Qualcomm Update: Display Technology Mirasol Gains Traction With New Deals

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Qualcomm (NASDAQ:QCOM) has signed up Kyobo Book Center, Korea’s largest seller of books, as a customer for its Mirasol technology. [1] Kyobo will start selling an e-reader using Mirasol technology, which is used to make display panels for mobile devices such as e-readers, smartphones and tablets. Mirasol competes with famous technologies like LCD like that used in Apple (NASDAQ:AAPL), Research in Motion (NASDAQ:RIMM) and Nokia (NYSE:NOK) smartphone devices, E-Ink as used in Amazon (NASDAQ:AMZN) Kindle, and OLED (also used in smartphones).

Our $63 price estimate for Qualcomm stock is about 15% above market price.

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Mirasol a niche technology

Mirasol technology is designed to create a better viewing experience in various environments ranging from dim indoor lighting to the brightest outdoor sunlight. It can also display color videos at fast speeds, is energy efficient and consumes less battery power than alternative options such as LCD and E-Ink technology.

For example, the devices running E-ink technology and using color video screens refresh at a relatively slower rate. LCD screens, which excel at high definition video, use a lot of power and require large batteries. Mirasol technology, on the other hand, shows color video at a faster speeds while consuming less battery. Although this is a niche area for Qualcomm, the company has high hopes that Mirasol technology will find commercial uptake in the market.

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Notes:
  1. Kyobo, Korea’s Largest Bookseller, and Qualcomm Introduce Kyobo-Branded Color E-reader Featuring Qualcomm’s mirasol Display Technology, Press release, November 21st, 2011 []