Tech Outlook

Optical industry thought leaders share their predictions for trends in technology to come

By Amy Spiezio and Susan Tarrant

As the year draws to a close, many may be considering buying a new calendar for 2014, only to opt for the calendars that are already on their tech devices because they are easy to use and can be rapidly shared.

Technology has seeped into daily life in ways seen and in ways behind the scenes, changing the way we live and do business. Recently, Eyecare Business’ editors spoke with optical industry thought leaders about how technology is changing the world and the market as we move into the new year.

“There’s something happening in our industry, there’s a real buzz,” says David Duralde, chief creative officer of Kenmark Optical. “When I started, tech was a big part of what we did as designers. But people got sidetracked by labels and logos. There was a lot of brain drain, a lot of stagnance. Now everybody wants to embrace technology.”

This embrace will have far-reaching ramifications, notes Ed Greene, CEO, The Vision Council. ‘We in the optical industry have been selling products the same way for a long time. It’s time for a change,” he says. “A technology-driven retail experience would not only be exciting, it would also open the door of opportunity to show consumers the options available to them in the way they like to shop.”

Throughout the industry, technological advancements are moving optical into the future.

RIDING THE INTERNET WAVE

For many in eyecare and the manufacturing universe that supports the industry, the Internet and the wealth of connectivity and information it offers will continue to grow its influence over optical. From the front line to the production line, web-based and enhanced business is a superhighway to the future.

“I think the Internet is in the process of profoundly changing our world, in some ways that we can already see and in some ways we have not yet imagined,” says Matt Cevasco, president and general manager, Briot USA and Visionix Inc. “I can see and dream up all sorts of changes for our industry, from Internet eyewear to remote refraction, kiosks, or even at-home eye exams that prescribe via a remote doctor.”

“Mobile computing is the most useful technology used on a day-to-day basis. It has never been this easy for us to be able to access this much information any time and any where,” says David Friedfeld, president of ClearVision Optical. “This technology has allowed us to increase productivity and communication throughout various business channels.”

One of the channels optical is expected to utilize via the Internet is retail sales. “Similar to other industries, we’ll adapt and provide consumers another viable means to shop for eyewear,” says Barry Resnik, director of marketing, Vision-Ease Lens. “It will become more accurate, convenient, and integrated.”

In essence, the Internet has become a brand-building tool, stepping in as sales rep and marketing manager. “Imagine if you could speak to everyone in the world about your product,” says Jim Sepanek, vice president, Rx, SPY Optical. “And, provide a platform where they could buy your products. Wow!”

But the expansion will have to proceed with care. “This new ability to obtain eyewear without being properly fit for it in an office setting could also have a negative impact on eye health,” Greene adds. “Sure, you need a prescription to obtain the glasses, but do they fit correctly and do they consider your unique eye and face shape? No.”

COMING AT YOU: 3D

One of the biggest tech stories in the works is 3D printing, which has become a more affordable and, therefore, a more viable option for smaller companies. The promise of 3D printing is already being realized in manufacturing, including some segments of the optical industry.

Frame manufacturers are adopting the technology in various forms and levels, from design to actual production, and the expectation for further expansion is out there. Within the frame market, 3D printing has found a place in various stages of the production process. “I think the most influential technology will be 3D printing. Forward thinkers aim to create a customizable frame that fits a person perfectly,” notes David Spencer, founder of and designer at Ogi Eyewear.

“3D printing is having the most effect on the product development side, as we are able to design and prototype frames with incredible speed and accuracy,” says Mark Ginsberg, senior vice president, global marketing services for Marchon. “The advent of 3D printing has shortened our development lead time, provided tremendous flexibility on the creative side, and ultimately our time to market will improve considerably.”

This new technology may even help build stronger bridges between frame technology and lens technology.

“With MyStyle lenses we already personalize the vision experience, and 3D printing will allow patients to personalize how they look as well,” says Michael Ness, president, HOYA Lens of America. “Rather than jamming a personalized lens into a frame off the board, it is possible there would be a “MyStyle Frame” that complements the personalization of the visual acuity, too.”

CREATING CUSTOMIZATION

One of the most exciting developments the optical experts see coming from 3D technology is the expansion of customization in eyewear and eyecare as 3D moves from prototyping to production.

“This is a really interesting technology,” says SPY Optical’s Sepanek. “Can you imagine making your own personal eyewear by programming personal information and ‘printing’ your frame/ sunglass? It is more than possible. Game changer…” he says.

The creation of custom frames has captured the imagination of some interviewed for this story. “I think 3D printing will have an effect on frames—being able to completely customize/design a frame and then print it off and wear it,” predicts Kevin Cross, director of sales, North America, Schneider Optical Machines, Inc.

The trend is a natural extension of the ongoing interest in personalized and customized product. “I believe 3D printing will push the customization trend even further with the ability to print custom frames,” agrees Dave Cole, president, Transitions Optical, Inc. “Patients could potentially ’make their own frame’ by choosing a custom size and color or mix and match styles that they like from multiple different frames.”

This bespoke eyewear may very well shape the future of the frameboard as well. “There are only so many frames one can select off the shelf,” says Michael Rosen, designer at Ogi Eyewear. “Being able to measure a person’s face exactly and create a frame with 3D printing would ensure that a person gets the most customized fitted frame, created from next-generation materials.”

The result of this may very well be additional pressure for the lens and lab universe to step up consumer education efforts.

“We may see people buying a template via an app for a particular style they can personalize,” Ness says. “As an optical lab, we will want to educate people about the opportunities and limitations they will have in designing their own eyeglass frames. We already see this with styles that have a lot of wrap. They are very fashionable and unique, and people love the look, but for certain Rx’s it is just not possible to wrap the lens without breaking it.”

GEARING UP

The final frontier of technology may very well be the dawning reality of a literal physical integration of human and hardware. Optical experts are predicting everything from easier shopping to better living.

On the most basic front, interactive technology will make dispensing eyewear and eyecare more simple with tactile tools.

For example, Resnik predicts “coupling the interaction of social media and the technology of touchscreen surfaces into all forms of media, from TV ads or online ads directly to the shopping cart. Technology that shortens the purchase cycle.”

This technology can also be used to create a more personalized dispensing experience for patients. “[I see] Smart technology—being able to immediately recognize customers, past purchasing history, preferences, and other data points—and then using that information to offer a better and more customized buying experience both online and in person,” says Schneider Optical Machines’ Cross.

“I think it will be interesting to see how interactive technology will become more integrated into eyecare practice and retail locations—instead of just online,” notes Cole.

Also, he adds, “The evolution of user interface software and technology is something I look forward to watching. Companies have only just begun to scratch the surface in this area, and I think our industry will start to see more of this as new products and technologies like Google Glass and MP3 sunglasses emerge.”

And the gear is only expected to get better. “There is no doubt in my mind the smartphone and application wave is in its infancy stage, and with such innovative products like the beta testing of Google Glass, I can envision the future combination of smartphone and optical technologies revolutionizing how we live, work, and function as a society,” says Michael J. Rybacki, senior vice president, sales and marketing, Seiko Optical Products of America, Inc.

THE OTHER SIDE OF TECH

But not everyone is jumping on the high-tech bandwagon in 2014— at least not without a heaping scoop of caution to accompany it.

“I think the Internet can also be a double-edged sword,” Cevasco adds. “Beware to those who do not anticipate and are not prepared for the changes we will undoubtedly see. Smart companies and smart eyecare professionals are closely watching and trying to anticipate how to take advantage of these changes.”

“We all believe that the Internet is the future,” Sepanek says. “But let’s not forget that we need to ’touch’ the market. There is no substitute for working directly with customers/ consumers. This is something we can never forget.”

The allure of 3D technology is also the source of questions for some experts. Rudy Project Rx manager Wendy Black, ABOC, says she doesn’t see 3D printing getting widely adapted immediately and predicts, “Not much will change until the process is more available and less costly in the U.S.”

The quality will also have to improve before the end product is ready for the end user. “In my opinion, this is still a distant future change for the industry,” says Howard Purcell, OD, FAAO, Dipl., senior vice president of customer development, Essilor of America, Inc.

“While this technology will certainly be used for prototyping and R and D testing both today and in the near future, 3D printing does not currently produce the quality required for something as intricate and precise as we are accustomed to with ophthalmic frames,” he adds.

On the lens side, some predictions push 3D integration into the optical industry to the future. “I can’t imagine it will have any influence on the production of lenses any time soon, but there may be certain aspects of the design application process that might be applied,” says Rybacki.

Overall, however, the industry is gearing up and looking forward to what is offered from this technology.

“The opportunities that are emerging through the ability to use 3D printing are really exciting,” says The Vision Council’s Greene. “As far as the optical industry and eyewear are concerned, it could have a tremendous effect on everything from product development and design to the way products are made. The challenge here will be to ensure that the materials developed will meet industry standards and the ever-evolving design demands.”

Vision-Ease’s Resnik notes that the best-performing advances in optical-related technology will be, “Whatever brings joy to the optical purchase.”

“All I can say is there likely will be change; there always is,” says Cevasco. “Best to keep one’s eye open and be thinking about how to take advantage of it when the opportunity presents itself.” EB