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.

1. Transparent and Flexible Display
Presented by:
Du Pei –A0134166
Ma Yue –A0133465
Miao Dongchen–A0133499
Zhang Haoxin–A0133720
Zhang Siyu–A0133782

2. Agenda
Introduction
Value proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion

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. What is Transparent and Flexible OLED
Foldable(Flexible) OLED
•Flexible metallic foil or plastic substrate
•Light weight and ultra thin
•Reduce display breaking

5. What is Transparent and Flexible OLED
Transparent + Flexible OLED
•Transparent and plastic substrate with transparent cathode and anode

6. Agenda
Introduction
Value proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion

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. Transparent OLED display -value propositions
•Transparence -Augment realities.
Show the details of Scenery you see

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. Transparent OLED display -value propositions
•Bi-direction displaying.
•You can see in the front and back of the Display panel. Advance working.

11. Transparent OLED display -value propositions
•Bi-direction displaying.
•Double displaying games:

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. 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. 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. 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. Agenda
Introduction
Value proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion

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. Customer Selection
•Focus Groups:
•Mobile Device producer
•Travel enthusiast
•Domestic appliance producer (Like refrigerator interface)
•Architects
•Corporate Show Room and Department Store
•Education

19. Customer Selection
Mobile Device producer
•Light weight and ultra thin
•Reduce display breaking

20. Customer Selection
Travel enthusiast
•Capture the buildings near you
•Show the details of Scenery you see

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. Customer Selection
Architects
•Beautify our city
•Transmittance of the glass
•Commercial purpose

23. Customer Selection
Corporate Show Room and Department Store
•Attract female customers
•Benefits retailers

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. 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. Agenda
Introduction
Value proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion

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. Agenda
Introduction
Value proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion

29. Samsung history
•The rise from manufacturer of low end, cheap knockoffs to becoming the 9thbest global brand

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. 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. 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. 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. 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. Agenda
Introduction
Value proposition
Market Segment & Customer Selection
Value Capture
Scopes of Activities
Strategic Control
Conclusion

36. Samsung Strategic Control
ProductStrategy
MarketingStrategy
Multiple brand strategy
IPprotection
Product competitiveness
Product portfolio
Mobile phone first
Exclusive experience store
Partnership
Global sponsorship

37. Samsung Product Strategy for TFOLED
•Highpricestrategywithhighmargin.
•Safety
•Quality
IP protection
Product competitiveness
TEXT
Product portfolio

38. Samsung Product Strategy for TFOLED
IP protection
•Short-termtechnologicalleadership
•Complementarynature
•PatentThicket
•Standards&Partnership

39. Product competitivenessSamsung Product Strategy for TFOLED
•High entry priceandhighmarginpolicy
•Safety
•Highquality

40. Product portfolioSamsung Product Strategy for TFOLED
•End products
•Displays for end products— modular design

41. Samsung Marketing Strategy for TFOLED
Multiple brand strategy
Mobile phone
Exclusive experiencestore
Complementary assets
Global sponsorship

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. 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. 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. 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. Samsung Marketing Strategy for TFOLED
•Global sponsorship:
•Sport events are the key choice
•Fashion Week with visibility in premium locations
•TVseriesandmovies
•Charity

47. Q&A