Electronics giant Samsung will sell high end mobile handsets with an advanced display technology, dubbed as Active Matrix Organic Light Emitting Diode, AM-OLED. It will provide extended battery life, besides providing enhanced video and photo quality.

In contrast to traditional cell phones using Liquid Crystal Display, Samsung mobiles will have advantage of AM-OLED technology, which would result in high color quality and power conservation as screens do not need a screen backlight.

Initially, the technology will be introduced in phone line-up starting with more expensive phones as the technology is costly. A company executive, Mr. David Owens, terming the effervescence of the screen as 'world class', said: "That's typically more in a high-end phone ... It won't be across the portfolio." He said that high cost will not be an issue as consumers are willing to pay more to get value products.

AM-OLED enabled handset will be available for sale through Sprint Nextel from August 16, with a price tag of about $49.99 for the customers signing up for a two-year service plan.