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Scott Birnbaum Vice PresidentSamsung Semiconductor, Inc.LCD Group

Green LCD Takes Off

in a Whirlwind of VIDification

Scott BirnbaumVice President, LCD Group

Samsung Device Solutions BusinessAugust 25, 2009

AGENDA» VIDification

» Enabling Technologies» New PenTile Technology » New Panel Structures» New Backlighting Structures

» Experience More – Use Less» Display Technology Enhancing:

Communication, Advertising, Construction, Vending and More

VIDificationExtending the movie experience, everywhere

Where Do Consumers Get Video Content?

““1 million Xbox members use 1 million Xbox members use movie servicemovie service””

““..watched 1.5 billion minutes ..watched 1.5 billion minutes of movies and TV through its of movies and TV through its Watch Instantly video serviceWatch Instantly video service””

Smart Phone Monitor Notebook

VIDification Trend AcceleratesWide Aspect Ratio 16:9Higher Resolution 1080pContent Online, Real-Time, PersonalScreen Size Wider and Bigger

Green Needed Now More Than EverGreen Needed Now More Than Ever

132% 132% CAGRCAGR

Source: Gartner Q209

GREEN Enabler: PenTile

Mobile Megatrend: More Content, Richer Experience

PenTile Technologies

LCD PenTile

OLED PenTile Matrix™

Conventional RGB

LCD PenTile RGBWLCD PenTile RGBW

How It Works Benefits

RedGreenBlue

2x2 pixels

PenTile RGBWPenTile RGBWTMTM

Conventional Conventional RGBRGB High Resolution

Better Light Efficiency Up to 2X

Simple Panel Structure

WhiteWhite is the Newis the New GreenGreen

RGB White

»OLEDs only consume power for active pixels»OLED lifetime tied to current density

• excessive current density shorter lifetime»PenTile can increase the fill factor ratio by

eliminating subpixels• reducing current density • dramatically increasing lifetime

For high resolution OLED applications

RGB Stripe Conventional

4 pixels 4 pixels (33% fewer subpixels)

PenTile Matrix™

OLED PenTile Matrix™

GREEN Enabler: Panel Structure

New Panel Structures

GREEN Enabler: Backlight Structure

SlimSlim

Edge type BLUEdge type BLU

Green Green

Low Power Low Power

Fewer lamps & Fewer lamps & WLEDWLED

Non Dimming4.07W (100%)

1-D Dimming2.17W (53.3%)

You!!

5W5W 3.5~4W3.5~4W 2~3W2~3W

1D Local Dimming

Power Savings with LEDPower Savings with LED

LED ‘07 ‘08 ‘09 ‘10

2% 16% 52% 81%

CAGR (’07~’10) : 5037%

Source : DisplaySearch (2Q.’09)※10” included

Green: Slim & Low Power CCFLSlim & Low Power CCFLLamp ReductionLamp Reduction BenefitsBenefits

W-LED

Energy SavingEnergy Saving

24 W

16 W

2 CCFL4 CCFL6 CCFL(U-Type)

2 CCFL4 CCFL6 CCFL(U-Type)

65W

41 W25W

System Inverter Design SlimSystem Inverter Design Slim

36 mm

36 mm

18 mm

18 mm

Direct 6U Lamp

Edge 4 Lamp

Edge 2 Lamp

10 mm

10 mm @ 20HD+

Increasing Panel Transmittance + Lowering Lamp Power + Enhancing Optical SheetsIncreasing Panel Transmittance + Lowering Lamp Power + Enhancing Optical Sheets

52” FHD120Hz

52” FHD120Hz

20082008 20092009 20102010

Low PowerNormal

Technologies for low power 2009 Products for Low Power - High Transmittance Panel - Less CCFLs Lamp - New Diffusion Plate - New Optical Sheet

Conventional

PrismPrism

Diffuser

New design

New SheetPrism

Diffuser

Patterned Diffusion Plate

30mm 45mm

Size Eco Model Normal Model

26”H 45W 60W

32”H 55W 85W

40”F 110W 180W

46”F 130W 210W

52”F 160W 220W

* Including Tcon board Driving power.

237W200W 220W

160W 160W <100W

Low Power

Normal

Low PowerNormal

Greener TVsGreener TVs

Greener Greener TVs TVs –– CCFL Active DimmingCCFL Active Dimming

CCFL Active DimmingGlobal Dimming

0102030405060708090100

1 2 3 4 5 6 7 8

81% (19%▼ )0102030405060708090100

1 2 3 4 5 6 7 8

59% (41%▼ )

[ Backlight ] [ Panel ] [ Final Image]

CCFL Block Driving Pixel data Compensation Less Power Consumptionwithout Image Quality Loss

+ =

Dynamic CCFL Luminance Control

Lower Power Consumption Reduction

• Block-based Luminance Control • Power Saving ( Ave. >25% ▼ )

GreenerGreener TVs TVs Adaptive Luminance and Power ControlAdaptive Luminance and Power Control

(a) Bright Bulb in the Dark Background= Peak Luminance

(b) Bright Scene = Soft Image

GREEN Enabler: Experience More – Use Less

3D between Hong Kong and London

LCD Displays: a New RealismLCD Displays: a New Realism

Greening of Global BusinessGreening of Global Business

Samsung Samsung Magic Window EnabledMagic Window Enabled82” Samsung DID

Samsung Samsung Magic Window EnabledMagic Window Enabled40” Samsung DID

Social Networking TransformationSocial Networking TransformationSocial Networking Transformation

Interior TransformationInterior Transformation

Samsung Samsung Magic Window EnabledMagic Window Enabled46” Samsung SNB DID

Vending TransformationVending Transformation

Samsung Samsung Magic Window EnabledMagic Window Enabled46” Samsung DID

Driving Waves of Green

JFK Terminal 9

Written up as“Best implementation of digital signage to date”

Samsung LCD Magic Windows:Samsung LCD Magic Windows:The Ultimate The Ultimate VIDifierVIDifier

Samsung Samsung Magic Window EnabledMagic Window EnabledForty 70” Synchronized Samsung DID Screens

THETHE GREENGREEN MAGIC MAGIC

WINDOWWINDOW

Green LCD Takes Off in a Whirlwind of VIDification