In response to the growing demand for sustainable technologies, the e-paper market is expanding rapidly. E Ink, a leader in electrophoretic e-paper technology, faces competition from IRIS Optronics, known for its cholesteric liquid crystal e-paper technology. Despite this, IRIS Optronics Chairman, Albert Liao, argues that e-paper is the Blue Ocean Strategy where the two companies are not competitors but rather partners, with IRIS Optronics expressing gratitude to E Ink for helping to expand the advertising display market.