Samsung today unveiled what it claims to be the world's first mobile display mobile display driver with embedded touch screen controller functionality. The tech is based on the Samsung Touch Embedded DDI technology.

The single chip solution allows phone designers to make more simple designs and the display driver is aimed at the mobile phone, PMP, and MP3 player market. The component is a capacitive touch screen controller and allows for soft-touch and multi-touch functionality.

Samsung promises that the new driver offers a significant improvement in parameters like optical transmittance and durability. “Samsung’s Touch Embedded DDI technology achieves three significant advancements: reduced chip area, lower power consumption and superior cost competitiveness,” said Dr. Myunghee Lee, vice president, DDI development team, Samsung Electronics. “Single-chip integration brings added value to DDI solutions and further positions the DDI technology as a core component in advanced mobile platforms.”