Sharp HDR Quality on Laptops with up to 22% Lower OLED Power Consumption! Samsung Display Develops Next-Gen Low-Power Technology ‘SmartPower HDR™’ in Collaboration with Intel

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□ Battery worries Down, Picture quality satisfaction Up… The complete HDR ‘SmartPower HDR™’

□ Differentiated from existing fixed-voltage HDR modes by applying optimal voltage per content via variable driving

□ Can reduce OLED emission power consumption by up to 22% for web browsing/document work, and 17% for high-quality viewing environments

□ Intel: “This collaboration represents a significant step forward in performance improvement and power optimization”

Samsung Display announced on the 7th that it has jointly developed ‘SmartPower HDR™’, a technology capable of reducing OLED emission power consumption by up to 22% in laptop HDR mode, in collaboration with Intel. As the adoption of AI PCs gains momentum, this is expected to significantly improve not only laptop battery efficiency but also the HDR high-quality viewing environment.

‘SmartPower HDR™’ is a low-power technology that allows users to enjoy HDR mode on laptops with relatively low power consumption. Display power consumption is greatly influenced by driving voltage; while existing HDR modes caused power loss by fixing the driving voltage at a high level regardless of content, ‘SmartPower HDR™’ saves power by varying the voltage according to the content.

In general laptop usage environments such as web browsing and document work, the display can be driven with low voltage. However, when running high-quality games or videos, high voltage is required as luminance increases. Existing HDR modes are fixed at high voltage for maximum luminance regardless of the content, leading to unnecessary power consumption in general usage environments. This is why many laptop products provide SDR (Standard Dynamic Range), which has limited color gamut and brightness, as the default picture quality mode, despite the advantages of HDR (High Dynamic Range) mode which expresses content like videos and games more vividly and dynamically.

However, compared to existing HDR modes, ‘SmartPower HDR™’ can reduce OLED emission power consumption by 22% in general usage environments (web browsing/document work) and up to 17% in high-quality driving environments. In particular, power consumption in general usage environments is at a level similar to SDR mode.

Samsung Display has continued cooperation for technology development since signing a memorandum of understanding (MOU) with Intel in February 2025. The two companies revealed that they implemented ‘SmartPower HDR™’ by having the laptop SoC (System on Chip) analyze the maximum luminance value per frame in real-time and transmit it to the T-CON (Timing Controller) that controls the OLED panel. The T-CON then analyzes this brightness data and the ‘OPR (On Pixel Ratio, the ratio of operating pixels among total pixels)’ to adjust the driving voltage suitable for the content.

Jung Yong-wook, Vice President and Head of the IT Strategic Marketing Team at Samsung Display, stated, “‘SmartPower HDR™’ is a ‘complete HDR’ that allows consumers to feel and experience the excellence of HDR beyond the spec sheets in actual usage environments.” He added, “While further advancing ‘SmartPower HDR™’ technology, we will continue technology development so that many consumers can enjoy sharp HDR high-quality content on laptops through various OLED low-power technologies.”

Todd Lewellen, Vice President and General Manager of the PC Ecosystem and AI Solutions at Intel, said, “As displays account for more than half of the total power consumption of a laptop, they are a key target for efficiency improvement,” adding, “This collaboration goes beyond the limits of visual innovation and represents a significant step forward in performance improvement and power optimization.”