The Tire maker Bridgestone is thinking seriously about entering the market of the eBook Readers considering the prototypes shown in this article.  

Bridgestone says the prototype has a 10.7-inch-screen, is just 5.8mm thick (Kindle 2: 9.1mm) and can display color pages. The device can be bent to some extent since the circuit board and the electronic paper are flexible.

Color and flexible eReaders, awesome.

Tire maker Bridgestone shows world’s first flexible e-book reader