Outline

1
(No Transcript)
2
Outline

• Introduction
• Information about our company
• Our project Ino
• Box Contents of Ino (Hardware)
• Main Body
• Headset
• Software Arhitecture
• Processing Units
• Data Structures
• Marketing
• An animation that shows how ino works.

3
F5 Music Entertaintment Corporation

• Founded in September 2005 by eight entrepreneurs
  to work in music and entertainment industry.
• F5 Corporations main goal
• To develop unique and innovative products with
  high technology that have not met end users
  before

4
F5 Corporation Organization
CEO Derya Özdemir
R D Manager Armagan Alper
Sales Finance Manager Fatih Konuk
Designer Çagri Berksü
Software Department Gencay K. Evirgen Erdem Aksu
Electronics Department Cenk Atalan Levent Arisoy
5
The Project

• A portable music composer and player ino
• Ino is for
• Composing music through sensed user mood
• Recording your dynamically composed music
• Listening audio files (mp3, wma, wav)
• Using as a high capacity memory
• How does it work?

6
How does Ino work?

• Collect physical data from users body and the
  external environment
• Process these data combinations to determine the
  physiological state of user
• According to the results, collect relevant music
  samples.(Sample is a piece of music, like a piano
  or guitar chord or a single note.)
• Continuous data collection and sample selection
  continues
• The combinations compose a unique music

7
Box Contents of Ino

• Main Body
• Headset
• Memory Card
• Rechargeable Battery
• USB cable
• Ac to Dc Adaptor
• Users Manual
• Software CD

8
Main Body Design Specifications

• This version is designed by our graphical
  designer.
• Dimensions 12013520mm
• Weight 170gr
• 80 Mhz CPU,16Mb Ram
• 3 LCD
• Supplied disk1 GB MMC type
• Integrated bluetooth device to connect with Pc
  and headset

9
Headset

• Headset is a separate unit
• The communication of headset with main unit will
  use Bluetooth technology
• We will give information about
• General design
• Bluetooth device
• Sensors

10
(No Transcript)
11
Bluetooth Device

• blui2 (Mfr. TDK)
• This Bluetooth module will be used to carry
• sensors data to main body
• music to headset
• Class 1 Bluetooth device
• Range10m
• Dimensions 24x69x5mm
• Weight 8gr

12
Sensors Light to Voltage Converter

• TSL250R (Mfr. TAOS)
• This sensor converts light intensity to a voltage
  value.
• We can measure environment's level of light with
  this device
• It consumes very low power
• Dimensions 4.8x6.2x2mm

13
Sensors Temperature Sensor

• SMTIR9901 (Mfr. SMARTEC)
• This is a infrared sensor that can measure
  surface temperature without any contact
• We can measure users body temperature from users
  ear with this device
• It consumes low power
• Sensitivity 0.4 C
• Range-40C/100C
• Dimensions2.2x2.2x2mm

14
Sensors Accelerometer

• ADXL202E (Mfr. Analog Devices)
• Accelerometer can measure 2 axis displacement
• It can measure both dynamic acceleration (e.g.
  Vibration) and static acceleration (e.g. Gravity)
• It is a MEMS (Micro-Electro-Mechanical Systems)
  device.
• Dimensions5x5x2mm

15
Notes on Headset

• Data flow
• Headset will include a rechargeable battery which
  can be recharged with the supplied adaptor
• In the future, more sensors will be investigated
  (heart rate, conductivity, sound) to understand
  users mood exactly

Bluetooth Device
Main Body
A/D Converter
Sensors
16
Software Architecture

• PROCESSING INSIDE INO
• MAJOR DATA STRUCTURES

17
Processing Inside Ino
HEAD-SET
Bluetooth Transmitter
audio output
input code
Synthesizer
Decoder
separate input values for each sensor
List of samples
intensity ratings
Sample Retriever
new emotional state
18
Processing Inside Ino

• Real Time Bluetooth Listener
• Periodically read input
• Achieve via Java Bluetooth API
• Decoder
• Integrate emotional sensors
• Separate values for each sensor

19
Processing Inside Ino

• Interpreter
• The emotional reasoning
• Intensities of affected emotional categories
• Emotion Updater
• Interaction of emotional value with the current
  emotional state
• Transitions between moods

20
Processing Inside Ino

• 5. Music Sample Retriever
• A list of samples
• According to current intensity rates
• 6. Music Synthesizer
• Expression of the emotional state
• Apply Music and Emotion Theory Research 5
• Achieve via Java MIDI API

21
Processing Inside Ino

• 7. Transmitter
• Send synthesized audio
• Achieve via Java Bluetooth API

22
Data Structure

• Meta-Data for Music Samples
• Emotional features
• Music production rules
• Database for Music Samples
• Store audio content

23
Data Structure

• 3. Index For Audio content
• Fast retrieval
• Key on emotional features
• Manage meta data
• 4. Emotional Representation Model
• Emotion categories (e.g. OCC Model) 4
• Nearly 39 emotional categories 3
• Intensity ratings

24
Data Structure
Ref World Scientific Engineering Society
Press (1999) 109114 3

• Combination of emotion category and intensity
  representations

25
References

• Whissell, C.M. The dictionary of affect in
  language. In Plutchik, R., Kellerman, H., eds.
  Emotion Theory, Research, and Experience. Volume
  4 The Measurement of Emotions. Academic Press,
  New York (1989) 113131
• Schröder, M. (2004). Dimensional emotion
  representation as a basis for speech synthesis
  with non-extreme emotions. Proc. Workshop on
  Affective Dialogue Systems Lecture Notes in
  Computer Science (pp. 209220). Kloster Irsee,
  Germany.
• Cowie, R., Douglas-Cowie, E., Appolloni, B.,
  aylor, J., Romano, A., Fellenz, W. What a neural
  net needs to know about emotion words. In
  Mastorakis, N., ed. Computational Intelligence
  and Applications. World Scientific Engineering
  Society Press (1999) 109114
• Ortony, A., Clore, G.L., Collins, A. The
  Cognitive Structure of Emotions. Cambridge
  University Press (1988)

26
Interactive Technologies

• Related researches since 1960s
• Karlsruhe Museum
• Interactive video

27
Music Trend
28
Interactive Technology Trend
Music Trend

29
Competitive Advantage

• The alternatives
• Functions of current portable music players
• Competition on
• Memory capacity
• Design
• Compatibility with different data types .mp3,
  .jpeg
• INO
• A music composer

30
Market Shares
31
Price Determination

• Recent products for 215-250
• No MP3 player, but music composer
• Added value offered to the customer

32
Marketing Strategy

• Positioning as a music composer
• Sales and marketing on the Internet
• Two stages of marketing
• Specifically to reach the target market
• More wide spread marketing activities
• The aim to maintain brand awareness and loyalty

33
Target Market

• Basic characteristics
• Middle-high disposable income
• Interest on high-tech products and internet
• Highly involved in music consumption
• Target market segments
• Teenagers at school
• Young business people
• Family people

34
Demand Function
35
Break-even analysis
36
Plan B

• Alternative operation plan
• Has the function to play regular music files
• Can survive in the existing market

37
Income statement
38
Cash flow statement
39
Target Market Segmentation

• Teenagers at school
• need for social recognition, interest on
  high-tech products, peer impact on consumption
• Young business people
• middle-high disposable income, time constraints,
  interest on music
• Family people
• high disposable income, special interests-hobbies

40
Distribution channel