In his notebook, the Scout must demonstrate an initial concept, multiple design iterations based on initial testing, and feedback from blind testing.

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This argues for the concept of a multiple-provider model, and children are the winners of that competition.

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Assuming the group loves the concept, a company will then have multiple meetings with scientists in that therapeutic area or technology.

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The Union of Concerned Scientists, an American ginger group critical of most real-world nuclear programmes (though not of the technology per se), prefers the safety concept of the EPR, with its multiple back-ups.

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For people who do know of the concept, you may be unaware there are multiple different models operating in the world's top leagues.

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But that's because the concept of specifically designing arenas to allow corporations multiple ways to show off their products and promote their brand names is new.

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The power of the concept is that they give the physician the opportunity to read multiple journals and news sources in one place, to customize the reading experience to suit themselves, e.g.

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"The concept of being able to access any kind of communication from multiple devices is something fundamental, but so far they've all been kind of clunky -- there hasn't been a carrier-grade solution based on the network itself, " says Charles Gerlach, a director at the consulting firm Mainspring.

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