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Until relatively recently very few people would have heard of Rare Earth Elements, also known as Rare Earth Metals, but would unknowingly have depended on them in using many everyday products of modern life.


However, in March 2012 these elements hit the headlines after China announced its intention to limit exports and was then reported to the World Trade Organisation by the USA, Europe and Japan.

While these elements are not rare in themselves, they all have to be extracted from other minerals, usually in fairly small quantities, and China's ability to control supplies comes from its advanced ability to produce them.

This has focused global attention on REMs both in terms of their value as an investment and in finding alternative sources as well as on recycling them from already manufactured products.

REMs are essential to the production of clean energy technologies such as solar panels, wind turbines and the batteries in the hybrid cars, leading Japan to announce a new enterprise in extracting and recycling the essential element, lanthanum, from these batteries for re-use.

Equally they are essential ingredients in many consumer products such as LED televisions and mobile phones and for a variety of medical uses.

Lanthanum, Europium, Erbium and Neodymium are among the four most widely used REMs.


Lanthanum, as already mentioned is a constituent in the batteries used in hybrid vehicles.

Originally used in colour televisions in the 1970s europium is now more widely used in white LED-based lights, where white light is produced by mixing various coloured LEDs. Europium red is a key ingredient in a high-quality, attractive shade of white.

Erbium oxide when added to glass produces a stable pink colour and is therefore used in producing sunglasses, cubic zirconium jewellery and vases. More importantly when added to optical fibres erbium helps to amplify the light pulses that call of duty mobile release date 2019 the fibres carry and therefore help to improve communication and data flow.


This REM also amplifies light in lasers that are then used in dental surgery and dermatology because erbium amplified lasers build up less heat.

The final element in the quartet of widely used REMs is Neodymium, which first made its appearance in the manufacture of portable music players using cassette tapes. Nowo it is an ingredient in all kinds of magnets, enabling the miniaturisation of all types of gadgets from hard drives to headphones to anything that incorporates a small electric motor that needs to spin and therefore contains a magnet.

Clearly whether we are aware of them or not REMs play a part in many of the aspects of 21st century life that we take for granted, but their fame is about to get a boost.

It has been reported that the storyline of video game maker Activision's newest version of "Call of Duty," due for release in Autumn 2012, will feature a fictional future in which China's control over rare earth metals sparks a war in Africa

Copyright © 2012 Alison Withers

The main work begins from researching about your potential target group who will download and engage with your app. At present, there are approx 3 million apps in Google Play and Apple's App Store. So the question is how to stand out in this cut-throat competition?


Here are some tried and tested hacks that will help you increase your app downloads:

Don't just build. Listen.

Don't sit and wait until the app is ready to generate the buzz. When you are in beta, reach out to your potential users and ask them for feedback. As a Mobile apps developer, it's your duty to analyse the user reviews and make the required changes. Also, it will help you create a loyal community for your app which will surely help you in future app testing process. If you stand out as one of the apps which listen to their users, that's another 20% job done.

It's mobile, but The Web is important too

It's sometimes necessary to first develop a website to drive-in users towards your app. Having a good web presence checks a lot of boxes; the most important discoverability. Inserting right keywords will help more people to reach out to your app. Moreover, you can also collect ample amount of feedback, survey responses, email subscribers etc. Deploying an efficient SEO strategy is crucial to both your mobile app and the website. Don't forget to optimise your content with the keywords that you want to be found for.

Organic traffic will only take you this far

When it comes to gaining visibility, online advertising is the best way to do it. If you are planning to run ads on Google Display Network, Facebook or any other social media channel, you will be able to reach out to a wide set of audience. If your app is meant for a highly competitive market then these online ads will surely set you apart from the big players. But what's important is where you place your ad. It will be good if you do a bit of market research and if you don't have such skills then hire Mobile app development company which will help you locate the potential customers. Make sure you have a relevant call-to-action and give users a strong reason to download your app. Don't just spray and pray. It's a waste.

Videofy your way to the top

Videos are a great way of giving an introduction of your app. Having explainer videos for your app are not only a handy idea but a fundamental need. You can have videos explaining specific features of you app, case studies, market research and what not. The potential is limitless. These videos help in keeping the users engaged. If you already have a successful app then you can use these videos as ads to lure more customers. Moreover, you can create these without burning a hole in your pocket. Take help of easy-to-use resources like Explainify, Powtoon or Animoto and make your videos in minutes.