There has been a long quest for digital outdoor displays that can be as abundant as paper-based ones. Up to now, light pollution and energy consumption meant that such displays were prohibited from fulfilling that role. This whitepaper explains why Etulipa’s Electro Wetting Display technology is at the forefront of this change. It gives a short overview of the basics of Electro Wetting Display technology, and goes on to explain why EWD technology will be successful where other technologies have failed so far.