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Diverse mass and mixing patterns between the quarks and leptons makes itchallenging to construct a simple grand unified theory of flavor. We show thatSO(10) SUSY GUTs with type II seesaw mechanism giving neutrino masses provide anatural framework for addressing this issue. A simple ansatz that the dominantYukawa matrix (the 10-Higgs coupling to matter) has rank one, appears tosimultaneously explain both the large lepton mixings as well as the observedquark flavor hierarchy in these models. A testable prediction of this ansatz isthe neutrino mixing, U_{e3}, which should be observable in planned longbaseline experiments.

Origin of Quark-Lepton Flavor in SO(10) with Type II Seesaw