Unfortunately the reason we would want these as e-readers would precisely be to "read", a heavy use according to the article.
So I wonder what the real consumption and battery range would be should this technology hit the stores. I guess we'll have to wait and see.
In the meantime ...
In comparison, the new screen mentioned above draws 3 mW while displaying a static image. That means that when it’s not in heavy use (reading, for example) this screen is 800 times more efficient than the one on the iPad 2.