Scott Birnbaum Vice President Samsung Semiconductor, Inc ... · Samsung Semiconductor, Inc. LCD...
Transcript of Scott Birnbaum Vice President Samsung Semiconductor, Inc ... · Samsung Semiconductor, Inc. LCD...
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Scott Birnbaum Vice PresidentSamsung Semiconductor, Inc.LCD Group
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Green LCD Takes Off
in a Whirlwind of VIDification
Scott BirnbaumVice President, LCD Group
Samsung Device Solutions BusinessAugust 25, 2009
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AGENDA» VIDification
» Enabling Technologies» New PenTile Technology » New Panel Structures» New Backlighting Structures
» Experience More – Use Less» Display Technology Enhancing:
Communication, Advertising, Construction, Vending and More
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VIDificationExtending the movie experience, everywhere
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Where Do Consumers Get Video Content?
““1 million Xbox members use 1 million Xbox members use movie servicemovie service””
““..watched 1.5 billion minutes ..watched 1.5 billion minutes of movies and TV through its of movies and TV through its Watch Instantly video serviceWatch Instantly video service””
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Smart Phone Monitor Notebook
VIDification Trend AcceleratesWide Aspect Ratio 16:9Higher Resolution 1080pContent Online, Real-Time, PersonalScreen Size Wider and Bigger
Green Needed Now More Than EverGreen Needed Now More Than Ever
132% 132% CAGRCAGR
Source: Gartner Q209
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GREEN Enabler: PenTile
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Mobile Megatrend: More Content, Richer Experience
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PenTile Technologies
LCD PenTile
OLED PenTile Matrix™
Conventional RGB
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LCD PenTile RGBWLCD PenTile RGBW
How It Works Benefits
RedGreenBlue
2x2 pixels
PenTile RGBWPenTile RGBWTMTM
Conventional Conventional RGBRGB High Resolution
Better Light Efficiency Up to 2X
Simple Panel Structure
WhiteWhite is the Newis the New GreenGreen
RGB White
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»OLEDs only consume power for active pixels»OLED lifetime tied to current density
• excessive current density shorter lifetime»PenTile can increase the fill factor ratio by
eliminating subpixels• reducing current density • dramatically increasing lifetime
For high resolution OLED applications
RGB Stripe Conventional
4 pixels 4 pixels (33% fewer subpixels)
PenTile Matrix™
OLED PenTile Matrix™
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GREEN Enabler: Panel Structure
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New Panel Structures
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GREEN Enabler: Backlight Structure
SlimSlim
Edge type BLUEdge type BLU
Green Green
Low Power Low Power
Fewer lamps & Fewer lamps & WLEDWLED
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Non Dimming4.07W (100%)
1-D Dimming2.17W (53.3%)
You!!
5W5W 3.5~4W3.5~4W 2~3W2~3W
1D Local Dimming
Power Savings with LEDPower Savings with LED
LED ‘07 ‘08 ‘09 ‘10
2% 16% 52% 81%
CAGR (’07~’10) : 5037%
Source : DisplaySearch (2Q.’09)※10” included
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Green: Slim & Low Power CCFLSlim & Low Power CCFLLamp ReductionLamp Reduction BenefitsBenefits
W-LED
Energy SavingEnergy Saving
24 W
16 W
2 CCFL4 CCFL6 CCFL(U-Type)
2 CCFL4 CCFL6 CCFL(U-Type)
65W
41 W25W
System Inverter Design SlimSystem Inverter Design Slim
36 mm
36 mm
18 mm
18 mm
Direct 6U Lamp
Edge 4 Lamp
Edge 2 Lamp
10 mm
10 mm @ 20HD+
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Increasing Panel Transmittance + Lowering Lamp Power + Enhancing Optical SheetsIncreasing Panel Transmittance + Lowering Lamp Power + Enhancing Optical Sheets
52” FHD120Hz
52” FHD120Hz
20082008 20092009 20102010
Low PowerNormal
Technologies for low power 2009 Products for Low Power - High Transmittance Panel - Less CCFLs Lamp - New Diffusion Plate - New Optical Sheet
Conventional
PrismPrism
Diffuser
New design
New SheetPrism
Diffuser
Patterned Diffusion Plate
30mm 45mm
Size Eco Model Normal Model
26”H 45W 60W
32”H 55W 85W
40”F 110W 180W
46”F 130W 210W
52”F 160W 220W
* Including Tcon board Driving power.
237W200W 220W
160W 160W <100W
Low Power
Normal
Low PowerNormal
Greener TVsGreener TVs
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Greener Greener TVs TVs –– CCFL Active DimmingCCFL Active Dimming
CCFL Active DimmingGlobal Dimming
0102030405060708090100
1 2 3 4 5 6 7 8
81% (19%▼ )0102030405060708090100
1 2 3 4 5 6 7 8
59% (41%▼ )
[ Backlight ] [ Panel ] [ Final Image]
CCFL Block Driving Pixel data Compensation Less Power Consumptionwithout Image Quality Loss
+ =
Dynamic CCFL Luminance Control
Lower Power Consumption Reduction
• Block-based Luminance Control • Power Saving ( Ave. >25% ▼ )
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GreenerGreener TVs TVs Adaptive Luminance and Power ControlAdaptive Luminance and Power Control
(a) Bright Bulb in the Dark Background= Peak Luminance
(b) Bright Scene = Soft Image
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GREEN Enabler: Experience More – Use Less
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3D between Hong Kong and London
LCD Displays: a New RealismLCD Displays: a New Realism
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Greening of Global BusinessGreening of Global Business
Samsung Samsung Magic Window EnabledMagic Window Enabled82” Samsung DID
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Samsung Samsung Magic Window EnabledMagic Window Enabled40” Samsung DID
Social Networking TransformationSocial Networking TransformationSocial Networking Transformation
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Interior TransformationInterior Transformation
Samsung Samsung Magic Window EnabledMagic Window Enabled46” Samsung SNB DID
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Vending TransformationVending Transformation
Samsung Samsung Magic Window EnabledMagic Window Enabled46” Samsung DID
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Driving Waves of Green
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JFK Terminal 9
Written up as“Best implementation of digital signage to date”
Samsung LCD Magic Windows:Samsung LCD Magic Windows:The Ultimate The Ultimate VIDifierVIDifier
Samsung Samsung Magic Window EnabledMagic Window EnabledForty 70” Synchronized Samsung DID Screens
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THETHE GREENGREEN MAGIC MAGIC
WINDOWWINDOW
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Green LCD Takes Off in a Whirlwind of VIDification