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five Questions for…

Brett H. Craig was recently named president and CEO of PixelOptics. Craig comes to the position with 14 years of experience in the optical industry, including serving first as COO, then president of Transitions Optical. He saw Transitions Optical through rapid growth with new product introductions, global expansion, and strategic alliances.

Craig recently spoke to EB about his plans for leading PixelOptics and growing its emPower! electronic focusing eyewear.

EB How has your background prepared you for this opportunity with PixelOptics?

BC Working for and ultimately leading an international optical innovator has given me a good background for leading PixelOptics. From a personal standpoint, my interest in Pixel’s technology base as well as its many applications drew me to the organization.

EB Who is the main consumer for emPower! eyewear, and how is that prospective buyer being targeted?

BC The perfect patient is any presbyopic consumer who likes new technology and is tired of the visual compromises of traditional progressive designs. Today, we are focused on reaching those consumers through their ECPs, through education, and point-of-sale instruction. In the near future, we’ll begin to direct our attention toward the consumer in a more direct manner.

EB What are some examples of how ECPs can use lens products to grow their businesses?

BC A universal truth is that a business must differentiate itself in order to grow. We have seen a number of practices become very successful at gaining local PR for their business by promoting the fact that they offer “the world’s first electronic focusing eyewear.”

EB What is the future for high-tech eyewear?

BC It’s very bright. Our research shows that the visual needs of eyeglass wearers have dramatically changed in recent years as a result of the prevalence of computers in our everyday lives. With the advent of smartphones, we have come to expect everything to be at the touch of a button—there’s no reason that we shouldn’t expect the same from our eyewear.

EB What is in the future for PixelOptics?

BC We believe we have a strong platform for continued expansion. Currently, we are in the process of rolling emPower! out across the United States. We will look to expand beyond the U.S. in late 2012 or early 2013. It doesn’t take much imagination to think what’s possible when you combine eyewear with electronics. We’ll continue to leverage this platform and bring new innovations to eyewear consumers around the world. EB