In addition to boasting Ultra HD resolution, this prototype features a new screen technology, introduced as Moth Eye that virtually eliminates glare while preserving colorvibrancy.
While it's already being used in art galleries and inside cameras (as sensor covers), Nippon Electric Glass is pushing hard to get its invisible glass featured on mobile devices -- the selling point here is simply to achieve the effect of somewhere in between glossy glass and matte glass, so that you'd get the best colorvibrancy with minimal reflection.