Sharp have further improved their LCD displays solving the problem of reflected light that makes it difficult to view your smartphone's display in sunlight.
A low-reflection film called AR film is attached to the surface of the LCD panel, which significantly decreases surface reflectance and also improves the LCD panel's contrast ratio. Since this alone doesn't suffice, Sharp have developed a new-structure LCD panel where the display's internal reflection is reduced as well.
The results are amazing, as the photo shows. This can be a total game-changer in the smartphone display industry.
You can find the full technical details in the source article published by Japan Today.