21 - Keep Up - 42 | P a g e T HE PROM ISE OF A BETTER L I G...

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42 | P a g e 4 / 0 7 / 2 0 0 9 T H E P R O M I S E O F A B E T T E R L I G H T B U L B? The pending extinction of traditional incandescent bulbs in the United States and abroad has created an enormous market opportunity for energy-efficient lighting technologies. The current shortcomings of compact fluorescent lights and pricey LED bulbs show that future dominance of the American socket is still very much up for grabs. Vu1 (that is, “view one”), a company based in Seattle, thinks it has a shot. The company’s tag line, “light without compromise,” suggests that it’s keenly aware of the biggest stumbling block for most next-generation lighting technologies: they don’t behave like incandescent bulbs, which is what most consumers are accustomed to. “We believe that we’ve got something here that will be much more comparable with people’s expectations than what’s been out there until now,” said Vu1’s chief executive officer, David Grieger. Vu1 said it plans to introduce a fully dimmable, mercury-free, instant-on bulb for recessed ceiling fixtures by the end of this year. It will, the company says, last about 6,000 hours – or six times the lifespan of an incandescent – and have a price tag similar to high-end C.F.L. reflector bulbs: about
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