Over the next couple of posts I will detail a coauthored commercialization plan for e-paper; however, this will not be a comprehensive plan because there are a few areas that are being explored privately. This post/discussion is meant to provide a more detailed description of the technology behind e-books and e-paper. There are numerous avenues that this technology will be used in the future. Think Spielberg’s Minority Report that was released in 2002. Anyone that has had the opportunity to see this movie or read the original short story by Philip Dick, will be aware of how advertising and news is predicted to be broadcast and tailored to individuals in the future. E-paper, specifically e-ink, is the technology of the future and it will change how we digest various forms of media and information.
Executive Summary
Electronic paper provides a technology that may be applied to a variety of applications. It is a combination of high-tech electronic display technology with low-tech print technology. Electronic ink is produced through either electrophoretic or binem technology and it is applied to electronic paper. Electronic paper provides the backplane for the electronic ink and can be produced by using printed circuit boards or an active matrix. Currently, there are three major players. These include E Ink, Sipix and Nemoptic. Each company has a slightly different focus, but their products can be divided into two overarching categories, publishing-based products and consumer-based products. The key issues with current e-paper technologies are the needs to develop color and video capabilities. This keeps electronic paper out of several of the potential markets. The most promising industries include e-books, advertising and retail store labels. In order to successfully commercialize e-paper, several steps must be taken. The first step is to capitalize on e-books through educational fields (Amazon is currently attempting to do this with a number of Universities including Princeton through their University Kindle program). This will be accomplished through selling the readers slightly above cost. The hope is to gain most of the revenue through individual e-book purchases that students will make throughout their lifetime. The next commercialization stages focuses on advertising and its various outlets. Advertising that can be done in black and white will be targeted at first. As e-paper technology evolves, the product/s will be applied to all advertising-based fields. The pricing will most likely be based off of a monthly rental fee paid by the advertisement companies. Shelf labels provide another potential market and are an excellent opportunity for e-paper. Finally, newspapers and magazines will eventually provide viable points of entry to exploit e-paper technology.
30 Second Elevator Pitch
E-paper has the potential to revolutionize how we absorb and digest virtually all forms of media. E-paper products can be applied to a large variety of markets and industries and its prospective applications are boundless. Specific markets where e-paper will find acceptance are related to the publishing, healthcare, advertising, and consumer-based industries. E-paper provides a product that is easier to read than an LCD and more adaptable than standard print. The user will be given a product that can be viewed and used like normal print, but has the refreshability of an electronic display. In terms of a direct comparison to LCD technology, e-paper has equivalent contrast ratio and reflectance, but the device is thinner and has a higher comparison. The versatility of e-paper is its best attribute and the uses are only going to increase as the technology develops.
Introduction to Commercialization Plan
Before we begin, it is important to understand the outline of the information that will be presented in this commercialization plan. The first step will include an overview of the technology that is utilized to produce the product: e-paper. In doing this, it will be necessary to describe e-ink. The connection between these two products is very similar to traditional ink and paper; e-paper is the medium to which e-ink is applied. After a basic understanding of the technology is outlined, the paper will define a few of e-paper’s major competitors. In this description, the reader will gain a better understanding of the current state of the technology and the areas in need of improvement. From there, complementary technologies for this product will be listed. Once there is an understanding of the complementary technologies, we will be able to succinctly describe strategies to commercialize specific applications for e-paper. In addition, advantages and disadvantages specific to the areas designated for commercialization will be explored. The paper will conclude with funding requirements and possible avenues for obtaining the funding necessary to implement a particular strategy.
Co-Authors: Adam G., Jeff B., Chris W.
