For the first time in its 21 years, the festival is focusing on a specific theme: the 1920s.

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Focusing on consumers in the future was the main theme of Da Silva's keynote speech to the 200-strong audience of academics, industry experts and commission officials.

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An oft-repeated theme at the event was that Amazon is focusing on the service, not the gadgets.

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Instead of focusing exclusively on the main character, Jung assumed that each and every character, obstacle, and theme represents an aspect of our inner lives.

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