IoT/Smart Lighting, News

Going to Light + Building? Use our jargon buster!

With the advent of LEDs and the Internet of Things, lighting executives have learned a baffling new language of three-letter acronyms and buzzwords. Use our jargon buster to work out what they REALLY mean....

TRADE shows such as next week’s Light + Building in Frankfurt can confusing with so much marketing hype  flying around. With the advent of LEDs and the Internet of Things, lighting executives have learned a baffling new language of three-letter acronyms and buzzwords. So we’ve updated our handy ‘jargon buster’ to help you understand what people really mean:





Instead of Turnover


This solution enables symbiotic buildings

Please don’t ask me what this means


This is a breakthrough year for OLED

Which is what I said in 2016, 2014, 2012, 2010, 2008…


This is our Bluetooth Mesh enabled product

I only heard the phrase Bluetooth Mesh from our sales director at breakfast


We collaborated with a leading architect to design this

We paid a bonkers fee for an intern


This is scalable technology
We haven’t finished the software and version 3.2 will be out soon.

The lighting market is very dynamic

We’ve just been bought by a Chinese company


We are demerging the lamp business

The Chinese are killing us


We are now a pure-play lighting business

We are for sale because we don’t make any money





Beyond illumination

We can’t make any money selling lights


We are part of a multibrand strategy

We compete with ourselves



You can dim this light


Smart lamp

You can dim this lamp over the internet


Smart cities

You can dim this street light over the internet



Expensive dimming


The product is driverless

It’s got annoying flicker


This is humancentric lighting

It’s witchcraft


We are targeting the horticultural market

We are making loads of money supplying lamps to cannabis growers


This is a circadian rhythm lighting system

We can dim between warm and cool white


We’re developing a Power over Ethernet offer

We’ve partnered with Cisco because we are scared of Google


We’ve integrated the light within architecture

We’ve used LED tape


We offer lighting as a service

Our lights are so expensive the only way we can sell them is to bundle them up in a confusing contract


We’re always happy to see a developing market

Who let the Chinese companies into this hall?


Golden tail

We still sell the old shit


This is our new brand

Prices have gone to the dogs, so we’ve ripped the guts out and cut the spec to the bone


This is our new design concept

None of these products is ready


Light on your terms

Use our LED module and end up with a fixture just like everyone else



A great idea 20 years ago


Dali 2

A great idea 10 years ago


We’ve reinvented the pendant

It looks like that design classic from 20 years ago


It’s IoT ready

We don’t have a clue what it means, but we put it in the data sheet because everyone else does



We’ve made this up, but if we all say it enough times, I’m sure it will make it into someone’s marketing hype


We are committed to sustainability

We want to sell you more stuff


We are committed to the circular economy

We pay our WEEE dues


Disruptive technology

One huge multi-national pushing aside another huge multi-national



We’ve run out of adjectives to describe an ordinary office block


Intuitive interface

Similar to what you’re used to


A seamless interface

Which only connects with our own system


Fully automatic

No one knows if it’s working


Available next quarter

It doesn’t exist


Updated design

The last one didn’t work


Extensive testing

We’ve been worried that it leaks


Challenging few months

The company that has taken us over are idiots


I’ll get back to you on that

I’m not interested in you


I’ll just get the technical manager

Your breath smells


Please leave your business card to be entered into a draw

We’re selling all of these to the Chinese


Ergonomic design

We’ve copied someone else’s


Missed any? Add yours in the comments box at the bottom of the page…


    •    Meet the Lux team at Light + Building. Our video crew will be filming in our special interview studio in the Messe and our journalists will be scouring the halls for innovation. Get updates on Twitter from @LuxReview. Meet the crew at O’Reilly’s Irish Bar, opposite the hauptbahnhof in Frankfurt city centre, at 9pm on Thursday 22 March. The Lux team will wearing their distinctive red rugby jerseys. The Light + Building exhibition starts on Sunday 25 March and runs through to Friday 23 March. Around 2,600 exhibitors will showcase their lighting products to over 210,000 visitors, almost half of whom come from outside Germany.