OnQ Blog

mirasol Display Technology at CES 2012: Contextual Chaos

Each year at the beginning of January, technology enthusiasts clamor to be the first to touch, tweet, blog, gossip and play with the latest toys, devices and technology.  The Consumer Electronics Show—or simply “CES” to the initiated—plays host to the world of consumer electronics.  To the uninitiated, it’s pure chaos.

With this as backdrop, we take a step back to look at the last few months for mirasol® displays.In November of 2011, Qualcomm made good on its promise to deliver commercialized mirasol e-readers by the end of the year. The launch of the Kyobo eReader was an important milestone for us.  The device meets the digital content needs of Korea’s education-focused consumers, while bringing them color and interactivity never before experienced in the e-reader category.

Less than two months later, and just ahead of CES day one, we announced the Bambook Sunflower , a device that brings Shanda’s expansive content library of over a million books, magazines and comics to life with color, video-capable displays—a first in the Chinese e-reader market.

On the next day, in his keynote address  at CES, Qualcomm CEO Dr. Paul Jacobs premiered the Hanvon C-18 e-reader, the slimmest, lightest e-reader yet to use mirasol display technology.

The week we spent at CES affirmed that the e-reader market is changing.  Consumers’ expectations are changing.  However some things remain constant.  All around us we saw people still struggle with power management, still carry around chargers and extra batteries and still fight the sun to see their screens.

Qualcomm’s mirasol displays address those consumer expectations all while re-defining a device category: the non-LCD color e-reader that can be viewed in the sun, which supports diverse and interactive content yet still achieves prolonged  battery life.  The three newly launched mirasol devices mark a significant shift in display technology, offering an unmatched e-reader experience, found neither in LCD tablets, nor in black and white e-readers.

This isn’t a story about a product of the distant future.  It is here, and we’re only at the beginning.  We are still in the early days of mirasol display commercialization.  Consumers’ changing expectations of display technology are a prelude to the products that they can hope to see in the future.

As we reflect on CES buzz, as well as what we’ve accomplished over these last few months, we also look ahead to additional products, customers, the new mirasol fabrication facility under construction and the potential for where its production capabilities will take us.

It is my hope that you continue to join us on this journey.

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