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OSRAM Specialty Lighting

Light InsideTreviso, May 2009

Light Inside Treviso | May 2009 | Page 1SP W

OSRAM - Part of the Industry Sector of Siemens

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Drive TechnologiesIndustry AutomationBuilding TechnologiesMobilityLighting (OSRAM)Industry Solutions

Divisions

Siemens is a global powerhouse in electronics and electricalengineering, operating in the industry, energy and healthcare sectors.

Industry


OSRAM Products

LED Systems (LS)Customized LED-based lighting solutions, e.g. LED modules for general lighting, automotive and display/optic applications.

OptoSemiconductors

(OS)• LED components• OLED• High-power laser diodes• Infrared components

Display / Optic(DO)Light sources for display applications, halogen and discharge lamps for film and television, effect and airport lighting, medicine and microscopy

AutomotiveLighting (AM)• Headlamps• Auxiliary automotive

lamps• Headlight systems

(North America only)

ConsumerLighting

(CL)• Standard incandescent

lamps• Halogen lamps• Compact Fluorescent

lamps (CFLi)• LED Retrofit

Low PressureDischarge (LPD)• Compact Fluorescent

lamps (CFLpin)• Fluorescent lamps

High PressureDischarge (HPD)• High-intensity discharge

lamps

Electronics &Controls (EC)• Electronic control for

(compact) fluorescentlamps, low-voltage halogen lamps, high-intensity discharge lamps

• Lighting management systems

Luminaires (LUM)• Professional luminaires

with traditional and LED technology

• Consumer luminaireswith special focus on LEDs

Business Unit Specialty Lighting (SP)

Business Unit Professional Lighting (PL)


Illumination

Make something visible Other applications from material and water

treatment to medical

Use light to displayany type of information

Light is detected or detects something

e.g. backlighting for electronic devices, high-tech lamps for projection, ...

e.g. sensors for automotive applications (rain sensors, distance control), ...

e.g. water purification systems (UV light), purification of wafer, ...

e.g. energy saving lamps,high-output LEDs, headlights for automotive, ...

Visualization Sensing Special

OSRAM’s business will be application-driven

Key Applications for Future Lighting Business


We are a strong company!OSRAM is the only lighting brand in the world!

Commitment Siemens

We are the #1 player in Automotive and clear #2 in all other major fields

We have the most extensive sales network apart from Philips

We are 1 of the 2 full portfolio providers worldwide

We are as strong as Philips (equal performance in past years)

German President's Prizefor Technology & Innovation

We have invested ~1''0 in R&D; ~1''2 in CAPEX in the last 3 years and this year

Acquisitions in service and SSL (Amtech & Traxon)

We are part of a very strong company Full Siemens support

German Sustainability Prize

Innovation / AwardsMarket / Customers


Detailing OSRAM StrategyOSRAM strategy is evolving continuously!

Corporate Responsibility

People Excellence

Top Quality

CostLeadership

GlobalCompe-

titiveness

Innovation

CustomerFocus

Corporate Responsibility

People Excellence

Top Quality

CostLeadership

GlobalCompe-

titiveness

Innovation

CustomerFocus

Applications /Solutions

Operational & Financial Excellence

People Excellence

Sustainability

Regions

• Focus on expansion in APAC, Eastern Europe and Latin America

• Maintain and strengthen market position in Europe and NAFTA

Technologies

• Concentrate on high performance, energy efficient and sustainable technologies

• Drive the transition to Solid State Lighting (SSL/LED)

• Address applications in illumination, visualization, sensing, medical and material treatment

• Strengthen our system business

Stra

tegy

(Wha

t)Su

cces

s D

river

s(H

ow)

1 Lamps and components: Keep leading market position

2 Discrete LEDs and OLED Lighting: Be #1 or #2

3 LED forward integration (modules, drivers, controls & luminaires): #1 or #2

4 Sector interface: Driving and supporting projects with BT

5 Energy Audits / Energy Saving projects / Project Business

Feldafing X

Feldafing IX


Specialty Lighting a new business Unit

ConsumerLighting

ProfessionalLighting

GI SalesOSSpecialty

Similar business models Product launch timing is criticalSimilar market approachOrganizational structures are identicalComparable technology base Same growth regions: Eastern Europe, APAC, LATAM and MEA

Common understanding

"Specialties" of AMGlobal #1 in Automotive LightingRegionally standardized products (ECE, SAE)Long innovation cycles (OEM)Aftermarket highly profitable and shorter cycles...

Global #3 in Display / OpticGlobal, but not standardized productsShort innovation cyclesHighly fragmented market based on complexity of applications (profitable niche markets)...

"Specialties" of DO


Specialty Lighting – the spirit

Customer is first priority

Entrepreneurial segments (responsibility and accountability)

Application and solution orientation

All business segments and functions must act globally

Operational execution within the regions

Support the transition process to new technologies (e.g. SSL)

Goals & key principles

Focus, speed

& execute


OSRAM Specialty Lighting- organizational structure as of January 1st, 2009 -

Business segments

Europe+ RoW APACRegions

Schwabe Unold

NAFTA

Kamper

CEOSchwabe

Barlow

Forward HAL

Denz

Forward HID

Zajewski

SignalLighting

SpecialLightingSchwabeKamper

SSLSpecialty

Tech Dir

Boltje

SCPincl. CCS

Fink

AM OEM

Geiger

AM AFTM

Leclerc

BusinessDevelop.

Lünnemann

Qualityincl. TCS

Maier

R&D

Allgeier

Special

Lothholz

Global functionsSales

AUTOMOTIVE SSL DISPLAY/OPTIC

CFOAyrle


Display/Optic consists of 4 Business Fields

Visualization & Imaging

Entertainment

Semiconductor & Industry

Medical & Healthcare

Semiconductor & IndustrySemiconductor & Industry

Semiconductor & IndustrySemiconductor & Industry

Medical & Healthcare Medical & Healthcare


Entertainment: Applications

Exhibition LightingFilm and TV ProductionHigh-Speed PhotographyMicrofilm ProjectionOverhead ProjectionPhotometryPhoto FinishingProfessional PhotographyReprographySlide ProjectionStage LightingSolar SimulationSpotlights and Attraction LightingTheaterVideo ProductionBlacklight Illumination

Advertising ProjectionAirfield LightingClub, DJ and DiscothequeEvent Lighting (TV, Show, Musical,

Concert, Large Venue Events)


Product Portfolio: SSL DO

LaserLED Medical/SEM

LED Entertainment/Airfield

LEDProjection


Innovative Package Development

SmartLED®

0,3mm

Chipled0,8mm SmartLED®

0,6mm

MicroSIDELED®

1,0mm Firefly®

0,5mm

TOPLED®

2 lm 90mW@20mA single chip

white

OSTAR®

100-1000lm 10 - 50W

multi chip30 lm 1,4W

@350mA singlechip white10 lm 250mW

@200mA single chipwhite

Advanced Power TOPLED®

Golden Dragon®

Power TOPLED®

3 lm 140mW@30mA single chip

white

MicroSIDELED®

0,6mm

High Power

Miniaturization


Diverse talents are required beyond SP SSLto win program commitmentsA coordinated effort is necessary

• LED Systems requires a long-term effort• It can take more than 24 months to

take an AM project to launch• Educate customers about a new

lighting concept • Highly technical content• OSRAM expertise must go

beyond the “light bulb”• Innovative driver circuitry• New optical solutions• New thermal management

requirements• New material science• Complex system integration• New economic models


OSRAM’s Vision: Full Range of Product Integration Options

SystemsDiscrete LEDs Light Engines / Modules

SP & OS collaborate for market leadership

• OSRAM offers the full product portfolio• Discrete, module & system solutions• The customer decides which level of product

integration is best• This AM FWL

example applies to AM & DO segments!


The JOULE System innovation:• Offer LED lighting as a

Standardized Automotive LED System • The same concept as a conventional

light bulb + socket• High tech with PLUG & PLAY simplicity

What are JOULE Systems?

The JOULE System is based on 4 standardized elements:

• Optical emission pattern

• Mechanical interface

• Thermal management

• Electronic control circuitry

Is OSRAM’s trademarked name for the family of Standardized Automotive LED Systems


JOULE Systems Unique Selling Points

Leverage core competencies that are relatively new to automotive lighting:

a. System integration: OSRAM offers the first and only fully integrated, Plug & Play solution for automotive LED lighting

b. Electronic driver design adapted to the vehicle’s electrical architecture within the standardized light source design platform

First to market with the latest OSRAM Opto technology innovations in system solutions

Understand the implications of the pace of LED technology development, and incorporate design improvements into JOULE Systems proactively

Provide intelligent solutions that make it easier and quicker for car and set makers to incorporate LED technology into vehicle platforms

A standardized approach makes even more sense during a time of economic stress, when car and set makers are looking for ways to limit engineering investments

OSRAM is leading LED innovation


DO Program Opportunities

Industry/Medicine• LEJ module: 6 APTs on PCB• Dental Curing: 1xDD PCB• Siemens: Halogen scanner

retrofit• Endoscopy• Feasibility: Ink/Offset UV

drying• Manz Automation: Solar cell

characterization• KRONES: Identification for

defective bottles• Prototypes: RENA (30x PCBs

with 6x Golden DRAGON)• Prototypes: SUSS Micro (Star

PCB with Golden DRAGON with lens in different colors)

• Prototypes: EXFO (4x PCB with 10x Golden DRAGON plus (UV))

• Prototypes: Light Partner (20x Diamond DRAGON on PCB)

Entertainment/Airfield• KREIOS (ARRI specific

module)• THORN/Safegate Airfield• KREIOS Stage ighting• ZELION (former HYPERION)• Feasibility study: MAGGIE

concept• Feasibility study LED Spotlight

Priorities:In productionAwardedActive DiscussionSome potential

Laser/LED Driver• RAPCUR™ LED Driver (fast

switching, full saturation multi-channel driver for high end projection)

• Compact RGB Laser Module with integrated driving ASIC for embedded projection

• Pico LED Module for low lumen Projectors (Reference Study)

KREIOS

THORN/SafegateAirfield

ZELION (former Hyperion)

RAPCUR™F9030A2

LUCEOS ASIC

RGB LaserModule


Key Objectives for SP SSL

• Leverage available resources

• Promote and maintain OSRAM’s LED System market leadership

• Transition to profitability quickly

• Develop and generate strong sales growth for the years and decades to come

Documents

OSRAM Specialty Lighting Light Inside · Industry Solutions Building Technologies Osram Mobility Industry Automation ... Siemens is a global powerhouse in electronics and electrical