Exclusive Interview with Eran Fine, Oree Inc.
Nov 15, 2011
LEDs Review received an exceptional opportunity for an exclusive interview with Eran Fine, co-founder and president of Oree Inc., a leader in the innovative planar LED lighting solutions. Mr. Fine has presented Oree's most recent developments at the LEDs 2011 conference and has been able to share his insights with our readers.
LEDs Review: Please tell us and our readers about yourself and your company.
Eran Fine: Established in 2006, Oree Advanced Illuminations is the pioneer of LED planar light sources and creator of the LightCell™. I am the co-founder and president of the company.
Oree employs a team of experienced experts in multi-disciplinary fields (physics, materials, chemistry, electronics, etc.) in charge of R&D and operation of the automatic production line. We have more than 40 patents including IP on remote phosphor technology dating back as early as 2006.
Oree's technology is disruptive because we have optically packaged LED dies in a unique way by embedding the LEDs in a super-thin light guide designed to spread the light with minimum loss and highest degree of uniformity over the entire surface. The result is the LightCell - a paper thin, high performance flat LED light source, with the maximum illuminated area thickness of 3.5mm. Unlike other LED light sources, the LightCell is not a point light source, but rather it distributes light evenly over the entire surface. LightCell technology opens a new world of possibilities in design for the lighting, furniture, automotive and the electronic industries, not only because of the technical aspects, but also in terms of pricing, with a cost impact 30-40% less than any competitor.
LEDs Review: How did the company begin and what makes it unique?
Eran Fine: The need for a thin yet powerful and efficient planar lighting module came from the growing market of LED displays. Oree's first model, the color LightCell, was originally designed for these applications.
But realizing the potential and high demand for energy efficient and thin light sources in the lighting field, Oree has developed a more powerful white LightCell for the architectural and general lighting industry. The LightCell is completely unique with an illuminating area of (70x70)[mm²], highly efficient, powerful (max. 204 lumen) and with CRI of 95.
Incorporating its unique physical attributes with unparalleled optical quality, Oree has managed to distinguish itself by providing the most advanced true planar lighting module to date. We have accomplished this without making any compromise on efficiency or quality, and are able to offer it at a substantially lower price than other planar solutions.
LEDs Review: What are the technical characteristics and advantages of your planar lighting?
It is also possible to view the White LightCell in this link
LEDs Review: What potential difficulties can you envision for your lighting design customers when they start using your LightCell? How will you help them to overcome the problems. If you already have a success story of a productive collaboration, please share it.
Eran Fine: Fundamentally the LightCell is LED-based; the same challenges facing any LED design will also have to be met here. Perhaps none more obvious as the thermal management issue.
In the world of LEDs, thermal management is key for ensuring reliability, output and color maintenance over time. Careful application design is critical and simulations and lab testing have to be made to each design.
Thinking ahead on applications, we have designed a module consisting of several cells in different formations. This module is complete with a heatsink and can be built as a self sufficient/ready-to-use module for retrofitting and product design.
Control is another common subject for all LED applications. Oree's LightCell can be operated with third-party drivers, but we also have proprietary devices available for our customers, enabling us to tailor driver capabilities to requirements and stay true to our goal of providing an efficient and cost-effective system.
Here are two of the first examples of products using the LightCell:
LEDs Review: What are your production levels and what markets are your priority at the moment?
Eran Fine: We own and operate a fully-automated high-volume production line, and we can meet any production volume required. We only make the LightCell but interest in our product at this stage is in the general lighting industry, furniture and refrigeration.
LEDs Review: With the LED prices falling down rapidly, how will you keep up with the competition? What are your current prices (if you can share this information, of course)
Eran Fine: We are very proud to have been able to price the LightCell comfortably from day one by careful and creative planning, without any compromise of efficiency and thickness.
We are very committed to cost reduction, and it's been done on a continued basis. Along with the cost reduction due to ever growing production cycles and overall LED price drop, we are confident that the LightCell will prove to be more attractive in terms of cost as time passes.
LEDs Review: What applications would benefit the most from using your product?
Eran Fine: The Lightcell is distinguished by its physical dimensions, optical performance, efficiency and price. All applications in need of any of these characteristics will benefit from it.
For example, under cabinet/shelf lighting: you can not only do "under shelf" but you can do "in shelf" -- embedding the LightCells in the wood itself. It's economical to operate and with its exceptional light quality, will add a lot to the design in a subtle yet noticeable way.
Floor or ground recessed fixtures could benefit a lot from the LightCell. It will completely flatten the fixture and provide a soft glare-free light, and will not radiate heat on the glass or cover making it safe for walkover.
LEDs Review: What future exciting applications and innovative lighting solutions is Oree working on? What are your plans for the upcoming year?
Eran Fine: Oree makes LightCells for companies to integrate them in their designs. Our main focus at this stage is cost reduction and technical improvements.
Our next generation white cells will have 50% more output with a targeted 30% cost reduction, and are due by Q4 2012. We are very excited about future prospects following new technologies and expect even greater advancements in the near future.
For more information please refer to www.oree-inc.com
Author: Julia G.
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