Genoa Color Technology’s Pixcale technology reduces power consumption by 40% for smart-phone displays and improves color quality. According to the company, this technology can extend battery life and provide TV-quality color on high-res mobile phone displays.

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With its multi-primary technology, the Pixcale offers life-like images without added costs, says the company. Digital projectors and LCD TV panels already feature this technology, which has just been introduced into the smart-phone market, says Genoa.

With 50% less display module consumption than the average smart-phone power budget, Genoa asserts that its multi-primary technology saves 35% to 50% in backlight power for mobile device display modules. The additional color filters amount to 4% of the cost of Genoa’s solution, which benefits manufacturers, says the company.

Standard RGB displays are enhanced by a color palette of RGBCY (red, green, blue, cyan, and yellow), says Genoa, which improves the display of media content. Because of Genoa’s Pixcale algorithms and filter selection, it provides improved brightness efficiency, resulting in better image performance and ambient light viewing for the consumer. Founded on LCD manufacturing processes, the company intends to license Pixcale technology to handset makers, who can use their own LCD manufacturers.