E Ink announced today that their segmented display product line is now called SURF. Over 15 million products with E Ink segmented display have been sold already, including the Samsung Alias 2 phone, the new Phosphor wristwatches, the Esquire magazine cover and the Lexmark jumpdrive.

SURF displays are ultra-thin, rugged and flexible. They are ideal for consumer electronics, medical devices, PC-accessory, display smartcards, capacity indicators, electronic shelf labels, signage and communications applications.