They were on their way to figuring it out back in the mid-1990's:
http://www.designnews.com/document....to,industry_aero,aid_212868&dfpLayout=article
I don't know what has become of their work, but if it has been implemented into industry (airliners, etc.), it may take several decades to show up on the consumer end.
Basically it boils down to creating random protrusions on the surface. As water rolls along a surface, friction causes (boundary) layers of water to roll up into vortices along the surface, much like rolling up a rug or carpet along a floor. When those vortices get large enough, they break away from the surface and disrupt the laminar flow that is occurring beyond the boundary layer. The trick with the random protrusions is to break up the vortices before they become too large, thus reducing disturbance to the laminar flow. This was shown in the lab to reduce boundary layer friction by 13%.
However, if the protrusions are not random, but uniform, the exact opposite phenomenon occurs. Drag is INCREASED by up to 20%. Both applications have merit in industrial uses.
The 13% reduction in the lab would probably result in something like 3-4% reduction in field conditions; however, that is still an order of magnitude greater than most other treatments have shown.
Btw, the protrusions were quite small, maybe less than a millimeter.