Since then, other companies, such as SiPix , have come out with electrophoretic display technologies. In the last four years, we have also seen companies like HP and Fujitsu bring out flexible displays that use cholesteric LCD technology. (Cholesteric refers to the phase of a liquid crystal in which the molecules are aligned in a specific manner. In Fujitsu’s case, for example, up to 50 percent of incident light in specific wavelengths and colors is reflected). E-paper has to be a cheap, reflective, low power, and preferably bendable, or have rollable display technology, and we are only just seeing the development of the technologies that can deliver this, namely an electrophoretic frontplane bonded to a flexible organic electronic backplane. These are the displays currently on the verge of being launched by Plastic Logic and Polymer Vision .