Rohm developed a new (2nd-generation) OLED lighting panel that uses a red phosphorescent material. The new material results in a more efficient device (about 25-30lm/W, up from about 11lm/W). Lumiotec will start producing and selling those panels in a few days - they will be cheaper (¥30,000 per panel, or about $365) than the older panels, and Lumiotec plans to make around 60,000 a year.

http://www.oled-info.com/rohm-and-lumiotec-developed-new-oled-lighting-panel-start-shipping-soon