TFT LCD is one of the most important products of PVI (Prime View International Co., Ltd.). The market ratio of PVI's TFT LCD has been low and accordingly the company has suffered loss most of the time since its establishment. As far as the TFT LCD is concerned and from the point of view of BCG model, this product may be classified as a problem child with the characteristics of low market share in high growing market. PVI has made a lot of efforts to implemented strategies to increase the market share of TFT LCD and tried to turn it into a cash cow. PVI entered the e-paper business in early 2005. PVI is very optimistic about the potential of e-paper. It allocated a significant portion of its resources to e-paper to increase the percentage of this product in its product mix and makes it become a cash cow of PVI someday. This case study discusses how PVI entered the e-paper market and the possibilities that PVI may swim to the blue ocean of e-book from the red sea of the TFT LCD industry where most of the companies have suffered a keen competition due to the over capacity and continuous economic cycling.