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" IBM has been charged by the Brazilian government with a tough sustainability problem: monitor and track biodiversity in the Amazon rainforest. The task is no small undertaking, considering there are at least 40,000 varieties of plant species that can be found in the Amazon" 
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IBM creates a "citizen science" app that allows Amazon schools and communities to collect data on Amazon biodiversity - resutls in "massive data" collection and gives Amazon communities a new understanding appreciation of the world they live in!