Zumtobel Group Capital Markets Day 2010 lamp CFL / Energy saving lamp Incandescent EU ban of 75W EU ban of 60W EU ban of 45W Light bulb market share in % (based on units) 2009 2018

Capital Markets Day 20101 © Zumtobel AG

Zumtobel GroupCapital Markets Day 2010

- LED Lamp -Detlef Mikulsky


A new generation of light sources revolutionizes the lamp market

„LED lamps from LEDON are the only light sources that with their warm white light, are able to really replace the traditional incandescent lamp. The high power lamps offer the very best lighting quality thanks to premium technology from Austria.“

Detlef Mikulsky, Managing Director LEDON Lamp GmbH

Why LEDON Lamp

LEDON stands for comfortable light

A real alternative for incandescent lamps:

Lighting quality

Energy efficiency

Length of service life

Versatility

Reliability

Light is not just light. There are significant differences with respect to both quality and quantity, even when light in both cases is created by LED sources. LEDON LED lamps differ from other products in the following factors


Regulatory framework

The end of the traditional lamp market is now in sight due to the EuP*- Directive

The EuP* - Directive demands the use of high energy efficiency lamps to be discontinued and has implemented, since September 2009, a progressive phase-out of inefficient incandescent lamps:

All frosted/pearl incandescent lamps and 100 W clear since 1.9.2009

Clear incandescent lamps gradually, e.g.75 W in 201060 W and 15 to 40 W in 2011

*EuP = Energy using Products


Facts about the market situation

The lamp market is dominated by a small number of manufacturers currently

forcing CFL energy efficient lamps into the market

Trust in new Compact Fluorescent Lamps (CFL) is very low because

they contain mercury

many products do not deliver the performance they promise

the lifetime is often hugely exaggerated

bad start-up performance

the packaging is partially deceptive or even false

consumers have health concerns (UV-radiation, etc.)

The partial absence of a good energy saving alternative lamp has led to uncertainty and has resulted in the consumer hoarding incandescent lamps


Lamps sold in 2009 (ca. 15 bn units)

73%

15%

12%

Incandescent Halogen CFL / Energy saving lamp

Global lamp market 2009

Three-quarters of the lamp market consists of classic incandescent lamps

Source: Datapoint Research


Market projections for lampsEU27 + Schweiz; Source: EU-Commission, Euromonitor, Ledon

LED lamp

CFL / Energy saving lamp

Incandescent

EU ban of 75W

EU ban of 60W

EU ban of 45W

Light bulb market share in % (based on units)

2009 2018

Growth driver LED – the digital revolution in lighting

LED lamps gradually taking off in ~ 2015


Market analysis*

46% of the users value mercury-free illuminants with low energy

consumption and long life

Target Segments LED Most important attributes per segment

Customer group: Price sensitive Price-technology-oriented Benefit oriented Mercury averse

% of the Market: 25 29 17 29

Importance of attributes*

Form/Design

Brand

Price

Energy consumption

Life time

Mercury content

Light quality

Turn on behaviour 6

15

0

5

3

51

12

7

0

4

5

15

31

38

4

4

4

7

9

24

40

10

4

3

2

7

34

14

8

21

12

2

Our rating Price too high, but interested in the technology

LED meets all essential criteriafor this customer segment

LED do not contain mercury. Theonly alternative for theenvironment/health conscious

*Source: Results from market research with 394 consumers carried out by McKinsey (2009)

Price led not attractive, toohigh focus on price


Electricity cost comparison

High quality LED lamps lower energy consumption by 85% compared to

incandescent lamps and are even ahead of CFL energy saving lamps!

Electricity costs over 10 years* in EUR

Our LED lamp is the most energy efficient option for the end user. The long lifetime also increases itsattractiveness.

*Assumption: 2,7 h per day; electricity costs: 0,19 EUR/kWh

0

20

40

60

80 83 €

12 €40 W Incan-descentlamp

6 W LEDONLED

85%

0

5

10

15

2018 €

12 €

9 W Energy saving lamp

33%

6 W LEDONLED


Light yield around 50 lm/W

25 W = 5 W LED40 W = 6 W LED

Consumerfriendly

Next Generation

Technology

Environment & Health

LEDON LED lamp CFL / Energy saving lamp

Contains mercuryMercury free

Frequent on/off reduces lifetimeWear free on/off

Lifetime between 6.000 - 15.000 hExtreme long lifetime(> 25.000 h)

Emits UV-radiationNo UV-radiation

25 W = 6 W CFL40 W = 9 W CFL

Light yield of ~60 lm/W ++

Restricted lighting quality due to lamp‘slight spectrum

Excelllent light sensitivity due to continuous light spectrum

100% luminosity after1 to 5 minutes

100% luminosity immediately afterpowering up

Technologies compared

Clear technological advantage over CFL / Energy saving lamps


Comparison of light spectrum

LED-bulbs from LEDON have the most continuous light spectrum


In November 2009 a comparative study of the light quality of modern light devices was jointly executed by the company Lighting Metrics and the reputable Light Technique Institute of the University of Pannonien (Hungary) under the supervision of Prof. Dr. Janos Schanda. The study was conducted on behalf of the Ledon Lighting Jennersdorf.

A conventional 40 W incandescent lamp was compared with 3 modern light sources:

L-00: commercially available 40 Watt light lamp

L-01: commercially available Halogen lamp 28 W *

L-02: commercially available energy saving lamp 7W

L-03: LED Lamp, dimmable, 7W

L-04: LEDON LED-Lamp dimmable, 6W(with LED Module XED40 from Ledon Lighting Jennersdorf)

* This lamp was excluded from the study as it did not manage to reach the required illuminance.

Comparative Lighting Quality Study

A comparative study supports the high quality of LEDON LED bulbs


The colour perception was assessed based on 3 criteria:

Naturalness: Is the light perceived as natural?Vividness: Is the light perceived as vital (full, colourful)?Preference: Light from which source is perceived as the best?

The study was conducted by 25 observers including 6 trained expert observers (experts) and 19 individuals who had no lighting technology experience (non experts).

The results were assessed both separately (categories “experts” and “non experts”) and jointly (category “all”).


Testing criteria and the test execution of the colour perception


Approach:Several standardised pictures as well as real objects (fruit and vegetable) were used in order to assess the light quality.


Experiment setup

Fruit and vegetable

3 parts of the experiment setup:

1. Absolute colour quality was measured when lighting real objects (fruit and vegetables).

2. Pairing test: Four standardised images were illuminated by the 3 different light sources and compared with the incandescent lamp performance.

3. Colour quality tests were performed based on the colour perception using standardised testing objects.



The LEDON LED Lamp was perceived as the best in all the experiments.

However it dominated the criteria „Naturalness“ the most.

Overall test winner


LEDON design

Product and packaging design


Constant innovation

Product roadmap fall 2010

MR16 with GU10 socket

Replacement for 35 Watt halogen lamp

Energy consumption 4 Watt

3.400 Kelvin

41 lm/W, 165 lm

Luminous intensity 410cd MR16 with GU5.3 socket

Replacement for 20 Watt halogen lamp

Energy consumption 4 Watt

3.100 Kelvin

45 lm/W, 180 lm

Luminous intensity 440cd

*

*

* Pictures are examples only, technical changes are possible


LEDON Lamp GmbHHöchster Strasse 86850 DornbirnAustria

Tel. +43 5572 509 53 000Fax +43 5572 509 953 000Email [email protected]

www.ledon-lamp.com

Documents

Zumtobel Group Capital Markets Day 2010 lamp CFL / Energy saving lamp Incandescent EU ban of 75W EU ban of 60W EU ban of 45W Light bulb market share in % (based on units) 2009 2018