Etulipa, start up in Eindhoven, the Netherlands, works on electrowetting displays for outdoor use. They read like paper, but offer all the advantages of digital: real-time, targeted, on-the-spot advertising. Much as electronic paper. The Etulipa display is made with patented next generation electrowetting technology. US patent 9,274,331 B2. This means the ‘pixels’ are not powered by light, but with colored oil. Therefore they are very energy effective and sustainable. These reflective displays cause no light pollution, consequently it is much easier to get a permit.