The Practice of the Future The Impact of Technology

Howard B. Purcell, OD, FAAO. Diplomate, CCLRT FIACLE Senior Vice President, Essilor of America

September 2007 THE PRACTICE OF THE FUTURE

1/8 ENVISION THE POSSIBILITIES

September 2007

The Practice of the Future What do practitioners think?

Market Trends   Differentiation issues (Product and Practice)

September 2007 Which “share” would you rather have? Market X Market Y

September 2007 Which “share” would you rather have? Market X Market Y

September 2007 Competition is for Losers

Market Trends   Differentiation issues (Product and Practice)   AI

September 2007 AI – Artificial Intelligence Intelligent Agent – a system that perceives its environment and takes actions that maximize its chances for success Jeapordy – Watson Gary Kasparov (Chess) – Deep Blue Siri/Cortana iRobot – Roomba Self driving car _________________________________________________ AiCure uses mobile technology and facial recognition to determine if the right person is taking a given drug at the right timeAiCure R & D

Market Trends   Differentiation issues (Product and Practice)   AI   Visual Acuity Testing – Normalize vs Optimize   AMD and Blue Light (“Medical Eyeglasses”)   Delegation – Refraction vs. Prescription   DDD   Technological advancements (Dispensary)   Measurement devices   Units of measure???   Disruptive Technology (ex. VR, smart phone, Kiosk – Dispensing? Refracting (on-line?), CL’s

Market Trends   Differentiation issues (Product and Practice)   AI   Visual Acuity Testing – Normalize vs Optimize   AMD and Blue Light (“Medical Eyeglasses”)   Delegation – Refraction vs. Prescription   DDD   Technological advancements (Dispensary)   Measurement devices   Units of measure???   Disruptive Technology (ex. VR, smart phone, Kiosk – Dispensing? Refracting (on-line?), CL’s

Market Trends Disruptive Technology Disruptive Technology

Market Trends   DVS   3D Manufacturing   Designing customized PALs   Evolution of e-commerce (Omnichannel)   Commerce vs. Education?   Reverse showrooming – ”WEBROOMING”   Premium Product Demonstration   Reading Card?   Designing customized PALs

“The closer we can get to identifying how we see and the factors impacting how we see the better we will be at creating solutions”

THE FUTURE

NINE NEW RULES  Clutter Is Out Clean Is In  Curated and easy to understand  Multiple Pair Sales Begin at the Exam  3 pairs are what’s needed  Gender, Vender and Lifestyle Signage Are Essential  5% of opticals have it / 100% of successful retails do  Be a Retail Storyteller  Backstory of frame and lens designs, collections and creations. Impassion them with the wonders of optics and design/they will share those same stories

NINE NEW RULES  Frameboards Are Out  Takes away from details and individuality of frames / Lined up like soldiers is antiquated concept  Lighting….Lighting…..Lighting  Good lighting brings out sublte details prevalent in todays eyewear (think jewelry)  Digital Interaction is Expected  Measurements, Lens presentation, etc  The Storefront  Majority see from a good (varied) distance, scale appropriately  Waiting Rooms are …..History

It’s not the strongest species that survives, it’s not even the most intelligent; it is the one most responsive to change. Charles Darwin

Plan for THE PRACTICE OF THE FUTURE

1/8 ENVISION THE POSSIBILITIES