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Apical Limited – Q&A


What was the vision behind the company and who was involved in the founding?
Apical was founded in 2001 by Dr Michael Tusch and Dr Slava Chesnokov based on breakthrough research by Dr Chesnokov into modelling human vision. The pair recognized that such technology would be of central importance in virtually all the digital imaging devices. The objective was to make Apical’s technology the industry standard for high-quality embedded imaging device applications.

Where did the idea of the innovation itself come from?
The human eye does sophisticated processing to the images we perceive before they are sent to the brain, to adjust for huge differences in the amount of light in the environment. All imaging devices, whether cameras or displays, operate in this same environment and, to produce natural and appealing imagery, they need to use the same kind of processing. Apical’s technology makes cameras see like the eye and displays adapt to the viewing environment from darkness to bright sunshine.

In your view, please describe the most important aspect(s) of your innovation?
The biggest problem for mobile displays is their very inefficient use of screen power. It causes batteries to drain too fast, it means that you often can’t view multimedia content outdoors and generally the user experience is muted. Apical’s innovative solution turns the problem on its head and adapts the content to the display under ambient viewing conditions using sophisticated human-vision algorithms. Content looks better, is viewable in sunlight, and displays use dramatically less power.

Who is your customer and why should/do they buy/use your innovation?
Apical’s direct or indirect customer is the smartphone or tablet maker. They should use Apical’s Assertive Display product because they have invested hundreds of millions of dollars in addressing the problem of mobile display power consumption and viewability with little result. Apical’s technology adds negligibly to device cost, is smart, has a true “wow” factor for the user. Operators/content providers will benefit from greater video usage and users will get a great multimedia experience anywhere.

What do you hope to achieve when attending Mobile World Congress 2012?
We hope to raise Apical’s profile amongst handset and tablet manufacturers, network operators and content providers; to explain and demonstrate our technology to key potential customers with the aim of securing follow-up discussions; to meet with potential customers with whom we already have ongoing discussions; to further penetrate the complex supplier ecosystem to enable us to secure the necessary manufacturing relationships to get our technology integrated into end products.

If you have been to Mobile World Congress before what advice would you give to first time visitors?
There is a lot going on and if you are aiming to meet specific people be aware that their schedules are frequently changing. Be persistent and focus on your objectives.

This article was written by: david-admin

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