The AQUOS PHONE SoftBank 102SH Now on Sale in Japan Uses Assertive Display Technology for Improved Outdoor Viewability and Reduced Battery Consumption

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Jan 18, 2012, 06:00 ET

LONDON, January 18, 2012 /PRNewswire/ --

Apical is pleased to announce that Apical's Assertive Display technology has been incorporated in the AQUOS PHONE SoftBank 102SH by Sharp, which is part of the winter release of new SoftBank smartphones in Japan.

The smartphone features latest-generation display technology, incorporating a 3D display with HD resolution.

The 102SH uses Apical's Assertive Display technology as part of its advanced power saving and outdoor viewing functions, which are key to optimizing the performance of the handset for multimedia viewing.

Traditionally, providing a good viewing experience outdoors and saving battery power have been considered contradictory requirements, even though both are central to delivering a high quality multimedia experience on a mobile device.

Assertive Display by Apical solves both central requirements simultaneously, enabling multimedia content to be viewed even in bright sunshine on standard displays, and extending battery life by reducing display power significantly.

Said Michael Tusch, CEO of Apical: "Achieving good viewability of multimedia outdoors together with economical power consumption is a significant challenge for high-resolution 3D displays. We are proud of the performance enhancements Sharp has been able to achieve using our technology in the AQUOS PHONE SoftBank 102SH."

Apical's Assertive Display is a semiconductor IP core which adapts multimedia content to the display capabilities under actual viewing conditions. It takes into account both the screen brightness and the amount of light in the environment to adjust in real time the appearance of movies, photos and games for optimal viewability. It leverages a decade's research and development by Apical into the way the human eye adapts to changes in the lighting environment to give a seamless and high-quality experience to the user. The Assertive Display core is integrated into Sharp's proprietary media processor.

About Apical

Apical is a leader in advanced image and video processing technology for embedded applications. The company's products are derived from original research into the human visual system and are designed to maximize the performance of a wide range of image capture and display devices. Apical works primarily with leading OEMs and semiconductor manufacturers for whom high-performance imaging is a key differentiator. Apical is a privately-held company based in the UK.

http://www.apical.co.uk

Contact: email [email protected].

SOURCE Apical Ltd