IRYStec’s Perceptual Display Platform - Reinventing Smartphone Display

Global Innovations | TelecomDrive.com

Sparking revolutionary innovation in the smartphone display space, Ottawa, Canada based IRYStec’s Perpetual Display Platform is positively changing the way smartphone display delivers superlative and healthy user experience.

Simon Morris, CEO, IRYStec Software Inc. speaks with Zia Askari from TelecomDrive.com about the company’s innovative strategy and its future plans.

What are some of the key focus areas for Irystec today?

IRYStec Perceptual Display Platform (PDP) technology can be used to improve display experience in any display, but we in particular we initially focused on the patenting and commercialization of perceptual display processing to enable display devices to adapt to the viewing environment.

In the last year or so we have also started to focus on personalizing the viewing experience by enabling the display device to adapt to the user’s unique vision system – age, gender, eye deficiency.

What kind of innovations are you driving as an organisation? 

IRYStec is revolutionizing the display device user experience. We are developing and introducing a new form of display processing technology called perceptual display processing through a platform approach we call our Perceptual Display Platform (PDP).

This innovative platform technology will make display devices smart by enabling them to adapt to the ambient environment which they are viewed,  adapt to the specific user’s vision system and adapt to the specific display panel technology being used. Perceptual processing will bring several new benefits -  improved visibility, reduced eye strain, reduced power consumption and heat.

How are these innovations important for smartphone ecosystems?

Phones are viewed in varied viewing environments and not just room lighting yet the content and phones are really standardized for optimal viewing in room lighting. When a consumer views their smart phone in the bright light it is difficult to read, drains the battery due to high display brightness and adds to eye strain. Perceptual processing can create an optimal viewing experience in all environments – bright light and dim light improving visibility, reducing eye strain and reducing display power consumption.

Consumers in particular are becoming educated in the fact that long term viewing of displays is bad for their eyes and yet the average consumer spends more than 8 hours a day in front of a display.   Any technology that can help reduce the eye strain and adverse effects of long term viewing will be appealing to consumers driving demand for “perceptual display devices”.

Smartphone has fast become a tool to perform almost everything today - however, it is also exposing users to too much of eye strain - how can you as an organisation help here?

Significant research has already proven that eye strain increases when a consumer strains to read the display. IRYStec’s PDP technology and in particular its first software product for mobile phones called MOBILEvue improves contrast and visibility thereby reducing eye strain.

What is your go to market strategy? What are some of the key geographies and markets that you are targeting?

IRYStec is initially deploying through a basic B2B IP licensing model licensing our software to display device OEMs directly. We are focused on two markets, automotive and smart phones. For mobile phones we are focused heavily on India where consumers use their phones extensively in bright light and also in China where a large majority of phones are manufactured.

Please share your business roadmap. What more can we expect from IRYStec in the coming months?

IRYStec’s technology will be in production in automotive vehicles in 4Q.  This is a major business milestone and something quite remarkable as the Company was only incorporated 2.5 years ago.

We are seeing significant adoption in automotive as perceptual display processing is seen as improving safety in addition to solving challenge of viewing a display in bright driving conditions.

IRYStec will also be advocating for the adoption of “perceptual brightness” and “perceptual contrast” in display standards like ISO-15008. This initiative is led by IRYStec founder and CTO Tara Akhavan. We will also be exploring different business models for bringing our PDP technology into consumer devices like mobile phones.

For instance, we have started discussions with display panel suppliers and application processor chipset suppliers to bundle IRYStec’s perceptual display processing technology with their products to provide them with an advantage in offering a superior display user experience to their customers. This approach may yield faster and wide spread adoption and ensure all display devices are “perceptual display devices” within 5 years.