Why Qualcomm’s Mirasol color e-ink display isn’t vaporware… yet

There has been bu amongst fans of e-readers since the news leaked in 2010 that Qualcomm has been working on a color e-ink technology named “Mirasol” to replace the existing black and white technology currently found in Kindles and Nooks. The promise of a color, power-sipping Kindle-like device sent bookworms scrambling to find out when they could get their hands on one. Unfortunately, Qualcomm has hit several hurdles in the past two years that have signaled that perhaps Mirasol is the very definition of vaporware. However, consumers should not be rushing to pronounce Mirasol’s Last Rites just yet.

While it may seem that devices like the iPad and the Kindle Fire have caused consumers to look upon e-ink as an old technology, there is one big advantage that it has over touchscreen devices: Lower power consumption. Users of the first generation (2007) Kindle can confirm getting up to fourteen days between charges, even with heavy usage. This far outstrips the touted ten-hour battery life of Apple’s tablet device. The reason e-ink based devices can achieve this kind of longevity is that they only use power when a user “turns” a page or performs another operation. Qualcomm has stated the Mirasol-based screens use even lesspower to operate, making them even more efficient when it comes to battery life.

I believe that, between the extraordinary battery life and the fact that there are a good number of consumers out there that are not looking for a converged device like the iPad or Kindle Fire, that Mirasol actually has a good chance at market success. Executives at Qualcomm must agree since the company has put almost three billion dollars into production facilities to develop the technology. To have the screens become profitable, however, Qualcomm must make two moves.

First and foremost, the company needs to find a quality device to put a Mirasol screen on. The first commercially available color e-ink device, the Kyobo Mirasol e-reader, is receiving dismal reviews. In fact, critics are saying the only good feature the device has is the color screen. At $300, the Kyobo is an overpriced piece of clunky tech that is going to bury Mirasol in obscurity. Somehow, Qualcomm needs to strike a deal with Ama on to create a Kindle device that features Mirasol. If not Ama on, perhaps Qualcomm could peddle the feature to Microsoft to produce a totally new reading device. Mark my words though, if we see Qualcomm partner with Sony to create an e-reader, the critics will be right when they label Mirasol vaporware.

Second, if Qualcomm can perfect a smartphone screen that takes advantage of Mirasol technology it could create a strong source of revenue for further development. The company has put prototypes in the public view before, but says the tech is three to four years away from being put into wide production for cell phones. That is an eternity when it comes to technology, and there is a need right now for power saving screens. Just ask Android users about the battery woes they contend with, then offer them a new screen technology that will help extend the time between charges. They will rush to their nearest mobile retail outlet ready to purchase a device making use of Mirasol.

If Qualcomm can get on the ball, Mirasol could become an important part of future media technologies — it just depends, as always, on whether Qualcomm can secure the strategic partnerships to make sure its color e-ink display gets the love it deserves.

Why Qualcomm’s Mirasol color e-ink display isn’t vaporware… yet