The LCD controller contained in the PD16430A employs serial data transfer and uses an automatic increment function for data addresses which eliminates the need to set addresses newly each time. The LCD driver uses a medium voltage output (14 V max.), which enables higher contrast and a wider viewing angle even with a 1/3 or 1/4 duty cycle. By using an on-chip drive bias circuit, it is possible to eliminate the need for external resistors.