{"product_id":"atlam-five-forces-analysis","title":"Atlantic American Porter's Five Forces Analysis","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDon't Miss the Bigger Picture\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eAtlantic American faces moderate buyer power and concentrated broker channels, while supplier influence and substitutes remain limited—intense regulatory oversight and niche market positioning shape its competitive landscape.\u003c\/p\u003e\n\u003cp\u003eThis brief snapshot only scratches the surface. Unlock the full Porter's Five Forces Analysis to explore Atlantic American’s competitive dynamics, market pressures, and strategic advantages in detail.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eS\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003euppliers Bargaining Power\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Box-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eReinsurance Market Hardening\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eReinsurers supply the capital backstop Atlantic American needs to cover large losses, and a continued hardening of the global reinsurance market through 2025 has pushed average treaty pricing up ~15–25% year-over-year and tightened capacity, per Aon 2025 market data.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Box-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSpecialized Human Capital\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe insurance sector depends on actuaries, underwriters, and legal experts to price risk; U.S. actuarial roles grew 7% 2024–2025 while pay median rose to $132,000 in 2025, boosting supplier bargaining power.\u003c\/p\u003e\n\u003cp\u003eCompetition from insurtechs and consultancies pushed specialist vacancy rates to 3.8% in 2025, raising retention costs for Atlantic American.\u003c\/p\u003e\n\u003cp\u003eAtlantic American must match market compensation—estimated additional 8–12% payroll spend—to retain talent and preserve underwriting accuracy and regulatory compliance.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Box-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eTechnological Infrastructure Providers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eThird-party cloud, analytics, and policy-management vendors wield strong supplier power for Atlantic American because high switching costs and data-migration risks raise dependence; Gartner reported in 2024 that 72% of insurers cite legacy integration as a top barrier, and average migration projects cost $1.2M and take 9–14 months. Vendors can raise subscription fees or tighten SLAs, directly increasing operating expenses and risking service disruptions.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Box-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRegulatory and Compliance Bodies\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eState insurance departments and federal regulators function as non-market suppliers, setting the legal framework—capital reserve rules, policy forms, and reporting—Atlantic American must follow with no bargaining room.\u003c\/p\u003e\n\u003cp\u003eRegulators set capital requirements (e.g., risk-based capital ratios) and mandate policy language, so compliance costs—estimated at millions annually for midsize carriers—are fixed burdens to retain licenses in ~40+ state jurisdictions.\u003c\/p\u003e\n\u003cp class=\"lst_crct\"\u003e\u003c\/p\u003e\n\u003cli\u003eRegulatory mandates non-negotiable\u003c\/li\u003e\n\u003cli\u003eCapital\/reserve rules constrain flexibility\u003c\/li\u003e\n\u003cli\u003eCompliance costs fixed, recurring (millions\/yr)\u003c\/li\u003e\n\u003cli\u003eMulti-state licensing (~40+ states) raises administrative cost\u003c\/li\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Box-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eData and Analytics Services\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eAccess to comprehensive demographic and historical loss data is vital for modern underwriting and is concentrated among a few large aggregators, giving suppliers high bargaining power over Atlantic American.\u003c\/p\u003e\n\u003cp\u003eTheir proprietary datasets drive pricing and risk-selection accuracy; without them Atlantic American would lag larger peers in predictive loss models and pricing sophistication.\u003c\/p\u003e\n\u003cp\u003eIn 2024 the top three data vendors served ~65% of US P\u0026amp;C insurers, raising subscription costs and switching friction for smaller carriers.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eFew suppliers: top 3 hold ~65% market share\u003c\/li\u003e\n\u003cli\u003eData = underwriting edge: improves loss prediction by ~10–15%\u003c\/li\u003e\n\u003cli\u003eHigh switching costs: proprietary formats, exclusive feeds\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Suppliers-Box-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSuppliers Squeeze Margins: Reinsurance +25%, Data Oligopoly, High Talent \u0026amp; Compliance Costs\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eSuppliers (reinsurers, talent, data vendors, cloud vendors, regulators) exert high bargaining power: reinsurance pricing up ~15–25% YoY through 2025 (Aon), top-3 data vendors serve ~65% of US P\u0026amp;C (2024), actuary pay median $132,000 (2025), migration projects ~$1.2M\/9–14 months (Gartner), multi-state regulation (~40+ states) creates fixed compliance costs (millions\/yr).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eSupplier\u003c\/th\u003e\n\u003cth\u003eKey metric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eReinsurers\u003c\/td\u003e\n\u003ctd\u003ePrice change\u003c\/td\u003e\n\u003ctd\u003e+15–25% YoY (through 2025)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eData vendors\u003c\/td\u003e\n\u003ctd\u003eMarket share (top 3)\u003c\/td\u003e\n\u003ctd\u003e~65% (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTalent\u003c\/td\u003e\n\u003ctd\u003eActuary median pay\u003c\/td\u003e\n\u003ctd\u003e$132,000 (2025)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCloud\/IT\u003c\/td\u003e\n\u003ctd\u003eMigration cost\/time\u003c\/td\u003e\n\u003ctd\u003e$1.2M; 9–14 months\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRegulators\u003c\/td\u003e\n\u003ctd\u003eLicensing scope\u003c\/td\u003e\n\u003ctd\u003e~40+ states; compliance = millions\/yr\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eUncovers key drivers of competition, buyer and supplier power, threat of entrants and substitutes, and industry rivalry—tailored to Atlantic American’s market position with strategic insights on vulnerabilities and defensive advantages.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eA concise Porter's Five Forces one-pager for Atlantic American—quickly highlights competitive pressures and strategic levers to guide investment and operational decisions.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eustomers Bargaining Power\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Cart-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePrice Sensitivity in Personal Lines\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eIndividual policyholders for Atlantic American (Atlantic American Corporation, AAME) show high price sensitivity: 2024 LIMRA data found 63% of life buyers cite price as primary decision factor, and HealthView's 2023 survey shows 58% for health plans.\u003c\/p\u003e\n\u003cp\u003eOnline comparison tools and aggregators cut switching friction; a 2024 McKinsey estimate says 45% of US consumers compare premiums online before purchase.\u003c\/p\u003e\n\u003cp\u003eThat transparency limits Atlantic American’s ability to raise premiums: a 1% price increase could cut retention by ~0.5–1.5 percentage points, risking noticeable market-share loss.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Cart-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLow Switching Costs for Policyholders\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cpmost insurance products at atlantic american especially property casualty lines that made up of premiums have low exit barriers letting policyholders switch term end with little cost.\u003e\n\u003cpthis churn risk is real: industry average retention for p individuals was in so aam must invest service and pricing to avoid margin loss.\u003e\n\u003c\/pthis\u003e\u003c\/pmost\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Cart-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInfluence of Independent Agents\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eA large portion of Atlantic American’s 2024 premium flow comes via independent agents who often represent 5–10 carriers each, giving them leverage to steer clients by commission spreads and platform convenience; industry data shows 60–70% of U.S. life and supplemental sales pass through independents, so losing agent favor could cut distribution significantly. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Cart-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCorporate Client Negotiation Leverage\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eCommercial clients buying workers compensation or auto cover deliver large premium volumes and therefore hold strong bargaining power versus Atlantic American; in 2024 top 10 commercial accounts represented roughly 18% of industry premium in similar regional carriers.\u003c\/p\u003e\n\u003cp\u003eThese businesses often staff risk managers who track market cycles and demand tailored limits, endorsements, or multiyear rate caps, pushing margins down by 50–150 basis points on negotiated deals.\u003c\/p\u003e\n\u003cp\u003eLarge accounts can threaten portfolio moves to national carriers; in 2023 roughly 22% of mid‑market accounts reported switching carriers for price or capacity, raising retention costs.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eHigh premium volume = leverage\u003c\/li\u003e\n\u003cli\u003eRisk managers secure bespoke terms\u003c\/li\u003e\n\u003cli\u003eSwitching to nationals is a credible threat\u003c\/li\u003e\n\u003cli\u003eNegotiations often cut margins 50–150 bps\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Cart-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDemand for Digital Integration\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eBy late 2025, 78% of US insurance customers expect seamless digital interactions—mobile claims, instant policy edits—so buyers now demand tech as standard, shifting power to them.\u003c\/p\u003e\n\u003cp\u003eInsurers lagging in digital experience see churn rise: digital-first rivals cut retention costs by up to 15% and grab market share; Atlantic American must invest or lose customers.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e78% expect seamless digital service (2025)\u003c\/li\u003e\n\u003cli\u003eDigital-first rivals reduce retention costs ~15%\u003c\/li\u003e\n\u003cli\u003eMobile claims and instant edits = customer baseline\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/5FORCES-Content-Customers-Cart-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAtlantic American faces price pressure: savvy shoppers, brokers, and digital churn risk\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eCustomers hold high bargaining power for Atlantic American: price-sensitive individuals (63% life, 58% health) and informed comparison shoppers limit rate hikes, while independents (60–70% distribution) and large commercial buyers (top accounts ≈18% premiums) negotiate cuts of 50–150 bps; digital expectations (78% in 2025) further raise churn risk.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003e2024–25 Value\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eLife buyers price-sensitive\u003c\/td\u003e\n\u003ctd\u003e63%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHealth buyers price-sensitive\u003c\/td\u003e\n\u003ctd\u003e58%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eConsumers compare premiums online\u003c\/td\u003e\n\u003ctd\u003e45%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eIndependents share\u003c\/td\u003e\n\u003ctd\u003e60–70%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTop commercial accounts share\u003c\/td\u003e\n\u003ctd\u003e≈18%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital expectation (2025)\u003c\/td\u003e\n\u003ctd\u003e78%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003ePreview the Actual Deliverable\u003c\/span\u003e\u003cbr\u003eAtlantic American Porter's Five Forces Analysis\u003c\/h2\u003e\n\u003cp\u003eThis preview shows the exact Atlantic American Porter’s Five Forces analysis you’ll receive immediately after purchase—fully formatted, professionally written, and ready to download with no placeholders or samples.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"MatrixBCG","offers":[{"title":"Default Title","offer_id":56747463672185,"sku":"atlam-five-forces-analysis","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0911\/3554\/1625\/files\/atlam-five-forces-analysis.png?v=1772198801","url":"https:\/\/matrixbcg.com\/products\/atlam-five-forces-analysis","provider":"MatrixBCG","version":"1.0","type":"link"}