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Perceptual display start-up IRYStec appoints Intralink in China

Perceptual display start-up IRYStec appoints Intralink in China

15 Dec 2017 - Canadian start up IRYStec believes it has found the cure for display fatigue and sees Asia as the key.

As mobile devices become better, sharper, quicker, and even more ubiquitous, one problem persists – eye fatigue. Displays come in all shapes and sizes but they’re intrinsically the same – same colours, same pixels, same brightness. Human eyes aren’t, and each pair experiences the world differently.

IRYStec, a Montreal-based start-up, has developed technology to fix the tired eye problem. IRYStec’s Perceptual Display Platform (PDP) is a type of embedded software that, when installed on a display device, through clever image processing algorithms and physiological models can sense the environment and understand the device user’s personal characteristics to deliver a sharper image, optimised in real time, meaning less stress on the eye. The technology got its start in mobile handsets but is now applied in situations where safety is on the line such as in-car display units. The next big market for PDP may also be AR/VR, as it finally begins to gain traction around the world with the technology becoming more affordable and more quality content being created.

IRYStec is a great example of a Western company that recognises the need to go East early on. In Asia, smartphones are arguably even more prevalent than in the West, and Asian consumers’ individual needs even more pronounced. IRYStec appointed Intralink as its China business development outfit with the goal to build and nurture commercial relationships with Chinese smartphone OEMs and automotive tier-1s.

Stewart Randall, Project Director at Intralink’s Shanghai office, and the man in charge of IRYStec’s China business development initiative, said: “A consumer electronics journalist Vlad Savov put it best in The Verge a few years back: “If you’re a producer of personal electronics without a China strategy, then you might as well not have a growth strategy“. China’s smartphone market is unlike any other – the top 5 device makers: Huawei, Xiaomi, Vivo, Oppo and Apple, occupy 91% of the overall market. Samsung, the world’s largest smartphone manufacturer, takes just 2.2% of the cake. The market itself is huge – estimated to be just shy of 700 million devices in 2017 and expected to crack 2 billion by 2022. This is why companies like IRYStec need to be here on the ground, and this is why we’re so excited to be working on initiatives like this one.”

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