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Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today.
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One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry.
Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today.
Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.
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The Market Outlook For High Brightness Le Ds In Lighting Applications
1. The Market Outlook for High-
Brightness LEDs in Lighting
Applications
International Workshop on Status, Prospects,
and Strategies for LEDs in General Lighting
May 3-4, 2007
Robert V. Steele
Strategies Unlimited
1
2. Outline
Introduction
HB LED Markets
Lighting
Outlook
2
3. HB LED Market Analysis
Market is worldwide in scope
Main production and consumption are in U.S., Europe,
Japan, Taiwan, S. Korea, China, SE Asia
Market analyzed in terms of packaged devices
(lamps, SMDs, multichip, high-power packages)
Materials include InGaAlP (red-orange-yellow)
and InGaN (blue, blue-green, green, white)
Higher performance, “qualified” devices
Market segmented and sub-segmented by
applications that have similar functionality
3
4. HB LED Application Segments
Other Mobile Appliances
Indicators, small displays
Illumination
amusement, misc. other
HB LED
Market Signs and Displays
Signals
Automotive
4
6. HB LED Market Trends
Market continued its “slow growth” phase in
2006 – similar patterns to 2005
Overall market growth was 6% to $4.2 billion
Heavily influenced by ongoing decline in mobile
phone market
Other applications continued to have attractive
growth rates
Substantial ASP erosion across many product types
6
7. Recent Market History
5,000
6.2%/yr Other
4,000
Market Illumination
Size 3,000
($ Million) Signals
44%/yr
2,000 Automotive
1,000 Signs/Displays
Mobile Appliances
0
2001 2002 2003 2004 2005 2006
7
8. Market Growth Without Mobile
Phones
2,500
2,000 Other
22%/yr Illumination
Market Size 1,500 Signals
($ Million) 1,000 Automotive
Signs/Displays
500
Other Mobile
0
2001 2002 2003 2004 2005 2006
8
9. 2006 Market by Application
Illumination Other
5% 16%
Mobile
Signals
Appliances
2%
48%
Automotive
15%
Signs/ (down from 57%
Displays in 2004)
14%
Total: $4.2 Billion
9
10. 2006 Market by Color
RGB InGaAlP
Multichip ROY
7% 17%
InGaN InGaN
White Blue/Green
48% 28%
Total: $4.2 Billion
10
11. HB LED Units and ASPs
35 0.25
30
29%/yr 0.20
25
Unit 0.15 ASP
20
Shipments -18%/yr
(Billion)
15 0.10 ($)
10 Units
0.05
5 ASP
0 0.00
2004 2005 2006
11
13. Solid-State Lighting Market
The use of HB LEDs for lighting is currently the fastest
growing application
The market is highly fragmented, encompassing many
niche applications
The majority of applications are for colored (R,G,B) light
General illumination applications are starting to emerge
Hundreds of companies worldwide are participating at the
luminaire or fixture level
Strategies Unlimited has identified and described approximately
300 such companies, but there are more
Participants range from start-ups to the world’s largest lighting
companies
13
14. HB LED Lighting Market
The 2006 market for HB LEDs used in lighting
was $205 million
Architectural is the largest
Growing at around 37% per year – the highest of
any HB LED application
Projected to reach ~$1 billion in 2011
Majority of applications use RGB today, but white
will increase to more than 60% of the market by
2011
14
15. Status of SSL Fixture Industry
Many small companies dedicated to SSL; high level
of LED expertise
Many large and medium lighting companies, with
some interest in SSL, offer a few products
Most lack in-house LED expertise
Rely on outside consultants for design, prototyping
Volumes are small and costs are high,
independent of high cost of LEDs
Products in the market are highly variable in
terms of quality
15
16. SSL Market Development
Most product and market development is being carried
out by small, specialized companies
With a few exceptions (e.g., Philips Lighting, Zumtobel)
Generally, large lighting fixture company interest is
modest (but interest is growing)
In-house LED expertise is minimal
European companies moving faster than U.S.
Established lighting companies control the access to large-
volume sales and distribution channels and customers
16
17. SSL Market Drivers
Visual appeal
Saturated colors, nearly point source of light, design flexibility
Long lifetime, robust
Applications with high maintenance costs
Compact form factor
Lack of radiated heat or UV
Low-voltage operation
Energy efficiency
Colors, low wattage applications (e.g., battery and solar-
powered), low-temperature operation
Improving rapidly
17
18. 10 Significant Near-Medium-
Term Applications
Architectural Retail display
Channel letter/contour Entertainment
lighting Safety/security
Consumer portable Outdoor area
(e.g., flashlights) Off-grid (generally solar-
Residential powered)
Machine vision
18
19. Interesting Emerging General
(White) Lighting Applications
Retail Display Residential
Lumination (GELcore) Permlight
Stylmark LED Lighting Fixtures (LLF)
OptoLum Lemnis
MAG-LED Progress
NuaLight Renaissance
i-LeD
Bruck
Color Kinetics
Bartco
Matsushita Electric Works
Philips
19
20. Retail Display Lighting
White LEDs are being used to provide attributes that are
advantageous for certain types of products:
High-end retail (e.g., designer label branded stores)
“High-tech” look; interesting effects; design flexibility
Cosmetics
Lack of radiated heat from source
Jewelry
Sparkling appearance from point light source; compact; low heat;
long life
Refrigerated display cases
More efficient than linear fluorescents at low temperatures; rapid
start-up; long lifetime
20
23. Refrigerated Display Case
Success Story
Wal-Mart adoption of LED refrigerated display case lighting
from GELcore was the SSL “story of the year”
Installing in all new Sam’s Club and SuperStores from Dec.
2006, ~300 per year in U.S.
Part of Wal-Mart’s “green” strategy
Drivers are energy and maintenance savings
Can use occupancy sensors to turn off lighting during low traffic
periods (impossible with fluorescent due to slow start-up)
Other supermarket chains are likely to follow Wal-Mart’s
lead
23
24. Linear Fluorescent vs. White
LED Relative Efficiency
100%
80%
Relative 60% Fluorescent
Efficiency 40% LED
20%
0%
0 10 20 30 40 50 60 70 80 90
Ambient Temperature, Deg. F
24
25. Opportunities for SSL
Offer a unique lighting solution
Create an aesthetically pleasing lighting
environment
Deliver value (on a cost-of-ownership basis)
Provide lighting products adapted to unique
physical environments
Save energy; comply with regulatory
requirements (e.g., Title 24 in California)
25
26. Challenges for SSL
High initial cost
Other alternatives for energy efficiency
Consistency of color/binning issues
Need to provide a complete lighting solution with ease of
installation
Adapt to standard electrical interfaces and controls
Realistic claims of performance
Development of standards
Need widespread base of lighting fixture designers and
engineers who understand LEDs
Need for high-efficiency light engine/fixture design
26
27. Essential Design Principles for
LED Light Engines
1. Don’t waste photons
2. Don’t waste electrons
3. Be cool
27
28. Examples
Efficient Design
Start with 70 lm/W 1-W white LEDs (at 25 °C junction temperature)
Assume: 90% electrical efficiency; 90% optical efficiency; operate at 65 °C
junction temperature
Light engine efficacy = 70 x 0.9 x 0.9 x 0.85 = 48 lm/W
Inefficient Design
Start with 70 lm/W 1-W white LEDs (at 25 °C junction temperature)
Assume: 80% electrical efficiency; 80% optical efficiency; operate at 100 °C
junction temperature
Light engine efficacy = 70 x 0.8 x 0.8 x 0.75 = 34 lm/W
28
30. LED Lighting Market Outlook
Niche lighting applications will continue to grow
General illumination (e.g., white light applications)
will become increasingly important
Presumes continuing improvement in white LED
price/performance
And luminaire performance!
Presumes substantial marketing efforts to penetrate
the conventional lighting market
Penetration will proceed gradually – application by
application
Overall forecast 37% CAGR to ~$1 billion in 2011
30