M3-S5 - Session notes

What questions should we ask? Potential criteria

• Time to market launch?
• Customer pain / value
• Development costs
• Level of uncertainty

Key customer pains

1. Large area displays
   1. Time to display message
   2. High cost of installation
   3. Message compliance
2. Flatscreen
   1. Thickness
   2. Price
   3. Powerconsumption
   4. Visual appeal (brightness, many viewing conditions)
3. Publishing
   1. Distribution cost
   2. Print cost
   3. Fixed deadlines
   4. Text book weight

Cost of development

1. Large area displays, $20M$
2. Flatscreen, $50M-$
3. Publishing, $100M$

Time to market

1. Large area displays, 6 months
2. Flatscreen, 1-2 years
3. Publishing, 6-7 years

Level of uncertainty

1. Large area displays
   1. Market
   2. Technology
2. Flatscreen, 1-2 years
   1. Market
   2. Technology
3. Publishing, 6-7 years
   1. Market
   2. Technology

Competition

1. Large area displays
2. Flatscreen
3. Publishing

Market size

1. Large area displays, $100M$
2. Flatscreen,$5-$7B
3. Publishing,$135B$

Probabilty of competitors response

1. Large area displays
2. Flatscreen, high
3. Publishing

Key technology advantages e-ink

1. Low power
2. Contrast
3. Viewing angle
4. Weight
5. Thickness

Key technology advantages radio technology

1. Download functionality
2. Download speed
3. Refresh speed

E-Ink has an Unfair advantage in the following areas:

• Weight
• Thickness
• Power consumption

How does this relate to the different markets?

1. Large area displays, for E-Ink
   1. Lower cost
2. Large area displays, for radio
   1. Time to display message
3. Flatscreen,
   1. Thickness
   2. Price
   3. Power consumption
   4. Contrast
   5. Visual appeal
4. Publishing,
   1. For E-Ink Only print costs apply
   2. The other items are solved by having 'radio' capability

Key lessons learned from E-Ink

1. Selected the wrong market as the first stage (no match between market pain and technology benefits)