but trying to square that now with what he also says, there will not be punitive damages, as i said, because of a fifth circuit precedent. we'll monitor it. >> also want to point out, big mover of the day, euro. at a left we haven't seen since july 2013. ripple effects on markets. watching impact on stocks, on oil. wonder pressure, with that over to jackie deangelis, breaking news. >> good morning. watching the inventory report from the department of energy. delayed a day for the holiday this week, and crude oil inventories seeing a draw of 900,000 barrels reported for last week. that's slightly less than a lot of traders expected here. we are watching prices. hovering around 95 dollars. they are moving slightly higher now. $95.17 for the october contract. the key to remember here, the crude oil trade now is really driven by that stronger dollar. we saw more strength in the dollar after the ecb and its

rate decision this morning and also the idea that more stimulus will be pumped into the eurozone economy. traders are saying that these inventory numbers are not meaningful now because the supply/demand balance, more on the horizon. price, $95. back to you. >> jackie, thank you. it is 8:00 a.m. at tesla headquarters in palo alto, 11:00 a.m. here on wall street. "squawk alley" is live. ♪ record highs for the market today as the ecb embarks on

quantitative easing and news in both retail and tech. joinings us, mike santoli, and nice have you back, jon fortt and kayla tausche. sales of apple recoverecovering. the smartphone along with continuing concerns over the recent celebrity icloud-related hack, we caught up with box ceo aaron levy asked him about the hack. take a listen. >> this is an example of the distinction between consumer oriented products or services and enterprised oriented products and services. the level of depth that we invest in our platform, whether about privacy controls, security all of our backing technology, notification to factor awe then theation, all of those things go towards helping enterprises manage information in a secure way that works for their industry, but we also want to

make sure that content can be accessed from the devices you want to work from. where apple is incredibly successful and want to int grapt with those types of platforms going forward. >> a lot of diversity of opinion on the street over what apple needs to do next tuesday. pacific crest on. got to have something that changes the world or we cut them. other, samsung event so half baked, apple's job is easier tuesday. >> exactly. had a hard time gaming in in terms of the next week or two. context, apple since april 23rd stock up 38%. earnings up 3%. revalued the company back to something like the s&p 500. a yield like the s&p 500 now questions we don't know about the s&p 500, all the companies are going to change the world next week. it was a logical profit taking. everybody onboard the stock runs ahead of announcement and sells off. we front loaded the whole move. >> we don't have the

announcement. other news about a hack over its system which is adding another wrinkle to the equation. you wonder if the company will have to address that when it make as very public announcement next week? >> i think they do have to say something about it. they're going to be rolling out new services probably that rely on icloud and so there's going to be a big open question about how apple thinks about security and what it's going to do going forward. i raeb theemember a time when s jobs missed the boat on cd ripping and burning. the cd burning drives, and on the itunes trend. he said we're going to be doing catching up in this area. made a promise to do better in the future. maybe that's what apple does here. >> speaking of apple, actress eva longoria claims directly contacted by apple employees able to get her personal info from company records. here she is speaking last night on "access hollywood." >> i've had a lot of problems with people breaking into my e-mail. >> mac? >> my mac e-mail.

so not hacked, just people get it. you know, from the stores, and i had a big problem with that. so i'm always the opposite. like, no, no. privacy. sharing, no. share devices, no! >> we did reach out to apple. haven't heard back on that particular topic. they can't duck responsibility for the controversy. mossberg here on the set saying they need to make security an innovation. >> yes. >> somewhat argue, that is happening, but saying not enough yet? >> not enough yet. apple knows i feel this way. particularly when it comes to when you're restoring backups with google's two factor authentication. restoring android you need a code do that on top of a password. apple could implement that, but these things are hard to implement retroactively pap sort of thing that takes time. apple can't work on it over a weekend without testing it. on the eva longoria thing, a different category of issues. sometimes rogue employees go out, see a celebrity, get too

excited. break protocol. retail employee, you expect that thing. unfortunately. then a disciplinary issue. that's not hacking. >> can we talk about the "new york times" article over wearables? fascinating. taking a look at the market overall and the cross-section of companies trying to get in, even though the devices are still fairly ugly. but there was an interesting quote where he talked to an apple designer who said basically saying switzerland needs to watch its back. that they would anticipate having what we would think would be a luxury watch product. of course, swatch has been fighting the trademark of i wwah because it has an iswatch. can this be a category killer? >> interesting out of that was that, i think there was a perception that apple was going along with this because everyone had to have one. if they actually have enthusiasm about what they have to offer, and it maybe world changing at not an entry into this market, we'll wait and see how it

develop, maybe more interesting. i don't think it's in the stock. i don't people are thinking this is something that's a swing factor for the company, which means i think it can mostly be a positive. not a negative. >> i don't own a switch watch. >> my favorite tweet of the morning, switzerland downgraded on i1. >> check out shares of gopro. jpm not saying to sell, rather shares traded through the price target of 51, they keep, by the way. don't recommend adding to positions. gopro stock up 130% since the ipo june 25th and over the last three weeks. guy, another 40%. so had an amazing run, now people talking about new products for the holiday? >> i love this. not saying the parachute isn't going to work. just don't jump out of the plane. what i said earlier on, weeks ago, about gopro is, the next catalyst i can see that's clear is in january when we know how these things actually sold over

the holiday season. that's prime fooim for them. got to expect them to be volatile between now and then especially given how they've run up. maybe they do introduce something cool. you don't know. >> this report was hedged on every single side. as if to say, well we don't want to be wrong if the company announce as new suite of products that does kill the holidays. >> sure. >> but it does seem to be saying, okay. 51 is as far as we see it going, but 55. what if it keeps going to there? >> honestly, it's a victory lap and warranted one bip have thought 51 sounded crazy out of the gate. >> sure. >> and here you go, vindicated. why not take it off the table, even intellectually. i'm not exposed here anymore. talking, 60 times next year's earnings looks rich. of course, 50, did, too. for a normal company. hard to know what they're worth. >> brings to mind what people are talking about. 75% of u.s. ipos don't have

profit. not putting gopro in that category, but that says something. does it not? >> it does. we're a little mature in the cycle and you've got -- >> a nice word for it. >> hopes and dreams start coming public. gopro really is in that category. i found interesting about the ipo market, gather people around, this ipo looks half baked. i don't think it will work. those failed. these -- >> grubhub today prices secondary at 4025. >> i don't think that was one everyone was assailing from the gate. maybe not. >> even other, people had questions, gishen its size. the sheer size of that company, and the relative health, where it operates versus some competitors. even that company was able to price a secondary, too. we are seeing companies over and over and over again take advantage of this mark. at some point the window closes. >> sure. not yet. big winner for tesla. nevada. tesla choosing that state for

the site of his giga factory. phil lebeau has more from carson city. >> good morning. in front of the statehouse, later on the governor of nevada al with tesla ceo elon musk making the announcement tesla has chosen the site for at least one of the tesla giga factories. a preliminary choice we should point out. need to work out an incentive package bringing up the question heard from people. five states in contention. why nevada? why the area outside of reno? why is it being chosen? a couple key factors to keep in mind. already broken ground there. the incentive package, however, the main one. tesla is looking for at least a half billion dollars. $500 million, in order to come leer and set up the giga factory and a location relative to tesla's plant in fremont, just down i-80, five hours away by car if shipping batteriesinto the plant a quick shipment. a work-to-right state here. important as the factory grows and finally, nevada is home to

the only active lithium mine in the united states. of course, they're making lithium ion batteries. that's the key factor behind the giga factory. once they open it up and get it production running, tesla is hoping to produce up to 500,000 battery packs a year, by the end of this decade. the giga factory is scheduled to open, if everything goes as scheduled by 2017. that would coincide with the launch of the third generation, model 3, the mass market lower priced electric vehicle. remember, you need more batteries in scale in order to bring down the cost to make that car more profitable or make it profitable at all, and tesla, look at where they are now. they're on track to deliver over 35,000 vehicles this year. by the end of next year, they're expected to have their production rate at 100,000 vehicles. that ramp-up is one reason you've seen so many analysts within the last six week, seven weeks come out with price targets for tesla of 325, 300,

and then we had one earlier this week, 400 dollar as share. again, the announcement coming later today. we'll be here to talk not only with the governor also with elon musk after the announcement. back to you. >> thank you very much, phil lebeau in carson city. stay tuned. a lot more a little later on this hour. mike, thank you for being here. before i let you go, s&p today ups their target 12 month to 2,200. earlier in the week, morgan s y stanley, s&p 3000? >> catching up. market done better than the consensus thought at the beginning of the year. in the move, people are spre stretching, can't argue what it's done so far. it's cutesy. 2014 on the s&p. calculated, that's 50% up from the late 2012 low. that to me is the part where the bull market started acting like a bull market and it's going to take a lot more than just the decline of disaster risk and solid enough earnings to get us

i think to the next leg. i do think it would make all kinds of sense to settle down and flatten out here for a while. >> today's not that day. >> it isn't. good to see you. mike santoli. >> we mention with a look at broader markets we set a new intraday high for the dow and s&p. now both indices straighting slightly off the highs. 17,161 for the dow. 2,011 for the s&p. all major averages steadily into the green at this hour. largely on good u.s. data this morning, also, of course, that surprise decision by the ecb to lower key interest rates and also spur economic growth with purchases of asset-backed securities as well as cover bonds. shares of bp sfrtruggling after the company found to be grossly negligent in the gulf our spill in 2010. bp could end up facing fines of as much as $18 billion thanks to this ruling and bp shares down 5.5%. shares of amazon meanwhile,

rallies this morning. bernstein upped its price on the stock. froms 3ds 60 to $450 a share. amazon up 2 2/3% intraday. when we come back, free music. no advertisements. what's the catch? we'll ask the head of rdio about its new ad-free service. and shares slipping. beating expectation. talking about this in a few moments and a good look at the future of samsung yesterday with a curved phone, the virtual reality headset. what do they actually look like in person? is it really that hard to use if you're a lefty? a live demo for you right here on set, right here on "squawk alley." latte or au lait?

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and snoring? sleep number's even got an adjustment for that. you can only find sleep number at a sleep number store. head in for the final days of the biggest sale of the year. all beds on sale, with mattresses starting at $599.99. ends sunday. know better sleep with sleep number. check out general electric. close to selling appliance dwoigs sweden's elektra luxe. announcement could come as soon as next week. generating $8.3 billion in revenue last year. ge currently trading up by about half a percent. carl, back to you. >> courtney, thanks. music streaming got a lot more competitive. rdio moving to a free music mod toll better compete with pan doria, spotify as well as apple's beats music and google's play music allaction. the result of a deal with cumulus media.

will it strike a good note with consumers? lou dicky of cumulus joins us, from san francisco today, rdio's anthony bay. good to have you both. lou, begin with you. they call it a freemium model. is that fair? >> founded by one of the founders of xwskype. we're live in 60 countries worldwide. up to today a subscription-only offer. the news today is we're moving to, as you said, a freemium model. the nicinitial experience is fr. an experience with an option for someone who wants to listen to specific songs and albums to upgrade to subscription. >> where is the value? i want to get both of you in on this. it seems like music is increasingly becoming a lost leader. we see t-mobile trying to make it part of their data plan.

where is the value here that's going to turn into profitability over time beyond maybe just listening to that specific song that you want to hear? who wants to take that first? lou? >> probably better fon for anthony to take that. >> sure. i'll take that one. like any other media. there's the free broadcast bishgs ad supported. is a description television, user paid with ads and we believe the music business will evolve in a similar way. there's certain audiences that are quite happy to listen to music for free. achlt free opti a lot of free options. to make it work economically you need ads. partnership with cumulus, a key partner not just in ad sales. our ad partner in the united states but also in programming. in paid tv, if you want them you need to pay for them. it's the combination of those two things and the fir time

you've had an internet radio subscription and business inside the same application. >> lou what was the process like to change tack with wear rdio is now? as i understand it, cumulus put $75 million over course kwhaf will of five years. how does that investment end up panning out for you? >> we think the audio space is widening. an opportunity for us to take content and complement our broadcast platform and content between what we have in our 460 stations plus all exclusive content with westwood one to distribute that on this digital app as well, not only in this country but globally. >> a lot has been made of curation, lou. beats said it's a human experience. others make fun of the computerized curation. anything with rdio set yourselves, set them apart from the competition? >> good question. what radio does really well,

puts on product. has, we have programmers that have been doing this for a couple generations, and they really know how to put on a good, entertaining experience. a radio station not just a series of songs punctuated by commercials. a radio station is, talent. a presenteder. imagi imaging, features, production. a lot to it in addition to the curation of the sequencing and rotations of music. and so by having rdio tap into the programming bashan at cumulus we feel we can provide a distinctive experience for users. >> anthony, or lou. direct this to anthony. when will we get a better music product in terms of video added, higher quality audiothat makes people want to pay more for premium? >> great question. we actually think we have that today, carl. so we are changing our entire library to very high quality streaming. it's called aac, the format, and so as you upgrade, you'll get the high quality experience.

if you pay, but frankly, the free experience is pretty great as well. as lou said, we have the combination of everything that radio brings in terms of human designing but also computer generated programming and personal. if you have an rdio account, i hope you soon will, you'll have carl fm. creating a station just for you. we don't think there's a single right answer. both add value. the key thing, with cumulus in particular in this country, is everything lou said. to be able to bring the best of what radio has done for a long time with a technical platform that really reaches out to people in a new way. >> guy, fascinating. the space just gets more and more interesting every day. thanks so much for your time. >> thank you. check out shares of mobileye this morning. the stock is actually in the green now by half of 1% after being down pre-market and just

after the open revenue and profit topping estimates, but quite a turnaround since shares were up around 9% yesterday. the ceo of mobileye explains exactly what's going on in just a moment. stay with us. act i. scene 3.

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two of the most innovative crowd funding projects battling it out to become our tech crowd leader of the we'll. om1, the world's first levitating speaker. in case you never knew you wanted one of those, it's portable and allows for full 306 sound using bluetooth. that project is up against navty. like google glass, but in your car. capabilities while driving. the poll closes in just ender

two hours. vote now, cnbc.com/techcrowd. tomorrow we reveal this week's winner. go to cnbc.com now and let us know. meanwhile, shares of mobileye up after falling earlier this mong. the company reporting earning just in line with estimates. of course, mobileye makes software for smartcars and went public in early august. here on the big board, shares surged almost 50% in its first day. they're still up sharply from that $37 ipo price today. bring in the co-founder and chairman of mobileye on the newsline joining us from israel. good morning, sir. >> good morning. a pleasure to be here. >> good to have you. we had eps in line, sales beat, hardware revenues questionablebled a the stock something of a roller coaster this morning. walk us try your takeaways on the quarter. the market still seems to be digesting what it read? >> well, you know, i cannot

comment on the share price, but now taking the company public was an opportunity not only to raise money but also to raise awareness of the company during a very important time in the industry. there are two major trends coming now. one is regulatory changes that are happening, and another one is the automotive driving functionalities that are just around the corner. putting these two together mark a very important time in the industry, just the right time to expose mobileye to the public. >> and the company did raise its full year guidance by a cent on earnings, and you talk about how this is going to be a ripe, regulatory environment for the company. what forces are at work that you think mobileye will benefit from? >> well, there are two forces. one is that the regulatory changes mandating four and five stars, four and five star ratings, one has to have active

safety technologies, technologies that help the car avoid or mitigate accidents. this is building gaps since 2011, and 2014. this year a major change starting in europe, to mandate these kinds of technologies, which build up a trend such that 2017, '18, almost every new car will have an active safety technology. this is one area of rapid growth. the other area of raped growth is the automated driving trend which is really just around the corner. in the 2016 time frame, we are launching semiautomated driving with two car manufacturers and six other car manufacturers in pre-development phases. this is also another rapid growth sale opportunity. >> amnon amnon, how important t seen as driver assistance first

and then self-driving late jer i hear people get worried about self-driving cars, but people seldom worry about computers helping them drive for safely? >> safety is the key. you cannot have automated driving without having the safety layer as the fundamentals. so this is why we are safety first. now we have 15 years of experience. eight's them with the system launched on the roads since 2007. and the safety layer provides defense against accidents. these systems avoid accidents at certain speeds and mitigate accidents at higher speeds, and they evolve. they evolve by not only protecting against collisions with vehicles and pedestrian, also against large animals. reading traffic signs and in the near future, reading traffic lights. reading road signs. >> right. >> and so forth. >> sure. >> it's a very detailed understanding of the visual field. but this is the fundamentals.

automated driving is a layer on top of that. >> it will be very interesting to watch this. it does seem, amnon, wall street also believes this story. morgan stanley says stock is going to 100. consensus earnings will double. it appears growth is in the pipeline no matter how you slice it. appreciate you joining us this morning. >> thank you very much. amnon shashuua, co-founder and chairman of mobileye. and michelle caruso-cabrera is with us. >> carl, yeah. european markets closing higher ay cross the board, because mario draghi surprised the world in his announcement today as head of the european central bank. first, he cut three key interest rates. that was not expected. and then he announced earlier than expected that the european central bank was going to embark on massive purchases of securities, such as asset-backed securities, abs and covered bonds, similar to

mortgage-backed securities here in the united states. mario drawingsy doing this because right now european banks aren't making those kinds of loans, and he's hoping if they know that there is a big buyer willing to buy in size that will start issues those loans again and help reinvigorate the european economy. take a look what's happened to the euro. it got hammered on the news. considered good news to mario draghi. went down to 129.64, near the lows of the session. the one-year chart to show how far it's fallen. nearly at $1.40 may 8th. the stock markets, not surprised to see the most troubled economy, the ones theoretically would benefit the most, the ones that moved the most on this news. italy higher, nearly 3 percent prps france, higher more than 1.5%. spain a big mover as well. yields very interesting. the italian ten year yield, again, remember, italy, where i am right now, ground zero, if there's going to about future euro crisis, because it is the most indebted country in europe. look at the yields.

dropped sharply. germany below 1% as well. see on both intraday charts a slight rebound and that is because actually we're showing the one week, but we see a slight rebound off the bottoms when it comes to yields. he said don't expect more interest rate cuts. but the purchases of security, many call qe light, extremely significant. start in october. thought it wouldn't happen until december. >> getting a headline out of dow jones, michelle, according to a source, the buddhist bank president opposed the ecb moves. won't surprise too many people. thanks to michelle caruso-cabrera today in milan. a quick update on a story we covered earlier. bp out with a statement responding to being found guilty of gross negligence. bp says it will appeal the ruling, and by the way, the court despite the decision has not made a determination on the number of barrels spilled or penalty. more to come. bp is reviewing all of that. when we come back, nevada's economy about to get a major jolt after tesla decided to

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big news expected from tesla later today. the automaker to announce nevada is the winner of its $5 billion giga factory battery plant. tesla shares up this hour.

with us, mayor of carson city, bob crowell, joined by phil lebeau in carson city as well. phil, take it away. >> thank you very much, carl. you mentioned these kind of projects. they don't come along very often. the mayor of carson city, bob crowell joins us for a first cnbc interview. tell us about the impact? 6,500 jobs potentially eventually coming to this northern nevada region. >> phil, it's huge. i can't tell you how excited i am to hear what the governor has to say this afternoon, because this could turn the page and probably will turn the page for economic diversification in carson city in particular and our region in general. >> state government, main employer in this area. you have health care services and a few other industries. this is a chance to really move into a new area. correct? >> this is a huge chance to do that. health care is a big issue. state government is a big issue here, but we also have an industrial air park here, where that's a big employer base and carson city is looking to

diversify its own economy and we look forward to companies like tesla, if tesla is the one coming, i have every reason to believe it is. that's tremendous. >> coming at a cost. they want at least $500 million in incentives to locate this giga factory in nevada. any concerns that you're going to have trouble with some lawmakers saying, that's a lot of money to put into one company in one location? >> that's not my bailiwick to answer. you'll hear from hopefully from the governor when he makes the announcement to confirm what we're talking about is in fact tesla. from my own personal perspective as a longtime native nevadan, it's a great thing for the entire state of neff never. a great thing for the state of nevada, for our region and particularly for my community, carson city. >> do you look at it, you've got to spend the money to make the money back from the economic benefit? >> what you have to look at, a balance act. on all economic development. you have to look what your return is, and what the cost is. there's no doubt about it.

my own personal opinion is, this governor and this economic development team is, weighs that balance carefully. i look forward to hearing what he has to say this afternoon. >> last question. unemployment, 7.9%. as high as 13% at the worst point in the recession. how much can it drop once this project comes here to northern neff snef? >> i don't know how much it will drop but tell you, it's going to drop considerably. i think the spillover economic effect from this plant put in the northern nevada reach been have a tremendous economic impact, move carson city forward in its diversification efforts. carson city prize itself on being the face of nevada as the state capital and look forward to having an an tractive inviting place for businesses to come, their employees can live, work and play here. >> mayor of carson city, bob crowell, understandably excited. not often you have a company saying we're bringing 6,500 jobs to your region. >> unbelievable. phil, great stuff.

thank you, phil lebeau in carson city, nevada. jon? thanks. samsung launched three consumer devices at its samsung unpacked evict in new york yesterday. actually in three different locations around the world. the galaxy note 4, galaxy and a gear device. virtual reality. here to here on set. take them for a spin. i want to stand up. gadgets all over the place. >> which first? >> first show the galaxy note 4. it's big. but it also feels a lot better than earlier versions of the note. it's got a metal side now. a leather back. earlier versions knelt mo felt plasticy. this clearly has a lot of thought put into it. this is the note edge. notice, the screen kind of surfs around here on the right side of the device. this piece of screen is independent from the main screen. it can act like navigation. samsung is opening up the api for this so that software developers will be able to

decide how they want to use that piece of screen. witt criticisms i've seen from people who haven't actually held the device generally bad for lefthanders. i hold a phone in either hand. and these phones are frankly so big,galaxy phone, you need two hands anyway. i don't see it bad for lefthanders. moosh the screen with the thumb i. can see doing a lot of pocket dials, too. what do you think? >> you won't necessarily have a dialer here on this side. i have -- put it in my -- haven't put it in my pocket yet. then, finally, here are the headset. special about this is the screen inside is actually a note 4. right? so these virtual reality devices that are -- >> and in pink. >> yeah. i think goes well with my complexion. what's helping these virtual reality head zets, they use cell phone technology but the first to actually put a single smartphone right in the device.

oculus, facebook unit, working on the software here. samsung has the hardware. it's not quite as advanced as the most advanced vr hardware but doesn't have to be tethered to a computer. the first experience with vr, probably with something like this. >> huh. in that sense, a game-changer for vr? we'll all get an education through this device? >> still concerned about the price point, carl. these note phones tend to be more expensive. off contract, around $700, $750. the rest of this unit, probably cost a couple hundred bucks, too. talking $1,000. more expensive than a console, probably. >> and wear it on television? >> i'll put it on. >> there we go. what the audience is looking for. >> now, it's not on. but i can be in tony stark's lab now, i can be playing a game. i could be looking around -- a house. that i might want to buy. real estate wise. >> a little teleprompter inside, too. >> and we thought google glass

was nerdy. >> this takes it to a new level. >> thank you, jon, for bringing that to us. appreciate it. a samsung edition of throwback thursday. looking at the original samsung galaxy note. the samsung device originally released in 2011. you'll remember, it triggered that fablet craze our own jon stein sberg riberg is riding al. two months after its launch, yesterday, of course, the tech giant released the fourth generation jon was just showing us. looks different than that. especially the interface. so what a difference three years can make. >> when we come back, trying to disrupt the college bookstore and take on amazon and jeff bezos. first, rick santelli, what are you watching on this pretty eventful day? >> boy, tell you, it is an eventful day. effect a forget all the central bankers and fundamentals. boons over 1% and ten-year node yields sitting at the intersection between long and

short. is this going to be the week that all of those bears for three years who have been wrong, treasuries actually get their payday? it's possible. we're going to talk about that after the break. new car smell

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payable november 3rd. shareholderors of record, october 12th. trading lower 0.6 of 1%. check in with rick santelli with "the santelli exchange." hey, rick. >> hi, carl. you know, we've been at this intersection many times. a technical point, looks like ten year yields and indeed the entire treasury curve could make a bee line for higher rates. hasn't materialized. look at this chart starting in august 2013 and take a good look at it. i'll try to give you my rendition on the whiteboard moment tearily. at an important crossroads. now that you've looked at that chart, look at my chart. the salient features you're supposed to know are in september of 2013, and the last day new year's eve 2013 eventually pap ouioui -- a wee under. long in january handsomely paid in the first six weeks of the year, made your year being long

treasuries. but since then a couple important things. significant low yields at 244. we ultimately violated those in august. why were they so significant? we did many "santelli exchange" on them. significant. when you take out such an important low yield point you, in essence, energize the market and indeed you did. what we've ended up with since then basically a double bottom in yields around 234 from august 15th and august 28th. now up to date. here's the key point. once you get back above these bottoms, and we're sitting very close right now. 244. yesterday we had a brief shot at 246. today a little over 245. the problem is, who's ever beta tested, easy. triggers in the rearview mirror. living through this realtime and know the important area is 245 and it's close, you want to pull the trigger. all i can say, long out there, maybe 245 is the area to lighten up. add three basis points for

slippage and old technical rule. 248 the number. how will they move higher once that happens? pay attention to the boon as well and the spread. don't think it's going to be the type of move equity trader say rising raises are good. it's the path and speed based on how many, how many positions are out there. how tight the market is especially repo. this is a key day, a key week and potentially the first of a key month of technical areas around 245 and higher. back to you. >> all right. thanks so much, rick santelli. in chicago. up next, the local college bookstore is fighting back against amazon. we'll tell you how exactly they're doing it, when we come back.

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it's back-tol time. amazon not the om one offering sweet deals on textbooks. sidewalk formerly known at campus book rentals founded as a destructive upstart partnering to help independent bookstores vive. joining us, founder and ceo alan martin joining us at post nine. great column in the "new york times" as well. great to you have. >> good to be here rc. >> the amazon story is interesting to us. because you survived this with them. tell the story. >> early days dependent on anybody who had books to get them to students and the biggest market amazon. used them for a while. that's the past.

we realized early on the bookstore held these intrinsic competitive advantages. right on campus, perfect product for the student and for the student who has a quiz the next day, needs a book now, go to the store. we said, we're going to focus energy on the bookstore, bring technologies to the store that allow them to bring market share back from amazon. the same savings to the store students otherwise only get at amazon. >> still a partner? >> partner and supplier but not the primary focus. we focus around the institution. >> how resistant were stores themselves? the source of so much business for the students you say were on campus, needed it right away? >> tough for the stores to change. you have institutions that have been there 100 years serving students in a serve way. we came, said, look, online. taking market share. now providing technologies to bring students back. a little resistance to change. once they understood the vision, we were able to get hundreds onboard. >> talking about the wrong thing, though? a deal with ingram, don't have

the to worry about textbook inventory. you're working with bookstores. is this like netflix? not about the dvd anymore, digital revenue, where the future is and where to focus? >> long-term, that's the path. we understand the strength of the content. students getting best test scores and results staying in the physical book. wei want to serve them to get the best outcome. the physical book today. look forward ten year, yes. we think technologies in hundreds of stores and enable stores to be the content leader for digital as well. it's not happening today. happening osier time. an adoption curve that will happen. >> looking at a map of clients around the country. hard to scale this when your customer, far apart, in small towns. got to do it one by one. >> yeah. >> how do you do that without a massive sales force? >> a small sales force. good technology and brought results to the store. stores that implement our technologies can gain as much as 10 points of market share back in the first semester alone. dropping prices by as much as

35% to students bringing neck knowled technologist into the store. tuk stores, business grows. >> glad to have you on their side. fascinating story. come back. alan martin from sidewalk. football is back you know. tonight we're live at the home of the defending champs. the seattle seahawks as they take on the packers on nbc tonight. next on "squawk alley."

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the nfl season kicking off tonight. how are broadcasters earning returns on investments? julia boorstin joins us. >> good morning, carl. over 205 million people tune in to nfl games this past season. why broadcasters on the heels of an industry-wide decline in up front ad sales are increasingly looking to football. >> there is no other content that they can put on television now that will guarantee ratings like nfl football. and in this day and age, that's very hard to do. >> cbs snapping up the rights to eight thursday night games for $275 million.

the network returning its biggest-ever promotional campaign and weaving nfl analysts into programming. look for boomer esiason and nbc leveraging the fact it's airing it's super bowl hiking rates and adding more commercial time to its games. meanwhile, direct tv is closing in on a deal to renew the rights for a sunday ticket with a price tag reported at $1.4 billion. the league's new nfl nab offers more digital content, nfl content than ever before and nfl says that could boost ratings even more. carl, back to you. >> unbelievable. when the "journal "he has a piece how the league has all the leverage. concussions, suspensions, you name it, no effect on the power of the nfl. >> people still want to watch. the white house confirmed megan smith google vp at google x named chief technology officer of the u.s., also named former

twitter lawyer at deputy going from the valley to d.c. that job had been open. a lot of speculation for week. now it's official. >> see how much she's able to make of the job. >> see if the markets hold as well. off the highs. still s&p 2006. scott, what's coming up on the "half"? meet the starting lineup. jennifer link and joe terranova and jon and pete najarian. begin with the markets. both dow and s&p trading at all-time highs. credit a number of catalysts today. strongest ism services report in years. europeans cutting interest rates and buying bonds along with decent retail news here at home. our experts are on the case on both sides of the atlantic today. our own michelle caruso-cabrera is in milan. jim