HEVC Advance, a licensing administrator, today announced a software policy initiative to accelerate widespread HEVC/UHD adoption in consumer mobile devices and personal computers. Under the software initiative, HEVC Advance will not seek a license or royalties on HEVC functionality implemented in application layer software downloaded to mobile devices or personal computers after the initial sale of the device, where the HEVC encoding or decoding is fully executed in software on a general purpose CPU. Examples of the types of software within the policy include browsers, media players and various software applications.

According to Peter Moller, CEO of HEVC Advance, "A critical goal of HEVC Advance is to encourage widespread adoption of HEVC/UHD technology in consumer devices. While HEVC technology implemented in specialized hardware circuitry provides the best and most efficient user experience, there are millions of existing mobile devices and personal computers that do not have HEVC hardware capability. Our initiative is tailored to enable software app and browser providers to include HEVC capability in their software products so that everyone can enjoy HEVC/UHD video today. I'd like to specifically thank Tom Vaughan at MulticoreWare for his guidance in our development of this initiative."

Full details on the software policy initiative are available on the HEVC Advance website: http://hevcadvance.com