Although electronic reading devices first appeared as early as 1988, and electronic paper has been under continuous development for at least a decade, it was not until Amazon launched the Kindle that the market for electronic reading devices really established itself. Electronic readers are drawing increasing attention within the display industry, and in March 2009, Fujitsu Japan presented FLEPia, the world's first polychrome electronic reader, a wonderful example of how utilization of Cholesteric LCD (Ch-LCD) can create a colorful new era in electronic reading. In light of these trends, ITRI has in recent years invested considerable resources in R&D of innovative display technologies, and these efforts are helping lay the foundation for local industry to establish a leading competitive position as the coming wave of color e-books causes the market for these devices to really take off.