While it's already being used in art galleries and inside cameras (as sensor covers), Nippon Electric Glass is pushing hard to get its invisible glass featured on mobile devices -- the selling point here is simply to achieve the effect of somewhere in between glossy glass and matte glass, so that you'd get the best color vibrancy with minimal reflection.
ENGADGET: Nippon Electric Glass demos liquid crystal lens and 'invisible glass' at CEATEC (video)