Abstract: A flexible cable assembly having a leadless chip carrier attached to a flexible cable for providing drive signals to a matrix display element. Pins at one end of the flexible cable assembly plug into a printed wiring board and exposed metallic pads at the other end press against mating pads on the edge of the display element; the pressed together pads are held in place with a U-shaped clamp. Connection points on the leadless chip carrier are soldered to mating soldering pads on the flexible cable. A heat sink/backer is attached to the opposite side of the flexible cable under the leadless chip carrier.