#Satellite Communication Market share

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Satellite Communication Market - Forecast, 2024-2030

Satellite Communication Market Overview

The Market for Satellite Communication is projected to reach $15.18 billion by 2030, progressing at a CAGR of 9.4% from 2024 to 2030. Satellite communication refers to the transmission of data, voice, and video signals using artificial satellites as relay stations. This technology enables communication over long distances, including areas where traditional terrestrial communication infrastructure is unavailable or impractical. Satellite communication systems typically involve the use of ground stations to uplink data to orbiting satellites, which then downlink the data to other ground stations or directly to end-users. These systems are employed in various applications, including telecommunications, broadcasting, navigation, remote sensing, and military operations. The rising demand for various applications such as audio broadcasting and voice communications in end-user industries is analyzed to fuel the growth of the satellite communication industry. The significant adoption of direct-to-home (DTH) in media and entertainment applications is set to positively impact the growth of the market as satellite communication plays a crucial role in communication in providing subscribers with high-quality content. An increase in the use of High Throughput Satellite (HTR) and Low Earth Orbit Satellite for high-speed broadcasting satellite services, cellular backhaul, and other value-added services such as video conferencing, VOIP is set to be the major driver for the growth of the market. The rising adoption of satellite telemetry, automatic identification systems, and Very Small Aperture Terminal markets with improved uplink frequency will drive the market growth.

𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝 𝐒𝐚𝐦𝐩𝐥𝐞

Report Coverage

The report based on: “Satellite Communication Market – Forecast (2024-2030)”, by IndustryARC covers an in-depth analysis of the following segments. By Technology: Satellite Telemetry, AIS, VSAT and Others. By Communication Network: Satellite Internet Protocol Terminals, Gateways, Modems and others. By Satellite Services: FSS, BSS, MSS, RNSS, Metrological Satellite Services, SBS, RSS. By Communication Equipment: Network Equipment, Consumer Devices. By End User: Commercial (Power and Utilities, Maritime, Mining, Healthcare, Telecommunication & others), Government & Military (Space Agencies, Defence, Academic Research & others). By Geography: North America (U.S, Canada, Mexico), Europe (Germany, UK, France, Italy, Spain, and Others), APAC (China, Japan India, South Korea, Australia and Others), South America (Brazil, Argentina and others), and ROW (Middle East and Africa).

Key Takeaways

Media and Entertainment is set to dominate the satellite communication market owing to the rising demand from a growing population. This is mainly attributed to the increasing demand for the internet and online streaming services such as Amazon Prime Video, Netflix and so on.

North America has dominated the market share in 2023, however APAC is analysed to grow at highest rate during the forecast period due to the high implementation of 5G in the mobile broadband technologies.

Deployment of 5G, requiring high bandwidth for communication is set to drive the market during the forecast period 2024-2030.

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Satellite Communication Market - Forecast, 2024-2030

Satellite Communication Market Overview

The Market for Satellite Communication is projected to reach $15.18 billion by 2030, progressing at a CAGR of 9.4% from 2024 to 2030. Satellite communication refers to the transmission of data, voice, and video signals using artificial satellites as relay stations. This technology enables communication over long distances, including areas where traditional terrestrial communication infrastructure is unavailable or impractical. Satellite communication systems typically involve the use of ground stations to uplink data to orbiting satellites, which then downlink the data to other ground stations or directly to end-users. These systems are employed in various applications, including telecommunications, broadcasting, navigation, remote sensing, and military operations. The rising demand for various applications such as audio broadcasting and voice communications in end-user industries is analyzed to fuel the growth of the satellite communication industry. The significant adoption of direct-to-home (DTH) in media and entertainment applications is set to positively impact the growth of the market as satellite communication plays a crucial role in communication in providing subscribers with high-quality content. An increase in the use of High Throughput Satellite (HTR) and Low Earth Orbit Satellite for high-speed broadcasting satellite services, cellular backhaul, and other value-added services such as video conferencing, VOIP is set to be the major driver for the growth of the market. The rising adoption of satellite telemetry, automatic identification systems, and Very Small Aperture Terminal markets with improved uplink frequency will drive the market growth.

Report Coverage

The report based on: “Satellite Communication Market – Forecast (2024-2030)”, by IndustryARC covers an in-depth analysis of the following segments. By Technology: Satellite Telemetry, AIS, VSAT and Others. By Communication Network: Satellite Internet Protocol Terminals, Gateways, Modems and others. By Satellite Services: FSS, BSS, MSS, RNSS, Metrological Satellite Services, SBS, RSS. By Communication Equipment: Network Equipment, Consumer Devices. By End User: Commercial (Power and Utilities, Maritime, Mining, Healthcare, Telecommunication & others), Government & Military (Space Agencies, Defence, Academic Research & others). By Geography: North America (U.S, Canada, Mexico), Europe (Germany, UK, France, Italy, Spain, and Others), APAC (China, Japan India, South Korea, Australia and Others), South America (Brazil, Argentina and others), and ROW (Middle East and Africa).

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Key Takeaways

Media and Entertainment is set to dominate the satellite communication market owing to the rising demand from a growing population. This is mainly attributed to the increasing demand for the internet and online streaming services such as Amazon Prime Video, Netflix and so on.

North America has dominated the market share in 2023, however APAC is analysed to grow at highest rate during the forecast period due to the high implementation of 5G in the mobile broadband technologies.

Deployment of 5G, requiring high bandwidth for communication is set to drive the market during the forecast period 2024-2030.

Satellite Communication Market Segment Analysis - by Satellite Services

Satellite services is segmented into fixed satellite services, broadcasting satellite services, mobile satellite services, radio navigation satellite services and others. Mobile satellite services is analyzed to hold the highest share in the satellite communication market in 2023 at 39.1% majorly attributed to the high number of subscribers. There are majorly deployed in aeronautical, land, and maritime services for communication thereby contributing to the growth of the market. For instance, SpaceX's Starlink aims to roll out a commercial satellite-to-phone service in 2024, starting with SMS, then expanding to voice, data, and IoT connectivity by 2025. Advertising on their website, they emphasize compatibility with unaltered LTE phones for setup. In November 2023, The Indian Space Research Organization (ISRO) and NASA are launched a collaborative Earth observation satellite in the first quarter of the upcoming year, as confirmed by the deputy minister for science and technology.

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Satellite Communication Market Segment Analysis - by End User

Media and Entertainment segment is set to dominate the market in 2023 at 25.9%. The significant rise in usage of services like Netflix, Amazon Prime Video, YouTube and so on for entertainment is set to contribute to the growth of the market. Adding to this, the breakout of COVID-19 has led to the high traffic in entertainment applications due to lockdowns implemented in various countries. This is set to be a major contributing factor for increasing demand for higher bandwidths resulting in the growth of the market during the forecast period. The Telecom and IT segment is analysed to grow at significant rate during the forecast period, majorly attributed to the deployment of technologically advanced internet connectivity solutions in the majority of the firms. All these factors are together impacting the growth of the satellite communication market. As a result, growing the demand for satellite services continues to surge across various sectors, driven by advancements in communication technology and expanding applications

Satellite Communication Market by Geography - Segment Analysis

North America is analyzed to be the dominant region in 2023 at 43%, followed by APAC and Europe. This is mainly attributed to the high adoption of advanced technologies in the region alongside the large infrastructural development for the implementation of high broadband services. APAC is anticipated to showcase the highest growth rate during the forecast period 2024-2030. This is majorly due to the high number of satellite launches aimed at communication. For instance, India launched GSAT-24, a communication satellite, in mid-2022. The satellite is built by ISRO for NewSpace India Limited (NSIL), a government company under the Department of Space. GSAT-24 is a 24-ku band satellite that weighs 4180 kg. Adding to this, the development of advanced technologies in countries such as China and South Korea is set to elevate the market growth rate. In December 2023, China became a pioneering force in 5G, boasting over 3 million base stations and extending services to 750 million mobile users and 17,000 factories. This technological advancement solidifies China's position as a global leader in both the deployment and commercialization of 5G infrastructure. These factors are set to boost the market growth during the forecast period 2024-2030.

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Satellite Communication Market Drivers

Growing demand for Maritime Satellite Communication

The increasing demand for maritime satellite communication is significantly set to contribute to the growth of the market. The growing concern for the safety of the people at the borders is creating a dire need for communication. This is set to impact the growth of the maritime communication satellite market. In February 2022, The Russian Satellite Communications Company (RSCC) 's maritime VSAT network expanded to 400 vessels, including 373 sea-going and river ships, along with 27 ice-class ships, including 12 icebreakers. This marks a significant milestone for the Russian Satellite Communications Company in providing connectivity to maritime fleets. This is mainly attributed to providing satellite Automatic Identification System (AIS) data used for ship tracking and specific maritime projects.

Increased Investments for Deployment of 5G

The rise in demand for the 5G and the rising investments for the infrastructure development is to boost the wireless connectivity market. However, the deployment of 5G requires high bandwidth resulting in the launch of satellites thereby contributing to the growth of the satellite communication market. In 2022, For the deployment of 5G, SpaceX has received approval to launch nearly 12,000 starlink internet satellites. Therefore, the launch of these satellites is set to drive the satellite communication market.

Satellite Communication Market Challenges

Space Debris Hindering Launch of Satellites

The presence of space debris is set to pose severe challenges to the communication satellite market. In 2022, the ESA's Space Environment Report reported that over 30,000 pieces of space debris have been recorded and are regularly tracked by space surveillance networks. Space debris poses a significant threat, hindering satellite launches due to collision risks. This dead satellite is also a liability for other satellites that are on a similar trajectory as it’s a popular spot to deposit communications and surveillance satellites. The presence of dead satellites is resulting in the space debris is posing a severe threat to the various other satellites as well as the environment. These factors are set to hinder the growth of the market.

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Satellite Communication Market Landscape

Partnerships, acquisitions, collaboration, technological innovation along with product launches are the key strategies adopted by the players in the Satellite Communication Market. The top players of the market include AsiaSat, Hughes, Bharti Airtel, Space Star Technology, Airbus SE, Thales Group, L3Harris Technologies Inc., Swarm Technologies, Inc., Viasat, Inc., General Dynamics, among others

Acquisitions/Technology Launches/Partnerships

In September 2022, Hughes Communications India has launched India's first High-Throughput Satellite broadband service, utilizing ISRO's GSAT-11 and GSAT-29 satellites along with Hughes JUPITER™ Platform ground technology. It delivers high-speed connectivity across India, supporting enterprise and government networks, community internet access, SD-WAN solutions, mobile network extension, and satellite internet for small businesses.

In November 2023, Viasat, Inc. and Skylo Technologies introduced the world's inaugural global direct-to-device (D2D) network, revolutionizing connectivity for consumers, businesses, and governments worldwide. Leveraging Viasat's expertise in satellite communications and Skylo's non-terrestrial network (NTN) services, this partnership unlocks vast potential for direct connectivity.

In July 2023, the SYRACUSE 4B secure military communications satellite, developed by Airbus and Thales Alenia Space, was triumphantly launched from the Guiana Space Center. This historic event marked the final mission for the Ariane 5, Europe's esteemed heavy launcher.

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Technological Advancements Driving the SATCOM Equipment Market

The satellite communication (SATCOM) equipment market is projected to grow from USD 24.27 billion in 2024 to USD 41.51 billion by 2029 at a CAGR of 11.3% from 2024 to 2029. The SATCOM equipment market has grown significantly over the past few years, driven by the need for high-speed, reliable communications networks in remote areas, the development of the commercial space industry, and the wide use of satellite technology in both military and government applications. Technological advancements, such as smaller, more efficient satellites and software-defined networking (SDN) and virtualization technologies, are also boosting the market. The surging demand for Ku- and Ka-band satellites and the growing fleet of autonomous and connected vehicles in the military and commercial sectors are adding to the growth. The market is also witnessing the development and deployment of LEO satellites and advanced antenna systems.

[aerospace-and-defence]

The Drone Package Delivery Market is projected to grow from USD 228 million in 2022 to USD 5,556 million by 2030, at a CAGR of 49.0% from 2022 to 2030.

Technological advancements like VTOL, geospatial mapping, IoT, and machine learning result in higher accuracy in package delivery are some of the factors fueling the growth of the Drone Package Delivery Industry. AI is the next focus of the drone industry. This new technology is expected to enable drones to perform all tasks, right from their launch and navigation to data acquisition, data transmission, and data analysis. In addition,advancements in technology of drone will help in carrying out drone package delivery operations autonomously and safely, thereby contributing to their increased adoption in the drone delivery ecosystem.

[pravalika]

Maritime Satellite Communication Market - Forecast (2023 - 2028)

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[reasonsforhope]

We’ve just taken a major step toward cleaning up space junk.

On Monday, October 2, the Federal Communications Commission (FCC) in the US issued its first fine for space debris, ordering the US TV provider Dish to pay $150,000 for failing to move one of its satellites into a safe orbit. 

“It is definitely a very big symbolic moment for debris mitigation,” says Michelle Hanlon, a space lawyer at the University of Mississippi. “It’s a great step in the right direction.”

But it might be more than just a symbolic gesture by the FCC. Not only does it set a precedent for tackling bad actors who leave dangerous junk orbiting Earth, but it could send shock waves through the industry as other satellite operators become wary of having their reputation tarnished. While the $150,000 FCC fine was modest, Dish’s share price fell by nearly 4% immediately following its announcement, pushing the company’s $3 billion valuation down about $100 million.

The FCC’s action could also help breathe new life into the still-small market for commercial removal of space debris, essentially setting a price—$150,000—for companies such as Astroscale in Japan and ClearSpace in Switzerland to aim for in providing services that use smaller spacecraft to sidle up to dead satellites or rockets and pull them back into the atmosphere...

Another hope is that the FCC’s fine will encourage other countries to follow suit with their own enforcement actions on space junk. “It sends a message out of America taking leadership in this area,” says Newman. “This is starting the ball rolling.”

Today there are more than 8,000 active satellites, nearly 2,000 dead satellites, and hundreds of empty rockets orbiting Earth. Managing these objects and preventing collisions is a huge task, and one that is becoming increasingly difficult as the number of satellites grows rapidly. The worsening situation is largely due to mega-constellations of hundreds or thousands of satellites from companies like SpaceX and Amazon, designed to beam the internet to any corner of the globe...

Hanlon says there are further measures that could be taken to discourage companies from failing to dispose of satellites properly. “Honestly, I would love to see that if you don’t meet your license requirements, you’re banned from launching for a number of years,” she says. “If you’re driving under the influence you can have your license revoked. These are the kinds of measures we need to see.”

Chris Johnson, a space law advisor at the Secure World Foundation in the US, says the loss of reputation for Dish about the satellite situation might be worse than any fine it could have received. “They promised to remove it and they didn’t,” he says. “It’s like the first operator of a car to get a speeding ticket.”

The fall in the company’s share price appears to be indicative of that reputational damage. The fine may not have been as severe as it could have been, but the FCC’s actions can be seen as a warning to other companies to tackle space junk. “This is going to be on their record and their reputation,” says Johnson. “It’s not trivial.”

-via MIT Technology Review, October 5, 2023

Always nice to see steps taken to tackle a problem BEFORE it causes incredibly massive issues

[avocadoguru]

He was staring at her in a way no one had in her entire life. She couldn’t read anything in his eyes - not surprise, not fear, not malicious intent - nothing. (wolfrry, werewolf!harry, alpha!harry, ranger!y/n)

Lupus Noctis- Masterlist, Author’s Note & Warnings

Chapter 4 / alternatively, read on wattpad

Chapter 5 (word count: 14k)

Harry walked to the trailhead nearest Y/N’s apartment and the moment he entered the thick of the forest he shifted and began to bound through the woods toward his community. He missed his big bed and his nice house. But he didn’t particularly miss the members of his pack.

His community was within the preserve, well hidden. A road that led from the center of the village out to just beyond Silver Wolf Preserve was hidden and gated and led to a back road that eventually connected with a rural street that led into the city. No one had ever found it because it was well concealed. And if Harry's kind was good at anything it was the ability to disguise. They were masters at hiding in plain sight and their clever tactics meant that no human had ever found their safe haven in the preserve.

Many of the homes were small and simple, but the leaders and the noble members had nicer ones. Harry’s was amongst the nicest. His pack was mostly self-sufficient, though they did rely on working with humans for money and had to interact with humanity often. 

The village ran on solar energy and natural resources to get power electricity. And their satellites provided internet just like a modern human community. The difference was, that everything they used was built and made by all the pack members themselves. No outsiders had been brought in.

Walking into the village you’d think it was a regular town. Shops, markets, houses, parks, a school, and a town center with a community building. But many times, his members would leave and visit the city and go to supermarkets or malls to buy things they wanted. They also worked among humans doing various menial jobs. Some were office workers, others construction, and some even worked for the government - all under the guise of being a human. 

But of course, technically, he was part human. He identified mostly as human, but just better. He had all the components of a man and the genetics (plus a few extra mutations which allowed him to shapeshift). He also felt emotions like a human and now, for the first time ever, found himself attracted to one.

“Alpha! How goes it?” 

Harry was pulled from his thoughts at the sound of one of the pack members just as he was getting close to his house without being seen. He thought he’d gotten lucky. But of course, everyone was always on the lookout for him. And they could smell him. 

“Things are well, Daniel,” he spoke quickly as he kept walking, hoping to avoid a conversation. He knew he smelled of the girl. He’d already thought of an explanation for it if he was asked. And it wouldn’t be too crazy for anyone in his pack to come back smelling like a human. They had to work with them after all. But he knew the smell of Y/N was strong on him after their proximity at her apartment not an hour earlier. 

The man asked a few questions about the upcoming meeting but nothing about the obvious smell of the female human on him.

After answering what he could, Harry waved at the man, “I’ve got to get going. It was nice to chat with you, Daniel.”

Harry stepped through his front door and sighed once it was closed behind him. The silence inside his house was welcome. He was glad he declined to have help around the house. It was offered to him upon taking up the title of alpha. He could have had a live-in staff but he didn’t feel that was necessary. He liked his privacy. Instead, he opted for help only on certain days of the week while he was not home. 

And now that he was finally alone, he needed to take care of the physical ache in his body that had been pushed down since the night before. 

Harry threw his clothes in the washer immediately and jumped into the shower in his state-of-the-art en suite bathroom to get rid of any remaining traces of her.

He let the water pour over him, resting his forehead against the tiles and trying to get it together. 

He grabbed himself, moaning when he squeezed slightly, and felt some of the tension leave his body. He’d been hard ever since he left her apartment. Hell, he’d been hard most of the time she’d been in his proximity. 

As he stroked himself languidly, he asked himself yet again- what was it about this human that drew him to her so much? He just couldn’t understand why he was reacting to her that way. He’d been through this before, trying to get to the bottom of it in his head, and he never could understand why she had this hold on him.

Growing up, of course, he’d always known about mates and their bond. That was deeply ingrained in his brain, was what he’d been taught all his life. But she was human. Surely this couldn’t apply to them.

Yet, the way he felt about her, the way he responded to her, physically as well as emotionally, without knowing much about her even– 

Argh. Stop it, you bloody fool.

But images of her were swarming in his head. She’d let her guard down, she’d been vulnerable with him, both while slightly inebriated and later on, in the evening, when the alcohol had worn off… 

He’d resisted her all day, all those glances and remarks and even the way he knew she was heavily turned on, maybe just as much as he’d been, after all- he had the advantage of smelling it on her, and then, finally… he’d had her right there in his arms. Willing, and pliant in his hands. She’d left it up to him to make the final move, and he loved that- loved that she seemingly backed down a bit and let him take control where it mattered. He was a dominant creature, yes, but he found that he enjoyed the way she challenged his authority. Still, she recognized when to give over the reins to him completely, and it made it all the more enticing.

He could still feel her under his fingertips, the way they sunk into her plump skin, the way he could feel her whole body tingling in anticipation under his hold. And the way she would throw her head back and elongate her neck, offering it up to him like that… it was as if she knew what he’d be doing if he had his way, as if she knew he’d sink his canines into her delicate flesh there and mark her as his mate. 

It was as if her body knew. As if she were his mate.

He groaned, speeding up his movements, he was close, so close, and envisioning her underneath him like that, or even previously when she’d sucked his fingers into her mouth, he could only imagine her taking him down her delicate throat. She’d struggle, and gag and her eyes would no doubt tear up, he knew no male human came close to his girth and length, but she’d beg for it, she’d drool for him until he’d give her what she wanted. Until he’d coat her throat with his release and she’d moan and roll her eyes back in ecstasy when she’d finally bring him to climax.

Instead, he wasted all that precious load on the tiles of his shower and winced at the loss. 

He finished cleaning up and patted dry, plopping into the big, plush bed in his den that he’d missed so much. Maybe he was nearing his rut. This was entirely unusual behavior on his part. Now that he’d orgasmed he did have a bit more clarity of mind.

Maybe he should show that alpha female that had been eyeing him heavily a good time, get his mind off things for a change. What was her name… 

Great, he couldn’t even remember the name of his supposed mate- or at least- that’s what people were expecting her to become. Ever since he’d had to step into his late brother’s shoes and take over ruling over the pack, everyone was putting so much pressure on him to mate and start procreating. As if that was the most important aspect of being a pack leader; ensuring lineage.

Even so, Harry believed the rightful heir was Edward, his nephew. He was far too young right now- but he was his father’s son, and Harry was planning to step aside when the time came for him to finally come of age and take over. It was the right thing to do, it was what his brother would’ve wanted. Harry was an alpha, but he wasn’t meant to be a pack leader. It hadn’t been his destiny, having been second born, and he firmly believed Edward was meant to be the future leader. He was just going to ensure the interim.

However, the way the pack was treating his nephew was severely lacking. He could tell people didn’t feel the same way at all. In their eyes, Edward would never be worthy of taking over because of how he’d gotten stuck in his wolf form. But they didn’t understand this was temporary, Harry knew the young one would be able to shapeshift again- he was just stuck, the shock of it all hadn’t worn off. After all, he’d been there that night his parents had been killed right before his eyes- the poor child had shifted into his wolf form in an instinctual effort to protect his parents, but of course, he was no match- his wolf form was a mere pup. 

But even so, his instincts had been highly attuned to the danger of the situation. He’d done right by his parents. Which said a lot about his strength of character, even at such an early age. Unfortunately, though, he hadn’t been able to switch back ever since. And especially since he couldn’t communicate in this form, Harry knew there was a lot of unprocessed trauma there, things he couldn’t get off his chest, and as much as Harry had tried to comfort him and encourage him to shift back, it seemed as though he had an emotional blockage he simply couldn’t get past. Or maybe he genuinely didn’t want to shift back… 

Unfortunately, that also meant that the pack was questioning Edward’s abilities to be a proper leader one day. To them, he was considered to be underdeveloped and even seen as a bad omen. 

Of course, nobody would dare say all these things to Harry’s face about his nephew. But he could hear people talk when they thought no one was around or thought he wasn’t listening. As an alpha, his senses were a lot more acute than others’.

He could also hear them questioning his own abilities to rule over them.

He knew they thought he was much too young at 25 to take on this huge task. And some argued he was never meant for this, having been secondborn. He couldn’t blame them, since he felt the same way. But that didn’t mean he was happy about it, or that he would allow anyone thinking like that about their alpha. Whether they liked it or not, he was their leader, and he wanted to do right by his late brother in doing what he could to ensure the pack’s survival.

He just wished things were different.

Sometimes… he wished he could just live a life he’d choose for himself, not one that’d been forced onto him by fate.

He envied his good friend, Niall. He’d renounced the pack and taken off on his own. A lone wolf. People were calling him a renegade, but Harry looked up to his courage and perseverance. 

He was determined to live life on his own terms, in the human world. Fend for himself, after having given up the pack’s protection, knowing that if he somehow put the secret of their existence in jeopardy he’d still have to face the consequences. And Harry admired the shit out of him for having the courage to live the life he wanted.

He wished he could do the same.

Maybe, that way–

But no. Harry couldn’t go there. He couldn’t set himself up for heartache like that, envisioning any kind of future with the girl. Simply because he knew- she would never want him once he told her the truth. She couldn’t possibly understand that he was… different. In fact, it was unlikely she even believed in such things. Most humans didn’t. The ones that did were made fun of or called crazy. To humans, his kind was a myth, a story told in fiction books and movies full of other mythological creatures. He was a fable. His kind didn’t exist in much of the world. And he would never keep such a horrendous truth from her, it wouldn’t be right to rob her of knowing the full extent of what she’d be getting into with him. Harry was a beast with inhuman ability and the occasional violent tendencies (only when necessary of course) and she was a normal person that was leading a normal happy life. Even if it wasn’t forbidden for him to allow himself to indulge in her the way he wanted, he couldn’t do that to her. It could potentially ruin her life. And that was the last thing he wanted. It was just as much for her own good as it was for his. He could only imagine her look of horror and disgust, the same way he’d imagined it when she mentioned how his eyes were turning golden. He imagined himself shifting in front of her and her being horrified, and he could never unsee it now. She’d think he was a monster. And he couldn’t bear her looking at him that way.

They simply weren’t meant to be.

*

Y/N was pissed. At first, she was hurt, embarrassed… but the more she thought about it, the more she figured that he must have a girlfriend or even a wife. That could be the only answer as to why he reacted the way he did. They were just about to kiss. She knew he was feeling the pull and the sexual tension she was. She could tell by the way he was breathing and the way his eyes took her in. The way he touched her, his fingers lingering and even squeezing at her sides. 

So the only explanation for him to stop like that was that he was feeling guilty. And what else would have a man feeling so guilty in a situation like that? It had to be the answer. 

And she felt like she needed an answer too because his abrupt change in demeanor had her head spinning. It made no sense otherwise. 

But then where was this supposed girlfriend last night? And that day at the lake. Or the night in the woods when she first saw him. And what about the pup and that cabin? She saw nothing that suggested a female’s presence in any way. 

The more she pondered the situation the more confusing it became. And the deeper she started getting with her thoughts the less she believed he actually did have a girlfriend or significant other. 

She even went so far as to imagine that he was involved in some shady mafia-like organization that led to him needing to hide out in an off-grid cabin deep in the forest. But that still wouldn’t explain why he ran out so suddenly. So then what was it?

Shaking her head of her thoughts that were only going in circles, she sent a text off to Nick and her boss in a group text saying she needed the following day off to recover because she’d twisted her ankle and had planned on getting it looked at.

With that out of the way, she determined it was time to find a doctor for her foot, now that Harry was most likely not going to take her to see his. And then her mind wandered once again to the fact that Harry had driven her car so he was without one when he left her apartment. 

She shrugged to herself. Not my problem.

It turned out that looking for a doctor that specialized in orthopedics was not a very easy task. Especially one that might have an opening the following day. 

Giving up her chore she gently limped into her living room and settled on her couch to binge-watch the new television series she’d just started. She needed to get her mind off the tall man with pretty eyes. Junk TV would be the answer. She hoped.

*

A heavy knock at her door startled her as she sat up from her couch. Where she’d been since the night before. Well, she had gotten up to make tea and hopped around to do things that were necessary (like brushing her teeth and using the bathroom), but otherwise, she stationed herself on her couch. The bed and what had (almost) happened there would’ve haunted her dreams, she could still smell him in her room.

Hopping toward her door she looked out the peephole and the sight of the person on the other side of her entry had her even more startled than the knock he issued moments prior.

She considered not answering and just ignoring the intrusion. It wasn’t even 9 am and yet he was at her door.

Slowly she opened the door, not allowing him to have a full view of her body. She was still in her sleep clothes and her hair was messy while he was fully dressed and looking fresh. Did he ever not look perfectly put together?

“What are you doing here?”

Harry looked at her with confusion, “I told you I was going to take you to my orthopedician. Are you ready?”

Y/N looked down over her body and then back to Harry, “No. Of course not. I didn’t think you were actually going to show up…” 

Harry huffed and crossed his arms over his chest, “Okay. Well, get dressed. The appointment is in thirty minutes.”

Y/N blinked her eyes in puzzlement and opened the door up a little further, “Uh… I didn’t know– you… I mean, after yesterday I thought…”

Harry raised his brows as he feigned confusion but then stepped into her apartment when she finally gave in and opened her door the rest of the way.

He could tell right away that she’d been sleeping on her couch, “You shouldn’t be sleeping on your couch. That’s a good way for you to hurt your ankle yet again.”

Y/N closed the door but just stood in place. Was he really here? Like nothing had happened? Was she dreaming? What was going on?

Harry turned to look back at the girl, “What? I told you I was coming. You should have been ready. Go do what you need so we can leave and make it on time.”

She was at a loss. She hadn’t expected to see him again. She thought that was it when he walked out of her door the day before. But here he was with soft curls, a sheer silk shirt, those haunting green eyes, and of course, the heeled chelsea boots. But today’s boots were gold. He was wearing gold chelsea boots. 

“Yeah, but–”

Harry took a step forward, “Do you need help or something? We’re wasting minutes discussing my being here. We’ll be late.”

Y/N rolled her eyes at how he so easily dismissed her concern. She really wanted to mouth off to him after that remark- do you need help or something? But instead, she bit her tongue and decided it was a good opportunity to get a doctor to look at her ankle since she’d been unable to find one the night before. She hobbled to her room, closing the door behind her to get ready as fast as humanly possible.

Harry looked around her living room and on her coffee table he spotted an empty mug with two used tea bags next to it lying atop a spoon. He noticed a book and upon picking it up breathed a laugh through his nose when he recognized the title. It was one he read himself not so long ago. Putting the book back down on her coffee table he folded her blanket and draped it over the back of her couch and then picked up the empty mug and the tea bags and brought them to her bare kitchen, finding the trashcan under the sink and placing the dirtied dishes in her sink.

The truth was, Harry knew why she was acting like she was. But he wasn’t going to discuss that with her. He didn’t want to get into why he was actually there or how they left things the day before. 

He had considered not showing up. It was better to just leave it as it was. It would have been exactly what he wanted in the first place. It would have solved everything for him.

But even after he spurted his come onto the tiles in his shower the day before after imagining what she’d look like on her knees before him with his prick stuffed into her pretty mouth it didn’t actually quell his thoughts of her. It only made them worse. So then he began thinking of her in other positions as he did mundane tasks around his house, made some calls, prepared a draft for the new proposal he'd go over at the upcoming meeting, and even got a hard workout in- all to get his mind off of her.

But the moment he stopped moving and sat for a moment he couldn’t help but feel something. What? He couldn’t quite put his finger on it. And he even regretted putting his shirt in the wash because then that meant he wouldn’t be able to have her smell near him when he snuggled into his bed for the night. 

He imagined allowing her to ride him with her palms down on his chest holding herself up. Normally he preferred taking the dominant position on top but the thought of having her wriggle over him and attempt to take him in that position, sliding herself down over him, was even more appealing since he was particularly curious how she would handle him. But amongst all of his dirty thoughts at the forefront of his mind was the look on her face as he backed away from her before their lips could even meet, and knocked over her little porcelain figurine. She was hurt.

He hurt her. And that was what eventually had him disregarding his own good senses. For some reason, the idea that she was hurt because of him wasn’t sitting right, not to mention she was actually hurt and needed his help to drive her to the doctor. He'd promised her.

When Y/N opened her bedroom door, Harry peeked down the hall to see her slowly limping toward him. Wearing shorts and a sweater and a tennis shoe on one foot, she had her hair pulled back into a ponytail which showcased her full neck to him. 

Harry scolded himself for the kind of thoughts that something as innocent as her neck invoked. And he even took care of himself before leaving his home that morning in hopes of keeping his reaction to her at a minimum.

*

“The doctor will see you now,” the receptionist smiled at the two of them in the waiting room and Y/N smiled back curtly while Harry blew an exaggerated huff, promptly standing up and helping the girl off her chair.

“There he is–”

“Right. There I’ve been, for the past 20 minutes. You were supposed to see us at half past.”

The man shrugged smilingly, “That’s why it’s called being a patient. ‘Cause you have to be patient.”

“Harry…” Y/N widened her eyes at him suggestively and then cast her gaze back on the man sitting at his desk “It’s alright, doctor. Thank you for seeing me on such short notice, I really appreciate it.”

“Please, call me Niall. All of Harry’s friends are my friends. And you must be one hell of a friend for him to be pulling strings like this, eh? He never asks for favors.”

The girl stammered while Harry glared at him, “Sure, if that’s what you want to call it. I’d call it you owing me, but we’ll let it slide. For now.”

“Yeah. That definitely sounds more like you…” Y/N muttered under her breath and Harry cleared his throat uncomfortably. 

“We’ll reconvene on this,” the young man laughed. “Let’s see what seems to be the problem, eh? Sit on there for me, will you?”

Y/N did as instructed, and laid her affected leg on the examination bed, reaching to take her sock off but Harry beat her to it. She noticed the young man raise his eyebrows at that as he approached them but switched over quickly to the good-humored expression he always seemed to be sporting.

He palpated her ankle carefully, then further up along her calf, and then called in an assistant to take Y/N over to the X-ray room so he could have a full picture of what was going on.

Harry wanted to take her in himself but the assistant assured him she had it covered, which earned her a small grunt in return.

“Thought this was someone from the pack, but clearly our dear patient appears to be oh so very human. Could’ve given me a heads up, maybe? Would have hated to slip something about her injuring herself during shifting or something and giving you the satisfaction of ending me right there and then, alpha.”

“Maybe it was a test.” Harry couldn’t help but smirk at his friend. Truth was, he trusted Niall with his life. It’s why he allowed for him to go live his life the way he intended to outside the pack. He knew he’d never do anything to endanger the pack. 

“Well, hope I passed. So what’s the deal with this chick, then?”

Harry peered out the window, “How long does an X-ray take?”

“You really gonna ignore all my questions about her?”

“Do you think it’s fractured?”

Niall laughed incredulously, “Well, I’ll be damned.”

Harry furrowed his brows, “Is it?”

“It’s probably just a sprain but I wanna be extra sure- for you. As a favor. So does the pack know they’re gonna be taking orders from a human soon?”

“Didn’t you just say she must be one hell of a friend?” Harry glared at him.

“You don’t have friends. I’m your only friend, that is.”

Harry resumed looking out the window, “Maybe some torn ligaments?”

“I’d be surprised. What kinda sex positions are you bending her into for her ankle to sprain like that though–”

Niall’s laughter came to a sudden halt when Harry flashed his golden eyes at him, “She’s human, as you so keenly observed, doctor. What do you take me for?”

“I mean. It’s not forbidden. Or if it is, then I’m afraid I have some explaining to do…”

“Well, you’re not an alpha, are you? I, however… would probably break her.”

“So you have thought about it.” Niall beamed, pleased with himself. “I know you’re oh so much bigger and stronger as an alpha, but your human form she can take, I assure you. If you were looking for medical clearance in that regard,” he winked at his friend and the latter scowled.

“I’m not,” Harry warned.

“Mhmmm… I’m sure you’re not. But just in case at some point, you know… there’s no reason you two couldn’t have a little fun. You definitely can’t get her pregnant, since she’s human so that’s just physically not possible.”

Harry didn’t know why, but hearing he couldn’t get her pregnant if he tried felt like a pang in his chest. He’d suspected as much himself, of course, what with them being practically different species. But this was just another reason not to pursue her in the grand scheme of things.

“Just think of that as a bonus! Maybe don’t knot in her though. Would hate for the alpha himself to deconspire our sacred secret.” Niall realized he should shut up when Harry began to emit a low growl.

The assistant brought Y/N back into the office and handed Niall the X-ray, and he immediately placed it over the negatoscope. “Okay, good news my dear. Everything looks great, bone-wise. I’ll prescribe you something for the swelling to go down faster, but maybe just keep weight off of it for a couple more days. Then resume walking as normal, but nothing too strenuous for a week or two.”

“Oh… at all? I’m glad it’s nothing serious, but do you think taking all these extra precautions is necessary then? My work kinda demands I walk quite a lot… on uneven terrain.”

“Oh? What do you do?”

“I’m a forest ranger.”

Niall looked up at her, interrupting writing down her prescription, “Oh. Interesting. Over at Silver Wolf?”

“Yeah.” she smiled, “Have you been?”

Niall smiled to himself, resuming his writing, “Oh, yes I have. Grew up around those parts, pretty much.”

“Oh, that’s nice.”

Niall shot Harry a knowing look, handing him the prescription since he was standing closer to the desk then looked back over to her, “I’m afraid you’re gonna have to ask your colleagues to fill in for you on ground duties for a bit, Y/N. Otherwise, it’s gonna take ages to recover. Not to mention you're prone to injuring yourself again. Alright? I’m sure you can arrange something. Officer.” He winked at the girl and she smiled back, then he walked them out of the office, with Harry avoiding making eye contact til the very end when the two shook hands and he made sure to remind his friend of the difference in strength between an alpha and a beta.

Once they were back in the car things were silent again. Glancing over toward the girl he wondered what was going through her mind. He preferred her little attitude rather than her silence. It led him to think that he actually had hurt her in some way by leaving so abruptly the day before. But that was for the best. For both of them.

Yet here he was once again, testing the waters, so to speak. Why was he doing this to himself? He probably knew the answer to that. It was hard to admit that he was feeling this way for a human. But no one else had piqued his interest the way Y/N had. 

Harry helped her back to her front door but was quick to say his goodbyes, mentioning he had things to do, which he did of course. Edward had been left alone for too long and as much as he wouldn’t mind sticking around with Y/N a little longer, his nephew was his immediate priority.

Y/N couldn’t figure the man out. Just the day before he’d run out on her and left her in a very vulnerable position. And then he showed up the very next morning acting as if nothing had happened. As if he hadn’t had his hands on her legs and pressing the pads of his fingers into her waist. As if he hadn’t been looking at her with the same longing she felt in her chest.

But he didn’t even come in after he helped her to her door. In fact, he didn’t do much in the way of any sort of signal that he was interested. He’d barely even spoken to her on the car ride back to her house other than to ask her for her ID when they stopped at the drive-through pharmacy to pick up her prescription. She tried not to let the small bit of disappointment that was simmering in her tummy surface at that thought. Maybe she’d misread everything and the brushes of his fingers on her skin and the look in his eyes were all in her head. She couldn’t wrap her mind around why she found that dispiriting. Because she barely even knew him. She didn’t need to get involved with someone like him. Someone who was likely involved in something illegal.

Sitting down on her couch she realized her mug and tea bags weren’t on her coffee table, and the blanket she’d been cocooned in before Harry arrived was neatly folded and draped over the back of her couch.

Huh, that’s weird. 

She knew Harry must have done it because she hadn’t gotten around to cleaning before he showed up. This kind gesture was just another thing to add to the list of her confused feelings.

She wondered what Harry was doing that had him leaving so quickly. Maybe he really did have things to do like he said. She imagined him driving up to some sketchy abandoned warehouse in his crazy expensive Mercedes G-Wagon he’d picked her up in. She shook her head with a laugh. He was a mystery for sure. She couldn’t even begin to imagine what he was actually up to. 

*

When Harry was about 100 yards from his cabin he smelled a distinct scent. It was faint but familiar. It was the scent of the girl. He knew it was because she’d been in his bedroom and lying on the fabric of his blankets and pillows, but he hadn’t expected that specific scent. 

He licked his lips and walked through his front door to see Edward on the couch with his ears perked but Harry could barely pay attention to the pup because her smell was overwhelming to him. It shouldn’t have been that strong. Not that particular one anyway. 

Following his nose to the bedroom, he wasn’t surprised the fragrance was coming from inside the room. He crawled onto his bed and inhaled picking up only trace hints of the smell he was honing in on. If it wasn’t coming from the blankets on his bed…

Another sniff led him toward the floor in the space between the wall and the bed. He put his feet down on the floor and crouched. There was a piece of blue fabric under the bed. Harry reached for the sacred garment, knowing exactly what it was. He’d seen it on her the day before and now it was lying on the floor in his bedroom.

Harry’s salivary glands began to react immediately and he huffed as he clenched his teeth. Without a single rational thought in his mind, he brought the blue panties up to his nose and inhaled deeply. The flavor overwhelmed his senses. He sighed and inhaled again, his heart beginning to pound wildly.

Harry plopped down on his bed and raised the panties up so he could get a good look. Basic bikini style in a cotton blend. Nothing like what he’d seen in the dresser at her apartment. These were her more practical panties but to Harry, there was nothing plain about them. He lifted the crotch upward and turned the material inside out to press his nose into the spot that had been sitting against her skin for many hours. 

It was delightful. It was the best thing he’d come across in a long time (aside from Y/N herself). He smiled when he permitted his tongue to taste the fabric and he panted, a small whine falling from his throat just before he began to vibrate with a purr. 

He forced himself to pull the panties away from his face when a very different kind of whine interrupted his delicious train of thought.

His nephew was standing in the doorway to the bedroom, no doubt expecting to spend some time with his uncle having been all by himself for longer than what he was used to. The accusatory look in the young one’s eyes made Harry stuff the panties deep into his pants’ pocket and stand up abruptly. 

“I’ll go get us something to eat, alright? Come on, go outside for a bit till I get back.”

And Harry did go hunt- although he hadn’t planned for it. He’d planned to take Edward back home with him. He only ever brought him over to the cabin while he had stuff to do outside of the pack, simply because he didn’t wanna leave him alone. He truly didn’t trust his own pack enough to do so. Which was food for thought…

So whenever he wasn’t at home, he’d take the pup with him and leave him at the cabin, then pick him up on the way back. The previous night he’d simply needed some time alone. His house back home was definitely big enough for privacy, but it made more sense to come back for his nephew the next morning. Only, he decided last minute he was going to take Y/N to see Niall after all, against his better judgment, and he’d gotten delayed. He felt guilty, in truth. Edward was probably wondering where he’d been for so long. And then when he got back to the cabin, he went straight for the panties and almost forgot about him being there entirely upon finding them.

So yes- he would bring them back something to eat, but he had something more urgent to take care of first if he wanted to be somewhat normal for the remainder of the evening. 

Finding a good soft spot to sit on, leaning against a tree trunk far enough away from the cabin, Harry took out the panties from his pocket with shaky hands. His eyes were surely glowing with how out of his mind he felt, the scent invading all of his senses. Another taste and a deep inhale had him hard in his pants again. His crude wolf nature wasn’t going to be able to let this go. He needed this. Part of him felt silly for being so hard up and not being able to control his urges. But another part of him was feral and unable to resist the temptation. 

Harry spit into his hand and over his tip, smoothing the saliva over himself. He bit his lip to keep his groans to a minimum. With one hand holding the crotch of the panties up to his nose and mouth and his other stroking himself quickly he worked his way toward an orgasm in record speed. The smell and the taste could have him getting off without touching himself if given enough time. He was sure of it.

Imagining her ass in the air and his hands grasping her soft hips as he plunged deeply into her felt so natural. It felt like his base response was the right one. With her soft voice and smooth skin, her lips parted and her body being jolted forward and spread apart for him…

A shaky moan fell from his lips when he began to come, pouring his release onto the forest floor in relief. With heavy breaths, he put the panties back into his pocket and wiped himself up. God, he wasn’t sure how he was going to deal with this. He couldn’t imagine enjoying the alpha female as much as he’d just enjoyed masturbating to Y/N’s panties. The alpha was pretty and she smelled nice, but that’s where it ended for him. And he just wasn’t sure that it was enough. 

*

Harry was a mess. He wasn’t sure how he’d made it through the night. He ended up not going back home since he brought food back to the cabin to share with his nephew. He made sure to spend enough time with Edward, telling him about his day- well, as much as he felt like sharing of course, and even shapeshifted again and played around with him for a bit to tire him out. 

Making sure to close the door to the bedroom after the little one had fallen asleep on the couch, he spent the night in the bed Y/N had slept in. It’d been pure torture. But he relished in it, like a masochist. He played with himself again using her panties. He wished he could preserve her scent somehow, though it was wearing off with how much he’d been sniffling and rubbing at them. But he couldn’t help himself. He felt possessed. 

Then after he’d found his release again, he buried his nose into the pillow and it felt like heaven. He’d seen her softer side a bit, and his imagination played into that. He liked to imagine her whispering sweet nothings into his ear while scratching at his scalp after he’d pleasured her over and over again, and they were both still breathing heavily, coming down from their highs. He imagined her satisfied and sleepy but still making sure to cradle him into her loving arms and dote on him before they both gave in to sleep. He’d be spent and he’d fight to stay awake and listen to her sweet voice some more. He’d make sure to switch and take her into his arms before he fell asleep so as to not accidentally crush her, nuzzling his nose in the crook of her neck and wishing he could mark her there for the whole world to see that she was his.

So when he woke up after alternating between sweet and filthy dreams of her, he tried to busy himself, get his mind off things, but he knew it was futile. One thing kept replaying incessantly in his head, over and over. 

She was his.

He knew it was impossible. He knew he was fooling himself, feeling reckless for every moment he allowed himself to even entertain the idea. But he at least needed to see her, quite desperately so. 

He shapeshifted to reach the station as quickly as possible, making sure to switch to his human form within considerable distance to be safe. On his way there he was growing more and more worried- he hoped he’d find her there and not on patrol somewhere, as per Niall’s orders. He was genuinely concerned for her. 

It was as if he couldn’t get there fast enough. He felt some sort of urgency in his bones he’d never experienced before. And when the ranger station came into view he could immediately tell why. She wasn’t alone.

Rationally, Harry was well aware that Y/N had co-workers. He was also well aware that most rangers were men. But the closer he got, the more he could pick up on the conversation she was having with one of them, and it made him stop in his tracks a few times to listen in before he made his presence known.

“It’s no bother at all, Y/N. Why take a cab when I can drive you, really now… you should’ve given me a call this morning, I would’ve come and picked you up on my way.”

“Really, it’s fine.” 

In truth, Y/N didn’t want Nick to know where she lived. She just had a feeling it was better if he never got to know that about her. But for some reason, he was making a big deal out of her slight limp and how she had to do office work for the next 2 weeks. She’d talked to her superior about it and handed him the note Niall had written for her work, and now Nick was lingering around the station when he should’ve been out patrolling on his own. 

Her eyes widened when a familiar presence came into view. He was standing in the doorframe, and Nick hadn’t heard him come in. Hell, she hadn’t either, but there he was, taking his aviator glasses off and hooking them into the neckline of his shirt, he’d skipped buttoning it up and it showed quite a bit of his torso, as per usual. She tried not to let her eyes linger but there was no helping it. He looked… good enough to eat.

Harry cleared his throat and looked the man straight in the eyes once Nick eventually turned around, “What can we do for you, sir?”

Harry disregarded him completely and shifted his gaze onto Y/N, “How are you? Any better?”

Nick stepped aside, as Harry approached her. She took in just how much he towered over her coworker and how confused the latter looked. She was enjoying this, she couldn’t lie. Both Harry’s attention coming in to check on her, and the fact that Nick was trying to figure out what it meant. Good. She wanted him thinking that maybe she and Harry had something going on, maybe he’d get the hint and stop hitting on her if he thought Harry was in the picture.

“She’s alright. And you are?”

Or not.

“Talking to her,” Harry replied, staring him down. “Shouldn’t you be out patrolling?”

Nick opened up his mouth to say something but hesitated. He looked over to Y/N and she put him out of his misery, “Go. You’re losing daylight. You’ve got more ground to cover without me and I really don’t wanna be late home this evening.”

“... Alright. Good day,” he nodded towards Harry, and when the courtesy wasn’t extended back he finally took his leave after locking out his rifle. 

“I don’t like him.”

“Somehow, I picked up on that. What are you doing here?”

“You never answered me,” he nudged towards her foot that was propped on a smaller stool. He was glad she was heeding Niall’s advice. Good. She’d soon make a full recovery.

She shrugged, “It’s… a bit better? Can’t really tell. Pain wise it’s a lot better, I’ve been taking the anti-inflammatory Niall prescribed. Uhm… I never got to properly thank you yesterday for taking me in. I really appreciate it. Thank you.”

The smallest smile pulled at his lips as he looked from each of her eyes and then took her face in. The way he looked at her suddenly had her forgetting all the doubts that she battled with just the day before. This was the look that haunted her. 

Before Harry could reply the station’s phone rang. Y/N reached across the desk but Harry picked up the receiver and handed it to her, pushing the phone closer towards her as he did so. 

“Silver Wolf Preserve. Yes, we organize guided tours. What area would you be interested in? Let me check our calendar.” Y/N went through their scheduled appointments on the PC and held the receiver between her shoulder and ear to type in the new appointment once she made sure they had an opening available on the requested date. She typed all the necessary info in and when she finally hung up, she looked around and Harry was gone.

Wondering if maybe he’d wandered off through the station, nosy as she knew him to be from how he very blatantly inspected her apartment (though she supposed that was kind of pot calling kettle black), she called out for him, “Harry?”

Finally, she noticed a post-it stuck on the pencil holder facing her, “See you around, officer.”

She audibly exhaled through her nose. She supposed it was for the best. She had work to do, and he was… distracting.

*

Y/N was happy to be finally able to put on two shoes instead of just the one that morning. Progress. She was still limping, keeping weight off of her foot, still stuck doing office work at the station for the foreseeable future, but it’d started raining for a bit and so, she wasn’t all that upset about it in the end. 

She was sipping her coffee at the desk, ready for a slow day when Nick walked into the station. She furrowed her brows at him confusedly, “Hey, you. Filling in for Tom?”

“No. He’s not here yet, then? – Good. I wanted a word with you in private.”

Y/N’s breath caught. That sounded like trouble. She’d hoped Harry had scared his advances away, “...Nothing you could have told me over the phone?”

Nick halted in front of the desk, hands on his hips, “How well do you know that guy from the other day? The one with the cocky attitude.”

“I… uhm, why are you asking?”

“He’s bad news. I’d stay away from him if I were you.”

Y/N felt like asking him what else was new, but instead, she cleared her throat and tried to feign ignorance, “What are you on about?”

“He followed me. More like stalked me. I went out after work last night, had a couple beers at the bar down the street from where I live. Parked my car at my building and walked there. Had my umbrella with me since it’d started pouring and really didn’t notice anything amiss. I was half a beer down when this guy sits next to me at the bar and when I look to my left, there he is. That guy. I initially thought that was just a weird coincidence, but your pal had a message to get across.”

“... What did he say?”

“He told me to stay away from you if I knew what was good for me. Told me to keep my dirty little paws off you, or else.” Y/N was at a loss for words. Stammering to get a word out, Nick cut her off, “He also kept calling me Mickey, he said it was like that pathetic little mouse, and that it was fitting. I swear to God, Y/N. I really had to hold back, I wanted to punch him in the face, but I didn’t wanna risk losing my badge over this. Who the fuck does this asshole think he is?!”

Y/N fought to keep her amusement to herself. Both for the Mickey Mouse remark, but especially for the way Nick actually thought he could take on Harry. 

“I don’t know what to tell you, Nick…”

“He’s trouble, Y/N.” He warned, pointing his finger at her as he walked out of the station, “He better not let me catch him in here again if he knows what’s good for him!”

When Y/N heard Nick get back into his car and drive off from the outside parking space, she allowed herself a chuckle. But sobering up, she recognized this was unacceptable on Harry’s behalf. Who did he think he was to do such a thing? It was unacceptable. He’d crossed a line. She wished she could get a hold of him and tell him off. 

Making the trek to his cabin was out of the question with the state of her ankle, and with it raining she wouldn’t have even tried. Plus, he might not even be there for all she knew. 

If only there were an easier way to get to him…

Glancing over to the PC, she searched on Google Maps for Dr. Niall Horan’s private practice. Two could play that game.

When she dialed the number, to her surprise, a familiar voice greeted her, rather than a receptionist.

“Hello! Um… hi! This is Y/N Y/L/N, from the other day?”

“Oh yes! Harry’s friend. How are you doing? Is everything okay?”

“Yes, actually my ankle is much better already. I was just surprised you answered the phone and not someone else. Caught me off guard,” she laughed.

“Oh yeah, Mitzy isn’t in yet, I got here before her to sort some paperwork prior to starting for the day. You’re calling quite early, are you sure everything is alright?”

Y/N grimaced, realizing he was right. It wasn’t even 9 yet. She’d been in such a hurry to get a hold of Harry after what Nick had just told her that she didn’t even think about that aspect. “Yeah, sorry– I didn’t realize I was calling that early. I just got into work myself. I wasn’t even aware of the time. I have to uber here now, and you never know how busy they are… so I just rather be early than late. Anyway– I’m digressing. I’m calling for a favor actually, I hope I’m not overstepping, though…”

Niall chuckled “Don’t worry about it, us early birds gotta stick together. What can I do for you, Y/N?”

“Well… this is gonna sound silly, but I recently updated my phone and lost all my contacts. I was wondering if you could give me Harry’s? I have no other means of contacting him, and it’s kind of an urgent matter…”

Niall smiled to himself. Yeah. She wouldn’t have any means of contacting him, that’s for sure. He was also pleased to see his hunches had probably been right about the duo. “Oh, I dunno, Y/N… that would be breaching that doctor-patient confidentiality…”

Y/N could hear the humor in his tone and mirrored it, “Well, seeing as Harry is your friend, you could maybe turn a blind eye just this once?” 

Niall laughed at her retort and gave her the number. Normally he wouldn’t dream of sharing Harry’s info like that, but for very different reasons than what she was imagining.

Thanking him and wishing him a good day ahead, Y/N shook off Niall’s infectious good mood. She was pissed, and she was gonna get some answers.

When Harry answered in that deep, coarse voice she pushed down the initial response to swoon at the sound. She was on a mission.

“Listen here, Harry… I don’t know who you think you are but you cannot go around stalking my co-worker and then threaten him! Why would you do such a thing? And you followed him? Do you not find that weird? Because I sure do! And what business is it of yours to tell him to stay away from me? Huh?”

Y/N kept going on with her tirade and Harry listened. He opened his mouth once or twice to respond but she didn’t let up.

“Furthermore, I barely even know you! What makes you think you can tell anyone what they can and can’t do around me? I don’t know what was going through your mind! What did you mean when you told him to stay away from me? That’s a weird thing to say to someone that I have to work with!”

When Y/N finally paused to take a breath Harry took the chance to finally respond as cooly as possible, “I’m sorry, who is this?”

Y/N could hear the smirk in his voice. He was playing games with her.

“You know good and well who I am. Are you not going to answer any of my questions?”

“Did he really go running off to you to tell on me? Scared him off that badly, did I?” 

A scoff fell from her mouth at his amused voice, he sounded mighty pleased with himself. “You’re something else, you know that? What you did was wrong and all I’m looking for is an explanation!”

Harry chuckled and that only served to piss her off further.

“Ughhh!” And with that, she pressed the end-call button and let out a breath to calm herself. She hoped she made her point clear. It felt good to tell him off like that.

Harry saved her number into his contacts and made a mental note to have a word with Niall for sharing his info without checking with him first. Not that he minded in this particular case, but still his friend knew better than to share his number considering how he knew he had to keep a very low profile. No, he was actually delighted to have this new means of communicating with her, already thinking of ways he could take advantage of it.

Usually, Harry never acted on impulse. He was a very calculated man, and so, he very seldom regretted any of his actions. However, he’d regretted confronting her co-worker as soon as he’d gotten back into his car that rainy night. He actually felt a bit embarrassed by what he’d done. By following Nick and telling him to back off he revealed that he was more interested in her than he wanted to let on. But that was all done and it couldn’t be changed. He was slightly amused by her upset, however. For some reason, he got a kick out of riling her up. Any passionate reaction he got out of her tickled him. But as much as he enjoyed her attitude he didn’t want her thinking she had the upper hand here. She was the only person he would allow to talk to him that way. If she only knew…

*

Grabbing her things off the desk and stuffing them into her backpack, Y/N was ready to call an uber at the end of her day at the station. Lindsy, the one who would be taking over the night shift was there, and her partner she’d patrolled with had already left. 

The truth was, she was stalling. She wasn’t used to her days going so slow and uneventful. She was alone for most of the day, cooped up at the station, and then going home she’d be alone some more. She knew the reason she was probably overly emotional was because she’d just started ovulating. Probably why she acted on impulse and did all that to get a hold of Harry’s number that morning to tell him off as soon as possible after what Nick had told her.

She was a bit regretful now, though. Knowing Nick, he’d probably exaggerated. Harry could’ve just been at that same bar by coincidence. And yes, he did overstep, telling him to stay away from her, but at the end of the day, that’s what Y/N actually wanted. He’d kinda done her a favor, although she was still not appreciative of the liberties he took in doing so.

But knowing what little she knew about Harry, he’d meant well. He could probably sense Nick’s interest in her when he’d been at the station and the way she wasn’t all that happy to have him reply in her stead when Harry had asked how she was feeling. So, he’d pieced together that he was probably annoying her, and he’d been right. 

Obviously, with the way Harry had laughed it off, he’d not seen it as that big of a deal.

But she always got a bit into her feels, much more predisposed to act on impulse when she was ovulating, and he’d been on the receiving end of it. She probably should’ve held off confronting him about it when he’d no doubt show up out of the blue again. She did miss him popping in unexpectedly, had kind of gotten used to it… and found that she even missed his presence. 

She’d probably go home now and watch some sappy drama on Netflix while she scarfed down the ice cream she kept in her freezer for this monthly occasion. Although she kinda wanted to check and see first if her co-worker maybe wanted to order in something at the station, to share dinner.

“I thought that was your uber outside, but it can’t be. Right? Like who the hell ubers in that?”

Y/N furrowed her brows, limping over to the window where Lindsy was looking outside to the small parking space they had out front of the station, “No, I haven’t called one yet…” she trailed off when she saw none other than Harry’s fancy Mercedes. 

The engine was audibly cut off, and then Harry stepped out of the car. Lindsay whistled lowly, “Well, damn. I was about to go off about visitors bothering us this late, but this kinda visitor I don’t mind– shit!” She took a step back when Harry looked straight at them through the window, “Do you think he heard me?”

Y/N took in her flustered co-worker and fought off her amusement while she grabbed her backpack, “Don’t be silly, he’s all the way out there. Ok. See ya, Lindsy. Have an easy one!”

Y/N was secretly gloating on the inside knowing her co-worker’s jaw was about to drop when she’d see her greeting Harry outside. “Here to challenge my colleague to a duel or something? He’s off duty today unless you got some issue with my other co-workers as well,” she glanced back over her shoulder to the window, and sure enough, Lindsay was standing there dumbfounded.

“Nah. She doesn’t seem to be into women.”

Y/N raised an eyebrow at him “Oh? That’s pretty presumptuous of you. So let me get this straight… you only have a problem with anyone who would present any interest in… me?”

Harry’s lips curled into a smile, as he raised his own eyebrow at her before pushing his body off of the side of his car and opening the passenger door for her, “That’s what I came here to say, actually. I was just looking out for you. Men can be dangerous when they get rejected, and I could tell he was making you uncomfortable the other day. I’m, uh…” he lowered his gaze while he kept the door open, waiting for her,  “I’m sorry if I overstepped.”

She got closer to the door, looking him in the eye, “I appreciate that. But you were right, he does kinda make me uncomfortable. So even though you went about it all wrong, behind my back, I’m lowkey glad you did. Maybe he’ll back off now.”

Harry wasn’t expecting that. She was always taking him aback with her candor, the sincerity with which she expressed her emotions. He wasn’t used to that at all. His kind were not in the habit of being vulnerable like that, their emotions always kept at bay, lest it clouded their judgment.

He lingered for a bit before closing the door after she got in, and walked to his side, joining her in the car. 

He cleared his throat, starting the engine, “I, uh, was thinking… I could take you home, or, there’s a much more exciting second option…”

“... Which is?” Y/N smiled widely at him when he finally met her gaze. He was acting bashful and she ate it up. 

“I know you must miss your little routine, swimming down at the lake. I could help you in and out of the water. Since the weather let up and it’s actually a nice, warm afternoon… sounds perfect to go for a dip, wouldn’t you say?”

Y/N was grinning in earnest now, “That does sound perfect, actually.”

Harry smiled back at her, a lopsided smile that showcased his perfect teeth and even a dimple she hadn’t been aware of before. She hadn’t really seen him do much else beside scowl until then. It was quite… disarming.

The drive was relatively short. Knowing her colleagues had patrolled for the night, they were safe to park the car on the nearest pathway without anyone ever knowing they’d been there. It was still a bit of an off-trail trek, and Harry insisted she’d piggyback again. When they got there, it was close to sunset, a bit later than her usual time frame, but that was her own fault for dilly-dallying at the station. She didn’t ask, but she had a hunch he’d stood parked there for a while until she finally left.

Y/N didn’t know why he was doing this. He’d apologized, and that was enough for her. He didn’t have to go out of his way like this. But she was secretly glad he did. Maybe a bit more than just glad.

Harry was losing his mind. He didn’t know whether it’d been the fact that he’d resisted temptation and hadn’t seen her in a bit- he’d grown so used to her presence already, but something about her was heightening all of his senses. It felt as though he had her panties flush against his nose the whole time. Her scent was ten times more potent than before. It made his eyes roll to the back of his head.

Reaching the lake, finally, he began unbuttoning his shirt right away and nudged at her to follow suit. She bit her lower lip and began mirroring his actions, and Harry had to swallow the lump in his throat when she shrugged her shirt off. Her bra wasn’t one of the ones he’d seen in her top dresser, but even so, the view was spectacular. Her cleavage was making his mouth water, he could even see her pointed nipples through the fabric. Her whole body was littered in goosebumps and he wondered if maybe this was going to be too cold for her. His own body temperature was much higher, and he could withstand much colder environments without any discomfort, but he was aware of the fragility of her human condition.

“Too cold?”

She blushed furiously when she saw him looking at her erect nipples, “No, it’s good. I’ll get used to it. But I usually come in a bit earlier, I get out of the water just as soon as the sun goes down and the temperature starts dropping considerably. Not to mention, you know… animals coming out. Can be dangerous.”

“You tell me when you start getting cold, alright? Don’t worry about animals. I’m here.”

She furrowed her brows, smiling at him. Yeah, he’d somehow scared those wolves away that night, but they were probably just caught off-guard. She was pretty sure he wouldn’t be able to fight off a bear though, should one happen upon them.

He crouched to help her with her shoes and then slid her socks off, and she unbuckled her belt, letting her trousers pool at her feet while he was still down there. Harry fought off a smile before standing up again and helping her to step out of her pants and tried for her sake not to ogle at her almost naked body.

“You’re not planning on swimming in those, are you?” she tried to keep her voice steady.

“I’m not, just not in the habit of, uhm… wearing underwear.”

Y/N felt her throat go dry, “What, like, ever? You just go commando?”

Harry kicked his chelsea boots off, “Yeah.”

“Isn’t that… uncomfortable?”

“It’s just a preference,” he shrugged, “Consider that a heads up.”

He then undid his fly and she barely had time to look away before she heard him discard the skinny jeans.

Harry scoffed, “Nothing that you haven’t seen before, sweetheart.”

“I was caught off-guard that first time!” she defended.

“Yeah- only took you the amount it took me to get to the shore to figure out I was naked, hm? I don’t mind it, obviously. Are you gonna keep all that on?”

She slowly turned to face him again, making sure her gaze only met his, “Yes. Shall we?”

He nodded “Are you alright with me carrying you like this?” he gestured to himself, referencing his state of undress.

“Yeah…” her voice was small but she was determined this wasn’t going to be an issue. It wasn’t an issue. He was right, she’d already seen him naked. Would a pair of boxers really have made that big of a difference?

…Probably yes, but it was too late now to back out of it. It wasn’t making her uncomfortable, in truth, just very shy, and she didn’t want to appear weak or silly in front of him. She didn’t want him knowing the level of effect he had on her.

She let him take her into his arms and walk them into the water. When the soles of her feet first touched the cold surface, she flinched, pulling away, and contracted her muscles which of course made her cry out in pain a bit.

Harry cursed at himself for having overlooked that. There was only one way to cut her suffering short though- and that was submerging the both of them fully into the water now that it had gotten past his middle- it was deep enough.

Resurfacing, Y/N wriggled her way out of his hold. He’d propelled them deeper and now they were deep enough for her to float. She splashed water at him, inhaling sharply through her mouth and panting heavily, “You jerk! Why’d you do that for?!”

“You were hurting your foot– this was the fastest way to get your body accustomed to the difference in temperature!”

“Couldn’t you at least warn me?! Hey, Y/N, hold your breath in for a sec?”

Harry threw his head back, laughing, “I don’t sound like that!” He splashed water back at her for mocking his English accent.

Y/N was momentarily frozen into place taking in the sight of him laughing with his whole body. It left her breathless, more than she already was. She averted her eyes when he looked back at her running his fingers through his wet hair, slicking it back.

Floating on her back, she allowed herself to calm down and enjoy the feeling of being weightless, something that was downright therapeutic for her injured foot, “This feels amazing.”

Harry just looked at her, taking her all in. She looked at ease, and he was happy for it. He was also glad to have her scent watered down a bit. It was driving him wild. He didn’t know how he was going to drive her all the way back home.

They both swam for a bit, and Y/N took note of his technique. He was a natural. Surely he must’ve done this his whole life. He moved in the water seamlessly. The sun had gone down and the moon was up in the sky, with stars slowly coming into view as well the darker it got.

She floated on her back again, taking in the view she so rarely got to see from inside the water. The sound of crickets and frogs were getting louder and louder, and Y/N felt her batteries recharge. She’d missed being out in nature, even though she's been cooped up in the station office for just a few days. She glanced over to her side and noticed it had actually gotten much darker than she realized. She could barely see the outline of Harry’s profile, illuminated by the moon, as he floated on his back near her. Somehow, as though he’d sensed her looking, he turned his face to the side to meet her gaze. 

“Getting cold?” he murmured.

She nodded, submerging herself up to her torso, her toes touching the floor of the lake if she wanted, “A bit, yeah. I don’t want to go, though…”

He mirrored her actions and got closer to her. His skin glistened in the moonlight, and his eyes seemed all the more brighter. She could never get over his eyes. They were mesmerizing. She hadn’t even had the presence of mind to realize that he’d brought his arms around her until she took note of how closely she could look into his eyes. He was holding her close to his body. Impossibly close.

“Better?”

Y/N nodded slowly, not sure what to do or say next. She could hear the water droplets break the surface of the water as they rolled from off of his face, that’s how close they were. Could hear him breathing. 

She brought her hands over his pecs, tracing the outlines of the swallows tattooed on each side, then rested her palms flat against them, “You’re so warm…”

He was seemingly emanating warmth. Her own hands were cold as ice against his skin. She looked back into his eyes, ungluing her own from her palms resting over the tattoos. Then her gaze inadvertently dropped to his mouth, and she wondered whether his lips would be just as warm. As if reading her mind, his tongue peeked between them, wetting his lips, and she glanced back into his eyes. But his were focusing on her own mouth, his lids heavy and his breathing a bit shallower. His heart beating a bit faster under her palm- or was she just imagining it all? She couldn’t break away from under the gravity of the moment to be able to tell. She felt as though she was in a trance.

She felt his fingers squeeze at her midsection a bit, pressing her even closer to him, flush against his body, and she gasped feeling him poke into her abdomen in doing so.

“Are you going to keep these on when you get dressed? You’re going to soak your clothes…”

His voice was deep, yet quiet. Barely above a whisper. It sent shivers through her body, and not because she was cold anymore. In fact, she felt as though she was on fire.

“I… I suppose not.”

Harry was teasing her a bit for not having foreseen having to take off her underwear anyway- but the reaction he got out of her was much better than he could’ve ever anticipated.

Without taking her eyes off his, she bent her arms so that she could reach the clasp at the back, unhooking her bra and peeling it off, throwing it into the water without a care. The top of her breasts were barely breaking surface, her nipples still obscured from his view, but Harry’s mouth fell open at her brazen act. His hands wandered further up her body, until his thumbs reached the undersides of her breasts, thumbing at the curve of them there, back and forth, ever so slightly. 

She allowed herself to let her hands travel further as well, the tips of her fingers reaching underneath his wet curls at the nape of his neck. In doing so, she’d pushed her body slightly higher up in the water, her torso emerging from underneath the surface completely.

His hands went under her bum on instinct, supporting her fully, bringing her eye level to him, and her legs went around his torso, his hardened cock now pressing into the underside of her left thigh. She couldn’t help but card her fingers through his hair, their noses coming into contact, him tracing the tip of his around hers until tilting his head sufficiently to the side and capturing her lips between his. He sunk his fingers into her fleshy bum when she opened up her mouth and invited his tongue in with a breathy moan.

The moment his lips met hers he was changed. Her soft mouth and wet tongue tasted and felt even better than he’d imagined, and he’d certainly imagined it. And her sweet moan would have made him weak in the knees if he were standing on land. He’d never felt anything so hot and intimate in his life. A part of himself knew that once he kissed her he’d be unable to stop pursuing her. He was already obsessed. But the feel of her fingers in his hair, her plush thighs wrapped around his middle, the way she slid her tongue against his and sipped at the tip when she closed her mouth around it… he could barely hold it together. This had just gone beyond obsession. 

He wanted to bring her to the shore and show her what else his mouth and tongue could do. Hear more of her little moans and whimpers as he satisfied his hunger for her.

With his fingers digging into her bottom he pulled her in closer and felt the skin of her thigh pressed hard into his prick. She gasped at the feel of it and he smiled into the kiss. His own heart was pounding so hard he could hear it. He wished that she wasn’t wearing underwear so he could press himself to her center, just to feel the heat, the slippery mess he knew must be leaking out into her panties.

Keeping hold of her bum on one side with one hand, he slowly moved the other upward, over her ribs, and ghosted the underside of her breast again, needing another feel. He really wanted to lay her flat on her back and knead them in his hands and then flip her to her tummy and do the same with her bottom before stuffing his face into the fragrant warmth between her thighs.

Another moan fell from her lips and Harry parted from her with a gasp. Both of their chests rising and falling quickly. With his forehead leaning against hers, Harry kept his eyes closed because he was certain they were glowing golden with how worked up he’d gotten. He would have continued kissing her all night but he could feel her shivering, despite his own warmth surrounding her. He needed to get her out of the cold water. And he needed to calm himself with a few deep breaths.

“Let’s get you out and dried off so you can warm up,” Harry whispered softly so as to not break the delicate moment. He held her close so she couldn’t see his eyes as he brought them both out of the water, going a little slower than he normally would to give his body and his wolf time to settle.

With his hands releasing her thighs he gently placed her down, unable to deny himself from the briefest glance at her bare breasts before quickly looking back into her eyes. He couldn’t look at her body for too long or he’d start to lose it again. 

He quickly bent to her pile of clothing and went for her shirt to bring it to her, but before he could straighten back up, she threw her drenched panties right under his nose.

Harry tried to keep his composure, making sure to keep his eyes on hers as he approached her again, placing her shirt over her shoulders, and then running his own hands up and down her frame to warm her up. 

Y/N melted at his affectionate gesture, especially after throwing her panties over to him like that. She expected him to look at her hungrily, maybe even try for more, but his priority was getting her warm. And she was getting warm. From the inside out. 

He bent to get her pants next, while she shrugged her arms into the shirt properly, buttoning it up. He crouched in front of her the same way he’d helped her take them off, and she placed one hand on his shoulder for stability, noting how he was keeping his eyes firmly on her feet, gently helping her by bringing the material up her legs and when he reached the hem of her shirt he sat up straight, looking her right in the eyes again.

She tucked it into the trousers and secured her belt while he retrieved his own pants. She wished she could extend him the same courtesy but she wasn’t as strong as he was. Not only that, it was hard to miss. 

Y/N already knew that his dick, even in just its flaccid state, was more sizable than any man she’d seen before but she was not quite prepared for its aroused state. Watching him move with his fully erect cock, heavy and swaying under its weight had her clenching and squeezing her thighs together involuntarily. She imagined the way it felt so hard and thick under her thigh when they were in the water. It made her palms sweat just knowing that that had just been pressed against her body.

She watched with labored breathing as he winced with a scowl, trying to tuck his erection into those skinny jeans of his. Which proved to be an issue when he had been unable to button his pants, his thick crown was pushing out over the top of the waistband of his jeans in a teasing call. Her mouth dropped open. Maybe that’s why he preferred going commando. Perhaps it was out of necessity more than preference given that it seemed unlikely anything could contain him.

He next bent to pick up his own shirt and on his way back up, he halted, taking her in. Her shirt had clung onto her damp body, the outlines of her breasts still deliciously visible, her wet hair dripping over top and making the shirt even more see-through. He’d just seen her naked but this was just as enticing. Getting her clothes on had done nothing to dampen his desire for her.  

Instead of putting his shirt back on, he decided to add another layer of warmth to the girl, placing it over her shoulders. She wasn’t shivering anymore, but he could tell she felt cold still, and he really didn’t need it. Looking at her engulfed in his much nicer, larger shirt, knowing his scent was going to cling onto her now and follow her into her bed that night made him even more feral. If nothing else, this would be the way he’d brand her as his in that moment. It was a far cry from what he actually wanted to do, but it was making him wild nonetheless. He imagined her swaddled into the nicest furs in his den, her skin just as damp but from sweat and their mixed juices, her body trembling from ecstasy, not cold.

He swiftly placed his hand around the front of her neck and pulled her in for a quick, wet kiss that had her feeling dizzy. She’d never had a man put his hands on her neck before and the way Harry had done it, so tenderly, and confidently would have her rethinking all of her favorite intimate experiences. Surely this one had just replaced them all for top spot. No, it most definitely had.

His hand lingered on her neck as he rested his forehead against hers, and rubbed the tip of his nose to hers, trying to collect himself once more, “We need to leave before I lose my senses completely, Y/N. You don’t know how much it’s taking me to keep from doing unspeakable things to you right now. And you’d let me, wouldn’t you?”

His voice was low and he’d even added a slight squeeze around her throat at the end there, for emphasis. It almost rendered Y/N unconscious, but not for lack of airflow. She felt like she was floating. Her voice came out small and shaky with need, “Please.”

Harry squeezed his eyes shut, exhaling deeply through his nose and forcing himself to push his body away from hers. He didn’t trust his hand around her fragile neck with the state he was in, he didn’t trust his hands on her body at all, or even himself in her proximity. He wanted to devour her. 

“Careful what you ask for, sweetheart.”

Chapter 6

A/N: (@fkinavocado and @gurugirl here) We barely made it out alive writing this one, guys. Hope you all enjoyed 🥵14k is pretty impressive, so we expect lengthy feedback- we think we deserve it ❤️

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Top investors in space in India

Why Venture Capitalists Are Betting Big on India’s Space Sector

A Thriving Ecosystem of Space Startups: India’s space ecosystem is no longer limited to government-run entities like the Indian Space Research Organisation (ISRO). Today, a surge of innovative space startups are taking the stage, offering cutting-edge solutions in satellite technology, launch services, space data analytics, and more. Companies like Skyroot Aerospace, Agnikul Cosmos, and Pixxel lead the charge, each carving out a unique niche. These startups are pushing the boundaries of what’s possible, driving investor interest with the potential for high returns in a relatively untapped market.

Strong Government Support and Policy Reforms: One of the key reasons behind the surge in space venture capital in India is the proactive stance taken by the Indian government. Recent policy reforms have opened the doors for private players to participate in space activities, previously dominated by ISRO. Establishing IN-SPACe (Indian National Space Promotion and Authorization Center) is a significant step, providing a regulatory framework that encourages private sector involvement. Such government support has given investors in space in India the confidence to back ambitious projects, knowing there’s a clear path for private ventures.

Cost-Effective Innovation as a Competitive Edge: India’s reputation for cost-effective innovation is another major attraction for investors. Launching satellites at a fraction of the cost compared to global competitors has positioned India as a hub for affordable space technology. This competitive edge not only allows Indian space startups to thrive domestically but also makes them attractive on the international stage. Investors are keen to support companies that can deliver world-class technology with lower capital outlays, reducing investment risks while promising impressive returns.

Global Interest in Indian Talent and Expertise: India’s space sector is not just about affordability; it’s about world-class talent. The country boasts a deep pool of highly skilled engineers, scientists, and entrepreneurs with expertise in aerospace and technology. This talent pool has been instrumental in driving innovation and attracting global attention. International investors are increasingly looking to partner with Indian space startups, recognizing the country’s unique blend of technical prowess and entrepreneurial spirit.

A Growing Market for Space-Based Services: The market for space-based services, including satellite communications, Earth observation, and data analytics, is expanding rapidly. In India, this growth is driven by rising demand from industries such as agriculture, telecommunications, logistics, and defense. With space technology playing a crucial role in optimizing these sectors, investors see an opportunity to capitalize on the potential for domestic and international applications. Space-based services represent a lucrative market, attracting space venture capital in India to back startups that can cater to these needs.

Strategic Partnerships and Collaborations: Indian space startups are not working in isolation; they are forming strategic partnerships with global companies and space agencies. Collaborations with NASA, ESA (European Space Agency), and private companies have opened up new opportunities for technology sharing, funding, and market access. These partnerships have also strengthened investor confidence, as they reduce risks and validate the technology being developed by Indian companies. For investors in space in India, such collaborations signal a promising future, driving more venture capital into the sector.

A New Era of Commercial Space Exploration: The idea of commercial space exploration, once confined to science fiction, is now becoming a reality. From reusable rockets to satellite constellations, Indian space startups are exploring new frontiers that were once considered out of reach. This new era of commercial space exploration has piqued the interest of venture capitalists who see the potential for profitable exits through IPOs, acquisitions, and global partnerships. With private space missions no longer just a dream, space venture capital in India is ready to fuel the next big leap.

Encouraging Signs from Successful Fundraising Rounds: The confidence in India’s space sector is evident from the successful fundraising rounds by leading space startups. Companies like Skyroot Aerospace and Agnikul Cosmos have secured millions in funding from top-tier venture capital firms. These funding rounds not only provide the necessary resources for scaling but also act as a signal to other investors that the Indian space market is mature and ready for high-stakes investment. The momentum created by these early successes is a clear indicator of why investors in space in India are increasingly willing to place their bets.

Conclusion: A Promising Orbit for Investment India’s space sector is on an exciting trajectory. With a favorable policy environment, a surge of innovative startups, and a proven track record of cost-effective solutions, it’s no wonder that space venture capital in India is booming. As the country continues to explore new frontiers and expand its role in global space exploration, venture capitalists are set to play a pivotal role in shaping the future. For those looking to invest in the final frontier, India’s space industry presents a unique opportunity to be part of a revolution that’s only just beginning.

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Anonymous asked: What do you think of David Beckham?

As a footballer or as a brand? I find David Beckham more interesting to observe as a brand than as a footballer simply because he paved the way as a modern pioneer of inventing one’s own personal brand. And in turn he influenced how we all, in varying degrees, curate our social media identities as a part of developing our own brand (whether we do so consciously or not, it’s the lens the world sees us through).

I thought your question worth answering as a result of having a fascinating series of conversations with an old school friend over drinks and dinners who works as a luxury branding whizz here in Dubai. She’s followed the Beckham brand ever since she did her MBA and specialised in marketing luxury brands - she also happens to be a mad Manchester United fan (and even consulted for the club on commercialising their global brand outside of Europe). She was giving me a master class in branding the wine my cousins and I have been producing on our old creaky vineyard back in France. I don’t always buy her arguments but I do listen to her as she’s incredibly smart and brilliant in her job - no wonder she is sought out by many luxury brands to help them capitalise on their marketing and image.

As a huge sports fan I do admire David Beckham’s sporting achievements and I have always thought he was was underrated as a football player. I’m saying this not as a Manchester United fan but as a footballing fan. The only team I religiously follow is a local team many, many divisions down, and well away from the big leagues and play on a boggy pitch and the spectator stands leak from the roof down when it rains. So I’m not being partisan, as I know how deeply tribal football fans can be, which is part of the beauty of the beautiful game. I only knew of David Beckham as a little girl watching others watch him and the famed Manchester United football team play on satellite television when I was living overseas across South Asia and the Far East.

People even to this day in the West don’t fully understand how popular not only football is but also how well supported Manchester United football club as a brand really is in those parts of the world, including Africa too. It’s a cliché to say talking about football is an ideal ice breaker between cultures and day to day interactions on the streets and markets. It’s hard for Americans to understand especially how football - the real football that we Brits invented - is the international lingua franca of cultures.

Even here in Dubai where I am enjoying going to the World Cup matches in nearby Qatar. The ‘water cooler’ talk around the office and out in the hotel bars and cafés has been about football, and nothing else. Because I work in the corporate world I’ve gone to my share of many World Cup champagne events and receptions sponsored by corporates and FIFA. Amidst the glitz and glamour, you realise football is seriously big business on a global scale.

Sorry, I digress. But I guess it’s related as Beckham has come under harsh criticism for his ongoing role as an ambassador for the World Cup in Qatar. Beckham has been one of the most high-profile stars to support the tournament, appearing in several promotional videos, and has received a hefty sum of money for his work. It was reported in 2021 that former England legend Beckham signed a deal worth £15m-a-year for a 10 year deal, therefore making a £150 million in total. Beckham - as part of his brand - has long been considered an icon in the gay community. So his involvement in the tournament as the Qatari face of the World Cup has been met with upset and dismay by many in that community, which is their right of course.

As my luxury branding whizz friend put it, it’s hard to separate Beckham the footballer and Beckham the brand simply because from almost the beginning the two were entwined as Beckham’s football star shone.

It’s worth recapping that Beckham's distinguished playing career has been spent mainly with two of the most recognisable professional football teams in the world, Manchester United (his boyhood club) and later, Real Madrid. He built his reputation playing for Manchester United in the English Premier League when the English game, drunk on sponsorship money, began to grip the attention of the entire world. During his 10 years at the club, Manchester United dominated the English Premier League, which both then and now is widely recognised as one of the best and most competitive soccer leagues in the world - and of course the most watched.

During his tenure with Manchester United, Beckham won six English Premiership titles, and was a pivotal member of the Manchester United team that won a unique football treble in 1999, garnering the Premiership, FA Cup, and UEFA Champions league in the same season. Though a midfielder, Beckham scored 86 goals for Manchester United. Beckham's fame, though, was less from his goal-scoring prowess than his ability to deliver pinpoint crosses, strike 40-yard penetrating through balls with unerring accuracy, and bend his signature free kicks around and over defensive walls. ‘Bend it like Beckham’ became a catchphrase made famous of a cute romcom movie of the same name.

Beckham's international career has been luminous. In March 2008, Beckham represented the England national team for the 100th time, making him a member of a very exclusive club. Only four other Englishmen, Peter Shilton (125), Bobby Moore (108), Bobby Charlton (106), and Billy Wright (105) had reached this milestone before Beckham. Beckham's stellar international career has included representing England in the 1998, 2002, and 2006 World Cup final tournaments, and he holds the distinction of being the first-ever English player to score in three successive World Cups. He served his country as its talismanic captain from 2000 through the 2006 World Cups. As captain, Beckham led his England team through example, including some at-times virtuoso performances such as his last-minute bending free kick goal against Greece that secured the England national team's qualification for the 2002 World Cup Finals.

Such performances for the national team endeared him to the English public and Beckham's right foot was even referred to as one of Britain's "national treasures" by Hugh Grant's character, in the 2003 film Love Actually. This and other game-changing performances propelled Beckham mania to unprecedented levels, even prompting The Sun tabloid newspaper to call for Beckham to be knighted. Popular support was there, and in 2003, Beckham was awarded the Order of the British Empire (OBE) in the Queen's birthday honours list for services to football.

His importance to the national team was highlighted when a broken metatarsal bone in his foot, two months before the 2002 World Cup, bumped the death of the Queen Mother from the front pages of several popular newspapers. Prime Minister Tony Blair publicly implored the nation to be optimistic and the press, both English and foreign, urged their readers to pray for his swift recovery so that he could play for England in the tournament. Beckham recovered in time to be featured in the 2002 World Cup Finals, and scored the winning goal against England's arch-rival, Argentina, before the team was eliminated by Brazil in the quarterfinals. In the same year Beckham was selected as the 33rd greatest Briton of all time by the BBC, the highest position attained by any sports figure.

Although Beckham is perhaps the epitome of the successful postmodern global sport celebrity, his soccer career has had its downtimes, during which he has endured much hostility from England's football fans and severe criticism in the press. Such occurred in the 1998 World Cup finals, when, against arch-nemesis Argentina, with the game delicately poised, Beckham was given a red card and sent off from the field of play for retaliating against an Argentine player. This meant that England was reduced to playing with 10 men, and although the team held the 11 players representing Argentina to a draw by the end of the game, but they were eliminated by a penalty shoot-out.

This lapse of judgement did not go unpunished. England's national pride had been damaged and Beckham was widely vilified in the media for England's premature elimination from the 1998 Cup. Typifying the negative newspaper accounts of Beckham's sending-off, The Mirror's headline tabloid headline read "ten heroic lions, one stupid boy".

After enduring a season of terrace taunts from opposing team fans, Beckham gradually rebuilt his football reputation and popular appeal. Indeed the season after, he played a pivotal role in winning three trophies, the Premier League, the F.A. Cup, and the European Champions League, aptly dubbed the treble, with Manchester United in 1999 in Barcelona.

As his field performances improved, so his image reached iconic status. It peaked in April 1999 when Time Out magazine went as far as to portray Beckham as a pseudo-Christ-like figure and featured him on the front cover in white trousers and see-through shirt in a pose evocative of Christ and the crucifixion. The caption read: "Easter Exclusive: The Resurrection of David Beckham".

In 2003, Beckham left Manchester United for Real Madrid. They paid $41 million for his services as their president, Florentino Perez, sought to build a club of global football superstars known as ‘the Galacticos’ era. Beckham joined a team that included the best-known names in the sport, including Frenchman Zinedine Zidane, Spain's Luis Figo, and Brazil's Ronaldo. This turned out to be an ill-fated strategy as despite their galaxy of football super-heroes, Real Madrid only won one trophy, Spain's La Liga title, during Beckham's time at the club.

Commentators at the time, though, noted the club's upturn in commercial appeal and speculated that the true impetus for the transfer was more Beckham's global celebrity and iconic appeal rather than his playing ability. There is some truth in this. Some commercial synergies were evident with both Beckham and Real Madrid having sponsorship deals with Adidas and Pepsi. Both gained from Beckham's Spanish presence. Real Madrid's commercial revenue from club merchandise sales, such as replica shirts, increased 67% in Beckham's first season alone.

The acquisition of Beckham also helped open up new markets in Asia and the United States with exhibition matches and tours. Such was his impact that it was claimed that the "Beckonomics" of the transfer helped to propel Real Madrid past Beckham's former club Manchester United as the world's richest club in 2006 (according to Deloitte Annual Review of Football Finance, 2006 - the bible of football economics).

Beckham has always had his critics, many of whom note that his off-the-field persona masks deficiencies in his on-field performances. Such critics cite that Beckham is "less than the complete" football player, while claiming that he is too one-dimensional in his abilities to deliver the telling through ball, the in-swinging corner, or the pinpoint crosses and free kicks. They point to his lack of genuine pace, his underdeveloped left-footed play, his poor heading, and his dearth of one-on-one dribbling skills. These deficiencies, they note, despite his stellar offensive set-piece play, limit his overall team contribution at the highest levels of the game.

The career of David Beckham, celebrity soccer player, has had its highs and lows. But through it all, one thing has remained constant, David Beckham has rarely ventured out of the media or the public eye. For a decade, from his 1995 debut for Manchester United, his career went from strength to strength, his on-field brilliance matched only by his soaring marketing appeal in a sport that massively commercialised in the 1990s.

But as he hit his thirties, the Beckham star began to fade, and from 2006, his career has experienced turbulence. After resigning the England captaincy in the aftermath of England's disappointing exit at the quarterfinal stage of the 2006 World Cup, Beckham was subsequently dropped from the England national team squad in August 2006. In 2003 he moved from Manchester United to join famed Spanish soccer club, Real Madrid. By the end of 2006, he could not hold on to his first team place and it seemed that Beckham's fabled soccer career was declining. As he fell from footballing grace, Beckham's commercial celebrity appeal also eroded as he lost several lucrative endorsement contracts, most notably as the face man for Police sunglasses and the brand ambassador for Gillette.

However, just as everyone was writing him off, Beckham, not for the first time in his fabled career, reinvented himself. The football and entertainment world was stunned in January 2007, when he signed with the Los Angeles Galaxy of Major League Soccer (MLS) in the United States, and the next phase of Brand Beckham was re-invented. It began in sensational style. In a sports world unfazed by gargantuan sports contracts, Beckham signed a contract that amazed even the most hardened of sports commentators. Worth an estimated $250 million over five years, Beckham's Los Angeles Galaxy contract was signed only after the passing of a new MLS rule, the "designated player rule" (subsequently dubbed the ‘Beckham rule’), which permitted MLS teams to pay above the salary cap for two players.

The contract was stunning, but fully reflected Beckham's global football notoriety and his Hollywood good looks. Carefully crafted by Simon Fuller, the architect of American Idol and former manager of the Spice Girls, Beckham's MLS deal dwarfed that of marquee athletes in the traditionally mainstream American sports of American football, baseball, and basketball. Beckham's contract was thought to be justified by his popular and global appeal. It enabled him to benefit financially from all his image rights, related sponsorships and endorsements, as well as sharing in team replica shirt and club ticket sales. In effect Beckham's contract made him a partner with the Los Angeles Galaxy's owners, the Anschultz Entertainment group.

The Beckham signing was deemed a watershed moment for U.S. soccer but also for Brand Beckham. It opened doors in Hollywood for Beckham and his wife, Victoria. The combination of Beckham's persona, English, tall, lean, good looking, with glittering athletic skills, and a celebrity wife, Victoria "Posh Spice" Beckham, was tailor-made for Hollywood, Los Angeles, and the MLS. It provided Beckham with new opportunities to generate excitement in U.S. soccer, reignite his soccer career and also to ply his looks and commercial skills in the world's most lucrative marketplace - Hollywood.

There is no question that it has been Victoria Beckham who has been the power behind the Beckham throne. Victoria Beckham never claimed to be the best singer in the Spice Girls, or the best dancer either. Nor was David Beckham necessarily the greatest footballer ever to wear a Manchester United shirt. The team’s former manager Alex Ferguson once said he had only ever worked with four world-class players, and didn’t include Beckham on his list. Yet, by dint of hard work, strategic decision-making and a remarkable ability to stay likeable even while becoming preposterously rich, the Beckhams have achieved the goal Victoria identified back in 2001, when she wrote of wanting to be “as famous as Persil Automatic”.

They have evolved beyond mere celebrities into a fully fledged brand, a household name as familiar and comforting as your daily breakfast cereal or family car. What they seem to have understood is that fame comes and goes, but brands have the power to get inside your head.

They had met in 1997 at a charity football match, although each already had their eye on the other. (As David Beckham noted in his autobiography: “My wife picked me out of a soccer sticker book. And I chose her off the telly.”) Within two years they had got engaged, had their first son, Brooklyn, and married; it was shortly after the wedding that the red tops coined the phrase “Brand Beckham”, describing the way each boosted the other’s already significant pulling power.

When he and Victoria first got together, they were the first celebrity couple you could have on both back page and front page. There wasn’t a part of the paper they couldn’t feature in, a conversation that you couldn’t find a way of fitting them into. The timing was perfect - just as football was evolving from a sport into a 24/7 entertainment business. From the start, both partners embodied not just glamour but the highly appealing values of groundedness and hard graft. He was the son of a gas fitter, who worked his way up in football through the academy programme; she turned out to be just as driven, doggedly establishing an unexpectedly credible new career in fashion when the Spice Girls folded rather than remain a football ‘Wag’ (Wives and Girlfriend of a celebrity sportsman).

Victoria Beckham has been the queen of reinvention. She’s constantly doing new things: establishing herself as a designer, bringing out a children’s wear collection, adopting new tech.

But it’s the licensing and sponsorship deals using David’s name and image that have quietly proved the money spinner. In the last decade, the Beckhams officially became dollar billionaires, thanks in part to the lucrative corporate tie-ins covering everything from watches and whisky to pants and skincare that David has amassed since retiring from football in 2013. (Her fashion label, Victoria Beckham Ltd, launched in 2008 and has yet to turn a profit, although that’s not unusual in fashion.) They may not be in the Kardashians’ financial league, but the Beckhams are a really good, British branded business whose core value is intellectual property.

The approach the Beckhams took to brand building was uncommon for celebrities in that it was strategic, well-advised and purposefully planned. The alignment of their personal interests and passions with business and philanthropic pursuits, enabled the brand to be sustained over time. They’re not ‘going through the motions’. For example, Beckham’s role in football may have evolved from player to owner of Inter Miami football franchise, but it’s still sustained by his passion for football. The Beckhams were extremely forward thinking with their approach to building a ‘brand’ all those years ago.

Before the Kardashians came traipsing through the showbiz world, the Beckhams lead supreme. They worked hard, always had good people around them and their main objective was to protect the brand at all costs. It’s no surprise Brand Beckham is where it is right now as a global entity that shows no sign of slowing down.

Through his world-class soccer exploits and his multiple off-field personas, Beckham has not just become a brand, but a portfolio of brands. A brand is an intangible "mental box" or a creation or an association that exists in the mind of the consumer that adds value to products and services. In Beckham's case his global popularity and iconic image has resulted in him adding significant brand value and goodwill to the various companies he is a spokesman for and the multitude of different products and services that he endorses. Together with his wife, Victoria, they actually have their own dVb (David and Victoria Beckham), brand label.

He is, in effect, not one brand, but an entire portfolio of brands, each representing a part of the chameleon-brand that is David Beckham. His marketing image broadens to embrace other brand identities and personalities. He appeals to aspiring youth as a ‘working-class-boy-made-good.’ To families he is portrayed as a loving father and adoring husband. To popular music fans he is the proud husband of Posh Spice. Behaviourally, his non-conformist tendencies appeal to youth's individualism. In the world of high fashion, his clothes, and metro-sexual appeal attract the attention of "fashionistas" worldwide. Celebrity Beckham's appeal is in the eye of the beholder - a commercial chameleon or floating signifier, whose appeal depends on the role and audience he seeks to address.

Beckham's potent image as a wholesome, clean-living, devoted family man juxtaposed with his penchant for bending conventional rules maximises his appeal to multiple demographic segments. His masculine identity is firmly rooted in his athleticism. But a large part of Beckham's appeal can be traced to his non-conformity and contradictions or his androgynous blends of opposites.

Beckham's fashion sense resulted in extraordinary appeal among the Black community. He sported chunky jewellery. He used fashion to exude confidence and sex appeal. His hairstyles, clothes, and body ornamentation developed into an important part of the Brand Beckham iconic image.

Unlike most men, he changed hairstyles, and when he did it made news. When he met Nelson Mandela, South Africa's first Black president, he wore Caribbean braids. During the 2002 World Cup, he had a Mohican cut. His body is adorned with tattoos including a winged crossed tattoo on the back of his neck. Under normal (i.e., non-Beckham) circumstances, such adornments would contradict his working class roots, soccer prowess, and strong family image. But in the media he is anchored with a strong hetero-masculine image. This occurs in spite of his constant infringements of traditional working class football (soccer) culture that emphasises the strong masculine image and which normally vilifies any hint of effeminacy.

Such characteristics unveil Beckham as being the style icon, who embraces the values of metro-sexual man. This image presents Beckham as well groomed and manicured, someone who moisturises regularly, and who with his wife endorses a line of fragrance brands. The Beckham body, hard and toned, is aligned with his metro-sexual tendencies and that also makes him a popular figure in the gay community. Far from discouraging this androgynous image, Beckham chooses to reinforce this "bi-sexual persona" through his choice of fashions as well as appearances in gay magazines.

Beckham's family-man image is similarly so robust that not only did his reported affair in 2004, with personal assistant Rebecca Loos, fail to substantially undermine his wholesome family image; his commercial appeal not only did not falter, it was actually enhanced in some regards. It transpired that his alleged affair seemed to reinforce his heterosexual credibility and his appeal as the working class hegemonic man. It also provided a counter-narrative to the notion that Beckham represented a kind of new age man emasculated by his allegedly dominant ex-Spice Girl (‘girl-powered’) wife who reportedly chooses his clothes and fashion accessories.

Before the Kardashians came along and branded themselves in a very Americanised in your face kind of branding generated out of a sex tape and Hollywood notoriety, it was arguably the Beckhams’ who really updated and modernised the idea that a person could be a brand on the global stage. That idea has filtered down into mainstream culture and spread like a virus through social media. Instagram has turned millennials and Generation Zs into curators of their lives for public consumption, anxiously presenting an idealised version of themselves at all times, while professional ‘influencers’ now hire brand managers to protect the image on which their whole commercial edifice rests. At work, Generation Z are told to define their ‘personal brand’ if they want to get hired, promoted or simply noticed in a precarious and crowded freelance world.

For a human, famous or otherwise, to become a brand is more logical than it sounds. After all, the brand is just the part of a business that is associated with human qualities that trigger an emotional response in customers. Think of Marks & Spencer, and you probably think about reliability. Chanel means chic, Coke says feel good, Volvo spells sensible. As the explosion of choice on the high street has made customers more brand-aware, manufacturers have worked ever harder at imbuing brands with likeable characteristics to make them stand out. So it is a relatively short step from thinking that brands should have personalities to thinking that personalities could have brands, or a defined set of values to which employers and consumers will respond emotionally.

As my friend working as a senior corporate branding consultant in the luxury market put it to me over drinks: “People buy people. No matter how good you are at your job, if I haven’t bought into you as a person - if I don’t like you and trust you - it isn’t going to work.”

Yet even this level of self-promotion makes some people balk, just as some balk at paying over the odds for something just because it has a celebrity’s face on the packaging. For while many believed that the point of branding is to act as a guarantee of quality, something shoppers can trust, increasingly consumers are starting to question what they are getting in return for an expensive logo. Today it’s not uncommon to see in parts of social media, the phrase ‘personal brand’ become a kind of ironic millennial in-joke, a byword for pretentiousness.

But both millennials and increasingly Generation Z have a complex relationships with their curated lives. A lot about the way we now conduct ourselves, professionally and personally, would be considered achingly naff a decade ago; that everything is now ‘content’; or that you can choose ‘public figure’ as a title on Instagram. But, my savvy friend working in luxury branding would argue that branding does help make sense of the kind of portfolio careers pieced together from different gigs and side hustles. She would go on to argue that we are in a sense all freelancers and that we’re multi-hyphenates. That doesn’t mean dilly-dallying in lots of different pies for the sake of it. It means combining several different jobs to guarantee a fulfilled and financially successful working life.

There is an obvious downside to all this not withstanding that it has its practical uses as an umbrella for sheltering different work projects. To put it simply, branding can leave a person vulnerable. When the product is yourself, or an idealised version of it, it is very hard not to take criticism of that product personally. If you turn yourself into a brand then if you suffer, your brand does too - and vice versa. The expression ‘fake it until you make it’ comes to mind such is the pressure to keeping up appearances. The tendency of online social media when sniffing out inauthenticity is brutal and dehumanising. It’s definitely difficult to watch a character assassination of yourself take place online, by strangers who do not know you and take special glee in your humiliation.

And that is one downside of turning humans into products. We see ourselves as consumers first and it’s no wonder we just see others as products, disposable or impervious to hurt. When rumours swept the internet that the Beckhams were about to divorce, speculation immediately centred on what it meant not for them or their four children but for the brand, given that David’s marketability still rests on being seen as a devoted husband, father and general nice guy. Since the rumours turned out to be false, we will never know. Yet it was a timely reminder that, unlike Persil Automatic, people have feelings. Their lives can take unexpected turns, which most definitely aren’t on brand; they may get burnt out, or simply stop wanting to live in a goldfish bowl round the clock.

But the Beckhams show no sign of wanting to get out of the goldfish bowl glare. Indeed their own children have their own distinct brand within the Beckham brand. It’s an open question if the Beckham brand will run out of steam as the parents take a back seat and their children carry on the mantle as none of their children is terribly good or known for any one thing. In other words, famous for being famous. But as they have shown, that is not a handicap in these narcissistic days.

Much has been made of the fact that Beckham has damaged his brand by taking £150 million to be the face of the football World Cup in Qatar in the face of criticism of the lack of LGBT rights in that Muslim sovereign state. He’s faced online and public backlash amongst the Western LGTB community and it seems his days as a gay icon are over. But critics have missed the point.

Beckham the brand is bigger than his gay icon status. Beckham is already a dollar billionaire and so £150 million is (relatively) not a lot in the long scheme of things. Beckham’s branding team know the future of the brand lies in the East. Indeed unless you travel or lived in parts of the world other than a Europe in decline and an America at war with itself, you cannot fathom how big Beckham’s brand is. The ‘gay style’ brand is a smaller piece of the Beckham brand pie.

Beckham's global appeal is evidenced by the high percentage of people in Asia who recognise him. For many years, he appeared in 150 countries in Gillette shaver advertisements. The Japanese Meiji Seika chocolate and confectionary company made a three-meter high chocolate statue figure of Beckham as part of his endorsement of their confectionary before the 2002 World Cup finals. Beyond that, Monks at a Buddhist shrine in Thailand even moulded a gold-plated Beckham that people can worship.

Beckham is not an ordinary brand. Beckham is a moving advertisement. What is evident is that Brand Beckham has undergone a metamorphosis from the early days when his appeal was predicated on his football playing ability to a more complex multifaceted brand. David Beckham is not just a brand with a distinct personality; he is a portfolio of brands, each emanating from the different roles he plays in life - football player, father, husband to Posh, fashionista, sexual icon, and so on.

We all play multiple roles in life - a man may be a father, husband, employee, and soccer coach for example. Each is a role that often requires different personalities to implement successfully.

In Beckham's case, each of his roles, through media scrutiny and marketing magnification, has become a separate brand - each different, but all managed by Beckham’s backroom marketing gurus. Each brand is similar, but has its own personality. In Beckham's case, each persona is a distinct segment, and from a business perspective, each is a profit centre. This is why his branding people rightly calculated that taking the Qatari deal was more lucrative in the long run than just being a gay icon in the west.

To me David Beckham presents a unique case study of how a sportsman can transcend his sport by crossing over into the realms of entertainment and fashion. Although there are obvious lessons for other elite sports stars that desire to crossover into other arenas, it should be acknowledged that Beckham is thus far unique in the sports world in the way his brand personalities are leveraged in so many distinct ways than say Lionel Messi, Ronaldo, Neymar, or even Michael Jordan, Lebron James, Tom Brady, Tiger Woods, or Lewis Hamilton. Manchester United fans used to chant from the terraces "there's only one David Beckham." Today, while still true, it has been the successful leveraging of Beckham’s multiple brand personalities that have made him into a true global sports brand. In essence, Beckham is perhaps the ultimate in how savvy marketing can make the brand.

We talk less of ‘Bend it like Beckham’ and more of ‘Brand it like Beckham’. In other words, style over substance - which could aptly describe our current age of personal narcissism and self-obsession.

Thanks for your question.

[dehaat-india]

Agriculture Marketplace for Farmers

In the vast and ever-evolving landscape of agriculture, farmers find themselves at the heart of a dynamic marketplace that is continually shaping the future of food production. With technological advancements and changing consumer preferences, the agricultural marketplace has become more intricate, offering farmers a plethora of opportunities and challenges. This article explores the friendly terrain of the agriculture marketplace, highlighting how farmers can cultivate success in this modern era.

The Digital Dawn:

One of the most transformative developments in recent years is the advent of digital platforms designed to connect farmers with markets, suppliers, and technology. These user-friendly platforms empower farmers by providing them with real-time information on crop prices, weather forecasts, and innovative farming practices. From online marketplaces to mobile apps, technology has become an indispensable tool for farmers looking to optimize their operations and make informed decisions.

Seeding Innovation:

The agriculture marketplace is a fertile ground for innovation, with a variety of cutting-edge technologies designed to enhance productivity and sustainability. Precision farming, for example, allows farmers to tailor their approach to each individual crop, optimizing resources and minimizing environmental impact. Drones and satellite imagery enable farmers to monitor their fields with unprecedented precision, ensuring that crops receive the care they need. Embracing these innovations can not only boost yields but also contribute to a more sustainable and efficient agricultural ecosystem.

Market Access for All:

The modern agriculture marketplace is characterized by inclusivity, providing a platform for farmers of all sizes, from smallholders to large-scale operations. Online marketplaces and cooperatives facilitate direct connections between farmers and buyers, eliminating unnecessary intermediaries and ensuring fair prices for agricultural produce. This democratization of market access empowers smaller farmers to compete on a level playing field, fostering a more equitable and resilient agricultural industry.

Sustainable Practices:

As global awareness of environmental issues grows, consumers are increasingly seeking out sustainably produced food. Farmers are responding by adopting eco-friendly practices that not only benefit the planet but also enhance the marketability of their products. The agriculture marketplace is becoming a hub for sustainable initiatives, promoting practices such as organic farming, regenerative agriculture, and agroforestry. This shift towards sustainability not only meets consumer demand but also ensures the long-term viability of farming for future generations.

Collaboration and Knowledge Sharing:

In the friendly corridors of the agriculture marketplace, collaboration and knowledge sharing are key pillars of success. Farmers are joining forces in online communities, sharing experiences, insights, and best practices. This collaborative spirit extends beyond borders, creating a global network where farmers from different regions can learn from each other and collectively address challenges. By fostering a culture of collaboration, the agriculture marketplace becomes a supportive ecosystem that nurtures growth and resilience.

Conclusion:

The agriculture marketplace is undergoing a remarkable transformation, driven by technology, innovation, and a commitment to sustainability. For farmers, this presents a landscape rich with opportunities to thrive and cultivate success. By embracing digital tools, adopting sustainable practices, and engaging in collaborative efforts, farmers can navigate this friendly terrain with confidence, ensuring a bountiful harvest for generations to come.

[dreaminginthedeepsouth]

The idea that public investment in infrastructure serves democratic goals fell out of favor in the U.S. in the 1980s. Leaders insisted that private investment reacted more efficiently to market forces whereas government investment both distorted markets and tied up money that private investment could use more effectively. In fact, the dramatic scaling back of public investment since then has not led to more efficient development so much as it has led to crumbling infrastructure and its exploitation by private individuals. 

In late July the New York Times noted that since 2019, billionaire businessman Elon Musk has steadily taken over the field of satellite internet, infrastructure that is hugely important for national security. In just four years Musk has launched into space more than 4,500 satellites—more than 50% of all active satellites. This means that Musk’s Starlink is often the only way for people in places hit by disasters or in war zones to communicate. 

On Thursday, excerpts from a forthcoming biography of Elon Musk by historian Walter Isaacson revealed that Musk “secretly told his engineers to turn off [Starlink] coverage within 100 kilometers of the Crimean coast” after learning that the Ukrainian military was sending six small drone submarines packed with explosives at the Russian naval fleet based in Crimea. After talking to Russian leaders, who said they would respond with nuclear weapons—later events suggest this was a bluff—Musk shut off Starlink, the drone submarines lost the connectivity they needed to find their targets, and the weapons simply washed ashore.

According to Isaacson, Ukrainian officials begged Musk to turn the coverage back on, but he refused, saying that Ukraine “is now going too far and inviting strategic defeat.” He told U.S. and Russian officials that he wanted Starlink to be used only for defense. Then he offered a “peace plan” that required Ukraine to give up territory to Russia and reject plans to join the North Atlantic Treaty Organization (NATO). Later, he again disabled Starlink coverage in the midst of a Ukrainian advance.

Isaacson portrays Musk as frustrated by being dragged into a war. “Starlink was not meant to be involved in wars,” Musk told Isaacson. “It was so people can watch Netflix and chill and get online for school and do good peaceful things, not drone strikes.” Since the story broke, Musk has defended his unwillingness to be in the middle of a war. 

But Mykhailo Podolyak, a top advisor to Ukraine president Volodymyr Zelensky, pointed out on Musk’s own social media platform X, formerly known as Twitter, that the same Russian fleet Musk protected went on to fire missiles at Ukrainian cities, killing civilians, including children. Russia is also attacking Ukraine’s infrastructure for exporting grain, which threatens the price and availability of food in Africa.

The privatization of the functions of government in the U.S. has given a single man the power to affect global affairs, working, in this case, against the stated objectives of our own government. Republican leaders eager to push that privatization have made their case by turning voters against taxes, although the tax cuts put in place since 1981 overwhelmingly benefited the wealthy and corporations, permitting a few individuals to amass fortunes: Forbes, for example, estimates Musk’s net worth at $251.3 billion.

On Friday the Internal Revenue Service announced that increased federal funding under the Inflation Reduction Act and the help of artificial intelligence will enable a new push to go after 1,600 millionaires who owe at least $250,000 and 75 large businesses with assets of about $10 billion apiece that owe hundreds of millions of dollars in taxes. 

Senator Ron Wyden (D-OR), chair of the Senate Finance Committee, said the plan “goes to the heart of Democrats’ effort to ensure the wealthiest are paying their fair share.” It also goes to the heart of the idea that billionaires must not be able to impose their will on the rest of us by virtue of their monopolization of key aspects of our infrastructure. Still, Republicans continue to argue for private investment according to market forces. Opposing taxes and the government programs they fund, they have clawed back as much of the new funding for the IRS as they have been able, and they continue to call for more cuts. 

This week, as a fight over funding the government by the end of the month looms, the implications of the parties’ different visions of government could not be clearer. 

LETTERS FROM AN AMERICAN

HEATHER COX RICHARDSON

Sept 10, 2023

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[ref :: Musk Shut Down Ukrainian Attack After Chat with Russian Official] ::

Elon Musk got caught with his hand in the national security cookie jar, sabotaging or blocking a major Ukrainian military operation after conversations with a Russian government official.

Now let’s unpack this.

Last month I wrote about the rise of the global oligarchs and I made particular mention of Elon Musk. Even if you set aside the various things you may not like about Musk he has amassed a degree of economic power that is novel and dangerous in itself even if he had the most benign of intentions and the most stable personality. More than half the operating satellites in the sky are owned and controlled by him. Overnight we finally got confirmation of something that has long been suspected or hinted at but which none of the players had an interest in confirming. Last September Musk either cut off or refused to activate his Starlink satellite service near the Crimean coast during a surprise Ukrainian drone attack on the Russian Navy at anchor at its Sevastopol naval port.

Ukraine has made extensive use of naval drones. But it at least sounds like this was supposed to be a massed attack that would have done extensive damage to the Russian Navy and the naval port itself and thus seriously degraded Russia’s ability to launch missile attacks against Ukraine. In other words, it doesn’t sound like this was just any attack, though the details are sketchy.

On its face you might say, they’re Musk’s satellites and he’s in charge of who gets to use them and how. But of course it’s not that simple. It’s a good illustration of how Musk’s economic power has crept into domains that are more like the power of a state.

Starlink is a network of satellites providing robust internet connectivity without reliance on any ground infrastructure. This is critical in Ukraine since the ground infrastructure has all been degraded or destroyed. Starlink is owned by and made possible by the launch capacity of SpaceX, Musk’s space launch company, which is currently the sole means the U.S. has to launch satellites into space.

Musk made business and financial decisions that, under our economic system, entitles him to the vast profits of SpaceX. But he didn’t create it on his own. The company was built on the back of U.S. government contracts. In essence the U.S. government fronted the money to build SpaceX by awarding it contracts that made its business viable. Musk and SpaceX are also U.S. military contractors. That comes with a big set of responsibilities and restrictions.

Raytheon isn’t at liberty to sell its high tech weaponry to Russia or China if the price is right. These contractors are legally and financially bound into the U.S. national security apparatus. So is Musk and SpaceX. Or at least they’re supposed to be. A critical part of this story is that Musk took this action after conversations with an unnamed Russian government official which, Musk claimed, led him to worry the attack could escalate into a nuclear conflict.

Of course the threat of escalation has hung over the Ukraine war from the beginning. Countless civilian and military officials in the U.S., Europe and across the globe have been analyzing and trying to manage that risk for 18 months. We should take Musk’s claim about fears of nuclear escalation with a huge, huge grain of salt. There are many other threats and inducements that could have come up in these conversations. But let’s assume for the moment that’s what the Russian official told him. It’s simply not Musk’s judgment to make. That’s not only the case as a matter of basic democratic accountability and national security law. Musk is the last person you’d want making such a decision. He’s a mercurial weirdo whose views visibly change by the day in reaction to whoever is giving him the most comments love on Twitter. His national security thinking is at best juvenile and fatuous. The idea that such a call was Musk’s to make is as absurd as it is terrifying.

Let’s imagine a more generous to Musk scenario.

Maybe that Russian official said to Musk: Turn off your satellites over our naval base or we will start shooting down your satellites. In technical terms that is not an idle threat. You might say, well, war’s hell, Elon. But he might reply, was the U.S. government prepared to reimburse me for the satellites and disrupted service contract fees that I incurred not for any sane business reason but to advance U.S. national security interests?

That’s a good question and I’m not sure I know what the answer is. In fact, I suspect there is no answer. The whole situation is one that mixes and matches private sector and national security in very scrambled ways. And Musk who is someone who pushes every envelope and is more than happy to use his money, domestic celebrity and control of a critical communications hub to wreak havoc with any U.S. government that calls him to account. Let’s not forget that it was just after these events that Musk suddenly started advocating his personal ‘peace plan’ on Twitter — which surprisingly seem to match all of Russia’s demands.

Let me be clear that I don’t think that last scenario is what happened. But we don’t know that it didn’t. My point in discussing that possibility is to illustrate the fact that it’s not just that Elon Musk sucks, which he does. The whole situation sucks. You simply can’t have critical national security infrastructure in the hands of a Twitter troll who’s a soft touch for whichever foreign autocrat blows some smoke up his behind. But that’s what we have here.

As I said above, we’ve known or suspected for a long time that stuff like this had happened. Musk revealed at the time that he’d been talking with Russian officials. Indeed, at one point he said he had spoken to Putin himself on more than one occasion during this period. But we shouldn’t take anything he says at face value. The U.S. hasn’t wanted to get into this publicly because they don’t want a public spat with Musk. (This is the subject of Ronan Farrow’s recent piece in The New Yorker.) This applies even more to Ukraine which still relies on as much Starlink access as it can get. In response to these latest revelations the Ukrainians’ gloves seem to have come off. One of President Zelensky’s top advisors went off on Musk on Twitter last night essentially arguing that Musk personally has blood on his hand for all the subsequent attacks launched from those ships and facilities into Ukraine.

We need to learn more details about just what happened here. A congressional investigation wouldn’t be a bad idea. But we know enough to see that a guy in charge of a lot of critical technology the U.S. relies on is happy to cut deals with the other team.

[amrutmnm]

The satellite communication (SATCOM) equipment market is projected to grow from USD 24.27 billion in 2024 to USD 41.51 billion by 2029 at a CAGR of 11.3% from 2024 to 2029. The SATCOM equipment market has grown significantly over the past few years, driven by the need for high-speed, reliable communications networks in remote areas, the development of the commercial space industry, and the wide use of satellite technology in both military and government applications. Technological advancements, such as smaller, more efficient satellites and software-defined networking (SDN) and virtualization technologies, are also boosting the market. The surging demand for Ku- and Ka-band satellites and the growing fleet of autonomous and connected vehicles in the military and commercial sectors are adding to the growth. The market is also witnessing the development and deployment of LEO satellites and advanced antenna systems.

[aerospace-and-defence]

The Optical Satellite Communication Market is projected to grow from USD 282 Million in 2023 to USD 1134 Million by 2028, growing at a CAGR of 32.1 % from 2023 to 2028. The Optical Satellite Communication Industry can be linked to the rising deployment of low earth orbit (LEO) satellites and satellite constellations designed for communication purposes. The surge in demand for optical satellite communication can be attributed to several key drivers, including the escalating requirement for dependable high-speed communication networks in remote regions, the growth of the commercial space industry, and and the increasingly widespread integration of satellite technology within military and governmental applications.

The trend toward shrinking satellites, such as CubeSats and SmallSats, opens possibilities for incorporating optical communication technologies into smaller and more cost-effective satellite platforms. Optical communication can help to bridge communication gaps in remote and underserved areas by enabling quick and dependable data transmission in places with insufficient terrestrial infrastructure. Due to the paucity of RF spectrum for communication, there has been increased interest in investigating optical communication options. Regulatory considerations and spectrum constraints in RF communication drive the pursuit of optical solutions.

[sagarg889]

Sirens Market Research by Key players, Type and Application, Future Growth Forecast 2022 to 2032

In 2022, the global sirens market is expected to be worth US$ 170.1 million. The siren market is expected to reach US$ 244.0 million by 2032, growing at a 3.7% CAGR.

The use of sirens is expected to increase, whether for announcements or on emergency vehicles such as ambulances, police cars, and fire trucks. A siren is a loud warning system that alerts people to potentially dangerous situations as they happen.

Rapidly increasing threats and accidents have resulted in more casualties and missed business opportunities in developing economies. Demand for sirens is expected to rise during the forecast period as more people use security solutions.

As a result of rising threats and accidents in developing economies, the number of victims and lost business opportunities has rapidly increased. Adopting security solutions, such as sirens, is an effective way to deal with these challenges. Long-range sirens are used in mining and industrial applications, whereas motorised sirens are used in home security. Hand-operated sirens are used when there is no power or when a backup is required.

Some additional features of sirens include a solar panel upgrade system to keep the batteries charged and a number of digital communication methods, including Ethernet, satellite, IP, fiber optic and others. Sirens have conformal coatings on their electronics, which help protect them against harsh environments. Some of the systems are made in such a way that they can be expanded or scaled depending on future capabilities.

Omni-directional sirens can be used in areas of high noise levels and those with large population densities as they provide a greater area of coverage. Sirens have external controls with triggers, which can be customized according to needs. The lightening types of sirens include bulb revolving, LED flashing and xenon lamp strobe. The loud speakers in sirens are adopted from latest piezoelectric ceramic technology.

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Other sirens are hydraulic or air driven and mostly find applications in plants and factories. Lithium batteries have replaced alkaline batteries in sirens now, since lithium batteries need not be replaced for several years. Modern sirens use latest technologies and find applications in civil defense, emergency vehicles, security systems and others. Typically, sirens are made of stainless steel, aluminum or UV stabilized polycarbonate to avoid corrosion and are equipped with protection cages. An LED flashing siren has a light source with a semi-permanent lifespan and it is used in places where bulb replacement is a problem.

Region-wise Outlook

In the global sirens market, the dominant share is held by the U.S., India, China, Japan, Australia, Germany, Singapore and the UAE. This can be attributed to the demand for security solutions in developed as well as developing economies.

The regional analysis includes:

North America (U.S., Canada)

Latin America (Mexico. Brazil)

Western Europe (Germany, Italy, France, U.K, Spain)

Eastern Europe (Poland, Russia)

Asia-Pacific (China, India, ASEAN, Australia & New Zealand)

Japan

The Middle East and Africa (GCC Countries, S. Africa, Northern Africa)

The report is a compilation of first-hand information, qualitative and quantitative assessment by industry analysts, inputs from industry experts and industry participants across the value chain. The report provides in-depth analysis of parent market trends, macro-economic indicators and governing factors along with market attractiveness as per segments. The report also maps the qualitative impact of various market factors on market segments and geographies.

Market Participants

Some of the key market participants identified in the global siren market are Acoustic Technology Inc., Sentry Siren Inc., MA Safety Signal Co. Ltd, Whelen Engineering Co. Inc., Federal Signal Corporation, B & M Siren Manufacturing Co., Projects Unlimited Inc., Phoenix Contact, Mallory Sonalert Products and Qlight USA Inc.

Rising population and rapid urbanization have led to an increase in demand for security solutions. The need for implementation of security has paved way for the use of electronic equipment on a large scale globally, which in turn has created opportunities for the global sirens market. As these products are durable with a high voltage capacity and easy to install, they find high selling propositions. Characteristics and properties of electronic and pneumatic equipment play a vital role in security solutions, thereby driving the global sirens market with a rise in diverse end-user applications, such as industrial warning systems, community warning systems, campus alert systems and military mass warning systems.

Report Highlights:

Detailed overview of parent market

Changing market dynamics in the industry

In-depth Polishing / Lapping Film market segmentation

Historical, current and projected market size in terms of volume and value

Recent industry trends and developments

Competitive landscape

Strategies of key players and products offered

Potential and niche segments, geographical regions exhibiting promising growth

A neutral perspective on market performance

Must-have information for market players to sustain and enhance their market footprint.

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Key Segments

Product Type:

Electronic

Electro-mechanical

Rotating

Single/dual toned

Omnidirectional

By Application:

Civil defense

Industrial signaling

Emergency vehicles

Home/vehicle safety

Security/warning systems

Military use

Others

By Installation Type:

Wall mounting

Self-standing

Water proof connector

By Regions:

North America

Europe

Asia Pacific

Latin America

MEA