[July 03, 2009] Genoa Color Develops Pixcale Technology Tweet Jul 03, 2009 (Close-Up Media via COMTEX) -- Genoa Color Technologies announced the development of Pixcale technology which has the ability to address the twin challenge of delivering longer battery life and TV-quality color on mobile phone displays. The company said implementation of its patented multi-primary technology lets mobile handset makers reduce the power consumed in phone displays by 40 percent while providing improved image appearance. Genoa's multi-primary technology, while new to the smartphone market, is already fully developed and implemented in digital projectors, and in numerous LCD TV panels. "A steady increase in screen size and resolution, phone features, and mobile applications has placed progressively greater power demands on phone batteries. As such, the industry is facing an acute problem, desperately looking for ways to reduce mobile device power consumption," said Ilan Ben-David, CEO of Genoa Color Technologies. "By adopting our Pixcale technology, handset makers can improve the total battery life of a mobile device by 15 percent. This not only benefits service providers looking to monetize airtime, it also benefits end-user adopters of rich-media applications and content." Genoa reported that the display module consumes 50 percent of the typical smartphone power budget. Genoa's multi-primary technology offers a 35 - 50 percent backlight power savings in mobile device display modules. And because the added color filters represent only 4 percent of the total cost of Genoa's solution, the cost impact to manufacturers is negligible. Pixcale is based on established LCD manufacturing processes. Genoa said it plans to license the Pixcale technology to handset makers, allowing them to access their existing supply chain of LCD manufacturers for the displays. ((Comments on this story may be sent to [email protected])) [ Back To TMCnet.com's Homepage ]