Flexible e-paper comes to Europe

Fri 30 March 2012 12:00, Tamara Yadvichuk

Flexible e-paper comes to Europe

LG announced the beginning of mass-production of their flexible e-paper display. According to the press release, the final product will be launched in Europe in the beginning of April. The new display is 6 inches across, 0.7mm thick, weighs 14g, bends at an angle of up to 40 degrees, and can be dropped 1.5m without damage.

What’s in it for marketers? Well, on its own flexible e-paper is just a cool piece of technology which allows you to view text and images in grayscale. But as soon as you connect it to any kind of network it becomes a medium for all sorts of information including books, newspapers, magazines – and ads, of course.

Amazon has already taken advantage of this advertising possibility with Kindle: in the US, you can buy their e-reader with ‘special offers’, which are in fact ads received through the device’s WiFi connection, at a price much lower than the ad-free version. The only downside is that online activity requires more battery power than reading offline.

Flexible displays should make e-reading devices more durable (so far, e-paper screens are known to be very easy to damage). Well, now we know that the screen doesn’t have to be flat anymore. So when will we see a paper-thin flexible e-reader that you can twist and turn as you please? I’ll be waiting!

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