Casio touts "Blanview" transmissive LCD for outdoor use.

Casio sure seems to be confident in its new transmissive LCD panel, so confident that it apparently thinks it can make it with a name like "Blanview." The big innovation here, Casio says, is that it's managed to develop a new system that pulls outside light into the LCD panel to make the transmissive LCD usable outdoors without backlighting, eliminating the need for so-called "semi-transmissive" LCD panels that are more commonly used today. What's more, it says this new method also increases the transmittance of the panel by about 30% and cut its power consumption for outdoor use by upwards of 50% compared to current panels. Unlike some other promised LCD technology, it also seems like this one is actually fast approaching commercializtion, with sample panels ranging in size from 2.7- to 6.5-inches set to begin shipping this month.