Biz Model for OLEDs
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Transcript of Biz Model for OLEDs
ORGANIC LED
Group Members:HT093141R Cindy Yong A0081877N Guo WeiA0081902H James TongA0082048H Kian Soon ThonHT093106H Ang Hong Kia, MelvinA0081998H Tyler Huang Tianlu
MT5016: Business Models For Hi-Tech Products
NOVEL LIGHTING & DISPLAY CONCEPTS
Organic LED – Novel Lighting & Display Concepts
OLED Lighting & Display
Organic LED – Novel Lighting & Display Concepts
Content:
Introduction Value Proposition Market Segment & Customer
Selection Value Capture Scopes of Activities Strategic Control Conclusion Appendix
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
Organic LED – Novel Lighting & Display Concepts
Current Applications
Samsung Galaxy SIII4.8” HD Super
AMOLED
Samsung 55” OLED TV
Samsung 12.1” OLED laptop
Organic LED – Novel Lighting & Display Concepts
TV Display – Value Proposition
Samsung 55” ES9500 OLED TV (7.5mm)
LCD TV
Richer (Lifelike) colors Unparalleled detail in
shadows, shapes, and subtle colors
Response time that is 1000 times that of LCD & Plasma TV
Much more fluid and attractive visuals during fast action
Slim form factor Power efficiency
Organic LED – Novel Lighting & Display Concepts
Value Proposition: Display
Organic LED – Novel Lighting & Display Concepts
The Leader in OLED Display
Merger between 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
Organic LED – Novel Lighting & Display Concepts
Market Drivers & Restraints for OLED Market (2011-2017)
Organic LED – Novel Lighting & Display Concepts
Lighting Evolution
Organic LED – Novel Lighting & Display Concepts
OLED Pros: 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 lighter, the substrate of an OLED can be flexible instead of rigid. OLED substrates can be plastic rather than the glass used for LEDs and LCDs.
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 be multi-layered. Also, LEDs and LCDs require glass for support, and glass absorbs some light. OLEDs do not require glass.
OLEDs are easier to produce and can be made to larger sizes. Because OLEDs are essentially plastics, they can be made into large, thin sheets.
OLEDs have large fields of view, about 170 degrees.
OLED Cons: Lifetime - While red and green OLED films have longer lifetimes (46,000 to 230,000
hours), blue organics currently have much shorter lifetimes (up to around 14,000 hours[source: OLED-Info.com]).
Manufacturing - Manufacturing processes are expensive right now. Water - Water can easily damage OLEDs.
Specs/Lighting Type
Incandescent Lamp
Fluorescent lamp LED OLED
Thickness NA NA 6.9 mm (base on LED TV)
1.8 mm
Flexibility NA NA Less than OLED Very as it can be printed as a sheet
View ability Can’t stare Can’t stare Can’t stare, point source
Can stare without hurting eyes
Lifespan 700 -2, 500 hrs >10, 000 hrs 100, 000 hrs 15, 000 hrs
Manufacturing cost
Efficiency/ Brightness
10 lm/W 70-90 lm/W 70-100 lm/W Over 140 lm/W in lab
25 lm/W Over 87 lm/W in lab
Environmental friendliness
Low efficiency Contains mercury Most efficient, no toxic chemical
Not so efficient, no toxic chemical
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.
Organic LED – Novel Lighting & Display Concepts
Household Lighting
Windows can be customized to illuminate.
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
Organic LED – Novel Lighting & Display Concepts
Retail Lighting DisplayThin glass lighting panel, color can be customized.
Flexible light panel
Organic LED – Novel Lighting & Display Concepts
Clothing
Flexible light panel sew on clothing providing brighter luminance compared to conventional safety clothings
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
Organic LED – Novel Lighting & Display Concepts
OLED Lighting & Display
Customer Types
Cu
stom
er
Needs
Unart
icu
late
dA
rtic
ula
ted
Served Un-Served
Consumers products display, e.g. TV, mobiles, tablets etc.
Automotive Lighting
Digital Wall
Transparent Monitor
Household Lighting
OLED Costumes ?
3D glass
Rollable Display
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
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
Organic LED – Novel Lighting & Display Concepts
OLED Value Chain
Organic LED – Novel Lighting & Display Concepts
Revenue Capture
System Maintenance
Service Provider
VendorsCustomized Design
& Applications Service Provider
End Users
ODM/OEM
Light DesignersResearch & Development
Components Manufacturer
Corporates
Consumers Government
<-Designs/ideas
<-Technical Spec
License fees->Products->
<-Franchise
<-ProductLighting/display solution->
<-Serving fees
Troubleshooting/maintenance->
Light Design & Application Search
Engine
Idea se
arch
ing
Pay per download->
SW UI->
<-Design/application order<-Market feedback
Organic LED – Novel Lighting & Display Concepts
Scope of Activity
R&D
Base material Manufacture
OLED Prod Line Equipment
OLED panel manufacturing
End Application system (lighting
solution integration)
Revisit Value Chain
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
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
Organic LED – Novel Lighting & Display Concepts
Strategic ControlProtection
Intellectual Property Rights - patent (17 years in U.S.)- trademark (logo)
Appropriating Benefits
Nature of technology - Economies of scale - Knowledge Management(explicit and tacit technology)
Control of industry - To come out with OLED Standards - Complementary assets
- Wafer fab, warehousesIn Sep 2012, Samsung filed
an injunction request against
LG for effectively stealing its
OLED technology and
business secrets by “inducing
[Samsung's] researchers to
transfer”.
Organic LED – Novel Lighting & Display Concepts
Strategic Control: Technology/Manufacturing/Brand
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
Organic LED – Novel Lighting & Display Concepts
Possible Collaboration to Increase Value Capture
Leader in Lighting
Leader in Display
Organic LED – Novel Lighting & Display Concepts
Conclusion
OLED is 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
Organic LED – Novel Lighting & Display Concepts
SAMSUNG Future Life and Style
Organic LED – Novel Lighting & Display Concepts
The End
Organic LED – Novel Lighting & Display Concepts
AppendixLG vs. Samsung – Background
LG's 55-inch OLED TV features a unique spin on the technology that involves a fourth "white" subpixel. The TV has a white pixel layer with a color RGB filter over the top, and the fourth pixel is left unfiltered.
Samsung's ES9500 uses native red, green, and blue OLED pixels. There's therefore no need for any filters. Samsung claims this improves energy efficiency while LG criticises the system since the blue diode could age more quickly than the others.
Organic LED – Novel Lighting & Display Concepts
AppendixLG 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