Osram executives analyze global LED lighting industry hotspots

President and CEO of OSRAM Optical Semiconductors Asia Ltd.: Alfred Felder

Five thousand years of Chinese civilization slowly flowed on the huge scrolls, and the crystal-clear five-ring shape slowly rose to the opening ceremony of the Beijing Olympic Games on August 8, 2008. The use of a large number of LEDs created a magnificent and beautiful visual feast. The audience was amazed. But the charm of LED is far more than the high-intensity headlights that the world's top cars are eagerly awaiting, the energy-saving lighting that flies into the homes of ordinary people, and the mobile phone that incorporates miniature LED projection equipment. Alfred Felder, President and CEO of OSRAMOpto Asia Ltd. Recently, I received an exclusive interview with this magazine to make a wonderful evaluation on the application hotspots and future trends of the LED industry.

According to our survey, the annual global lampholder shipments are about 50 billion, and there are 1 billion mobile phones, 100 million flat-panel TVs, and 100 million laptops, all of which are potential markets for LEDs, Felder said. The Asian region that I am responsible for has an annual demand of about 4 billion euros, and the growth momentum is very fast. Among them, the consumer electronics market with mobile phone keypad backlight and display backlight has the largest market share.

OSRAM Optical Semiconductor is one of the world's three largest lighting giants. Osram's subsidiary is engaged in semiconductor lighting. Headquartered in Regensburg, Germany, its main business includes lighting, backlights and sensors. The product line covers a wide range of signal display types. Power LED to lighting high power LED. In 2007, OSRAM's global sales were approximately 5 billion Euros, and its optical semiconductor sales were 700 million Euros, accounting for 14% of total sales.

The world's top cars favor LED headlights

According to market research firm IMSResearch, OSRAM Optical Semiconductor is the world's largest supplier of automotive LEDs. In 2007, it accounted for 23% of the light automotive LED market, followed by Lumileds and Nichia, with a share of around 16%. .

Felder pointed out that the annual sales of LEDs for in-vehicle applications worldwide are about 500 million to 600 million euros. In cars, such as car dashboards, in-car radios, and switches, 100% of LEDs are used, and this trend is taking place from inside the car. The application accelerates penetration into the exterior of the vehicle. LEDs are rapidly consuming the market share of conventional lighting in the automotive taillights and even the headlamp market, such as daytime driving lighting (DRL), which has become popular in Europe.

At present, xenon lamps are still widely used in car headlights, but they consume a lot of power and take up a lot of space, so some top car manufacturers are turning to LEDs such as Toyota, Audi and GM in their parts. OSRAM's LED headlight modules are used in high-end cars, and Toyota has made it clear that it will eliminate incandescent bulbs in 2015.

Lumileds and Nichia are undoubtedly the biggest competitors of OSRAM Optical Semiconductor. For example, Audi also uses Lumileds products. At the same time, due to the low profit of the consumer electronics market, the automotive electronics market is growing very stable. Many Taiwan LED suppliers such as billions Optoelectronics and so on have also begun to enter the city and often face competition. Felder seems confident: we are not worried about the existence of competitors, because the car market is huge, not a supplier can swallow the whole, for example, Audi uses Lumileds products. And we also infiltrated into the Cadillac site that Lumileds has dominated. And Osram's product line is wider than others, we have always maintained a leading position in technology, and therefore have always been in a favorable competitive position.






LED general lighting: flying into the homes of ordinary people

22% of US electricity consumption is due to general lighting. In China, this figure is 12%. It is the third largest power consumption source after air conditioners and office equipment. Compared with traditional lighting, LED solid-state lighting has obvious energy-saving advantages. The power consumption is only 25% of the ordinary light source, and the service life is 10 times that of the traditional light source. With the advancement of technology, these advantages are still expanding. And LED does not generate heat, there is no fire safety hazard in the domestic use environment. All of the above factors have contributed to the development of LED general lighting.

The biggest reason for hindering the popularity of LEDs in the general lighting market is the high cost. Felder believes that although the price of a single LED is more expensive than energy-saving lamps and incandescent lamps, LEDs still have advantages if combined with factors such as service life and power consumption. He stressed: We have successfully launched a product with a luminous efficiency of 110 lm/W two months ago, and can produce 150 lm/W products in the next two months. The next step will be 200~220 lumens/ Tile products. As the luminous efficiency continues to increase, the overall cost advantage of LEDs will become more apparent.

At the same time, Felder said: Since our customers have not only made in China, but more and more moved their product research and development department to China, OSRAM Optical Semiconductor has also followed them into China, bringing German design strength I have arrived in China. At present, the company's Asian headquarters is located in Hong Kong, and has branches in Shanghai and Shenzhen. In addition, they have built their first fab in Asia in Malaysia and are expected to be ready to use in six months.

LED-assisted projection phone for easy presentation

OSRAM Opto Semiconductors recently introduced an OSTARProjectionSMTLED with a compact size and high luminous efficiency that can be integrated into the ultra-micro projection device of the mobile phone, turning the phone into a projector. Felder said: In the future, there will be more mobile phones incorporating micro-projection devices. In addition to the single-projection mobile phone concept we see now, there will be more practical dual-projection mobile phones.

According to him, the future smart phone may have a projection device built in the upper and lower ends, the upper device is used to project the image on the screen of the mobile phone on the wall or the screen, and the lower device can project the inductive computer on the desktop. The keyboard, in this way, consumers can not only break through the size limit of the mobile phone screen, enjoy high-quality video viewing experience, but also get rid of the BlackBerry's crowded keyboard, easily write mail or browse the web, and leave the notebook without relying on third-party media mediation. computer.

High-brightness LED projection is a big challenge for mobile phone power consumption. As we all know, power supply problems have always been a bottleneck for the development of portable devices. However, Felder doesn't think this is a problem. He explained that the projector phone can last for 2 hours to keep working after leaving the external power supply. But more importantly, although this product belongs to the category of mobile devices, more consumers in the time. In fact, it uses functions such as projection indoors, so it can be easily powered by an external power supply. Therefore, power consumption is not the biggest challenge facing the commercialization of projection phones. The bigger challenge comes from the cost, energy consumption, luminous efficiency and heat dissipation of LED products.

LED projection equipment is our high-end product, although it is not enough to really commercialize mobile phones, but this is a very meaningful development direction, and companies such as Microsoft are paying close attention to this application, Felder said.

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