LED Presentation Updated

8/3/2019 LED Presentation Updated

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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



End customer




End customer



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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



End customer




End customer



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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



End customer




End customer



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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 !!!!

LED Presentation Updated

Documents

Transcript of LED Presentation Updated