On July 21 2010, Qualcomm CEO Paul Jacobs said the company planned to sell its MediaFLO business or spectrum, or find a partner. The company predicted that the total cost to launch the service would be $ 800 million, including the $ 683 million that the "San Diego Union-Tribune" says Qualcomm paid for the spectrum. At the time, the service covered up to 68 million people, but many analysts confirmed that the project was losing money.