The document discusses the merits of mirasol® displays, which utilize biomimicry for color creation and are advantageous in terms of power efficiency and multimedia capabilities. It compares mirasol displays to traditional technologies like LCD and EPD, highlighting benefits such as reduced energy consumption, improved outdoor visibility, and environmental impact. The conclusion emphasizes the need for publishers to embrace advancements that enhance the user experience in a converging digital landscape.

1. mirasol® Displays
True to the Published Experience
Cheryl K. Goodman – Director of Publisher Relations
Qualcomm MEMS Technologies, Inc. (QMT)
goodman@qualcomm.com
June 9, 2010 www.mirasoldisplays.com Page 1

2. Safe Harbor / Important Notices
• This presentation may refer to, describe and/or include images of parts (or devices containing such
parts) whose manufacture, use, sale, offer for sale, or importation into the United States is limited or
prohibited by certain injunctions against QUALCOMM Incorporated. This presentation is not an offer
to sell any such parts or devices for use in or importation into the U.S., nor is it to be construed as as
assistance in the making, using, selling, offering to sell, or importation of any such part or device in or
into the U.S. This presentation is intended solely to provide information for products and uses that are
outside the scope of the injunctions.
•Before we proceed with our presentation, we would like to point out that the following discussion will
contain forward-looking statements from industry consultants, QUALCOMM, and others regarding
industry trends, anticipated future results, potential market size, market shares, and other factors
which inherently involve risks and uncertainties, including the rate of development, deployment and
commercial acceptance of CDMA-based networks and technology and fluctuations in the demand for
CDMA-based products, services or applications.
• These and other risks and uncertainties relating to QUALCOMM’s business are outlined in detail in
our most recent 10-Q and 10-K forms filed with the Securities and Exchange Commission.
• Please consult those documents for a more complete understanding of these risks and uncertainties.
• This presentation may includes a discussion of "non-GAAP financial measures" as that term is defined
in Regulation G. The most directly comparable GAAP financial measures and information reconciling
these non-GAAP financial measures to the company's financial results prepared in accordance with
GAAP have been included at the end of this presentation.
June 9, 2010 www.mirasoldisplays.com Page 2

3. Quick Facts: Qualcomm, Inc.
Founded in 1985
Fortune 500 Company
Approx. 11,000 U.S. and 50,800 International
patents and patent applications of CDMA and
related technologies including WCDMA
and OFDMA
Member of the S&P 100 & 500 Indexes
Qualcomm MEMS Technologies, Inc. (QMT) is a
wholly owned subsidiary of Qualcomm
June 9, 2010 www.mirasoldisplays.com Page 3

4. mirasol® displays: based on Biomimicry:
Science Imitating Nature
Those who are inspired by a model other than Nature, a mistress above all
masters, are laboring in vain. - Leonardo Da Vinci
• The mirasol display works by
reflecting light to create color
• The phenomenon that makes a
butterfly’s wings shimmer is the same
principle mimicked in mirasol displays
Other examples of biomimicry: Low friction ship
hulls from shark skin
Velcro® from Morphing aircraft wings Neuromorphic chips
seeds clingy spurs from bird’s wings from neural networks
June 9, 2010 www.mirasoldisplays.com Page 4

5. mirasol® Displays - A MEMS based Reflective Display
As a mechanical device, the mirror actuates due to an applied voltage, with a response time of
10 - 15 usec – easily supporting video applications
Simple Pixel Design using MEMS
- Light Modulation from applied voltage
- Color Selection from constructive interference
- Memory from electro-mechanical behavior
<1 uM
• No color filters • No polarizer • No transistors • No organic material • No backlight
June 9, 2010 www.mirasoldisplays.com Page 5

6. What Has Worked in Print Since 1439?
• Early ereaders have mimicked the print (book/news) model well
- What’s important:
- Contrast
- Visibility
- Mobility
- no/low power obligation & lightweight
- Instant Access
• Expectations have changed,
- not because of iPad,
- but evidenced by iPad success
- color
 are now mandatory
- video
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7. Convergence Is Already Happening in Ereading Devices
June 9, 2010 www.mirasoldisplays.com Page 7

8. Convergence = Growing Power Gap
Source: Battery Technology & Power Management Conference, Vancouver, 18 August, 2005. Stuart Robinson, Strategy
Analytics, Ltd.
June 9, 2010 www.mirasoldisplays.com Page 8

9. Where are We Headed?
Spectrum of Ereaders
Color
Expansive Content
(books, magazines, etc.)
Web Experience
Video/Photos
Gaming / Music
Reading 6700 mAh
Battery
1500 mAh Low Power
Battery
Visible Outdoors Web Experience
$$ - $$$$
Reading Devices Video/Photos
Power & Visibility
$ - $$ No color Intuitive UI Gaming / Music
Issues
Low Power No web Reading
2X the weight
(for Reading) No video Small Battery Computing
Visible Outdoors 40% thicker
No gaming Intuitive/Familiar UI
Small and Thin No photos Lightweight & Thin Expansive Content
Expectation of Print
Demographic: Demographic:
AND
Serious Book Readers Multimedia Criteria Multimedia Gurus
June 9, 2010 www.mirasoldisplays.com Page 9

10. Why should a Publisher Care About an Ereader’s Power Consumption?
Power Enables Revenue Growth & Customer Experience
The Immersive Lowered BOM costs reduces overall device costs,
easing pricing pressure on content
Reading With lower power consumed, each device has the
Experience potential for smaller/less expensive batteries
Device Bill of
Materials Cost
Heat – Cost - Weight
Reflective displays are less
complex to drive resulting in 2/3 Low
less bandwidth use*
Power
More usage time =
more opportunity for
carrier revenue
Average magazine is More ART= more content
~150MB with pubs like downloads and purchases
Wired skewing up 500MB
Increased ART can drive
advertising opportunities
June 9, 2010 www.mirasoldisplays.com Page 10

11. mirasol® Display E-reader Power Advantage in Today’s Model
(Reading only – no video/web/touch)
Comparable to Low-Power Leader EPD, 7-9 X Advantage over LCD
27.8
25.6
Use Model Assumptions
•30 Mins/Day book reading (3 pages/min)
•30 Mins/Day Newspapers + Magazines (7 pages/min)
•2100 mA-h battery
•(802.11.g) wifi for content download (25 MB/day)
Battery Life (hours)
•Display Timeout 5 mins (x2)
8.2
5.6
3.3
1.5
mirasol® EPD ChlLCD 50% LCD 100% LCD OLED
Source: Qualcomm Labs
June 9, 2010 www.mirasoldisplays.com Page 11

12. Scalability as Usage Evolves
240,000 mW
100,000mW
Ereader Energy Consumption by Application
10,000mW
OLED 4,850mW
6,000 mW
100% LCD 1,950 mW 2,650 mW
1,650 mW
50% LCD 1,100 mW
980 mW 1,000mW
ChlLCD 400 mW
150 mW
100 mW
EPD 13 mW
10mW
mirasol® 1.5 mW
1mW
Books Magazines/Newspapers Web Video
(3 pg/min) (7 pg/min) (5 frames/sec.) (30 frames/sec.)
June 9, 2010 www.mirasoldisplays.com Page 12

13. mirasol® Display E-reader Power Advantage In New Model
Inclusive of Video, Web, Touch
3X Advantage over EPD, and 3-4X Advantage over LCD
15.6
Use Model Assumptions
•30 Mins/day Book reading (3 pages/min)
•30 Mins/Day Magazine Reading (7 pages/min)
• 20 Mins/Day Web Browsing (5 frames/second)
•10 Mins/Day Video (30 frames/second)
•2100 mA-h battery
• (802.11g) WiFi for content download, Web Browsing
Battery Life (hours)
•Display Timeout (5 Minutes x 2)
5.6
4.6
2.9 2.8
1.4
mirasol® EPD ChlLCD 50% LCD 100% LCD OLED
Source: Qualcomm Labs
June 9, 2010 www.mirasoldisplays.com Page 13

14. The Rest of the Story
What are the differentiators for mirasol displays?
Power
Multimedia Capable
Color
Outdoor Visibility
Environmental Impact
June 9, 2010 www.mirasoldisplays.com Page 14

15. The Value of Color
Color enables diverse content and an enriched user experience.
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16. Sunlight Viewability
Indoor Lighting Overcast Bright Sunlight
EPD Display mirasol® Display TFT Display
June 9, 2010 www.mirasoldisplays.com Page 16

17. Efficient Displays Are Where Green E-readers Begin
Key Facts:
Research Whitepaper Commissioned by QMT, Authored by Pike
Research, a Cleantech Market Intelligence Firm
Analysis Results:
E-readers consume 90% less CO2 emission
equivalents than their print equivalents
- (1170 kg vs 120 kg)
Usage matters – using a mirasol display saves
additional 500kg over use
- (equivalent to 2.5% of avg. US individual
carbon footprint)
June 9, 2010 www.mirasoldisplays.com Page 17

18. Energy Efficient Display Are Where Green Devices Begin
Key Facts:
Research Whitepaper Commissioned by QMT, Authored by Pike
Research, a Cleantech Market Intelligence Firm
Energy Analysis Results:
33.7% less energy on the handset - 1/10th to 1/100th consumption of an LCD
51% more battery life and usage time
Based on a simple lifecycle analysis, global adoption could result in:
94% less CO2 equivalents emitted from the display use
58 fewer recharge cycles per year per handset
1.25 yr. average extension on life of Lithium Ion battery
33% extension of battery lifetime would yield:
12,000 fewer tons of Lithium Ion batteries into landfills per year
$12 billion savings in battery replacement costs for consumers
June 9, 2010 www.mirasoldisplays.com Page 18

19. Consumers Make Decisions Based on Efficiency
Thinking about the product itself, which of the following attributes, if any, should a consumer
electronics product have for you to consider it environmentally friendly or “green” ?
Consumer Electronics Association: Shades of Green - Consumer Attitudes Regarding Green CE
May 2010
June 9, 2010 www.mirasoldisplays.com Page 19

20. Not Just Manufacturers Benefit
Everyone in the Value Chain Benefits
Product
Designers OEMs Carriers Consumers
Managers
Design flexibility Lower costs via Improved energy More energy = Fewer charging cycles,
with potential use smaller battery budget - enables more Available extended battery life
of smaller battery flexibility in Revenue Time = Increased viewability
applications and higher ARPU
Product Increased access to
features
Differentiator services due
June 9, 2010 www.mirasoldisplays.com Page 20

21. Where and How the Power is Consumed in Displays
LCD OLED EPD mirasol display
Frontlight required only in dark environments
Polarizers, Color Filter Only 20% of generated Consume power to change image displayed
and TFT block up to 95% light escapes due to
of transmitted light internal reflections* EPD
V
IMOD
Need a bright and Brightness achieved by
constant light source more current
More current = less
lifetime t
*Display Search OLED Technology report, 2008
June 9, 2010 www.mirasoldisplays.com Page 21

22. = Electrophoretic Display (EPD)
June 9, 2010 www.mirasoldisplays.com Page 22

23. Where are We Headed? Ereader Devices
• Existing ereaders are a head fake:
Smartphones/converged devices
• New category in Consumer Electronics next
to TVs, Notebooks, and Cell Phones
• Rebirth of Tablet PCs?
• Potential to transcend all generations
• Represents the last analog to digital
transition
June 9, 2010 www.mirasoldisplays.com Page 23

24. June 9, 2010 www.mirasoldisplays.com Page 24

25. 5.7” XGA mirasol Color Display
To view the video demo online, visit
www.mirasoldisplays.com
June 9, 2010 www.mirasoldisplays.com Page 25

26. Summary
• Display challenge is to provide an enhanced user experience for media – print though
video
• Convergence is happening to ereaders – just like
mobile phones and will drive compromises
• Publishers need to understand and help push
technology that is consistent with the print
experience and model.
• Color, video, low power and sunlight viewability
are critical to the print and digital experience
June 9, 2010 www.mirasoldisplays.com Page 26