E-Paper display market will become<br>a $2.0 billion business by 2012

NanoMarkets expects that the arrival of high-quality color e-paper technology, better encapsulation and the ability to print large e-paper displays will create new opportunities in smart shelves, point-of-purchase (POP) displays, cell phone displays and disposable electronics. Color is the next big thing. Color will enable e-paper to penetrate deeper into certain market segments including cell phone displays and signage and it will also help e-paper compete directly with OLED or LCD displays. The first e-paper technology developer able to commercialize color e-paper at a reasonable price is likely to grab a huge share of the market Non-electrophoretic materials are expected to gain market share. Both liquid crystals and electrochromic materials will grow in importance as platforms for e-paper, although e-paper displays based on electrophoretic materials will continue to take the largest share of the market. By 2014 e-paper made with electrophoretic materials will have reached almost $2.0 billion, with liquid crystal based e-paper at $1.5 billion and electrochromic e-paper at just under a $1.0 billion. More e-paper in cell phones is expected. Cell phone sub-displays – and eventually main displays - are the high-volume opportunities for e-paper firms. Motorola has already been quite successful with its Motophone, the first cell phone to utilize e-paper. The best thing that e-paper makers have on their side in the cell phone market is the ability of their displays to be read in sunlight, an advantage that no other display technology can provide. By 2014 the cell phone sector will generate $763 million in e-paper display revenues. E-paper perfect for pricing displays. Smart shelves and POP displays are a "tremendous opportunity" for e-paper, enabling stores to change shelf prices from a central location for promotions, adjust for changes in wholesale pricing and make corrections when pricing on the shelves is incorrect. E-paper's low power consumption means this displays can be run from batteries and its flexibility makes it easy to fix to shelves and walls. By 2014, NanoMarkets expects e-paper to generate $1.2 billion from this sector.