JDI (Japan Display Inc.), a joint venture between Sony, Toshiba and Hitachi, has announced that it will begin to produce Full HD 5-inch “WhiteMagic” LCD displays, which are almost 40% brighter when compared to some of the brightest displays on high-end phones of 2013.
Sunlight has been a mortal enemy of smartphone displays for quite some time now, especially on OLED displays (not counting the Samsung Galaxy Note 3) and the new displays from JDI utilize an extra white pixel added to the standard RGB (Red-Green-Blue) pixel layout to create a RGBW (Red-Green-Blue-White) pixel layout.
This tweak allows the display to reach a surface luminance of 840cd/m^2, an insanely high brightness when compared to current smartphones like the Samsung Galaxy S4 (475 cd/m^2), iPhone 5 (556 cd/m^2), HTC One (491 cd/m^2) and the Samsung Galaxy Note 3 (660 cd/m^2).
Luckily, that extremely high brightness level doesn't affect battery life.
Luckily, that extremely high brightness level doesn’t affect battery life. The WhiteMagic display “scans the input picture image data through a unique algorithm which derives the best signal processing to drive the LCD panel and backlight,” allowing the display to use less battery when at brightness levels similar to other LCD panels and offer similar power consumption at higher brightness levels.
The WhiteMagic display has been seen in mid-range smartphones like the Sony Xperia P, but the new high resolution displays will ensure that we will see the panel in high-end smartphones. We wouldn’t be surprised if Sony were to use the panels in its upcoming smartphones. Let’s just hope that the displays also offer improved viewing angles.
Hit the source link below for the full specifications of the WhiteMagic panels.
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I can see my phone just fine in sunlight, so I really don’t see why we need insanely bright phones. That’ll make it difficult to look at it. The display will likely be more expensive as well, which further reduces the appeal
Not all phones are immune to sunlight :-)
That’s true, but the brightness of current phones is more than enough. My never keeps her Note 3 on full brightness, not even in sunlight, it’s usually on -5 and auto.
And as Ryan Castle mentions, too much brightness will be blinding and may seriously damage the eyes.
I doubt that anyone will be keeping the brightness at full if they buy a phone with the display.
Besides being extremely bright and keeping the battery levels down to a minimum, it also means that at similar brightness levels to other smartphones it’s more battery efficient. So it’s not completely “useless”.
In bright sunlight, all phones screens in auto mode will work in full brightness to overcome the brightness of sunlight. It won’t be blinding because you’re eyes’ pupils contract to limit the amount of light entering just like the aperture of a camera.
The Note 10.1 2014 has a RGBW pixel arrangement and it’s still quite saturated and accurate depending on mode, so I’m looking forward to this. until then, the Note III is the brightest screen around.
Its Good news for many of us but we will have to see in practical if it really does not effect battery life of a high end smartphone.
“Luckily, that extremely high brightness level doesn’t affect battery life.”
I think my eyes are more important that battery life. I don’t wanna wake up at 6am and realize I left full brightness on. Instant blindness.
set it at auto brightness. i’m pretty sure it has that on almost every phone.
Talk about FWP
OLED should be AMOLED. 2 different technologies.
this is good news. someone please secure this innovation from Apple’s hand..
Seriously. I can imagine Jony Ive in the iPhone 6 video saying
“We redesigned it from the bottom up. The display is whatever% brighter than the iPhone 5S display and it doesn’t even compromise the battery life! So…be an idiot and BUY IT!
P.S. It’s blinding to look at and useless”
JDI is a supplier of mobile display technologies. They are *NOT* a competitor to Apple…rather a potential supplier of the displays for Apple.
If anything it is Samsung that should be worried, *NOT* Apple.
the xperia p has good viewing angles.
This is a really good thing I hope this technology could be shared between all the major android OEMS…direct sunlight is a smartphone killer period…as long as it doesn’t effect battery life I see absolutely no downside to this at all like some comments
I would love to see screens use sunlight to their advantage like in eink displays.
funny that sony colaborated on this. i think it could use some on the z1
This might just be the end of Sony and its poor mobile screens ! :D