Science & Technology
Science and Technology
Science and Technology 
Tue, February 17, 2009
Mon, February 16, 2009
Zoran Corporation: Zoran Demonstrates Highest Image and Video Quality Processor for Multimedia Camera Phones at Mobile World Co
SUNNYVALE, CA--(Marketwire - February 16, 2009) - Zoran Corporation (
The APPROACH® 7 multimedia processor provides a high definition video experience with its universal HD video player, video display enhancement tools, and built-in HDMI interface enabling camera phone users to enjoy high-quality still photos as well as HD video and audio on any large screen HDTV.
Based on Zoran's industry leading COACH digital camera image signal processing (ISP) technology, image quality and real time video capture enabled by the new APPROACH® 7 processor now rival high-quality digital cameras. Mobile handsets can now include image and video stabilization, ISO 3200, H.264 HD video recording, patented Z-light wide dynamic range, patented temporal noise filter for highly-effective noise suppression and compression efficiency, real-time lens distortion correction and hardware face detection and tracking.
"Market demand for high-end camera and multimedia functionality into handsets is reaching record highs as consumers continue to utilize their handsets not just for traditional photos and videos but also for consuming digital media as well as generating content for social networking sites. iSuppli projects the market for camera phones and multimedia phones will grow from 940 million units in 2008 to over 1.3 million units by 2012," said Francis Sideco, Senior Analyst, Wireless Communications, iSuppli.
The APPROACH® 7 processor also includes a high-end 2D/3D graphics engine enabling an easy-to-use interface, desktop-level web browsing, console-level graphics, and 3D navigation. The Open GL ES 2.0 and Open VG 1.1 graphics core supports WVGA 30fps screen refresh simultaneously while running other applications such as HD video player for an enhanced user experience. Its predecessor, the APPROACH 5C processor, is used in LG's Viewty, Secret and Renoir camera phone models sold in the U.S., Europe and Asia.
"In this highly competitive market, handset manufacturers are looking for ways to differentiate their brands and to provide multiple new models that deliver an improved user experience in a small, well-designed low power mobile phone. The APPROACH® 7 multimedia processor provides the best-in-class image and video processing as well as new features that help the consumer capture better quality photos and video clips that they are proud to share with family and friends. Our focus has been to enable the handset manufacturer to deliver an improved experience for all mobile phone users," said Coby Sella, senior vice president and general manager at Zoran's Mobile division.
About Zoran Corporation
Zoran Corporation, based in Sunnyvale, California, is a leading provider of digital solutions in the digital entertainment and digital imaging markets. With two decades of expertise developing and delivering digital signal processing technologies, Zoran has pioneered high-performance digital audio and video, imaging applications, and Connect Share Entertain technologies for the digital home. Zoran's proficiency in integration delivers major benefits for OEM customers, including greater capabilities within each product generation, reduced system costs, and shorter time to market. Zoran-based DVD, digital camera, DTV, multimedia mobile phone, and multifunction printer products have received recognition for excellence and are now in hundreds of millions of homes and offices worldwide. With headquarters in the U.S. and additional operations in Canada, China, England, France, India, Israel, Japan, Korea, and Taiwan, Zoran may be contacted on the World Wide Web at [ www.zoran.com ] or at 408-523-6500.
Zoran, the Zoran logo and APPROACH are trademarks or registered trademarks of Zoran Corporation and/or its subsidiaries in the United States or other countries. All other names and brands may be claimed as property of others.