Korea’s largest bookseller, Kyobo, and U.S. mobile chip maker Qualcomm Inc teamed up in order to create a new e-reader with an advanced display. The Kyobo eReader was unveiled this week in Seoul and it will first reach consumers in South Korea.

“Having been with the mirasol technology nearly from day one, I revel with the many QMT engineers and employees who have dedicated themselves to the development of mirasol display technology,” said Clarence Chui, senior vice president and general manager of Qualcomm MEMS Technologies, Inc.

The new Kyobo eReader features Qualcomm’s 1.0 GHz “Snapdragon” processor, a custom Kyobo application based on Android and a 5.7 inch “XGA” mirasol display and is thought to increase competition on the tablet market. Mriasol displays are made up by small mirrors and use the ambient light instead of its own to create colors. The principle is similar to the phenomena that enables a peacock’s feathers to shift between colors in different light.

The eReader featuring the mirasol display will be priced at 349,000 won, or $302, said Seoul-based Kyobo, South Korea’s largest bookseller.

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