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Latest Huawei Ascend Smartphones and Mediapads use Assertive Display by Apical
LONDON, November 29, 2012 /PRNewswire/ --
Huawei's latest Ascend smartphones and Mediapad tablets take advantage of Apical's
Assertive Display technology to extend battery life and enhance the multimedia viewing
experience.
The Assertive Display engine is integrated into Hisilicon's K3V2 quad-core application
processor.
Hisilicon already implemented its proprietary A.I.PS (Artificial Intelligence Power
Scaling mechanism) in K3V2 to manage the number of working cores and the status of CPU and
GPU automatically. Integrating Apical's Assertive Display now enables Hisilicon to offer a
whole-system approach to power management, since the display is typically the largest
consumer of power on a mobile device.
Using Assertive Display, Huawei can reduce display power consumption by 30% on its
Ascend smartphones while simultaneously improving visual quality of movies, images and
games.
Assertive Display works by dynamically adapting each pixel so that all content
displayed on the screen is always optimally adapted to the display contrast ratio, which
varies according to viewing conditions. Based on a model of human vision, Apical's
technology enables the display to adapt strongly between darkness and sunshine in the same
way as our eyes. It successfully overcomes the current limitations of even today's most
advanced displays in providing power-efficient and high quality imagery in any viewing
conditions.
Says Michael Tusch, CEO Apical: "Assertive Display is probably the most significant
display-related differentiator for high-end smartphones and tablets since it addresses the
two biggest challenges for mobile displays: viewability and battery life. We are glad
Huawei has chosen to deploy this technology in its impressive range of devices."
Says George Yiu, Director of HiSilicon Turing development department: "Battery life is
one of the major problems for today's high-performance tablets and smartphones. We
licensed Apical's Assertive Display technology as part of our overall ambition to deliver
the best user experience and the most efficient power consumption."
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 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
Apical
CONTACT: Rushad Ahmad, Chief Financial Officer, Apical Limited, Direct: +44(0)20-7038-3824, rushad@apical.co.uk
Latest Huawei Ascend Smartphones and Mediapads use Assertive Display by Apical
LONDON, November 29, 2012 /PRNewswire/ --
Huawei's latest Ascend smartphones and Mediapad tablets take advantage of Apical's
Assertive Display technology to extend battery life and enhance the multimedia viewing
experience.
The Assertive Display engine is integrated into Hisilicon's K3V2 quad-core application
processor.
Hisilicon already implemented its proprietary A.I.PS (Artificial Intelligence Power
Scaling mechanism) in K3V2 to manage the number of working cores and the status of CPU and
GPU automatically. Integrating Apical's Assertive Display now enables Hisilicon to offer a
whole-system approach to power management, since the display is typically the largest
consumer of power on a mobile device.
Using Assertive Display, Huawei can reduce display power consumption by 30% on its
Ascend smartphones while simultaneously improving visual quality of movies, images and
games.
Assertive Display works by dynamically adapting each pixel so that all content
displayed on the screen is always optimally adapted to the display contrast ratio, which
varies according to viewing conditions. Based on a model of human vision, Apical's
technology enables the display to adapt strongly between darkness and sunshine in the same
way as our eyes. It successfully overcomes the current limitations of even today's most
advanced displays in providing power-efficient and high quality imagery in any viewing
conditions.
Says Michael Tusch, CEO Apical: "Assertive Display is probably the most significant
display-related differentiator for high-end smartphones and tablets since it addresses the
two biggest challenges for mobile displays: viewability and battery life. We are glad
Huawei has chosen to deploy this technology in its impressive range of devices."
Says George Yiu, Director of HiSilicon Turing development department: "Battery life is
one of the major problems for today's high-performance tablets and smartphones. We
licensed Apical's Assertive Display technology as part of our overall ambition to deliver
the best user experience and the most efficient power consumption."
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 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
Apical
CONTACT: Rushad Ahmad, Chief Financial Officer, Apical Limited, Direct: +44(0)20-7038-3824, rushad@apical.co.uk