 I'm in the listen booth with Mads Röggholm and he's got an interesting product here that he's referred to as hear pieces. Let's hear what this is about. What have you got? First of all it's a normal earphone which you can use to speak telephone, listen to music, things like that. But then when you push it, it changes functionality so you actually amplify your hearing. So when you're in a noisy environment like this with bad acoustics, you can actually hear what people are saying. We enhance the consonance in speech which means that you can understand and relax. Is it directional then? It is directional. So when I move my head away, I can hear that direction, when I look at your eyes I can hear what you're saying. I notice you were very careful to not call it a hearing aid. We don't call it a hearing aid. There's actually a billion people in the globe who are struggling to understand what people are saying in noisy environments and that's the target group for us. We're not aiming at people who are really hearing impaired, we're aiming at people who struggle to understand speech when there is a lot of noise. Okay, okay. Now this is audio as well as video so if you take the earphones out, he's got a little test pair in his pocket here. So they're actually just a tiny little module like a little ball that is in your ear, nothing sticks out, right? That is correct. This is the carrying case and the charger as soon as it's down here it charges. Take it up like this, it's very convenient, put it in your ear, like this. It's a beautiful burgundy actually, it looks kind of cool. Right, and when you're in a group, when you're in a conversation with people it doesn't stick out, it's quite elegant and discreet and you can choose between the hearing parts or you can touch it like that, it'll connect to your smartphone and you can use it like an Apple airport. Okay, actually turn your head so he can actually see it there. So it's like I said it's burgundy and the little carrying case he's got here, it's essentially like you would put AirPods into charge, right? Correct, yes. Now you told us before we got started here that you're a spinoff of a hearing aid company? We are a spinoff of the Danish hearing aid industry, Denmark we produce half of the hearing aids being manufactured in the world and that's where we come from. So the whole idea was to find a cheap way to go around on the globe with this product. Yeah so that's the really sexy part about this product. How much are we talking? Yeah, we're actually talking $199 which means that we're enabled to use technology from the cell phone industry and taking technology from the hearing aid industry and combine it. That's the whole idea. Okay, great. So now two functionalities here, one is going to be as a hearing aid and how long is the... I'm not hearing aid... A hearing... What do you call it? No, a hearing enhancement. A hearing enhancement product. How long is the battery life for that? When you use it for hearing it's about six to eight hours, sorry about that. When you use it for as an airport it's a bit one and a one and a half hour. Okay, so not too long on that. So the reason for that is the small, the very small instrument. So we sort of find the best sort of trade-off between battery life and size. Okay, and he told us earlier that when it's not... When you're not using it with the phone you're not using Bluetooth or anything like that. So when you use it for enhancement it's using very little power. Exactly. That's pretty cool. There's no need for Bluetooth connection so you can go for six to eight hours. I really like this idea because for some reason if you can't see getting glasses is just fine. But when you can't hear you don't want hearing aids and I really don't understand that but this makes it look cool and not much money either. They're not thousands of dollars. I really like that part. So when do you expect to have this out? We're starting up manufacturing right now. If we're lucky we'll be out in February. I expect in March more realistic in April. That's the time span that we're working on at the moment. That's light speed for a CES product. So that's great. Thank you very much, Matz. How can people find out more about this product? They can always go on our website which is listen.biz.liz.biz. All right, great. Thank you very much. Pleasure.