OnQ Blog

Assertive display: power-efficient technology that’s easy on the eyes

Feb 20, 2015

Qualcomm products mentioned within this post are offered by Qualcomm Technologies, Inc. and/or its subsidiaries.

Many flagship smartphone models available now feature eye-catching displays with quality beyond scope of the traditional. The sunlight readability display in the Nokia Lumia 1520 smartphone, and dynamic image contrast display feature in Amazon’s Kindle Fire HDX 8.9 tablet, both enabled by the Qualcomm Snapdragon 800 processor, are impressive examples of how assertive display technology can be used to provide a superior visual experience when you’re playing video games or watching a movie. 

Nokia 1520 with assertive display technology (top), versus devices without assertive display technology (bottom row); content in devices courtesy of Apical

Assertive display technology is engineered to adapt to variable lighting conditions, so smartphone users who have come to rely on their devices for video entertainment will particularly enjoy the experience it provides. For instance, bright sunlight, glaring screens and light reflections won’t keep you from enjoying your latest e-book download or streaming your favorite movie. Assertive display technology works by adjusting the gamma or color curve for each pixel on the screen individually, taking into account both the content being displayed as well as the presence and intensity of any ambient light.

Assertive display technology also contributes to increased power efficiency. By adapting to the environment, assertive display reduces the need for an intense backlight and can reduce backlight power usage by 30 to 50 percent. As viewing conditions change, assertive display adapts by adjusting each pixel in real-time making your screen easily viewable even in harsh sunlight. Since assertive display technology is implemented in hardware embedded in the Qualcomm Snapdragon Display Engine, it utilizes an extremely low amount of power.

There's no backlight strong enough to compete with the sun, after all (and it wouldn’t be very much fun to look at if there were). With this technology, you no longer have to sacrifice a powerful media experience for battery power, and that’s a benefit anybody can clearly see.

Qualcomm Snapdragon is a product of Qualcomm Technologies, Inc.

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