Forget phablets. Dual-sided smartphones are the new “It” gadget. At least that’s what Yota wants us to believe.

The company this week introduced a novel design that smashes an e-ink display on the back of a Jelly Bean device. It’s something we’ve never seen before, and tries to make the two very opposing markets of e-ink play nice with your typical smartphone touchscreen.

Frankly, I would see this kind of design working better on a tablet—read books, flip it over, watch a movie. Of course, people might want that same experience on their smartphone, so here you go. The video shows a nice quick little hands-on walkthrough of what the YotaPhone is all about, and it seems to perform as advertised. This is certainly one to keep your eye on.