Sorry, askyn, but Readius is the first and only device with a rollable / flexible display. Polymer Vision, the company behind Readius, spent 15 years on developing this technology. Polymer Vision was part of the Dutch giant Philips until 2006. So, we can assume that they spent a lot of money on building the first consumer device with a rollable display. More on the rollable display technology is on
http://www.readius.com/pocket-ereader/rollable-displays