Citing the Dutch giant’s famed TV heritage and a variety of video IPs
accumulated at Philips Laboratories, Jeremy Thomas Davies, NXP
Software’s product and development manager of applications, recently
talked to EE Times about his company’s three-pronged strategy to “bring
the living room HD TV experience to mobile.”
The company hopes to offer
its “video experience module” to a) service providers; b) OEMs (chip
suppliers and tablet vendors), and c) directly to consumers as a video
sharpening app called CineXPlayer. The video experience module is
designed to “upscale video stream resolution and bring HDTV-like
experience to mobile,” claimed Davies.
Unlike those eyeing to
develop hardware-based solutions (i.e. a special video or display
processor for mobile platforms), NXP Software, as its company suggests,
is a strong believer in software. The company is hoping to leverage the
GPU – already integrated in mobile apps processors – to run NXP
Software’s video experience module algorithms.
they are using Imagination’s GPU core or ARM’s Mali, today’s multi-core
apps processors are so powerful and they are more than capable” of
sharpening video and intelligent video scaling, said Davies.
company, however, doesn’t plan to offer all the video enhancement
algorithms (designed to deal with various video artifacts) in one
package. “We have a road map,” said Davies, “and we plan to roll them
out in phases as we educate our customers.” In other words, rather than
pushing every video hat trick in one go, “we need to bring the market
with us,” he said.
Other video enhancement algorithms to correct
judder, motion blur, contrast, and color artifacts, for example, are
“cooking in the pipeline,” Davies said.
NXP Software believes
it’s well positioned to talk mobile platform vendors into licensing its
video experience modules. Since it rolled out two years ago a consumer
app, called CineXPlayerHD, designed to sharpen video on iPhone, NXP
Software has been collecting insights from a million CineXPlayer users,
according to Davies.
Noting how each consumer perceives best video
quality is subjective, Davies pointed out CineXPlayer’s crowd-sourced
information is extremely valuable. NXP Software’s engineering team has
been extracting patterns from how consumers used a variable slider in
the CineXPlayer to set what they believed as optimal video viewing.
company’s video experience module offers high-quality up-scaling to
screen by resolution enhancement, matching video quality to the HD
screen and compression blocks reduction. It also provides details and
sharpness enhancement by intelligently added pixel detail, increasing
perceived color and depth and others.
video specifically tailored to a new display is an exercise all the
leading consumer TV manufacturers, including Philips, went through in
the last two decades. They honed their video skills and thrived on them
as their differentiator. NXP Software’s Davies noted, “For us, this
feels like a history repeating itself.”
But when the medium is
mobile, every vendor of display processing solutions must newly ponder
how much video processing is actually needed to visibly please tablet
users. The issue of cost is also compounded by the impact on battery.
every leading apps processor company, Qualcomm and Broadom included, is
believed to have its own strategy, the battle of mobile display
processing has only begun now.
Junko, I would like to digress here -what about the impact to society and the human population in general? Isn't this too much amusement where ever and when ever? I already feel that I am communicating (the old fashioned way!) much less than I used to with my family members. With the old fashioned boob-tube, one benefit is the whole family watched it together.
Seems to me what one of my favorite rock artists prophesied is on its way to be realized -Roger Waters' Amused to Death!
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