Verbatim plans massive growth in professional and consumer lighting with new products
Known for data storage, the company is now one of the world’s fastest growing brands in LED lamps.
Probably best known as a pioneer of data storage technology which it has been involved in since 1969, Verbatim is now successfully shaping the future of LED lamps based on core technologies from Mitsubishi Chemical Corporation (MCC).
From its experience in data storage, Verbatim has demonstrated its expertise in managing the fast pace of new product development and is keen to highlight the progress it has already made in the lighting segment. Having introduced its first range of LED retrofit lamps in September 2010, the company has subsequently enlarged its LED product portfolio. Today, Verbatim’s professional range comprises of over 50 products targeting lighting design specialists, architects and facility managers. A further 25 products, designed for household use, are aimed at general consumers available through electrical, home improvement and online stores.
Verbatim is a subsidiary of Mitsubishi Chemicals, Japan’s largest chemical company and one of the world’s leading manufacturers in raw materials for LEDs. Verbatim has already benefited from pre-established distribution channels being developed in B2B and B2C markets as a result of existing products the company sells.
Verbatim expects that 2013 will shine very brightly for the LED lamp bringing the company many opportunities for growth. Due to a massive number of installed incandescent bulbs and the EU ban on their manufacture and import, Verbatim expects demand for LED lamps to dramatically increase this year. The LED penetration in the European lighting market in 2012 was 15%, which equates to €2.3 Billion. New McKinsey research predicts by 2020, 60% of all lamps and 62% of all fixtures in private households will be based on LED technology, a market worth €8.4 billion. The total LED market in Europe is expected to grow to €17 billion by 2020.
Product innovations and launches
Other groundbreaking new products are in the pipeline. Verbatim recently revealed that Mitsubishi Chemicals has partnered with Seoul Semiconductor to use its proprietary non-polar gallium nitride (GaN) LED technology which can deliver at least five times higher brightness than conventional LEDs. This pioneering manufacturing breakthrough results in increased LED efficiency, allowing lighting fixtures to become significantly smaller and giving lighting specialists greater design freedom.
“We are very excited about adopting gallium nitride on gallium nitride LED chips instead of sapphire or silicon carbide. The move will not only boost the light output of our lamps but will deliver longer term cost savings,” adds Dick Hoogerdijk.
Making its debut at Euroluce in 2011, Mitsubishi’s VELVE™ technology, provided lighting designers with the world’s first and largest commercially available, colour tunable and dimmable OLED lighting solution. This concept has allowed MCC to produce lighting modules that deliver glare-free brightness without producing flickering or excessive heat. Many rival OLED modules are limited because they only produce white light illumination while VELVE offers lighting designers more creative possibilities.
“Verbatim’s VELVE modules are used to create ambient and atmospheric lighting in everyday architectural applications for either decorative or functional use. Users benefit from harmonious soft-light output, integrated calibration and an even distribution of light from panel-to-panel without hot spots, glare or uncomfortable intensity,” notes Jeanine Chrobak-Kando, EUMEA Business Development Manager at Verbatim.
Earlier this year, Verbatim began rolling out its range of stylish LED downlighting fixtures to complement the high-quality and reliable LED lamps it already supplies through B2B and trade channels across Europe.
“Verbatim’s expansion into the LED sector represents the future for our overall product portfolio and business,” concludes Rüdiger Theobald, EUMEA Marketing Director at Verbatim. “2013 will be a year with plenty of opportunities for growth. Verbatim will rise to the challenge and introduce many new innovative lighting products to increase its market position in Europe decisively.”
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Since 2010 Verbatim has been developing and selling energy-efficient LED/OLED lighting products for consumer and business applications, based on core technologies provided by Mitsubishi Chemical Corporation. For more information, please visit http://www.verbatimlighting.com.