大象世界

 Interview: STRIVE TO BE CHINA’S BARCO

 Nov 30,2011

As a main force of LED industry, LED display is a new information display medium that developed rapidly in the 1990s and has for years been in a leading position in the display market. LED display plays a key role in development of LED. Thanks to the Beijing Olympic Games, the Asian Games and the Universiade in China, LED display develops fast and is widely used in multiple fields, such as large entertainment events, sports games, square theme display, and outdoor advertising.
LED display was born at the same time with trade and is deeply rooted in city. It has much to do with urban economics, cultural and social activities. It is the media for publicity of brands and products, and the symbol of urban prosperity. Just as the young and thriving LED display industry, DXVISION Technology Co.,Ltd. is built upon a young, energetic and promising team. DXVISION provides customers with top quality LED display products and total solutions. It uses its self-owned control system and is well-known for its cine-level visual performance. Though it has a short history, the company is one of those few vendors that acquired key technology on display quality. Mr. Wu Bing, general manager of DXVISION offered an exclusive interview with China LED in recent days and shared his insight about DXVISION with readers.

Quality Control to Create the Best Effect
Since displays are these for the eyes, the audience judgment on visual effects displays present is quite subjective. DXVISION LED display leaves a soft impression on audience, without any flicker. The colors on the screen look pure and crystal-clear, adding finer and richer touches to the image quality. There are also more details and transitions. All in all, they intended to create better visual experience on the minds of audience. Mr. Wu gave us an example: “It is like buying a TV, consumers would like to spend more money on Sony and Panasonic, yet they may not understand the technical level, they just leave better impression of the visual effect on customers.” Of course, what lies behind these experiences is better performance of key technical indicators by DXVISION.
Mr. Wu Bing continued his introduction: key technical indicators influencing the visual effect of display include brightness, consistency, refresh rate, grey scale, and contrast ratio and color reduction degrees. Some indicators have something to do with the quality of LED light materials and capsulation techniques; however, give the same materials, the perfect rendering effect of the display depends on display control system on the back. Control system takes care of LED bulbs to precisely restore images from the video source. Good materials are the foundation, but the final visual effect of a display depends much on the control system on the back, which determines refresh rate, grey scale and color of the display. International topnotch vendors, such as BARCO and Mitsubishi, are better than other vendors in terms of visual effect of their products. It is not because of the different materials used, but of more advanced control systems they hold in hand.
Mastery of Sophisticated Technology through Independent R&D
When it comes to control system, Mr. Wu spoke with pride. To him, one can only mark his firm presence in the market by mastering sophisticated technology. Mr. Wu told the reporter that almost all topnotch LED display vendors in the current market have their own control systems, which will not be shared with other ventures. Therefore, just like BARCO and Mitsubishi, DXVISION introduced independent R&D of control system.”We spend three years in full working on one thing, the R&D of control system.” Only a focused mind can help bringing out specialized products. DXVISION has a powerful technical team, who contributes to a control system that leads DXVISION to the top of the entire LED display.
According to Mr. Wu, behind DXVISION’s tremendous energy in its independent R&D of control system are considerations in two aspects: first, in lower stream of LED industry, namely the application area, display control technology is the core competitive edge, without which an enterprise can hardly seek differentiated competition against other vendors; second, general system must take compatibility to various demands of other vendors into consideration, while compatibility is achieved by sacrificing performance. It is just like the case in PC industry: compatible computer is not as compatible computer is not as good as brand name computer and even worse than Macintosh, which integrates software and hardware. For DXVISION, the entire system, from the underpinning scanning logic, to design of control card, to data transmission mode and play management software, are based on its own technology, allowing precise coordination and cooperation between software and hardware to reach the best performance.
It is worth thinking that most of the domestic display manufacturers do not own core technology, but reply on general control system provided by a third controller vendor. It is the reason why there is a gap between products of domestic made LED display manufacturers and their international topnotch counterparts.
Strive to Be China’s BARCO with Technical Innovation
DXVISION is persistent in seeking technical transformation and innovation on the path to better development. “DXVISION products have achieved the highest level of the industry in terms of key technical indicators with relation to display effect. For instance, at present the refresh rate of BARCO LED display 3200 Hz, which is about ten times more than domestic products that adopt general control technology. But our products can reach up to 3840 Hz, and we can take a camera and have a test right on the spot. ” Mr. Wu continued his introduction. There exists a technical difficult problem in the industry: when refresh rate is improved, grey scale will suffer loss and the fine quality of images will deteriorate sharply. In particular, areas with low brightness will lose a lot of details and jeopardize the overall image quality. However, DXVISION has found a new solution and ensured that grey scale will not lose at high refresh rate. To be objective, DXVISION has made more advanced progress in certain areas than BARCO. For instance, DXVISION’s distributed grid link structure helps improve product reliability by dozens of times. It is unique and innovative in the industry.
According to Mr. Wu, BARCO is the world’s top display equipment supplier with the highest technology of the industry. Since the beginning, DXVISION has aimed at BARCO. The objective is based on brand, technology and product competitiveness. By continuous improvement of its own R&D and production capacity, DXVISION is striving to build an international brand for China and for the nation.
Improve Core Competitive Edge and Deal with Industrial Competitions with Ease
Every industry will go on a different period of development. As many companies in LED display industry jumped on the bandwagon several years ago, they generally conducted extensive management, so few of them master the core technology. Therefore, at present China LED display industry saw serious homogenous competition, which, through so many years, led to a common understanding in the domestic market that LED display doesn’t require any technology and there is no barrier to entry. However, in fact, LED display involves multiple disciplines, including electronics, communications, graphics processing, optics, materials, and structure, making it quite difficult to do it well. DXVISION is fully aware of the difficulty and has dedicated to independent research and gained patent rights in many key areas of LED display.
Mr. Wu believes that as clients impose higher and higher requirements for display effect and quality, the majority of domestic LED display vendors, especially small and medium-sized manufacturers, can’t turn to the former path. During cut-throat industrial competitions, only those vendors who master core technology and possess core competitive edge will survive and win. DXVISION, as always, will be persistent in carrying on independent innovation and enhancing R&D capacity.
Interview notes: Despite increasingly higher and more diversified customer demands, LED display industry is cumbered with serious homogenous competition and the industry is facing profound reforms. As one of the few vendors that are equipped with fundamental R&D capacity in the industry, DXVISION also rises to new opportunities and challenges. DXVISION will give full play and reinforce its own advantages, and work with cooperative partners to provide global customers with top products and professional service.