Display Search LED 2008

Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved

CMO LED Day Forum

2008年7月23日

LED BLU and Green High Tech Life

姚柏宏姚柏宏 / Luke Yao/ Luke Yao

Research DirectorResearch Director

DisplaySearch/ TaiwanDisplaySearch/ TaiwanEmail: [email protected]: [email protected]

Copyright © 2008 DisplaySearch · All Worldwide Rights Reserved 2

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Thank you!For more information on the analysis and data included in this presentation:

Visit us at www.displaysearch.com Contact Patrick Maki

+1-512-687-1511 or 877-869-6075 (US only)[email protected]

DisplaySearch AnalystLuke Yao - Research Director, Lighting David Hsieh - Vice President, Greater China Market

Referenced and related DisplaySearch research:Quarterly Backlight Lamp and Backlight Unit Report

http://www.displaysearch.com/cps/rde/xchg/displaysearch/hs.xsl/analysts_lyao.asp

http://www.displaysearch.com/cps/rde/xchg/displaysearch/hs.xsl/analysts_dhsieh.asp

http://www.displaysearch.com/cps/rde/xchg/displaysearch/hs.xsl/quarterly_backlight_lamp_and_backlight_unit_report.asp


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Brief Introduction

RetailersEqpt./MaterialsSuppliers

PanelMakers

Brands ConsumersOEMs

= The Most Professional Pipe Worker for Worldwide Display Industry

Luke Yao

=The Professional Analyst of BLU Technology and Market

•Backlight Module •Optical Films •LED Light SourceResearch Field


Agenda

•Benefit and Potential of LED in Notebook Market

•Cost Analysis and LED NB Market Forecast

•Key Factors to Enhance The Penetration of LED NB

•Summary


Agenda




•Summary


Green Life Image

Only one Earth we have and we want her to be …

Relaxing

DynamicForever


Mission of Green Display

Reduce Power ConsumptionReduce Hazardous Material

Improve Recycle Practice

Reduce System Components Use Environmental Friendly Material

Enjoy your life through the Green Display even though you just sit in front of it.

Increase Product Life Time

Improve Efficiency of Components

Make LCD Display more Friendly to Earth…


Opportunity of L/A LED BLUMarket Potential Advantage Challenge Driving Force

• Power Saving

• Light weight

• Thin profile

• Small cost premium

• Intensity

• LGP yield rate

• LED Binning

• LED Package

• Power Saving

• Dynamic BLU control

• Cost

• Reliability

• LED Binning

• Huge LED Amount

• Power Saving • Cost

• Intensity

• Reliability

• Selling PointsLow

High NB PC

LCD TV

Monitor

Source: DisplaySearch Q2’08 Backlight Lamps and Backlight Units Report


Categories of LED BLUs for NBs

High Brightness Model Regular Model

Flat LGP (V-cut Pattern) Wedge LGP (Dot Pattern) Flat LGP (Dot Pattern)

Film Stack Reflector+ LGP+ Turning Film + Top Diffuser

Reflector+ LGP+ Cross Prism Films + Top Diffuser

Reflector+ LGP+ Cross Prism Films + Top Diffuser

Patent Right Mitsubishi Rayon NA NA

BLU Supplier △ ◎ ○

Brightness ◎ ○ △LGP Yield △ ◎ ○Thickness ◎ ○ ◎Cost △ ◎ ○

BLU Structure

Relative Factor of Evaluation: ◎ > ○ > △

Yield rate of LGP decides the penetration rate of LED BLU for NB application.



Agenda




•Summary


L/A LED BLU Forecast

L/A LED BLU Penetration Rate by Application

0%10%20%30%40%50%60%70%80%90%

100%110%

NoteBook LED BLU 1.5% 3.6% 13.5% 38.3% 52.4% 71.7% 91.4% 98.8% 99.4% 100.0%

Monitor LED BLU 0.0% 0.1% 0.2% 0.4% 0.8% 1.3% 2.2% 4.0% 7.4% 12.9%

LCD TV LED BLU 0.3% 0.02% 0.3% 1.8% 4.8% 8.7% 9.4% 10.1% 10.7% 11.2%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015


Q2'08 Forecast (000 units) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015CCFL/EEFL/HCFL Backlight 282,694 392,286 448,965 469,188 493,610 491,605 468,497 468,351 483,190 497,553LED Backlight 1,380 4,250 20,071 69,102 115,428 188,196 278,116 348,769 407,311 474,089FFL Backlight 450 84 0 0 0 0 0 0 0 0All >10" TFT 284,524 396,621 469,036 538,290 609,038 679,801 746,613 817,121 890,501 971,642Q2'08 Forecast (This Time) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015CCFL/EEFL/HCFL Backlight 99% 99% 95.7% 87% 81% 72% 63% 57% 54% 51%LED Backlight 0.5% 1.1% 4.3% 12.8% 19.0% 27.7% 37.3% 42.7% 45.7% 48.8%FFL Backlight 0.2% 0.02% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%All >10" TFT 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%Q1'08 Forecast (Last Time) 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015CCFL/EEFL/HCFL Backlight 99% 99% 96.3% 90% 83% 75% 66% 62% 59% 55%LED Backlight 0.5% 1.0% 3.7% 9.9% 17.0% 25.4% 34.0% 38.3% 41.0% 44.6%FFL Backlight 0.2% 0.02% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%All >10" TFT 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%


Penetration of LED BLU for NB PC

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

000

units

-10%

10%

30%

50%

70%

90%

110%

LED BLU (NB) 1,170 4,081 19,349 65,753 106,018 169,484 254,734 317,919 363,629 410,118

NB Total 79,772 113,452 142,895 171,718 202,487 236,272 278,715 321,855 365,657 410,118

Penetration Rate 1.5% 3.6% 13.5% 38.3% 52.4% 71.7% 91.4% 98.8% 99.4% 100.0%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Apple HP Dell Sony Fujitsu Toshiba ASUS LenovoPanel Maker i.CMO,AUO ii.SEC CMO,AUO CMO TMD TMD TMD TMD TMDBLU Maker Kenmos/ Nano-Op Kenmos Kenmos Matsushita Stanley Stanley Stanley StanleyLED Maker TG(i), Nichia(ii) TG/Nichia TG/Nichia Nichia TG Nichia Nichia Nichia Size 13.3", 15.4", 17" 12.1" 13.3" 11.1", 13.3" 8.9", 12.1"14.1" 12.1",13.3" 11.1",12.1",13.3" 13.3"Model Name MacBook Pro & Air 2710P XPS M1330 TX, SZ P8010,P1620,S6510 R500, M700 U1,U3,U6 X300


LED NB Market Forecast by Size

2009

<14” ≧14”

20152007Leading size of

LED NB

NB size smaller than 14” will dominate the demand of LED models corresponding to business customers with high mobility before 2009 and 14”+ ones will take over the primary market share of LED NB, especially 15.4” and 15.6” ones, to accelerate the penetration of LED BLU in NB market after 2009.

-10%

10%

30%

50%

70%

90%

110%

≧ 14" 0.1% 6.5% 28.3% 41.1% 59.9% 76.3% 81.9% 83.6% 82.6%

<14" 3.5% 7.1% 9.9% 11.2% 11.8% 15.1% 16.8% 15.9% 17.4%

2007 2008 2009 2010 2011 2012 2013 2014 2015


Cost Structure of 13.3” &“15.4”W LED BLU

LED module26%

Reflective sheet5%

TurningFilm/2XBEF

9%

Diffusion sheet5%

Light SourceAssembly

7%

Lightguide plate36%

Bezel & Frame6%

Others MaterialsSubtotal

1%

Overhead,SG&A,Package

5%

High-end Model

Mainstream Model

13.3” NB

15.4” NB Normal Glass: 0.5mm

Extra-polishing Glass: 0.35mm

Flat LGP (Dots): 0.9mm

Flat LGP (Slim V-cut): 0.7mm

15.4" Flat Dot LGP

Bezel & Frame8%

Others MaterialsSubtotal

6%Overhead,SG&A,

Package11%

Diffusion sheet6%

TurningFilm/2XBEF

11%

Reflective sheet2%

Lightguide plate10%

Light SourceAssembly

12%

LED module34%

Side-view LED

13.3” Slim V-cut LGP

Side-view LED


Cost Premium: CCFL vs. LED BLU

US$Technology 13.3" 15.4" 22" 42"CCFL $10.6 $11.3 $18.4 $133.0LED $23.8 $16.0 $40.0 $389.0premium 124.5% 41.6% 117.4% 192.5%PS: 13.3" LED LGP: Slim V-cut; 15.4" LED LGP: Dots LGP

= side-view LED = Top-view LED

$0$50

$100$150$200$250$300$350$400US$

13.3" 15.4" 22" 40"

CCFLLED48 LEDs 60 LEDs

210 LEDs

960 LEDs



Agenda




•Summary


Flat Slim V-cut LGP= 0.6-0.9mm

Normal Wedge LGP=0.6&1.2mm

Flat Dots LGP=0.8-0.9mm

Injection yield rate

Assembly Handling

LGP Injection

Optical performanceCurtain Moiré

Not uniform

LED Supply

Side-view or top-view

Intensity= 1800mcd-2200mcd

LED suppliers pool

Patent Issue of Phosphor

LED Light bar

LED Number Reduction

Thermal Solution

Issues of LED BLU for NB (Slim or Normal)

LED Inside

Still Chasing Slim Form Factor as Target?


Power Saving of LED BLU for NB

0

1

2

3

4

5

6

12.1" 13.3" 14.1" 15.4"

Pow

er (w

)

CCFLLED@20mA

35%37%

44% 41%

【Safety】Relative low start up voltage to ensure operation safety

【Power Saving】The relationship between LED intensity and driving current is linearLower current is operated to perform the same brightness level than CCFL modelPower saving of 30-50% of CCFL power consumption 輝度電圧

輝度 LED

CCFL

Current

BrightnessCurrent vs. Brightness

Advantage


What will be thinner than this?

Ultimate thinner profile performance of LED BLU--- An Envelope-packed PC

WOW !!

CCFL BLULED Panel= Slim glass+ LED BLU

Thickness 50%

http://www.youtube.com/watch?v=GBCfW9-hjKI&eurl=http://briian.com/?p=5113


Trend of Design Concept

Current Next Phase

Flat LGP

Optical FilmsLED

LGP: V-cut type

LGP: V-cut type

LGP: Dots & Wedge type

LGP: Dots type

•Replace CCDFL Model

•Lowest Cost Solution

•Thinnest & High-end BLU

•Highest Cost Solution

Thinner & easier-made BLU

•High Brightness

•Low Yield rate

•Tough optical design

•Patent Constrain

Speed up LED BLU penetration

Slow down LED BLU penetration

Speed up LED BLU penetration

Flat LGP

Optical FilmsLED

Flat LGP

Optical FilmsLED

Wedge LGPW-LED

Optical Films

High-end

Mainstream

Mainstream


Agenda




•Summary


Summary (I)

LED BLU InsideLED BLU Application NB MNT LCD TVEvalution Factors

LED Amount 3 2 1Power Saving 3 2 1Color Gamut 1 1 3Motion Blurless 2 2 3High Contrast 1 1 3Light Weight 3 1 1Thin Profile 3 1 1Cost Gap 3 2 1Productivity 3 2 1Attraction 3 1 2Total Score 25 15 173: Excellent 2: Good 1: Fair

Give your score card for the market penetration of LED BLU by application

http://images.google.com.tw/imgres?imgurl=http://pic.nipic.com/2007-08-03/200783163447503_2.jpg&imgrefurl=http://www.nipic.com/show/3/19/b7a317f02d7c3d37.html&h=927&w=924&sz=450&hl=zh-TW&start=2&um=1&tbnid=viCebX-n-KumQM:&tbnh=147&tbnw=147&prev=/images%3Fq%3D%25E7%259A%2587%25E5%2586%25A0%26um%3D1%26complete%3D1%26hl%3Dzh-TW


Summary (II)

Low PollutionLow CO2

Work Hard For the “Green” Planet

Low Temperature

3 “L”

More GreenMore Safety More Fun

3 ”M”

Business

Display Search LED 2008