zumtobel group capital markets day 2010 lamp cfl / energy saving lamp incandescent eu ban of 75w eu...
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Capital Markets Day 20101 © Zumtobel AG
Zumtobel GroupCapital Markets Day 2010
- LED Lamp -Detlef Mikulsky
Capital Markets Day 20102 © Zumtobel AG
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
Capital Markets Day 20103 © Zumtobel AG
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
Capital Markets Day 20104 © Zumtobel AG
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
Capital Markets Day 20105 © Zumtobel AG
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
Capital Markets Day 20106 © Zumtobel AG
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
Capital Markets Day 20107 © Zumtobel AG
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
Capital Markets Day 20108 © Zumtobel AG
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
Capital Markets Day 20109 © Zumtobel AG
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
Capital Markets Day 201010 © Zumtobel AG
Comparison of light spectrum
LED-bulbs from LEDON have the most continuous light spectrum
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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
Capital Markets Day 201012 © Zumtobel AG
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”).
Comparative Lighting Quality Study
Testing criteria and the test execution of the colour perception
Capital Markets Day 201013 © Zumtobel AG
Approach:Several standardised pictures as well as real objects (fruit and vegetable) were used in order to assess the light quality.
Comparative Lighting Quality Study
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.
Capital Markets Day 201014 © Zumtobel AG
Comparative Lighting Quality Study
The LEDON LED Lamp was perceived as the best in all the experiments.
However it dominated the criteria „Naturalness“ the most.
Overall test winner
Capital Markets Day 201016 © Zumtobel AG
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
Capital Markets Day 201017 © Zumtobel AG
LEDON Lamp GmbHHöchster Strasse 86850 DornbirnAustria
Tel. +43 5572 509 53 000Fax +43 5572 509 953 000Email [email protected]
www.ledon-lamp.com