Update: According to Novaled, this report is not true. They are set to remain in the IP & Material business, in both OLED displays and lighting.
According to OLEDNet, Novaled is set to become a manufacturer of OLED Lighting panels (instead of being a supplier of OLED materials and technology/IP). They are moving away from displays because they lost the "competitive edge" to Korean companies.
Novaled is focusing on flexible OLEDs based on stainless steel substrate. They will introduce a 150x150mm, 25lm/W, 10,000 hours white-OLED panel in 2010. In 2011 they will add a 200x200mm, 40lm/W, 25,000 hours panel. In 2012 they will improve this to 50lm/W, 50,000 hours. By 2012, their OLEDs will be flexible, too (using roll-to-roll manufacturing process).