Make music learning and appreciation easy for everyone

Eric YungCEO

www.playnote.com

PLAYNOTE2010

OCT

Make music learning and appreciation easy for everyone

• Found in 2010• Musicians and Technology Experts

Core Technology

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Digital Ear

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Artificial Intelligence

Cloud Computing

• Handling of all style of singings and playings• Handling of all kinds of combination• Perfect accuracy – Professional grade for exam

Eric Yung

Co-Founder, former Executive DirectorPerception Digital (HKEX: 01822)A company focuses in R&D of multimedia and IT equipment

Guest Lecturer, HK Institute of EducationMusic Performance and Technology

MBA, HKUSTMPhil, BEng in Electronic Engineering, HKUSTLLB, University of London

Learning Professional Music

• Need music teachers• Need to arrange lesson time with music teachers• Very high fee

Music Examination

• Worldwide examination authorities

ABRSM (England) TCL (England)

AMEB (Australia) RCM (Canada)

ANZCA (Australia) CCOM (China)

Music Examination• Syllabus of Examination

Sight-Reading(10%-20%)

Songs performance(50%-60%)

Scale & Arpeggios(10%-20%)

Aural Test(10%-20%)

Merit?Distinction?

Music Examination

Rhythm Clapping

Melody Singing

Features Recognition

• Aural skills include

Current Solutions

• Teach aural skill during music instrument lesson.

• Train features recognition skill at home.

Problems – Student side

• Not enough time to learn aural skill during lesson for music instrument

• Cannot train singing and clapping skill after lesson.

• Questions in CD are for features recognition training only and no feedback on performance.

Problems – Teacher side• Not all music teachers can teach aural skills.

• Music teachers do not want to teach.

Our Solution - AURALBOOK

Apps for Tablet or Smartphone

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Digital Ear

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Artificial Intelligence

Cloud Computing

Our Solution - AURALBOOK

All recordings and results are saved in cloud server. Teachers and parents can retrieve through internet.

Intellectual Properties

• Patent granted “System and Method for Musical Instrument Education”, US Patent No US7,332,664

• Patent filed and pending “Device and Method for Music Education”, EU Patent Application No. 12176393.2, PCT Patent Application No. PCT/CN2012/078648, HK Patent Application No. 12106931.5

The 1st in the world

How user can get it

In-Apps Purchase Music/Kids CenterLower sales price plus

commission

Individual music teachersLower sales price plus

rebate

• Freemium business model:

• Sales Channel:Additional questionsApps with few questions

Sales Price per Book

Grade Channels

Direct (App Store) Music Centers/Teachers

USD$ AUD$ USD$ AUD$ HKD$

Grade 1, 2 & 3 12.99 13.99 11.49 12.49 88.0

Grade 4 & 5 14.99 15.99 12.49 14.49 98.0

Grade 6 & 7 17.99 18.99 14.99 16.99 118.0

Grade 8 19.99 20.99 17.49 18.99 138.0

Grade 9 & 10 (RCM Only) 19.99 N/A 17.49 N/A N/A

• Provided extra 3 books in each grade • Each book provides 60 questions• User can buy 1 book at a time or 3 books together

Global Market

Hong Kong England

Australia Canada

Award

Hong Kong ICT Awards 2012 - Gold AwardBest Lifestyle (Learning and Living) Award

Award

Asia Pacific ICT Awards (APICTA) 2012 Grand Award - Best Startup Award

Merit Award - Best eLearning Award

Media

“PLAYNOTE, the developer of AURALBOOK, is just a small-middle size company, but they can develop a product with such high level of creativity and quality. It is great!”

“It can help students to get a higher mark in the Aural Test.”

Media

“Even parents do not know about music, parents can still assist and monitor the music learning progress of kids with this App.”

“Just like a 24-hours music teacher at your home.”

Media

“AURALBOOK breaks the tradition of 1-to-1 teaching mode and allow students to use App to prepare music examination”

Media - Users’ Comment

“The best feature is that it can say encouraging message and tell the correction method. It is very easy to use. ”

“This App can assist parent to help kid to review. The design of the system just like a game and can attract student to learn. ”

Mother of a son who takes ABRSM Grade 3 Piano Exam

Mother of a son who takes ABRSM Grade 1 Cello Exam

Media - Users’ Comment

“I think the App is great it can judge my singing voice automatically. No App in the market can provide the same feature and so I cannot practice this part by myself before.”

Lady who takes ABRSM Grade 5 Piano Exam

Market Response

Tim Topham

Piano Teacher & PerformerMelbourne, Australia

http://www.timtopham.com

Market Response

Dr. Cerian WebbAssociate Lecturer

University of Cambridge

“This is a great App”

Chaim HanstaterViolin teacher, Currently living at Belgium

“I have to say they were very helpful”

“I just wanted you to know what a great app you have provided us.”Kris SpiteriPiano teacher, Currently living at Malta

Market Response

Mother of a daughter who is learning ABRSM grade 1 piano

Currently living at Southsea, England

“I wish I had so much support when I learnt the piano... iPhone app to help Lauren’s ABRSM piano exam... Check it out if you need help with aural tests!”

Mother of a son who is learning ABRSM grade 3 musicOnline feedback in AppStore

“It really helps my son who will take ABRSM exam in the coming march to practice aural at home. Excellent!”

Social Responsibility

• Music Examination seminars• Popularize education for public • Taught by HKiED Lecturer

Market Potential

• 1.3M+ exam candidates worldwide EVERY YEAR (Source: Annual report of examination authorities worldwide)

• 60M+ music students at China 50+ millions of piano students 10+ millions of violin students (Source: China Musical Instrument Association 中國樂器協會 )

• Age 3+ kids start the first lesson of singing and music listening

Product Roadmap

Aural Training [AURALBOOK]

Sight-Reading Training (2014)

Instrument Playing Training (2015)

Software Products

Community Products

Cross Selling

• Music score sheet• Concert ticket• Teacher referral• Performance referral

PLAYNOTE

Patent granted technology and Award winning applicationArtificial intelligence and cloud computing for professional music education

Can magically hear and analyze human singing, clapping and instruments playing. Instant professional comments with real voices

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Led by experienced entrepreneur with proven record Co-Founder of technology start-up, which is listed in HKEX already

Huge market growth potential in China and Worldwide Millions of music students in China