View your content in bright-light – Assertive display

Whatever your smartphone is, playing games or watching movies will be a delinquent if you are exposed to bright light and specifically sunlight. Felt very worried about this anytime?! We know it’s a Yes!
To put a stop to this, a London-based Company Apical has unveiled an intelligent digital processing technology called Assertive Display. Assertive display adapts the contrast ratio, adjusting each pixel of the stream real-time, which offers radically improved resolution in bright light, with reduced power consumption!

The technology has already been rolled out in Japan, where it features in devices such as Sharp’s new smartphone, the Aquos SH-01D. According to Apical CEO Michael Tusch,” Unless you’re in a dark room, your experience is heavily compromised. If you were a first person shooter game addict, for example, nobody would play that on anything other than a bright screen in a fairly dark room. It’s the same story with movies. Ideally, you need the 5000-to-1 contrast ratio of a TV to show a movie. An iPad can do 1000-to-1, but if you went outside that would diminish severely, to 20-to1. And it’s not just in sunlight; it’s the same if you’re just sitting in a room with windows or with bright lighting. Your multimedia experience is being degraded, and we can avoid that.”

He adds, “Assertive Display will transform the mobile viewing experience of gamers and movie watchers. The whole point of these mobile devices is that we should be able to use them wherever we are”.

Smartphones and tablets featuring Assertive Display technology are expected to be available in the UK by autumn 2013.Apical, being first company in the world to have cracked the problem of viewing multimedia content in bright light on mobile devices, is seeking to run Assertive Display as software, so that each successive generation of the technology can be delivered as a firmware update or a software upgrade.

Watch the assertive display deom at the IFA here –