Cellular Device With Rollable Screen Will Arrive This Year

I have no idea what the advantages of this phone would be, could someone clue me in? I guess a big screen in a compact size? Plus, how does the screen fold? Is it protected? If so, I'de imagine it's like a laminated surface or something. I've never even heard of anything like this...it looks cool, but I'de feel a bit wierd "unfolding" my phone to check something. I guess it's because I've had candybar/PDA phones for so long now, I don't even do single flips, let alone a folding screen!