The document discusses organic light-emitting diode (OLED) technology for novel lighting and display concepts. It provides an overview of OLED technology, current applications such as TVs and smartphones, advantages over LCD such as thinner profile and richer colors. Potential applications discussed include household, retail and automotive lighting as well as flexible displays. Key players like Samsung who dominate the OLED market are also mentioned.
3. Organic LED – Novel Lighting & Display Concepts
Content:
Introduction
Value Proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion
Appendix
4. Organic LED – Novel Lighting & Display Concepts
What is OLED?
Eastman Kodak
invented OLED
technology in the
early 1980s.
Combination of
chemistry and
semiconductor
Doesn’t require
backlight to function
Thin and low-energy
consuming
5. Organic LED – Novel Lighting & Display Concepts
Current Applications
Samsung 55” OLED TV Samsung Galaxy SIII
4.8” HD Super AMOLED
Samsung 12.1” OLED laptop
6. Organic LED – Novel Lighting & Display Concepts
TV Display – Value Proposition
Richer (Lifelike) colors
Unparalleled detail in shadows,
shapes, and subtle colors
Response time that is 1000 times
that of LCD & Plasma TV
Samsung 55” ES9500 OLED TV (7.5mm)
Much more fluid and attractive
visuals during fast action
Slim form factor
Power efficiency
LCD TV
7. Organic LED – Novel Lighting & Display Concepts
Value Proposition: Display
8. Organic LED – Novel Lighting & Display Concepts
The Leader in OLED
Display
Mergerbetween Samsung Mobile Display &
S-LCD corporation
World’s largest display manufacturer, 39,000 employees
7 production facilities worldwide
2012 investment is around $6 billion
Strong IP: the largest owner of AMOLED
technology patents
Samsung owns 99% global OLED patents (>600 American patents,
and >2800 international patents)
Global competitive edge
Strengthen by combining OLED production technology
with precision large panel operations
Vertical integrated & seasoned supply chain management
9. Organic LED – Novel Lighting & Display Concepts
Market Drivers & Restraints for
OLED Market (2011-2017)
11. Organic LED – Novel Lighting & Display Concepts
Specs/Lighting Incandescent Fluorescent lamp LED OLED
Type Lamp
Thickness OLED Pros:
NA NA 6.9 mm (base on 1.8 mm
The plastic, organic layers of an OLED are thinner, lighter and more flexible than the crystalline
layers in an LED or LCD. Because the light-emitting layers of an OLED are
LED TV) lighter, the substrate of an
OLED can be flexible instead of rigid. OLED substrates can be plastic rather than the glass used for
Flexibility LEDs and LCDs.
NA NA Less than OLED Very as it can be
OLEDs are brighter than LEDs. Because the organic layers of an OLED are much thinner than the
corresponding inorganic crystal layers of an LED, the conductive and emissive layers of an OLED can as a sheet
printed
be multi-layered. Also, LEDs and LCDs require glass for support, and glass absorbs some light.
OLEDs do not require glass.
View ability Can’t stare Can’t stare larger Can’t stare, point
OLEDs are easier to produce and can be made to sizes. Because OLEDs are essentially plastics,
Can stare without
they can be made into large, thin sheets.
OLEDs have large fields of view, about 170 degrees.
source hurting eyes
Lifespan 700 -2, 500 hrs >10, 000 hrs 100, 000 hrs 15, 000 hrs
OLED Cons:
Lifetime - While red and green OLED films have longer lifetimes (46,000 to 230,000 hours), blue
Manufacturing organics have much shorter lifetimes (up to around 14,000 hours[source: OLED-
currently
Info.com]).
cost Manufacturing - Manufacturing processes are expensive right now.
Water - Water can easily damage OLEDs.
Efficiency/ 10 lm/W 70-90 lm/W 70-100 lm/W 25 lm/W
Brightness Over 140 lm/W in lab Over 87 lm/W in lab
Environmental Low efficiency Contains mercury Most efficient, no Not so efficient, no
friendliness toxic chemical toxic chemical
12. Organic LED – Novel Lighting & Display Concepts
The Opportunity – OLED Lighting
Huge investments have been made in EU, US, Japan and
Korea in OLED lighting.
With about 20 OLED lighting organizations worldwide, EU is
currently leading in OLED lighting in terms of project
numbers, government funding, and participating companies
Over 100 Companies and universities are currently working
on OLED lighting.
13. Organic LED – Novel Lighting & Display Concepts
Household Lighting
Windows can be customized to
illuminate.
14. Organic LED – Novel Lighting & Display Concepts
Household Lightings – Value
Proposition
Area/surface lighting: slim, flexible or rigid
factors
Tunable color for decorative use
Fast switch: no noise
Wide operation temperatures for use in
extreme environments
Environmentally friendly: No toxic materials
Can be transparent like a window, or reflective
like a mirror
15. Organic LED – Novel Lighting & Display Concepts
Retail Lighting Display
Thin glass lighting panel,
color can be customized.
Flexible light panel
16. Organic LED – Novel Lighting & Display Concepts
Clothing
Flexible light panel sew on clothing providing brighter luminance
compared to conventional safety clothings
17. Organic LED – Novel Lighting & Display Concepts
Market Segments
Two main markets: Lighting & Display
Lighting markets:
Building lighting
Automotive lighting
Display markets:
Consumer products, e.g. TV, mobile phone, computer.
In serving existing markets needs, OLED enables
creation of new market in combination of both lighting
and display segments:
Integrative building lighting
Digital wall
3D glasses
Wearable fashion/costumes
18. Organic LED – Novel Lighting & Display Concepts
OLED Lighting & Display
?
Unarticulated
Customer Needs
Transparent Monitor
OLED Costumes
Digital Wall
Articulated
3D glass Automotive Lighting
Consumers products display, e.g. TV,
mobiles, tablets etc. Rollable Display Household Lighting
Served Un-Served
Customer Types
19. Organic LED – Novel Lighting & Display Concepts
OLED Lighting & Display
Market Segments
Smartphone takes the largest share through 2017
Target Customers
Served Customers
Consumer products,
e.g. mobiles, TV, tablet display.
Un-Served Customers
Auto Manufacturers:
Decorative lighting/display.
Architects: Smart building lighting
Retailers: Decorative display shelves
Sales Persons: Thin & portable display
Gamers: 3D glass
20. Organic LED – Novel Lighting & Display Concepts
OLED Lighting & Display
Focus Groups:
Consumer
Architects
Auto Manufacturers
Light Designers
Fashion Designers
Corporate Show Room
Environment-cautious Groups
Government body
Window-dressing places
Theme museums
21. Organic LED – Novel Lighting & Display Concepts
OLED Value Chain
22. Organic LED – Novel Lighting & Display Concepts
Revenue Capture
Light Designers
Research & Development
Pay per download->
<-Designs/ideas
Light Design &
Components Application Search
ODM/OEM
Manufacturer Engine
SW UI->
<-Design/application order
Idea searching
<-Market feedback
Customized Design & <-Franchise
License fees-> Applications Service Vendors
Provider Products->
<-Technical Spec
System
Maintenance Lighting/display solution-> <-Product
Service Provider
<-Serving fees End Users
Troubleshooting/maintenance-> Corporates Consumers Government
23. Organic LED – Novel Lighting & Display Concepts
Scope of Activity
Revisit Value Chain
R&D
Base material
Manufacture
OLED Prod Line
Equipment
OLED panel
manufacturing
End Application
system (lighting
solution integration)
24. Organic LED – Novel Lighting & Display Concepts
Projected Margin
Strengthen or build in-house capability in
high profit margin sections
strategic section like branding and sales
25. Organic LED – Novel Lighting & Display Concepts
Scope of Activity
Positioned well into:
High margin sector
Strategic sector
Except…
Little background in
lighting industry
Collaboration /
Joint venture is
recommended
26. Organic LED – Novel Lighting & Display Concepts
Strategic Control
Protection Appropriating Benefits
Intellectual Property Rights Nature of technology
- patent (17 years in U.S.) - Economies of scale
- trademark (logo) - Knowledge Management
(explicit and tacit technology)
Control of industry
- To come out with OLED
Standards
- Complementary assets
- Wafer fab, warehouses
28. Organic LED – Novel Lighting & Display Concepts
Strategic Control – Samsung
R&D Commitment
• Invest at least 9% of sales revenue in R&D activities
• Commit to leading technology standardization and
securing intellectual property rights.
Source:
http://www.samsung.com/us/aboutsamsung/ourbusinesses/researchdevelopment.html
Samsung SMD
Owns ~80% of key IP in OLED
29. Organic LED – Novel Lighting & Display Concepts
Possible Collaboration to
Increase Value Capture
Leader in Lighting Leader in Display
30. Organic LED – Novel Lighting & Display Concepts
Conclusion
OLEDis an upcoming technology to replace
LED/LCD display and conventional lighting
OLED display has seen adoption in mobile phone
display and TV
Challenges exists – Cost, Lifespan and Power
Efficiency
Samsung – Philip collaboration to increase
value capture
31. Organic LED – Novel Lighting & Display Concepts
SAMSUNG Future Life and Style
32. Organic LED – Novel Lighting & Display Concepts
The End
33. Organic LED – Novel Lighting & Display Concepts
Appendix
LG vs. Samsung – Background
LG's 55-inch OLED TV features a Samsung's ES9500 uses native
unique spin on the technology red, green, and blue OLED
that involves a fourth "white" pixels. There's therefore no need
subpixel. The TV has a white for any filters. Samsung claims
pixel layer with a color RGB filter this improves energy efficiency
over the top, and the fourth pixel while LG criticises the system
is left unfiltered. since the blue diode could age
more quickly than the others.
34. Organic LED – Novel Lighting & Display Concepts
Appendix
LG vs. Samsung
LG 55EM9600 Samsung KN55ES9500
Weight 10kh 3.5kg
Thickness 4mm 1.6mm
Screen Brightness 150 and 600 cd/m²
Contrast 150,000:1
Response Time 1ms
Price Likely £6,000 upwards
3D Display Yes Yes
Connected TV Yes
Web Browser Yes
Resolution 1920 x 1080 pixels 1920 x 1080 pixels
Notas do Editor
film of organic compounds, of which structure is made of an emissive layer, a conductive layer, a substrate, and electrodes. The layers are conductive organic molecules, of which conductivity levels ranging from insulators to conductors. Organic compounds are “printed” in matrix of minute cells onto a flat carrier, which form pixels that emit light of different colors when they are turned on. In short, OLED is an organic semiconductor that is based on chemistry and semiconductor technologies.OLED doesn’t require a backlight to function since it emits light by itself, which makes it a thin and low-energy consuming device. Examples of prospective applications of OLED include flat panel display or lighting fixture.
What's the difference between OLED and LED?Everything. They might sound alike, but the processes are completely different. OLED stands for Organic Light-Emitting Diode, with 'organic' referring to the carbon film that's sat between two conductors. OLED panels emit their own light when an electric current is passed through, whereas cells in a LCD display are transmissive - they require an external light source for brightness.Until now there's been a question mark about longevity of OLED panels, while production lines have been impossible to make profitable due to high failure rates. Clearly, that's all about to change.What are the advantages of OLED?Gamers and home cinema aficionados are going to absolutely love OLED. Having tried it ourselves, we can vouch for the lightning-quick - and we mean it - responsiveness of the panel. It's rated at around 1,000 (some say higher) times faster than a LED-backlit LCD panel, but it's superior to plasma tech, too.As well as being completely devoid of blur, and so much more detailed, even during fast-moving video, light output is controlled in each pixel so very localised dimming is possible.How slim is OLED TV?The result is awesomely deep blacks and bright, peak whites, as well as improved colour accuracy - and all from a form factor that's just a few millimetres in depth, so much lighter than standard TVs. That slimness is down to sub-pixels that self-luminate, meaning no bulky backlight is needed, which in turns means more power efficiency.Which OLED TVs are coming out soon?Last week's CES in Las Vegas saw the unveiling of the world's first two bigscreen OLED TVs, though neither Samsung nor LG's 55-inch efforts will see the light of day until much later in 2012.The latest news is that Samsung has announced that its 'premium of premium' 55-inch OLED TV will go on sale before Christmas in 2012.How much will OLED TVs cost?Although both LG and Samsung are remaining tight-lipped about the retail prices of their latest masterpieces (we suspect they have absolouetly no idea themselves), the first bigscren OLED TVs should sell for at least double - perhaps three times - the price of a range-topping LED-backlit LCD TV.In these particular brands' cases that meansLG's 55-inch 55LW980T, which sells for about £2,800, and Samsung's 55-inch 55D8000, which can be had for just shy of £2,000. That puts the first OLED TVs at a whopping £4,000-6,000, or thereabouts. Gulp.http://www.techradar.com/news/television/oled-tv-what-you-need-to-know-1056228
100nm device
Intellectual Property Rights which consist of patent, copyright, trademark,trade secret are self-explanatory.Under Appropriating Benefits, Knowledge Management refers to the synergy utilising both tacit and explicit knowledge in the organisation.For control of industry, complementary assets play an important role like the manufacturing infrastructure to launch new products timely.
Use of IPR protection will be important but its impacts are likely to be mitigated through cross-licensing agreements, so the important point is not necessarily to have all the patent protection for complete manufacture, but to have some IPR resources in order to trade to get the full set required. Samsung moved on with enhancing its R&D and aesthetic in their products.To capture the market, the strength in technology, manufacturing (complement assets) and branding are key.
Use of IPR protection will be important but its impacts are likely to be mitigated through cross-licensing agreements, so the important point is not necessarily to have all the patent protection for complete manufacture, but to have some IPR resources in order to trade to get the full set required. Samsung moved on with enhancing its R&D and aesthetic in their products.To capture the market, the strength in technology, manufacturing (complement assets) and branding are key.