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We present the use of electrowetting as a technology for very bright and energy-efficient displays. The intrinsic nature of the system as an optical switch provides an excellent starting point upon which a wide variety of display configurations can be based. Here we focus our discussion on reflective displays, in which the main advantages of the technology are best utilized. The properties of the reflective display will be discussed, illustrating the combination of a paper-like optical performance and video-speed switching.