HOW TO WIN IN THE LED LIGHTING INDUSTRY

Wednesday, May 23

7:30am- 9:00am Registration

Session 1: Plenary Session

9:00am-9:40am 
Overview of the Worldwide LED Industry & SSL

Ella Shum

Director LED Market Research

Strategies Unlimited

This presentation will provide a review and update of worldwide market developments in HB LEDs and SSL in 2011.  Top level market growth trends will be discussed, as well as developments in each of the major application areas, including lighting.  In addition, a market forecast through 2016 will be presented.

Ella Shum heads the market research in all application segments of the LED industry at Strategies Unlimited.  She is also conference chair for the Strategies in Light events in the US and China.  Prior to joining Strategies Unlimited, Shum was General Partner at YEBY Associates, a consulting firm specialized in the LED industry.  At YEBY, she was part of the initial phosphor sales team for Intematix and an early advisor to China’s SSL program.  Shum was Managing Director of the R&D Lab at Emcore where she managed the development of TurboDisc reactors and epi research including LED technology.  She was a marketing and sales executive for many years and she served as Vice President and Chief of Staff at BroadVision Inc. Shum received her MBA from The Wharton School, University of Pennsylvania and her B.Sc. in Computing Science from Imperial College, London.

9:40am-10:20am 
Keynote Presentation: The Global Lighting Industry - Tradition, Transition, Transformation

Christian Schraft

Senior Vice President, Corporate Strategy and Corporate Marketing

Osram AG

This presentation will address the market drivers that will shape the transition of the global lighting market.  SSL and green lighting in general are set for powerful growth as the industry is being transformed, with government mandates underpinning the shift to higher energy efficiency. General lighting is the largest and fast growing market segment in the overall lighting market, and in this area “light management”, which includes the transformation from switches to intelligent networks, as well as energy efficiency and quality of light are driving market transformation into an intelligent, networked solution business. China is already a big market today, and will become the largest single market in 2020

Christian Schraft is the Senior Vice President, Corporate Strategy and Corporate Marketing at OSRAM AG.  He is responsible for developing and leading OSRAM’s strategy, M&A, brand management, advertising, Internet strategy and sales processes. His previous positions at OSRAM include Senior Vice President and CEO of Consumer Lighting and Senior Vice President and CEO of Ballasts and Luminaires.  Mr. Schraft is a Member of the Advisory Board of the European Lamp Manufacturers Federation (ELC).

10:20am-10:40am Refreshment Break

10:40am-11:20am 
Reality of the Chinese SSL Market

Xiao Fei (Jack) Zhang

CEO

Gaogong LED

The Chinese SSL market has grown in  leaps and bounds in the last 2 years. With the government subsidies trickling down in 2012, it will grow exponentially.  This talk will explore the Chinese SSL market with a focus on the domestic market. Analysis will include market size, nature of each key segment and major suppliers.  We will discuss the ecosystem of SSL market, the factors affecting adoption and consumer preferences.

Dr. Xiao Fei (Jack) Zhang is the founder of GaoGong LED (GG-LED) Enterprises. GG-LED's market research institute, monthly magazine, "GG-LED", and website, GG-LED.com cover all aspects of China's LED industry. Dr. Zhang is a frequent speaker at conferences and holds numerous positions in industrial organizations. Dr. Zhang worked for more than 10 years in the United States as founder of Digital Module, Vice President at Omni Space Technologies Corp., and as a senior engineer at Texas Instruments before returning to China.

11:20am-12:00n 
How to win in Europe: Compliance is Key

Juergen Sturm

Secretary General

European Lamp Companies Federation

As trade between Asia and Europe continues to increase, successful integration of products and systems into the European market will be profoundly influenced by adherence to compliance standards. As compliance standards directly affect consumer and end-user purchasing decisions, they help to build trust and market share. This presentation will discuss emerging compliance guidelines and standards and their application in a global market. 

Jürgen Sturm is the Secretary General of the European Lamp Companies Federation (ELC) and of the Global Lighting Association. Prior to joining ELC, Jürgen held several senior positions in European trade associations with a focus on EU industry policy and environmental affairs

12:00n-1:30pm Lunch

Session 2: Drivers and Controls

1:30pm-2:10pm 
Fixing the Weakest Link - Improving Life and Reliability of LED Drivers

Gary Hua

CEO

Inventronics

As solid-state lighting continues to improve, and new tools such as TM-21 are available to estimate the life of LEDs, the driver is coming under more scrutiny as the life-limiting component in the lighting system.  This presentation explores the key factors that determine the life of the LED driver, design choices that can improve the life of the driver, and how to estimate the life of the driver in various applications.

Dr. Gary Hua served as Research Associate and Scientist in the Center for Power Electronics Systems at Virginia Tech for five years, with over 70 papers published in international magazines and conference proceedings. He is a co-founder and former VP of Engineering of VPT Inc., which is now one of the largest military/aerospace power companies in the world. He is also the founder and former President of e-Power Co., Ltd, now a wholly-owned affiliate of the NASDAQ-listed Bel Fuse Inc. In August 2007, Dr. Hua founded Inventronics Co. Ltd, which is currently one of the largest LED driver vendors in the world. In 2008, he founded LED One Co. Ltd, which specializes in LED lighting products. He has been awarded 17 US patents.

2:10pm-2:50pm 
User Experience and the Quality of Light

Jerry Zheng

Vice President

Technical Marketing

iWatt

This presentation will address how to provide the quality of light and user experience from the perspective of driver design. The quality of light provides a first impression to the user. So, when the LED driver is designed, the user experience and quality of light should be the top priorities. The quality of light and the luminous efficacy are directly impacted by the driver performance, which includes driver efficiency, current regulation, and dimming control. Solutions to produce high efficiency drivers are dependent on lower heat generation and longer life endurance of the drivers. Among the key factors in the performance of the LED driver that affect the quality of light are the AC ripple current, the dc offset, and the frequency.

Jerry Zheng has worked for iWatt since 2002 as a key contributor in the successful elevation of the company to a leading technology position in the AC/DC and LED lighting market.  He is leading the system and application engineering team to define new markets and products, as well as to develop new technologies.  He is regarded as a technology expert in the power conversion field and has several publications and patents. He is the system architect for the award-winning dimmable LED driver iW3610 series. Before coming to iWatt, Jerry worked for Delta Electronics, N2Power, and National Semiconductor. 

2:50pm-3:10pm Refreshment Break

Session 3: Analysis of the Chinese LED Industry 

3:10pm-3:30pm Challenges Facing the Chinese LED Inudstry: Upstream

Tieman Zheng
CEO
Shandong Inspur Huaguang Optoelectronics Co. LTD

Mr. Zheng is CEO of Shandong Inspur Huaguang Optoelectronics Companyand Chairman of Shangdong SSL Alliance.  He won Best CEO of LED Industry 2010 and 2011. Prior to LED, Mr. Zheng was in charge of 3 major laser projects under the Chinese government’s 863 Plan.  He has received numerous awards for contribution in science and technology. 

3:30pm-3:50pm Challenges Facing the Chinese LED Inudstry: Midstream

Garry HUA
CEO

Inventronics Co. LTD

Dr. Gary Hua served as Research Associate and Scientist in the Center for Power Electronics Systems at Virginia Tech for five years, with over 70 papers published in international magazines and conference proceedings. He is a co-founder and former VP of Engineering of VPT Inc., which is now one of the largest military/aerospace power companies in the world. He is also the founder and former President of e-Power Co., Ltd, now a wholly-owned affiliate of the NASDAQ-listed Bel Fuse Inc. In August 2007, Dr. Hua founded Inventronics Co. Ltd, which is currently one of the largest LED driver vendors in the world. In 2008, he founded LED One Co. Ltd, which specializes in LED lighting products. He has been awarded 17 US patents.

3:50pm-4:10pm Challenges Facing the Chinese LED Inudstry: Downstream

Ling Xiao
CEO

Shenzhen Collection Enterprises Co., Ltd

Ms. Ling Xiao is Chairman of Shenzhen Collection Enterprises Co., Ltd.  Throughout her career, she has been engaged in enterprise management and international marketing with modern business management theory and practical experience. In 2003 she founded Shenzhen Collection Enterprises Co., Ltd., which focuses on developments in the field of LED lighting applications and innovation. After lengthy testing in the Japanese market, Collection has successfully developed into a brand with international influence. Today the company’s products are sold to high-end markets in Japan, Europe and the United States in a large volumes.

4:10pm-5:00pm Panel Discussion

Moderator: 

Xiao Fei (Jack) Zhang

CEO

Gaogong LED

Dr. Xiao Fei (Jack) Zhang is the founder of GaoGong LED (GG-LED) Enterprises. GG-LED's market research institute, monthly magazine, "GG-LED", and website, GG-LED.com cover all aspects of China's LED industry. Dr. Zhang is a frequent speaker at conferences and holds numerous positions in industrial organizations. Dr. Zhang worked for more than 10 years in the United States as founder of Digital Module, Vice President at Omni Space Technologies Corp., and as a senior engineer at Texas Instruments before returning to China.

5:00pm-7:00pm Networking Reception

Thursday, May 24

Session 4: Government Programs and Regulations

9:00am-9:40am 
Implementation of China’s 12thFive-Year Plan: the SSL Strategy & Subsidy Programs

Yuan Fu

Manager, Consulting Services Department

China Solid-State Lighting Alliance

Solid state lighting is regarded as one of the key emerging strategic industries in China, with multi-facet featuring potentials of energy-saving and lighting experience enhancement for consumers. Chinese government has always attached great importance to LED industry. Up to recently, LED lighting products are gradually adopted by Chinese people and increasingly used in the mainstream lighting applications enabled by the rapid advances of the LED technology. Especially since 2011, in order to invigorate domestic market and boost domestic demand, incentives program and corresponding subsidy policies from Chinese government is expected to promote the industry into a new era. Various subsidy policies, incentive programs, financial tools like EMC/ESCo and continuous support from the demonstration projects will spearhead the SSL campaign by removing or easing market penetration barriers and increasing consumers’ awareness on LED. This presentation will provide in-depth analysis on the 12th Five Year Plan for SSL Industry Development in China, in terms of policy rationale, incentive programs, industry boosting scenarios and synergistic impact on the consumer adoption, under the framework of energy conservation and emission reduction, further strengthened international collaboration and open innovation.

Yuan Fu joined the Beijing New Materials Development Center in 2003 as associate manager of the Research and Development Division. Currently he is the manager of the Consulting Services Department of the China Solid-State Lighting Alliance (CSA), He is mainly in charge of SSL industry research, industry supply chain analysis, market demand analysis, industry competitiveness assessments and customized ad hoc industry research for leading enterprises in China and across the globe. Mr. Fu has deep understanding of the international SSL industry’s development status, technology trends, industry policies and industry IPR strategies. He recently received professional training certification from the Lighting Research Center in the US in recognition of his dedicated work in international SSL testing and standardization.

9:40am-10:20am 
How to Win in US: First Get Through US regulations for LED Lighting

Paul Nie

CEO

HaoLED

Under US regulations, a wide range of consumer and industrial products is subject to standards. Product certification is the process of verifying that a product has passed safety, performance, and quality assurance tests or qualification requirements stipulated in contracts, regulations and specifications. The US buyers and importers hesitate to buy LED lighting from China when they see the uncertainty of quality and risk of procurement, and the Chinese manufacturers and exporters also hesitate to sell LED lighting to the US market when they see the high entry barriers like UL and Energy Star certification. This presentation will address what both manufacturers/exporters and buyers/importers need to know about regulatory requirements, quality assurance requirements and challenges to overcoming the technical barriers, with a view as to how to make successful business between two countries.

Paul Nie, is a founder and CEO of HaoLED, a creative sourcing firm aiming to bring qualified LED/Lighting products to international market. With 15 years experience in conformity assessment and quality assurance for lighting and E&E products, Paul is familiar with the requirements, regulations and rules for global market. Prior to founding HaoLED, Paul helped international testing companies set up China operations, and built up international operations for Chinese testing firm. Paul was Vice President of CTI, the largest Chinese non-government testing company, Managing Director of DEKRA CTI, and General Manager of Intertek China.

10:20am-10:40am Refreshment Break

Session 5: Components and Lighting Applications

10:40am-11:20am 

Key Components Drive the SSL  Revolution

Shao Jiaping
Vice General Manager

Cree China

The core technologies of chips, phosphors and packaging for LED key components aiming for solid-state lighting general illumination applications will be discussed in this presentation. The ease of usage, the application specific and the performances leading (efficacy, CRI, color consistency and color stability etc) LED components' further development trends are also described. With the system-level integration and cost-down, more and more lighting controls' and lighting designs' considerations are gradually focused on the LED lamps (lighting source) and the LED fixtures/luminaires (lighting engineering) developments, this paper would have a brief summary on this. And for both of the retrofit or replacement installations and the totally-new installations applications, the different end-market / end-usage demands and the related different LED key components' specific features are compared. According to all the above-mentioned discussions, some conclusions are drawn then to guide the future designs and developments.

Shao Jiaping is currently the Vice General Manager of Cree China. He joined Cree in April 2007 and was appointed to be in charge of Cree Eastern China (Northern China and Central China regions) Sales & Marketing in July 2009. Prior to that position, he was Technology Director and concurrently XLamp Product Manager at Cree’s Technology Centre in Shanghai beginning in February 2008.

11:40am-12:00n 
Retail Lighting Benefits Enabled by LED Arrays

Jason Posselt

Vice President of Channel Marketing

BridgeLux

This presentation will discuss how new LED technology developments are driving luminaire design for retail applications and enabling innovative shop lighting design to help increase revenue. This will be demonstrated by unique case studies from recent retail lighting installations using LED array-based luminaires illustrating how various lighting effects are achievable with these LED-based solutions. The discussion will focus on the demonstration of the value proposition of solid-state lighting unique to the retail lighting segment such as: high quality light; creating an enticing environment; making customers comfortable; and driving purchases. It will be shown how LED light sources optimized for retail lighting also deliver significant improvements in energy efficiency, high light density output without heat or UV in the beam, and a paybck approaching two years.

Jason Posselt has more than 16 years of product development and marketing experience in the high power solid state lighting industry.  He began his career in the product development group of Hewlett Packard, focused on the development of the first high power LED, later branded as Luxeon.  Mr. Posselt has since held multiple commercial roles in solid state lighting including the areas of product marketing, market development, business segment management, and channel marketing.


12:00pm-1:30pm Lunch

Session 6: International Developments in SSL

1:30pm-2:10 pm 
How to Win: Case Study -- Schiphol Airport, Amsterdam

Alexander Hanrath
VP Corporate Development and Finance
Nualight  

2:10pm-2:50 pm 
Perspective on the Dynamics of the Korean LED Market 

Danny Noh

President

LED TechNoh

While the LED market has presented an optimistic future to the world for many reasons, Korea has been in the front seat of roller coaster ride for last two years. Major MOCVD suppliers put forth the biggest effort of sales and customer service in 2009 and 2010, thanks to the two biggest display makers; thus the largest MOCVD orders occurred in 2010.  However, the situation in 2011 has been drastically reversed, and there were no MOCVD orders.  Moreover, the LED lighting market didn’t show any considerable growth, similar to the situation in other countries, except Japan. This presentation will provide a review of the dynamics of the Korean LED market of 2011 and 2012, and will address recent developments, including government initiatives and a support plan to encourage growth for both large and small-to-medium size companies.

Dr. Danny Noh is an independent consultant in various market sectors of LED supply chain from market research, solid-state lighting application, packaging, epi/chip, sapphire ingot to MOCVD manufacturing technology.  He was General Manager of Asia Pacific's Compound Semiconductor Division of Veeco Instruments, a leading provider of MOCVD equipment, also used to be in charge of LED business at Jusung Engineering in Korea.  During his 16 year tenure at Veeco/Emcore, he was primarily responsible for all Asia-Pacific business in the HB LED industry, including Korea, Taiwan, China and Japan.  He has more than 20 years of experience in compound semiconductors and has established strong customer relationships with the regional leaders of the industry. Dr. Noh received his PH. D. in Materials Science from Stevens Institute of Technology, New Jersey and his B.S. from Han Yang University, Korea. 

2:50pm-3:10pm Refreshment Break

Session 7: Winning Strategies for SSL

3:10pm-3:50pm 

How to Win in the Future: LEDs for Agriculture

Wen -Yung Yeh,
Electronics and Optoelectronics Research Laboratories
Industrial Technology Research Institute, Taiwan.

This presentation will discuss how LED technology can provide a positive impact on animals and plants to increasing farm production. This issue is becoming more and more important since the world is predicted to face a food crisis in the near future, and that means the market for LEDs in agricultural applications can potentially grow very rapidly. LEDs have the advantages of high efficiency, adjustable spectrum, long lifetime, and small size. Through a smart control system, we can provide suitable light for different growth stage of the plant to get the maximum growth rate of the plant. By extending this concept to the husbandry and fishery field, we can also increase both the farm produce and the catch of fish by using a suitable LED lighting system.

Dr. Wen-Yung Yeh started his career at ITRI in 2002, and is currently the division R&D director in the Electronics and Optoelectronics Research Laboratories.  He leads the projects on On-chip AC LED, PhC LED, Micro-array LED and innovative LED applications. 

3:50pm-4:30pm 

How to Win in Global Markets

Irving Pun

Director of Corporate Strategy and Global Markets Development

Civilight Semiconductor Lighting Co.

Since 2010, the hottest topic in the Chinese LED lighting industry has been how to enter international markets.  One has to do homework to seek out where the best opportunities are.  The foreign markets operate differently and much research needs to be done prior to investment. Since 2006, Civilight has gained the support of the world’s top lighting companies for its OEM business. It has also established its own brands of LED lighting products in the European markets. This presentation will share some Civlight’s experience in building an international LED lighting business as a Chinese manufacturing enterprise.

Irving Pun is the Director of Corporate Strategy and Global Markets Development for
Civilight Semiconductor Lighting Co., Ltd. He has been working in the LED lighting business for eight years in international market development and branding. As a young Chinese company in the lighting industry, Irving and his Civilight team members have successfully established Civilight brands in global LED lighting markets. Irving works closely with world-leading lighting companies such as Osram, Philips, GE and Sylvania in both the OEM and ODM business. Furthermore, Irving has experience in the IT industry for Phoenix Technologies (embedded system support); Mustek (consumer electronics and digitals); and Dascom (telecommunication solutions).

4:30pm-5:00pm 
Panel Discussion: How to Win

Moderator:

Ella Shum, Strategies Unlimited

Panelists:
Paul Nie, HaoLED
Wen Yung Yeh, ITRI
Irving Pun, Civilight

Danny Noh, LED TechNoh

5:00pm  Adjourn