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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.


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