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It Was Written

Plastic Logic goes against the tiny-device grain with its highly anticipated e-Reader.

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Plastic Logic founders Henning Sirringhaus and Sir Richard Friend, both professors at Cambridge University, didn't set out to create an e-reader. Their work was, and still is, centered on plastic electronics. But a new they've spent 10 years developing--which uses flexible plastic substrates to produce durable thin high-contrast displays--has caused some media outlets to call their Plastic Logic Reader a killer to Amazon's Kindle.

Their wireless device is slated for release in early 2010 and features an innovative touchscreen (as opposed to the Kindle's keyboard), a durable plastic window (as opposed to glass), and high-contrast reflective display technology (as opposed to LED). The company hopes to use the legal-pad-size Reader to lure business clients who can use it to view PDFs and Microsoft Office documents.

Run by CEO Richard Archuleta, Mountain View, California-based Plastic Logic has also inked content partnerships with newspaper and magazine services like USA Today, Financial Times and Zinio. In the future, the company hopes to add a color screen and video capabilities to the Reader, but for now, they're content to just lighten everyone's briefcase.

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