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Genoa Color Technologies announces Pixcale(tm) technology to address the twin challenge of delivering longer battery life and vivid TV-quality color on high-resolution mobile phone displays. The company's customized implementation of its patented multi-primary technology lets mobile handset makers reduce the power consumed in phone displays by 40% while providing improved image appearance, incurring virtually no increase in cost. Genoa's multi-primary technology, while new to the smartphone market, is already fully developed, proven and implemented in digital projectors, and in numerous LCD TV panels.


The use of the multi-primary color matrix allows an increase in the color gamut combined with higher luminance efficiency resulting from the than higher average transparency of the multi-primary color matrix. In addition, the Pixcale multi-primary technology minimizes the required changes at the panel level, simplifying design and reducing costs.


"A steady increase in screen size and resolution, phone features, and mobile applications has placed progressively greater power demands on phone batteries. As such, the industry is facing an acute problem, desperately looking for ways to reduce mobile device power consumption," said Ilan Ben-David, Chief Executive Officer of Genoa Color Technologies. "By adopting our Pixcale technology, handset makers can improve the total battery life of a mobile device by 15%. This not only benefits service providers looking to monetize airtime, it also benefits end-user adopters of rich-media applications and content."


The screen share in power consumption has gone up from 15-20% up to 50% of the handset power consumption. Genoa Color Technologies has developed PixcaleTM technology for implementation on multi-primary LCDs using standard TFT backplanes.


"Genoa's solution has strong market potential for two key reasons. First, the company is targeting the fastest growing segments in the mobile phone market, i.e., smart phones and high end feature phones," said Chris Crotty, Director, Small and Medium Displays, DisplaySearch. "Second, Genoa's solution is minimally disruptive to a supply chain that is sometimes resistant to technological advances."


The display module consumes 50% of the typical smartphone power budget, making such significant power reduction in the display module exceedingly attractive to handset makers. Genoa's multi-primary technology offers a 35% to 50% backlight power savings in mobile device display modules. And because the added color filters represent only 4% of the total cost of Genoa's solution, the cost impact to manufacturers is negligible.


Genoa's multi-primary technology augments standard RGB displays with a richer color palette comprised of RGBCY (red, green, blue, cyan, and yellow), resulting in a more vivid and natural display of media content. The technology offers better brightness efficiency, through careful filter selection and through Genoa's Pixcale algorithms. The result is improved image performance and ambient light viewing for mobile content consumers.


Pixcale is based on established LCD manufacturing processes. Genoa's plans to license the Pixcale technology to handset makers, allowing them to access their existing supply chain of LCD manufacturers for the displays.


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