Fujitsu says it is shipping an LCD-based electronic reader called FLEPia in Japan next month. It displays vivid color, a first in the industry. The company hopes the technology can compete directly with E Ink, the manufacturer of the black-and-white e-paper displays used in the Kindle and eReader. Currently, Fujitsu’s reader can operate for 40 continuous hours and is already far more expensive than other e-readers.