A Long Wait in the Que

Possibly the question that the average physicist dislikes the most is "so what's the practical application of what you do?" Of course, it's not that there's nothing relevant about what physicists do. Rather, it's the tiresomeness of having to explain how physics generally deals with the fundamentals and that there are lots of intermediaries, like chemists, engineers, and eventually management and PR who take the concept and turn it into something. And the frustration with a lot of people I've spoken to is that often this question turns a discussion from the what-do-you-do part and rapidly moves it to the what-does-everyone-else-do-with-it-when-you're-done.

And of course there's not much wrong with this system in principle, but as a scientist it can be reassuring to see a business which is spun-out directly by those who made the discovery it's based on. Cambridge spin-off, Plastic Logic, has always been a prime example of this and it makes the news of the cancellation of its first product, the QUE ProReader, particularly depressing. Plastic Logic was founded in 2000, the brainchild of a group of Cambridge physicists who had discovered a way of making LEDs out of flexible organic materials. By combining these ideas with other innovative technologies like electronic ink, the idea was to create a robust but lightweight display panel that was flexible, comfortable in the hand, and avoided the glare and artificial feel that came with more conventional LED displays. The odds were that this could potentially make for a high-end but hopefully competitive product.

Of course the reasons for withdrawing the QUE are purely business related and undoubtedly linked to the unprecedented popularity of Amazon's Kindle and the rather ubiquitous iPad. All indications suggest that Plastic Logic will be back and fighting fit, but for the time being the satisfaction of seeing a group of laboratory physicists taking on some business heavyweights will have to wait.

Image Credit: http://www.plasticlogic.com

Reference:

Plastic Logic. Plastic Logic Moves On To Next Generation Product. Press Release. August 10, 2010.

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