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1-1 Sample Pages ElectroniCast - OLED Lighting Market Forecast This ElectroniCast report provides a market forecast of the worldwide consumption of Organic Light Emitting Diodes (OLEDs) used in general and specialized lighting applications. The OLEDs defined in this report are often referred to as OLED devices, OLED light sources, OLED panels or sub-panels, and OLED tiles. OLED Description An organic light-emitting diode (OLED) is a light-emitting diode (LED) in which the emissive electro luminescent layer is a film of organic compounds, which emit light in response to an electric current. This layer of organic semiconductor material is situated between two electrodes. Generally, at least one of these electrodes is transparent. Pioneered by Kodak in the late 1980s, OLED technology and its practical applications have generated more than 1,700 issued and pending Kodak patents worldwide. OLEDs are paper-thin, flexible and lightweight electronic devices, which consume up to 70 percent less energy compared to conventional light sources. OLED technology has already been put into practical use in displays, but has shown remarkable progress in recent years in terms of improved brightness and longer lifespan, which makes OLED technology a prime candidate for the next generation of energy- saving lighting. The major distinction between inorganic (I) and organic (O) LEDs for the application of lighting is the form factor. OLEDs produce light at relatively low intensity spread over large areas, while LEDs (ILEDs) are more compact sources. OLED is a surface light source, instead of from point light sources such as LEDs. A key structural difference is that OLEDs are created using organic semiconductors (such as those that make up organic solar cells), while LEDs are built in crystals from an inorganic material. In most OLEDs the current flows through organic materials confined between planar electrodes with a separation that is typically only about 100nm. Multiple layers are required to assure balanced transport of electrons and holes and the production of light with the desired color qualities. Most devices use red, green and blue emitters that can be arranged in several configurations to produce white light. OLED light panels can be manufactured flat, flexible, and even semi-transparent. OLED can also be made color-tunable, and emits a precise light. In August 2015, we are witnessing OLED lighting technology, which is rapidly catching up LED bulbs on absolute efficiency in terms of lumens per watt. OLED lighting offers manufacturers a potential low-cost solid-state lighting solution that can be extremely thin and lightweight.

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Page 1: OLED General Lighting Market Forecast - Market … - OLED Lighting Market Forecast This ElectroniCast report provides a market forecast of the worldwide consumption of Organic Light

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Sample Pages ElectroniCast - OLED Lighting Market Forecast

This ElectroniCast report provides a market forecast of the worldwide consumption of Organic Light Emitting Diodes (OLEDs) used in general and specialized lighting applications. The OLEDs defined in this report are often referred to as OLED devices, OLED light sources, OLED panels or sub-panels, and OLED tiles.

OLED Description An organic light-emitting diode (OLED) is a light-emitting diode (LED) in which the emissive electro luminescent layer is a film of organic compounds, which emit light in response to an electric current. This layer of organic semiconductor material is situated between two electrodes. Generally, at least one of these electrodes is transparent. Pioneered by Kodak in the late 1980s, OLED technology and its practical applications have generated more than 1,700 issued and pending Kodak patents worldwide. OLEDs are paper-thin, flexible and lightweight electronic devices, which consume up to 70 percent less energy compared to conventional light sources. OLED technology has already been put into practical use in displays, but has shown remarkable progress in recent years in terms of improved brightness and longer lifespan, which makes OLED technology a prime candidate for the next generation of energy-saving lighting. The major distinction between inorganic (I) and organic (O) LEDs for the application of lighting is the form factor. OLEDs produce light at relatively low intensity spread over large areas, while LEDs (ILEDs) are more compact sources. OLED is a surface light source, instead of from point light sources such as LEDs. A key structural difference is that OLEDs are created using organic semiconductors (such as those that make up organic solar cells), while LEDs are built in crystals from an inorganic material.

In most OLEDs the current flows through organic materials confined between planar electrodes with a separation that is typically only about 100nm. Multiple layers are required to assure balanced transport of electrons and holes and the production of light with the desired color qualities. Most devices use red, green and blue emitters that can be arranged in several configurations to produce white light.

OLED light panels can be manufactured flat, flexible, and even semi-transparent.

OLED can also be made color-tunable, and emits a precise light. In August 2015, we are witnessing OLED lighting technology, which is rapidly catching up LED bulbs on absolute efficiency in terms of lumens per watt. OLED lighting offers manufacturers a potential low-cost solid-state lighting solution that can be extremely thin and lightweight.

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In 1979, while working on solar cells, the Kodak scientist Ching Tang noticed a blue emission from the organic materials he was using. Eight years later, together with his colleague van Slyke, he was able to demonstrate for the first time electro-luminescence on very thin organic multi-layers at low voltages of less than 10 volts. As a consequence, intense research activities were started worldwide, which resulted in the discovery of electro luminescence in polymers and led to the first applications within ten years.

The display industry is showing great interest in OLEDs especially as this technology does not produce any reflections or color distortion. There are now more than 100 companies intensively involved in developing OLED technology – ranging from global players such as Sony and DuPont to Universal Display.

In April (2015), a collaborative agreement between glass specialist Corning

Incorporated (NYSE:GLW) and OLED lighting company OLEDWorks was announced. The Corning deal with OLEDWorks is set to develop unique, flexible, and conformable OLED lighting solutions using Corning Willow Glass as both a hermetic barrier and an integrated substrate.

Corning® Willow® Glass will help enable thin, light and cost-efficient applications

including today’s slim displays and the smart surfaces of the future. The thinness, strength and flexibility of the glass will enable displays to be “wrapped” around a device or structure. Willow Glass can be processed at temperatures up to 500° C. High temperature processing capability is essential for today’s high-end displays, and is a processing condition that cannot be supported with polymer films.

Corning Willow Glass will enable the industry to pursue high-temperature, continuous “roll-to-roll” processes – similar to how newsprint is produced - that have been impossible until now. It will support thinner backplanes and color filters for both Organic Light Emitting Diodes (OLED) and liquid crystal displays (LCD) in high performance, portable devices such as smart phones, tablets, and notebook computers.

This new, ultra-slim flexible glass will also help develop conformable, or curved, displays for immerse viewing or mounting on non-flat surfaces. Willow Glass is formulated to perform exceptionally well for electronic components such as touch sensors, as well as leveraging glass’s natural hermetic properties as a seal for OLED displays and other moisture and oxygen sensitive technologies. Corning's ultra-thin, ultra-flexible Willow Glass as a hermetic barrier; therefore, it can also add some structural stability to the OLED light panel as a substrate material.

According to Corning, these new panels are expected to provide two times the

light output of traditional OLED lighting panels, enabling increased efficiency and lower power consumption. The ultra-clear properties of Willow Glass allows significantly more light to pass through than current encapsulation barriers on plastic substrates.

The primary beneficiary from increased adoption of OLEDs is a relatively small company called Universal Display. Universal Display, for its part, not only licenses its

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OLED-centric patent portfolio, but also sells phosphorescent OLED materials to all the biggest players in the OLED industry. That includes Samsung and LG Display, who both primarily use OLED as the driving technology behind their crisp, bright OLED displays in electronics. In February (2015), Universal Display announced a new license agreement with OLEDWorks for lighting applications to which OLEDWorks will pay Universal Display an upfront license fee and running royalties on sales of its licensed OLED lighting products.

In December (2014), Home Depot (a major do-it-yourself / home improvement

store in the United States) began selling four different OLED light fixtures made by Acuity Brands. And in the fourth quarter of 2014, Universal Display signed new OLED lighting development agreements with both Phillips and Japanese chemical firm Kaneka.

According to Konica Minolta, OLED lighting is attracting attention as the next

generation lighting having such unprecedented features as thin, lightweight, and surface light source. In addition, it features high-energy efficacy, no scalding surface, and reduced environmental footprint since it is mercury technology is mild to eyes and friendly to people, since it is free of ultra-violet rays-free unlike fluorescent lightings.

As reported in March (2015), Konica Minolta will be meeting its aim of mass producing and shipping OLED panels later in 2015. The company announced in March (2014) it would be constructing a new OLED panel fab at its Konica Minolta Kofu Site in Chou-Shi, Yamanashi Prefecture, Japan. At the time, Konica projected OLED production would start by autumn 2014. The company has started manufacturing OLED panel samples, and expects to ship finished OLED panels by fall this year instead. The new plant will introduce the high-productivity roll-to-roll manufacturing method for mass production of plastic substrate flexible OLED lighting panels with white color and color tunable functions.

Lighting Applications The definition for Lighting in this particular study report includes General Lighting, which is used to provide the main illumination of an area. The Lighting category also includes specialized lighting, such as Directional Lighting, Supplementary Lighting and Architectural Lighting. In 2015, “architainment lighting” – a blend of architectural and event lighting has been added to the Lighting category. Also, beginning in 2015, OLED panels/tiles used in vehicles for the main purpose of lighting is included in the market data. OLED panels/tiles used in signage, Televisions, displays, and signals are not included in the market forecast data for this study. The thinness of OLED unlocks new possibilities for lighting design by shedding the burden of bulky housings. With this new technology the line separating architecture and lighting is blurred.

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OLED lighting is environmentally friendly, mercury-free, and ideal as next-generation lighting. Owing to its outstanding thinness, lightness, low electric power consumption, and use as a surface light source, it has a wide range of potential applications. The increasing development of OLED technology in General Lighting is indeed encouraging, driven by the architectural lighting industry; therefore, full cooperation and partnerships with between the OLED device manufacturers and the architectural industry is of paramount importance, based on analysis by ElectroniCast Consultants. Since OLEDs can be fashioned onto large surfaces, they are a viable alternative to fluorescent tubes for building lighting or even external roadway applications.

OLEDs could be used in both functional and decorative light fixtures, with an advantage of energy savings. Compared to incandescent lighting, OLED and inorganic LED-based lighting delivers visible light with reduced heat. In addition, their solid-state nature provides for greater resistance to shock, vibration, and wear, thereby significantly increasing its lifespan. There have been claims of “no heat” for OLEDs; however, whatever electrical power is not converted to light is necessarily converted to heat. According to PolyPhotonix, OLEDs are excellent as a large area, diffuse light source for architectural surfaces, designer lamps, signs, and general illumination – even windows and window shades. One unique aspect of OLEDs is that they eliminate shadows. Those thin and flexible surfaces can be integrated into products, in ways that are not possible with traditional lighting or light emitting diodes (LED). OLEDs open up unlimited opportunities to designers, from the fashion world, to product designers, artists and architects. OLEDs emit a soft warm light, and they can be extremely thin, which opens up many design possibilities. Because the panel itself emits light from the front surface, there is no need for optical components, such as diffusers. Moreover, the panel’s high-energy efficiency reduces power consumption, thus making it an energy-saving light source. On the environmental side, one great advantage is that it is mercury-free. By making the most of these benefits, their lighting panels can be used for hotel, restaurant and other commercial applications, designer lamps and lights for homes, and household furniture and construction materials with an added lighting function. The United States Department of Energy (DOE) estimates that lighting for buildings accounts for more than 20 percent of U.S. energy use. Over the next 20 years, the agency estimates that widespread adoption of LED and OLED lighting could reduce electricity demands 60 percent and prevent almost 260 metric tons of carbon emission. Conventional incandescent lights emit only 15 lumens of light per watt of electricity. Fluorescent lights are more energy-efficient but are made with mercury, which is harmful to the environment and they have comparably short service lives and produce light that is fundamentally different from natural daylight. Because they are made with organic materials, OLED lights are environmentally friendly, and with advanced development, they have the potential to emit four times as much light per watt as conventional incandescent bulbs.

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OLED Level Quantified in the ElectroniCast Study

Below in particular, are three levels (or “food chain”) pertaining to the OLED marketplace. For the purposes of this ElectroniCast study, we quantify and provide a market forecast for “Level 2”

Level 1 – Organic Materials, anode and cathode

Level 2 – OLED Lighting panel or tile with initial integrated frames (Without electronics and driver) Level 3 – OLED Module, one or more panels (tiles) with control circuits, other value added components

OLED devices will actually use a value-added OLED product, complete with the

electronics (plugs and wires), driver integrated circuits, and possible structural packaging (cap, metallic/plastic panel frames). Also, even further, these packaged/equipped panels/tiles (also known as OLED modules) will typically be available as part of other value-added product, such as lamp-holders/fixtures. Therefore, it is important to note that this market forecast data only quantifies the OLED device (sometimes referred to as a tile, light source, panel or sub-panel) and not

• Global (Total)

the complete module, lamp/fixtures or other value-added product(s). This report provides the market data by the following regional segments:

o America United States and Canada Latin America

o EMEA Northern Europe Southern Europe Western Europe Eastern Europe Middle East and Africa

o APAC People’s Republic of China (PRC) Japan Republic of Korea (ROK) Rest of APAC

This report provides the forecast by the following functions:

• Consumption Value: US$, Million • Quantity: Number of square meter (m²) in Millions • Average Selling Prices: ASP US$, per square meter

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This study is based on analysis of information obtained through the end of August 2015. During this period, ElectroniCast analysts performed interviews with authoritative and representative individuals in the lighting industry, plus – R&D and manufacturing, from the standpoint of both suppliers and users of lighting general illumination products. The interviews covered issues of technology, R&D support, pricing, contract size, reliability, documentation, installation/maintenance crafts, standards, supplier competition and other topics. The interviews were conducted principally with:

• Lighting Designers/Installers concerns, engineers, marketing personnel and

management at manufacturers of OLED and LED lighting and related equipment, as well as other lighting technologies.

• Design group leaders, engineers, marketing personnel and market planners at

major users and potential users of OLEDs and LEDs and lighting. • Other industry experts, including those focused on standards activities, trade

associations, government and investments.

ElectroniCast forecasts that the increasing automatic fabrication, especially in regards to roll-to-roll (R2R) manufacturing process, as well as test and higher yield-rates for selected OLED general lighting panels will allow for (larger quantity) mass-production capability in the near future; however, at the same time there is also advancement in production and development by focusing on glass substrate and vapor deposition technologies.

In addition, over the course of the forecast period, the average selling prices of the OLED lighting products will be driven lower, as a result of production efficiencies, yield improvements (aided by quality controls), competition (both market competition and technological competition), marketing/sales distribution improvements, and other factors.

Market forecast data in this study report refers to consumption (use) for a

particular calendar year; therefore, this data is not cumulative data. Market forecast data are provided in United States Dollars.

Market Opportunity Analysis – Market Dynamics

The study process by ElectroniCast Consultants also covers the following points:

• Standards on or related to general lighting (including general regulations & standards, environmental issues etc.)

• Policies and schemes for promoting the penetration of OLED and LED lighting • Industry trends in general lighting fixtures • OLED Lighting industry competitive environment and R&D advances • Distribution Channel (direct-sales from manufacturer/distributors, electrical/

lighting shops, DIY stores, other stores, vehicles, Web-based, other)

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Value Market Forecast ElectroniCast projects that this year in 2015, the worldwide consumption value of selected lighting OLEDs will reach $144 million; consumption value is forecast to increase at an average annual growth rate of 74.8 percent to nearly $2.36 billion in 2020 (1). The total consumption value of selected lighting OLEDs is forecast an increase $6.7 billion in the year 2023, before slipping to $5.544 billion in 2025.

OLEDs Used in Lighting

Volume (quantity/unit volume) is forecast to continue to climb; however, sharp decreases in average selling prices will eventually cause overall (total) market value to decrease.

In the early years of the forecast period, a large percentage of the use of OLEDs in lighting will be associated with Research and Development (R&D). R&D costs are non-capitalized labor, which is used for research, design engineering, manufacturing development, and start-up, costs of new production lines. It does not include capital equipment and associated setup costs, marketing support, or normal production support; however it does include expense incurred while prototyping and developing a new process or production line.

Figure 1.1.1

Global Market Forecast (Value Basis, US$ Million)

(1) All values and prices in this report are at factory as-shipped levels, and are in current dollars, which include the effect of a forecasted 5 percent annual inflation rate over the forecast period.

0

1000

2000

3000

4000

5000

6000

7000

Value (US$, Million) 144 159 200 247 915 2359 4077 5269 6724 6613 5544

2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025

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Quantity Market Forecast (Square Meters) The consumption value is determined by multiplying the number of units by the average selling price. The average selling prices are based on the price of the OLED at the initial factory level. In this market forecast study, we quantify the volume (quantity) in terms of the square meters (m2 or m²).

As shown in Figure 1.1.2, ElectroniCast projects that ------- million

OLEDs Used in Lighting

square meters of OLED-lighting product will be used this year in 2015. In the year 2020, we forecast that -------- million square meters will be used, increasing to ------- million square meters (m²) in the year 2025.

NOTE: See the Microsoft EXCEL database spreadsheet in this report for more market forecast detail.

Figure 1.1.2

Global Market Forecast (Quantity Basis, Million of Square Meters) Note: Market forecast data in this study report refers to consumption (use) for a particular calendar year; therefore, this data is not cumulative data. Market forecast data are provided in United States Dollars.

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Selling Price Market Forecast (Square Meters)

OLEDs Used in Lighting

The average selling prices (ASPs) are based on the price of the OLED at the initial factory level and/or internal adjustments for R&D use and captive manufacturing. In this market forecast study, we quantify the average selling price in terms of the square meters (m2) of OLED use in General Lighting. As shown in Figure 1.1.3, ElectroniCast projects that worldwide average selling price (per m2) for OLEDs in selected lighting applications in 2015 will end-up at $-------.

ElectroniCast forecasts that the ASP will decrease substantially during the

forecast, dropping (-) ---- % per year to $------ in the year 2020, and then decreasing at (-) ---- percent annually (2020-2025) to $---- in the year 2025. (Market forecast data are provided in United States Dollars.)

Figure 1.1.3

Global Market Forecast (Average Selling Price per Square Meter)

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Value Market Forecast by Region The market for OLEDs used in lighting is relatively new and it is still open for new competitors and brands. ElectroniCast forecasts that the Asia Pacific (APAC) region will maintain control of the leadership role in relative market share, driven by Japan’s early implementation, as well as strong take-rates in the Republic of Korea and in the People’s Republic of China (China is emerging as an important market for OLEDs).

The consumption value of selected lighting OLEDs in the APAC region is

forecast to reach $---- million this year in 2015, as shown in Table 1.1.1. We forecast that eventually the American region, led by the United States will move into the second-place position, growing at a faster annual pace versus EMEA and

OLEDs Used in Lighting

APAC during the forecast period.

Note: the sub-regional data for each region is presented in chapter 3, as well as in the Microsoft Excel worksheets.

Table 1.1.1

Global Market Forecast, by Region (Value Basis, US$ Million) All values and prices in this report are at factory as-shipped levels, and are in current dollars, which include the effect of a forecasted 5 percent annual inflation rate over the forecast period.

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Opportunity Costs Driven by energy-efficient lighting and other carbon footprint/pollution issues, using OLED-based lighting depicts an organization, which installs them, as a good corporate citizen; therefore, increased sales revenue may be a benefit, since customers may prefer to reward the “green-oriented” company by purchasing products from that particular company. Market Forecast Application Categories

• Government/Commercial, including R&D

The ElectroniCast market forecast of consumption is presented for two major End-User categories:

• Residential/Non-Specific, including R&D

The consumption value market forecast, by end-user group, is shown in Table 1.1.2 and Figure 1.1.3. The Commercial/ Industrial group is forecast to dominate the OLED Lighting marketplace during the forecast period (2015-2025). ElectroniCast predicts a major pick-up in the Government/Commercial applications in the year 2019 especially and (then) going beyond.

The vast majority of the consumption of (general lighting) OLEDs thus far has

been in R&D, product prototype and product samples (kits), based on a relatively high average price. The average selling prices (ASPs) are forecast to decrease substantially as the devices become more readily available to the open market in a competitive environment. The consumption value is forecast to increase with strongly rising quantity growth partially offset by declining average prices.

End-user OLED-based lighting product designs were still, very much in the idea-

to-concept stage in 2011, 2012, 2013, 2014 and now in 2015; however, because of the relative higher selling price of the OLED solution versus other lighting technology, we forecast that the government/commercial end-user group category will win market share versus residential applications.

The Residential category also includes “other” applications, which typically fall

under the non-specific group based mostly on the retail store and web-based sale channels where it often difficult to ascertain the final user-group of the product. For example, it is common for small/medium-size companies to purchase products at retail stores and often these transactions are often classified as non-specific. Of course for the most part, OLED-based lighting products are not expected to find their way to the retail store (common product) sales-channel for several more years.

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Table 1.1.2 OLEDs Used in Lighting

Global Market Forecast, by End-User Group (Value Basis, US$ Million)

Figure 1.1.4 OLEDs Used in Lighting

Global Market Forecast, by End-User Group (Value Basis, US$ Million) and Market Share (%)

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Example of Lighting OLEDs As stated earlier, this study provides a market forecast and analysis of OLEDs, used in selected lighting applications. Figure 1.1.5-a provides an image of an OLED panel, which is included as a device-type quantified in the ElectroniCast OLED market forecast. (Note: complete OLED modules are not included in the market forecast, as well as the complete lamp fixture, etc).

An image of the OLED lighting module originally from Panasonic Electric Works

is shown in the following Figures; combining an OLED lighting panel (Figure 1.1.5-a) and a control circuit (Figure 1.1.5-b) produces the OLED lighting module (Figure 1.1.5-c).

Panasonic Idemitsu OLED Lighting (PIOL) Co Ltd, a joint venture of Panasonic Electric Works Co Ltd and Idemitsu Kosan Co Ltd, started to ship an OLED lighting panel

in the Japanese and overseas markets September (2011). However in 2015, Panasonic has exited OLED lighting market.

Figure 1.1.5 - a OLED Lighting Panel with Initial Integrated Frame Source: Panasonic Idemitsu OLED Lighting (PIOL)

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Figure 1.1.5 - b OLED Control Circuit

Source: Panasonic Idemitsu OLED Lighting (PIOL) Combining an OLED lighting panel and a control circuit produces the OLED lighting module (see Figure 1.1.5-b.

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Figure 1.1.5 - c OLED Lighting Module

Source: Panasonic Idemitsu OLED Lighting (PIOL) OLED lighting module originally from Panasonic Electric Works is shown in Figure 1.1.5-c.

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IMOLA - intelligent OLED lighting

• Driving electronics

Imec and its project partners announce the launch of IMOLA (Intelligent light Management for OLED on foil Applications), a project under the EU's 7th framework program for ICT (FP7). The project's goal is to make large-area OLED-based lighting modules with built-in intelligent light management. These systems will be used in future energy-efficient wall, ceiling and car dome lighting, where the light intensity can be adjusted intelligently, e.g. according to the time of the day or weather conditions. However, before flexible large-area OLED lighting can be commercialized, more R&D is needed to solve some outstanding challenges, mainly concerning the following:

• Power distribution • Integration and miniaturization • Sensors and application intelligence

The IMOLA consortium includes industrial and academic partners that are leaders in their field of expertise. In addition to Imec, the project coordinator, the partners involved in IMOLA are:

• TNO/Holst Centre (Netherlands) • Philips Technologies (Germany) • NXP Semiconductors (Netherlands, Belgium) • Hanita Coatings RCA (Israel) • Henkel Electronic Materials (Belgium) • Centro Ricerche Plast-optica (Italy) • University of Zagreb (Croatia) - Faculty of Electrical Engineering and Computing

(FER - Fakultet elektrotehnike i računarstva, in Croatian) IMOLA's application demonstrators in the areas of car and wall lighting will raise public awareness and acceptance for environmental-friendly OLED lighting. In addition, IMOLA will help create a common OLED infrastructure on a European scale. IMOLA's R&D results will help to give Europe a leading edge in OLED fabrication, especially in the field of high value-added applications, such as automotive lighting.

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Figure 1.1.6 Transparent OLED on Foil (Source: TNO/Holst)

OLED lighting has the potential to lower the energy demands and lessen the

environmental impacts associated with lighting on a global scale. Recent advances in OLED lighting, including phosphorescent OLED technology and materials, now allow OLEDs to meet a variety of niche lighting performance targets and demonstrate the potential for OLEDs to achieve general lighting targets established by the U.S. Department of Energy. In addition, OLED lighting may enable a range of exciting new product concepts with innovative form factors, transparency and flexibility.

According to the company Lumiotec, OLEDs are the next-generation form of lighting with extraordinary features:

• Lightweight • Thin • Surface-emitting • Uniform soft light • Free of ultraviolet rays • Free of harmful substances such as mercury • Help reduce CO2 emissions through energy savings

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1.2 SSL Lamps & Light Fixtures Used in General Lighting

OLED Panels Typically, end-users of OLED panels will actually use a value-added OLED product, complete with the electronics (plugs and wires), driver integrated circuits, and possible structural packaging (metallic/plastic panel frames). Also, even further, these packaged/equipped panels (also known as OLED modules) will typically be available as part of other value-added product, such as lamp-holders/ fixtures. Therefore, it is important to note that this market forecast data only quantifies the OLED Panel and not the complete module, fixtures or other value-added product.

Beyond the “light-bulb” Mentality

• Windows/Skylights

The ElectroniCast market opportunity analysis (MOA) shows the OLED panel market should not be limited to (only) lamps and typical (conventional) lamp fixtures for general lighting (table lamps, wall/ceiling fixtures). ElectroniCast assumes that the OLED panel general-lighting market will grow beyond the “light-bulb” mentality to a broad base of applications, which currently may not even be in the idea-stage. Applications that have been mentioned by industry participants include (but not limited to) OLED incorporated into the following applications; however, to fall under the General Lighting definition and not the architectural lighting definition, the illumination of an area must be the primary purpose of the OLED panel:

• Wall panels or “wall peels” or wallpaper • Mirrors with light function (the mirror itself is an OLED) • Flooring/Steps-stairs (embedded OLEDs) • Furniture (embedded OLEDs) • Other (?) – almost endless possibilities

The following text provides some insights to current and conceptual end-user

OLED general lighting product. One of the attractions pertaining to OLED-based general lighting applications is that this (new) technology could enable unique and “eye-opening” new product (innovation).

For example, LED street lighting by itself is forecast to continue grabbing market

share from existing streetlight products; however, OLEDs could eventually enhance or compliment the LED street lighting, but how? The “how” is the business of product planners; however, one idea from the ElectroniCast staff is to complement the LED lamp at the top of the light pole by incorporating OLEDs into the existing light pole itself. Another idea – instead of hiding light bulbs behind wall/ceiling coving, perhaps the coving itself could be an OLED-based light panel. In other words, the building material itself (the light pole, the coving) doubles as the light (OLED).

Functional and Decorative Light Fixtures Innovative lighting

products continue to be developed, including products that permit the retrofit of existing

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light fixtures with inorganic LEDs. Usually, fixtures for general lighting purposes are classified into two types: functional and decorative

• F—Functional

. Of course, often there maybe redundancy based the fixtures intended purpose decided by of the end-user (or decorator); For example, decorative may also fulfill functional needs for visibility. In any event, there are no established guidelines that clearly define functional and decorative lighting fixtures. Both types use electrical energy to produce light and must meet product safety requirements such as those developed by Underwriters Laboratories (UL).

For functional luminaires, one agreed upon metric—lighting fixture efficacy (the fixture’s light output per input watt or lumens/watt) and its measurement method—have been established. Both U.S. federal government agencies as well as many state governments are now implementing the light fixture efficacy metric to recognize LED functional energy saving benefits; For example, the US Department of Energy (DOE) ENERGY STAR® Program recognizes products that comply with light fixture efficacy (and other) performance specifications.

For LEDs used in decorative luminaires, the metric of lighting efficacy may not

appropriately address the product advantages and market acceptability because of the wide range of appearance and aesthetic factors that characterize decorative lighting applications. The National Electrical Manufacturers Association (NEMA Lighting Division) and the American Lighting Association (ALA) released a document are to: (1) illustrate and clarify the differences between functional and decorative products, and (2) define the metrics needed to evaluate decorative light fixture. General classifications for functional and decorative product, based on product type or grouping, are shown in Figure 1.2.1 (adapted from a similar illustration from the NEMA); note the following legend:

• D—Decorative • B—Both functional and decorative

Note: Figure 1.2.1 show inorganic LEDs used in conventional-type of lighting fixtures; Figure 1.2.2 show OLEDs used for similar solutions.

Figure 1.2.1 Samples of Lighting Fixture Types, using Inorganic LEDs

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Lighting Fixture Style Type

Chandelier B

Source: Amazing Chandeliers Recessed Down Lights F

Source: Shenzhen Micosung Lighting Technology co., Ltd Wall Scones D

Source: Victor lighting Corporation

Figure 1.2.1

Samples of Lighting Fixture Types, using Inorganic LEDs (Continued)

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Surface Mount B

Lighting Fixture Style Type

Source: Garbe Industries, Inc. Hanging Pendants B

Source: Alluminare

Figure 1.2.1 Samples of Lighting Fixture Types, using Inorganic LEDs (Continued)

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Portable (Table and Floor Types) B

Lighting Fixture Style Type

Source: Lumens Lighting Track F

Source: George Kovaks GK

Figure 1.2.1 Samples of Lighting Fixture Types, using Inorganic LEDs (Concluded)

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Lighting Fixture Style Type

Task F

Source: Ergo in Demand, Inc. Accent D

Source: Farallon Restaurant - San Francisco

Figure 1.2.2 Samples of Lighting Fixtures using OLEDs

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Source: Acuity Brands, Inc.

Source: UDC/Armstrong

Figure 1.2.2

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Samples of Lighting Fixtures using OLEDs (Continued) Source: Novaled AG

Figure 1.2.2

Samples of Lighting Fixtures using OLEDs (Continued)

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Source: GE and Konica Minolta: Flexible OLED lighting panels in a table lamp and hanging from fixture

Figure 1.2.2

Samples of Lighting Fixtures using OLEDs (Continued)

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Source: OSRAM Opto Semiconductors GmbH.

Source: Guangzhou Starcolor Optoelectronic Lamp Co., Ltd: OLED Ceiling Light Panel

Figure 1.2.2

Samples of Lighting Fixtures using OLEDs (Continued)

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Source: NEC Lighting Limited

Source: Kaneka Corporation

Figure 1.2.2 Samples of Lighting Fixtures using OLEDs (Continued)

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Source: Lumiotec Co., ltd. (Joint Venture of Mitsubishi Heavy Industries, Ltd. (MHI), Rohm Co., Ltd., Toppan Printing Co., Ltd., Mitsui & Co., Ltd., and others)

Figure 1.2.2 Samples of Lighting Fixtures using OLEDs (Concluded)

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Source: Visionox Company