Cree's CEO suggests quicker LED move into general lighting (part 1)

Cree's CEO suggests quicker LED move into general lighting (part 1)

Chuck Swoboda delivered the keynote address at Arrow’s recent LED Lighting Design Seminar and provided an update on LED technology for general lighting applications along with a bullish view on how quickly SSL will proliferate.

At the Arrow-hosted LED Lighting Design Seminar in Newport Beach, California on Dec 1-2, Cree’s CEO Chuck Swoboda delivered a keynote address that chronicled the company’s focus on LEDs for general lighting, provided an update on the latest LED technology, and predicted a quicker uptake of solid-state lighting (SSL) than many analysts expect. Swoboda noted that LED epitaxy technology is nearing peak efficiency but suggested gains will still come in light extraction, phosphors, and packaging. Of the major LED chip makers, Cree alone is almost exclusively focused on general illumination applications for LEDs. The company does supply LEDs into other applications such as mobile phones, but R&D is specifically targeted at general lighting. Cree CR6 downlight Swoboda discussed the decision the company made about five years ago to focus on general lighting. He said very succinctly, “It seemed like the biggest market and the hardest to do.” And there is no tempering of his expectations and goals. He predicted that Cree can obsolete every type of light source over time with LED technology. The CEO is invariably frank about the difficulty of proliferating SSL technology in lighting as opposed to other areas. He noted that when you supply an LED to a company developing a mobile phone, the application is well defined and the engineers know precisely how to design in the LEDs. However, said Swoboda, “Lighting is a generic term that has hundreds of different unique problems that are often solved differently.” The luminaire and fixture makers face that difficulty in transitioning to LED light sources and Cree understands that it must help them to succeed. Swoboda said, “Every application is different and we have to spend more money to make it easier for our customers to use our product.” The company is pursuing several paths to help the customer, for example building out a global network of customer application centers. And Cree is developing a much broader product line than you will find from most LED makers, said Swoboda, with the intent of matching the components and packaging to unique application requirements. The system side of Cree Swoboda also pointed to the company’s system business as being very important in driving success both in terms of component development and charting a course that the component customers can follow. He explained that Cree bought the LED systems business that is now Cree LED Lighting to help move the market as a demonstration vehicle. The company is certainly selling luminaires and striving to make the systems business a profitable one according to Swoboda, but the larger focus is on accelerating the LED component sales that make up two thirds of Cree’s revenue. He said that the company’s lighting business is being used to establish a roadmap that other luminaire makers can follow. Swoboda also discussed the value that the systems business has brought to the LED design and manufacturing process. “You would be surprised what the benefit is when your R&D guy that has to make an LED component is forced to sit across the table almost every day and argue with his sister division about why his LED doesn’t solve a lighting problem,” he said. “What you quickly find out is the semiconductor guy quickly learns that lighting is not like every other market.” He believes the interaction has led to the component engineers thinking differently about the LED, and in turn to components that solve general-lighting-centric problems. The goal of course is quicker adoption of LEDs into lighting. According to Swoboda, LEDs will comprise a meager 4% of the general lighting market in 2010. During his Q&A session a member of the audience asked Swoboda to comment on the premise that LEDs would pervade 80% of the lighting market by 2020. Swoboda quickly said, “I hope it won’t take that long. I want to know how we can do it in 2015.” Driving LED adoption Swoboda discussed what he sees as the key to driving LED adoption -- looking at the technology and system design as intertwined elements. He suggested that many see LED system design, LED components and modules, and LED chips as three separate pieces rather than considering the implications that any one of the pieces has on the other two. The SSL industry also needs to recognize where the opportunities lie according to Swoboda. He noted that fixtures and luminaires that target industrial and commercial installation currently afford the greatest market potential saying, “This is not about the light bulb.” He was quick to note that Cree is developing technology that enables retrofit light bulbs, but that the application focus would give preference to the largest applications. The path to success sounds straightforward. Swoboda said, “Our goal for LED lighting is this: To help people design products that are better in every single respect to [legacy technology].” Swoboda acknowledged that costs are a problem saying, “Today we ask our customers to buy a product and live with a ten year payback.” Were a vendor to approach Cree about buying into technology with a ten year payback for use in its factory, Swoboda said he would tell that vendor to “come back when it’s two.” While acknowledging the cost issue, Swoboda also stressed that SSL success has to come from value, saying “It’s not meant to be cheaper than the light bulb it’s meant to be better.” LED component advancements The road to superior lighting products invariably runs through advances in the LED component technology – and that means brighter, lower-cost LEDs. Swoboda recalled that, “When we got up to about 100 lm/W, many people said there was no reason to make brighter LEDs.” The point is that the efficiency was passing that of legacy sources, so some people questioned the need for even brighter LEDs. Cree XM-L LED Swoboda reminded the audience, however, that delivering good LED lighting is very much a system-level problem. He said, “Brighter LEDs are actually the way to make the most cost-effective lighting product” because they provide flexibility in the design. For instance, a design can reduce drive current -- simplifying the thermal design and extending the luminaire lifetime. But Swoboda also noted that “In some cases, if you don’t have color control perfect, you don’t have a product.” Swoboda repeatedly emphasized the myriad lighting applications, the need for a broad product line, and the need for low component costs, but these factors seem to be at odds with one another. Historically low cost equates with high-volume manufacturing of a single product yet Cree has a broad product portfolio. Swoboda said, that Cree can manufacture a die in high volume to help drive costs down while using different package designs to yield components for different applications. Swoboda did note that a move to larger wafers would soon start to drive cost down since a 6-inch wafer provides double the number of die compared with a 4-inch wafer. He pledged that Cree would be first in volume production with a 6-inch line for nitride (InGaN) LEDs. There is a broad industry push to 6-in wafers underway. Rubicon Technology announced back in August that it was supplying 6-inch sapphire substrates for volume production of AlInGaP LEDs under a one year contract. It’s widely believed that the unnamed customer is an Asian manufacturer. Still the manufacturing message from Cree is clear that it has a roadmap toward lower component costs that’s rooted in semiconductor technology and that’s a proven way to drive costs down.

About the Author

Maury Wright is the Senior Technical Editor of LEDs Magazine. Original Source: LEDs Magazine Reposted by: Sielement Technologies, LEDs Lights Manufacturer and Provider Products providing: LED Lights, LED Tubes, LED Bulbs, LED Strips, LED Spot Lights, LED Down Lights, LED Panel Lights, LED Grow Lights etc. http://www.sielement.com info@sielement.com

Company Profile in Different Languages Part (3)

Czech:

Sielement Technologies je LED osvětlení výrobce a vývozce. LED vnitřní osvětlení, venkovní osvětlení, osvětlení komerční, rezidenční osvětlení, indukce osvětlení, dekorativní osvětlení, solární osvětlení řešení. LED světla, LED žárovky, LED trubice, LED bodové světlo, LED světlo dolů, LED panely, LED pásků, LED bar, LED moduly, LED svítilna G24, LED stěny pračka, LED světelný tok, LED podvodní světla, LED světla v podzemí, LED stolní lampa, skříň LED světla, LED světlo krajiny, atd....

Danish:

Sielement Technologies er en LED-lys producent og eksportør. LED indendørs belysning, udendørs belysning, kommerciel belysning, bolig belysning, induktion belysning, dekorativ belysning, sol belysningsløsninger. LED lys, LED pære, LED rør, LED spot lys, LED ned lys, LED panel, LED strip, LED bar, LED-modul, LED G24 lampe, LED væg spændskive, LED oversvømmelse lys, LED undervands lys, LED underjordiske lys, LED bordlampe, LED kabinet lys, LED landskab lys osv.

Dutch:

Sielement Technologies is een LED fabrikant en exporteur. LED binnenverlichting, buitenverlichting, verlichting commerciële, residentiële verlichting, inductie verlichting, decoratieve verlichting, zonne-lichtoplossingen. LED-verlichting, LED lamp, LED buis, LED spot light, LED-down light, LED-paneel, LED-strip, LED bar, LED-module, LED G24 lamp, LED wall washer, LED Flood Light, LED onderwater Licht, LED ondergrondse Licht, LED tafellamp, LED-behuizing, LED-landschap licht, enz....

Estonian:

Sielement Technologies on LED tuled tootja ja eksportija. LED siseruumide valgustus, välisvalgustuse, äri-valgustus, elamu valgustus, induktsiooni valgustus, dekoratiivne valgustus-, päikese-valguslahendused. LED valgus, LED lamp, LED toru, LED spot valgus, LED ette tuli, LED paneel, LED-ribad LED riba, LED moodul, LED G24 lamp, LED seina pesumasin, LED üleujutuste valguses, LED veealune valgus, LED maa valgus, LED laua lamp, LED kapis valgus, LED maastiku valgust jne

Filipino:

Sielement Technologies ay isang LED lights tagagawa at tagalipat. LED panloob na ilaw, mga panlabas na ilaw, komersyal na ilaw, residential lighting, pagtatalaga sa tungkulin na ilaw, pandekorasyon na ilaw, solar na ilaw solusyon. LED na ilaw, na humantong bombilya, LED tube, LED spot light, LED down liwanag, LED panel, LED strip, LED bar, LED module, LED G24 ilawan, LED pader washer, LED baha liwanag, LED underwater Banayad, na humantong sa ilalim ng lupa Light, LED table lamp, LED na aparador na ilaw, tanawin LED na ilaw, atbp




2 be continued...


Sielement Technologies, LEDs Lights Manufacturer and Provider
Products providing: LED Lights, LED Tubes, LED Bulbs, LED Strips, LED Spot Lights, LED Down Lights, LED Panel Lights, LED Grow Lights etc.
http://www.sielement.com
info@sielement.com

Company Profile in Different Languages Part (2)

Basque:

 Sielement Teknologiak bat LED argiak fabrikatzaile eta esportatzaile da. LED argiztapena indoor, kanpoko argiak, merkataritza-argiak, egoitza-argiak, indukzio argiztapena, dekorazioa, argiztapena, eguzki-argiak konponbideak. LED argi, bonbilla LED, LED hodi, LED argi spot, LED argi-behera, LED panel, tira, LED bar LED, LED modulua, LED lanpara G24, LED horma Garbigailua, LED uholde arina, urpeko Light LED, LED lurpeko Argia, LED mahaiko lanpara, LED argi kabinete, LED paisaia argia, eta abar

Belarusian:

Sielement тэхналогій з'яўляецца вытворцам святлодыёдных агнёў і экспарцёрам. Святлодыёдныя лямпы для ўнутранага асвятлення, вонкавае асвятленне, асвятленне камерцыйных, жылых дамах, індукцыі асвятленне, дэкаратыўнае асвятленне, сонечны светлавыя рашэнні. Святло, святлодыёдныя лямпы, святлодыёдныя трубкі, святлодыёдныя пляма святла, святлодыёдныя ўніз святла, святлодыёдныя панэлі, святлодыёдныя паласы, святлодыёдныя бар, святлодыёдны модуль, святлодыёдным лямпа G24, Шайба сцены СВД, святло патоку, святло падводны свет, святло падземны свет вадзіць настольныя лямпы, святлодыёдныя Кабінета святла, святлодыёдныя пейзаж святло і т. д....

Bulgarian:

Sielement технологии е LED светлини производител и износител. LED вътрешно осветление, външно осветление, търговски осветление, жилищни осветителни тела, индукция, декоративно осветление, соларни осветителни решения. LED светлини, LED крушка, LED тръби, LED място светлина, LED определени светлина, LED панел, LED ленти, LED бар, LED модул, LED лампа G24, LED стена за миене, LED светлина от наводнения, LED подводно осветление, LED подземни светлина, LED настолна лампа, LED светлина кабинет, LED пейзаж светлина и т.н.

Catalan:

Tecnologies Sielement és un fabricant i exportador de llums LED. LED d'il luminació interior, il luminació exterior, il luminació comercial, il luminació residencial, il luminació d'inducció, il luminació decorativa, solucions d'il luminació solar. la llum del LED, bulb del LED, tub del LED, llum del punt del LED, a sota el panell de llum, LED, tires, barres LED, mòdul LED G24 llum, volandera de la paret del LED, llum d'inundació del LED, LED de llum sota l'aigua, la llum LED de metro, el LED llum de taula, la llum LED del gabinet del LED, llum del paisatge, etc

Croatian:

Sielement Technologies je LED svjetla proizvođač i izvoznik. LED unutarnja rasvjeta, vanjska rasvjeta, rasvjeta komercijalne, stambenih rasvjeta, indukcija rasvjeta, dekorativna rasvjeta, solarna rasvjeta rješenja. LED svjetla, LED žarulja, LED cijevi, LED spot svjetla, LED dolje svjetlo, LED panel, LED strip, LED bar, LED modula, LED svjetiljke G24, LED zidne pranje, LED poplava svjetlosti, LED podvodna svjetla, LED svjetiljka podzemne, LED tablici svjetiljka, ormar LED svjetla, LED krajolik svjetlo, itd.




2 be continued...


Sielement Technologies, LEDs Lights Manufacturer and ProviderProducts providing: LED Lights, LED Tubes, LED Bulbs, LED Strips, LED Spot Lights, LED Down Lights, LED Panel Lights, LED Grow Lights etc.
http://www.sielement.com
info@sielement.com

Company Profile in Different Languages Part (1)

Company Profile in different languages, interesting! Part I.

English:

Sielement Technologies is a LED lights manufacturer and supplier. LED indoor lighting, outdoor lighting, commercial lighting, residential lighting, induction lighting, decorative lighting, solar lighting solutions. LED light, LED bulb, LED tube, LED spot light, LED down light, LED panel, LED strip, LED bar, LED module, LED G24 lamp, LED wall washer, LED flood light, LED underwater Light, LED underground Light, LED table lamp, LED cabinet light, LED landscape light, etc.

Afrikaans:

Sielement Technologies is 'n LED ligte vervaardiger en uitvoerder. LED binneshuise beligting, buite verligting, kommersiële beligting, residensiële beligting, induksie beligting, dekoratiewe beligting, son verligting oplossings. LED ligte, LED gloeilamp, LED tube, LED spot light, LED af lig, LED paneel, LED strook, LED bar, LED module, LED G24 lamp, LED muur wasser, LED vloed lig, LED water lig, gelei ondergrondse lig, LED tafel lamp, LED kabinet lig, LED landskap lig, ens

Albanian:

Sielement Technologies është një LED dritat prodhues dhe eksportues. LED ndriçimit të brendshëm, ndriçimi i jashtëm, ndriçim tregtare, ndriçim banimi, ndriçimi induksion, ndriçimit dekorativ, zgjidhje të ndriçimit diellor. Drita LED, llambë LED, tub LED LED dritë vend, LED poshtë dritë panel, LED, LED strip, bar LED LED moduli, LED G24 llambë, LED rondele mur, LED dritë nga përmbytjet, LED Light nënujore, LED Light nëntokësore, LED llambë tavolinë, LED dritë kabineti, LED dritë peisazhit, etj

Arabic:

Sielement تكنولوجيز هي شركة تصنيع ومصدر الصمام الاضواء. الصمام الإضاءة الداخلية والإضاءة في الهواء
الطلق، والإضاءة التجارية والسكنية الإضاءة، والإضاءة التعريفي ، والديكور والإضاءة، وحلول الإضاءة الشمسية. ضوء الصمام، لمبة الصمام، أنبوب الصمام، بقعة ضوء الصمام، الصمام أسفل الخفيفة، لوحة الصمام ، الصمام قطاع غزة ، شريط الصمام ، الصمام وحدة، وأدت G24 مصباح، ادى الجدار الغساله ، ادى ضوء الفيضانات ، والصمام الخفيفة تحت الماء ، والصمام الخفيفة تحت الارض، الصمام الصمام مصباح الطاولة، ضوء لمجلس الوزراء، ادى ضوء المناظر الطبيعية، إلخ

Armenian:

Sielement Տեխնոլոգիաներ է LED լույսեր արտադրող եւ արտահանող. LED ներսում լուսավորման, բացօթյա լուսավորման, առեւտրային լուսավորման, բնակելի լուսավորման, ներածություն լուսավորման, դեկորատիվ լուսավորման, արեւային լուսավորություն լուծումներ. LED լույսը, LED լամպ, LED tube, LED տեղում թեթեւ, LED ներքեւ թեթեւ, LED վահանակը, առաջնորդվելով նեղ շերտ, LED բար, LED մոդուլ, LED G24 կանթեղ, LED պատի լվացքի մեքենա, LED ջրհեղեղ թեթեւ, LED ստորջրյա լույսերի LED ստորգետնյա լույսերի ԼԵԴ սեղանի լամպի, LED կաբինետ թեթեւ, LED բնապատկերային լույսը, եւ այլն:

Azerbaijani:

Sielement Texnologiyaları bir LED işıqlar istehsalçısı və ixracatçısıdır. Daxili işıqlandırma, xarici işıqlandırma, kommersiya işıqlandırma, yaşayış işıqlandırma, induction işıqlandırma, dekorativ işıqlandırma, günəş işıqlandırma həllər LED. LED yüngül, LED ampul, LED boru, spot yüngül LED aşağı işıq, LED panel LED, zolaqlar, LED bar LED, LED modulu, daşqın yüngül LED, divar washer LED, G24 lampa LED, yeraltı Light LED, sualtı Light LED Cədvəl lampa, landşaft yüngül və s. LED, kabinet yüngül LED

2 be continued...



Sielement Technologies, LEDs Lights Manufacturer and Supplier
Products providing: LED Lights, LED Tubes, LED Bulbs, LED Strips, LED Spot Lights, LED Down Lights, LED Panel Lights, LED Grow Lights etc.
http://www.sielement.com
info@sielement.com