 much as predicted but we missed the significance of search algorithms as a key associated enabling technology. This had been spotted in 1998 by a newly incorporated company called Google, now worth upwards of $150 billion dollars and delivering content from over one million servers around the world. A topic we return to in our later chapters on network software. Text is well documented as being a surprise success story of the mobile phone sector with the highest value per delivered bit of all traffic types and the lowest per bit delivery cost. However, another chapter (literally) is unfolding in terms of text-based value with telecoms part of the delivery process - the e book, a product sector created by the electrophoretic display. Electrophoretic displays were described in Chapter 5 of 3G handset and Network Design but at that stage (2002) were not used in mainstream consumer appliance products. Electrophoretic displays do not have a backlight but rely on reflected light. This means they work well in sunlight or strong artificial light. Electrophoretic displays also do not consume power unless something changes. For this reason they are often described as bistable displays. In an electrophoretic bistable display, titanium oxide particles about a micrometre in di- ameter are dispersed in a hydrocarbon oil into which a dark-coloured dye is introduced with surfactants and charging agents that cause the particles to take on an electric charge. This mix- ture is placed between two parallel, conductive plates. When a voltage is applied the particles migrate electrophoretically to the plate bearing the opposite charge. The particles that end up at the back of the display appear black because the incident light is absorbed by the dye; those at the front appear white because the light is reflected back by the titanium oxide particles. These displays have enabled a new product sector to evolve, the e book, with the Kindle as, arguably the exemplar product in the sector. Table 5.3 shows the typical performance today of o