The next generation of smartphones will have some flexibility. Manufacturers like LG and Philips have been developing materials for years that would allow them to manufacture foldable and rollable wearable devices. The shift could have an influence on search engine marketing and digital advertising. Some companies have begun to use parts of the material. For example, to display images Amazon's first Kindle e-reader used a plastic non-rigid screen known as an optical front panel, but the components beneath were rigid.