The Photo-Optic division of Osram Sylvania has been renamed as Display/Optic. The division will be organized into four Global Business Units: Display Systems, Entertainment, Cinema, and Semiconductor & Medical, and will focus on the division's key markets.

"This reorganization will put us closer to the markets and allow us react more quickly to customer needs. In our extremely dynamic business environment, this is a crucial factor for future success," says Siegmar Proebstl, senior vice president and head of the global Display/Optic division. Proebstl expects each of these business units to focus on the unique challenges of the markets they serve.

For example, with the anticipated rapid growth of display applications over the next few years, the Display Systems business unit will provide its customers with innovative technologies, including P-VIP® mercury short arc lamp systems for video projection solutions, the mercury-free Planon PLANON® flat fluorescent lamps, and LED applications systems for backlighting and projection from one business unit.

Four global business unit managers for the new Display/Optic division have been named. Dr. Bernd Straehler is responsible for the Display Systems division, Georg Lechermann for the Entertainment division and Dr. Carsten Setzer for the Semiconductors & Medical division. Paul Caramagna will continue as vice president and general manager of the Display/Optic division in the NAFTA region, and will be the interim global business unit manager for the Cinema division in North America.

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