OLED TVs

The energy savings, in addition to the materials and recycling, is one of the key variables of concern to the industry. In television, the new generation of organic displays OLED consumes up to 40% less energy compared with current LCD. Sony has already released in Japan its first commercial model, which does not reach Europe until the end of 2009.

At the same screen size, each year is reduced to 5% of the amount of energy consumed by a TV. LCD screens are always lit; to get dark colors simply flip light. With the OLED, the light diodes light up only when are needed. To capitalize on the environmental hitch, Toshiba has just launched in Japan the 921T, the first PC and laptop with OLED screen. The business models of low-power are starting to attract consumers. For example, the HP Compaq DC5800 and the recently introduced DC7800, with SSD solid-state disks that make the equipment 85% more efficient in energy consumption.

Lenovo launched its bid with the ThinkCentre A61e green, 90% built with recyclable materials and the ability to charge the battery via a solar panel. And Dell launched its OptiPlex 755 line as the most efficient market in energy consumption, 80% less than other models on the market.

But for now, U.S. and European low-cost laptops and consumption are not quite convincing. At the expense of technological advances, improved energy efficiency and environmentally friendly materials, they often involve lousy features. The green GPC is the case of the American Everex, for sale in the United States for 199 dollars. Based on Linux, the CPU consumes only an average of 2 watts. However, its low of 1.5 GHz processor, 512 MB of RAM and rough design has generated different opinions. Wired magazine says it is a "bargain for users with basic needs". The magazine PC Magazine describes it as "a typical Christmas gift that one returns in January".

The question about the availability of consumers to pay for green technology is more open than ever. According to the British technology consultancy Canalys, 55% of European consumers would be willing to pay up to 10% more for appliances manufactured that are good for the environment.

Spain is the country that seems to be more aware. More than two thirds of Spanish consumers are willing to pay for green electronics, compared with 55% in Italy or 40% in the UK.

But to say this is easier than doing it. The consumers are not yet ready. Manufacturers do not explain the benefits of an organic product or why it is better. If the consumer does not know the benefits of organic electronics then it will be more difficult that they would buy them.