JDI announces a 7" display with 1000 nits of peak brightness, and 40% lower power draw

The joint-venture of Sony, Hitachi and Toshiba - Japan Display Inc. (JDI) - is on a roll lately. After announcing the first 4K 10" tablet panel, at the SID display expo, JDI will showcase a 7" one with up to 1000 nits of peak brightness, yet a greatly reduced power consumption.

The 7-incher sports 1200x1920 pixels of resolution, and is done with Sony's WhiteMagic technology that adds an extra white pixel to the traditional red, green and blue setup. The RGBW matrix lets the display draw up to 40% less power than conventional LCD screens when indoors, while still offering the very good 500 nits of maximum brightness then. 

At the same time, on account of the "high permeability of the RGBW pixels," peak brightness outdoors can receive a twofold boost, reaching up to 1000 nits, and making the display visible even in direct sunlight, which should bode well for all beachgoers. In this ultra high brightness mode, the 7" display will still draw as much power as a conventional LCD panel outdoors, so on average the battery life of a tablet equipped with this screen, will still be much better than the typical endurance range.

Display modeLTPS IPS
Screen size (diagonal)7.0-inch (17.8cm)
Number of pixels1,200 (H) x RGB (W) x 1,920 (V) (WUXGA)
Resolution density323 ppi
Dimensions98.7mm (W) x 160.8mm(H) x 1.8mm (D) 
NTSC ratio72 %
Dead-bandSide 1.4mm
Contrast Ratio1,800:1
Viewing angle>160 degree (CR>100:1)
Surface luminance500cd/m2 (at low power mode)
1000 cd/m2 (at outdoor mode)
Power consumption690mW (at low power mode)
Backlight: 550 mW
Panel: 140 mW
source: JDI



1. hipnotika

Posts: 353; Member since: Mar 06, 2013

this is the innovation !!!!!!!!!!!

10. techperson211

Posts: 1280; Member since: Feb 27, 2014

Innovation at it's best!!! Nice one Japan. This is how you innovate , each company helping not getting a law suit.

14. hipnotika

Posts: 353; Member since: Mar 06, 2013

%40 less power means %40 much battery power ;)

29. g2a5b0e unregistered

No. The screen isn't the only thing using the battery, guy.

20. jaytai0106

Posts: 1888; Member since: Mar 30, 2011

YES!! Power of UNITY!!

16. vincelongman

Posts: 5677; Member since: Feb 10, 2013

Very impressive efficiency and brightness However, My brother has a Xperia P, it has a 700 nits IPS WhiteMagic display, it has an issue where at 80% brightness or higher it looks very washed out and looks like it a white filter over the screen But then again, I guess with a 1000 nit display you could probably see it almost any conditions at only 50% brightness And the Xperia P is from 2012, so their WhiteMagic tech would defiantly have improved since

22. InspectorGadget80 unregistered

Sounds better than AMOLED! And this is why I buy Japanese phones

2. emadshiny

Posts: 1144; Member since: Dec 05, 2012

Next Nexus 7 with a Sony design and this great display.

3. Desmortibus

Posts: 66; Member since: Apr 04, 2014

Now we are going somewhere... Outstanding.

4. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

Well done.... And kudos to Sony's WhiteMagic tech.

5. wilsong17 unregistered

Goes to show if manufacturer work together we can have a brighter future

6. Diezparda

Posts: 941; Member since: Oct 23, 2013

after watching LG G3 impresion by MKBHD i think this screen technology is more welcomed than having QHD display while most Android apps still limited to full HD.

7. nlbates66

Posts: 328; Member since: Aug 15, 2012

if I remember correctly, Sony's Whitemagic displays all had horrible problems a while back, where the extra white pixels completely washed out colors and ruined color accuracy, hope they've sorted those issues out. :)

13. vincelongman

Posts: 5677; Member since: Feb 10, 2013

My brother has a Xperia P, it has a 700 nits IPS WhiteMagic display, it has an issue where at 80% brightness or higher it looks very washed out, but it looks fine when under 70% brightness

19. justsayit

Posts: 256; Member since: May 09, 2013

i thinks it is imposible to solve it if using same method since lcd(or so called led lcd) has a back lightning,means all pixel colour are always "Bright"(even black colour) and the white pixel just produce only white colour,and means the white colour always "Bright",and colour saturation on lcd/led is just well saturated(most just about 100% gamut),so when the screen too bright,will decrease colour saturation and will causing the colour look washout also the lcd/led display 's pixel is cannot "turn off" themselve like what OLED display can, so i think it is impossible to solve this issue if the panel is LCD/LED and this kind of technology, i thinks it only useful for OLED display, since oled display colour saturation is oversaturated(if without some tweak), and the white pixel's brightness can reduce the saturation,make the colour more natural and make the display bright(dim also the oled display weakness) i hope you understand my broken english,if i am wrong feel free to correct me :D

8. robma

Posts: 2; Member since: Jun 04, 2014

1800:1 :O!!! Have we ever had anything like this on any mobile LCD before? It's awesome.

9. artorelis

Posts: 5; Member since: Apr 02, 2012

Nice. I'm waiting SONY Xperia Ultra Z2 (second generation) with such type of screen. :-)

12. N3Z1droid

Posts: 89; Member since: Jan 02, 2014

Or Z3

11. darkskoliro

Posts: 1092; Member since: May 07, 2012

awwww hell yeah!! now battery life is really gonna kick it for the next flagships :D

15. androtaku

Posts: 246; Member since: Dec 12, 2013

no screen that's without fake color + green tint on human face can claim its the best Sony, you fail this time

17. peace247 unregistered

Ohh no my eyes are already burning...;-)

18. GreekGeek

Posts: 1276; Member since: Mar 22, 2014

I'm always a bit of a skeptic when it comes things like this..... I'd rather wait and witness if these can actually deliver Have you ever got blown away by Ultra pixel? Triluminous/Bravia? Isocell?

25. refillable

Posts: 1071; Member since: Mar 10, 2014

Yep, Retina Display, Face recognition lockscreen, All that Touchwizz Bloat, Dual camera (Samsung and LG, Not HTC), Air Gestures, etc. All of them can go in that category.

21. networkdood

Posts: 6330; Member since: Mar 31, 2010

No bezel?

23. Kamehameha

Posts: 44; Member since: Apr 21, 2014

RGBW?? No thanks..

24. refillable

Posts: 1071; Member since: Mar 10, 2014

Good union... I wonder why Sharp and Pana didn't join? I hope those Japanese companies will do some competition with LG and Samsung, whom are based just some hundred kilometres away from Japan.

26. RandomUsername

Posts: 808; Member since: Oct 29, 2013

I wonder how this compares to the display on the Kindle Fire HDX :D

27. alexvv

Posts: 165; Member since: Oct 16, 2013

well we've seen something like that with the xperia p with not that great results. but still it was pretty good outdoors

28. rallyguy

Posts: 620; Member since: Mar 13, 2012

Sounds very promising.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.