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Biz Model for OLEDs
 

Biz Model for OLEDs

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My students used ideas from my (Jeff Funk) class on Business Models to describe a Business Model for Samsung's organic light emitting diodes (OLEDs). this business model includes the value proposition ...

My students used ideas from my (Jeff Funk) class on Business Models to describe a Business Model for Samsung's organic light emitting diodes (OLEDs). this business model includes the value proposition for various markets (home and residential lighting along with mobile phone displays), method of value capture, scope of activities and method of strategic control.

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  • 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.
  • http://www.digitalversus.com/duels-battle-of-five-star-products-a966/lg-woled-tv-vs-samsung-oled-tv-ap828.htmlhttp://ces.cnet.com/8301-33379_1-57358177/lgs-55-inch-55em9600-oled-tv-wins-best-of-ces/
  • http://www.digitalversus.com/tv-television/samsung-oled-tv-55-p13168/samsung-announces-55-oled-tv-specs-n24764.htmlhttp://www.lg.com/uk/tvs/lg-55EM960V-oled-tv/technical-specifications

Biz Model for OLEDs Biz Model for OLEDs Presentation Transcript

  • MT5016:Business Models ForHi-Tech Products LED NOVEL LIGHTING & DISPLAY CONCEPTSGroup Members:HT093141R Cindy YongA0081877N Guo WeiA0081902H James TongA0082048H Kian Soon ThonHT093106H Ang Hong Kia, MelvinA0081998H Tyler Huang Tianlu
  • Organic LED – Novel Lighting & Display ConceptsOLED Lighting & Display
  • Organic LED – Novel Lighting & Display ConceptsContent: Introduction Value Proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion Appendix
  • Organic LED – Novel Lighting & Display ConceptsWhat 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 ConceptsCurrent Applications Samsung 55” OLED TV Samsung Galaxy SIII 4.8” HD Super AMOLED Samsung 12.1” OLED laptop
  • Organic LED – Novel Lighting & Display ConceptsTV Display – Value Proposition  Richer (Lifelike) colors  Unparalleled detail in shadows, shapes, and subtle colors  Response time that is 1000 times that of LCD & Plasma TVSamsung 55” ES9500 OLED TV (7.5mm)  Much more fluid and attractive visuals during fast action  Slim form factor  Power efficiency LCD TV
  • Organic LED – Novel Lighting & Display ConceptsValue Proposition: Display
  • Organic LED – Novel Lighting & Display ConceptsThe Leader in OLEDDisplay 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
  • Organic LED – Novel Lighting & Display ConceptsMarket Drivers & Restraints forOLED Market (2011-2017)
  • Organic LED – Novel Lighting & Display ConceptsLighting Evolution
  • Organic LED – Novel Lighting & Display ConceptsSpecs/Lighting Incandescent Fluorescent lamp LED OLEDType LampThickness  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 forFlexibility 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 labEnvironmental Low efficiency  Contains mercury  Most efficient, no Not so efficient, nofriendliness toxic chemical  toxic chemical 
  • Organic LED – Novel Lighting & Display ConceptsThe 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 ConceptsHousehold Lighting Windows can be customized to illuminate.
  • Organic LED – Novel Lighting & Display ConceptsHousehold Lightings – ValueProposition 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 ConceptsRetail Lighting Display Thin glass lighting panel, color can be customized. Flexible light panel
  • Organic LED – Novel Lighting & Display Concepts ClothingFlexible light panel sew on clothing providing brighter luminancecompared to conventional safety clothings
  • Organic LED – Novel Lighting & Display ConceptsMarket 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 ? UnarticulatedCustomer 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
  • 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 ConceptsOLED 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 ConceptsOLED Value Chain
  • 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
  • Organic LED – Novel Lighting & Display ConceptsScope of Activity Revisit Value Chain R&D Base material Manufacture OLED Prod Line Equipment OLED panel manufacturing End Application system (lighting solution integration)
  • Organic LED – Novel Lighting & Display ConceptsProjected Margin  Strengthen or build in-house capability in  high profit margin sections  strategic section like branding and sales
  • Organic LED – Novel Lighting & Display ConceptsScope 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 ConceptsStrategic 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
  • Organic LED – Novel Lighting & Display ConceptsStrategic Control:Technology/Manufacturing/Brand
  • Organic LED – Novel Lighting & Display ConceptsStrategic 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 SMDOwns ~80% of key IP in OLED
  • Organic LED – Novel Lighting & Display ConceptsPossible Collaboration toIncrease Value CaptureLeader in Lighting Leader in Display
  • Organic LED – Novel Lighting & Display ConceptsConclusion 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
  • Organic LED – Novel Lighting & Display ConceptsSAMSUNG Future Life and Style
  • Organic LED – Novel Lighting & Display ConceptsThe End
  • Organic LED – Novel Lighting & Display Concepts Appendix LG vs. Samsung – BackgroundLGs 55-inch OLED TV features a Samsungs ES9500 uses nativeunique spin on the technology red, green, and blue OLEDthat involves a fourth "white" pixels. Theres therefore no needsubpixel. The TV has a white for any filters. Samsung claimspixel layer with a color RGB filter this improves energy efficiencyover the top, and the fourth pixel while LG criticises the systemis left unfiltered. since the blue diode could age more quickly than the others.
  • Organic LED – Novel Lighting & Display Concepts Appendix LG vs. Samsung LG 55EM9600 Samsung KN55ES9500Weight 10kh 3.5kgThickness 4mm 1.6mmScreen Brightness 150 and 600 cd/m²Contrast 150,000:1Response Time 1msPrice Likely £6,000 upwards3D Display Yes YesConnected TV YesWeb Browser YesResolution 1920 x 1080 pixels 1920 x 1080 pixels