It uses the US firm's optical frontplane but adds on its own backplane made out of non-rigid plastics, and then sells the part to device-makers.

BBC: Bend me, shape me: Flexible phones 'out by 2013'

I. (which stands for Prime View International, itself a subsidiary of a large paper company), marries it to an electronic grid, or backplane.

NEWYORKER: A New Page

While not the subject of the showcase, slower SATA interface storage devices will be able in many cases to share the same storage backplane.

FORBES: Speedy Ways to Move Enterprise Data

When the network becomes as fast as the backplane of your computer, the computer hollows out, its components dispersing across the Web, its value migrating to search and sort functions.

FORBES: Magazine Article

The backplane tells the frontplane what to do.

NEWYORKER: A New Page

To have a fully flexible finished product, both parts of the display have to be flexible - the optical frontplane and the backplane, where transistors are - as well as the device's battery, the outer shell, the touchscreen and other components.

BBC: Bend me, shape me: Flexible phones 'out by 2013'

One features a bendy microfoil backplane.

FORBES: Magazine Article

Perhaps fingers should be pointed at her long-time manager, Troy Carter, who in recent weeks has been profiled by Evelyn Rusli on the NYTimes blog Dealbook for founding a Silicon Valley startup (also backed by Gaga herself), Backplane.

FORBES: Is Lady Gaga Financially Illiterate?