Update: it turns out that the report was not entirely accurate. Philips thinks that the prices will drop to €10-€20 in two years (by the end of 2013, not the end of 2012).
Philips say that the new €40 million Aachen OLED lighting production line will expand their capacity 10 times - and will enable them to drop the prices significantly. In fact, while prices today are in the range of €70 to €800, by the end of 2012 the cheapest panels will cost €10-€20.
According to Philips, if they can get the price down to €10-€20, this will become a mass market - they want customers to get OLED panels in their local hardware shops. I think that even with 10 times the current capacity, it won't be enough to actually consider this a mass market lighting device, but still it's great to hear that Philips have aggressive targets.
Philips acknowledges that one of the major barrier for adoption will be that OLEDs offer a completely different light source than LEDs and CFLs. They cannot be used as a simple replacement for other kinds of lamps. Philips says that the idea is not to replace the traditional light bulb, but to create an alternative to these old designs.