Hmm!!!
What an interesting design! The IC there is quite the mystery, I can't find the datasheet for it. But judging on the presence of a backup battery, I'd wager that the "JIC F51231E" is a microcontroller, and the 3-digit display is multiplexed.
Another person on the Arduino forums appears to have unearthed a similar module, and the local opinion there was similar: the F51231E is some obscure (likely ultra-cheap Chinese designed+made) microcontroller. http://forum.arduino.cc/index.php?topic=12156.0
Edit: Not quite a datasheet, but interesting none the less, especially the last post. Hope you can read Russian! 😜 http://vrtp.ru/index.php?showtopic=25209
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