JDI begins producing super bright Full HD 5-inch displays to banish your phone’s fear of sunlight

by: Adam KoueiderOctober 12, 2013

JDI WhitMagic display

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.

  • Aniruddh

    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

    • Balraj

      Not all phones are immune to sunlight :-)

      • Aniruddh

        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.

        • Adam Koueider

          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”.

        • drvadlamudi

          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.

  • Bone

    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.

  • Keshav Kumar

    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.

  • Ryan Castle

    “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.

  • moose

    OLED should be AMOLED. 2 different technologies.

  • zeppelin

    this is good news. someone please secure this innovation from Apple’s hand..

    • Aniruddh

      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”

    • cycad007

      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.

  • jangaleon

    the xperia p has good viewing angles.

  • jjordan

    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

  • drvadlamudi

    I would love to see screens use sunlight to their advantage like in eink displays.

  • Dreagosh

    funny that sony colaborated on this. i think it could use some on the z1

  • Brendon Brown

    This might just be the end of Sony and its poor mobile screens ! :D