led presentation updated
TRANSCRIPT
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Silicone Solutions for LEDOpportunities for Channel Partners
June 5-6, 2007
Distributor EventBelgium
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Questions to be answered :
- How Dow Corning sees this market?
- What is Dow Corning strategy for LED market?
- How does Dow Corning estimate this market (growth, volumeetc.) ?
- How Distributor fits into LED market ?
- What are the typical applications for Dow Corning products inthe LED market covered by the electronics distribution?
- What products are recommended from Dow Corning withinthis applications?
- Some of the success stories of Dow Corning in LED market- What Next?
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How Dow Corning sees this market?
What is Dow Corning strategy for LED market?
How does Dow Corning estimatethis market (growth, volume etc.) ?
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LED - DefinitionSolid-state light sources based on compoundsemiconductor materials, generating Light with well-defined wavelength
LED Materials Market & Scope
LED Position in E&AT Ind.
High priority external market with double digit growth potential.Silicone technology is differentiating. E&AT needs to establishleadership position now to benefit from future expected growth
LED Market ScopesMajor Markets
LightManagement
EPA
Thermal
SFM
New Venture /BTI
Applications
Mobile Appliance
Outdoor Signage
LCD Backlighting
Automotive Lighting
General Illumination
DC Product Lines
Encapsulants
Gel, Resin
Die-attach, Adhesive
Optical Elastomer
Thermally conductivematerial
Chip Fabrication
Customers
LED Chip/ PackagingMakers
LED Assemblers &OEMs
Optical partsfabricators & Molders
Equipment Vendors
Ind. Association /Government
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Dow Corning Strategic Direction
Position Dow Corning as leader in LEDs solutionAchieving 45+% Global Market Share by 2011
Completing integration from LED Packaging to LED Assembly
Delivering new market/opportunities for growth
Enhancing focused LED promotional activities
Enhancing Channels capability for assembly business through trainingand selling tools
Message to Customers: Dow Corning is the answer to your LEDs needs from high performance
optical materials, potting and thermal management solutions to a highlyintegrated molding equipment and application process capability
complemented with the global research and development experts.
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Market Segments and Growth
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
$MM
2001 2003 2005 2007 2009
Year * No break down before 2003
rest of cell
Signals
Electronics Equip'
Illumination
Display/Signs
Automotive
Cell Phone
Total market size: 9000 MM$ in 2010
Av. Growth rate: 20% per year (for next 5 years)*
Largest segments: Display/signs, Cell Phone, Illumination*based on Prismark data
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How Distributor fits into LED market ?
Lets take a look on LED VALUE CHAIN
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LED Value Chain
Dow Corning material is present at every step of the valuechain!
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
Dow CorningDirect
customers
CPs
customers
LED
packaging
LEDassembly
Dow Corningtraditionally Directcustomers for Car
Lighting
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LED Chip Manufacturers
Market: Only a few companies
Main players in Europe:
Osram Optosemiconductors
Philips Lighting (Lumileds)
Strategy:
Chip manufactures supported
as direct customers
What:Specialized Micro-electronicgrade optical materials (gels,elastomers, resins)
Customer type:DIRECT for DOW CORNING
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
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LED + PCB Integrators Market:
Sub-divisions from large Lighting/Autocompanies OR
PCB assembly companies or EMSI (Jabil,Solectron), acting as sub-contractors OR
LED circuit design & assembly companies
Dual Strategy:
Supported direct or through Cannel
Partners What:
Optical materials for globtopping (and lensovermolding)
Thermally conductive materials
Conformal Coating
Customer type:
DIRECT for DOW CORNING (auto lighting)
Served via CP
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
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LED Module Manufacturers
Market:Many small/medium/large companiesFrom small independent brand towell established brands (Philips,Osram, Zumtobel,Barco, Odeco)
Strategy:Channel PartnersExcept Philips Lighting (direct)
What:All of the ElectronicsProtection&Assembly productportfolio, especially transparentencapsulants and adhesivesAll of the Electronics ThermalManagement product portfolio
(Optical materials for optics molding) Customer type:
Served via CP
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
LED Chipmanufacturers
LED Modulemanufacturers
End customer
LED + PCBintegrators
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Lets summarize our business
Segment LED packaging LED assembly
Description produce LED chips and dopackaging of these chips
use LEDs in components and end-products
# of players Limited globally Very broad range/fragmented
Players Cree, Osram, Lumileds, Seoul-Semicon, Stanley Electric, andNichia etc.
Different in every country
/geo area
Material need Advanced technology & material withspecific performance
Well-known, reliable material
Support need Indepth professional level of tech.support
Logistic, some level of technical support
DC product range JCR-xxxx, OE-xxx, EG-xxxx, SR-xxxx
Encapsulants , Gels, Resin, Die-attach,Adhesive , Thermally conductivematerial, Conformal Coatings
Price indication High price (>200 Euro/kg) Low price
Price sensitivity Low High
DC route to market DIRECT CPs
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To summarize in 2006:
- Today CPs bring to Dow Corning68% of all LED business globally53% in Asia (vs. 27% in 2002)99% in Americas76% in Europe
- CPs have biggest business inPROTECTION & ASSEMBLY SEGMENT (64%)Light Management (36%, mainly Asia)
- CPs generated in 200675% of LED related leads
- Geographic split of LED market
Asia (China, Korea, Japan) 66%America 34%Europe < 0.3%
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What are the typical applications forDow Corning products
in the LED market covered by
the electronics distribution?
Some of the REAL success storiesof Dow Corning in LED market ?
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LED assembly: what is my playground?
Indicator Systems Illumination Systems
For displays and instruments:
For automobiles:
For illumination:
Indicators, switches,keypads, etc. LED displays, signals,
signboardsTraffic lights,Guiding lights
LCD backlight
Mobile devices(light sources
lighting effects)
Projector light sources
Automobile exterior(rear lamps, turning
Signals)Automobile exterior
(headlamps, fogLamps)Automobile interior
(cabin lights)
Lighting (indirect), illumination (lighting for special effects)
Lighting (direct)
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LED assembly: what is my playground?For displays and instruments:
For automobiles:
For illumination:
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Success: Application Wins
What are the applications that we can win?
Customer: European Distribution CustomerNeed to Encapsulate the PCB/Electronics that drive the LED in EmergencyLED lighting in hazardous areas
Product: Dow Corning Silastic 145
Customer: European Distribution CustomerNeed to have Exterior LED Display potting
Product: Dow Corning SE9187L (Black)
Customer: European Distribution CustomerNed to have transparent potting for general lighting
Product : Dow Corning Sylgard 184
Customer: European Distribution CustomerTransfer heat from a band of low power LEDs to the heatsink for arcademachines
Product: Dow Corning TP-1500 Thermal Pads
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Success: Application Wins
What are the applications that we can win?
Customer: European Distribution CustomerLarge outdoor video display panels used in stadiums, exhibitions etc... Highintensity LEDs (Blue, green and red) are used as base pixels for live video
displays.
Protection of LED assembly from outside environment
Product: Dow Corning 3-4207 tough gel (pigmented black) for Led
encapsulation & Dow Corning 744 sealant for back panel assembly
Customer: European Distribution CustomerLED Traffic light
to protect the assembly of LEDs and circuit board against humidity and
environmental ingress
Product: Dow Corning 3-4207 tough gelwith Black pigment (selectedbecause of good adhesion and fast room temperature cure).
Other products that could be considered: Dow Corning SE 1816 CV or DowCorning SE 1817 CV
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Why Silicone?
What products are recommended from
Dow Corning within LED applications?
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Why using Silicones (1)
Features BenefitsExcellent OpticalProperties (high lighttransmittance)
Well-suited for IR, visible, or UVwavelength applications
Excellent optical stabilityacross broad wavelength
Resistant to yellowing at bluewavelengths and high flux white light
Excellent thermal stability
( -40C to >260C)
Enables packages to pass commonindustry reliability and lead-free reflowtemperatures
Variable Modulus(typically less than 1Mpa)
Design flexibility to absorb stress withinthe package
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Why using Silicones (2)
Features Benefits
Excellent adhesion to avariety of substrates
Improved device reliability because ofdelamination resistance
Low moisture uptake Packages can be designed toconform to industry reliability
standards
Dispensed or molded by avariety of techniques
Efficient automated assemblyprocess
Wide range of viscosities
available
Reliable dispense and molding
processesLow ionic contamination
(typically less than
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Success: What materials to win?Product Function
SE 1740 Protection & Assembly
160 SILICONE ELASTOMER Protection & Assembly
170 FAST CURE Protection & Assembly182 SILICONE KIT Protection & Assembly
184 SILICONE ELASTOMER KIT Protection & Assembly
186 ELASTOMER KIT Protection & Assembly
255 PRIMERLESS KIT Protection & Assembly
3-4207 DIELECTRIC TOUGH GEL KIT Protection & Assembly
567 PRIMERLESS ENCAPSULANT KIT Protection & Assembly
SE 9217 / SE 9189 / SE 9187 Protection & Assembly
SYLGARD 164 Protection & Assembly
SYLGARD 170 ELASTOMER Protection & Assembly
Conformal Coatings Protection & Assembly
Thermal Management Materials Thermal Management
JCR-xxxx, OE-xxx, EG-xxxx, SR-xxxx protection, light extraction, optical partsfabrications
TOP :
How deep do YOU know these materials ???
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What Next?
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Goals: LED evolution
Phase 1: Q2, 2007
CPs presentation on Distributor Event, June , 2007 Irina/Eric
Request for Application Stories Irina/IS
Collect CPs feedback Irina/IS
Phase 2: Q4, 2007
Sample Tool Kit Mkting/AETS
Distributing Application Stories Mkting
Customer Sales Presentation Mkting
LED sell brochure (format to be clarified) Mkting/Marcom
(do not forget Lab Session and rap-up discussion tomorrow.)
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MUTUAL Action Plan
Distributors identify LED assembly opportunities in theirregion (expect large amount of players) and introduceDow Corning product line. Conduct opportunity analysis.
Dow Corning technical support via normal routes
Dow Corning pricing via normal routes
Dow Corning Marketing support - > Irina
Distributors report back on market insights and TGOs
(comprehensive opportunity analysis overview) in this fieldin report form by year end.
Distributor communicate to Dow Corning Marketing its
needs/ideas/views on LED promotion/advertising and helpDow Corning to create marketing instruments to supportLED market development
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THANK YOU VERY MUCH!!!!
QUESTIONS?????
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QUESTIONS TO THINK ABOUT:
- How I see the selling tools that will help me to increasesales in LED segment?
- Do I need printed materials to promote LED materials ?
- What should be included in printed materials?
- What kind of support I need from Dow Corning as a nextstep?
- Do I want to get regular success stories on LED and am Iready to share my stories?
THANKS !!!!