BOE HYDIS Unveils New LCD With Spectacular Outdoor Readability; Outstanding Visibility Indoors and Out with Innovative Light Reflection Control; Optimal for Mobile Devices with Lower Power Consumption and Wide Viewing Angle.

ICHEON, South Korea -- BOE HYDIS has successfully developed a new mobile TFT-LCD with superior outdoor readability under bright sunlit conditions.

The new product is applied with 'AFFS-Outdoor' technology that significantly enhances contrast ratio and reduces outside reflections on panels compared to BOE HYDIS' existing AFFS (Advanced Fringe Field Switching) technology.

The product features improved transmission of 5.9 percent, external LCD reflection of 0.2 percent or lower and higher internal panel reflection that contribute to its enhanced readability.

Compared to transflective products normally used for outdoor LCDs that have the disadvantages of poor indoor image quality and high production cost, the advantages of this technology are greater outdoor and indoor readability and its low manufacturing cost. As well, visibility under bright sunlight is much higher than TN products commonly used for cellular phones.

Developed with amorphous Silicon (a-Si) on a 2.03-inch QVGA (240x320), the new product provides a high contrast ratio of 700:1, 67 percent color reproduction, 260 nits brightness, and an AFFS-applied 180(degree) wide viewing angle. With higher transmission and lighter cell load, it also boasts 30 percent lower power consumption compared with TN products, making it applicable to small VGA products with 350ppi resolution or above.

To lower external LCD reflection, polarizer with anti-reflection films is used and upgraded AFFS technology is applied for higher internal panel reflection. These innovative technical applications make the design optimal for mobile devices.

Researchers at BOE HYDIS discovered that the black matrix (BM) in optical design, which divides red, green, and black (RGB) pixels and prevents the escape of in-light, also lowers transmission. Thus by removing the BM, they could achieve higher transmission and internal reflection in the product.

BOE HYDIS views AFFS-Outdoor technology as an upgrade to its already much apprised clear imaging and wide viewing angle AFFS technology. The company plans to implement the new technology in all its AFFS-applied products -- handsets, tablets, portable PCs, TVs, and special applications -- suggesting that "Outdoor Readability" is to become a new criterion in all display products.

CTO Jungyeal Lee of BOE HYDIS explained, "Due to technical and financial difficulties, outdoor readability for TFT-LCD has been downplayed and neglected, but consumer demand for high quality continues to rise. This newly developed technology will enable optimal display quality for mobile devices such as cellular phones, DMB, PMP, and digital cameras both indoors and outdoors."

--About BOE HYDIS

Formerly a member of Hynix Semiconductor, BOE HYDIS was incorporated into China's BOE Technology Group Co Ltd in January 2003. BOE HYDIS is currently among the top 10 global TFT-LCD producers, in terms of production capacity. With its talented and innovative research and development team of nearly 300, the company is positioned to become one of the global top five producers by 2008. Headquartered outside of Seoul, South Korea, it has established a global network of sales and service offices in the United States, Japan, Taiwan and China. For more information, visit www.boehydis.com.