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Himax Compares Smartphone ID Solutions, 3D Sensing

Himax quaterly earnings report presents the company's vision of 3D sensing market:

"Leading Android smartphone makers are exploring various 3D sensing technologies, namely structured light, active stereo camera (ASC) and, to a lesser extent, time-of-flight (ToF), trying to strike a good balance of cost, specifications and application. More software players are entering the ecosystem to develop 3D sensing applications beyond the existing applications, namely facial recognition, online payment and camera performance enhancement.

Himax has been working with an industry leading fingerprint solution provider to develop an under-display optical fingerprint product in the last two years, targeting smartphones using OLED displays. Himax provides a customized low-power image sensor in the solution. The Company is pleased to announce that the solution has entered into mass production with a major Android smartphone OEM for their new flagship model with shipment expected in the coming months. The CMOS image sensor used in the solution will have a notably higher ASP than the Company’s traditional display driver IC products.

SeekingAlpha: In Q&A session, Himax CEO Jordan Wu gives more details anout its optical fingerprint business:

"It appears to be to enjoy pretty good momentum right now in the Android market. Okay, because of cost issue. The business can change overnight in how they are, firstly, the cost, I’m talking about the total solution, which includes most importantly the CMOS image sensor, and as I said optics and certainly algorithm chip combined at the module. Initially, when the technology was promoted, we’re talking about $10 in total, but now, we are seeing $10 plus in total.

Now, we’re seeing the total cost is now coming down to $10 or even below. And because of certain cost saving measures adopted by module houses, in particular, in the optics side. So for that reason, again, customers want full screen design and they don’t want their capacity touch to be on the back, which is not convenient to use. So for full screen design, if you feel structured light too expensive, ToF is also quite expensive and even ASC is relatively expensive because ASC now, we’re still talking about $10 plus and this thing, fingerprint is already below $10.

So for that reason, it seems to be picking up momentum. However, I will have to say that the limitation of fingerprint is that it can do nothing out of the fingerprint, whether it’s all three kinds of 3D sensing, you can have a lot of other applications beyond unlocking your smartphone and payment. Right. So I think that is the most important thing. And certainly, under glass fingerprint, one reason why it is getting traction by it, it is not really becoming overwhelming. One of the issues is it still suffers from its lesser satisfactory accuracy, meaning when you try to unlock your phone, the failure rate still is too high. And when it fails, you have to – the user will have to key in the password, which people hate, right.

So in comparison, 3D sensing or face authentication, the accuracy level is a lot higher. And so they are certainly a big wildcard will be our first launch in expected September, right, in the new phones, whether they can introduce interesting attractive new features, application to 3D sensing. But I think it is still slightly too early to tell who is going to dominate which segment of the market as of today.

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barrettSF’s “Never Say Never” Campaign for WWE 2K19 Culminates with Launch Anthem

Advertising agency barrettSF concludes its multimedia marketing campaign with a video showcasing prolific WWE Superstars to launch this year’s release in the popular WWE 2K video game franchise. WWE 2K19 released October 9 for the PlayStation4 computer entertainment system, Xbox One family of devices including the Xbox One X, and Windows PC.

The theme of the campaign – “Never Say Never” – is brought to life in the ad through the backstories of the featured WWE Superstars, highlighting their improbable individual journeys to WWE stardom.

The commercial is the last in a series of four, all of which are tied together with the “Never Say Never” theme. The prior three ads showcased WWE Superstars “Rowdy” Ronda Rousey and Daniel Bryan, as well as former WWE Champion Rey Mysterio. But, in this final chapter of the campaign, a broad array of WWE Superstars are on prominent display.

From an unlikely ascension of the shorter-statured Rey Mysterio in a land of giants, to former reality star The Miz’s crossover success, to the redemption story of WWE 2K19 cover Superstar AJ Styles, the campaign highlights how each WWE Superstar overcame the odds in visually distinctive ways.

The ad broke on October 1 and will air globally on broadcast, as well as on a variety of digital and social platforms.

“There’s no instruction manual for how to make it in WWE, and ultimately WWE 2K19,” said Todd Eisner, creative director at barrettSF. “Every WWE Superstar’s story is different, yet each has one thing in common – they were all told they’d never make it. It’s fun to celebrate those who make their dreams come true, especially when the dream is as wild as becoming a WWE Superstar.”

barrettSF began its relationship with 2K for the launch of WWE 2K15 in 2014, making this their fifth year of campaign partnership.

“Never Say Never”

Advertising Agency: barrettSF, San Francisco, CA (USA)
Executive Creative Director - Jamie Barrett
Creative Director - Todd Eisner
Associate Creative Directors - Jen Hart, Meredith Karr
Head of Production - Conor Duignan
Senior Producer - Katherine Bruens
Patrick Kelly - Managing Director, Founder
William de Ryk - Account Director
Julia Ortinez-Hansen - Account Supervisor

Production Company: Golden
Directors - Wolfberg and Jake Banks
Creative Director - Jake Banks
Editor - Volkert Besseling
Colorist - Luis Silva
Design - Chadwick Halbritter, Chris Murray, Satomi Nagata, Kenneth Robin, Gordon Waltho
VFX / Animation - Aaron Benoit, Jose Ponce, Giancarlo Rondani, Ilya Tselyutin, Luke Yoo
Executive Producer - Matthew Marquis
Line Producer - Rick Brown
Post Producer - Kevin Gallagher

Music House: Tuesday Collective
Composer: Theo de Gunzburg

Sound Design & Mix: One Union
Senior Engineer: Joaby Deal
Senior Engineer: Matt Wood
Executive Producer: Vickie Sornsilp

Client: 2K
Melissa Bell - SVP, Head of Global Marketing
Chris Snyder - VP of Marketing
Bryce Yang - Director, Brand Marketing
Greg Zale - Senior Brand Manager
Ramon Aranda - Associate Product Manager
Robert Hearon - Associate Brand Manager
Mitchell Jagodinski - Marketing Coordinator

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