E-Reader Display Shows Vibrant Color Video

"Because the device's screen uses ambient light, like a printed page or e-ink display, the power consumption is a tenth or less of that of a comparable LCD, although the display also features a built-in light for use in the dark. Known as Mirasol, the technology was created by a startup company, Iridigm, acquired by Qualcomm in 2004."E-Reader Display Shows Vibrant Color Video – Technology Review
Mirasol's reflective display is being tested by device manufacturers, and could appear on shelves next year.