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Technology
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It's resurfacing old tech? My Sony Ericsson P800 from 20 years ago had a screen that worked great in direct sunlight. It worked best in direct sunlight, the brightest the sun, the better you could see. Downside is that in the dark it had poor illumination
It's LCD with a reflective background and lateral illumination rather than backlight
Transreflective lcd doesn't look great though, especially when viewed at angles, or when the room is bright enough to light the reflective layer but dark enough to require the backlight.