Cheryl goodman mirasol

June 9, 2010 www.mirasoldisplays.com

Cheryl K. Goodman – Director of Publisher RelationsQualcomm MEMS Technologies, Inc. (QMT)[email protected]

mirasol® DisplaysTrue to the Published Experience

mailto:[email protected]


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.


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


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


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


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


Convergence Is Already Happening in Ereading Devices


Convergence = Growing Power Gap

Source: Battery Technology & Power Management Conference, Vancouver, 18 August, 2005. Stuart Robinson, Strategy

Analytics, Ltd.


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


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


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


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


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


The Rest of the StoryWhat are the differentiators for mirasol displays?

Power

Environmental Impact

Color

Outdoor Visibility

Multimedia Capable


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


Sunlight Viewability

Indoor Lighting

mirasol® DisplayEPD Display TFT Display

Overcast


Bright Sunlight


Indoor Lighting


Overcast


Bright Sunlight


Indoor Lighting


Overcast


Bright Sunlight



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)

http://www.google.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

http://www.google.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


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


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


= Electrophoretic Display (EPD)


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


5.7” XGA mirasol Color Display

To view the video demo online, visit www.mirasoldisplays.com

http://www.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

Cheryl goodman mirasol

Technology

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