Switch Lighting executives Tracy Bilbrough and Brett Sharenow glowed as they showed off new-generation LED (light emitting diode) bulbs that they believe will transform the more than $30-billion global market.
"It is exciting to be the little David taking on the Goliath's of the world," Switch chief Bilbrough told AFP.
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"You pick this because it doesn't have mercury; you can dim it; it loves cold weather; there is no ultra-violet so they don't draw any bugs outdoors, and it fits in any fixture an incandescent bulb goes in."
Switch bulbs being are being tested in two US hotels and will begin shipping later this month as a smart option to incandescent or CFL models.
Incandescent bulbs are power-sucking classics being phased out in countries around the world, replaced by energy-efficient CFL versions containing toxic mercury that make them hazardous to toss in the rubbish.
"LEDs are really the next thing in lighting," said Switch chief strategy officer Sharenow.
The Silicon Valley company's bulb is touted as Earth-friendly from "cradle to cradle" and lasts about seven times longer than CFLs while providing the kind of light people like from incandescent.
