Apical's Assertive Display® Technology to be Supported in Qualcomm® Snapdragon™ 800 Processors for Smartphone and Tablet

     Apical's Assertive Display® Technology to be Supported in Qualcomm®
         Snapdragon™ 800 Processors for Smartphone and Tablet Devices

PR Newswire

LONDON, February 22, 2013

LONDON, February 22, 2013 /PRNewswire/ --

Apical is pleased to announce that Qualcomm Technologies, Inc., a wholly owned
subsidiary of Qualcomm Incorporated, will support its Assertive Display®
technology in Qualcomm Snapdragon™800 processors.

Assertive Display is a new technology which makes the display adaptive to its
viewing environment. By employing sophisticated video processing algorithms
based on research into human vision, the mobile display is continuously
adjusted to deliver a consistent, high-quality experience in all conditions,
including those in which content would be otherwise unwatchable.

The result is that the multimedia experience is maintained everywhere, even in
bright sunshine. Assertive Display-enabled devices typically consume at least
30% less display power, leading to significant battery life extensions.
Viewing comfort is maximized by ensuring that the display is neither too dark
nor too bright for the eyes.

Assertive Display has been featured in devices from smartphones by
manufacturers such as Sharp and Huawei to HDTVs by Bang & Olufsen.

Qualcomm Technologies supports Apical's latest, third-generation Assertive
Display technology, which operates with minimal software load and very low
power consumption for even the highest display resolutions.

Says Michael Tusch, CEO of Apical, "We are excited that a mobile pioneer like
Qualcomm Technologies is supporting Assertive Display and making it available
to its customers this year. Qualcomm Technologies' leadership in the mobile
industry could help enable a wide range of smartphone and tablet makers to
adopt the technology and their users to start getting a great multimedia
experience wherever they happen to be."

About Apical

Apical specializes in advanced image and video processing technology for
embedded applications. The company's products are derived from original
research into the human visual system and are designed to maximize the
performance of a wide range of image capture and display devices. Apical works
primarily with OEMs and semiconductor manufacturers for whom high-performance
imaging is a key differentiator. Apical is a privately held company based in
the UK.



Contact: Rushad Ahmad, Chief Financial Officer, Apical Limited, Direct:
+44(0)20-7038-3824, rushad@apical.co.uk
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