technology LED
An excellent example is the mobile phone.How many owners of this widely used instrument know that there is a modulation-doped mobility-enhanced GaAs transistor inside that exploits quantum mechanics to reduce noise and power consumption? (answer: fewer than one in one million).The features that have assured the success of mobile phones are performance,appearance, ease of use, acquisition cost, reliability, etc
emission and performance over lifetime. Such standards would give a boost to sales on one hand, and prevent the market space from contamination by cheap, underperforming imitations.
Marketing HB LEDs
An important principle to retain is that practically no one is willing to pay more for a product just because it exploits new or exotic technology. Few people understand or care that some of the world’s most skilled scientists and engineers have toiled for years to develop technology into a product.
An excellent example is the mobile phone. How many owners of this widely used instrument know that there is a modulation-doped mobility-enhanced GaAs transistor inside that exploits quantum mechanics to reduce noise and power consumption? (answer: fewer than one in one million). The features that have assured the success of mobile phones are performance, appearance, ease of use, acquisition cost, reliability, etc. Technology is not on the list. The same is true for the adoption of HB-LEDs in general lighting.
Appearance
In the case of general lighting, there are two ways to present any light source. Either it is incorporated in a luminaire, or it is sold as a replacement bulb. The appearance factor of these two presentations is radically different. Lighting fixtures with attractive appearance are sold for hundreds of euros. On the other hand, the appearance factor of a GLS lightbulb is nearly zero, although there is a familiarity feature, as it is about 100 years old. Cost of acquisition can be traded off in exchange for appearance, as Apple has demonstrated with the i-Phone. HB-LED lamps, with a high acquisition cost, can be successfully marketed as part of an expensive luminaire. Examples of expensive luminaires are automobiles, LED-LCD television, building illumination, etc. As detailed below, these are exactly the areas where HB-LED lighting has strong market penetration.
HB-LED Marketing successes
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www.compoundsemiconductor.net April/May 2010
This short list is not exhaustive, and illustrates how the HB-LED can be used successfully as a permanent, non- replaceable lighting system in a luminaire that will be discarded and replaced periodically for other reasons. Periodic replacement helps to ensure a continuing market for LED lighting. The HB-LED is chosen because of its performance in the application. The LEDs represent a small part of the cost of the luminaire.
Automotive lighting
HB-LEDs combine high-brightness, low-power consumption, long lifetime, attractive full-colour design capability. A challenge: reach optical power of 1000 lumens from a single chip.
LED Backlighting of LCD displays
This is the fastest-growing market segment for HB LEDs, LED backlight panels come in two different designs: edge-illumination and area illumination. Coloured RGB LEDs are used along with white LEDs. 2-d area illumination enables enhanced contrast and lower power consumption.The volume leading application is backlighting of LCD screens for PCs. This market will saturate around 2012 when all PC screens will be LED backlit. The volumes for television displays will continue to grow through 2015 when this market is expected also to saturate. Samsung is the leading adopter and investor fo this application.
Surgical Lighting
LED lamps are a lighting source for surgical theatres that does not “cook” the organs under operation. A challenge: marketing needs to assure that LEDs lamp design can produce the same colour temperature and colour rendering from lamp to lamp and from theatre to theatre and over time. Consistent colour balance and rendition are key to the surgeon’s identification of diseased/damaged tissue.
Architectural and Outdoor Lighting
LEDs projection lighting opens up a new dimension in architecture. There are increasing examples of lighting that defines new facades, effectively replacing architecture. No other source combines luminance and access to the full colour palette. Outdoor street lighting
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