 here, the SID display week here in Los Angeles and who are you? My name is Candace Brown Elliott and in terms of SID membership I'm a senior member and in 2014 was honored by SID with the auto shot-up prize for my work on pentyle displays. So maybe you can grab though you don't have to but if people have a Samsung AMOLED you part of it? Well the Samsung OLED panels often have our particular layout it's the pentyle diamond layout and it's a layout that allows you to get the same resolution and image quality from only two sub-pixels per pixel using technology called digital sub-pixel rendering. So you did that? You invented that? My company developed it, my team and I worked on it although I was the original thought leader of it. Best way I like to put it. Sub-pixel rendering. So how can you render below the pixel? What does that mean? Well first off you have to understand what a sub-pixel is. See most color flat panel displays use separated color points the red, green, blue or maybe white or even some other colors depending on the particular design of the display but though each one of those different color dots is called a sub-pixel because in a naive formulation of how you would analyze a display is that you have a pixel and then inside of a box you would have a red, a green and a blue dot and each of those is a sub-component of that pixel and that's called a sub-pixel. However in sub-pixel rendering we don't treat them as being sub-pixels. We treat them as being reconstruction points for the image just using all of the each of those dots as being its own center of light and image information and when you do that you've make an information more efficient. You make a display that's more energy and information efficient. It can be a lot better display. So does that mean let's say a 1080p display has four times 1080p dots in there? Well usually three times three times 1080p and that means you can you can render somehow you render something differently? Yes you use each of those dots that's within that number and each one becomes its own like pixel itself. And so what do we have been doing in this display industry and when you've been doing lots of stuff right? Well I've been involved in SID since 1986 and of course since 1990 I was working on an electroluminescent displays in 97 started working on L-COS displays and then in 2000 I founded a company called Clairvoyant to develop the digital signal processing algorithms for sub-pixel rendering and the particular novel put sub-pixel layouts that would be more energy and information efficient. So is this a technology you license out to the led makers? Well originally we were licensing it as a as our business model but Samsung bought Clairvoyant and all of the technology in 2008. So now you work for Samsung? Not really no. No? No I started I started another company in 2008 called Nuvoyance and then under contract so as a contract supporter of that technology we worked with Samsung and then later I've been working in the last few years with several other companies on other ideas and newer technologies. So what is Nuvoyance? Nuvoyance is that company that's formed in 2008 to develop those newer technologies and develop stuff. So we you know one of our clients that's this publicized it we've developed a new layout for UDC that uses four colors red green blue and yellow so UDC can get a more energy efficient OLED panel. So OLED now is a 30-year anniversary and this LCD is huge what do you think is the future for OLED? OLED is going to continue to be the dominant technology in mobile phones smartphones. LCD will continue to be the dominant technology in television. There'll be some overlap on both sides some cell phones will still have LCD and some some TVs will have OLED but there's been pretty much a market segmentation in those two different technologies. I believe that that will continue for a good number of years as each technology continues to remain competitive and to get better. So you don't have to reveal any secrets from the industry but there's been rumors that iPhone might be using OLED that would be a big deal. I wouldn't know. And then so it's something like that that would really make it again I wouldn't know. You know the old joke I visited Apple One and all I got was this lousy t-shirt. Now so I wouldn't be able to say one way or the other. All right so in the future more and more OLED and SID display week you think is a cool as I said SID display week has been where I've been you know hanging out since oh goodness the early 90s. So it's a cool place to hang out. Oh yeah every year I always go to SID display week since I said 90 something since I went to my first one in Seattle.