Samsung Electronics says it has developed a chip that will enable users to view the LCD screens of their mobile phone in vivid color even under bright sunlight. The firm said Wednesday the DDI or Display Driver IC eliminates the disadvantage that LCDs screens can be almost invisible in bright light and need a great deal of energy to increase the backlight strength.
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Samsung Electronics' first ¡®intelligent¡¯ mobile DDI Display Driver IC that will be used in portable devices to keep LCD screens bright and clear even in bright sunlight.
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But the DDI mobile displays, making use of a special ¡°quality enhancement algorithm¡±, can automatically sense ambient light, the company says, and have a feature that tunes the backlight, bringing out optimum images even in bright sunlight and without especially high demands on the battery. Samsung says when the device is used indoors, power consumption can be cut by 30 percent or more.
The company plans to put the intelligent chip into mass production by the end of the year.
Meanwhile, sales of Samsung DDI chips last year totaled US$1.37 billion, taking it to an 18.1 percent share of the world market and keeping it in the top spot for the fourth consecutive year. Thanks to the continuing demand for cell phones, MP3 players and portable media players, Samsung believes the market for intelligent display chips will rise from US$1.6 billion to $2.3 billion by 2009.
(englishnews@chosun.com )
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