How to Talk to Your Engineering Team about LCD 2.0

People communicating with speech bubbles above head cartoon style

By Diana Van Dusen, Azumo Marketing Manager

Prior to Azumo, I worked in SaaS for nearly a decade often times as a “translator” between technical (mainly software developers) and non-technical (sales and customers) folks. I learned very quickly how different these groups of people view the world and learned to speak to them in their own language.

Once I started at Azumo I realized that working with mechanical and electrical engineers is no different than software, just another language to learn. My degree in sociology prepared me for many things but engineering wasn’t one of them! I met with our engineering team and learned how they prefer to receive information and what terminology is best.

As your company’s marketer, you know the product or user experience that consumers are looking for, but you may not know how to communicate this to your product designers and engineers who are building your company’s next product.

And the engineers on your team do know how to optimize your product’s potential. They want to build a product that can outperform the competition, but they may not have heard about the latest in sunlight-readable, low power display technology.

After collaborating with our engineers, I came up with a cheat sheet on the best way to speak to your engineers about LCD 2.0, in their language:

When you say…Engineers need to hear…
Extended battery lifemAh (Milliamp hours)
Low power consumptionmW (Milliwatt)
Sunlight readable displayReflective display
LCD 2.0Frontlit RLCD display


Let’s walk through each of these translations to help your engineering team understand how LCD 2.0 might improve their next project.

#1: Demonstrate the mAh Difference with LCD 2.0

Your consumer base likes language that speaks directly to their pain points. If their current device dies quickly, you want to show them off the bat that your product performs better. Your engineering team isn’t much different.

They want the product to have a longer battery life, but they need to know what “longer” means. So, what’s the metric you’re using to make that claim?

Engineers measure the energy capacity of a battery in milliamp hours, and the energy consumption of components in milliwatts. Make sure the engineers you work with know how many mAh your product will require, and also how many milliamps will be consumed by an LCD vs. an LCD 2.0 screen. For example, Azumo’s low power, frontlit Reflective LCD panel’s power consumption is 80x less than similar backlit models. Your engineering team will find it helpful to see comparison figures in mW or mAh.

Why do engineers need these numbers?

Battery-powered technology operates on a battery budget. If the display in a design requires less energy (mW) to function, that means engineers have more flexibility in their power budget (mAh). When you speak about LCD power consumption in these terms you’re showing your team just how much extra juice they have to work with.

#2: Show How Reflective Display Tech Boosts Device Performance

You know how frustrating it is for consumers to crank up their brightness just to see their screens in direct sunlight. You want to sell a product that people can see outdoors without eye strain and battery drain. But digestible phrases like “sunlight-visible” and “easily seen outside” don’t tell an engineer what kind of technology you’re recommending.

It’s useful for your engineering team to know that LCD 2.0 uses reflective display technology. LCD 2.0 maximizes visibility by using reflected ambient light and as few as a single LED. That means your device doesn’t have to fight against the sun to stay crystal-clear and easy to read.

Reflective displays deliver big battery life savings over backlit LCDs as well. Since your device’s low power LCD would be using ambient light, it’s not wasting battery power competing with our most powerful energy source – the sun. That’s great for your product’s long-term health. A reflective display might be just what your product needs to boost visibility and free up your engineers to improve their design.

#3: Put a Spotlight on the Benefits of Frontlit Display Tech

When you use the phrase LCD 2.0, you’re telling consumers about the technology’s generational edge on existing LCDs. But most engineers have probably never heard of this term before. What are the technical benefits that make LCD 2.0 an attractive display option?

On your next call with your engineering team, play up the ins and outs of LCD 2.0’s frontlit display technology. Why do they need it in their next product?

  • Azumo’s frontlit display uses 10x less power than traditional backlit LCDs.
  • It’s more durable than OLED or miniLED alternatives.
  • LCD 2.0 can be dropped into any LCD product design with minimal revisions.

LCD 2.0’s frontlit display technology is an adaptable solution for your product. The engineers you work with will love how easy it is to implement. Consumers will love the results.

Your Internal Marketing Program: Bring Engineers Onboard with LCD 2.0

You and your engineering team share the same core priorities. You each want a high-performing product that consumers will rave about, and you want that product to last for years.

With a little translation, you’ll both see eye to eye about LCD 2.0’s potential to optimize your product and drive up sales.

If your engineering team wants to learn more I recommend sending them our LCD 2.0 tech page and our article on the science behind LCD 2.0


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