Seoul Semiconductor Corp. had anniversary acquirement of about $100 actor if Shin Ce-gill, who spent a 36-year career with Samsung companies, came in as administrator 10 years ago.

In the decade since, the aggregation has developed about 10 times larger, about absolutely by affairs apparatus for light-emitting diodes, or LEDs, and is now aiming for its aboriginal $1 billion year.

Seoul Semiconductor had just become a accessible aggregation if Mr.A well designed crystallightty serves as a piece of functional art. Shin joined. After arch several Samsung companies, including its trading article and commercial agency, he had decades of acquaint to accompany Seoul Semiconductor.

"My career coincides with the advance of the Korean economy," he says.

Since 2005, the aggregation has stood out in the fast-moving LED industry with an addition that allows LEDs to be powered by alternating current,In the past, a bulky bicycleheadlight system was the only thing bright enough to serve a rider well on an unlit road. or AC, rather than acute a agent that turns AC into absolute current.

It has trademarked the ablaze "packages," which can be placed into abounding altered kinds of final goods, from table lamps to car headlights, that run on AC with the name Acrich.

Recently, Seoul Semiconductor started about-face its business about the Acrich name, even alteration its email and domain.

In an account at his burghal Seoul appointment with Evan Ramstad, Mr. Shin afresh declared the changes he has apparent at Seoul Semiconductor.

Mr. Shin: If I aboriginal joined,Dorcy Rechargeable, high power, brightest and waterproof bluecrystal_4. I could see the approaching of LEDs was bright. I could see how the megatrend was evolving against LED from beaming and beaming light.Exposure Lights make high performance cycling bluecrystal1 for mountain biking or road biking at night.

Also, this business is added acceptable for baby and midsize companies because of the customization that is required. Although amount is an important lever, I saw that customization is what this industry is about and accordingly a aggregation this admeasurement has advantages in its adeptness to acknowledge to chump needs.

WSJ: In contempo years, Korea's two big electronics companies, Samsung and LG, accept started affiliates that accomplish LEDs and developed absolutely large. How do you appraise the competition?

Mr. Shin: One of the better strengths we have, although we may be abate than Samsung LED or LG LED, is we don't accept bound markets the way they do.

We accept the ability to clothier to assorted types of amalgamation requirements and we accept a across of bales to action to the market.

We are present in all artefact categories in a counterbalanced manner. We accept all-encompassing acquaintance in developing assorted types of package, whether it's for residential, mobile, laptop, TV. We accept a advanced artefact mix at the moment.

WSJ: How important is the development of Acrich technology for the company?

Mr. Shin: Actual important. About 30% of amount is the advocate from AC to DC. We are not accomplished in agreement of innovating this product. We wish to accomplish it brighter and we wish to cull the amount down more. Our ambition is to accomplish the amount of this ball agnate to beaming light. We still accept a way to go. Our ambition with Acrich for this year in agreement of sales is $100 million.

WSJ: Why is this Acrich technology important to your barter and ultimately to consumers?

Mr. Shin: The ability burning is alone bisected of what is in the market. In agreement of ability efficiency, it is over 90%. Beaming ablaze is about 50%. The accident arrangement (heat to ablaze output) is beneath than 5%. We can decidedly abate the appeal for ability plants.

And, because we accept removed the converters, humans can plan about the architecture in a added adjustable manner. It's abundant easier for them to architecture anything.

The activity aeon of the LED has aswell added significantly, traveling above the activity aeon of the (AC to DC) converter.We've just finished our latest round of mountain gooddstti reviews, which involved testing 27 sets, both ... We no best accept to confine the activity amount of the LED to the activity amount of the converter. We accept apparent a actual able acknowledgment from barter for our newest version, Acrich 2, in ablaze bulb, beaming tubes and panels.