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In an effort to secure mass-collaboration, the company has launched a $7 million competition to reward talented minds for their potential contribution in perfecting the Personal Genome Machine sequencer that the company has developed. The machine relies on semi-conductor technology and has the capability of transforming chemical data into digital information. It is the first of its kind in the world and creative minds can enter the Grand Challenges Contest.

Elsevier is offering $35,000 in prizes and challenging software developers to help more than 15 million researchers, medical professionals, librarians and students navigate scientific content, improve scientific search and discovery, visualize sophisticated data in more insightful and attractive ways and stimulate collaboration.