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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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June 9, 2010 Page 1www.mirasoldisplays.com
Cheryl K. Goodman – Director of Publisher RelationsQualcomm MEMS Technologies, Inc. (QMT)[email protected]
mirasol® DisplaysTrue to the Published Experience
June 9, 2010 Page 2www.mirasoldisplays.com
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 Page 3www.mirasoldisplays.com
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
Quick Facts: Qualcomm, Inc.
Qualcomm MEMS Technologies, Inc. (QMT) is a wholly owned subsidiary of Qualcomm
June 9, 2010 Page 4www.mirasoldisplays.com
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:
Velcro® from seeds clingy spurs
Morphing aircraft wings from bird’s wings
Neuromorphic chips from neural networks
Low friction ship hulls from shark skin
June 9, 2010 Page 5www.mirasoldisplays.com
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
• No color filters • No polarizer • No transistors • No organic material • No backlight
<1 uM
June 9, 2010 Page 6www.mirasoldisplays.com
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- video
are now mandatory
June 9, 2010 Page 7www.mirasoldisplays.com
Convergence Is Already Happening in Ereading Devices
June 9, 2010 Page 8www.mirasoldisplays.com
Convergence = Growing Power Gap
Source: Battery Technology & Power Management Conference, Vancouver, 18 August, 2005. Stuart Robinson, Strategy
Analytics, Ltd.
June 9, 2010 Page 9www.mirasoldisplays.com
Where are We Headed?Spectrum of Ereaders
Reading Devices$ - $$
Low Power (for Reading)
Visible OutdoorsSmall and Thin
No colorNo web
No videoNo gamingNo photos
Web ExperienceVideo/Photos
Gaming / MusicReading
ComputingIntuitive/Familiar UIExpansive Content
$$ - $$$$Power & Visibility
Issues2X the weight
40% thicker
1500 mAh Battery
Demographic: Serious Book Readers
Demographic: Multimedia Gurus
Color
Expansive Content (books, magazines, etc.)
Web Experience
Video/Photos
Gaming / Music
Reading
Low Power
Visible Outdoors
Intuitive UI
Small Battery
Lightweight & Thin
Expectation of PrintAND
Multimedia Criteria
6700 mAh Battery
June 9, 2010 Page 10www.mirasoldisplays.com
Why should a Publisher Care About an Ereader’s Power Consumption? Power Enables Revenue Growth & Customer Experience
With lower power consumed, each device has the potential for smaller/less expensive batteries
Lowered BOM costs reduces overall device costs, easing pricing pressure on content
Reflective displays are less complex to drive resulting in 2/3
less bandwidth use*
More usage time = more opportunity for carrier revenue
More ART= more content downloads and purchases
Increased ART can drive advertising opportunities
Low Power
Device Bill of Materials Cost
Heat – Cost - Weight
The Immersive Reading Experience
Average magazine is ~150MB with pubs like
Wired skewing up 500MB
June 9, 2010 Page 11www.mirasoldisplays.com
mirasol® Display E-reader Power Advantage in Today’s Model (Reading only – no video/web/touch)
Source: Qualcomm Labs
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)•Display Timeout 5 mins (x2)
mirasol® EPD ChlLCD 50% LCD 100% LCD OLED
Bat
tery
Lif
e (
ho
urs
)
27.8
25.6
8.2
5.6
3.3
1.5
Comparable to Low-Power Leader EPD, 7-9 X Advantage over LCD
June 9, 2010 Page 12www.mirasoldisplays.com
Scalability as Usage Evolves
mirasol®
EPD
ChlLCD
50% LCD
100% LCD
OLED
1.5 mW
13 mW
400 mW
1,100 mW
1,950 mW
4,850mW
150 mW
6,000 mW
980 mW
1,650 mW
2,650 mW
240,000 mW
Books(3 pg/min)
Magazines/Newspapers(7 pg/min)
Web(5 frames/sec.)
Video(30 frames/sec.)
Ereader Energy Consumption by Application
1mW
10,000mW
10mW
100 mW
1,000mW
100,000mW
June 9, 2010 Page 13www.mirasoldisplays.com
mirasol® Display E-reader Power Advantage In New ModelInclusive of Video, Web, Touch
Source: Qualcomm Labsmirasol® EPD ChlLCD 50% LCD 100% LCD OLED
Bat
tery
Lif
e (
ho
urs
)
15.6
5.6
2.9
4.6
2.8
1.4
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•Display Timeout (5 Minutes x 2)
3X Advantage over EPD, and 3-4X Advantage over LCD
June 9, 2010 Page 14www.mirasoldisplays.com
The Rest of the StoryWhat are the differentiators for mirasol displays?
Power
Environmental Impact
Color
Outdoor Visibility
Multimedia Capable
June 9, 2010 Page 15www.mirasoldisplays.com
The Value of ColorColor enables diverse content and an enriched user experience.
June 9, 2010 Page 16www.mirasoldisplays.com
Sunlight Viewability
Indoor Lighting
mirasol® DisplayEPD Display TFT Display
Overcast
mirasol® DisplayEPD Display TFT Display
Bright Sunlight
mirasol® DisplayEPD Display TFT Display
Indoor Lighting
mirasol® DisplayEPD Display TFT Display
Overcast
mirasol® DisplayEPD Display TFT Display
Bright Sunlight
mirasol® DisplayEPD Display TFT Display
Indoor Lighting
mirasol® DisplayEPD Display TFT Display
Overcast
mirasol® DisplayEPD Display TFT Display
Bright Sunlight
mirasol® DisplayEPD Display TFT Display
June 9, 2010 Page 17www.mirasoldisplays.com
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 Page 18www.mirasoldisplays.com
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 1/100
th 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 Page 19www.mirasoldisplays.com
Consumers Make Decisions Based on Efficiency
Thinking about the product itself, which of the following attributes, if any, should a consumerelectronics product have for you to consider it environmentally friendly or “green” ?
Consumer Electronics Association: Shades of Green - Consumer Attitudes Regarding Green CEMay 2010
June 9, 2010 Page 20www.mirasoldisplays.com
Not Just Manufacturers BenefitEveryone in the Value Chain Benefits
Product Managers
Designers CarriersOEMs Consumers
Lower costs via smaller battery
Fewer charging cycles, extended battery life
Increased viewability
Increased access to services due
More energy = more Available Revenue Time =
higher ARPU
Improved energy budget - enables
flexibility in applications and
features
Design flexibility with potential use of smaller battery
Product Differentiator
June 9, 2010 Page 21www.mirasoldisplays.com
Where and How the Power is Consumed in Displays
Polarizers, Color Filter and TFT block up to 95%
of transmitted light
Need a bright and constant light source
Only 20% of generated light escapes due to internal reflections*
Brightness achieved by more current
More current = less lifetime
V
t
EPD
IMOD
LCD OLED EPD mirasol display
Frontlight required only in dark environments
Consume power to change image displayed
*Display Search OLED Technology report, 2008
June 9, 2010 Page 22www.mirasoldisplays.com
= Electrophoretic Display (EPD)
June 9, 2010 Page 23www.mirasoldisplays.com
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 Page 24www.mirasoldisplays.com
June 9, 2010 Page 25www.mirasoldisplays.com
5.7” XGA mirasol Color Display
To view the video demo online, visit www.mirasoldisplays.com
June 9, 2010 Page 26www.mirasoldisplays.com
Summary
• 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.
• Display challenge is to provide an enhanced user experience for media – print though video
• Color, video, low power and sunlight viewabilityare critical to the print and digital experience