They can scatter light and are deceptively thin. Coupling with (maybe) some fibre cables and you've pretty much got what they're offering. I'd doubt they're actually offering a unique product that illuminates the product as advertised.
LCD panels don't have a paper thin backlight, they are lit from the sides of the display and the light is refracted and diffused trough a thin layer of plastic, this is why all LCD's have light bleed to some degree since the diffusion is not uniform throughout the surface of the display.
This technology seems to be completely different and the LED's are infused evenly throughout the material rather than being simply located at the edges. The diodes they use also seem to be very different than commercially available LED's both in terms of their size(several orders of magnitude smaller) and resisting/allowing deformation without functional issues.
As it's currently shown this technology is much more similar to OLED and other internally illuminating displays rather than to LCD's, or traditional LED array displays.
Comments
My guess is they've simply using the backlights of LCD panels: https://www.youtube.com/watch?v=jiejNAUwcQ8#t=34
They can scatter light and are deceptively thin. Coupling with (maybe) some fibre cables and you've pretty much got what they're offering. I'd doubt they're actually offering a unique product that illuminates the product as advertised.
LCD panels don't have a paper thin backlight, they are lit from the sides of the display and the light is refracted and diffused trough a thin layer of plastic, this is why all LCD's have light bleed to some degree since the diffusion is not uniform throughout the surface of the display. This technology seems to be completely different and the LED's are infused evenly throughout the material rather than being simply located at the edges. The diodes they use also seem to be very different than commercially available LED's both in terms of their size(several orders of magnitude smaller) and resisting/allowing deformation without functional issues. As it's currently shown this technology is much more similar to OLED and other internally illuminating displays rather than to LCD's, or traditional LED array displays.