 The fun thing about CES is the really really interesting things you can find here. I'm with Miriam Marsato of Acoustic Arts and this is an audio podcast as well as video. So what I'm looking at is a hexagon of little tiny circles and Miriam's going to tell us what this is and there's going to be some fun audio in this. Yes, sure. So this is directional speakers called DA. It has been done by Acoustic Arts which is a French startup dedicated to innovation and what the DA does is target the sound in a very specific direction which means that if you are standing within the beam of sound you can hear the audio content. If you just have a step aside you get out of the beam you have no sound whatsoever. So what I'm looking at here is like I said it's a hexagon there's maybe what a hundred of these little I think they're little voice coil actuators with little tiny parabolas on the top of them and let's see we're going to have Steve pass the microphone in front of this speaker so you guys can hear the difference. So Miriam's going to hold still Steve's going to move the microphone. Yes, so this is to demonstrate the directionality of the speaker. So obviously that's not a sound you would want to listen to. What would be the usage of a speaker like this that is so directional? We work a lot for museums. They want to prevent from sound pollution and so they can target sound without additional noise. We work for commercial centers and shops in general and they want to target sound in some very specific zones. We also work for transportation especially for people who cannot reach visual information and for POS which is publicity on store they cannot use sound apart from this directional speaker which enables them to put the sound in the audio content without sound pollution too. So the main idea is to let one person hear what they need to hear and then a person right next to them can't hear anything at all. It can be funny or useful or very tricky but all the time people need sound and need specific sound in some specific zones and that's the solution to everybody who needs sound but not everywhere. Like right now we're in one of the loudest environments around so the fact that you can hear this so clearly is really really interesting and the phase and amplitude that we're going back and forth through this has been really cool. So when will this product be on the market or are you working with big companies? How is this going to work? You mean on the market for the time for sales. It's already on the market for three weeks now so that's very new. For the time being we do direct sales but in 2017 we set a distribution network all around the world and that will increase the possibilities of everybody because we're only a six people team and yeah we definitely need distribution network to get bigger. All right right this is really really interesting. I love stuff like this. My husband and I are both engineers so we of course got a big kick out of this. I think you could save some marriages with one person being able to listen to TV and the other person isn't listening right? Yeah that's another market that we're trying to start right now. It takes longer time than the OEM market what we do. We don't sell the speaker itself strictly speaking what we do. We integrate the direction of sound into some devices like a television, like a car. But that will be more in the coming three, five years so it will take a longer time. But yeah television for just one person will be something. And they allow clock on only one side of the bed too. Right right exactly. Well thank you very much this is very interesting and again the company is Acoustic Arts with a K. With a K absolutely. Thanks. Thank you.