Abstract
The Need:
Green-display technology, awareness, regulations and labeling have accelerated
greatly in the last year, and technical advances are rapidly reducing power
consumption. Regulatoryrequirements (such as RoHS and CEC) and voluntary
labeling programs (such as Energy Star, EPEAT, and TCO) are changing the
playing field on which displays and display products are designed,
manufactured, marketed, and sold in fundamental ways. Recycling efforts are
expanding rapidly for e-waste - and displays are a key element of this waste
stream.
So how do all of these factors impact the technology and business roadmaps for
display developers? A large new set of variables and relationships are being
added to the already formidable complexities of making and selling displays
and display-centric products. And the purchasing decisions confronted by
customers are getting more complex, too.
All of this is creating business opportunities and risks, starting with the
decision on whether or not to climb on the green bandwagon to begin with.
Having climbed on the bandwagon, company executives and managers will have to
think hard about how being on the bandwagon should affect their business
practices and corporate messaging? They will find that decisions about how
and why they should market green displays are not simple ones. These are
critical and urgent issues, and this is the first report that addresses them
from a comprehensive, industry-wide perspective with display technology as the
focus.
Report Objective:
The report focuses on the green product and life-cycle characteristics of
three application categories:
These are the products receiving the most attention, and the products with the
largest impacts on energy use and the eco-system. The objective of this
report is to formulate the key questions for the industry, and to answer them
through our interview and analysis methodology. We will also provide insight
into the trends that are shaping the industry and identify the hurdles that
must be overcome. Finally, we will offer recommendation and calls to action
needed to help the industry advance.
Highlights and Areas of Discussion:
- There are many possible definitions of a green display. Any forecast for
green laptops, monitors or TVs depends upon a definition of green. Until this
definition is agreed upon by the industry, a forecast is meaningless. We
explore many of these definitions in the report. Among the defining elements
are:
- Energy use. We explore the trends and options. Among the technologies
contributing to reduce energy use are LED backlights, dynamic contrast, and
proximity and ambient light sensors. Energy reduction in PDPs is coming via
new cell structures and driving circuits, and OLEDs hold a lot of promise
for the future.
- Manufacturing processes and designs that minimize the use of materials,
energy, and resources.
- Transportation and packaging that minimizes the carbon footprint.
- Display recyclability -- both to comply with global mandates and to
minimize costs to manufacturers and consumers. Cradle-to-grave thinking
will ease the pain of the coming era of e-waste recycling, and can even
create business opportunities.
- The reasons behind the green display trend are complex and varied, and the
motivation to be green depends upon where you are in the supply chain.
- Panel makers, branders and vertically integrated product makers have
different motivations.
- Green panel and component manufacturing can mean cost reductions. What
are the options, technologies and strategies?
- Good display design principles can reduce materials, manufacturing and
transportation costs. These principles can also lower the carbon footprint
and greenhouse gas emissions - other factors considered when measuring the
green-ness of a display product.
- Is green a fad, a catch-all for good corporate citizenship, or has there
been a fundamental change in attitude and business practices?
- How do regulations drive the corporate green culture and behavior?
- Can green displays be successfully marketed?
- How do companies approach establish green brands?
- Can green be sold successfully to consumers?
- Is this approach sustainable?
- What is most important in making the sale?
- Does the green display trend change the business model?
- How does the supply chain adapt?
- What is the impact on business models?
- The regulatory and labeling agencies are having a profound impact on
display manufacturing and marketing behavior, and they are influencing
consumer buying patterns.
- What are the roles of agencies like Energy Star, EPEAT, TCO, Eco-leaf
and CEC?
- How are they impacting energy use?
- How are they impacting hazardous substances and emissions?
- How are they changing business practices?
Methodology:
The technical, regulatory and market information in this report is based on
multiple sources, including:
- Discussions with key people in the display supply chain, product
developers and marketers, regulatory and labeling agencies, recycling agencies
and companies
- Trade show visits
- Company visits
- News reports, company press releases and web site reviews
- Analysis of information and forecasts from industry experts
Using these sources, Insight Media' s analysts have surveyed the current status
of the display industry, current display products, and display trends in the
following areas: design; manufacturing; marketing; distribution and recycling;
labeling; regulations; legislation and rule making; and emerging technologies.
In all analysis, primary emphasis has been placed on assessing the impacts of
eco-sensitive and green concerns on the evolving display industry.
Insight Media also hosted and organized the Green Display Expo in Washington,
DC on Oct. 27. This event featured speakers from all aspects of the green
display ecosystem. Information from this event was used to validate the
findings of the report and augment information in certain areas.
Who Should Buy:
- Designers and manufacturers of laptops, monitors or TVs
- Participants in the value chain for the display or display-centric
products industry
- Marketers and retailers of displays or display-based products
- Executives responsible for recycling and end-of-life product issues
- Regulators, regulatory compliance managers, and managers of labeling
programs
- Investors looking for new opportunities or information to support due
diligence
About the Authors:
Phillip Wright, Ph.D., is a highly experienced technical executive with
background in semiconductor, electronic, optical, display and optoelectronic
technology development leading to new products and businesses. He founded WRT
Associates to provide technical consulting and market analysis for emerging
technologies and is collaborating with Insight Media in several areas.
Previously, he managed display technology at Motorola and was Founder and
Director of Process Development and Device Manufacturing of Lytel
Incorporated, a start-up optoelectronics firm. Phil began his career in
development at Bell Laboratories in Murray Hill, NJ. He holds a B.S. in
Engineering from Purdue University; M.S. and Ph.D. in Electrical Engineering
from the University of Illinois.
Ken Werner is a Flat Panel Display and Emerging Display Technology Expert with
Insight Media. He routinely serves as a consultant to brokers, analysts,
members of the international press corps, and companies entering or
repositioning themselves in the industry. Previously, he served as Editor of
Information Display, the display industry' s premier technical magazine from
1987 to 2005. He regularly addresses technical and trade organizations in
North and South America, Europe, and Asia. Ken holds a B.A. in Physics from
Rutgers University; M.S. in Solid-state Physics from University of North
Carolina at Chapel Hill.
Report Statistics
- Number of Pages: 125
- Number of Figures: 45
- Number of Tables: 25
- Authors: Philip Wright, Ken Werner
- Deliverable: PDF file for a single site license
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