Micromax Licences Apical's Assertive Display for its Yutopia

PR Newswire | 18 Dec, 2015
LONDON: Apical today announced that Micromax has licensed Apical's Assertive Display technology for its Yutopia smartphone. Assertive Display has emerged as the primary technology for enabling smartphones and other mobile devices to deliver a high-quality multimedia experience in any viewing conditions. Micromax's launch of the Yutopia represents the first introduction of Assertive Display into the Indian market.

The result of over a decade's research into modelling human vision, Assertive Display automatically adjusts brightness and contrast in real-time, delivering stunning detail and clarity to whatever is displayed, regardless of the lighting conditions. India has an average of 300 sunny days per year and the widespread consumption of movies, sport and other video on mobile devices outdoors makes Assertive Display essential to handset makers who wish to optimize their devices for Indian consumers.

"I'm really pleased that Indian consumers can now take advantage of Assertive Display's ability to let them enjoy movies anywhere, thanks to Micromax's introduction of our technology on the Yutopia handset," said Michael Tusch, CEO of Apical. "People are watching more video on mobile worldwide, but this trend is strongest in India."

Instead of merely adjusting display brightness, Assertive Display continuously adapts each individual pixel to preserve the colour and contrast ratio, resulting in a seamless viewing experience from indoors to bright sunshine. Movies, games and photos which are otherwise non-viewable are brought to life via Assertive Display. Display power is also reduced using Assertive Display, extending the devices' battery lives.

About Apical
Apical is the leader in advanced imaging and video processing technology. 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 imaging capture and display are critical components. Apical is a privately-held company based in the UK. For more information, visit www.apical.co.uk.