Additionally, the global AI expenditure is expected to double, reaching $632 billion by 2028, and this reflects technology’s central role in future economic strategies. 

Nations like Luxembourg and Singapore lead due to their reliance on financial and business services, which are susceptible and adaptable to AI-driven transformations. Meanwhile, developing economies like India could potentially benefit from AI applications in ‘agritech’ and industrial optimisation. 

Determinants of Maturity

The AI Maturity index is measured by two indices. The AI exposure index which reflects how susceptible an economy’s sectors are to AI disruption – positive (efficiency gains), or negative (job displacement). It provides an aggregate of sector-level data based on GDP contribution and draws on sources from BCG Global Innovation Survey, Quid data analysis, Linkedin job postings, and generative AI insights. The scores were normalised on a 0-100 scale and weighted to provide a comprehensive snapshot of the sectoral exposure. 

The report also introduces the ASPIRE framework, a mnemonic that evaluates economies across six dimensions and encompasses 33 indicators. The calculation process of this was through normalisation (using a standardised scale of 1-100, and adjusting for skewed data) and the final readiness score was a weighted sum of all dimensions. While the US leads in investment, Mainland China excels in R&D, and Singapore sets benchmarks in policy and ethical governance. The contents of the framework are as follows:

A – Ambition: presence of national AI strategies and specialised agencies                                 

S – Skills: Availability and quality of AI talent 

P – Policy & Regulation: Governance effectiveness and data management

I – Investment: Funding in AI-focused startups and infrastructure 

R – Research & Innovation: Patents, academic output, and startup ecosystems

E – Ecosystem: Technological infrastructure and digital accessibility. 

Global Implications 

The AI Maturity Index concludes with recommendations for each archetype:

  1. Pioneers are urged to drive global standards and invest heavily in R&D to continue to scale AI.
  2. Contenders are advised to expand AI applications to achieve parity with pioneers. 
  3. Practitioners should strive to balance exposure and readiness, focusing on niche applications.
  4. Emergents must concentrate to build foundational infrastructure and strategies to enter the global AI race. 

The BCG AI Maturity Matrix 2024 is useful for its strategic guidance and as a diagnostic tool for national leaders in the Artificial Intelligence sphere. Global AI spending is expected to soar, adoption is accelerating across sectors and economies that invest in readiness and innovation are likely to dominate the world of AI tomorrow. With this typology for economies, emphasis on particular areas or niches to invest in can help to grow AI as a powerful yet responsible tool for the future business world. 

The Leaders of Companies Listed on the Irish Stock Exchange: How they Made it to the Top. 

Jessica Weld

The Irish Stock Exchange (ISE) has a deeply enriched history dating back to the late 1700s. City Hall on Dame Street used to be known as the Royal Exchange, a place where local merchants traded their goods. The ISE was acquired by the European stock exchange consortium Euronext in 2018, earning the formal name of Euronext Dublin. Nowadays, Euronext Dublin is the competent authority for all thirty public company listings in Ireland. This includes some of the largest companies in the country, such as Kerry Group, Kingspan, Ryanair, AIB, Bank of Ireland and PTSB .  

Becoming the Chief Executive of a company listed on the Euronext is a momentous achievement, but how does one achieve such a feat? I’ve analysed the educational achievements and career progression via self-published data of the CEOs of all 30 companies listed on Euronext Dublin to see what paths got them to where they are now.

Level of Education

When conducting this research, I aimed to examine the proportion of top executives holding master’s degrees and how this may change over time. As educational standards increase for business-related jobs, will master’s degrees become the new bachelor’s degrees? The divide between bachelor’s and master’s degrees is a near-even split: 46.66% of CEOs of Euronext listed companies hold a National Framework of Qualifications (NFQ) Level 9 (or equivalent) Postgraduate Degree or above.

Stephen Garvey, CEO of Glenveagh Properties, boasts a real ‘started from the bottom’ story. With no formal education, and beginning his career as an apprentice plasterer on construction sites, he climbed the ladder to one of Ireland’s largest property development companies. My father who worked as a carpenter at the same time fondly recalls roofing houses while Garvey would be plastering them. Garvey then reached the top position at one of Ireland’s largest property development companies without taking the traditional college route.

Dr Colin Hunt, CEO of Allied Irish Banks (AIB), has attained the highest level of education of Chief Executives on the ISE, receiving a PhD in Economics from Trinity College Dublin in 2007, making him the only CEO on the ISE to hold a doctoral degree. In addition, he holds a Bachelor of Commerce and a Master of Economics from University College Cork. 

While the divide between bachelor’s and master’s degrees is minimal, professional qualifications often bridge the gap. For example, 53.33% of ISE-listed-CEOs hold one or more professional designations, all of which are accountants. For instance, Sean Coyle of Origin Enterprises is a Qualified Financial Advisor, and Fiona Dunlevy of Malin Corporation and Jonathan Rockett of Datalex are Chartered Tax Advisors, highlighting backgrounds in finance and accounting. 

Blessed Amongst Accountants

In simpler times when I was studying for my Leaving Certificate exams, I remember my business teacher saying that many of the top decision makers in companies of all industries across the world have one thing in common – they are accountants. Their financial understanding and expertise can prove advantageous in climbing the management ladder and taking the reins of some of the world’s largest companies.

With over half of company CEOs listed on Euronext Dublin coming from an accounting background, many started their careers in Big 4 accounting firms: Deloitte, EY, PwC and KPMG. For example, Dermot Crowley, CEO of Dalata Hotel Group, started his career as a Trainee Accountant in PwC in 1989, and Trinity Alumnus and Ryanair CEO Michael O’Leary began his career at KPMG in 1982. 

It’s in the Family

Gene M. Murtagh was the youngest CEO of a company listed on the ISE at age 34 when he took over his family business, Kingspan, in 2005. He has held this post ever since, seeing the company grow to become one of Ireland’s most valuable companies listed on the ISE.

Female Representation 

While women continue to make ground in representation across all sectors in business, they are still underrepresented as Chief Executives. For example, out of the 30 companies listed on the ISE, only two CEOs are women – Fiona Dunlevy of Malin Corporation Plc. and Rita-Rose Gagné of Hammerson Plc. 

However, Ireland has led the way in increasing representation of women in executive roles. Balance for Better Business, Ireland’s independent gender balance review group, notes progress for female representation in their 2023 report. Ireland has flown from ranking 15th in the EU for female executives in 2019, to 6th in 2023, exceeding the EU average by 22.1%. 

Being a CEO of an ISE listed company has rocket launched the careers of women in the past. Beginning as Bank of Ireland’s CEO, Francesca McDonagh became Group COO of both Credit Suisse in 2022 and Universal Investment in early 2024. 

While being publicly listed is by no means the only benchmark of success, it is a good indicator to use to deep dive into the path that each CEO took to get to where they are today. With increasing representation of women in executive roles and a changing landscape for educational standards, it will be interesting to see what changes will happen in the C-Suites of Ireland’s largest companies. 

The Irish Offer: The Current State and Future of Corporation Tax in Ireland

Michael Mooney

In 1999, when former Irish Finance Minister Charlie McCreevy lowered the Irish corporate tax rate from 32% to 12.5%, his aim was clear: reward effort and enterprise in Ireland.  At the time his move coincided with the famed ‘Celtic Tiger’, Ireland’s turn of the century economic boom that came after its entry to the EU. As such, despite the minimised tax rate, Ireland experienced years of increasing tax returns, rising €4.8 billion from 1990 to 2004. However, with a shifting financial and political landscape at the global scale, where does Ireland’s status as a hearth for foreign investment stand?

Background

Ireland has thrived on foreign investment, experiencing continuous growth stemming from American multinational enterprises (MNEs) looking to expand to European markets. The economic incentive of Ireland’s reputed 12.5% tax rate made it more than competitive. However, the new Global Minimum Tax (GMT) rate may change that. The GMT was set at 15% by the Organisation for Economic Co-operation and Development (OECD) to ‘reduce the incentive for businesses to shift profits to countries with lower tax rates’.

Robert Willens, a taxation expert, believes there will be an impact. ‘Since Ireland’s well deserved reputation as a tax haven was, arguably, its best calling card, one can’t help but wonder whether the loss of its unique tax status will have an adverse impact on its economy.’ He says, ‘A higher tax rate will threaten Ireland’s economy.’ 

External Influence

Moreover, in 2017, the US implemented the Tax Cuts and Jobs Act (TCJA), lowering rates for companies from 31% to 21%. This incentivised US-based corporations to hold Intellectual Property (IP) locally instead of internationally. The theory behind this move highlights a primary benefit of low corporate tax rates: the presence of MNE’s and their corresponding taxes. The US’s bid to ‘house’ the IP of companies with headquarters in Ireland had the potential to bring in hundreds of billions of dollars of additional tax income – and for many years, it did so. The result of the TCJA did shake up the current corporate tax scheme a bit. ‘In 2018, US corporations as a whole brought back $665 billion.’ Microsoft alone transferred large sums – $77 billion in 2019 – back to America from Ireland. 

Additionally, Ireland’s loopholes that allowed Intellectual Property (IP) to be taxed at a rate below the 12.5% statutory corporate rate have been made far more difficult to exploit. Specifically, profit-shifting strategies such as the Single Malt, Double Irish, and Double Dutch – which allowed companies’ Intellectual Property to be taxed in Ireland, Malta, or other tax havens – have been phased out since 2014 through EU-induced legislation. 

On September 10th, Apple Inc. was ordered by the European Court of Justice to pay €14.1 Billion in unpaid taxes to the Irish government. Although this produces additional revenue for Ireland in the short term, it may also disincentivise corporations from holding money in the country. Previously, profit-shifting and tax credits enabled multinational companies to experience effective taxation rates at close to 2.5%. These operations’ closure combined with the US’s newly competitive corporate tax rate, and punishments for corporations that utilised taxation loopholes may have implications for Ireland’s economy. 

The Irish Offer 

Despite this, Ciarán Conroy, an expert in business tax policy, believes that ‘the most important thing Ireland has is not tax rate’. In fact, one of Ireland’s largest draws for MNEs and stakeholders is the tax certainty associated with investments in the country. Stakeholders in Ireland have a precedent of not experiencing unintended consequences or broken commitments, but instead benefit from accessibility of the system and government alike. 

While the US’s 21% corporate tax rate may be comparatively low enough to rival Ireland’s 15% rate. The upcoming US Presidential election adds a degree of uncertainty to the stability of the tax rate, following Harris’ proposal to raise the corporate tax rate to 28%, and Trump’s inclination to lower the rate to the Global Minimum Level (15%). In recent years, continuous growth in the American tech sector spurred by Artificial Intelligence companies, has produced more business-side demand for access to international markets and consumers. Already, Open AI, a leading Artificial Intelligence non-profit has opened branches in Dublin, London and Tokyo. Ireland’s EU status, proximity to both the US and EU markets, and highly educated, English-speaking workforce still produce a competitive offer to alternative European options.

Mr. Conroy says this competitiveness is demonstrated in the hiring trends of MNEs in Ireland workforce, that ‘the multinationals are hiring more and more.’  According to the Industrial Development Authority (IDA), the Irish body that oversees foreign direct investment, ‘16,843 new jobs were created in IDA client companies in 2023’, with the workforce ‘accounting for 11.3% of national employment’. Despite this, the IDA reported a 0.3% decrease in overall employment within their client companies. This minor drop follows years of continuous growth in terms of total employed and jobs added. 

Looking Forward

In 2021, when Ireland agreed to the Global Minimum tax rate, the IDA still saw a 6.4% increase in total IDA employment. However, in 2023, the rate has fallen 1 year off from the implementation of the Global Minimum tax rate. Additionally, “the decrease was driven by a slowdown in the information and communication technology (ICT)”, which comprises US MNEs such as Google, Microsoft, and IBM, to name a few.

Ireland’s less attractive tax rate necessitates excellence in other aspects, such as their tax certainty offer, and accessibility to MNEs looking to invest. Another aspect in which Ireland could improve their competitiveness are the conditions offered to workers. The ongoing housing crisis, high energy costs, and insufficient public transportation, may contribute to hiring hesitancy from MNEs. Regardless, 0.3% is not a significant reduction in hiring, compared to the IDA workforce of over 300,000. There is evidence to suggest that Ireland will continue to have success with regards to foreign investment going forward. 

Investors, workers, and students alike should consider the future of MNEs in Ireland with a critical view. Although confidence is understandable with consideration in the continued investment in the country, Ireland is no longer a certain destination for MNEs, particularly in ICT.

The Sales Circle: Transforming Training and Recruitment in Tech Sales

Above: Tommy French (left) and Eoin Murphy’ (right),  founders of The Sales Circle

Anna Lelashvili

While business students often hear all about the glories of working in finance, consulting or accounting, most of us have probably never considered a career in tech sales. Tech sales is becoming increasingly popular in Ireland, with the rise of multinational technology companies establishing offices in Dublin. Tech sales offers great career progression and earning opportunities with graduates earning an average salary of €60,000. 

TBR’s Chief Finance Officer Anna Lelashvili spoke with Eoin Murphy, co-founder of The Sales Circle, to learn more about a career in tech sales and how The Sales Circle can help people looking to break into the field. 

The Founders

Co-founders Eoin Murphy and Tommy French met as business development associates at Salesforce, a cloud-based CRM company. According to Eoin, the two clicked instantly due to their aligned vision and aspirations of being successful. Both Eoin, who studied Business at DCU, and Tommy, who completed a Masters in Finance at Trinity, planned to work in Finance. They both gained experience in the finance field with Eoin completing a 9 month placement in banking and Tommy working as a financial consultant.  

After a quick Indeed search for summer internships, Eoin came across the Salesforce sales development internship and applied to it, not knowing what either Salesforce or sales development was. Although Eoin started working in sales at just 15 years old, helping his father at trade shows, he didn’t know it was a career you could pursue post-graduation until he started the Salesforce internship; a great example of what is meant for you, will not pass you. 

‘When I went into college it was never even a consideration of going into sales. I had never heard of tech sales. I was always going the finance route, same with Tommy. We never envisioned going down this route but I stepped in on the first day (at Salesforce) and said ‘this is what I am doing after college’. It was a hidden gem’.

The Sales Circle Origin

It all began when Eoin started posting content on TikTok, showing viewers the behind the scenes of cold-call filled ‘Day in The Life’ videos and being transparent about the salary in tech sales. In only 9 months he has amassed over 7,000 followers on TikTok and 4,000 followers on Linkedin due to his transparency and love for tech sales.

‘I always had the itch to start posting content. Being in Ireland I always had the fear of judgement, but when I moved to Australia I said ‘look I’m away from everyone, I’m gonna go for it’.

Following Eoin’s success on TikTok, an overwhelming number of people started reaching out to him wondering how they could get into tech sales and find success. While Eoin tried to juggle content creation with working and advising others, he realised that there was an opportunity to create something. He turned to Tommy, and the two started The Sales Circle, offering two-day intensive boot camps once a month. Each bootcamp sees 10 people receiving training and one-to-one support in their journey in breaking into tech sales.

The Sales Circle is unique as it not only helps participants get a job in the industry but also provides them with the resources to excel in their new role. Tommy and Eoin were both very high performers, citing ‘what we teach, we know works’. The Sales Circle is ‘hoping to change the recruitment space, creating a model of recruitment where people are trained by high performers in the industry’. As a result, participants are not only landing jobs quickly, with an average of only 30 days, but are also excelling in hitting their sales targets.

Eoin emphasised the importance of standing out and making yourself ‘the most obvious choice for the role’. At The Sales Circle, they ensure that participants do one thing to set themselves apart at every stage of the recruitment process. As well, they have created a partner network of companies who are interested in hiring high quality talent and hopefully secure your spot at a partner company. 

The Sales Talent of Tomorrow Programme for College Students

After seeing the huge demand from college students looking to get into tech sales, The Sales Circle is launching a new programme called the Sales Talent of Tomorrow Programme, which will see small, monthly cohorts of students receiving two weeks of intensive upskilling sessions on the fundamentals of being a high performing sales and business development representatives. They will also learn how to outshine the 200+ applicants they will find themselves competing against. 

Unlike most careers that students pursue post-graduation, there aren’t many graduate programmes in the tech sales sphere. Instead, there are entry level positions that graduates can apply for. This role is typically the Sales Development Representative role but the name varies across companies. As a result, most final year students begin applying to jobs towards the end of their degree in April. But not to worry, The Sales Circle ensures that “when you get to the end of your college year and you’re looking to apply to jobs, you are so far ahead of others,” according to Eoin.

A Career in Tech Sales

For those of you who have never considered a career in tech sales before, here are some benefits of working in the sphere:

  1. Earning potential and career progression: On average, graduates can expect to earn about €60,000 in their first year as an SDR and can progress to an account executive role earning €100,000+ in 2 years. In contrast, the average graduate salary in Ireland is around €35,000. 
  2. Soft Skills: Sales helps you develop resilience, confidence and communication skills, with Eoin describing it as “the single greatest job for building resilience”. As an SDR, you speak a lot to business owners, learning about their business models and pain points, which could be very beneficial to those considering starting a business themselves. You also face a lot of rejection from prospects and learn how to handle rejection. 
  3. It’s fun!: Speaking to Eoin, you can see how much he really loves his job.

 ‘I was so worried coming out of college, especially when I was in my finance role, that I would hate life working and I could say with complete confidence that every single day, even if it was a tough day, I absolutely loved doing what I was doing in Salesforce, and tech sales in general. I loved the people, the job and everything that came with it. There wasn’t a day I wasn’t grateful that I went down that route.’

Tips to Break into Tech Sales

If you’ve been convinced to break into tech sales, here are some tips from Eoin to help you (as well as joining the Sales Talent of Tomorrow Programme, of course):

  1. Reaching out to people: Reach out to people on LinkedIn who are in tech sales and have conversations with them! You learn so much and also make amazing connections in the process. Eoin suggests having a conversation a week with an SDR/BDR/Account Executive. By the end of the year, that’s around 40 connections! When it comes to applying to jobs, you have a network of people who can help you whether that’s through a referral or some tips and tricks for the interview.
  2. Listen to podcasts: Recommendations from Eoin include 30 Minutes to President’s Club, Outbound Squad and Outbound Kitchen (formerly SDR Game). 
  3. Read books: Recommendations from Eoin include Gap Selling, Never Split the Difference and Problem Prospecting.

Follow Eoin, Tommy and The Sales Circle!

TikTok: @eoinmurphyyy, Linkedin: Eoin Murphy & Tommy French, Website: The Sales Circle 

Leading AI: What’s Next for Nvidia? 

Sean Gleeson 

In recent years, artificial intelligence (AI) has completely transformed our way of living, from how we learn to how we work. AI has been especially attractive to students; stressing over a convincing email for an assignment extension or thinking of a new business idea for a social innovation class has now become automated. But how did this all come about?

Background

Nvidia, a company dominating the AI world, is largely responsible for the rapid rise and recognition of AI. Founded in 1993 by current CEO Jensen Huang, Nvidia has been described as the ‘world leader in chipmaking’, explaining their control of just under 90% of the AI market. 

Nvidia manufactures graphics processing units (GPUs), which today are in soaring demand as they are the key feature of countless generative AI applications and models. These GPUs are more energy efficient and better able to handle sophisticated computing demands than CPUs (the traditional form of computing), making them suitable for AI applications like ChatGPT. At the heart of this chip manufacturing are enormous factories in Taiwan, the size of several football pitches that alone produce almost 90% of the world’s chips. TSMC (Taiwan Semiconductor Manufacturing Company), currently the world’s 9th largest company,  has a very close relationship with Nvidia as the manufacturer of its microchips. 

With these data centres and such an extensive roster of chips, Nvidia has gained more than just an edge over its competition through its pricing power. This has allowed its domination in the chip market as a B2B company, climbing to become the one of the most valuable corporations globally. Despite their massive growth and success, many consumers still have not heard of Nvidia, even when the company’s value matches other tech giants that have been dominating markets for decades. 

Scaling & Growth

Nvidia’s rapid rise in recent years makes it difficult to predict its next steps – most experts predict that a smaller level of growth will be maintained and that Nvidia will establish itself as one of the long-term stalwarts of the tech world and stock market alike. In the last 5 years, the company’s market value has shot up by 700% since the uptake of generative AI in early 2021. 

This type of rapid growth is extremely rare and should be handled with caution; such intense growth behaviour is unsustainable and could end in millions of lost investor equity. Indeed, in 2024 it has been easily the most volatile stock of the large companies on the market, with some citing the stock as more volatile than Bitcoin. Share price plunged by 23% during the last 3 weeks of July amid regulation breach allegations, and on the 5th of September Nvidia’s stock value declined by 9.5%, described as one of the worst days in the history of the stock market. 

Competition, or Lack Thereof?

As in any market, the company’s future success also depends on the actions of its competitors. With Nvidia’s positioning, the market is rather monopolistic. However, with companies like AMD recently forming an alliance with Intel and Cisco to develop an open standard for high-speed communications between AI chips, the competitive landscape is growing. The fact that three companies of such scale are coordinating to try to catch up is telling of how far ahead Nvidia lies in the AI world. 

Companies like Amazon and Meta are now looking at developing their own chips, putting massive capital expenditures into AI research and development. Nvidia will most likely benefit from some collaboration here; Microsoft, Meta, Amazon and Alphabet (owner of Google) make up 40% of Nvidia’s total revenue. With industry reliance comes a great deal of power, which can become excessive in the wrong hands. It may not necessarily be a good thing for AI development if Nvidia continues to be the dominant, monopolistic leader. With an investigation from the US Department of Justice for acquiring startup run.ai, Nvidia’s subtle yet aggressive business model could inhibit R&D efforts and healthy competition in the AI sphere.

The greatest issue facing Nvidia’s momentum now does not necessarily lie in its competition, but rather its supply and demand. Demand for chips is sky-high; companies that Nvidia sell to at mass scale, including Amazon and Meta, require hundreds of thousands of chips for their operations. Despite the size of the Taiwanese data centres and factories, and the efficiency of them, it is naturally difficult to meet such demands in a timely fashion. The capabilities of the suppliers must keep up with demand trends, a difficult task considering increased consumer expectations.

Where Next?

A potential influence on future performance for Nvidia lies in the political landscape. From a demand side, there may be further US barriers to Taiwan-imported chips to promote the use of domestic production, something former-president Trump has alluded to implementing if he wins the upcoming election. European countries are also looking at implementing such trade barriers. Additionally, from Taiwan’s side, their proximity to China could be a threat in the future, as China too is looking to mass-produce chips in the future.

At the moment, Nvidia certainly has the right blend of operations and strategy to thrive as the AI market leader. Its relationship with TSMC provides remarkable efficiency in the supply of products, and despite difficulty to meet the demands of tech companies, few other providers have the propensity to come close to supplying what is needed. With 88% of the world’s GPUs and a dominant strategy, change is unlikely unless regulators intervene heavily. From an AI development perspective, broader choice and lower costs would be desirable, however Nvidia investors will be happy to stake their claim if no serious competition surfaces. It seems fair to say that, despite the turbulence and volatility, the stock is a favourable choice for returns; strong revenues look set to continue, and even if growth declines, a small level of sustainable growth appears to be easily attainable. So, it seems that what Goldman Sachs strategists have called the most important stock of the year will continue to thrive in the future despite its challenges.

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