Merck 2014 Annual Report Download - page 28

23MAGAZINE → A crystal clear future
EVER BIGGER, EVER SHARPER
But back to liquid crystals. In the fast-
moving electronics industry, manufactur-
ers are focused on reducing their devices’
appetite for energy while extending bat-
tery life. The new Ultra Bright FFS tech-
nology allows the liquid crystal layer to
transmit 15 % more background light,
which can then be used for image render-
ing. This reduces the power consumption
of the device by 30 %. The consumer elec-
tronics industry is characterized by a con-
stant flow of innovations. In particular,
TV screens are becoming larger and larger
with increasingly sharp definition. For
instance, the full HD standard has been
succeeded by ultra HD, where the lines of
pixels have increased from the previous
1,080 to 2,160. Thus, the number of pixels
has quadrupled from around two million
to eight million. Curved screens and com-
puter monitors are likewise providing
improved image quality. How do they do
this? In a conventional flat screen, the
pixels at the edges are farther away from
the viewer than those in the middle, which
can slightly distort the viewer’s perspec-
tive. By contrast, the new curved tech-
nology provides a more three-dimensional
cinematic experience.
MARK VERRALL
“ THESE ARE ALL INNOVA-
TIONS TO WHICH OUR
ADVANCED MATERIAL
DEVELOPMENTS HAVE
CONTRIBUTED, AND THE
MAR
KET CONTINUES TO
EVOLVE
AT AN INCREASING
RATE.”
established itself as the global technology
and market leader. In addition, strategic
acquisitions are being made to secure a
successful future, such as the takeover of
AZ Electronic Materials. “This company
supplies specialty chemicals for other
display components, which makes them
a perfect fit for our portfolio,” Verrall
says. The acquisition of AZ has led to the
creation of the new Integrated Circuit
Materials business unit, headed by
Rico
Wiedenbruch. “Our customers are constant-
ly demanding new materials
in order to
further miniaturize semiconductors and
boost their capacity. We create added value
for them through new products for semi-
conductors with unprecedented levels of
efficiency,” says Wiedenbruch, who is con-
vinced of the business unit’s potential.
“Such products can be highly profitable
and achieve a strong market position with-
in a few years,” he notes.
NEW APPLICATIONS READY
FOR LAUNCH
“These are all innovations to which our
advanced material developments have con-
tributed, and the market continues to evolve
at an increasing rate,” says Mark Verrall,
who proceeds to name even more exam-
ples. For instance, Verrall notes the great
potential of organic light-emitting diodes
(OLEDs), the development of which the
company is also driving. OLEDs are already
being used in the display of many mobile
phones, and they are gaining ground for
use in TV screens as well. Organic
light-emitting diodes are self-illuminating,
which means they require no additional
light source. OLED screens provide more
even lighting and high contrast, among
other benefits. According to Verrall, flexi-
ble OLED displays that can be bent, folded
or rolled up will lead to completely new
possibilities. “The prototypes are very thin
and lightweight, and yet are still robust.
They also possess a particularly high lumi-
nance,” says Verrall. He adds that it might
soon be possible to open up a smartphone
and turn it into a tablet PC. Furthermore,
flexible displays are paving the way for
many other applications – from wrist-
watches and display panels, to decorative
home elements. Soon, buildings fitted with
windows based on LC technology could be
given a futuristic look. These windows
consist of two panes of glass that are glued
together at a distance of a few micro-
meters. The application of a low-voltage
electric current controls how much light
the window transmits, enabling continu-
ously variable switching in just seconds
from light to dark and vice versa. If light
and temperature are optimally managed,
this technology can significantly boost
energy efficiency. It will be possible to
integrate these high-tech windows into
conventional windows with very little
effort.
Just when Verrall is about to launch into the
next example, his smartphone vibrates –
it’s time for his next appointment. Being
constantly available is both a blessing
and a curse of the digital age. No doubt
Verrall could continue to name many
more examples of emerging technologies,
impressive evidence of the quantum leaps
being made by the company.
MICROSCOPE SLIDE →
IN A LIQUID CRYSTALS RESEARCH
LABORATORY IN ATSUGI, JAPAN