Merck 2014 Annual Report Download - page 25

20 MAGAZINE → A crystal clear future
Technology is not merely moving forward
– it is making quantum leaps. In the age
of digitization, our world is undergoing a
breathtaking transformation. The global
volume of electronic data is doubling every
two years, and computing power is con-
tinuously reaching new heights, breaking
one record after another. Cloud comput-
ing, big data and the Internet of Things
are the buzzwords of the digital debates.
As a global communication and informa-
tion medium, the Internet is profoundly
changing people’s day-to-day lives – from
consumer behavior and the exchange of
ideas and experiences, to the transmission
of knowledge.
The information explosion unleashed by
the Web is viewed by social scientists as
the basis of a modern understanding of
democracy, and by economists as a growth
driver. Online marketing along with the
real-time analysis of relevant customer and
market data using digital technologies have
become key competitive factors for com-
panies. Smartphones and tablet computers
have long been making the Internet mobile.
This represents a rapid shift; mobile phones
were once only affordable to wealthy cus-
tomers, who could also use the devices to
tone their muscles. In today’s world, it
would be a real challenge for the average
user to get through a single day without
a smartphone. These networked fonts of
information have gone mainstream and,
in the digital age, are now the constant
companion of people everywhere.
INTUITIVE DISPLAY CONTROL
The situation is no different for Mark Verrall.
He demonstratively swipes his index finger
over his display, smiles and says, “We have
already accomplished a great deal and will
go on to accomplish much more.” Verrall,
who holds a PhD in Chemistry, was recent-
ly appointed Head of Display Materials
R&D. He has been working for the com-
pany for 25 years and has contributed to
the unique success story of liquid crystal
displays (LCDs) – a tale in which the “swipe”
represents a particularly exciting chapter.
“Intuitive touchscreen control is what
turned smartphones and tablet computers
into a mass phenomenon,” says Verrall.
PRODUCTION OF LIQUID CRYSTALS →
IN ATSUGI, JAPAN