Several new e-readers, including Amazon's Kindle and Sony's eReader, use electronic-paper technology that is easier to read than conventional displays. But e-paper still suffers in comparison to conventional liquid crystal displays in terms of refresh speed and vividness of color. Electronics manufacturer Fujitsu says it is shipping an LCD-based electronic reader called FLEPia in Japan next month that displays vivid color, a first in the industry... Fujitsu opted to use a technology it licensed in 2005 from a company called Kent Displays. The technology, branded Reflex LCD, looks and acts significantly different from most LCDs, explains Asad Khan, vice president of technology at Kent. Like E Ink's e-paper, it reflects ambient light instead of shining a light from within. "It's dramatically different from traditional LCDs," says Khan. "It's really stripped down to its bare essentials." This means that the Reflex LCD display doesn't use a power-hungry backlight, and it doesn't have the series of optical layers that most LCDs have.