eypads are becoming passé and touchscreen displays an essential selling point for smartphones. Pick smartphones from the top-rung phone makers and you will find that each one has a unique aspect of their display to talk about or at least a new fancy marketing term for the display technology. While buying a touchscreen device, most users are simply wooed by this technical jargon without knowing what the device screen actually has to offer. We have picked the current crème de la crème of the smartphone industry to break down the mumbo-jumbo and simplify the key elements to explain what they really mean for a smartphone viewing experience.Display typeIt defines the type of display, such as LCD, TFT LCD, AMOLED, S-LCD, IPS LCD, and whether it is backlit or not. Manufacturers usually conceal the technology with some pretentious jargon to either impress or confuse novice and tech freaks. For instance, one of iPhone 5’s selling point is the Retina display. However, Retina display is just a marketing term that the device uses for its IPS LCD panel with higher pixel density of about 300ppi. IPS stands for in-plane switching, which means a better viewing angle and colours but at the cost of response time. Similarly, Nokia is marketing its ambitious Lumia 920 with an IPS LCD ClearBlack + PureMotionHD display. These terms simply mean the display can reduce reflections while viewing the screen and automatically adjust colours while outdoors. Moreover, the display will feature deeper black colours to make viewing the whole screen easier and pleasing to eyes.On the other hand, Samsung markets its Super AMOLED displays. AMOLED (Active-Matrix Organic Light-Emitting Diode) display technology is quite popular and used in mobile phones and even televisions. These screens can be extremely thin and don’t require a backlight, which helps make the device sleeker and saves battery life too. The Galaxy S III comes with Super AMOLED display, which is Samsung’s own fancy term for an AMOLED display that integrates a capacitive touchscreen layer directly into the display instead of overlaying it on top of the display, as has traditionally been done. So, basically, Super AMOLED isn't some new technology, but just an enhanced screen effect added by Samsung. On the other hand, the HTC 8X comes with an AMOLED rival. It features the S-LCD, which is a type of TFT-LCD with a low power consumption rate compared to other LCD technologies.
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