Samsung Semiconductor, Inc Power Green Lunch

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1 Samsung Semiconductor, Inc Power Green Lunch Samsung Experience June 17, 2009 Technology at the speed of imagination Greening Up ~ Powering Down

2 Leading Tomorrow s Green Magic LCD Window Vidification Is Here Scott Birnbaum Vice President Samsung Semiconductor, Inc. LCD Group

3 Leading Green LCD VIDification Scott Birnbaum Vice President, LCD Group Samsung Digital Solutions Business June 17, 2009

4 VIDification AGENDA Enabling Technologies New PenTile Technology New Backlighting Structures Experience More Use Less Display Technology Enhancing: Communication Advertising Construction Vending

5 VIDification Extending the movie experience, everywhere

6 Where Do Consumers Get Video Content? 11 million Xbox members use movie service..watched 1.5 billion minutes of movies and TV through its Watch Instantly video service

7 VIDification Trend Wide Aspect Ratio 16:9 Higher Resolution 1080p Content Online, Real-Time, Personal Screen Size Wider and Bigger Green Needed Now More Than Ever Smart Phone Monitor Notebook

8 GREEN Enabler: PenTile

9 Mobile Megatrend: More Content, Richer Experience

10 PenTile Technologies Conventional RGB LCD PenTile OLED PenTile Matrix

Better Light Efficiency (up to 2X) - Less # of LEDs or Higher Brightness Simple

11 How It Works LCD PenTile RGBW White is the New Green Benefits Conventional RGB 2x2 pixels PenTile RGBW TM High Resolution - a-si High Resolution ( > 200ppi) Better Light Efficiency (up to 2X) - Less # of LEDs or Higher Brightness Simple Panel Structure - One-third fewer pixels - 1 Chip Driver IC - Lower Power Consumption

12 OLED PenTile Matrix OLEDs only consume power for active pixels OLED lifetime tied to current density Excessive current density shorter lifetime PenTile can increase pixel size by 33% reducing current density dramatically increasing lifetime PenTile technology enabler hi res OLED smartphones RGB Stripe Conventional PenTile Matrix 4 pixels 4 pixels (33% fewer subpixels) For high resolution OLED applications PenTile Matrix offers 30% less current density - larger aperture

13 GREEN Enabler: Efficient Backlighting

14 Power Savings with LED Non Dimming 4.07W (100%) 1D Local Dimming 5W 3.5~4W 2~3W 1-D Dimming 2.17W (53.3%)

15 Green: Slim & Low Power CCFL Lamp Reduction Energy Saving Benefits Direct 6U Lamp 36 mm 65W 24 W 41 W 16 W 25W Edge 4 Lamp 18 mm W-LED 6 CCFL 4 CCFL (U-Type) System Inverter Design Slim 2 CCFL Edge 2 Lamp 10 20HD+ 6 CCFL (U-Type) 4 CCFL 2 CCFL

Greener TVs 2008 2009 2010 Normal Low Power Normal 237W 200W

for Lower Power Size Eco Model Normal Model 52 FHD 120Hz 26 H

16 Greener TVs Normal Low Power Normal 237W 200W 220W Low Power Normal Low Power 160W 160W <100W 2009 Products for Lower Power Size Eco Model Normal Model 52 FHD 120Hz 26 H 45W 60W 32 H 55W 85W 40 F 110W 180W 46 F 130W 210W 52 F 160W 220W

Greener TVs CCFL Active Dimming [ Backlight ] [ Panel

Compensation Less Power Consumption without Image

90 80 70 60 50 40 30 20 10 0 81% (19% ) 1 2 3 4 5 6 7

17 Greener TVs CCFL Active Dimming [ Backlight ] [ Panel ] [ Final Image] + = CCFL Block Driving Pixel data Compensation Less Power Consumption without Image Quality Loss Global Dimming CCFL Active Dimming % (19% ) % (41% )

18 Greener TVs Adaptive Luminance and Power Control (a) Bright Bulb in the Dark Background = Peak Luminance (b) Bright Scene = Soft Image

19 GREEN Enabler: Experience More Use Less

20 LCD Displays Come to Life 3D TelePresence between Hong Kong and London

21 Greening of Global Business Samsung Magic Window Enabled 82 Samsung DID

22 Social Networking Transformation Samsung Magic Window Enabled 40 Samsung DID

23 Digital Walls: Interior Landscaping Samsung Magic Window Enabled 46 Samsung SNB DID

24 Samsung Magic Window Enabled Samsung DID 46 Video Wall Game Ready Samsung LCD TVs

25 Samsung LCD Magic Windows: The Ultimate VIDifier 40 Synchronized 70 screens (JFK Terminal 9) Written up as Best implementation of digital signage to date

26 Transportation Transformation Samsung Magic Window Enabled 70 Samsung DID

27 City Transformations

28 Vending Transformation Samsung Magic Window Enabled 46 Samsung DID

29 Transforms snack vending machines into a Marketing Communication/ Promotional Network. Consumer Digital Out-of of-home Marketing Real time Pulse of the Consumer

30 Consumer Empowerment virtual showcase nutritional/ingredient information No travel -Convenience of a convenience store at an arms length away Vending Operator Efficiency Saves Fuel - More efficient replenishment

32 GREEN MAGIC WINDOW

33 Leading Green LCD VIDification

34 Thank You! Technology at the speed of imagination

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