Advanced Micro Devices and Divx on Wednesday said that they would enable playback of Divx-encoded video on mobile and consumer devices powered by AMD Imageon A250 processors. The agreement would boost feature-set of appropriate devices – if their manufacturers decide to enable this functionality – and also increase the amount of Divx-enabled products on the market.

The two companies will work together to achieve DivX certification for the AMD Imageon A250 application processor, which was developed by former ATI Technologies, and unveiled in March, 2008. AMD Imageon A250 application processor for mobile phones features such capabilities as video recording and playback, photo imaging, and high-resolution display support.

“Including the DivX codec in the AMD Imageon application processor brings additional value to our OEM customers, helping them to deliver a robust mobile media experience. DivX technology is an attractive ingredient that enhances our offering for handheld devices, providing excellent quality and a high degree of accessibility,” said Mark Bapst, chief technology officer for AMD’s handheld division.

It should be noted that enabling DivX playback on a certain chip does not automatically guarantee that manufacturer of a handset will enable the technology on its device. For example, some manufacturers do not integrate camera sensor or enable 3D gaming even though logic inside their handsets support appropriate functionality.

AMD Imageon application processors are designed to power a range of handheld multimedia devices, including next-generation mobile phones and smartphones. AMD is a leading supplier of media processors to the handheld market with nearly 250 million AMD Imageon media processors shipped to date.