Up until now in your watch, in your calculator, in your cell phone we've only seen a liquid crystal display, which is a reflective display, it's kind of the black text ..and it's kind of a greenish background... and that's all we've seen so far. Organic EL technology is a bright, emissive display with a high contrast ratio, wide viewing angle... it also provides colors right now." The color display isn't just for show, it makes the display dramatically easier to read. Right now the technology produces just a few colors, but that will change. And what does the organic in organic EL technology mean?
"What we do is, we pass an electric current through a carbon based material..and since it's carbon we call it organic. And when that happens, the material gets excited an emits light." The liquid crystal display market is about twenty billion dollars today... .Wzorek says organic EL has the potential to take about a third of that market away. You can find an archive of reports at Bloomberg.com/radio. Bootcamp, I'm Fred Fishkin, Bloomberg Radio.