 The CMO forum is something that we kicked off last year, the intent was to provide some value to those of you in the industry that are not in R&D. Most of what we do at SID at Display Week is R&D related. So we wanted to have, that's why we have the business track which is this year done jointly with DSCC and that's why we have the CMO forum to provide you some value for those of you that are in the sales, marketing, supply chain, and other disciplines that is outside of the technology area. With that, let me introduce our panel and as I introduce I would request the panel to come up to the podium and take your seat. First, Justin Cavitz is Senior Vice President at Kent Displays. Welcome Justin. I don't intend to today go through their entire bio, you have it in the program, you can read it, but in their introduction they will tell you a little bit about themselves. Dr. Mark Moral is Senior Vice President at Merck. Welcome Mark. Bahar Wadiya is President of Vision Ox USA. Welcome Bahar. You know, we can't have two Shrees, but we do. Shree Subrahmanyan is Senior Vice President of Technology for Technicolor. So our intent with this panel is to talk about this theme that Tara came about, Tara decided to comprise this idea of content meets display because we are here in LA in the heart of the film industry and film people use displays and we enjoy a lot of aspects of the display is enjoyed to some of its content. So that was the intent, that is the theme and we're going to maintain that particular theme. So I'm going to ask each of the panel members to briefly introduce themselves and tell us what brought them to this particular industry and why they are doing what they are doing. We'll start with you, Justin. Great, thanks. Start with the new guy. So I'm relatively new to the industry. I've only been in the category for about two years and prior to that I spent about 25 years in sales, marketing, product development with more of the fortune companies, Sherwin-Williams, New River May, Venus Corporation. And I probably thought a lot about this question is what brought me to this industry and what attracted me is that's total luck. I was big companies, I was always sort of a big traditional brand marketing, product development, traditional cycles and I had some opportunities where a company got sold off and wanted to do something a little different. Had been on the commercial side of things with Venus Corporation, the consumer side with Sherwin-Williams, New River May and I wanted to do something a little different so I was looking for a different type of company and quite honestly I got lucky. I saw this opportunity with the amazing people and amazing technology that wasn't out there and I thought could I possibly be part of this being able to establish a new platform and being able to bring new technologies to people. And to this day I still feel so lucky to be part of it, I'm still learning, I'm still growing and getting to understand it all but it's total luck. I just put pleasure and blessed to be part of it. Okay, I'm not quite so new in the industry. I've had more than 25 years working in the technology and research and development of liquid crystals and other display-related materials so I'm sitting up here as an R&D guy and you just said that this is not already. Just because I'm a technology person doesn't mean that I'm not also very passionate about the content, about the usage, about the applications and it's actually that that drove me into this business and kept me here. So 25 years has seen fantastic changes in the display industry and I expect another 25 years of fantastic changes in the display industry as well so if I can survive that long, I'll be there. I'm sure you will. Like Mark, I've spent pretty much my entire life in the HMI business specifically because I find HMI is very fascinating. They track human progress, they're a great proxy for human progress and as a recent displays have become indispensable parts of ourselves. I mean they are how we pretty much connect to the rest of the world and so that's what brought me to this space specifically with VisionOx as an OLED company. Yeah well first of all good morning to you, to all of you. I'm a product device guy so slightly different. I've spent most of my career with semiconductor companies and smart devices and I've seen the evolution of displays from personally I had some of the first Texas X computers and it's just been really fascinating to me displays what really brings out the life of a device and that's what attracted me to Technicolor. There's a lot of focus on not just the device but also the content side that's in fact the theme of this panel and it's exciting to see the future evolve with more and more innovations and display, combine that with AI, it's very exciting. Thank you. Probably this too for some of you is definitely true for me other than the fact that we had a change in moderate of this morning we also had another crisis that I was dealing with I was up until maybe two o'clock in the morning and then I'm not a morning person. So here's something that I do and those of you just like John Ramonchuk who's in the audience that was here last year at our forum I believe that we absorb information better and we got a little bit more blood flowing through us more oxygen. That's what we're going to do and it's optional if you're holding a cup of coffee you may want to put it down. I would like everybody those that are able to please stand up including my panel please and if you're in the middle of the aisle you may want to middle of the yeah just get out into the open because what I'd like to do put your hands up in the air this way and I'm going to have every one of us jump up and down 30 times. Follow my you know if your feet hurt and if you're tired and if you've got a medical condition don't do it others you're going to go up and down okay one two three four five six seven eight nine ten eleven twelve thirteen fourteen fifteen sixteen seventeen eighteen nineteen twenty one twenty two twenty three twenty four twenty five twenty six twenty seven twenty eight twenty nine thirty. Good morning. That looked great. No Joe we're not doing push ups. I have found that for me when I speak whether I'm on the phone or in a panel like this I'm supposed to be seated but it's very hard when I talk I always get up I keep moving and this has helped me I can and I'm a little bit out of breath but my energy level is significantly higher than it was just a moment ago but thank you for participating. Our first question to the panel is how dependent is our display industry on content and vice versa okay. Would you like to take that. Yeah sure so you know I see a strong dependency between the two right it's it's almost a chicken and egg kind of situation where if you don't have good content you can't really bring it out on the device that might have a really good display and and vice versa. You know good example of that is on the VR market today you see a lot of big players roll out VR HMD devices that that are great but there's a little bit of a lack of content today and you know there's there's a theme going on that only when the content comes in you're going to see a penetration of VR devices in the market and at a technically you know we're working with some of the high-end content that's going to help the market for VR but when you look at the UGC and the mass market devices and content you know you still have a way to go so I see a couple of years for VR to take off because of because of the whole content meets display kind of thing so so that's you know I feel there's really tight coupling Mark you are you know in the industry and Shree represents the content side more than the display industry per se. I mean I have to agree there's a chicken and egg here if you look at the the large-sized TVs you can find in the market now you have fantastic resolution TV but most of us don't have a signal or content that can really do justice to this technology but in this case you've got the the technical side driving forward the capability to present a resolution that we don't yet have in the in the case of most signals and in other cases you find that the the content is really ahead of the technology but they drive each other I think without it you don't get innovation you don't get the move forward so it's absolutely critical that both sides of this game keep pushing forward driving the other one forward. I think they do. Please go ahead. There's also the the the user part of the the equation that we sometimes miss if you think about it we can the largest growing segment in content is small content that we consume over say YouTube or personal devices or tablets and that segment is growing and the displays have gotten quite nice in a small format to enjoy the content and it's easy to create content and and there is this this change that's also occurring that that ties the two together the usability with the advancements as well as displays and then the ability to consume content anywhere. When we talk about content one of the interesting things that's happening in the market is the whole aspect of AR, VR and to create some immersive content to you know so that these displays are better utilized and there's greater value. Bahar what do you think is the future of augmented reality? So ARVR is awesome you come to any one of these shows and you'll enjoy a great demo the problem is it's a great demo it's not an indispensable tool and until it becomes an indispensable tool it cannot be successful so think about it is the ARVR that you've seen here something that you would turn around your car go back home because you left it no I mean I have a few few of these and after the first couple weeks of this is awesome they're just sitting in the drawer and there's and I think a lot of folks even yesterday they talked about it there's a combination of hardware and software content that all have to come together and purpose driven applications I believe will start to drive real use cases one of the companies I'm involved with QuakeTech we make augmented reality for firefighters by leveraging the early vision and late vision of how the brain processes information and this allows firefighters to go in and out of five times faster this is meaningful this becomes an indispensable tool so it's a granted it's a very small use case compared to the consumer market when you start thinking about in terms of how am I going to solve this problem to become an indispensable tool then it becomes awesome otherwise it's just awesome trade show demos of course and I think that's the same thing as you talk about all these great technologies is how do you make it in the fabric of consumers lives or people's lives and you know it's interesting because people want 70 inch televisions and they want to walk into the information and they want this amazing stuff but the real life applications come down to little things and how do you make it more you know when you get in your car when you train somebody for a new job and and when I think when that technology meets the everyday little things for people's lives have become ingrained that's what ends up exploding this to now it's mass market now it's ingrained in our lives now it's your phone that you can't get rid of and I think that's that's that next step that we're moving towards but until it becomes more than straight show demo and something very cool absolutely well the unlike maybe the semiconductor industry and folks who write software and so on so forth when you buy a consumer device sometimes if you if your product or semiconductor it's hidden inside the device you can kind of point out to the particular product that you are personally involved in designing this plays the face of pretty much all the products where it is used so you can you know proudly talk about your product yet when you package a device with the display you no longer see the display you see a package Justin is running marketing for 10 displays where the product is packaged and you've got a lot of background in trying to convince consumers to adapt the product not based on the product's functionality but also the first-time buyers look at the package tell us your experience in the consumer store it's a constant challenge because you first have to create the perception of what the product even does and then you have to ingrain it with them here's how I can use that in my life or here's how it's important to me and you have three seconds if you're lucky for somebody to actually look at a box in a store with 100,000 products and they don't even know the technology exists so it's uh you know it's I always talk about it as puzzle pieces in terms of explaining and creating demand for products whether it's a phone whether it's a technology whether it's a widget you have to put all the pieces together and the package is that piece that tells your story when you're not there and the visuals and the branding and the marketing behind it you know all these things are minor little decisions that you make that all go together create demand to create interest to create somebody who says I think I saw that oh wow that's cool let me pick up the box well then when you pick up the box now what do you say to them so there's all these levels of information you have to communicate in a lot of different ways great products fail all the time we know that great ideas fail all the time we know that sometimes it's because you didn't communicate the message in the box sometimes it's because you didn't think about the users sometimes it's because you know you weren't able to get the message out there in a mass market kind of way but you know that package and being able to tell that story is so critical at least from the consumer experience that you know it's probably the the single most impactful thing you do even though the technology is so amazing yes absolutely in terms of consumers and it's even harder if if you are in mark's position in at murk making liquid crystal material that goes inside a component on the device and so mark when you think about these kind of things you look at the market a few years ago you couldn't buy a tv without 3d capability today it's the other way around it's very hard to find them right then it came and went very quickly how do you anticipate this how does somebody in the audience that has the exact same problem as you how do they understand that okay I think the 3d tv at home was a really interesting example of this content and technology not quite beating at the right time in the right place if you ask people you know would you like to watch your tv in 3d everyone will say yes but people are fundamentally lazy and if you have to do something really hard like putting on a pair of glasses and sitting with a new pair of glasses on top of your existing ones people give up very quickly you say it goes in the drawer it stays in the drawer and I think the the key is to to either have the fantastic content which will then really drive people to put up with a little bit of hardship where you know because there's so much wonderful 3d stuff out there to watch and it doesn't feel the same without it then they will put up with a hardship for this or you know the other way around you create such a good visual experience that actually the content isn't the key point and people want to use it every day anyway so and I think this is a lesson for everyone involved in the industry that we really look at that 3d example and we say how do we avoid that next time with augmented reality virtual reality and so on and and not to end up with a lot of people with their VR headsets stacking the drawer never being used let's try and make sure that we develop both the content and the technology to be really comfortable and more than just exciting it's got to be essential as you say and Sri you look at this this play industry from the outside in some sense so what are the pain points that consumers are facing in the marketplace from your perspective yeah I think to me there are three three points and actually related to what Mark said the first is also cost right so major pain point is cost to the consumer if I look at 3d one of the major issues was also the barrier to entry for a consumer you got a 3d tv which was like a couple of thousand bucks and and you know to get one then wear your glasses if it was difficult you know if you look at VR that is the Oculus which is a thousand bucks but there's also the mobile VR which is firstly picking up like daydream which is like a hundred bucks so the barrier to entry is low so that's a key pain point the consumer is is always focusing on but then the second is seamless quality of display right so you know we are remodeling our house and you know we're putting a skylight we're in the bay area and I was just a few days back I was looking at the display it's a solar controlled skylight and that display you won't believe it's it's like this really old you know not a color display but it's you know it gives this experience as though you know it's like 20 years back and then I have my you know iPhone next to it and and it's it's not a seamless experience especially with iot you're seeing so many displays at your home and like the nest and all you want this seamless experience right and the third major pain point to me is health issues right so you know you have this VR glass right in front of your eyes I'm sure mark from work can relate to this but there's a lot of people who are concerned about their kids wearing these displays right in front and what are the health issues you know the phone there's the there's the issue of your neck you know the concerns there but what happens to the eyes and all that so to me these are the three pain points that consumers are absolutely so I'm turning to somebody that's been in the display industry for a long time and understands these things what is going to change in what innovation should we expect Bahar well first of all to to to to first point the experience needs to be seamless now for the experience to be seamless displays have to get thinner and lighter and flexible and almost non-existent they they have to just be there without being there so that's the one thing we'll certainly certainly see in the in the innovation space the other thing is higher PPI's you need to have those higher PPI's all of the phones all the devices that we have it up tried out all many of the devices from Vera Verna meta the HoloLens and after about four or five minutes you know to be on the trade show you really want to sit down in a room and use it for half an hour it hurts your eyes it is very stressful and so the pixel density is really really really have to get very high and there are other other elements of how the brain processes the information that also have to be taken into account which could bridge the gap between what's possible with technology today and and and and and keeping costs in line so you're not building these expensive systems that maybe only the government can afford so that's that's definitely going to to to happen I believe in this space for for for VRVR to to come about so when anytime you do a panel like this the moderator had the opportunity to speak to all the panelists to understand the background and create some content so that you know they're not pausing and waiting to answer the question some of these questions have been thought out and since I came you into this my stylus that I always post questions that they are not prepared for so I already threatened them this morning but I'll give you a very short notice I won't ask the question I'll tell you what the question is going to be in the last step a little bit later it's you know this is an industry where we recognize a lot of technical contributions not as much people that have had commercial contributions so keep in mind I'm going to ask you a question about who are some of the people that you can think of that have contributed in the broad technology industry that has inspired me personally okay you might not answer it now and well I give you a little bit of warning so what is missing in the whole film to display cycle and any of you can take the question who over feels that you have a strong point to make in this space sure I'll can start I mean it's related to the question earlier you mentioned about you know content versus display right and to me it's almost decoupled these days the display industry versus the capture and the content side right if you look at the trends and computer vision light field and camera technologies it's going at a really fast rate and then it's to me it's not it's not really linked with the innovation on the display side and you know when you look at like Technicolor for example we work with the studios and we ensure that the movies that you see in the theater is both you know good quality content being displayed well but when you look at UGC content on your smartphones and I think there's still that missing gap there between you know guys like you know creating the display but but then there's the content being shot by let's say Nokia Ozo camera you know it's just not completely linked that's the other thing is also the use of the content so when you think about a movie right today we watch a movie from the director's perspective you know that's a movie the director completely controls your experience but once you change that and you create this augmented reality and now you've created this infinite contextual reality now you're in the movie right so awesome if you're watching a little bit of a demo but what happens when you're actually watching a movie and you're looking around all over the place and maybe you may leave the scene and go somewhere else well what happens then and so yes you can tell me there are virtual reality games that we play so sure but then it's not a movie it's a game and so now what is the story and do you create all these infinite stories and how do you solve that problem and there's opportunity it's not just a problem there's also an opportunity to create these as you say dynamic movies for lack of better a better sense that are somewhat curated lightly curated but this is the opportunity of the interesting interest that that could spin off and to this point that has to be this continuity between the content and the hardware and sometimes we tend to forget the user because we get so carried away with our own technologies patting ourselves on the back because we created this awesome stuff but at the end of the day it's the user we need to worry about and that's what's important I think we start as an industry spending spending more time understanding how users experience a technology I think we will accelerate some of the innovations faster than simply trying to make it cheaper or simply trying to to to to to to advertise ourselves I don't mean to minimize any of those efforts but but when users find things indispensable it moves the industry forward I would also say I think we have to consider the these young generations now for whom the content is a very different concept so they don't always expect a director to prepare a nice film they're more than happy to take their mobile device and make their own content constantly I was at the airport the other day and there was a little group of four or five youngsters all under the age of 25 together but each of them with their own mobile phones taking little videos of themselves photographing themselves and actually you know when we talk about content I think to create devices and technology that enable next generations to create their own type of content is actually really important to give that experience you look at the fastest growing trends and kids under the age of 15 and it's actually watching YouTube they're no longer watching TV they're no longer watching shows or programs and even you know the net Netflix trends and things are starting to go away because kids want shorter more interesting things that they control themselves if they can share with their friends it's you know it's that one to three minute clip that is just amazing that gets 10 million views well now how do you take all the stuff that you guys are working on and the content and the capabilities and put it in the hands of an eight year old and say now you go do this now you create something that's three dimensional now you create something that you walk into that you chill your friends your room in a three-dimensional way now you've just created something that you know a hundred million kids want yeah yeah that's so true I mean when you talk about content whether it's the experience that you had in the airport in other words I belong to a news group with friends that went to engineering school with me and we talk about a number of different subjects but you know when I go to events like this they take pictures of all the different displays and different technologies and share all of this stuff and to me it's a big deal and when I share it on Facebook or some other make I get three clicks occasionally one of those clicks is somebody that works for me on the other hand one time I wrote about a chili pepper that was quite spicy and I wrote about this and within an hour I had a hundred clicks right so it is I think you the content has to be very personal I think this trend is definitely going to continue and so let's go to that question that I had previously threatened you with in any order tell me you know somebody in the industry broad industry that has inspired you personally and let us you know continue to seek inspiration that has you know sort of been supported in your career but how do you not try so inside the deal all right it's it's it's a lot of comical maybe but well Steve Jobs okay for lots of reasons but but really two main reasons one he showed the general electronics industry to focus on the consumer and I start my day focusing on my customers and I that's important that's where I start that's where I think about if I'm solving problems and the second thing is how do you actually make a business out of it that's the other thing that's important solve a problem for the customer that's meaningful and make a business out of it so that's what it's for wants to go next oh well so I'll come at this from a little different angle is the new guy in the industry I have to say and I'm gonna plug our team I our r&d team for me was eye-opening you know I was I've done a lot of r&d in terms of product development and new platforms and I've launched technologies worth a half a billion dollars that never existed before and things like that that's all wonderful but coming to this industry and and sitting and pulling back the curtain with our r&d team and seeing what these guys do and the capabilities it challenges me to try and figure out how do I take these ideas and this amazing capability with our with our group and be able to put it in the hands of consumers in a way that makes sense and it really is amazing I mean every day walking through the labs walking through the rooms where these guys are brainstorming it inspires me to go out there and go we got to get this in the hands of people we have to take these capabilities because it's people don't get to see that people don't understand all that goes into this you know this little display thing that you can write on for us and say oh that should cost 50 cents out of china and you know it's no big deal it's just a flat piece of plastic but when you you understand all the technologies that go into this the consumer world I don't think really truly appreciates all that goes into these little things and it for me that's that's it's just really exciting to me because it again it challenged me because you want to take these brilliant people's ideas and put them in the hands of consumers in a way that makes sense and just keep driving and bringing out new stuff because it's just fun it's just that that every day coming to this group that's why I'm so excited I've had very similar situations where I've been inspired by R&D many of the companies have over and we are very fortunate today in this audience we have the head of your companies R&D here dr. Khan would you please stand up and be recognized thank you for inspiring your marketing head actually I don't want to bring one person because I rather like you I think there's so many people who are inspiring but I tell you a short story I was working maybe more than 10 years ago in Asia I won't even say which country but I was working with a group of guys who were trying to break a breakthrough display they were the hardest working people I've ever met they wouldn't know them by name they were the guys in the white lab coats working in the back rooms and they would work from eight o'clock in the morning until midnight and they would say oh dr. Varrell we must take you home to your hotel for the night we will stay and finish the work after midnight fall asleep on the floor literally in front of the equipment to get a few hours sleep before getting up the next morning to try and solve the problems bring the displays that we now take for granted and when you go to the supermarket you push your trolley along and you take some bread and some rice and some cornflakes and the 36 inch TV and you just push it to the counter we take it for granted the the work that has gone in to preparing and developing these displays is phenomenal and I would take my hat off to every person who's who's contributing in that same way to do this yeah I mean there's no single person of course there are the visionaries like jobs or musk and you know they're truly inspiring but you know to me being in Silicon Valley and just seeing the last several years especially the last five years or so it's just incredible innovation and the people startups you know coming with new trends combining AI and computer vision display technologies it's just very fascinating to me and and there's a lot of hard work being put in to get the get those things to the consumer and and yeah I mean it's just it continues to I was at Google IE last week and you know the people there are just mind-boggling right I mean you compare it to like 15 20 years back versus now what's happening is this constant new new languages new technologies I mean I heard of this language called Kotlin and everyone was like big praise I mean not related to display but you know it's it's under the hood this is fascinating to me and I just feel that all of this coming together really pushes the boundaries and you know coming back to our team today starting with you Justin what's next should I ask Dr. Khan he's not wishing he hadn't shown up in the CFO forum but I was going to get out of that one you know from our perspective I think it's you know I've sort of been the cheerleader for this idea of every day every day items and every day things that change every day habits you know for us it's it's obviously cheaper thinner but it's more importantly for us it's more real we strive every day to try and recreate real experiences in the writing platforms and in the display feel and when you can get you know something that somebody's done for 2000 years make it electronic but make it feel like that that 2000 year old experience you've now taken everything 10 layer 10 levels up for the consumer user and I think that that's something that we continue to push for is how do we create something that feels more natural feels more real the trends in the industry are amazing in terms of integrating technology into our world but you also see a very very big trend and consumers want to get back to touching and feeling and experiencing and and being able to to get back to what they know as much as everybody loves technology there's also this this concern this fear we don't touch anything we don't write anything we don't shake hands anymore we don't talk anymore and I think all that stuff starts to come together to create a challenge for us in the industry so well for me it's a personal one actually it's not really driven by technology or content it's driven by old age and what I would love is a really nice simple augmented reality where for example in this conference when I come up and I meet you and I think I know this person it's Bob Bill Tim inside my glasses a little thing says it's it's Robert you met him last week at the dinner and so I mean I think we would all have different uses for it but a really nice simple augmented reality something which which works which is comfortable which feels no worse than the glasses I wear now but which gives me a little bit of extra advice and can remind me of things that I should have been doing or perhaps reading my emails while I'm talking to you that's that's what I really want and we're not far off actually if you look at what's possible now the technology is that it's just a bit clumsy yeah and we have to refine it we have to make that that final step we turn it into a really refined product and refined usage experience and then you know in a few years time it'll build out your mobile phone you can't believe you existed without it in the past so you know I'm involved in a number of different things but specifically to the the the display industry and the vision ox the big thing I assume say the big thing the thing that we're working on constantly is to democratize OLEDs it's OLEDs are still a technology that's a little bit hard to get if you're not the the big companies and and we see a different future we see OLEDs solving the kinds of problems that cannot be solved with it with other display solutions that are out there and we're getting closer and closer and closer and part of it is the strategic commitment that we have towards making display technologies that may be limited to only a handful of large customers available to people wanting one thousand ten thousand it really doesn't matter so that's it that's a business decision was made by vision ox and and we're very proud of that so that's that's that's that's the that's the the one thing we're focused on is so the more OLED displays are the hands of the tinkerers the engineers the more input we can get on how they can be made better the startups that can't afford to engage with maybe a Samsung or an LG because you don't have an order for a million dollars well how do you get these technologies exploited and experience around that to make it better and better and better so that's kind of what we're focused on yeah i'm i'm with mark on the variable computing side of things you know i i want to see always on variable computers that's with miniature lenses and holographs in in front of you i think that's going to happen it's it's something that you know i compare movies that that there's several years back you know if you look if you remember the things like night rider we be back you know there's there's a watch it was there at that time right and then jetsons right with you have these driverless vehicles and and of course there's like the iron man kind of thing where you have holographs and the variable computer so i think those are going to happen especially with ai coming into the mix it's just you know we are in this precious time where we can actually see all that coming coming to life so so instead of waiting towards the very end we have a few more minutes i'm going to pause and see if there are any specific questions from the audience to this panel before i go into closing comments from the john there's a steven you can follow john mark i'm really glad you brought up the 3d experience i want to ask the panel to drill down a little bit more to that we had fabulous hardware we had fabulous content every major motion picture came out 3d uh there were non-glasses 3d's as you said at the right node looked okay but the passive matrix with 4k displays that looked great were very light and i get to your point about ar a you know i want my whole car windshield to warn me about pedestrians i'm about to plow into all those but why is vr going to be different than 3d um i people are talking about there's no content yet but we had content with 3d and we had devices and they were less clumsy to use but i haven't heard why vr is not going to go down that path so maybe you guys could drill into that a little bit more wait i i personally think uh it's it's goes it goes back to the cost which i mentioned earlier right barrier to entry is significantly important to the consumer and you look at the companies that are investing in creating these mobile solutions i mean you get a smartphone today uh which pretty much everyone has you buy a cardboard $50 it's nowadays it's even free uh and you get a vr experience i mean think about 3d right you had to buy something much more expensive and you had to uh it's it's not something that you give your your kids and i mean you could but it was much more expensive to me cost is key critical and uh you're going to see the oculus kind of experience go to that hundred dollar mark very soon uh you know google just announced they're all in one vr headset that's going to be much more affordable and uh and then of course the content uh plays into that hand in hand but to me that's that's absolutely critical yeah i think from a technology standpoint and this is coming from the marketing guy who doesn't know this as well as you guys do by any means but you know i think the from a cost standpoint i agree people are willing to buy something for 20 dollars because it's cool or fun or interesting and if i may not use it very much but when my friends come over it's cool to to to showcase when we're having a beer with with our neighbors all of a sudden when it's a thousand dollars now what do i why does it impact my life why do i want to use it how how am i going to use it more often than just as a toy and i think that the cost is a really factor in a lot of these things and just consumer behavior patterns is as the cost comes down the the barrier to what am i going to use it for also come down the other thing is also the usage model so when you look at a 3D TV it's content and individual use or multiple use and you're right there and everybody's looking at the same thing once you start getting into virtual reality um you could be in the space with other friends you can connect that it's a very personal device so the scalability is much higher assuming the cost can come down now the four of us could be wearing those and and being in the same space interacting in different ways so now it creates for an experience that 3D can give because it's it's it's very passive one of the things that the company i'm involved with we go scale volcanoes believe it or not and we capture the content in 3D and we use those for educational purposes and so now you can scale down a volcano with us by yourself go all in place not touch it feel it i mean i guess you touch it feel it but you know you don't feel it but now this becomes an educational tool now that's where there's a place for that think about how we grew up learning things at school we go through a textbook or maybe even on the internet we'll look at things but now what if you could transport yourself in that space as a classroom to go and experience that have an interactive model those are the kinds of things where you know purpose-driven AR VR beyond the classroom demo or the show floor demos will will start creating this so that's that's why at least i believe that virtual reality will have a place because it has the potential of interactivity because humans like interactivity and that's sorry i think the questions are very well answered but there is a genuine risk of what you said this will happen we really have to make sure it doesn't happen by learning the lessons making sure that devices really are comfortable and easy to use they really feel you know relaxed to use and that the content said to drive it and then otherwise VR will do exactly the same thing we will all have an old headset set in the drawer that we never use yeah steven your question morning thanks uh when i heard some of the thoughts about the infinite context almost choose your own adventure style uh i really got my mind going i'm thinking well okay he does ear eaters of course very well and i remember growing up you know we had these choose your own adventure story so this opens up the possibilities for you know turning on your ear reader and maybe some very good AI that somebody's developing somewhere is going to write all of these stories um i thought that was very fascinating i wonder if you guys had some comments about that or maybe even separate topic uh we were talking a lot about the augmented reality virtual reality how do you think that the technology of the quadratic reflectance steven was my colleague what's nice about sid is come here everybody's friends and family i used to work for john lomond jack he will never publicly admitted but uh steven was part of my team and i was a dean uh we made uh uh you know electronic paper displays that went on the popular amazon tingling and other devices that's where that's a bad one that's where the question is um any of you can take this question in terms of you know their car their product is very good how can um it's there some way impact perhaps i can make a generalized i think the key is to find where the technology fits to bring some value into people's lives in a way that it doesn't normally so it may be that you know e-type technology just doesn't fit with virtual reality but that's fine because there's the whole other 99.99 percent of the world where you can try and find the right needs the right products that fit with people and you know i think that the daylight readability for example of the is a huge benefit over liquid crystal and OLED displays you know so go for the outdoor applications but you know let's not all focus in on these tiny headsets actually as a liquid crystal guy the amount of liquid crystal in the headset isn't very much i like big tv so so i would say from an perspective do the same go for the big size stuff and let the technology create these tiny displays thank you next question please good morning Philip my name um i have a two-part question i would like to ask yeah the first part is for the panel in general so basically um i'm not so long in this business it's only a couple of years and my impression today is that there are so many things going on in parallel we have lcd of course OLED coming uh q leds coming uh micro displays coming so on and so forth has it always been like this that everybody scatters in every direction and it's a lot of discussion and the second question now is to mark directly i'm also in material business from bf so how do you deal with that all these counter technology is going everywhere i'll take your first question i love it i hope it continues to be like this um it used to uh when i worked for a display company as head of marketing it used to drive me nuts that we have so many things but that's how it is and that's how it should be because the only way you distinguish what is something really good is when you have something that you thought is really good that didn't turn out to be really good and you learn from that experience right some of the previous questions also alluded to some of these same kinds of situations um other comments on the first question yeah i mean uh so a lot of these technologies get developed to solve specific problems right and uh sometimes uh assessing market need can can can get a little too uh exciting and maybe a little bit adventurous and like well if we solve this problem we can go still to everybody else in the world always realize that you have to quite realize why they're using a certain technology so now you start to find homes for these technologies and so then you have these all these issues and in all of this you end up with three of these core technologies that tend to solve a larger set of problems which then take the lives of their own and then they become the core that the central technology for a particular era right so i mean we have the crt's and then the lcd's and the tlcd's and the olas and all these things that are coming about and who knows where we end up in the next 10 years um but uh uh but that's that's natural right because i think uh there aren't that many at least i can't point to innovations where somebody goes like you know we're going to invent this thing and it's going to solve everybody's problem i mean people think about it but i haven't seen those kinds of things they have this organic evolution to wow it seems to be solving a lot of different problems so i don't think uh to this point uh actually i personally i like that because it's uh it gives opportunity for those uh even the the the mainstream technologies to leverage from those innovations and certainly for those innovative technologies to to be scaled up because of the stuff for example olad amoleds have uh scaled up because of the because of the the the the maturity of the tft technology underneath it that allows us to have these wonderful amoled displays so uh that that i think is is very natural and in this industry what you also observe is that um technologies that you wrote off a few years ago continue to exist somebody values it yeah i've had the very good fortune of working on tnlcd stnlcd before there was a single color uh liquid crystal display i worked on el displays um i worked on micro displays all kinds of e-papers and so forth um i assumed that the thin film uh electrolysis display would be gone a long time ago and it exists today they're still manufactured today in the small quantity they do uh our main battle tank uses that display there's not any other display that can replace it because of temperature range and so forth so it's fascinating that it's all these technologies to go on and do you want to take the second question yeah yeah okay okay i think that um i think it always has been like that i think we have very good selective memories as humans and we remember the things that work and we forget the ones that don't so so that there are uncertainly a lot of dead projects that we choose to forget because they didn't happen but they were there um your second part of the question how do we manage this um you can try and bet on every horse in the race i mean i gave a presentation on monday from murk for all our display materials and we have many many different display materials so whether it's OLED materials liquid crystals back grain materials we're working in these areas i think the key to success is then to change the odds by what you do so you can't you can't bet on everything you know it'd be lovely to say let's make every material perfect every technology perfect you have to choose and when you've chosen you have to change the odds you have to make this more realistic you have to drive things forward in a way that really enables a product of the future um if if you don't do that quickly you're left behind i know a number of technologies that were better than the existing technologies when they were introduced people were talking about you know ferroelectric liquid crystals far better than the magnetic ones that we were all using but they weren't in the market they were behind unless you can catch up and overtake you will get left behind because the rest of the industry moves forward very fast so you know OLED is right now in this cusp where it's starting to take some percentage of the market share and some very high end devices i think OLED is established but the next generation quantum displays if you look at this it's fantastic a quantum display will be better than any display you ever saw but can it catch up can it keep ahead of OLED and liquid crystal and and that's that that's the key to success you have to really drive what you're doing forward in a way that makes it successful as fast as possible get it in the market as fast as possible we'll take one more question from us and after that we'll go into i think maybe a little bit related kind of a follow-on but i'm actually curious if a lot of these channels whether it's technical or marketing focus all of us in the industry also tend to fall into this trap of we are going to predict what's next and what's not and what the word i'm actually curious what what the panel thinks and and i work with Justin closely so we have a hard time too as to whether it's actually very chaotic and in physics chaos is described by sensitivity to initial conditions so yes now we know that tablets and iPads are great and and we were saying indispensable tools but day before it wasn't indispensable and no one knew that it was VR today is not indispensable until the day is to each of these people thought would be indispensable and they didn't so i'm curious what how you guys deal with it in the industry in general and of course in your field and whether you agree or have a different look at as to maybe we really cannot predict what will and what will not survive and here we become experts and come later and say oh yeah that was really great lcd one over plasma because of xyz but but not a big one so yeah so i haven't thought about it i don't suppose in my head every time i'm in these these panels and we all want to do all of this at the end of the day i'm not sure no it's a very good question and this is a challenge that anybody in marketing always has which is you know in some disciplines you can say my job is not to make a prediction my job is not to forecast but a true marketer has to forecast somebody's got a forecast if you use the word forecasting in the broad industry people relate that to weather right and i bet you you go out there today and look at the top five tv stations in this local la area and look at their forecast they've all spent lots and lots of money to build these fancy equipment and do this and you'll find that it is not uniform then you go outside this is a reality right this is the challenge with you know the stuff that is well studied is still has a lot of unpredictability our industry is being more unpredictable than that yet you make the forecast i a couple years ago i started looking at all the forecasts that i thought i had made over my career in this industry and uh i was wrong at least 50 percent of the time for example i expected earl edge to completely take over from lcd 10 years ago i didn't miss them by an inch by a mile but you still have to make these forecasts what i typically do is i look at whether i will use it or not that's a test for me second what are other similar devices even if it seems unrelated to a point but maybe a different industry and so on that have had success you take all these data points and then you make a prediction that's how i do it i'm sure some of you may have a more scientific or a better way to do this i can say i said if i could predict the future i would be sitting on my private island now and not not sitting here talking to you no offense and i thought we flew you no i mean i think um back to my previous comment as well you have to take some of this you have to try and predict but you can't guess what you can do is try and change the future you can try and create the opportunity for your predicted future to be the right one and you can do that by really making the right products having the right offering that customers want and we all remember the entrepreneurs who are successful but i think for every one of them there's 99 who were equally entrepreneurial were pushing their devices and work successful and we should also give praise to those 99 who weren't so successful because they also create this push for the future so grab what you've got push it forward and really you know feel confident that you can achieve something in the market and if everything goes in your favor you'd be very lucky and i think we've talked a lot about it today which is you know all of us have said uh this ability to create something because we can is irrelevant if they're other end of the spectrum which is the true other end of the spectrum should we yes and and i think that's what we we as an industry have to look at what are the needs of the consumers and i think the hurry said you know you wake up every day and the first thing you think of is the consumer and the user and that that to me is the the the most important thing that we can do going forward because it the intelligence and the capabilities in this industry are are mind-blowing that we could do millions of things but if we're not tying it to a need and predicting what the user is going to how they're going to react and what their needs are and how we integrate all those things coming together and that's why i say it's a puzzle piece because you have to build the bridge of those two things coming together and those are the things you bet on those are the things that you say here's why we're going to actually move this forward here's why we're going to advance this technology here's why we're going to take this concept this idea this capability and go spend our time resources money and energy versus something else because the user and as long as we keep in mind the user and the consumer and what's going to end up being the person that takes it and does something with it you give yourself much better odds you know you still are going to fail 70 of the time but you're going to have a much better chance of being successful with whatever you do well i'm going to go to my last question and what i'd like to ask all of you is as we pick this panel and i had the opportunity to look at each of your background and relate to your success i'm very inspired by each of you and what you each of you have accomplished but i believe that success leaves clues so i want to figure out what what are those i want you to help me find these clues so i'd like for each of you to say a couple of habits that you follow even today and have followed most of your career that you believe is a significant contributor to success outside of the degrees that you have and you know companies work for and so on we can start with you mark okay i keep it very short i think persistence is absolutely key and don't listen to people who tell you they did this before and it isn't going to work yeah ignore them everything is different tomorrow is different to yesterday the whole environment's different keep going keep pushing your ideas believe it's awesome thank you very sweet yeah you know uh to me it's related to what mark said execution is i mean vision is definitely very important but you know taking it to the finish line is if you don't take that to execution you might have a lot of ideas and visions and initiatives but if you can't really execute on it and relentless execution doesn't mean anything how do you what does that discipline that you have that causes you to this it could be any small thing it's it's it's about uh investing your time and effort and taking it to that i mean even personal life you know you and you're going through this home renovation it is just your small small things uh you you've got to uh you know see through and and invest your time and otherwise you can you can have a vision and you can have any any kind of thought question just in what habits do you have what uh what things well first of all lock my career it's been uh i've been very lucky to be a part of really cool stuff and really cool companies great people um but i think the um the that never give up when you have a vision of what you are doing you have to believe in it that's first and foremost if you don't believe in it if you're not the cheerleader if you're not the one saying this is where i want to go with this nobody else will follow nobody else would do it the second thing is um throughout my whole career whether i've been in sales whether i've been in marketing whether i've been in product development whatever it is um you know look at things from the business perspective you know we so many times get we get so focused on what your discipline is um i i've always throughout my career try to look at things and say how does the supply in the market okay how are we going to sell it okay what is the you know how much resources are going to take from r&d okay what is the supply chain application and i think it makes us better business people when with regardless of what discipline we're in whether it be technology marketing sales operations um if we take the time to look across the entire business and say how is it going to affect even if it's not our core competency ask the questions it makes a better product it makes a better program it makes a stronger business overall so well hara what are a couple of habits that you've had that you have today and you've had before that you believe contributed to your success the two i suppose in specific because over the years those habits and practices have changed but persistence and i will say that persistence is important but the but the but the one that i keep coming back to uh and it's hard to do uh but you have to make yourself uh work at it is really focusing on the other person's perspective and i just don't mean to person but the industry because if you can get good at understanding the other perspective then you could get good at understanding yourself and then you understand how good where your strengths or weaknesses are that helps you bring the team that you need around you that helps you execute the strategies that you can be successful at um and then move forward so that that to me at least has been my uh my habit and great principles i work very hard at it and i always successful now but i work very hard at understanding the other people other person's perspective thank you thank you so much i think that is very insightful so thank you all let's give a big hand to our panel