You have to see ...

The tube that remotely resembles a neon with an apparent radiator on its half, it illuminates on its transverse half with highly visible LEDs in a cool white light similar to that of the original neon.
As against the scattering angle is very small: 120 °, suddenly - and this is a plus - it is possible to orient the pins at the ends to direct the beam of light to where it is most useful.

In practice, the replacement is very simple: it is necessary and sufficient to replace the one supplied by the starter, put the tube in place of neon and everything must go!
By cons, this replacement can be done on separate configurations with ferro-magnetic ballast and starter, those with a replacement electronics must undergo a more complicated modification (each end has two blades, it will bring the two pins to 220V ends and interconnect the two remaining pins of the ends).

This command a lot, but a lot of time to arrive (3 weeks), and I have type-approved very bad condition, replacement starters were literally exploded in the top of the box.

Do not rush on the basis of good comments there, I could compare with this product, apart from a small problem of reliability to be confirmed, if you need a replacement within directional LEDs, more economical, without radiator, on the same principle but looks like a real neon and whose brightness felt seemed to me very close, I advise to compare ...

Also, pay attention to replace neon tubes by LED: nothing is not standardized: some ask to remove the starter and bypass the ballast, others to replace the starter with a short circuit and Still others make wiring changes ..
To my knowledge, there are only Philips and Osram offering a tube with electronics that allows keeping a replacement starter and ballast.
The characteristics of the product data sheet are for data on the Internet, which lacks the scattering angle (120 °) and is 120 SMD 2835.