Bragi atCES 2017

Booth locationTECH WESTVenetian Tower – Suite 30-132 and Suite 30-1343355 S Las Vegas Blvd.Las Vegas, NV 89109P: 702-414-1000

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Information & HighlightsAttending Executives

Nikolaj Hviid – Founder & Chief Executive Officer

Anders Jenmalm – Chief Procurement Officer & Chief Supply Chain Officer

Darko Dragicevic – Executive Vice President,Partners & Solutions

David Hogan – Chief Sales Officer

Jarrod Jordan – Chief Marketing Officer

For meeting requests with Bragi executives, please contact Jake Duhaime M jake.duhaime@bragi.comC 1-617-285-8087.

CEO Nikolaj Hviid

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Hands on with The HeadphoneCES will be the first opportunity for the tech community to physically touch and experience The Headphone.

Bragi’s second product offers smooth sound, bangin’ bass, up to 6h of battery life in a single charge and the best Bluetooth connectivity of any truly wireless earbud on the market. The Dash embraces personal customizationWith multiple FitSleeves in each Dash box, Bragi was able to dispute the one-size fits all myth for wireless earbuds. New for CES 2017, Bragi has teamed up with Hearing Components to produce specialized Comply™ Foam Tips for The Headphone.

These Comply™ Premium Foam Tips allow for a personalized fit, forming to a user’s ear once ex-posed to body heat. This results in more dynamic sound and an improved overall user experience.

Bragi KUI (Kinetic User Interface) The Dash has an updatable OS that saw three major updates in 2016. None bigger than the introduction of a Kinetic User Interface, which allows the user to become the device, controlling it without physically needing to make contact.

For example, access Siri or Google Voice with just the tap of your cheek, accept phone calls with a nod of the head, or Shake to Skip a track if you don’t like the song. Fourth Platform We at Bragi have always seen The Dash as a powerful microcomputer loaded with sensors and speakers. It just happens to fit into one’s ear.

Having developed and experimented with countless features for Hearable technology, Bragi views the industry as an opportunity to embrace freedom of movement, while reducing our dependency on smart phones.

We prefer to look up, not down, seeing this as a natural way of communication.

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Highlights CES 2017

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Two Different User Types With the introduction of The Headphone, Bragi is starting to see two clearly defined user types.The Dash has thrived with athletes who enjoy 4GB of internal music storage, fitness tracking capabilities and an on-the-run charger. The Headphone is designed for audiophiles who crave a high-quality streaming experience with long-lasting battery life.

Athletes who have embraced The Dash include Mike Modano (Hockey), Bethany Hamilton (Surf-ing), Hannah Teter (Snowboarding), Melissa Henderson (Soccer), Matt Barkley (Football) and many others. Unique PartnershipsBragi has teamed up with IBM Watson to transform the way people interact, communicate and collaborate in the workplace. By bringing Watson to The Dash, users will be able to use the device to do everything from receive instructions, communicate with co-workers, keep tabs on their well-being and safety, even potential language translation capabilities.

For 2017 Bragi plans to significantly expand the partner ecosystem, going beyond B2B and the work environment to include consumer areas like communication, music, sports/ health, gaming and commerce. The Kickstarter Grows UpOnce the largest Kickstarter in European history with 15,998 backers, Bragi now operates in four cities (Munich, Hong Kong, Chicago and New York) with nearly 200 employees. The number of employees on staff has doubled since our CES appearance last year. Awards & AccoladesThe Dash was named 2016 Hearable of the Year by Wareable and Bragi was named Best B2C Scale Up at the 2016 DT50 Awards. At CES 2015, Bragi was awarded the Best Innovation Award, while the Dash was still in development Industry InnovatorsSince its founding, Bragi has led an industry that never existed before (Hearables) and become a market leader in one that had (Wearables). We will continue to innovate in 2017 with new prod-ucts, features, partnerships and approaches to the evolving Hearables/Wearables marketplace.

Bragi was named Wareable Magazine’s Hearable of the Year for 2016

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Bragi To Showcase Hearable Innovation at CES 2017 The Headphone and The Dash to be displayed in several locations Las Vegas, NEVADA (January 3, 2017) – Press Release Bragi, the Kickstarter-launched company behind The World’s First Smart Hearable will showcase the latest in hearable technology at CES 2017 from January 4-8. Bragi’s two products – The Headphone and The Dash will be available for public viewing and demoing at the following locations. Comply – Las Vegas Convention Center, South Hall 1, 20648 NXP Semiconductor – Las Vegas Convention Center, Central Plaza, CP 25 Knowles – Venetian Hotel, Level 4, Zeno 4602 Bragi’s executive team will host sales and press meetings at the Venetian Hotel (Level 30) throughout the show. To schedule a meeting, please contact one of the following individuals: Sales – David Hogan (david.hogan@bragi.com) Partnerships – Darko Dragicevic (darko.dragicevic@bragi.com) Media – Jake Duhaime (jake.duhaime@bragi.com) What’s New? After a two-week delay, The Headphone started shipping worldwide on December 15. Unfortunately, output on the production line has been slower than expected, meaning several customers did not receive the product before the Christmas holiday. This problem should be fixed over the next couple of weeks. The Headphone has been met with several positive reviews including TechCrunch, The Verge and Engadget, all of which praise its Bluetooth connectivity, an issue with nearly all Gen-1 wireless devices. Since making its debut at CES 2015, The Dash continues to lead the way for innovation within the Hearables industry. Three software updates were introduced during the second

half of 2015, the latest of which, Bragi OS 2.2, marked the beginning of a Kinetic User Interface (KUI) for The Dash. The KUI enables the body to turn into the device, activating Siri or Google Now with the tap of a cheek, or changing the song with a tilt of the head. Partnerships With multiple FitSleeves in each Dash box, Bragi was able to dispute the one-size fits all myth for wireless earbuds. New for CES 2017, Bragi has teamed up with Hearing Components to produce specialized Comply™ Foam Tips for The Headphone.

These Comply™ Premium Foam Tips allow for a personalized fit, forming to a user’s ear once exposed to body heat. This results in more dynamic sound and an improved overall user experience.

Also on display will be the latest update from Bragi’s partnership with IBM Watson. In September, Bragi and IBM joined forces to bring Watson’s AI technology to The Dash, with the goal of transforming the way people interact, communicate and collaborate in the workplace. Bragi’s other 2016 partnerships of note included DriveNow and Deezer. Honor Roll The Dash was recently honored with Wareable Magazine’s 2016 Hearable of the Year Award, presented in London last Fall. Bragi was also named Best B2C Scale Up at the 2016 DT50 Awards, saluting Europe’s top startups. About Bragi Bragi was founded in 2013 and went live a year later on the crowdfunding platform Kickstarter. With 15,998 backers who contributed over $3.3 million (USD), Bragi has evolved from a promising startup to a market moving creator of innovative technology, opening the new category of Hearables. This includes more than 150 unique patents in the space. Through relentless innovation and discovery, Bragi wants to transform the world of smart headphones offering freedom of movement, maximum comfort and amazing sound – all while audibly coaching, tracking movement and capturing key biometric data. For more information about The Headphone or The Dash visit www.bragi.com/press. Contact information

Jake Duhaime Bragi jake.duhaime@bragi.com Lorena Poy Bragi lorena.poy@bragi.com

Bragi at CES 2017 Recent Press

BRAGI’S WIRELESS EARBUDS ARE LIKE APPLE’S AIRPODS, EXCEPT ITS MUCH MORE Forbes – December 13, 2016 Ben Sin

More than two and half years before Apple marketing chief Phil Schiller "courageously" announced the Cupertino tech giant's take on the true wireless earbuds this past September, a small company in Munich had already planted the idea in people's heads: earbuds that are truly free of cords and dongles - just two little nubs in your ear that play music.

But when the Bragi Dash finally hit the market - funded through a wildly successful Kickstarter campaign - in early 2016, reviewers found it a mixed bag. On one hand, they raved about the Dash's build quality, feel, and potential, but lamented that the audio connectivity was unstable.

"Wireless earbuds are still an unfinished dream," declared Sean O'Kane at the Verge during his testing of the Dash. That was nine months ago - basically half a lifetime in tech circles - and the Dash today has improved its Bluetooth connectivity significantly.

But even still, Bragi's boss Nikolaj Hviid concedes the Dash probably will still suffer from the occasionally split-second dropped connections. What's more eye-opening is his admission that the Dash's sound "probably isn't the best."

Such candor is rare from a consumer electronics company head (or anyone speaking to the media on behalf of any company, for that matter), but that's because Hviid never envisioned the Dash to be an earbud/earphone/headset/whatever you want to call it. "I've always looked at the Dash as an omnipresent, ubiquitous computer that's always there," says the 42-year-old Dane, who before Bragi worked in Shenzhen as electronic company Harman's head of design.

In fact, Hviid reveals that audio playback functionality was added simply to appeal to consumers and investors.

"I knew that at the time, no one would buy a so-called computer in your ear, because people wouldn't understand it. So I packaged it into something people know and understand -- an earphone."

But why do we need a computer in our ears when we have one on our desks and in our hands? Well, Hviid feels that the sense of hearing has more multi-tasking potential than sight. "When you use a smartphone, your eyes are looking at it and has to stay focused on the screen," Hviid says. "But with hearing, it's a parallel interface, meaning you hear everything at the same time."

Another point he brings up is that interacting with a computer via a screen is a reactionary response -- you have to turn your eyes to it. But with hearing, your ears are always opened and listening.

It's the same logic that Max Wu of Vinci told me about his vision of smart headphones one day replacing the smartphone as the bulk of our computer interactions. In my feature I called the Vinci "the most ambitious headphones ever made," the Dash, then, is easily the most ambitious earphones ever made -- and it precedes the Vinci by more than a year.

While Hviid has grand visions for the Dash -- he has hinted at features such as the earbuds being able to pick up foreign words, even sentences, and translate it back to you -- at this current time the Dash are still mostly earbuds, but a damned good one at that. For one, the Dash doesn't just work as a bluetooth headset that plays music from another device. Inside one of the tiny earpiece is 4GB of internal storage. That means the Dash can work as a standalone music player. This is highly useful for gym sessions because you no longer have to bring along your phone/MP3 player for music. Also crammed into the earbuds are 23 sensors (like accelerometer, gyroscope, and many more) that checks everything from your heart rate to step count to head movement. The latter means you can activate certain features of the earbuds by nodding or shaking your head -- like whether to answer or reject a phone call, for example.

The Dash is also water-resistant enough that you can wear them to swim, and there's a sensor to track laps swam too. Everything is activated by touch (the earbud's outer casing has touch sensors) and while the taps and swipes that are required to play/pause music, check for time, or start a run tracking takes some time to get used to, they are undoubtedly a clever way of interaction.

"The Dash is a new kind of device that you need to learn how to use," Hviid says.

And if Hviid and his team of 180 staffers right now (including 25 in Shenzhen and Hong Kong, mostly working in hardware production and assembly line) get their way, the device will soon return the favor and learn from you. "I like to think of the Dash as a learning platform, and we welcome feedback ... even complaints," Hviid says, referring to the early reviews that criticized the device's connectivity. "And we're always working to improve. We've put out like nine software updates in the past year."

During my brief time testing the Dash, the heart rate sensor worked fine (it remained consistent with my Fitbit Charge 2 and Meizu fitness band), but the step counter seemed to undercount.

And as mentioned earlier, the widely reported Bluetooth connectivity issue wasn't a big deal (it's virtually non-existent indoors, where bluetooth signals can bounce off walls; and pops up every few minutes or so for a split-second outdoors). It's by no means as flawless a connection as the Erato Apollo 7, but when you consider how many more things the Dash brings to the table (while maintaining completely wire/dongle free), and there's no denying that Bragi's developed an innovative and impressive piece of hardware that deserves praise.

Surprisingly, given Hviid's roots, he says the Dash is focusing mostly on the US and Asia market, because, in his words, "in Shenzhen people are much more willing to try new things."

And that's what the Dash aspires to be. Something new and never-before-seen. Hviid has plenty of crazy ideas for the Dash, some of which have already been implemented, like tapping your cheek (yes, your cheek) instead of the earbuds itself to start Siri/Google Voice assistant (I have tried it and it's quite hit and miss, however), and some crazy ones that will likely never come to light, like physically jumping to skip a track.

"Obviously, we have some things that needs fixing," Hviid admits. "But I'm proud of the product we've put out because it's innovative. What other product can check your heart rate and play music while you swim? Nothing."

BRAGI’S THE HEADPHONE PROVES FULLY WIRELESS EARBUDS CAN BE GREAT

TechCrunch – November 30, 2016

Darrell Etherington Bragi’s first product, the Dash, was incredibly ambitious, combining totally wireless earbuds with fitness tracking and more. The Headphone, its next product, scales back the ambition but nails the core features of providing a set of wireless earbuds you’ll actually want to use all the time.

Ditching frills for focus

The Headphone doesn’t offer activity tracking or fancy gesture controls – instead, it promises Bluetooth audio, with physical buttons on the right earbud to control playback and volume. The case for The Headphone just holds the buds for charging; unlike The Dash, the storage container does not also hold backup charge for the headset.

Despite everything Bragi took away with this design, what you get for the $149 asking price actually seems like a far better bargain; The Headphone’s biggest strength is solid connectivity, and it also offers a wonderful (and accurate, based on my own real-world testing) six hours of battery life. Even its microphone, which partly employs bone induction to get around the lack of any way to beam from like Apple’s AirPods or point at your mouth, works well for Siri and for calls, albeit coming off a bit “tinny” according to people I spoke to while using it.

Hear what you want when you want Bragi also left in an audio transparency feature that lets you activate pass-through noise channelling for times when you want to hear what’s going on around you, but don’t necessarily want to take the Headphone buds out and potentially lose or misplace them. This was amazing; I used it multiple times to order at food joints and otherwise speak to people around me, and I could hear people very well,

while also keeping my voice at a normal level instead of doing that dumb near-yelling thing you do when you’re trying to talk to someone while wearing normal earbuds.

To turn on audio transparency, you just hold down the volume up sound button for a few seconds. The transparency sounds a bit like The Headphone is picking up audio via its own mics and then feeding that to your ears via its speakers, which is what’s happening. This is a little weird at first but you’ll quickly get used to it, and the end result is very effective. Also, if you remove The Headphone while this mode is activated and place it in the case, it can provide some loud feedback noise, but this is something that Bragi says won’t necessarily be present in the final version. Even if it were, it’s easy to avoid and not really a noteworthy flaw.

Sound to sing about Audio quality is great on The Headphone, especially when used with the included Comply foam tips for a truly sound-isolating effect (you can still use the audio transparency function with these if you want to hear your surroundings). Users who are more familiar with bass-heavy audio from the likes of Beats and other manufacturers might find these a little lacking on the low-end, but they’re well-tuned for acoustic and tunes and more faithful audio reproduction in general. Your mileage may vary on the production version, however; Bragi noted in the review materials that the acoustic tuning was not necessarily final on this pre-release version of the product.

My favorite use of headphones in general these days is listening to podcasts while in transit, and The Headphone is perfect for that, because it seems audio balanced perfectly for spoken voice. On-bud volume controls also help greatly with adapting to different listening environments, and the ability to skip forward or back right from The Headphone itself also comes in handy here. As you’re doing anything that requires using the physical buttons, though, you’ll be pushing the right Headphone into your ear, which isn’t ideal in terms of comfort but which is also more reliable than more fancy gesture-based controls.

Power player Battery life is another standout quality for The Headphone; they claim six hours of playback per charge, and I actually got very nearly six hours of use from the initial charge out of the box. They indicate battery life in the menu bar of any iOS device, and they also charge back up quickly – two hours to a full tank from empty. Bragi’s Dash comes with a case that has backup charges built-in, but they’re only rated at four hours of continuous use.

The Headphone’s long life is also important because it’s actually possible and comfortable to wear them for that long – not many earbuds can claim the same, wireless or not. They fit in my ears, too, which is more than I can say for the upcoming AirPods, for instance – and again, more than can be said for a fair number of earbuds out there. The Headphone’s fit is so good that you can use them for jogging or running, especially with the grippy Comply tips, and Bragi also says they should be fine handling sweat.

Bottom line Prior to using these, my favorite Bluetooth headset was the most recent Jaybird Freedoms, which are still corded between buds. The Headphone exceed those in comfort, and it’s hard to explain just how freeing it is to finally be rid of that cord. Using them feels a little like you’ve finally arrived; this is what earbuds should’ve been all along.

Bragi is shipping these soon, according to the company, with pre-orders going on currently – Apple’s AirPods still don’t have a definite ship date, though, and are more expensive, too. And while there are other wireless earbuds on the market, The Headphone are the first I’ve used where I feel comfortable recommending them to anyone looking to finally, truly ditch the cord.

‘HEARABLES’ ARE NEXT BIG GROWTH MARKET FOR MATURING WEARABLE MARKET USA Today – November 23, 2016 Mike Feibus

Wearables suppliers are looking beyond the wrist, training their eyes on your ears, which they see as the next big growth area in this $10 billion market.

These new products, dubbed “hearables,” add sensors and smarts to wireless headphones and earbuds. That means they can do much of what their wrist-worn brethren can, like monitor heartrate and count steps. And because of their northern exposure, they have some distinct advantages as well.

Hearables began trickling out this year, and are rapidly gaining steam as we head into the holiday season. Samsung began selling its IconX smart earbuds around Labor Day, barely a week before Apple unveiled its own, called AirPods. Those are expected on store shelves by year’s end.

I’ve been evaluating three smart headsets for the past several weeks. Though all three qualify as hearables, they each have a very different approach. They are:

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• Vinci ($199), a fun, music-first over-the-ear headset. It went on sale via Kickstarter November 15. • Bragi Dash ($299), a pair of attractive in-ear, cable-free stereo buds. Available since early this year,

the Dash got an OS upgrade November 21. • Oakley’s Radar Pace ($449), impressive athletic performance eyewear with earbuds on the arms.

Radar Pace went on sale in October.

Vinci brings the power of a smartphone to your head, but without all the apps to bog it down. You can play your own music – either from the 32GB of storage or by streaming from Amazon, SoundCloud or Spotify. Or Vinci can choose for you. The headset learns from what you listen to, and then takes cues

from that – as well the time of day, your location and biometric measurements – to play songs it thinks you’ll enjoy in the moment.

It’s got a touchscreen control on one ear. You can select songs with it, or just say “Hello Vinci!” and tell it what to play. You can also have the screen play animations along with the music. You might as well – there’s plenty of power. The company claims 50 hours of playback between charges. I don’t know if it’s true. But I can tell you that, based on my experience, battery life will not be a problem.

I was a beta-tester, so I don’t have a production version of the headset. But I am getting the latest firmware updates. It’s been fun watching Vinci’s developers make more and more use of the capabilities over the past couple of months. And I’ll bet there’s more in store.

The Bragi Dash is another gift that keeps on giving. It will get some cool new capabilities with the OS update. The buds sit in each ear and connect wirelessly to each other and to your smartphone. The Dash has 4GB of memory, so you can listen to music when the Dash isn’t paired. I’ve been getting about three hours between charges. The sleek carrying case can recharge the buds several times before it will need juice.

The buds are remarkably comfortable and secure. The sound quality is great and call quality is pretty good. You can pause, play, skip and repeat tracks with swipes across the surface, which are a little tricky to hit consistently with your finger.

I get lots of oohs and ahs when I answer calls on the Dash by nodding my head. And on November 21, version 2.2 of the Dash OS brought a new interface: face gestures. With the Dash in my ears, I’m able to tap my cheek to awaken Siri or Google Now. Bragi says more facial gestures are in store. The Dash doesn’t take voice commands. At least, not yet.

The Radar Pace, which Oakley developed together with Intel, is already a polished conversationalist. The glasses are extremely well designed and crafted (at $449, they’d better be!) to be like a digital trainer in your ear. You set up goals, and Radar (that’s the assistant's name) will help you meet them. You don’t have to be an Iron Man. You can set goals more suited to weekend warrior types.

Conversations with Radar are closer to normal human interaction than anything I’ve experienced from a personal device. When you power up the glasses, she (like the other hearables, Radar uses a female voice) sometimes ask “how are you doing?” And if you ask her “how am I doing?” during a run or ride, she’ll tell you your heart rate, pace and how it compares to previous sessions.

Music and call quality are great. And the earbuds have several hinges for a precise, comfortable fit. Radar Pace will only work paired with a smartphone. It doesn’t have a built-in heartrate sensor, though it does pair with Bluetooth chest straps – which many athletes prefer.

It’s been quite a while since I enjoyed evaluating wearables this much. Because each of them, in their own way, takes advantage of the fact that they have your ear to deliver something new.

Taken as a group, they give us reason to believe that this could become an exciting segment in an otherwise tired wearables market. Like a breath of fresh air.

But don’t open your windows. It’s getting cold outside.

THE FUTURE ACCORDING TO BRAGI: AI, TRANSLATION AND AUDIO SOCIAL NETWORKS Wareable – September 5, 2016 Michael Sawh The very fact I'm standing in a room littered with IBM banners tells me that Bragi has something a little bit different to talk to me about. The makers of the original do-it-all hearable actually have a whole lot to reveal. The headline is that the startup is partnering with IBM to bring its AI-powered supercomputer tech to Bragi's hardware in order to help bring hearables into the workplace.

For current Bragi Dash owners, there's also a big software update to look forward to. Among other things this seeks to enhance Bluetooth connectivity, adds support for five different languages and brings on demand heart rate readings to the device.

The other big news is that it's also launching the Bragi Headphone, a set of truly wireless headphones that strips away the fitness tracking features of the Dash. Essentially, Bragi thought this was a good time to get the announcement out before a certain Apple event later in the week.

All in all, that's not a bad showing for a startup still made up of only 200 people which launched as a crowdfunding campaign in 2014. A sign of current progress? It has shipped 100,000 devices since February 2016. Don't fear Dash owners, Bragi's decision to make a headphone without the smarts doesn't means its abandoning its first generation device.

"We see Bragi Dash as the fourth platform," Jarrod Jordan, Bragi's chief marketing officer told us. "The first is desktop, the laptop is second, smartphone third and the Dash is fourth. To have a discreet audio assistant in your ear versus having something like a chip in your body or a virtual reality headset allows you to do many of the things you do with a screen but can accomplish with just hearing or speaking."

We're not going to see the fruits of IBM and Bragi's partnership in the near future. All we know for now is that it will aim to improve communication in the workplace, whether that's office or in industry we don't know the details yet. Bragi also has some interesting ideas on how the two could combine forces and create devices that could well have value outside the work arena too. One of these is real time translation, a futuristic function Waverly Labs' Pilot is trying to master.

"The reason why we're here at IFA is to see how IBM and Dash can improve international relations," Bragi's communication manager Jake Duhaime explained. "This is an open operating system and we are constantly updating the software. We can put the Bragi OS into other devices as well.

"What happens if you link up with Google Translate and I can hear you in English or someone can translate your voice into German. How much does that change things for international relations?

Despite hearable newcomers in the shape of tech heavyweights like Samsung, Bragi still believes it's at the forefront of the industry and the team is keen to remind me that this is more than just about a headphone that you listen to music on. It uses the same 'tiny computer in your ear' phrase that we've heard from fellow hearable startup Doppler Labs.

Another area where it believes its tiny computer could add value is in the growing audio social networking and gaming industry.

"I know there is big money being put into audio social networking in New York and Silicon Valley right now," Jordan told us. "They believe there is a real movement towards audio. I get it, it makes sense and it's not really been done. By 2020, audio will be the big fourth platform and I would like to see Bragi OS at the forefront of that."

First things first, improving the experience of its first product. Team Bragi acknowledges that Bluetooth connectivity and battery life remain things that people demand most from wireless headphones and it's focused on enhancing these features with software updates. It also believes companies are taking matters into their own hands to deal with the big connectivity issue.

"Bluetooth is a great thing, but we believe Apple are working on their own version," Jordan explained.

"We have a lot of cool features in the works," he added. "We could release them now, but we are not sure if people want or need them. If we put them out there it could be confusing. Take something like air time [for skateboarders and skiiers], seeing how much time they are spending in the air. That may or may not matter to most users but we can start to add in as long as we get the demand for it.

What you will see is that we are starting to build what we call macros: gesture orientated movements to activate features. There's a whole lot of things our team is working on. This year you will see some more updates, and you will see more interfaces added. We will begin to really show the difference between the Dash and other devices in this space.”