The company's Phosphorescent materials are more efficient than fluorescent ones. Samsung is currently using just red PHOLED (with blur and green Fluorescent OLED materials) in their AMOLED displays, which results in a display that is 15% more efficient than an LCD (showing a video that has 40% 'on' pixels). Adding the green PHOLED will result in a display that is 30% more efficient than an LCD. Samsung is using this combination in their 5.5-Gen AMOLED plant that started mass production just a few days ago. So we can expect the new Samsung AMOLEDs to be much more efficient.