 The company has received seed investment from Allen and Buckeridge and is headquartered in Sydney.Their first product, MyEars, launched in beta test on 14 July 2010, is a web based audio profiling service that creates 7.1 surround sound over headphones that is individualised to the listener.The 3D audio effect rendering process is quite standard; however, the profiling service uses a hearing localisation test to make a prediction of the ear shape of the listener and generates individualized Head Related Transfer Functions (HRTFs) for the right and left ears.