Understanding How Discover Operates in Finance


Intro
In the complex tapestry of the financial world, the mechanisms that underpin services like Discover are both intricate and essential. With an approach that combines innovative technology and practical consumer solutions, Discover has carved out a unique niche in the credit card and financial services industry. In this article, we will weave together various threads of Discover's operations, illuminating how it operates, the features it offers, and the implications for users navigating the often choppy waters of personal finance.
Investment Understanding
To grasp the operational dynamics of Discover, it helps to begin by understanding some foundational concepts related to consumer finance. Aspects of investment can often parallel the mechanisms used in financial services. Whether itās evaluating options for personal growth or making informed financial decisions, knowledge is power.
Key Terms Explained
Before delving into the specifics, itās crucial to get familiar with a few key terms:
- Credit Utilization: This refers to how much of your available credit you are using. A lower percentage is favorable and can boost your credit score.
- APR (Annual Percentage Rate): The cost of borrowing, expressed as a yearly interest rate. Understanding this figure can influence decisions on balance management.
- Reward Programs: These are incentive structures Discover uses to encourage spending; users earn points or cash back on purchases.
By grasping these terms, users can start to comprehend how Discover operates and impacts their overall financial health.
Types of Investments
While Discover focuses on financial products and services rather than traditional investments, its offerings can be equated to various investment types because they serve strategic purposes for users. For example:
- Rewards Credit Cards: Similar to high-yield savings accounts, they provide tangible returns on spending.
- Cash-Back Offers: Act like dividends; users receive a portion of their spending back, which serves to incentivize responsible spending habits.
Financial Product Insights
Next, we delve into the various products offered by Discover and how they stand out in the saturated market of financial services.
Comprehensive Reviews
Discover offers a spectrum of financial products including cash back credit cards, student loans, and personal loans.
- Discover itĀ® Cash Back: This card is popular for its rotating category rewards. It offers users 5% cash back on specific spending tiers quarterly, making it a savvy choice for those who can strategically align their purchases with these categories.
- Discover itĀ® Student Cash Back: Aimed at younger users, it features similar benefits as its counterpart but focuses on easing the transition for students into credit use.
With these cards, users not only gain access to funds but also an avenue for improving their credit scores and managing financial behavior.
Comparison of Investment Tools
When differentiating between credit offerings, consider how Discover aligns against competitors in terms of features. For instance:
- Chase Freedom Flex: This card is another competitor in the rewards space. Comparing cash back percentages and annual fees can help determine the best fit for individual needs.
- Capital One Quicksilver: It appeals to those who prefer simplicity with a flat cash back rate on all purchases.
These comparisons reveal not only the benefits but also the financial discipline required when choosing the right product.
"Knowledge fuels good financial decisions. Each product is a tool that can be used wisely or squandered if not understood."
By keeping these factors in mind, users can better appreciate how Discover operates and leverage its offerings for personal financial success.
Prelude to Discover
Understanding the intricate nature of financial instruments is crucial for anyone looking to navigate todayās economic waters. Discover, as one of the key players in the credit and payment processing market, offers unique insights into such operations.
At its core, Discover stands out because it not only provides credit card services, but also a wide array of banking solutions tailored for the modern consumer. The emphasis on both user-friendly features and security measures caters to a diverse clientele, from everyday consumers to finance professionals.
Moreover, with the recent disruptions in the financial ecosystem, Discoverās adaptability is noteworthy. This exploration aims to shed light on the mechanisms behind Discover, starting with its approach to credit cards and services and extending into its broader financial implications.
Benefits of Understanding Discover
- Comprehensive Insight: Grasping how Discover operates offers a rich perspective on consumer finance, encouraging individuals to make informed choices.
- Security: With the rise in digital transactions, understanding Discover's security measures can protect users from potential fraud, increasing trust in the platform.
- Market Position: Insight into Discover's offerings enhances understanding of its competitive stance within the financial marketplace, critical for investors and analysts alike.
This section lays the groundwork for understanding Discover by highlighting these important elements. In turn, it prepares the reader to delve deeper into Discoverās features and innovations in the subsequent sections. As we move forward, weāll explore its historical context, core features, and the intricate ways in which Discover enhances user experience while ensuring financial security.
"In a world where credit is paramount, understanding the mechanisms that drive financial institutions like Discover can be the difference between success and failure in managing personal and business finances."
To grasp the essence of Discover, it is imperative to peek behind the curtains as we transition into the next sections, allowing for a comprehensive understanding of its functionality and relevance in todayās financial landscape.


Historical Context of Discover
The historical context of Discover is critical for understanding its evolution and current standing in the financial sector. This aspect provides a glimpse into the foundation upon which Discover was built, illustrating how its foundational philosophies and operational strategies have adapted over time to meet shifting market demands.
Founding and Origins
Discover Financial Services originated in the 1980s, during a time of intense competition in the credit card industry. Founded in 1985 as a division of the Dean Witter financial services company, Discover carved out a niche by introducing innovations that challenged existing banking paradigms.
From the start, the company sought to differentiate itself through customer-centric offerings. The Discover Card introduced a novel feature at its inception: cashback rewards. This transformed the way consumers interacted with credit, a stark departure from traditional card offerings that merely existed for convenience and transaction facilitation. This foundational decision resonated well with a financially conscious public, setting off a wave of competition as others scrambled to emulate this appeal.
The launch of the Discover Card also coincided with a rapidly changing economic landscape where credit accessibility became a pivotal factor in consumer finance. Amid increasing consumer debt levels, Discover positioned itself as a partner in consumer financial journeys, not just a provider of credit. This foundation laid the groundwork for the mutual relationship between Discover and its customers, which remains a hallmark of the brand today.
Evolution Over Time
As the years rolled on, Discover faced and responded to numerous challenges and opportunities that shaped its trajectory. The late 1990s and early 2000s saw significant technological advancements, including the rise of the internet and online banking. Recognizing this shift, Discover began to invest heavily in digital infrastructure to enhance customer experience. Their online platform not only facilitated easier account management but also set a standard for digital engagement in the finance industry.
In the wake of the 2008 financial crisis, Discover further evolved by emphasizing financial literacy and responsible credit use. Initiatives aimed at educating users on navigating credit responsibly became increasingly pivotal. By focusing on these principles, it built a reputation as a trustworthy institution. This agility in adapting to the era's challenges was crucial for maintaining relevance and customer loyalty.
Notably, Discover has consistently expanded its offerings with products such as personal loans and various financing options. This expansion illustrates the organizationās understanding of customer needs beyond typical credit card offerings, making it a well-rounded financial partner.
The company's growth trajectory also reveals its commitment to enhancing security measures. Discover has invested substantially in tech to protect user data and prevent fraud, reflecting the evolving landscape of financial security while keeping user trust paramount.
"The history of Discover is not just about the establishment of a card; itās a relationship that has grown through innovation and responsiveness to customer needs."
In summary, the historical context of Discover highlights the significant milestones that have shaped the company. The focus on customer-centric design and adaptation to technological innovations has not only ensured its survival but has allowed it to thrive in a competitive marketplace.
Core Features of Discover
Discoverās core features are pivotal in framing its identity within the crowded financial services space. They serve as the foundation for customer engagement and loyalty, setting Discover apart from its competitors. Knowing these aspects equips users with the information needed to make informed financial decisions.
Credit Card Offerings
Discoverās credit card offerings are a cornerstone of its business strategy. They not only attract new customers but also foster ongoing relationships by addressing specific consumer needs. With various options, these credit cards are tailored for different spending habits.
Cashback Programs
The cashback programs offered by Discover provide a tangible benefit that resonates well with consumers seeking rewards from everyday spending. Essentially, they allow users to earn a percentage of their purchases back in cash. This feature holds considerable weight because it transforms mundane transactions into an opportunity for financial return.
One key characteristic of these cashback programs is the tiered structure. Depending on the type of spendingāwhether it's groceries or gasāusers can earn differing percentages on their purchases. This flexibility makes cashback a compelling option for users who want to maximize their rewards based on their spending patterns.
However, while attractive, cashback programs can have limitations. Some cards impose caps on how much cashback can be earned or may have rotating categories that can confuse users. Noticing these nuances is essential for anyone interested in leveraging this offering effectively.
Rewards Schemes
Similarly, Discoverās rewards schemes offer another engaging way for users to benefit from their financial choices. Unlike cashback, which directly returns cash to customers, rewards schemes typically provide points that can be redeemed for travel, merchandise, or other perks. The allure of rewards is that they can lead to exciting experiences not typically accessible through regular spending.
One primary characteristic of Discover's rewards schemes is their ease of redemption; users can make choices about how they want to use their points. This feature adds to the popularity of rewards programs. However, it's important to consider that some redemptions may not offer the best value when compared to cashback. Users might find themselves navigating a trade-off between instant benefits and potential broader advantages.
Personal Loans and Financing Options
Beyond credit cards, Discover also extends into personal loans, allowing consumers access to much-needed funds with relatively straightforward applications. These loans offer fixed rates and terms, providing a sense of stability for borrowers. Particularly, the benefit of having no origination fees can make these loans appealing. It invites more individuals to consider borrowing, whether it's for debt consolidation, home improvements, or larger purchases. The clarity in their structure might help demystify the borrowing process for many.
Online Banking Services
Discover shines in the online banking space with services that emphasize convenience and user-friendliness. Their platform offers easy navigation, straightforward account management, and competitive interest rates on savings accountsāfeatures increasingly valued by a tech-savvy audience.
On the technical side, the interface is designed for speed and efficiency, reducing barriers to access. Customers appreciate not having to wade through unnecessary complexities to manage their accounts. Discoverās online banking services thus cater to efficiencyāa critical concern for users balancing busy lives with financial management.
In summary, the core features of Discover highlight its commitment to offering user-centered financial services. They not only pave the way for customer satisfaction but also position Discover as a trustworthy partner in the consumer finance landscape.
How Discover Processes Transactions
Understanding how Discover processes transactions is central to grasping its role in consumer finance. This section sheds light on the mechanisms that govern transaction processing, focusing on the significance of transaction flow dynamics and the role of interchange fees. By comprehending these processes, stakeholders can appreciate the intricacies of Discover's operations and its impact on users and the market at large.
Transaction Flow Dynamics


When you swipe your Discover card at a store or make an online payment, a behind-the-scenes process kicks into action. The journey of a transaction begins immediately after the card is presented for payment. Here's how it typically unfolds:
- Authorization: The merchant's payment terminal captures your card details and sends a request to Discover for transaction approval. This step is crucial because it verifies the card and ensures sufficient funds or credit.
- Processing: Discover acts as an intermediary between the merchant and the bank that issued the card. This is where it gets a bit technical. The system checks various factors, such as account status, potential fraud indicators, and the limit of the cardholder. All of this occurs in a matter of seconds.
- Settlement: Once authorized, the transaction data is stored temporarily. The actual money movement happens during the settlement phase. This step usually occurs in batches, where multiple transactions are processed collectively. This reduction in individual transaction load helps achieve efficiency and manage costs.
- Funding: Lastly, the funds are transferred from the cardholder's account to the merchant's account, and a record is generated for both parties. Each of these steps is vital to ensure smooth operation and user satisfaction.
Understanding these dynamics provides clarity on not just the speed of transactions, but aspects like responsibility from both the consumer and merchant sides. Technologies employed by Discover streamline these processes, ensuring that they happen seamlessly.
Interchange Fees and Costs
Mentioned often yet understood by few, interchange fees are a critical component of the transaction processing system. These fees are charged to the merchant, creating a cost structure that, while initially burdensome, facilitates widespread credit use. Hereās a closer look at their implications:
- What are Interchange Fees? Interchange fees are essentially the costs that merchants pay to card-issuing banks for processing credit card payments. Discover collects these fees from merchants for every transaction made using their cards.
- Determining Factors: The fees can vary based on several factors, like the type of transaction (in-person or online), the nature of the business, and risk levels associated with the transaction. For instance, online transactions often incur higher fees due to increased fraud risk.
- Impact on Merchants and Consumers: Merchants often find themselves grappling with higher costs due to these fees, and some may pass those costs onto consumers. This dynamic affects pricing strategies in the marketplace. Understanding these fees is crucial for businesses as they navigate their operational costs and pricing structures.
"Transaction costs may seem insignificant at first glance, but they can add up, altering both merchant strategies and consumer behaviors."
- Benefits of Understanding: For investors and finance professionals, recognizing the role of interchange fees can provide insights into market competition and consumer behavior shifts. A thorough comprehension can lead to informed decision-making in investment strategies and operational planning.
In summary, Discover's transaction processing is not merely about the flow of payments; it encapsulates an entire ecosystem of roles, costs, and implications that must be navigated carefully. Both the transaction dynamics and interchange fees provide a lens into how Discover operates within a competitive landscape, shaping user experiences and influencing market behaviors alike.
Security Measures Employed by Discover
In an era where digital transactions are ubiquitous, the significance of robust security measures can't be stressed enough. Discover, known for its extensive range of financial services, takes the protection of its users very seriously. The security protocols not only shield customers from fraud but also bolster confidence in digital transactions. Let's delve into how Discover implements various security strategies to ensure its users feel safe while managing their finances.
Fraud Prevention Techniques
Discover employs a suite of fraud prevention techniques, designed to thwart potential threats before they manifest. One of the standout features of Discoverās approach is its real-time monitoring system. This system analyzes transaction patterns and user behavior, identifying anomalies that could indicate fraudulent activity. Users are often alerted immediately through SMS or email notifications, allowing them to respond swiftly if something seems off.
Moreover, the company utilizes advanced algorithms, which examine millions of transactions to detect suspicious behavior. For instance, if a card is suddenly used in a far-off location that the holder hasnāt traveled to, flags can be triggered. This proactive vigilance helps prevent unauthorized transactions and protects customer funds.
Another noteworthy aspect is the exacting requirement of multi-factor authentication (MFA). By necessitating additional verification stepsāsuch as sending a text message code to the user's phone or requiring biometric confirmationāDiscover adds another layer of security to its services. Itās a lot like having two locks on your front door instead of just one.
āMore layers of security aren't just good for data; they build trust. Users who feel protected are likely to engage more.ā
Data Encryption Protocols
In addition to preventative measures against fraud, Discover employs data encryption protocols that ensure sensitive information is stored and transmitted securely. All data exchanges, whether itās between a userās device and Discoverās servers or within their internal systems, are encrypted using state-of-the-art methods.
Encryption converts readable data into a coded format, meaning that even if a hacker were to intercept the data, it would be nearly impossible to decipher. Discover primarily utilizes AES (Advanced Encryption Standard), which is a global standard renowned for its reliability in safeguarding sensitive data.
Furthermore, Discover continuously reviews and updates its protocols to address emerging threats. Regular assessments help ensure encryption remains airtight against evolving cybersecurity risks. Additionally, user education plays a crucial role. Discoverās website provides tips on creating strong passwords and recognizing phishing attempts, enabling users to take proactive measures themselves.
In summary, Discover employs a comprehensive approach to security, combining advanced technology with user awareness initiatives. By integrating robust fraud detection processes and high-level data encryption, Discover not only protects its customers but also reinforces their confidence in navigating the complexities of modern finance.
For more on encryption methods, you can check out more detailed information on Wikipedia or insights on cybersecurity.
User Experience and Interface Design
User experience (UX) and interface design play pivotal roles in how consumers interact with financial services, particularly when it comes to platforms like Discover. The design and functionality of mobile applications and online account management tools significantly influence user satisfaction and engagement, thereby enhancing the likelihood of loyalty and continual use.
A well-designed interface not only appeals visually but also improves usability. This is critical in the financial sector where clarity and ease of access can make or break a customerās trust in the platform. The following elements are crucial in ensuring a positive user experience:
- Simplicity and Clarity: Users of all ages and backgrounds should find the app intuitive. A cluttered interface can lead to confusion, making it hard to navigate through essential functions like transactions or account information.
- Accessibility: Including features that cater to users with disabilities is important. Options such as text resizing, voice commands, and color contrast adjustments can make a significant difference.
- Mobile Responsiveness: Given the rise of mobile banking, ensuring that applications work seamlessly across different devices is crucial. Users should expect to perform transactions just as easily on a smartphone as on a desktop.
- Feedback Mechanisms: Notifications and alerts keep users in the loop. For instance, an immediate notification about a large purchase can provide reassurance and control over spending.
The benefit of focusing on UX is twofold: it creates a frictionless journey for users and can lead to reduced customer support costs by preemptively addressing concerns through design.
Mobile Application Functionality
The mobile application provided by Discover exemplifies a thoughtful approach to user experience. It not only allows users to check balances and make payments but also integrates additional features that enhance its utility:
- Transaction Tracking: Users can monitor their spending habits, which informs better financial decisions. The ability to categorize expenditures and view reports encourages responsible credit use.
- Card Controls: Within the app, users have the ability to turn off their card instantly or enable alerts for transactions over a specified amount. This feature empowers users to manage their account actively and ensures security.
- User-Friendly Layout: The logical grouping of features under headings such as "Accounts", "Payments", and "Rewards" ensures users find what they need without hunting through multiple menus.
- Support Access: Access to customer service through the app, including live chat options or FAQ sections, further enhances user trust and satisfaction.
"When users feel in control of their finances, it significantly elevates their overall experience with the platform."
Online Account Management Tools
The online account management tools offered by Discover further extend the positive user experience initiated by the mobile application. These tools are crafted meticulously to provide users with a comprehensive view of their financial portfolio. Key features include:


- Account Overview: A consolidated dashboard presents account balances, recent transactions, and upcoming payments all on one screen, minimizing the need for excessive navigation.
- Easy Bill Payments: Users can set up recurring payments, view due dates, and receive reminders. This eases the burden of missed payments and helps in managing credit effectively.
- Secure Messaging: The option to communicate with customer service securely fosters trust, ensuring sensitive information remains protected.
- Financial Insights: The tools can provide personalized insights based on spending patterns, which can help users to adjust budgets accordingly and encourage responsible credit usage.
In sum, Discover's emphasis on user experience and interface design reflects a dedication to providing financial tools that are not just functional but also user-friendly. This commitment is instrumental in encouraging users to engage with their finances proactively.
Discover's Approach to Customer Support
In the world of finance, where decisions can significantly impact one's financial health, the significance of an effective customer support system cannot be overstated. Discover recognizes this reality and has cultivated an approach to customer support that prioritizes accessibility, responsiveness, and customer education. A robust customer support structure not only addresses inquiries but also fosters trust and loyalty amongst its user base, which is increasingly crucial in a competitive market.
Channels of Communication
Discover employs a variety of channels for communication aimed at creating an environment where customers feel valued and heard. These channels include:
- Phone Support: At the heart of their service, customers can reach out via a dedicated helpline. This option allows for personal conversations which can be comforting, especially when dealing with financial matters.
- Online Chat: Real-time chat support gives users immediate assistance without the need for waiting on a call. The convenience of this service appeals especially to those who are adept with technology.
- Email Correspondence: For less urgent inquiries, Discover provides a method for customers to reach out via email. This channel allows for thought-out communication where users can articulate complex questions or concerns.
- Social Media Interaction: Platforms like Twitter and Facebook offer another layer of interaction. Discoverās active presence on these sites allows for quicker responses and accessible engagement.
This multifaceted approach ensures that no matter the customerās preference, there is an avenue available that meets their needs, bridging the gap between customer queries and solutions.
Response Time and Efficiency
A critical aspect of customer service is not only being available but also being quick and effective in responses. Discover has tailored its support system to ensure that customers receive timely assistance.
- Prioritized Response Protocols: Discover categorizes the urgency of customer inquiries, allowing them to tackle the most pressing issues first. This strategy empowers them to address critical inquiries swiftly to mitigate any potential frustrations.
- Performance Metrics: Regular evaluations of response times and efficiency help Discover fine-tune their support strategies. By gauging customer satisfaction levels, they strive for continuous improvement.
- Feedback Mechanisms: After interactions, customers are often invited to share their opinions. This feedback loop is essential for understanding how services are perceived and how they can be enhanced.
Ultimately, Discover's commitment to minimizing wait times ensures that customers can navigate their financial queries with minimal stress. In a realm that thrives on immediacy, an efficient response mechanism can make a world of difference.
Implications of Discoverās Growth in the Market
The rise and expansion of Discover within the financial sector reflect not just a company thriving amidst competition, but a significant reshaping of the consumer finance landscape. With its distinctive range of services and unique market positioning, Discover is influencing trends that extend well beyond its own operations. Understanding these implications can provide valuable insights for a variety of stakeholders, including investors, finance professionals, and everyday consumers who utilize these financial tools.
Market Competition Insights
Discover's growth has cranked up the competitive heat in the credit and financial services market. Traditional banking giants now face a formidable player known for its cashback and rewards programs. Unlike conventional banks that often wade through bureaucracy, Discover's agile approach allows it to respond to market demands swiftly. This has stirred up established financial institutions to refine their offerings and leverage technology to enhance customer experience.
- Example of Competitive Pressure: Major banks have begun to roll out similar rewards programs, hoping to counteract the allure of Discover's cashback benefits. Chase, for instance, revamped its Sapphire card offerings in light of Discover's success.
- Diversity of Services: As Discover diversifies its servicesābranching into personal loans, multiple credit card options, and digital bankingāit pushes competitors to think beyond traditional financial products. This evolution not only levels the playing field but also prompts innovation across the board.
The ripple effects of Discover's offerings can be particularly evident in the changes occurring in online banking. With features like instant approvals and simple applications, consumers are now expecting seamless experiences from all service providers. Banks that fail to meet these demands risk losing their clientele to more agile competitors such as Discover.
Consumer Behavior Shifts
As Discover continues to carve out its niche, consumer behavior is transforming in notable ways. The credit landscape is rapidly changing, influenced by how consumers interact with their finances on a daily basis.
- Heightened Interest in Rewards Programs: Consumers are more keenly aware of the value embedded in cashback and rewards. Strategies employed by Discover are teaching customers to favor financial products that offer tangible benefits.
- Demand for Transparency: People are becoming increasingly concerned about fees and cost structures. Discover's commitment to clear, straightforward communication fosters a sense of trust. Consumers are now more inclined to seek out services that align with this transparency.
Discovery's offerings have encouraged a more informed consumer base, which places demand on companies to be not only competitive but also conscientious in their business practices. This shift seems to be nudging the industry toward greater accountability, notably in relation to servicing and fees.
"As consumers become savvier, companies must adapt or risk falling by the wayside. Discover exemplifies how growth can lead to shifts in expectations and standards within the market."
In summary, the implications of Discover's growth resonate beyond its immediate market position. They influence competitors to innovate, challenge traditional frameworks, and ultimately reshape the way consumers approach their financial decisions.
Culmination: The Future of Discover
As we reflect on Discover's role in the financial sector, one canāt help but note the increasing complexity of this landscape. To put it bluntly, the journey ahead for Discover holds both challenges and opportunities. Understanding these dynamics becomes vital, not just for ardent members but also for investors and finance enthusiasts looking to decode the mechanisms that drive success in this arena.
Challenges Ahead
The road ahead isnāt exactly paved with smooth stones. Discover faces a multitude of challenges that could shape its trajectory. For starters, one of the significant hurdles includes keeping pace with evolving consumer expectations. Todayās generation has a penchant for real-time responses, extensive digital features, and seamless interactions. Failing to meet these benchmarks could see customers drift toward competitors who are more in tune with the modern consumer ethos.
Moreover, regulatory pressures continue to rise in the financial sector. From safeguarding data privacy to complying with ever-changing laws, these can impose hefty costs on operations. The need to find a balance between adhering to regulations and innovating is a tightrope that Discover must navigate carefully. If not, it risks being perceived as outdated, lagging behind more agile fintech disruptors.
Lastly, the economic climate is unstable. Fluctuating interest rates may heavily impact lending practices and customer behaviors. In times of economic uncertainty, consumers often tighten their wallets, affecting Discoverās growth potential. Thus, it becomes imperative for Discover to adapt swiftly and strategically to varying economic indicators.
Prospects for Innovation
On the flip side of the coin, the prospects for innovation within Discover are robust and thought-provoking. One key area lies in leveraging cutting-edge technology to improve service delivery. Artificial intelligence, for example, can significantly enhance customer experiences by offering personalized financial solutions. Imagine having a virtual assistant that caters to your particular needs, analyzing spending habits to help you save money like a pro.
Moreover, exploring partnerships with tech firms could open doors for integration of advanced tools, like blockchain, further ensuring secure transactions. It would not only retain existing customers but also attract tech-savvy individuals who prioritize security and efficiency.
In the realm of sustainability, Discover has an opportunity to make significant strides. Being proactive in environmentally friendly initiatives, such as offering greener loans or investments in sustainable projects, can earn goodwill with consumers who care about such issues. With younger generations leaning toward socially responsible companies, making this pivot could create new avenues for growth.
The future is not something we enter. The future is something we create.
For more insights on the evolving financial landscape, visit Wikipedia, and for ongoing discussions, check out relevant threads on Reddit.