Plastic Logic Revising Its Product Strategy, Cancels QUE proReader

We heard at the end of June that Plastic Logic was canceling pre-orders of their QUE proReader, eReading device, while the product was delayed with no estimate of a launch date. Now, it seems that Plastic Logic has done what they've needed to do, and have decided that they are going to revise their product strategy, and retool their entire way of doing business. In the process, they are officially canceling the QUE product, and setting their sights on a second generation ProReader."We recognize the market has dramatically changed, and with the product delays we have experienced, it no longer make sense for us to move forward with our first generation electronic reading product," said Plastic Logic CEO Richard Archuleta. "This was a hard decision, but is the best one for our company, our investors and our customers."

It looks like Plastic Logic just accepted the fact that their QUE product wasn't going to make it out in time to be a competitive product, and in that research, have decided to take the high road. Sure, there will be plenty of folks out there who think that the company should have pushed forward with their current generation of products, but obviously the higher ups in the company feel that taking a step back, and coming back into the market with a better device is the right way to go.

They are going to take the time necessary to make the best ProReader they can, which is the best plan. Time will tell whether or not the next generation of ProReader can compete with the market, whenever it is unveiled, but we're sure that Plastic Logic has the right methods in hand, and are already hard at work with something that will surprise us all over again. Check out the press release below.

Press Release

Plastic Logic Moves On To Next Generation Product

Revised product strategy to bring industry's first advanced device using plastic electronics technology to market. | 10 August 2010

MOUNTAIN VIEW, CALIFORNIA – August 10, 2010 – Plastic Logic today announced it is revising its product strategy and plans to shift its focus to bring to market a second-generation ProReader plastic electronics-based product. The company said it has cancelled its QUE product, which it debuted at CES in January 2010 and planned to ship earlier this year.

"We recognize the market has dramatically changed, and with the product delays we have experienced, it no longer make sense for us to move forward with our first generation electronic reading product," said Plastic Logic CEO Richard Archuleta. "This was a hard decision, but is the best one for our company, our investors and our customers."

Archuleta added: "We plan to take the necessary time needed to re-enter the market as we refocus, redesign and retool for our next generation ProReader product. We continue to perfect our core plastic electronic technology and manufacturing processes that are central to our product's unique value proposition.

"We remain the industry's leader in the development of plastic electronics technology for commercial purposes and are continuing to actively advance this technology in our labs and in our manufacturing facility."

Plastic electronics technology has many economic, manufacturing, form factor and environmental benefits, assuring that it will replace silicon in a variety of devices in the future. The technology makes possible an amazingly thin, lightweight, more robust mobile form factor that the QUE illustrated – and remains unmatched in the marketplace of traditional silicon semiconductor glass-based display products.

"We are fortunate to have investors who are confident and committed to our company's long-term success in commercializing plastic electronics," Archuleta noted. "We thank them, along with our partners and suppliers, and most especially our first customers, for their support, dedication and patience — and for standing with us to pioneer the plastic electronics revolution."

About Plastic Logic

Plastic Logic's mission is to lead a revolution in the way people acquire, organize and consume information. We are using our proprietary technology leadership in plastic electronics to create a range of innovative products. Founded in 2000 by researchers out of the Cambridge University Cavendish Laboratory, Plastic Logic has research and development in Cambridge, England; high-volume, state-of-the-art manufacturing in Dresden, Germany; and executive management, product engineering, sales and marketing headquartered in Mountain View, California. For more information about Plastic Logic, please go to PlasticLogic.com.