The first factory dedicated to making low power-thrifty mobile phone displays has started operation. Jim Cathey, Qualcomm's vice president of business development said the lower power displays could be in the shops by the end of the year.

Qualcomm's "mirasol" displays don't shine with their own light and reflect ambient light. Tiny mirrors move in the screens to manipulate light. The mirrors consume power only when they're moving, so mirasol screens can show a static image with very little battery drain.

It is similar to "electronic ink" displays used in e-book reader devices like the Kindle from Amazon.com. However they can change from one image to the next and show video. Their sizes can range up to 5 inches diagonally.

They are pricey at the moment but when mass-production kicks in prices should eventually be competitive with LCDs, Cathey said.