BOE (BOE Technology Group) fully explains the many "truths" of ADS Pro LCD technology for the first time and advocates the use of innovation to promote high value growth of the industry.

On October 28, BOE held the "Only One True Image" ADS Pro Technology Appreciation Conference in Shanghai. BOE has created three interactive scene areas, namely "Light and Shadow Reveals Truth", "All Images Return to Truth", and "Speed ​​Reveals Truth", as well as vivid examples and on-site experiences, to reveal many "true images", interpret industry misunderstandings and consumer cognitive biases, and fully demonstrate the excellent performance of ADS Pro technology in terms of high ambient light contrast, full-viewing angle without color deviation, high refresh rate and dynamic picture optimization, as well as the vigorous vitality of liquid crystal display technology, and has greatly promoted the healthy development of the global display industry. At the event, BOE Senior Vice President and Chief Technology Officer Liu Zhiqiang, JD Group Vice President and President of JD Retail Home Appliances and Home Life Business Group Li Shuai and others attended and delivered speeches, and jointly launched the "Industry High Value Growth Initiative" under the witness of industry guests and media partners, marking the beginning of a new era of high-quality development for China's display industry from price competition to value competition.

Liu Zhiqiang, senior vice president and chief technology officer of BOE, said that human beings' exploration of the truth is endless, and the "true image" of display technology also needs to restore the most realistic colors and scenes. As a pioneer and leader in the LCD display industry in mainland China, BOE is far ahead in market size, shipments, technology, and applications. Nowadays, wherever there is a screen, there is BOE. How to choose a good screen has also become one of the most concerned issues for consumers. As one of the three major technology brands, BOE's self-developed ADS Pro is the most widely used mainstream LCD display technology, and products equipped with ADS Pro technology currently have the highest global shipments. Through continuous technological innovation, BOE relies on the advantages of ADS Pro technology such as ultra-high ambient light contrast, ultra-wide viewing angle, and ultra-high refresh rate, and continuously iterates and upgrades and launches innovative display solutions including BD Cell, UB Cell, and ADS Pro+Mini LED backlight, leading the trend of technology development in the display industry and leading Chinese screens to the world.

Li Shuai, Vice President of JD Group and President of JD Retail Home Appliances and Lifestyle Business Group, said that as a high-end display technology independently developed by BOE, ADS Pro's technical characteristics in terms of high contrast, wider color gamut, ultra-wide full viewing angle, and ultra-low reflectivity have greatly satisfied users' consumption demand for high-end TVs. During this year's 618, the transaction volume of ADS Pro TVs on JD increased by more than 3 times year-on-year. JD and BOE have jointly created a full-domain content marketing matrix, integrating content inside and outside JD and using content to accumulate product reputation. In the future, the "double Jing" will continue to join forces to let more people understand ADS Pro technology, purchase high-end TVs enabled by ADS Pro technology, and bring better audio-visual experience into thousands of households.

At the tasting event, BOE led the industry in exploring a series of technical truths of ADS Pro:

Truth 1: In terms of ambient light contrast, the contrast presented by traditional LCD display technology is usually tested with darkroom contrast, and the value that is separated from the user's actual usage scenario is meaningless . In real application scenarios, the ambient light contrast under conventional indoor lighting conditions is more meaningful to users and is also a key indicator that determines the user's real experience. BOE has innovatively upgraded the ambient light contrast (ACR), a test indicator that is more suitable for the current screen usage scenario, to more accurately characterize the contrast that the human eye actually perceives. As China's only high-end LCD display technology with independent intellectual property rights, BOE's ADS Pro technology contrast test standard starts from user experience and conducts data testing in a near-real usage scenario. The ACR value is as high as 1400:1, which has significant advantages over other similar technologies. At the same time, through a variety of anti-reflection technologies such as pixel structure optimization, new material development, and surface treatment, the light reflectivity of the display screen is greatly reduced, achieving an ultra-high ambient light contrast that far exceeds conventional display technology, achieving higher light adaptability and better picture quality performance. With the support of BOE's ACR technology, consumers can watch the screen without being disturbed by ambient light.

Truth 2: In terms of wide viewing angle, under traditional measurement standards, almost all products can achieve the so-called "wide viewing angle", but the actual viewing effect is very different . The "color shift viewing angle" can more objectively reflect the wide viewing angle display effect. When watching on a large screen, the color shift problem of the product is particularly prominent. Color shift refers to the difference between the change in brightness/color when the screen is viewed from a side angle and when it is viewed from a straight angle. The color shift viewing angle can truly present the "true" color. Among all display technologies, ADS Pro can achieve the most realistic display effect when viewed from a wide viewing angle, achieving an ultra-wide viewing angle of nearly 180°, and no color shift or fading at all viewing angles, allowing consumers to be the "C position" everywhere when watching movies at home, which has also become another important advantage of ADS Pro technology.

Truth 3: High-end LCD display technology is still the mainstream of large-screen TV products, and has achieved a display effect comparable to OLED. UB Cell, a high-end LCD solution further upgraded based on BOE's ADS Pro technology, presents perfect picture quality comparable to OLED, or even surpasses its display effect, which is an important milestone in the development of LCD display technology. BOE's UB Cell technology has advantages over other technologies in terms of perceived picture quality, reliability, and energy consumption. Due to the use of a variety of anti-reflection technologies, the surface reflectivity of the UB Cell display is greatly reduced, making its ambient light contrast much higher than that of products using other technologies in flagship models on the market, thereby greatly improving the ratio of the screen's bright state brightness to dark state brightness, making the dark state part of the picture darker, the bright state part brighter, and the picture quality more delicate and realistic. At the same time, BOE has achieved an ultra-wide viewing angle by developing a new optical phase compensation technology, which further improves the wide viewing angle color performance of UB Cell technology. In addition, with the help of the unique pixel structure of ADS Pro technology, combined with a wide-band liquid crystal material system and driving algorithm, the full grayscale can meet the G-sync standard, completely free of screen flicker, which is more eye-friendly and makes the display more stable and smoother.

Truth 4: The advantages of ADS Pro's wide viewing angle and high refresh rate, combined with Mini LED's excellent performance in HDR and extreme dark-state picture quality, allow the two to complement each other's advantages perfectly. This combination is the best partner for improving picture quality! BOE (BOE Technology Group) uses high-efficiency LED + high-contrast ADS Pro panel + picture quality enhancement algorithm solution, which has more outstanding performance than other display technologies. It not only achieves a wider brightness range, but also further expands the high-brightness grayscale and expands the grayscale hierarchy of dark scenes . In addition, with the continuous improvement of the refresh rate, the partitioned dynamic black difference achieved through ADS Pro + Mini LED can greatly improve the clarity of high-speed motion pictures, significantly reduce freezes, delays and other phenomena, and set a new benchmark for the performance and picture quality of e-sports displays. At present, the ADS Pro + Mini LED solution has become an application trend for all product categories.

Truth 5: As the world's leading mainstream LCD display technology, BOE ADS Pro is the only technology that can cover all product types from mobile phones, tablets, notebooks, monitors to TVs . The advantages of ADS Pro technology on large screens are more obvious, and through professional-grade high-end picture quality, ultimate visual enjoyment and a series of healthy eye protection technologies, it opens up new growth space for customers in various industries. At present, the market share of ADS Pro technology in the fields of monitors, notebooks, tablets, large-screen high-end TVs, etc. has been rising year by year, and it has become the first choice for high-end models of major first-line terminal brands in the world. Li Yaqin, general manager of Qunzhi Consulting, said that in five years, the shipment area of ​​LCD panels will reach a double-digit increase compared with the current level. Driven by user demand and technology upgrades, ADS/IPS technology will occupy an absolute mainstream position in the IT market and increase its share year by year; especially in the field of e-sports, users have high expectations for display performance improvements such as high resolution, high refresh rate, fast response time, high color gamut, and larger screen size.