A Future Focus on Lenses
 
In our December print issue (see above), Eyecare Business asks the leaders of the some biggest lens companies about their predictions for the future of the lens market. In this Web Exclusive, we continue the discussion with even more thoughts and predictions.
 
 
Our panel:
 BARNEY DOUGHER, president, HOYA Vision Care
 
PADDY MCDERMOTT, president, Transitions Optical, Inc.
 
DON OAKLEY, president, VSP Optics Group
 
MARK BECKER, vice president, marketing & strategic partnerships, Shamir Insight, Inc.
 
MICHAEL RYBACKI, senior vice president, sales & marketing, Seiko Optical Products of America
 
HOWARD PURCELL, O.D., PAAO, senior vice president of customer development, Essilor of America, Inc.
 
EDWARD P. DEROSA, executive vice president, North America sales & operations, Signet Armorlite, Inc.
 
 
 
LENS TECHNOLOGY:
Barney Dougher, HOYA: The products we are manufacturing and selling today will change tomorrow. The change we are really excited about is how our technology is ultimately delivered to patients. Independent eyecare providers bridge the gap between the free-form technology we produce and a child saying “Wow, now I can see the board! The ball!”
Don Oakley, VSP Optics Group: Concurrent with the shift of centering on building functionality into and onto lenses, we will be talking to consumers about functionality in a way that resonates with them and is relevant to their lifestyle needs. They care less about the technical specs of a lens and more about their corrected vision and the added value/protection/capability/fashion that their eyewear brings to their life and lifestyle. As consumers exercise their options about product and channel, this approach will become increasingly important—especially as the wearable modality becomes mainstream and the optical industry looks for ways to capitalize on the real estate its eyewear provides.
Mark Becker, Shamir: Today and even more tomorrow it will be beneficial for the eye care professional to challenge traditional technologies, legacy materials, and continue to explore every opportunity to work with companies that are pushing the technological boundaries. Change is inevitable and fortunately eye care professionals based in the U.S. will experience numerous options to help enhance the patient experience.
Michael Rybacki, Seiko: New advances in premium lens materials will also fuel sales in the high-end retail market. Lighter and more cosmetically appealing lenses made in high index materials like 1.74 or 1.67 offer today’s demanding consumer the performance they demand.  The versatility of free-form surfacing equipment will allow the technology to change with the marketplace and give rise to new innovations in single vision and specialty lenses as well as PALs in the years to come.  
Howard Purcell, Essilor: As the world around us continues to advance technologically and as we perform more in-depth research to develop a greater understanding of optics and how our eyes perform in our changing environment, there are numerous opportunities for the optical industry. The closer we come to identifying how we see and the factors impacting how we see, the better we will be at creating innovative solutions. 
 
 
CONSUMER ENGAGEMENT:
Paddy McDermott, Transitions: In in the optical shops, we are seeing more and more systems that very accurately measure key positional settings, leading to better fitting for the consumer. In line with these new technologies, the digital surfacing phenomenon will also help to allow for more precise machining of corrections.
As a result, the consumer brands that can effectively show and explain the tangible benefits to the consumer will become and/or stay relevant. It's an exciting time for marketing in our business.
Purcell: Today there is a perceived disconnect in the patient/consumer experience, with greater consumer desire for online education and the current low level of information that is available. Advancements in technology and the digital world have had a significant impact on the products we have brought to market in the past few years and on distribution channels as well.  We will continue to embrace these advancements, as they will continue to allow us (industry and ECPs) to improve the standards of consumer experience by balancing education and commerce.
In many industries, including optical, the digital landscape has shifted the way businesses interact with their customers. Technology has created a much more informed patient (or consumer) today than ever before. By first educating people on the importance of healthy vision, the annual eye exam and that they have a choice in lenses, we will continue to ensure the strength of our industry while also providing the most advanced and personalized lenses for optimized visual correction. 
Edward DeRosa, Signet Armorlite: Measuring devices will continue to evolve allowing for greater accuracy. This works in tandem with continued development of customized lenses that address the individual patient’s viewing needs. The patient buying experience will also be enhanced. Patients want to know they are unique and they are receiving the best vision for their viewing issues. 
       
 
 
A NEW DELIVERY CHANNEL
Becker: Many of the opportunities to explore over the next few years will be sensitive to if not driven by shifts in the market and related margin demands. With the increase of influence from third party organizations there will be an ongoing emphasis placed on ease of access, cost containment and service. Due to the pressure on price, the acquisition of control will evolve with expanded consolidation including distribution, purchasing groups, retail, and practice management.