Apical’s Assertive Display Technology to be Supported in Qualcomm® Snapdragon(TM) 800 Processors for Smartphone and Tablet Devices


LONDON, February 22, 2013 /PRNewswire/ — Apical is pleased to announce that Qualcomm Technologies, Inc., a wholly owned subsidiary of Qualcomm Incorporated, will support its Assertive Display(R) technology in Qualcomm Snapdragon(TM) 800 processors.

Assertive Display is a new technology which makes the display adaptive to its viewing environment. By employing sophisticated video processing algorithms based on research into human vision, the mobile display is continuously adjusted to deliver a consistent, high-quality experience in all conditions, including those in which content would be otherwise unwatchable.

The result is that the multimedia experience is maintained everywhere, even in bright sunshine. Assertive Display-enabled devices typically consume at least 30% less display power, leading to significant battery life extensions. Viewing comfort is maximized by ensuring that the display is neither too dark nor too bright for the eyes.

Assertive Display has been featured in devices from smartphones by manufacturers such as Sharp and Huawei to HDTVs by Bang & Olufsen.

Qualcomm Technologies supports Apical's latest, third-generation Assertive Display technology, which operates with minimal software load and very low power consumption for even the highest display resolutions.

Says Michael Tusch, CEO of Apical, "We are excited that a mobile pioneer like Qualcomm Technologies is supporting Assertive Display and making it available to its customers this year. Qualcomm Technologies' leadership in the mobile industry could help enable a wide range of smartphone and tablet makers to adopt the technology and their users to start getting a great multimedia experience wherever they happen to be."

About Apical

Apical specializes 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 OEMs and semiconductor manufacturers for whom high-performance imaging is a key differentiator. Apical is a privately held company based in the UK.




Rushad Ahmad
Chief Financial Officer, Apical Limited
Direct: +44(0)20-7038-3824
[email protected]

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