Osram Case Study

The world of CDT and its partners
Pictiva™ Displays
Osram Opto Semiconductors
Origins Applications
The Pictiva™ brand name was born when The intrinsic advantages of P-OLED
OSRAM Opto Semiconductors was displays were clear: high brightness and
among the first companies to recognise contrast, low power consumption, wide
the potential of OLED technology for the viewing angle, ultra-fast response, very
next generation of displays. Today, the thin form factor and many other properties
Pictiva brand is a global leading supplier were evidently of interest to display users,
of passive matrix monochrome OLED while the simpler bill of materials and
displays with an expanding range of potential for low cost production
colours and sizes for a very wide range of promised benefits to display makers too.
applications.
In a market dominated by LCD displays, it
The story of Pictiva began in 1999, when might have been expected that early sales
polymer organic light emitting diode (P- would mainly be straight replacements for
OLED) technology was being developed LCD, yet Pictiva took a more fundamental
at Cambridge Display Technology (CDT), marketing approach and focussed on
and the fundamental performance was finding applications which exploited the
improving to the point where commercial particular benefits of P-OLED displays.
applications could be considered. One of This allowed product designers to add
the first CDT licences was obtained, and value through superior user functionality
plans were laid for the manufacture and or display quality. Pictiva makes available
marketing of a range of small displays. a Reference Design Kit, complete with
displays, driver and PC software, and this
“I can claim to be one of the very first makes testing and prototyping a simpler
users of OLED technology, when I proposition for those new to P-OLED
strapped an early device to the front of my systems.
Osram Opto Semiconductors’
bicycle one night in Cambridge to help
Pictiva range is the global light my way home!, laughs David Lacey, The single most dramatic example of
leader in monochrome now General Manager of the Pictiva success for P-OLEDs to date has to be the
P-OLED displays today business. However, it is the displays sector MP3 player, where a high proportion of
rather than lighting which has seen the these burgeoning devices incorporate the
fastest uptake of P-OLED technology. new technology. The low power
consumption – OLED pixels consume
power only when lit – thin form factor and
attractive colour options have given
designers new flexibility to develop
product differentiation in a crowded
market.
Case Study Osram Opto Semiconductors
Product Range The Future

The Pictiva range has grown steadily, and today The global Pictiva sales team continues to find new and
comprises a wide stock range which can be selected from exciting applications for P-OLED displays, ranging from
a catalogue on the Pictiva web site at www.pictiva.com, in-home audio systems and professional sound mixers, to
as well as bespoke products. In 2006, Osram Opto undersea dive watches which operate in pitch dark and at
Semiconductors expanded the standard range of colours very low temperatures. Healthcare, manufacturing
to twelve. The largest standard display is a letterbox industry, office equipment and many other sectors have
shape of 6.5 inches diagonal. featured in addition to the more obvious consumer
electronic products.
Manufacturing of the P-OLED product range is carried out
at Osram Opto Semiconductors’ plant in Penang, Osram Opto Semiconductors would acknowledge that its
Malaysia. The production process involves spin coating, a biggest problem at present is keeping pace with demand;
tried and tested method of producing thin, even films of a demand which is expected to continue as more
material in solution. “Spin coating offers good uptime, consumers become aware of P-OLEDs and their
high throughput and low cost, especially compared with, expanding potential.
for example, vacuum deposition”, says David Lacey.
CDT and Pictiva continue to work together as the

opportunities and challenges of the P-OLED market
evolve. Both parties have been able to increase the
lifetime and efficiency of displays enormously since the
early days, and today, Pictiva products can achieve
55,000 hour lifetime in use over its full range of devices.
Contact Information
Osram Opto Semiconductors
Asia: +60(4) 631-8100 prasia@osram-os.com
Europe: +49 (0)941-850-3535 pr@osram-os.com
North America: +1-888-446-7726 ext.4310 info@osram-os.com
Web: www.pictiva.com
Cambridge Display Technology Limited

Building 2020, Cambourne Business Park
Cambridgeshire, CB23 6DW, United Kingdom
Tel: +44 (0) 1954 713600 Fax: +44 (0) 1954 713620
Email: info@cdtltd.co.uk www.cdtltd.co.uk

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The world of CDT and its partners

Product Range The Future

CDT and Pictiva continue to work together as the

Cambridge Display Technology Limited

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