Alexander Y. Tokman
Analyst · ProEquities
Okay, Randy. Let me try to address the demand in a succinct form. Fundamentally, you've all seen, there's a video revolution. The digital content is viewed primarily, especially by 35-year-olds and younger on mobile devices. It's viewed on a cell phone or on a tablet or on a phablet, if you will. And there is much -- a lot of evidence in the market, from YouTube, from Adobe, from a variety of -- Netflix, that the mobile downloads now dominating basically the traffic and imagine all these people who watch sports, television, play games, are doing all of it on a 5-inch screen, if you're lucky, I mean, on a large screen. Now what we are doing we offer -- we could offer all of these users an immersive experience from their mobile device whether it's independent standalone companion that works wirelessly with your cell phone or eventually something that will be embedded. And what is the value proposition of this? I mean, it's the instant -- we're a culture of instant gratification. So instant sharing and viewing and sharing with your friends and colleagues, et cetera. That's kind of -- that's how most people live online. And sometimes you have interesting information, clips, highlights of a sports event. You come in and instead of passing your cell phone to 5 people around the table, you simply shoot the image on the ceiling and everybody can see it and enjoy it at the same time. It changes the experience. It makes it truly interactive. And the ecosystem has grown a lot since 2010 to help with these applications. So not only the video downloads dominate the industry right now and that's where our money is in services. But also, their facilitating technologies had been introduced to market that would enhance the value proposition of pico projection. And specifically, it's a wireless video technology. Until last year, it wasn't available. Now you have most of the cell phones have wireless video, specifically Android and Apple cell phones. What you can do today, you basically just plug your cell phone, turn on the projector that is about the same size as your cell phone and drive this using your cell phone as a control -- remote control. It's just beautiful. So all of these factors are really helping and the consumer behavior really what drives this application and we just believe that what has been available today in the market was not sufficient in terms of basic performance and functionality. And also in some cases, people did not know how to sell it because this is truly not a projection technology that people are selling. This is a media sharing experience and that's how it needs to be positioned and that's where we've been spending a lot of time with retailers and OEMs, educating them based on the consumer data that we have commissioned and collected. And the head-up display race, I mean, head-up display is going to be -- everybody believes that the head-up display not only is a safety feature, but is going to be kind of must-have feature eventually on every car because it would considerably simplify the in-car experience. And we personally believe that the cell phone is going to be the central point of all of this. So basically, think of it, how all of these is related. You have your smartphone with all of the information and when you have pico projector whether embedded or companion, you can share this information with others, with your colleagues at work or your family or your friends. Now you sit in the car, you plug in your smartphone into a cradle and the GPS -- 3D GPS information, for which you're already paying, is displayed on the windshield. Now eyewear is an extension because it's a similar technology. Now it's projected onto your retina instead of projected on the windshield. So we see all of it as tied into 1 application, basically centered around the consumer whether it's automotive application, whether it's consumer projection or consumer eyewear, it's all centered around you and it's all centered around information that you have already on your cell phone. So this is why we're excited because our technology is broad. It doesn't just for -- addresses the pico projection product market needs, but it actually is suitable for the other applications and that's why we're excited about it.