Both Osram and Philips are betting on smart lighting, and the layout speed is accelerating.

Like Philips Lighting, OSRAM, one of the traditional lighting giants, is also accelerating the smart lighting business. Although both companies are in the “critical time point” of selling the general lighting business, this does not prevent them from looking for the next new profit growth point.

Recently, Osram decided to merge its intelligent lighting business (LIGHTFY) and digital lighting business unit (DIGITAL SYSTEM) to combine the advantages of both parties to create brilliant results. This move is bound to create synergies and promote the growth of OSRAM in the world.

Whether it is for home or for commercial buildings, LIGHTFY is showing us the future of wireless lighting. With a mobile app on a smartphone or tablet, different personalized moods can be expressed through colorful lights. LIGHTFY PRO is the world's first professional lighting system that can be set up and controlled with mobile applications.

Since last year, the conversion speed of China's domestic lighting market from traditional lighting products to LED lighting products has far exceeded the imagination of most people.

In the industry's view, the lighting market is divided into two parts, some of which are scale-oriented markets. This part of the market is a relatively standardized product. Compared with quality, everyone pays more attention to its cost.

In this field, the market competitiveness of multinational companies represented by Osram is declining. Compared with the domestic LED lighting companies, the scale of production capacity, cost-effectiveness and rapid introduction of automated production lines are gradually catching up and even on some products. It has already surpassed multinational companies.

In the past LED lighting industry, due to fierce competition, the entire market is a "Red Sea" stifling pattern, price wars, channel grabs, marketing propaganda warfare is a common competitive situation.

With the rapid development of the LED lighting industry, the lighting market has been fluctuating in the past two years, the international LED giant split, exit the lighting business, China LED enterprise integration, mergers and acquisitions, running, rising, etc., the global LED lighting market is twists and turns In the middle.

From the perspective of global distribution, in recent years, with the trend of low-cost lighting, Chinese LED manufacturers have gradually emerged, and their market share has increased from 5% in 2009 to 25% in 2015, and the growth has been very rapid.

Then another part of the market emphasizes its technical and traits, including the service to customers, and the requirements in the technical field are relatively high. Intelligent lighting is a typical example.

LIGHTFY was founded in 2013 and generates sales of 20 million Euros per year. In a large event like the European Singing Contest, LIGHTFY's intelligent lighting has become a symbol of OSRAM's innovation.

In March of this year, OSRAM launched Lightify smart light bulbs, which are mainly in the mid-end market. OSRAM Lightify has a standalone Hub that uses a mobile app to scan QR codes for connectivity, as well as mainstream features such as switches and color temperature adjustment.

In the past two years, LIGHTFY's team has established a solid business foundation.

“It is time to enter the global rapid growth phase through internal collaboration,” said Timon Rupp, founder and head of LIGHTFY's Innovation R&D department. The merger with DS will create the right conditions for this competition.

In the past, LIGHTFY has worked closely with other business units to successfully complete the deployment of wireless lighting networks. This merger with DS combines the advantages of both parties to make both parties stronger together.

“After becoming an early investor in LIGHTFY, I am currently waiting for it. I warmly welcome the LIGHTFY team to join DS and continue to write a successful chapter together,” said DS CEO Geert van der Meer.

LIGHTFY has a streamlined organizational structure and a flexible and entrepreneurial way of working. While retaining these features, it will also play a synergistic role with the business unit. The wireless lighting network is the focus of OSRAM's digital strategy.

Therefore, the OSRAM Board of Directors will pay close attention to the merger process. “I want to thank the LIGHTFY team for their outstanding performance and hard work over the years,” said Dr. Stefan Kampmann, Chief Technology Officer. “Whether in the merger process or after the merger, I will continue to serve as a personal tutor. guide."

In addition to integrating its own business, OSRAM is constantly acquiring external quality companies.

Recently, OSRAM acquired a 47.5% stake in Tvilight, a Dutch software expert, to further expand its expertise in urban intelligent outdoor lighting systems. In addition, Tvilight will provide sensing technology and intelligent light management software for OSRAM's smart city solutions.

According to OSRAM's official statement, the acquisition of Tvilight's shares is the response of OSRAM to the growing demand for smart light solutions in the city.

Intelligent interconnected lighting is one of the focuses of OSRAM's professional lighting system solutions. OSRAM has achieved a leading position in urban outdoor lighting. After the addition of Tvilight's products, OSRAM further consolidated its leading position in this field.

Previously, Wu Shengbo, president of Osram Asia Pacific, said that integrating resources will be one of the main directions for Osram's future. "We will consider all kinds of strategic partners. We can consider some products within the product, in terms of products, channels, brands, and partners who are more complementary, the goal is to achieve 1+1>2 Effect."

The strategic layout of smart lighting is not the strategy of the OSRAM family.

Earlier this year, Philips Lighting CEO Eric Rondolat said that Philips decided to sell the OLED device business to a professional partner, which will focus on business and resources to develop innovative intelligent lighting systems.

At the same time, GE's big move in the field of intelligent lighting has also attracted a lot of attention. Earlier this year, GE announced a partnership with industry leaders Qualcomm and Apple to promote smart lighting products. Since then, GE announced that it will launch a new color-changing LED smart light bulb, which will be available at the end of this year.

According to the data, it is expected that the global smart lighting market is expected to exceed 70 billion US dollars in 2018, and the smart lighting market will be further released.

In addition to international giants such as Philips, Osram, GE and Cree, many well-known domestic companies have also sniffed a new opportunity for this new commercial “Blue Ocean”. It is understood that Mulinsen, Op, Sunshine, Sanxiong Aurora, Hongyan, Lidaxin and other enterprises are all in the field of intelligent lighting.

However, for many LED companies, it is not easy to occupy a large share of the market in the smart lighting market. Because this means that the company has undergone a new transformation and upgrading in terms of product technology, supply chain and channels.

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