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Convertible notes are loans which provides the creditor with an option to convert the outstanding loan into shares of the company.
It is not generally considered an ideal form of financing for the debtor, since shareholders are likely to have their ownership diluted. So the better convertibles are those with low coupons, long tenure, and high conversion price; minimising financing expense, ensuring financing security, and limiting possible ownership dilution.
The link you provided has none of these details, so you have to read the term sheet of the convertible notes, to understand the implications it has on the company, and the value of its shares.
You can read up on other convertible-like deals, such as WB's General Electric investment in 2008.