Apical Launches Assertive Display 4 Featuring Dynamic Content Adaptation

LONDON, October 29, 2014 /PRNewswire/ --

Apical Ltd. today announced the launch of the latest version of its advanced display management core: Assertive Display 4 featuring Dynamic Content Adaptation. Assertive Display enables mobile device manufacturers to deliver a high-quality viewing experience, even in bright sunshine, and enables dramatic reductions in display power consumption. It goes beyond traditional backlight control to render the display adaptive to its environment, just as the human eye adjusts to different conditions. With the addition of Dynamic Content Adaptation, Apical is expanding Assertive Display's capabilities by enabling the actual video content, in addition to ambient light, to add intelligent control to the display performance. The result: improved power consumption and display quality for TV and movie streaming on mobile devices.

"Assertive Display with Dynamic Content Adaptation is a milestone for the industry. It announces the first introduction of intelligence into the visual functionality of a smartphone and marks a trend and a range of intelligent developments that Apical will be delivering over the next few years," said Michael Tusch, CEO of Apical. "Not only have we enhanced our industry-leading Assertive Display product, but we now have a solution to a problem that has dogged the mobile industry: fully functional, low power dynamic backlight control."

Assertive Display is the product of 12 years of R&D into human vision and represents a dramatic development in how content can be viewed on mobile devices. By modelling how the eye adapts to different ambient light and content changes, Assertive Display delivers a seamless viewing experience, whether the display is viewed in a dark room or in bright sunshine. Through continuous and dynamic pixel adjustment to preserve contrast and colour, Assertive Display delivers TV-like quality with no washout of the screen, which plagued previous-generation technologies.

Assertive Display with Dynamic Content Adaptation now enables the content stream to deliver unparalleled dynamic backlight control, which offers significant power reductions over previous versions coupled with improved viewing quality. These product enhancements can offer up to 40 percent power savings over previous versions of Assertive Display when watching movies, especially in dark ambient lighting environments.

According to a report from Ooyala, mobile video watching has grown 532 percent in two years and is expected to continue to grow. Mobile phones and tablets now represent over 21 percent of all online video plays, up from 3.4 percent in 2012. In order to support this continued and expected growth, the viewing experience on mobile devices must be improved without compromising the impact on battery power.

Tusch added: "By improving the display capabilities on mobile devices, Assertive Display with Dynamic Content Adaptation will also benefit video and TV content developers. More sophisticated mobile displays will improve the end-user experience, leading to increased time spent engaging with branded content and driving opportunities to generate and monetize the content."

About Apical Ltd. 

Apical is the leader in advanced imaging and video processing technology. 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 imaging capture and display are critical components. Apical is a privately-held company based in the UK. For more information, visit http://www.apical.co.uk.

SOURCE Apical Ltd