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December 01, 2005 in Social Responsibility News

SAMSUNG Electronics Develops Image Enhancement Technology for Mobile Applications

Seoul, Korea - December 1, 2005 : Samsung Electronics
Co., Ltd., a leader in advanced semiconductor technology, today announced
a new technology to enhance the image quality of mid and small sized LCD
panels. Jointly developed by Samsung Electronics and Samsung's Advanced
Institute of Technology, this new mobile image enhancement (MIE) technology
resolves the dark, unclear images on mid and small sized LCDs for mobile
phones and handheld devices. With MIE technology, viewers can expect brighter
and clearer onscreen images.

Samsung's MIE technology has a built-in algorithm for smooth video image
conversion. By greatly improving the image quality in small size screens,
this technology is expected to raise the quality of video content as well
as digital multimedia broadcasts received via handheld terminals.

Through the MIE technology, Samsung has been able to optimize the gray
scale of LCD pixels without changing the color. Application of this technology
will increase the luminance of a given LCD panel and backlight by at least
30 percent.

Wider LCDs mounted on portable multimedia players and demand for video
reproduction on other mobile products required displays to consume more
power. By implementing this MIE technology, the power consumption used
to brighten the screen will also be reduced by 30 percent.

"This technology is the result of intensive, ongoing research on
the implementation of semiconductors in next-generation displays,"
said Jin-Tae Kim, vice president of the DDI Development Team at Samsung
Electronics System LSI Business Division. "We expect the MIE technology
to be utilized in a wide range of high-definition mobile displays in the

This MIE technology is built into Samsung's display driver IC (DDI), which
is used in LCDs to reproduce color, as an optimizing algorithm. Therefore,
it does not require a separate dedicated chip or additional space. Samsung
expects to ship samples of this MIE-enabled DDI in December.

Since 2002, Samsung has led the world market in DDIs. This product category
represents sales of at least US$1 billion each year, and a variety of
new DDI devices for mobile applications have been introduced recently.

About Samsung Electronics.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication,
digital media and digital convergence technologies with 2004 parent company
sales of US$55.2 billion and net income of US$10.3 billion. Employing
approximately 113,000 people in over 90 offices in 48 countries, the company
consists of five main business units: Digital Appliance Business, Digital
Media Business, LCD Business, Semiconductor Business and Telecommunication
Network Business. Recognized as one of the fastest growing brands, Samsung
Electronics is the world's largest producer of color monitors, color TVs,
memory chips and TFT-LCDs. For more information, please visit www.samsung.com

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