The new Sony Reader e-book features a display that looks more like ordinary paper than a liquid crystal display, because the pixels reflect ambient light rather than transmit light from behind. There’s no flicker, because the pixels are completely static.

The E Ink technology also conserves batteries because current is used only when pixels need to change their color — between virtual page turns, the Reader consumes no current at all. Its batteries will last for about 7,500 pages, according to Sony.

About as big as a paperback book, the Reader will be able to display content from RSS feeds and from PDF files in addition to e-books in Sony’s own BBeB format.