Don't judge a book by its cover
As environmental needs like saving energy, reducing power use, and lowering carbon emissions grow in importance, EPD e-books will also become more popular. But many consumers are still unfamiliar with the many advantages of e-books.
"I think that the government should right now be guiding domestic industry into the field of e-book readers." As Liu has observed, several years ago mainland China, when weighing options for reducing the educational gap between country and city, was even then seriously looking at e-books. In the US and Europe, many university students are already using e-books instead of textbooks. If the government would provide encouragement, Taiwan's e-reader-related industries could, when the time comes, really take off.
Right now the standard size for e-reader screens is six inches, about the same size as a printed book. Although Prime View also has 8.1-inch and 4096-hue color screens ready for the market, and there is also the recently introduced 9.7-inch Kindle DX from Amazon, Liu feels that until foldable or rollable products hit the market, six inches will be "the outer limit." Larger screens are inconvenient to carry around; readers much prefer something they can slip into a jacket pocket or purse.
Looking to the future, we can expect the industry to overcome the main technological bottlenecks such as full color display, rolling or folding, touch-sensitive controls, and the use of electronic pens to make notes. Moreover, if production can eventually be done in the "roll-to-roll" format like mass printing is, "the scope of application of soft displays will become wider and wider!"
Liu says that besides e-book readers, stellar products of the future will include things as small as wristwatches, electronic labels in supermarkets, and mood rings (that show different images depending upon the mood of the wearer), to things as large as ambience wallpaper and advertising billboards.
Paper tigers
The prospects look great for e-paper displays. It is estimated that the market will grow explosively from US$260 million in 2010 to US$2.1 billion in 2015. Naturally a lot of screen manufacturers are looking to get a piece of the action.
Besides LG and Samsung of Korea, Japan's Fujitsu is developing full-color e-paper technology. Meanwhile, Delta Electronics of Taiwan last year announced that, in cooperation with the major tire manufacturer Bridgestone of Japan, it would also enter the e-paper market with "liquid powder display" technology. And Qisda (part of the BenQ Group, the leader of the screen-making pack) announced that it would invest in another EPD firm, SiPix.
Will these large corporations with their solid resources catch up to Prime View and knock it off its leading perch?
"We've still got the upper hand!" says Scott Liu with conviction. Prime View has been turning the soil in the field of e-paper for five years now, and others just can't match its experience in terms of manufacturing process. Besides the addition of Hydis's production capacity, recently Prime View spent US$215 million (NT$7 billion) to buy E Ink, the most important upstream materials supplier, acquiring full control over all E Ink shares, core technology, and patents. It looks like they are staking out an unassailable position.
After five years of vertical and horizontal integration, with its own EPD technology, process advantages, and strong manufacturing capacity, this small firm has turned into a major force to be reckoned with, and is playing a decisive role in the direction of the new generation of information products. I can't wait for the next chapter of this story!