We simplify LED technology by placing LED chips directly on the board. In other words, we don't need the LED packages (think of these as the LEGO blocks in the video above) that cause most of the problems with multiple LED assemblies, e.g. dead pixels. 

The three big advantages of COB technology:

- Considerably more robust

- Significantly lower Bill of Materials

- Smaller pixel pitches 

(enhanced possibilities to mix colors)