Alexander Tokman
Analyst · Northland Securities
Thank you, Jeff. Let me walk you through 2012 objectives and describe what we plan to do this year to be successful. Three primary goals for this year are; first, secure OEM commitments to design products that will use our PicoP Gen2 display technology; second, to launch PicoP Gen2 display engine with our partners; and finally, to transition to our core Image by PicoP ingredient brand model.
Let's now look at each one in greater detail, starting with securing OEM commitments. To have an opportunity to get a design win or secure an OEM commitment, you must first create and make available to others design samples for their evaluation, and I'm very pleased to tell you that this month's last week, we began shipping PicoP Gen2 display design samples to a first group of customers to start their evaluation. What typically happens during evaluation phase is that after MicroVision provides design samples, OEMs take anywhere between 1 to 6 months to determine the set and articulate their go-to-market position to us. Those customers who choose to go forward with us will commence an internal program and begin their own product development cycle. Of course, throughout this decision process, MicroVision will provide design guidelines and any other engineering support in order to secure customer product development commitments. Our target is to begin generating first OEM commits outside of Pioneer in the first half of this year.
Now what happens after they commit? After they commit, they create an internal program, as I mentioned, to commercialize their new product that will incorporate our technology. The OEM's product commercialization cycles differ greatly depending on type and complexity of the product they want to introduce, their internal technical and marketing capability, as well as obvious with the investment level into any given program. Industry experience points that most products delivery timelines could be as quick as 6 months and as long as 18 months to bring to market.
Once an OEM decides to go forward with us, we will offer assistance early in their development cycle. And of course, later, we would begin supplying commercial engines in larger volumes as they are ready to go to market with their new product.
As a good example of this process is Pioneer. Last year, we successfully completed the evaluation phase with Pioneer. We delivered engine samples to them in the latter portion of 2011, which allowed Pioneer to progress their work on the head-up display product to be in the position to launch it sometime around middle of 2012. As a matter fact, Pioneer's head-up display is expected to be the first commercial product in the market that will be based on our PicoP Gen2 display technology.
Now I'll move to the second objective, which is launching the PicoP Gen2 engine, and explain to you what it will take to get it out to market. Fundamentally, the launch date will be driven by the qualification and manufacturing readiness of the 3 key elements. First, direct green lasers by at least one manufacturer; second, laser module and display engine subsystems that will be manufactured by Pioneer; and finally, MEMS, electronics and systems controls that will be provided by MicroVision.
Let's start with lasers. Based on the most recent discussions with green laser suppliers, we believe that at least one manufacturer will be able to provide commercial direct green lasers to Pioneer and MicroVision in the second quarter of this year, to enable our automotive engine and Pioneer's commercial head-up display product launch around mid-year. The other 2 green laser suppliers now point to introduce commercial version of their laser in the second half of 2012. At commercial introduction, direct green lasers are expected to meet all of the performance criteria necessary to launch PicoP Gen2 engine for aftermarket automotive application with Pioneer, and most requirements for the consumer applications.
To address some of the display requirements for consumer applications, MicroVision team has identified and is developing PicoP Gen2 system enhancements that will allow the consumer engine to be available to OEMs after Pioneer's launch in the second half of 2012. So once this completes, this gives you update on the green laser.
Now let's move to Pioneer. Once Pioneer receives qualified direct green lasers, it will conduct its own qualification process on the module, on the laser module, and optical engine in which this laser module is housed. As for MicroVision, once Pioneer's qualification process completes, we will receive the qualified optical engine that will be combined with the electronics brain and final PicoP Gen2's engine qualification process will be conducted and completed.
So as you can see, there's some dependency. First, we get lasers, qualified lasers, then Pioneer completes qualification on the subsystems that they are manufacturing for us. And finally, the final qualification process on the engine is conducted.
Now I will shift to the third objective. This year, we plan to transition to the next stage of our business roadmap an ingredient brand model we call Image by PicoP. Let me give you a little background. As I stated before, in order for PicoP technology or any other product technology for that matter, to become an integral component of any given OEM product, they need answers to 4 questions. First question is prove to me that the new market that you're claiming is real. Specifically, help me to validate new mobility used models. The second question is, prove to me that your technology is ready for prime time. Is it reliable? Do people like it? Third, prove to me that the cost of your offering is consistent with the market expectations. And final question is, prove to me that you have a stable supply. Can I count on you to predictably to provide me a component from a high-volume offering? As you know, we launched the SHOWWX product line to help to answer these questions with Gen1 technology, we were able to show that the used models and market are real, and that our technology is ready for prime time subject to green lasers.
Because -- however, because of the difficulty in producing and unacceptable high cost of synthetic green lasers for our Gen1 PicoP technology, the cost and supply predictability questions remained open. But let me be clear here, our Gen1 products are gaining a very good feedback in the market from both users and reviewers alike. However, the Gen1 technology is not and could never become a high-volume play for us because of the limitations imposed by synthetic green laser.
Now as we transition from synthetic to direct green lasers, we intend to prove to OEMs that cost and green laser supply questions can be addressed. With this backdrop, we now can and plan to transition to our core business model that will enable others to create products using our disruptive Image by PicoP technology. This ingredient model plays our strength because; first, it frees us from developing the infrastructure necessary to develop and market end user solutions across multiple vertical markets. It allows us to focus all of the resources on continuous innovation of PicoP platform and applications, such as interactive display, such as 3D, such as gaming. It also allows OEMs to leverage their product development abilities and establish product distribution networks. And finally, it will allow us to reduce the financial burden because we expect, over time, less working capital will be required as most of our revenue and margin will be earned from mix shift of engine sales, component sales and royalties and licensing fees.
Now before we move to Q&A session, let me give you a quick wrap on 2012 objectives. So again, recall there's 3 things: Securing OEM commitments; the launch of PicoP Gen2 engine; and transition into Image by PicoP business model. Under the first one, we identified initial customers. We began shipping designed samples for their evaluation. We will support them during the evaluation process by providing guidelines for integration and supporting with any questions that they may have. As you know, the stage was already completed with Pioneer at the tail end of last year.
Regarding the launch, the key take away here is that we received a strong indication that at least one direct green laser manufacturer should have a qualified green laser available in the second quarter to allow MicroVision and Pioneer to complete the automotive PicoP Gen2 engine and launch Pioneer's head-up display product around midyear point, MicroVision consumer engine to fall in the second half of 2012. Finally, with the new -- transition into a new model, there are several benefits, as I mentioned. Better focus, better margin, the leverage and strengths of others and our strengths and less financial burden.
So with this, I would like to stop and begin the Q&A session.