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Time for a Dose of Market Realism in "Printed Electronics"
Let's fa ce i t, pri nted electroni cs hasn't turned out the wa y we all hoped. Just a few yea rs ago
the ma rket was talking i tself into a frenzy—sha ring fantasies of those ma jes tic R2R fabs
churning out organi c RFID ta gs and displa y ba ckplanes wi th the speed of the New York Times Page | 1
coming off the presses. Seems ra ther sill y in retrospect.
And that massi ve dose of reali ty is now being force‐fed to the ma rket. If one a ccepts the
tradi tional thi ck‐film business, whi ch is more like coating than pri nting and isn't usuall y
counted as printed electroni cs anywa y, the current sta tus of pri nted electronics is disti nctl y
ni che‐like. Our Google Alerts for both "pri nted electroni cs" a nd "pri ntable electroni cs " never
turn up much of interes t these da ys —a few unimpressive corpora te announcements here; a
few a cademi c projects there; a l ot of dis cussion s till about how to build. Unfortuna tel y, this
meager level of a cti vi ty reveals tha t a fter years of tal k, there is s till not a lot to be exci ted
about when i t comes to PE.
Wha t to do? A pos t mortem ma y conclude that mos t a dvoca tes of pri nted electroni cs
knew/know li ttle about printing and therefore had unrealistic expectations of what could be
a chieved and in what timeframe. Another conclusion is tha t it is eas y to talk about wha t
happens in the lab or to deli ver Power Point slides and industry "conferences ." But deli vering
products tha t people will pa y for is wha t really counts . Technol ogies need applica tions to
propel them into the mainstream.
However, the recognition that hubris, exubera nce or nai veté in va rying degrees ha ve been
invol ved here doesn't address the issues surrounding how we a chieve s omething approa ching
legi tima te industry s tatus. Post mortems tell us where we ha ve been, not where we a re
going.
Where Does Technical Realism Get Us?
Another response is to a rgue tha t i f a la ck of realism got us into this mess , i t's high time tha t
we applied some more realisti c thinking to pri nted electroni cs . This thought was expressed in
a recent industry press release, whi ch made a plea for abandoning grand visions in fa vor of
focusing on "finding the bes t wa y of doing things ."
NanoMarkets, LC | PO Box 3840 | Glen Allen, VA 23058 | TEL: 804-360-2967 | FAX: 804-270-7017
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thin film | organic | printable | electronics
www.na nomarkets.net
Fi nding a better wa y of doing things points us in the di recti on of successes and potential
successes for pri nted electroni cs . Two exa mples spring to mind: the use of printed nanosil ver
to crea te fi ne tra ces in miniaturi zed PCBs a nd printing nanosili con la yers on silicon subs tra tes
to produce PV cells with i mproved performance. And, there a re certainl y plenty of other
exa mples of where printing can be used effecti vel y in electronics , where printing's uni que Page | 2
ability to combine pa tterning and deposition along wi th low costs is appropria te to the task.
In Praise of Market Realism
At NanoMa rkets we see things very differentl y. Fi rs t, we think that i f we ha ve to wait ten
yea rs for pri nted electroni cs to take off, then we a re talking about an academi c research
progra m, not a commercial endea vor. This is fine, of course. But no venture capi talist or
corpora te investment commi ttee is going to make a subs tantial investment i n a technology
tha t is a deca de awa y from taking off. Nor will they buy a futuris ti c s tory of pri nted and
organi c electronics becoming a mega‐industry in twenty yea rs. At a time when tight credi t,
incipient inflation and continuing worries about the heal th of the global financial s ys tem a re in
pla y, long‐term investment in risky technologies is a fool's game.
The other issue is tha t conti nuing to keep the conversa tion on the techni cal realism isn't
enough. Ma rket realism is wha t really needs to be embra ced.
A Semantic Digression
One implica tion of this shift is tha t we need to stop talking about “printed electroni cs ,” and
ins tead find a na me tha t is sugges ti ve of functionality, one tha t cus tomers ma y a ctuall y buy
into; that is, a title tha t is ma rket oriented in the same wa y that pri nted electroni cs is
techni cal.
This little semanti c exercise shouldn't be too ha rd to do, because "printed electroni cs " has
alwa ys meant more than jus t pri nted electroni cs. It has typi cally been ta ken to incl ude
organi c electroni cs a nd some newer forms of thin‐film electroni cs . As a presenter a t a recent
industry ga thering we a ttended put i t, "when we sa y organi c electroni cs, we also incl ude
NanoMarkets, LC | PO Box 3840 | Glen Allen, VA 23058 | TEL: 804-360-2967 | FAX: 804-270-7017
NanoMarkets
thin film | organic | printable | electronics
www.na nomarkets.net
Market Realism and Flexible Electronics
NanoMarkets, LC | PO Box 3840 | Glen Allen, VA 23058 | TEL: 804-360-2967 | FAX: 804-270-7017
NanoMarkets
thin film | organic | printable | electronics
www.na nomarkets.net
Thi rd—and this takes us ba ck to the possibility of a 10‐yea r timeframe before "pri nted
electronics " really ma kes a bi g splash in dolla r terms —one consequence of thinking of the
new electroni cs in ma rket realistic terms is tha t the focus is on getting products out there, not
on technical excellence. This surel y i nspi res shorter ti mes to ma rket, in and of i tself. By wa y
of exa mple, consider the Ama zon Ki ndle book reader, the ea rl y versions of whi ch were a little Page | 4
fragile but whi ch s till mana ged to tra nsform the book publishing indus try. Good enough a re
the watchwords here.
Fi nally, consider the fa ct that our indus try is looking for something to unify i t. As we ha ve
seen, the "printed" moniker doesn't seem to work very well. And nei ther does a naming
based on a pa rti cula r ma terial type. Mos t nota bl y, "organi c electroni cs" clea rl y lea ves out
much of wha t we need to cover in any reasonable defini tion of our spa ce. However, "flexible
electronics " is a term tha t is broader in s cope and in addition its va rious pa rts and appli ca tions
a re melded together by key enabling technologies—flexi ble substra tes and rela ted
encapsula tion technologies.
NanoMarkets, LC | PO Box 3840 | Glen Allen, VA 23058 | TEL: 804-360-2967 | FAX: 804-270-7017