The Sure Electronics DE-LD021 LCD display module, AKA LCDSmartie whilst looking promising in the first instance turns out to be a bit of a dead loss. The manufacturer doesn't seem to know the codes to drive the display. Perhaps he just ripped off some other design and doesn't actually know. He keeps repeating 'you must us CP2102 driver for Linux' like a broken record. I guess making use of the display for Linux requires reverse-engineering the LCDSmartie software (which seems to be written in Delphi) to try to obtain the codes and then use them from Linux, which I don't have time for right now. Big shame.
Edit: To all those responding, many thanks for the comments, and sincere apologies for not publishing them sooner, but I've been out of the 'blogo-sphere' for some months!