Sony introduce WhiteMagic 3-inch VGA LCD module which boost outdoor visibility

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Sony introduce WhiteMagic a 3-inch VGA LCD module which boost outdoor visibility suitable for implementation in smartphones. Sony can also reduce the power consumption of approximately 50 percent.

To reach this goals Sony use a newly developed RGBW-method
Sony has succeeded in commercializing “WhiteMagic” an LCD module for digital cameras that utilizes the newly-developed RGBW method.

WhiteMagic incorporates a 3-inch VGA low-temperature polysilicone TFT LCD module that adds a white (‘W’) pixel to the Red-Green-Blue (‘RGB’) pixels. By improving the brightness of the entire screen, Sony has been able to develop a module that offers one mode to reduce the power consumption of backlight by around 50%, as well as another mode that approximately doubles the brightness to improve outdoor visibility. Even adding the W pixel, the analysis of the input picture data and Sony’s unique signal processing algorithm enable images to be displayed without any deterioration.
The ACX432AKM 3-inch VGA low-temperature polysilicone TFT LCD module is available early October, 2011 for about 5,000 yen.

Its a nice new Lcd display but also this new White magic technology can not compete with AMOLED. As you see the contrast is only 1000:1.
Source:Sony

Sony White Magic LCD Features

  • Screen size 3.0 inches
  • LCD mode Vistarich 2, transmissive
  • Number of display dots 1.23M-dot (640 x RGBW x 480)
  • Color reproducibility NTSC ratio 60%
  • Contrast ratio:1000 : 1
  • Viewing angle:Vertical/horizontal160 degrees

Mode:Surface brightnessPower consumption
Low power mode’ 470 cd/m² 225mW
(Backlight 125mW)
Outdoors mode 1000 cd/m² 400mW
(Backlight 300mW)

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