The LED Tech Talk show hosted Dietmar Thomas, Philips' OLED communication and brand manager (and also my personal friend). Philips talks about the company's current OLED lighting offering and their expectations for the near future.
Dietmar actually says that OLEDs are ready for the general lighting market - and by general lighting he means stuff like emergency exit signs, signage in general and under-the-shelf lighting. Philips also sees OLEDs enter the residential lighting market, but this will only happen in 2017 or so.
Philips' OLED performance increased dramatically in the past 2-3 years. Their most advanced panel (the GL350 Gen-2) offers 200 lumens and 45 lm/W. In mid 2014, Philips expects to release a panel (the GL350 Gen-3?) that will be brighter (300 lumens) and more efficient (60 lm/W). The performance is actually increasing faster than Philips thought before.
Finally, Dietmar promises some cool new OLED stuff to be shown at the Light & Building fair in April - including a much larger panel (25cm in length) - that will be brighter. So hopefully this means that the GL350 Gen-3 panel, which will feature 300 lumens and 60 lm/w.