LEDs IN LIGHTING CONFERENCE
Track for Lighting Designers, Specifiers, Architects, and Luminaire Manufacturers

Who Will Attend the LEDs in Lighting ConferenceTrack:
• Lighting Designers
• Lighting Specifiers
• Architects
• Luminaire Manufacturers
• Building Owner/operators
• Energy Program Managers
• Regulators
• Energy Analysts
• Consultants

SESSION 1: SOLID-STATE LIGHTING MARKET OVERVIEW

SOLID-STATE LIGHTING LUMINAIRE MARKET TRENDS
Thursday, February 11         1:30 PM - 2:00 PM

SPEAKER:
Vrinda Bhandarkar
Senior Market Research Analyst
Strategies Unlimited

The LED luminaire market place is fast evolving and the presentation will
review the market developments in 2009 while identifying the trends,
opportunities  and challenges facing the industry. The application segments
 will be discussed  and a forecast through 2014 of the LED luminaire and replacement lamp
 markets will be presented.

Vrinda Bhandarkar has been with Strategies Unlimited for over last 3 _ years
monitoring and analyzing developments in the LED lighting industry as it emerges
as the next generation lighting solution. She has thirteen years of experience in
hi-tech competitive and market research and consulting. Before joining Strategies
Unlimited she spent 10 years in environmental industry research and
authored reports analyzing market impacts of environmental regulations and policies.


200 LUMENS/WATT, CAN I SELL IT NOW? A DISCUSSION ON SELLING ‘NEW LIGHTING‘ INTO AN ‘OLD CULTURE‘
Thursday, February 11         2:00 PM - 2:30 PM

SPEAKER:
Ted Konnerth
President and CEO
Egret Consulting Group

LED is birthed in solid state culture where R&D and speed to market makes
or breaks a company. Commercial Lighting is birthed in selling delivered
lighting effects through a maze of buying influences which control buying something as ‘simple‘ as lighting. We will review the convergence of two cultures in bringing LED technologies into the lighting industry.

Ted Konnerth has been President/CEO of Egret Consulting Group a retained
search firm since 1999. Egret Consulting Group is a boutique firm with specialties
of electrical and industrial products manufacturing, electrical distribution,
consulting services (engineering) and mergers and acquisitions consulting. Prior
to founding Egret, Ted was with Cooper Lighting for 16 years. Ted was the global
VP, Sales for 4.5 years for the $1 billion Lighting Division of Cooper before starting
his search firm. As VP, Sales, Ted managed a diverse channel strategy to
position Cooper Lighting as the industry‘s market leader in profitability.


SESSION 2: TRUTH IN LABELING: LIGHTING FACTS, MARKETING, AND LABELING ISSUES FOR SSL

Currently the SSL industry suffers from a lack of consistency in claims regarding
LED luminaire performance parameters, including, but not limited to, lumen
output, luminous efficacy, lifetime, color temperature and CRI.Many statements
of performance are inaccurate - sometimes intentionally and sometimes unintentionally.
This session will explore the impact of inaccurate and inconsistent
claims on the lighting community, as well as review the various positive steps
that are being taken by government and industry to address these issues.

SEPARATING THE WHEAT FROM THE CHAFF:DOE‘S VOLUNTARY LABELING PROGRAM
TO ENCOURAGE TRUTH IN ADVERTISING
Thursday, February 11         2:30 PM - 2:50 PM

SPEAKER:
Marci Sanders
Program Manager
D&R International, Ltd.

Lighting Facts is an on-line pledge and labeling program sponsored by the
U.S. Department of Energy. The Lighting Facts label signals that a
manufacturer has tested its product to LM-79 and that the DOE has verified
that the performance results are accurately reported on the label. The
Lighting Facts label provides retailers, distributors, utilities and lighting designers with the
critical information they need to evaluate whether the products will meet their customers‘ 
expectations.This presentation will explore the evolution of this innovative approach to
curbing the problems of overstated claims in an emerging market.

Marci Sanders is a Program Manager for the ENERGY STAR® program on
behalf of the U.S. Department of Energy (DOE). She provides leadership for the
team‘s efforts to promote and qualify DOE‘s list of products, with special emphasis
on advanced technologies. She oversees the market development activities
for advanced lighting, water heating and on-site renewable power technologies,
and provides guidance on outreach to program sponsors and partners. Ms.
Sanders is a member of the D&R‘s new business development team and provides
support in seeking new opportunities that align with the company‘s vision
and mission. She has over 15 years of market development, program and project
management expertise in the energy industry.

INTERPRETING LUMINAIRE LABELS AND AWARDS

Thursday, February 11         3:20 PM - 3:40 PM

SPEAKER:
Avraham (Avi) Mor
Partner
Lightswitch Architectural

Deciphering luminaire and lamp claims of “green” is a lot like trying to figure
out how “organic” produce is—so many claims to sustainability and so little
time! The presenter will explain what each of the following labels and awards
represent in his mind, as a lighting designer, when he is specifying lamps and
luminaires: Energy Star Certification, the Lighting Facts label, a Light Fair award,
and a Next Generation Luminaire award from DOE.

Avraham (Avi)Mendall Mor, IALD, LEED AP, IESNA, Partner with Lightswitch
Architectural, is a respected lighting designer with diverse experience. Avi‘s
deep understanding of advanced lighting technology has been recognized by the
U. S. Department of Energy, where he serves as a committee member and forum
reviewer for The Next Generation Lighting Industry Alliance.

GOVERNMENT REGULATOR‘S PERSPECTIVE: 
Consumer Protection Issues:  Green Advertising Claims and Lamp Labeling
Thursday, February 11         3:40 PM - 4:10 PM

SPEAKER:
Hampton Newsome
Attorney
Bureau of Consumer Protection 
Federal Trade Commission

This presentation will discuss the Federal Trade Commission’s consumer protection authority related to green marketing claims.  Under FTC law, manufacturers must have evidence to back up any express or implied claims they make to consumers.  The presentation will address the general rules of the road in this area and some examples of problematic advertising claims.  The presentation will also cover the FTC’s proposed consumer labels for lamps.  The new labeling requirements are designed to help consumers with their lamp purchases.

Hampton Newsome is an attorney with the Bureau of Consumer Protection at the Federal Trade Commission. His primary duties involve energy-related advertising and labeling issues. His recent activities include projects related to energy disclosures for consumer electronics, lamp labeling, advertising for carbon offsets and green energy, and biodiesel labeling.  Before coming to the FTC, Mr. Newsome served in the General Counsel’s Office at the Nuclear Regulatory Commission where he specialized in environmental law and nuclear materials issues. He received his un­dergraduate degree from Duke University and has degrees in law and planning from the University of Virginia.” 

WHAT IS MORE IMPORTANT—THE SOLUTION OR THE TECHNOLOGY?

Thursday, February 11         4:10 PM - 4:30 PM

SPEAKER:
Howard Yaphe
Chief Technology Officer and Director
Product Development
Canlyte Philips

SSL technology is applied differently for every application. This presentation
will address the folloging issues:What do end users and specifiers need to
know to select the right solution for their applications? Why manufacturers
need to develop multiple SSL platforms to support a total solution for the customer. How
manufacturers need to communicate the solution properly to the specification team; 
architect, lighting designer. interior designer, electrical engineer, electrician and owner.

Howard Yaphe is Chief Technology Officer and Director, Product Development
at Canlyte Philips, Canada‘s largest lighting manufacturer with over 28%market
share. He manages a group of 40 engineers and product managers mainly
focused on SSL development. New Development projects range across office,
shops, hospitality, healthcare, industrial and outdoor segments. Mr. Yaphe holds
five utility patents in the USA and Canada and has five patents pending on Solid State
Lighting systems. He is a member of DALI controls committees in North America
and Europe.

PANEL DISCUSSION
Thursday, February 11         4:30 PM - 5:00 PM

MODERATOR:
Brian Owen
Senior Program Advisor and LED City Toronto Facilitor
greenTbiz

Brian Owen is the Senior Program Advisor to greenTbiz, which facilitates the
LED City Toronto initiative. He is actively involved in the development and
operation of energy conservation programs for government, municipalities and
utilities and specializes in capacity building, commercialization and market
transformation. greenTbiz, an ENERGY STAR, Lighting Facts and L Prize Partner, provides
energy conservation and environmental awareness programs to the small business sector
in Toronto, Canada. He is also a contributing editor of LEDs Magazine.

SESSION 3: ENERGY EFFICIENCY ECONOMICS

LIGHTING CONTROLS AND LEDS—AN EFFORT TO REDUCE ENERGY USE
Friday, February 12         8:30 AM - 9:00 AM

SPEAKER:
Amy Olay
Senior Engineer
City of San Jose, Department of Transportation

Over the next three years the City of San Jose plans to convert 1,500 lights to
LED. Presently there are a number of small pilot and demonstration projects
under way from other funding sources to convert yellow lights to LED. The city
intends to dim LED lights in less trafficked areas by 50 percent at night, along with other monitoring goals to reduce costs. The city has a total of 62,000 lights. The plan is to use intelligent controls for smart power line networking technology and segment controllers with LED streetlights. This project is part of the City‘s Green Vision, an ambitious and forward thinking 15-year plan to transform San Jose into a world center of clean technology innovation, to promote environmentally sustainable practices and to reduce energy use.

Amy Olay is a Senior Engineer with the City of San Jose, Department of Transportation.
She leads the Signals and Streetlights Section and is responsible for
engineering and operations of traffic signal facilities, as well as the development
and implementation of San Jose‘s streetlight LED conversion program.

LED LIGHTING AND IT'S APPLICATION TO A  PERFORMANCE CONTRACT 
Friday, February 12         9:00 AM - 9:30 AM

SPEAKER:
Michael Loth
Director of Energy Solutions Marketing & Strategy-Americas
Johnson Controls

This presentation will cover how to successfully finance a performance contract (PC) that leverages LED applications, especially in LED street lighting projects (some interior applications will be addressed as well).  It will also cover the related challenges and issues in regard to utility issued tariffs, overall system performance, value add customer warranties, what the PC can cover and what savings streams can captured in the PC with the customer. 

Michael Loth is the Director of Energy Solutions Marketing and Strategy - Americas for Johnson Controls, Inc., Milwaukee, WI. Mike has been with Johnson Controls for nine years and has held several different positions within the Building Efficiency Group leading up to his current role. As Director for Energy Solutions Marketing & Strategy, Mike is responsible for annual planning, market research, acquisition and strategic alliance assessment and offering development and deployment of energy and water efficiency solutions across North, Central and South America. Under his leadership, Energy Solutions marketing has helped incorporate new elements to Johnson Controls’ offering bundle, from renewable energy solutions to water efficiency to wireless infrastructure, all which help customers improve energy efficiency and reduce operating costs.   

BEYOND ENERGY STAR:WHAT THE LIGHTING DESIGN INDUSTRY NEEDS TO DEFEND SPECIFICATION GRADE PRODUCTS
Friday, February 12         9:30 AM - 10:00 AM

SPEAKER:
Andrew Mackinnon
Partner
Gabriel Mackinnon

The LED gold rush is here – and the market is wild.  The reputation of LEDs as a quality light source is at stake as they are introduced to a wider audience.  Designers face increasing challenges in defending our specifications of quality LED products when the allied professionals that we work with have little awareness of the issues.  This presentation will define what fixture manufacturers and associations must do to prepare the industry and protect their investment.

Andrew Mackinnon is a partner is Gabriel Mackinnon lighting design in Ottawa, Canada.  His experience includes projects that cover the range of architectural lighting design: city master plans, historical rehabilitations, commercial and residential spaces and many custom fixture designs.  He is also active in research and LED fixture prototype development.

SESSION 4: DESIGNING WITH LEDS: ISSUES AND OPPORTUNITIES

LEDS: THE GOOD, THE BAD AND THE UGLY.

Friday, February 12         10:30 AM - 11:00 AM

SPEAKER:
Michael K. Souter, FASID, FIALD, LC
Design Principal
Luminae Souter Associates, LLC

Solid State Lighting has so much potential that everyone is rushing to the
market with LED lighting products. Added to that, clients are pushing lighting designers to use LED lighting. This combination is a huge market opportunity. However, there are several pitfalls. In this short presentation you will learn what one lighting designer has experienced and what issues need to be resolved before LEDS
are widely accepted by the lighting design community.

Michael K. Souter is a professional lighting designer with education and experience
in both engineering and interior design so he approaches lighting design
from both a left brain and right brain perspective. He is a Fellow of the American
Society of Interior Designers (ASID) and a Fellow of the International
Association of Lighting Designers (IALD). He is also a Certified Lighting Energy
Professional (CLEP) from the AEE and is Lighting Certified (LC) by the NCQLP.
Michael’s designs have been winning awards for over 25 consecutive years and
are widely published in books and major design magazines.

LEDS FOR GENERAL LIGHTING: EXAMPLES AND EXPERIENCE IN ENERGY EFFICIENT LIGHTING
Friday, February 12         11:00 AM - 11:30 AM

SPEAKER:
Lars R. Bylund
Professor of Light and Energy
Bergen School of Architecture

In 2007 the City of Stockholm decided to improve the energy conservation
activities for its buildings as well as improving the environment by reducing
CO2 emissions.When starting the designing and specification phase for the
project, it was difficult to find enough good LED fixtures on the market.
Therefore the City decided to start a "demand side" funding project to support the development
of standard LED fixtures with excellent performance to cover the city‘s needs, and also to act 
as good references for the further development of the LED lighting market. This presentation
will show good examples of developments as well as discussing obstacles and barriers, real
or imaginary, of different kinds for the implementation of LED lighting in the project.

Lars R Bylund has been actively working with lighting design, daylighting and
energy conservation for about 40 years. He has articipated in various national
and international expert committees within the CIE and IEA framework. During
the last 15 years Professor Bylund has been involved in numerous projects for
design of LED fixtures for both indoor and outdoor applications and for general
as well as special purposes. Notable projects are the first LED guides for roads
and indoor lighting for the Calatrava building Turning Torso in Malmo,Sweden.
In recent years he has been dedicated to improving and implementing LED lighting
into public buildings belonging to the City of Stockholm.

LEDS AND THE QUALITY OF LIGHT
Friday, February 12         11:30 AM - 12:00 PM

SPEAKER:
Willem Sillevis Smitt
Director, Strategic Marketing
and Business Management
Philips Lumileds Lighting

The presentation will address the quality of light issues in various applications
as they affect LED component and luminaire manufacturers as well as lighting
designers and specifiers.

Willem Sillevis Smitt has been involved in the lighting industry for the past 15
years. Prior to his current role as Strategic Marketing Manager he worked in
product development, application development and solid state lighting manufacturing
for 10 years at Philips Lumileds. Before joining Philips Lumileds,Willem
worked in various positions at Philips in the field of fluorescent and compact fluorescent
light sources. As Strategic Marketing Manager he currently is
responsible for the product roadmap addressing the requirements for emerging
applications.

LEDS IN LIGHTING TRACK ADJOURNS        12:00 PM

STRATEGIES IN LIGHT 
LEDs in Lighting Conference
HB LED Market Conference 
Solid State Lighting Investors Forum
HB LED Market Workshop 1: Designing for LED Luminaire Reliability
HB LED Market Workshop 2: Patents Today: The Cheese has Moved- How to Handle it
HB LED Market Workshop 3: Understanding What Quality of Light Means for LEDs
HB LED Market Workshop 4: Selecting Drivers for LED Systems
LEDs in Lighting Tutorial 1: LED Fundamentals for Lighting Designers & Architects
LEDs in Lighting Tutorial 2: Specifying LED Lighting Fixtures: What Lighting Designers & Specifiers
                                                           Need to Know.