“WhiteMagic” brightens Sony LCD

By adding a white subpixel, Sony says it has improved the power consumption and outdoor visibility of a 3-inch VGA LCD module aimed at cameras and phones.

Standard LCDs have red, green, and blue subpixels. The addition of a white pixel can cause image quality deterioration. However, Sony says its analysis of the input picture data and new signal processing algorithm overcome these issues.

The module has two modes, one that reduces backlight power consumption by around 50 percent, and a second that approximately doubles the brightness to improve outdoor visibility. The display also has a 160-degree viewing angle.

The WhiteMagic panel will sample in October 2011, priced at about $65.

More information is here.