Sales of Amazon’s Kindle shot up during the holidays, encouraging the makers of other e-readers to believe that the market will grow if they keep pushing the right technology. One firm that’s trying is Plastic Logic, an upstart with $200 million in funding from Intel, Siemens, and others. Betting that lightweight plastic is the answer, the Mountain View, California, company is developing a reader that will curl like a piece of paper and to which books, periodicals, and office documents can be downloaded via WiFi. A prototype of the fully flexible reader is still a few years away. In the meantime, Plastic Logic’s first model—a rigid one—will be out this spring. (View an interactive feature about gadgets that have failed to to sell well).