Samsung’s display sits at the top of the heap

Favored by Samsung, Amoled is a type of display technology used in portable devices such as smartphones and tablets, as well as in media players and digital cameras, that delivers crystal-clear graphics for games and eye-popping colors for photos.

Short for active-matrix organic light-emitting diode, Amoled offers high luminosity, a rich palette, efficient power consumption and an accelerated response time believed to be over 1,000 times faster than its rivals.

But Amoled also has its shortcomings - the major one being that it is difficult to view in direct sunlight compared to other displays.

This makes a stronger argument for rivals like Apple’s Retina, Sony’s Super LCD, used in HTC smartphones, and LG Electronics’ NOVA, which can be found in LG’s Optimus smartphones.

However, Samsung Electronics has been investing in Amoled for years, giving it time to begin ironing out the kinks.

The company began mass producing the screens in 2007, when it launched a new affiliate and earmarked hefty sums for investment. As such, the displays evolved in line with technological advances.

Now the market features next-generation Amoled displays.

These include the Super Amoled Plus, which promises brighter screens, less reflection of sunlight and reduced power consumption, and Super Amoled HD for high-definition content.

“Apple’s Retina display reigns supreme in terms of pixel density and resolution, but as far as I’m concerned, Samsung’s Super Amoled Plus screen rivals and arguably bests it in terms of reproducing color and sharpness on a larger display,” wrote a reviewer for tech media Web site CNET.

“Super LCD screens are still quality, but the technology seems to trail behind the Retina display and the new Super Amoled Plus,” it said.

By Kim Hyung-eun [hkim@joongang.co.kr]