Researchers at HP Labs are testing a flexible, full-color display that saves power by reflecting ambient light instead of using a backlight. The prototype display’s pixels are controlled by fast-switching silicon transistors printed on top of plastic. If the technology can be commercialized, the display will compete with liquid crystal displays, according to an article published in the Technology Review. HP researchers hope to be able to design the display so that it can be manufactured for about $10 per square foot. Achieving that price could create a replacement of paper for sign and billboard applications.

The other goal is to get into the e-reader screen market, which is currently dominated by E-Ink, a Cambridge, Mass. based company. Currently, those screens are not fast enough to handle video. Apple iPad’s screen is full-color but it’s also significantly expensive to produce. Researchers believe there is a legitimate market for lower-cost, full color screen displays.