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Samsung's transparent and flexible display

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These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Transparent and Flexible Displays. Transparent displays provide new forms of value to users particularly in the form of better augmented reality. They also make bi-direction games and other forms of communication and entertainment possible. They can be used in tablet computers, mobile phones, and other electronic devices by tech junkies and other potential users. These slides also explain other aspects of the business model such as the method of value capture, scope of activities, and method of strategic control.

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Samsung's transparent and flexible display

  1. 1. Transparent and Flexible Display Presented by: Du Pei –A0134166 Ma Yue –A0133465 Miao Dongchen–A0133499 Zhang Haoxin–A0133720 Zhang Siyu–A0133782
  2. 2. Agenda Introduction Value proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion
  3. 3. What is Transparent and Flexible OLED Transparent OLED (TOLED) •Transparent substrate, cathode and anode •Bi-direction light emission •Passive or Active Matrix OLED •Useful for heads-up display •Transparent projector screen •glasses
  4. 4. What is Transparent and Flexible OLED Foldable(Flexible) OLED •Flexible metallic foil or plastic substrate •Light weight and ultra thin •Reduce display breaking
  5. 5. What is Transparent and Flexible OLED Transparent + Flexible OLED •Transparent and plastic substrate with transparent cathode and anode
  6. 6. Agenda Introduction Value proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion
  7. 7. Transparent OLED display -value propositions •Possess the advantage of OLED Richer (Lifelike) colors, faster response time, Power efficiency and etc… •Transparence -Augment realities. Realize 3D effect by piling several transparent OLED display together.
  8. 8. Transparent OLED display -value propositions •Transparence -Augment realities. Show the details of Scenery you see
  9. 9. Transparent OLED display -value propositions •Transparence -Augment realities. Can be display windows showing details of goods and exhibits and adding values to exhibits and goods.
  10. 10. Transparent OLED display -value propositions •Bi-direction displaying. •You can see in the front and back of the Display panel. Advance working.
  11. 11. Transparent OLED display -value propositions •Bi-direction displaying. •Double displaying games:
  12. 12. Flexible OLED display -value propositions •Possess the advantage of OLED Richer (Lifelike) colors, faster response time, Power efficiency and etc… •Curved display Curved TV, Curved mobile devices
  13. 13. Flexible OLED display -value propositions •Fordable Fordable mobile devices. •Flexible –Resistance to external force •Can be Ultra thin. •Compatible to Roll-to-Roll printing Mass production, lower cost
  14. 14. Transparent and Flexible OLED display -value propositions •Making transparent display products flexible. •Making flexible display products transparent. •Exploit the applications and enhance performance. •Giving much sense of high-tech Aesthetics for being both transparent and flexible.
  15. 15. Samsung –leader of display market •Leading developer and integrator of transparent LCD solutions for retail and advertising; yet to make commercial debut with OLED based transparent and flexible displays. •Currently working on transparent display panels for mobile application. •Offers medium to large sized transparent display panels; large sized panels targeted at advertising billboards and refrigerator door. •Being the largest supplier of active matrix OLEDs, Samsung is likely to become a major player in the domain of transparent and Flexible displaysas well.
  16. 16. Agenda Introduction Value proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion
  17. 17. Market Segment Samsung TOLED/FOLED/ TFOLED Display Panel Electronic Products Large Scale Medium and Small Scale Smart Window, Public Display, Display Window, etc… TV, Monitor, Notebook PC, Augment Reality Display, Gaming House; Mobile Phone, Music Player, Automobile, Camera, MP3, DVD Players, etc…
  18. 18. Customer Selection •Focus Groups: •Mobile Device producer •Travel enthusiast •Domestic appliance producer (Like refrigerator interface) •Architects •Corporate Show Room and Department Store •Education
  19. 19. Customer Selection Mobile Device producer •Light weight and ultra thin •Reduce display breaking
  20. 20. Customer Selection Travel enthusiast •Capture the buildings near you •Show the details of Scenery you see
  21. 21. Customer Selection Domestic appliance producer •Show what you have put in the refrigerator •Show the expiration date of the food •Show the nutrition of the food
  22. 22. Customer Selection Architects •Beautify our city •Transmittance of the glass •Commercial purpose
  23. 23. Customer Selection Corporate Show Room and Department Store •Attract female customers •Benefits retailers
  24. 24. Customer Selection Education •Transparent blackboard •No need to turn around •Students may be curious about it and concentrate on what the teacher say •Students can sit on the both side of the blackboard
  25. 25. Value Chain suppliers Application Service Provider Retailer Consumer Reture & recycling Panel makers OLED device technology R&D OEM Cathod & Anode, Substrate (provider), Driver ICs OLED Color filters Conductive Layer Chemical IPR for: TOLED, FOLED, TFOLED ; Material improvements TOLED Panel Maker, FOLED Panel Maker, TFOLED Panel Maker Smart Window Smart Container Smart glasses TV, Monitor Notebook Mobile Phone Public Display Camera Automotive Monitor MP3 Gaming stations DVD Players Dept Store Direct Catalogue Distributors E commerce Mass Merchants National Chain Collection Refurbishment Dismantling Recycling Compinents Recycling Materials Bio-decay America Japan Europe China Asia Pacific Middle East OS Applications
  26. 26. Agenda Introduction Value proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion
  27. 27. Value Capture Large Scale Medium Scale Small Scale Customized Design & Application Service Provider vendors System Maintenance Service Provider End User--- Customer Design/ Application order Display solution-> <-products market feedback-> License fees-> <-Technical Spec <-Serving fees Troubleshooting/maintenance-> <-Franchise Products-> Panels-> Supplier R&D Panel Maker OEM Large Scale Supplier R&D Panel Maker OEM Large Scale Customized Design & Application Service Provider Distribution &Installation Service Provider System Maintenance Service Provider End User--- Customer Design/ Application order Products-> Display solution-> <-products market feedback-> License fees-> <-Technical Spec <-Serving fees Troubleshooting/maintenance-> Panels-> Supplier R&D Panel Maker OEM Supplier R&D Panel Maker Customized Design & Application Service Provider vendors System Maintenance Service Provider End User--- Customer Design/ Application order Display solution-> <-products market feedback-> License fees-> <-Technical Spec <-Serving fees Troubleshooting/maintenance-> <-Franchise Products-> Panels-> OEM Medium Scale Small Scale
  28. 28. Agenda Introduction Value proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion
  29. 29. Samsung history •The rise from manufacturer of low end, cheap knockoffs to becoming the 9thbest global brand
  30. 30. Samsung SWOT analysis •Strength: •Brand: 9thbest global brand; 19thin brand value (Sources: InterBrand). •Focus on Innovation product. Focus on high end market. •Leader in display: 15.1% market share. Potential to be a major player in TOLED, FOLED and TFOLED market. •Mobile phones: 21.6% market share (Sources: Samsung Electronics Strategies) •Largest TV manufacturers: 15.1% global market share. •A major player in many Domestic appliances. 13.5% and 9.2% market share in washing machine and refrigerator respectively. •Weaknesses: •Lack of product differentiation. •Main competitors are largest customers.
  31. 31. Samsung SWOT analysis •Strength: •Brand: 9thbest global brand; 19thin brand value (Sources: InterBrand). •Focus on Innovationproduct. Focus on high end market. •Leader in display: 15.1% market share. Potential to be a major player in TOLED, FOLED and TFOLED market. •Mobile phones: 21.6% market share (Sources: Samsung Electronics Strategies) •Largest TV manufacturers: 15.1% global market share. •A major player in many Domestic appliances. 13.5% and 9.2% market share in washing machine and refrigerator respectively. •Weaknesses: •Lack of product differentiation. •Samsung’s own Software applications are not popular. •Main competitorsare largest customers.
  32. 32. Samsung SWOT analysis •Opportunities brought by TFOLED: •Increase diversity of product. •Further improve the reputation of Samsung of being high-end and inspiring digital life. •Potential to use TFOLED to enter new market (Like Transparent and Flexible PC, wearable devices, True color E-book) •Being first mover to and Dominant the future display and Domestic appliances market. •Strong partner relationship with high end electronic product organizations. •Threat brought by TFOLED : •Product cannibalization. •Increasing R&D expenses. •Uncertainty of customer preferences.
  33. 33. Samsung Scope of Activity OLED Device Technology R&D Fabrication equipment R&D Manufacture of Fabrication equipment OLED base Material production R&D for production process R&D for OLED base Materials, For volume production OLED components manufacture FPD Screen Manufacture In volume IPR licensing For fabrication process OLED Production Technology licensing OLED Technology licensing 1 Basic R&D for IPR licensing 2 OLED base material manufacture 4 OLED production line equipment 5 OLED screen manufacture End-Users Return & recycling Branded sales & distribution & Retailer 7 OLED screens in end-users Cathod& Anode Substrate Color filter Conductive layer supplier 3 OLED raw material supplier Collaborate with supplier Touch application Display application Operation application 6 OLED Application service provider Alliance with provider
  34. 34. Samsung Scope of activities •To handle the threat and weakness: suppliers Reture & recycling Application Service Provider Retailer OLED device technology R&D Consumer Panel makers OEM Outsource Collaboration
  35. 35. Agenda Introduction Value proposition Market Segment & Customer Selection Value Capture Scopes of Activities Strategic Control Conclusion
  36. 36. Samsung Strategic Control ProductStrategy MarketingStrategy Multiple brand strategy IPprotection Product competitiveness Product portfolio Mobile phone first Exclusive experience store Partnership Global sponsorship
  37. 37. Samsung Product Strategy for TFOLED •Highpricestrategywithhighmargin. •Safety •Quality IP protection Product competitiveness TEXT Product portfolio
  38. 38. Samsung Product Strategy for TFOLED IP protection •Short-termtechnologicalleadership •Complementarynature •PatentThicket •Standards&Partnership
  39. 39. Product competitivenessSamsung Product Strategy for TFOLED •High entry priceandhighmarginpolicy •Safety •Highquality
  40. 40. Product portfolioSamsung Product Strategy for TFOLED •End products •Displays for end products— modular design
  41. 41. Samsung Marketing Strategy for TFOLED Multiple brand strategy Mobile phone Exclusive experiencestore Complementary assets Global sponsorship
  42. 42. Samsung Marketing Strategy for TFOLED •Multiple Brand Strategy: •Obtain greater shelf space and leave little for competitors’ products •Fill price and quality gaps •Cater to brand-switchers users •Generate internal competition
  43. 43. Samsung Marketing Strategy for TFOLED •Mobile phone: •Marketing focus on mobile phone because highest ROI •Increasing on advertising expenditure, from 1% to 3.5% •Establishing a company-wide “Global Marketing Team”
  44. 44. Samsung Marketing Strategy for TFOLED •Exclusive Experience Outlet: •More experience outlets should be set up in different countries •Sellers are required to demonstrate the unique function of TFOLED products •Interactwithcustomers
  45. 45. Samsung Marketing Strategy for TFOLED •Complementary assets: •Retailers •Collaborate with OEM players to manufacture products with high quality •Alliance with premium brands to raise product features(hard ware & software)
  46. 46. Samsung Marketing Strategy for TFOLED •Global sponsorship: •Sport events are the key choice •Fashion Week with visibility in premium locations •TVseriesandmovies •Charity
  47. 47. Q&A
  • SagarShivanagutti

    Apr. 25, 2020
  • burtonlee1

    Apr. 23, 2020
  • SangjunHa2

    Mar. 18, 2019
  • LaureateMessiah

    Nov. 6, 2018
  • SaiPrathap4

    Oct. 15, 2018
  • SunDell1

    Nov. 28, 2017
  • navyabuyyani

    Nov. 1, 2017
  • HareeshVP

    Aug. 27, 2017
  • FaisalAli150

    Feb. 21, 2017
  • ssuser67f5e6

    Jun. 25, 2016
  • bradcooper.com.au

    Mar. 17, 2016
  • wheizhngseow

    Dec. 5, 2015
  • AMALSSTALIN

    Sep. 12, 2015
  • angelivanov1

    Nov. 24, 2014

These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Transparent and Flexible Displays. Transparent displays provide new forms of value to users particularly in the form of better augmented reality. They also make bi-direction games and other forms of communication and entertainment possible. They can be used in tablet computers, mobile phones, and other electronic devices by tech junkies and other potential users. These slides also explain other aspects of the business model such as the method of value capture, scope of activities, and method of strategic control.

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