also, post a picture showing the back of the unit. from what I could read; it looks like it can use ICSP interface and I2C also.And I know it's not your fault but that's a pretty piss-poor data sheet on the thing. it also looks like a standard LCD display and iteadstudio stuck on their own interface. I wonder if the interface chip can be reprogrammed to use a better protocol?besides maybe trying other interfacing that's about all I can help with.good luck to ya.==========never mind on the alternate interfacing. I just read a comment from Itead about them being a future addition.non-functional for now.
You are indicating four connections here ...-Lcd's Tx to Rx pin 0,-Lcd's Rx to Tx pin 1,-Vcc 5V & ground connect to Arduino... but your photo only shows three wires (and we can't determine where they go).Try connecting the Arduino Tx to the LCD's Tx and see what happens.Don