mirasol® Displays
True to the Published Experience




Cheryl K. Goodman – Director of Publisher Relations
Qualcomm MEMS T...
Safe Harbor / Important Notices

     • This presentation may refer to, describe and/or include images of parts (or device...
Quick Facts: Qualcomm, Inc.

                                                                    Founded in 1985

        ...
mirasol® displays: based on Biomimicry:
                           Science Imitating Nature
                  Those who ar...
mirasol® Displays - A MEMS based Reflective Display
         As a mechanical device, the mirror actuates due to an applied...
What Has Worked in Print Since 1439?

   • Early ereaders have mimicked the print (book/news) model well
         - What’s...
Convergence Is Already Happening in Ereading Devices




June 9, 2010         www.mirasoldisplays.com     Page 7
Convergence = Growing Power Gap




Source: Battery Technology & Power Management Conference, Vancouver, 18 August, 2005. ...
Where are We Headed?
                                       Spectrum of Ereaders

                                        ...
Why should a Publisher Care About an Ereader’s Power Consumption?
                     Power Enables Revenue Growth & Cust...
mirasol® Display E-reader Power Advantage in Today’s Model
                                        (Reading only – no vide...
Scalability as Usage Evolves
                                                                                             ...
mirasol® Display E-reader Power Advantage In New Model
                                                Inclusive of Video,...
The Rest of the Story
                   What are the differentiators for mirasol displays?


               Power

      ...
The Value of Color
               Color enables diverse content and an enriched user experience.




June 9, 2010         ...
Sunlight Viewability

                       Indoor Lighting      Overcast         Bright Sunlight




               EPD ...
Efficient Displays Are Where Green E-readers Begin

 Key Facts:
 Research Whitepaper Commissioned by QMT, Authored by Pike...
Energy Efficient Display Are Where Green Devices Begin

  Key Facts:
  Research Whitepaper Commissioned by QMT, Authored b...
Consumers Make Decisions Based on Efficiency
  Thinking about the product itself, which of the following attributes, if an...
Not Just Manufacturers Benefit
                            Everyone in the Value Chain Benefits



                       ...
Where and How the Power is Consumed in Displays

           LCD                           OLED                            ...
= Electrophoretic Display (EPD)




June 9, 2010   www.mirasoldisplays.com           Page 22
Where are We Headed? Ereader Devices

  • Existing ereaders are a head fake:
    Smartphones/converged devices

  • New ca...
June 9, 2010   www.mirasoldisplays.com   Page 24
5.7” XGA mirasol Color Display




                    To view the video demo online, visit
                         www.m...
Summary

•       Display challenge is to provide an enhanced user experience for media – print though
        video

•    ...
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Cheryl goodman mirasol

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Presentation from M-Publishing Conference on 1 June 2010 in London, www.camerjam.com/events/m-publishing

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Cheryl goodman mirasol

  1. 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. 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. 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. 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. 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. 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 June 9, 2010 www.mirasoldisplays.com Page 6
  7. 7. Convergence Is Already Happening in Ereading Devices June 9, 2010 www.mirasoldisplays.com Page 7
  8. 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. 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. 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. 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. 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. 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. 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. 15. The Value of Color Color enables diverse content and an enriched user experience. June 9, 2010 www.mirasoldisplays.com Page 15
  16. 16. Sunlight Viewability Indoor Lighting Overcast Bright Sunlight EPD Display mirasol® Display TFT Display June 9, 2010 www.mirasoldisplays.com Page 16
  17. 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. 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. 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. 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. 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. 22. = Electrophoretic Display (EPD) June 9, 2010 www.mirasoldisplays.com Page 22
  23. 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. 24. June 9, 2010 www.mirasoldisplays.com Page 24
  25. 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. 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

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