1. CMO LED Day Forum
2008年7月23日
LED BLU and Green High Tech Life
姚柏宏 / Luke Yao
Research Director
DisplaySearch/ Taiwan
Email: Luke_yao@displaysearch.com
Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved

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3. Thank you!
For more information on the analysis and data included in this presentation:
Visit us at www.displaysearch.com
Contact Patrick Maki
+1-512-687-1511 or 877-869-6075 (US only)
patrick_maki@displaysearch.com
DisplaySearch Analyst
Luke Yao - Research Director, Lighting
David Hsieh - Vice President, Greater China Market
Referenced and related DisplaySearch research:
Quarterly Backlight Lamp and Backlight Unit Report
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5. Brief Introduction
= The Most Professional Pipe Worker for Worldwide Display Industry
Eqpt./Materials Panel OEMs Brands Retailers Consumers
Suppliers Makers
=The Professional Analyst of BLU Technology and Market
Research Field
•Backlight Module •Optical Films •LED Light Source
Luke Yao
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6. Agenda
•Benefit and Potential of LED in Notebook Market
•Cost Analysis and LED NB Market Forecast
•Key Factors to Enhance The Penetration of LED NB
•Summary
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7. Agenda
•Benefit and Potential of LED in Notebook Market
•Cost Analysis and LED NB Market Forecast
•Key Factors to Enhance The Penetration of LED NB
•Summary
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8. Green Life Image
Only one Earth we have and we want her to be …
Relaxing
Dynamic
Forever
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9. Mission of Green Display
Make LCD Display more Friendly to Earth…
Enjoy your life through the Green Display even though
you just sit in front of it.
Reduce Hazardous Material Reduce Power Consumption
Improve Recycle Practice Increase Product Life Time
Reduce System Components Use Environmental Friendly Material
Improve Efficiency of Components
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10. Opportunity of L/A LED BLU
Market Potential Advantage Challenge Driving Force
High NB PC • Power Saving • Intensity
• Light weight • LGP yield rate
• Thin profile • LED Binning
• Small cost premium • LED Package
LCD TV
• Power Saving • Cost
• Dynamic BLU control • Reliability
• LED Binning
• Huge LED Amount
Monitor • Power Saving • Cost
• Intensity
• Reliability
• Selling Points
Low
Source: DisplaySearch Q2’08 Backlight Lamps and Backlight Units Report
Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved 10

11. Categories of LED BLUs for NBs
Yield rate of LGP decides the penetration rate of LED BLU for NB application.
High Brightness Model Regular Model
BLU Structure Flat LGP (V-cut Pattern) Wedge LGP (Dot Pattern) Flat LGP (Dot Pattern)
Film Stack Reflector+ LGP+ Turning Film + Top Reflector+ LGP+ Cross Prism Reflector+ LGP+ Cross Prism
Diffuser Films + Top Diffuser Films + Top Diffuser
Brightness ◎ ○ △
LGP Yield △ ◎ ○
Thickness ◎ ○ ◎
Cost △ ◎ ○
Patent Right Mitsubishi Rayon NA NA
BLU Supplier △ ◎ ○
Relative Factor of Evaluation: ◎ > ○ > △
Source: DisplaySearch Q2’08 Backlight Lamps and Backlight Units Report
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12. Agenda
•Benefit and Potential of LED in Notebook Market
•Cost Analysis and LED NB Market Forecast
•Key Factors to Enhance The Penetration of LED NB
•Summary
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13. L/A LED BLU Forecast
Q2'08 Forecast (000 units) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
CCFL/EEFL/HCFL Backlight 282,694 392,286 448,965 469,188 493,610 491,605 468,497 468,351 483,190 497,553
LED Backlight 1,380 4,250 20,071 69,102 115,428 188,196 278,116 348,769 407,311 474,089
FFL Backlight 450 84 0 0 0 0 0 0 0 0
All >10quot; TFT 284,524 396,621 469,036 538,290 609,038 679,801 746,613 817,121 890,501 971,642
Q2'08 Forecast (This Time) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
CCFL/EEFL/HCFL Backlight 99% 99% 95.7% 87% 81% 72% 63% 57% 54% 51%
LED Backlight 0.5% 1.1% 4.3% 12.8% 19.0% 27.7% 37.3% 42.7% 45.7% 48.8%
FFL Backlight 0.2% 0.02% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
All >10quot; TFT 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
Q1'08 Forecast (Last Time) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
CCFL/EEFL/HCFL Backlight 99% 99% 96.3% 90% 83% 75% 66% 62% 59% 55%
LED Backlight 0.5% 1.0% 3.7% 9.9% 17.0% 25.4% 34.0% 38.3% 41.0% 44.6%
FFL Backlight 0.2% 0.02% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
All >10quot; TFT 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
L/A LED BLU Penetration Rate by Application
110%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
NoteBook LED BLU 1.5% 3.6% 13.5% 38.3% 52.4% 71.7% 91.4% 98.8% 99.4% 100.0%
Monitor LED BLU 0.0% 0.1% 0.2% 0.4% 0.8% 1.3% 2.2% 4.0% 7.4% 12.9%
LCD TV LED BLU 0.3% 0.02% 0.3% 1.8% 4.8% 8.7% 9.4% 10.1% 10.7% 11.2%
Source: DisplaySearch Q2’08 Backlight Lamps and Backlight Units Report
Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved 13

14. Penetration of LED BLU for NB PC
Apple HP Dell Sony Fujitsu Toshiba ASUS Lenovo
Panel Maker i.CMO,AUO ii.SEC CMO,AUO CMO TMD TMD TMD TMD TMD
BLU Maker Kenmos/ Nano-Op Kenmos Kenmos Matsushita Stanley Stanley Stanley Stanley
LED Maker TG(i), Nichia(ii) TG/Nichia TG/Nichia Nichia TG Nichia Nichia Nichia
Size 13.3quot;, 15.4quot;, 17quot; 12.1quot; 13.3quot; 11.1quot;, 13.3quot; 8.9quot;, 12.1quot;14.1quot; 12.1quot;,13.3quot; 11.1quot;,12.1quot;,13.3quot; 13.3quot;
Model Name MacBook Pro & Air 2710P XPS M1330 TX, SZ P8010,P1620,S6510 R500, M700 U1,U3,U6 X300
450,000 110%
400,000
90%
350,000
300,000 70%
000 units
250,000
50%
200,000
150,000 30%
100,000
10%
50,000
0 -10%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
LED BLU (NB) 1,170 4,081 19,349 65,753 106,018 169,484 254,734 317,919 363,629 410,118
NB Total 79,772 113,452 142,895 171,718 202,487 236,272 278,715 321,855 365,657 410,118
Penetration Rate 1.5% 3.6% 13.5% 38.3% 52.4% 71.7% 91.4% 98.8% 99.4% 100.0%
Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved 14

15. LED NB Market Forecast by Size
NB size smaller than 14” will dominate the demand of LED models corresponding to business customers with high
mobility before 2009 and 14”+ ones will take over the primary market share of LED NB, especially 15.4” and 15.6” ones,
to accelerate the penetration of LED BLU in NB market after 2009.
2007 2009 2015
Leading size of
LED NB <14” ≧14”
110%
90%
70%
50%
30%
10%
-10%
2007 2008 2009 2010 2011 2012 2013 2014 2015
≧ 14quot; 0.1% 6.5% 28.3% 41.1% 59.9% 76.3% 81.9% 83.6% 82.6%
<14quot; 3.5% 7.1% 9.9% 11.2% 11.8% 15.1% 16.8% 15.9% 17.4%
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16. Cost Structure of 13.3” &“15.4”W LED BLU
High-end Model 13.3” Slim V-cut LGP
Turning Others Materials Overhead,SG&A,
Subtotal Side-view LED
13.3” NB Film/2XBEF Package
9% 1% 5% LED module
Extra-polishing Glass: 0.35mm Bezel & Frame
26%
6%
Reflective sheet
5%
Light Source
Assembly
7%
Diffusion sheet
Flat LGP (Slim V-cut): 0.7mm 5% Lightguide plate
36%
15.4quot; Flat Dot LGP
Mainstream Model
Others Materials
15.4” NB Overhead,SG&A, Side-view LED
Normal Glass: 0.5mm Subtotal
6% Package
LED module
11%
Bezel & Frame 34%
8%
Turning
Film/2XBEF
11%
Light Source
Flat LGP (Dots): 0.9mm Diffusion sheet
Lightguide plate Assembly
6%
Reflective sheet 10% 12%
2%
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17. Cost Premium: CCFL vs. LED BLU
= side-view LED = Top-view LED
US$ 960 LEDs
$400
$350
$300
$250
$200 210 LEDs CCFL
48 LEDs 60 LEDs LED
$150
$100
$50
$0
13.3quot; 15.4quot; 22quot; 40quot;
US$
Technology 13.3quot; 15.4quot; 22quot; 42quot;
CCFL $10.6 $11.3 $18.4 $133.0
LED $23.8 $16.0 $40.0 $389.0
premium 124.5% 41.6% 117.4% 192.5%
PS: 13.3quot; LED LGP: Slim V-cut; 15.4quot; LED LGP: Dots LGP
Source: DisplaySearch Q2’08 Backlight Lamps and Backlight Units Report
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18. Agenda
•Benefit and Potential of LED in Notebook Market
•Cost Analysis and LED NB Market Forecast
•Key Factors to Enhance The Penetration of LED NB
•Summary
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19. Issues of LED BLU for NB (Slim or Normal)
Still Chasing Slim Form Factor as Target?
LGP Injection
Flat Slim V-cut LGP= 0.6-0.9mm
Normal Wedge LGP=0.6&1.2mm
Flat Dots LGP=0.8-0.9mm
LED Supply
Injection yield rate
Assembly Handling Side-view or top-view
LED Inside Intensity= 1800mcd-2200mcd
Optical performance LED suppliers pool
Patent Issue of Phosphor
Curtain Moiré
Not uniform
LED Light bar
LED Number Reduction
Thermal Solution
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20. Power Saving of LED BLU for NB
Current vs. Brightness
【Safety】 Brightness
Relative low start up voltage to ensure operation
safety
【Power Saving】
The relationship between LED intensity and
輝度
LED
driving current is linear CCFL
Lower current is operated to perform the same
brightness level than CCFL model
Power saving of 30-50% of CCFL power
consumption 輝度電圧
Current
Advantage
6
5
44% 41%
4 35%
Power (w)
37% CCFL
3
LED@20mA
2
1
0
12.1quot; 13.3quot; 14.1quot; 15.4quot;
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21. What will be thinner than this?
Ultimate thinner profile performance of LED BLU--- An Envelope-packed PC
LED Panel= Slim CCFL BLU
glass+ LED BLU
Thickness 50%
WOW !!
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22. Trend of Design Concept
Current Next Phase
Mainstream •Replace CCDFL Model
Optical Films
Speed up LED BLU •Lowest Cost Solution
W-LED
•High Brightness penetration Wedge LGP
•Low Yield rate
•Tough optical design LGP: Dots & Wedge type
•Patent Constrain
High-end
Optical Films
Optical Films
LED Slow down LED BLU LED
Flat LGP penetration •Thinnest & High-end BLU
Flat LGP
•Highest Cost Solution
LGP: V-cut type
Optical Films
Mainstream LED
LGP: V-cut type Speed up LED BLU
Flat LGP Thinner & easier-made
BLU
penetration
LGP: Dots type
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23. Agenda
•Benefit and Potential of LED in Notebook Market
•Cost Analysis and LED NB Market Forecast
•Key Factors to Enhance The Penetration of LED NB
•Summary
Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved 23

24. Summary (I)
Give your score card for the market penetration of LED BLU by application
LED BLU Inside
LED BLU Application NB MNT LCD TV
Evalution Factors
LED Amount 3 2 1
Power Saving 3 2 1
Color Gamut 1 1 3
Motion Blurless 2 2 3
High Contrast 1 1 3
Light Weight 3 1 1
Thin Profile 3 1 1
Cost Gap 3 2 1
Productivity 3 2 1
Attraction 3 1 2
Total Score 25 15 17
3: Excellent 2: Good 1: Fair
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25. Summary (II)
3 “L” 3 ”M”
Low CO2 More Green
Low Pollution More Safety
More Fun
Low Temperature
Work Hard For the “Green” Planet
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