SiliconeSolutionsforLEDOpportunitiesforChannelPartnersJune....ppt

Silicone Solutions for LEDOpportunities for Channel PartnersJune 5-6,2007Distributor EventBelgium,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,volume etc.)?How Distributor fits into LED market?What are the typical applications for Dow Corning products in the LED market covered by the electronics distribution?What products are recommended from Dow Corning within this applications?Some of the success stories of Dow Corning in LED marketWhat Next?,How Dow Corning sees this market?What is Dow Corning strategy for LED market?How does Dow Corning estimate this market(growth,volume etc.)?,LED-DefinitionSolid-state light sources based on compound semiconductor 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 establish leadership position now to benefit from future expected growth”,Dow Corning Strategic Direction,Position Dow Corning as leader in LEDs solutionAchieving 45+%Global Market Share by 2011Completing integration from LED Packaging to LED AssemblyDelivering new market/opportunities for growthEnhancing focused LED promotional activitiesEnhancing Channels capability for assembly business through training and selling toolsMessage to Customers:Dow Corning is the answer to your LEDs needs from high performance optical materials,potting and thermal management solutions to a highly integrated molding equipment and application process capability complemented with the global research and development experts.,Market Segments and Growth,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,How Distributor fits into LED market?,Lets take a look on LED VALUE CHAIN,LED Value Chain,Dow Corning material is present at every step of the value chain!,LED Chip manufacturers,LED Module manufacturers,End customer,LED+PCB integrators,Dow Corning Direct customers,CPs customers,LED packaging,LED assembly,Dow Corning traditionally Direct customers for Car Lighting,LED Chip Manufacturers,Market:Only a few companiesMain players in Europe:Osram OptosemiconductorsPhilips Lighting(Lumileds)Strategy:Chip manufactures supported as direct customersWhat:Specialized Micro-electronic grade optical materials(gels,elastomers,resins)Customer type:DIRECT for DOW CORNING,LED+PCB Integrators,Market:Sub-divisions from large Lighting/Auto companies ORPCB assembly companies or EMSI(Jabil,Solectron),acting as sub-contractors OR LED circuit design&assembly companiesDual Strategy:Supported direct or through Cannel PartnersWhat:Optical materials for globtopping(and lens overmolding)Thermally conductive materialsConformal CoatingCustomer type:DIRECT for DOW CORNING(auto lighting)Served via CP,LED Module Manufacturers,Market:Many small/medium/large companies From small independent brand to well established brands(Philips,Osram,Zumtobel,Barco,Odeco)Strategy:Channel PartnersExcept Philips Lighting(direct)What:All of the Electronics Protection&Assembly product portfolio,especially transparent encapsulants and adhesivesAll of the Electronics Thermal Management product portfolio(Optical materials for optics molding)Customer type:Served via CP,Lets summarize our business,To summarize in 2006:,Today CPs bring to Dow Corning68%of all LED business globally 53%in Asia(vs.27%in 2002)99%in Americas 76%in EuropeCPs have biggest business in PROTECTION&ASSEMBLY SEGMENT(64%)Light Management(36%,mainly Asia)CPs generated in 200675%of LED related leadsGeographic split of LED marketAsia(China,Korea,Japan)66%America34%Europe 0.3%,What are the typical applications for Dow Corning products in the LED market covered by the electronics distribution?Some of the REAL success stories of Dow Corning in LED market?,LED assembly:what is my playground?,Indicator Systems Illumination Systems,Indicators,switches,keypads,etc.,LED displays,signals,signboards,Traffic lights,Guiding lights,LCD backlight,Mobile devices(light sourceslighting 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),LED assembly:what is my playground?,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 Emergency LED lighting in hazardous areasProduct:Dow Corning Silastic 145 Customer:European Distribution CustomerNeed to have Exterior LED Display pottingProduct:Dow Corning SE9187L(Black)Customer:European Distribution CustomerNed to have transparent potting for general lightingProduct:Dow Corning Sylgard 184Customer:European Distribution CustomerTransfer heat from a band of low power LEDs to the heatsink for arcade machines Product:Dow Corning TP-1500 Thermal Pads,Success:Application Wins,“What are the applications that we can win?”Customer:European Distribution CustomerLarge outdoor video display panels used in stadiums,exhibitions etc.High intensity LEDs(Blue,green and red)are used as base pixels for live video displays.Protection of LED assembly from outside environmentProduct: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 ingressProduct:Dow Corning 3-4207 tough gel with Black pigment(selected because of good adhesion and fast room temperature cure).Other products that could be considered:Dow Corning SE 1816 CV or Dow Corning SE 1817 CV,Why Silicone?What products are recommended from Dow Corning within LED applications?,Why using Silicones(1),Why using Silicones(2),Success:What materials to win?,TOP:,How deep do YOU know these materials?,What Next?,Goals:LED evolution,Phase 1:Q2,2007CPs presentation on Distributor Event,June,2007Irina/EricRequest for Application StoriesIrina/ISCollect CPs feedbackIrina/ISPhase 2:Q4,2007Sample Tool KitMkting/AETSDistributing Application StoriesMktingCustomer Sales PresentationMktingLED sell brochure(format to be clarified)Mkting/Marcom(do not forget Lab Session and rap-up discussion tomorrow.),MUTUAL Action Plan,Distributors identify LED assembly opportunities in their region(expect large amount of players)and introduce Dow Corning product line.Conduct opportunity analysis.Dow Corning technical support via normal routesDow Corning pricing via normal routesDow Corning Marketing support-IrinaDistributors report back on market insights and TGOs(comprehensive opportunity analysis overview)in this field in report form by year end.Distributor communicate to Dow Corning Marketing its needs/ideas/views on LED promotion/advertising and help Dow Corning to create marketing instruments to support LED market development,THANK YOU VERY MUCH!QUESTIONS?,QUESTIONS TO THINK ABOUT:,How I see the selling tools that will help me to increase sales 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 next step?Do I want to get regular success stories on LED and am I ready to share my stories?THANKS!,