It seems that Sony are very serious about printed flexible OLEDs. In June 2009, they have created a group whose goal is to launch the flexible OLED panel business "as soon as possible". They had several researchers working on organic TFT in several departments in Sony, and now they all work in the same group.
Sony wants to 'change the fundamental design of equipment" using the new flexible displays. They have already shown us flexible-OLED prototypes (photo above, and video below), and some cool concept designs. Hopefully we'll hear more at CES 2010 next week.