Alexander Tokman
Analyst · Merriman Capital
Thank you, Tiffany. Thanks, everyone, for joining us this morning. In February, we articulated MicroVision's 3 core objectives for 2012. They are: securing OEM commitments to use our second-generation high-definition PicoP display engine that is based on direct green lasers, I'm going to refer to it as PicoP Gen2 for simplicity; the second one, launching this technology with our partners; and finally, transitioning to our core Image by PicoP ingredient brand and licensing model. It is important to point out that all 3 goals are interrelated under the third goal, the transition to Image by PicoP ingredient brand licensing model. This goal is articulation of our overall business strategy. And in turn, it dictates our behavior in how we are pursuing the other 2 goals, specifically pursuing deals with OEMs, as well as how we execute our Gen2 technology go-to-market plan with our supply chain partners.
As a result, I'm going to start discussion with the business model first. In February of this year, we laid out a plan to transition to this model. We aggressively implemented this plan and have defined 3 go-to-market paths for our customers. The first path is targeted for large OEMs with established supply chains who want to get to market sooner. Under this option, MicroVision would provide key subsystems of the engine to OEMs. The customers would manufacture and integrate the engine and incorporate it inside their own products. MicroVision would receive an upfront license fee and royalties on sale of components and products.
Path #2 is targeted for major OEMs who can and wish to do full vertical integration of MicroVision's PicoP technology. Under this option, MicroVision would license IP and provide systems control software, our secret sauce. The customer would build all the components and manufacture the engine to embed it inside their own products. Under this scenario, MicroVision would receive an upfront license fee and royalties on the future product sales.
Finally, there's path 3, under which we sell PicoP display engines to OEMs that are interested in a low-volume product that would yield a high margin for MicroVision. This option is targeted at customers outside of the consumer and automotive markets, typically customers who do not have ability to produce the engine but can implement it inside their products.
Under this option, MicroVision would provide the display engines that will be manufactured by one of our selected OEM partners. Customer would manufactured their own product and embed our technology inside it. Under this scenario, MicroVision will receive nonrecurring engineering fees and revenue from engine sales.
All 3 of these go-to market paths require some level of engineering support for all the customers. We're committed to providing our expertise in order to make them successful, obviously. We have identified in each path -- an opportunity in each path and are pursuing them right now. We believe today that path #1 represents the largest near to midterm growth opportunity for MicroVision and our shareholders because it offers an optimal balance between the time and cost of getting to market.
Our productive and successful business and technical relationship with Pioneer to date is a perfect example of the business model described under path 1.
For technology companies, as many of you know, a key to success is continuous innovation, and we will continue our investment in innovating the PicoP display technology to advance the features and capabilities of this patented solution and introduce new generations of products in support of our customers' roadmap.
From the business model, then I'll move onto the other 2 goals: securing customer commitments and commercializing PicoP technology. Let me start with the first one. Recall that in February we reported that we had began shipping PicoP Gen2 design samples to customers to begin their evaluation phases. Since, we delivered additional samples to several new players. Our engineering and operations team made visible progress towards completion of the detailed design of Gen2 engine, working very closely with Pioneer and several other suppliers. We received new orders for PicoP Evaluation Kits in the first quarter, including an order from a major Tier 1 automotive supplier and an order from a large industrial customer who is interested in applying our technology to improve productivity in their factories. Both could be potential customers for our Gen2 technology in 2013.
Overall, we're targeting major OEMs who fit into the licensing and royalty business model we laid out at the beginning of this call and in February. We believe through previous discussions with these types of customers that this is the business partnership they'd prefer. They have -- the benefit of this type of partnerships is that the largest segment players can drive the adoption with lower component costs and it reduces the business and market risks for MicroVision and our shareholders. A very important takeaway is that, again, we begin on schedule delivering PicoP Gen2 design samples for evaluation at the end of February to several prospective customers and are expecting to hear their decisions starting this summer.
Now let's move onto update on the goal of launching the engine. As you're all aware, we recently announced the completion of important definitive license and distribution and supply agreements with Pioneer. Under these agreements, Pioneer will produce PicoP Gen2 display engines for its own automotive aftermarket products and will pay MicroVision royalties from sales of these products. Pioneer will also supply key subsystems of this technology to MicroVision, who will provide it to our customers in other verticals. The signing of these agreements represent, as you can imagine, a major milestone towards achieving our 2012 goal of launching our technology inside first Pioneer's product, which is targeted for midyear.
What about green lasers, you probably wonder. Direct green lasers appear to be on track for Pioneer's product launch. As we discussed in February, we believe that direct green lasers will meet the requirements for automotive applications at launch, and we continue to develop the system enhancements needed to address consumer application and expect the consumer version of the PicoP Gen2 technology will be available soon after.
In summary, we believe that all the elements to see the first product based on our second-generation technology is on track to be in the market around midyear.
Now that I've given you update on the 3 primary goals for the year, let's come back to the business model and let's take a look at the long-term financial value of this ingredient brand licensing and royalty model. Remember, we said that we expect that it will reduce operating capital requirements for MicroVision. It will leverage strength of OEMs to own the supply in high-volume manufacturing of engines and products. It capitalizes on the investment we've made in creating our patented display technology, and it facilitates continuous advancement. It offers also opportunity for us to receive upfront licensing payments to support customers before, during and after the decision phases. It will provide a long-term revenue stream from royalties when OEM products hit the market in the future.
And thus, in order to better align to this model, in April, we've taken actions and implemented several operational measures, including the realignment of our resources that will allow MicroVision to reduce operating requirements by approximately 50% starting in the second half of 2012. Jeff will outline the details of this initiative in a moment.
This operating plan will support critical activities that will drive our growth, including the delivery of Gen2 design samples to OEMs and ODMs this year, including support customers before and after the design and evaluation phases and also enhancing the capabilities of our technology and proliferate our technical roadmap. It will also help MicroVision to address the recent changes in the market that would have increased the financial obligations of the company required to ramp the supply chain in order to produce high-volume offering.
Our experience with Pioneer and discussions with major OEMs in the consumer electronics sector indicate that this licensing model is preferred and is a more cost-effective approach for all people involved to get solutions to market. A number of factors have converged making now the right time for us to transition to the Image by PicoP business model. First, it's the maturation of direct green laser technology that offers cost, performance and size conducive to all markets we're targeting. Second, it's the availability of the Gen2 design samples based on the direct green laser technology. These samples highlight performance, size, power cost advantages to MicroVision's scanned beam laser platform for a multitude of Pico projection applications. Third, it's our strong intellectual property. And finally, the increased global interest in the Pico projection market.
So to summarize the discussion I just covered, we have made important progress on the 3 core objectives for 2012, and we continue to aggressively pursue these goals moving forward.
Let me now pass the microphone to Jeff to cover the financials and some of the details on the initiatives I just discussed.