It's not a lcd screen. It's a color e-paper.
2. Power-efficient color e-paper; enables up to 40-hour continuous battery operation
As the color e-paper employed displays text or images by reflecting external light, FLEPia does not require power to maintain screen display, consuming power only during re-draw (power consumption is approximately just 1/50 that of standard notebook PCs under similar usage conditions). When fully-charged, FLEPia offers up to 40 hours of continuous battery operation (conditions: display of 2,400 pages at 1 page per minute with 64 colors).