Meanwhile, Philips spin-off Liquavista is taking the electrowetting approach.

ENGADGET: New display tech could make mobiles "glanceable" Mobile

Electrowetting supposedly provides better brightness and response time than competing reflective display technologies while using essentially the same manufacturing techniques, and according to a handy comparison chart on MobileRead, is just about the best thing ever.

ENGADGET: Philips spins off Liquavista to develop thin Electrowetting displays

Based on a thin-display technology called Electrowetting, Liquavista will attempt to integrate its products into DAPs, cellphones, watches, and other portable devices where high brightness and rapid refresh rates are valued (which is like, all of them).

ENGADGET: Philips spins off Liquavista to develop thin Electrowetting displays