When Essilor and Nikon decided to partner on a new lens company, they looked within the Essilor management structure to find its president: Alain H�ry. H�ry has been president of Avisia since its inception in 1999.

Avisia's lens product, Nikon Eyes, features a simplified approach to presenting lens options to the patient. There are three premium product offerings and nine pricepoints. All other options are standard-AR and scratch coatings, the thinnest design possible for the patient's individual prescription, UV protection-taking most of the confusion out of the lens purchase process. Each Nikon Eyes lens has a unique air logo that is invisible until activated by breathing on the lens or exposing it to a stream of humidity.

The lenses are produced in its Dallas laboratory and shipped to the dispenser. The high-tech lab provides quick turnaround, and its Website allows ECPs to track orders on-line.

Avisia's approach to making and packaging lens materials and prices is relatively unique. What kind of response has this approach generated?

We got a fantastic response from the marketplace. From an ECP standpoint, the brand appeals to their patient, because it means quality-the lens itself as well as the service. They are astonished by the kind of service we can provide nationwide. They also like the smart pricing and the simplicity of doing business with Avisia. It's easy to get lenses, and also to explain our lenses to the patient. The patients love the brand as well. They love the air logo. It's the first time they can relate to a lens on a brand level. It's the first time they can be proud of their lenses.

Do you have plans to expand Avisia's lab operations, such as forming a mini network of labs across the country?

Our propriety technology is not really compatible with a network of small labs nation-wide. The technology that was put in the Avisia lab allows us to deliver a consistent quality product from one location. And we still maintain competitive service and turnaround time vs. a local lab. On the long term, we still have a lot of room for expansion here in Dallas. When we fill the place, maybe then we'll look at a network, or in keeping the same location and just expanding, or duplicating the same set-up that we have here. We may, down the road, have a small network of large labs, but we won't have a large network of small labs.

Is the abundance of materials, indexes, and lens designs running the risk of confusing the optical consumer?

The consumer is completely confused already. He has way too many options to consider for a device that doesn't raise a lot of interest. When it's time to get new glasses, there is a certain level of excitement about picking out new frames. But for the average consumer, that excitement drops considerably when it's time to choose a lens. And then they are over whelmed by the choices. That proliferation of features and benefits is good, because it brings innovation to the consumer. But we as an industry need to make some of those choices for the consumer, instead of overwhelming them with choices they don't want to make.

What is the optical lab of the future?

The lab of the future is a high-tech lab for product and for services-one that can successfully combine the ability of making quality lenses with the better services that the power of the Internet can offer. We like to say that the lab of the future is a lab like ours that can provide services to the dispenser from "click to fit." The lab of the future should not forget the importance of being dedicated to quality and service. It's important today, and it should no be forgotten as being important in the future.

What is the biggest challenge facing the lens category?

The biggest challenge is really to get the patient to finally feel good about buying their lenses. The American consumer wants brands, and that applies to lenses as well. The lens category hasn't really been successful in bringing brands that the patient will relate to. Consumers also want performance in every aspect of the lens features. And they want it without extra cost. They want all the things that come with a recognized and respected brand. The second is to use the Internet to bring additional services of the dispenser at no additional cost.. EB