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5/2024
▶ Special: Go Digital!
Five AI myths
Dive into the world of smart glasses
Security training in the supply chain | Part 1
▶ Technology
Making it possible: automated cosmetic inspection
Optimize your lab production with a powerful LMS
▶ Spotlight
Artificial intelligence supports transfer in continuing education
Debunk your marketing platitudes
▶ Market Surveys
AR coating machines
With AWS Modulo ONE, the one-of-a-kind Modulo system is extended by a fully-automated warehouse system for highly efficient and space saving storage and retrieval. Labs now benefit from full automation all the way from warehousing to surfacing, cleaning, coating and edging – all in one fully integrated system from a single supplier. AWS Modulo ONE intelligently automates everyday production logistics. It reliably stores and picks semi-finished or finished lenses, frames and more directly into the job tray. Thanks to the small footprint, fast automation, and 24/7 availability, warehousing is effectively stream-lined and efficiency is increased significantly. Manual handling is reduced to a minimum, preventing human error.
AWS Modulo ONE is freely configurable and can be customized specifically to meet a lab’s facility layout, capacity and throughput. Entirely scalable, it is fit to reflect future demands. Built-in redundancy guarantees there is no single point of failure. RFID technology assures unmistakable identification in job handling. Take another step towards all-in automation.
In two weeks, the optical industry will be meeting in Las Vegas for Vision Expo West, while Silmo will be attracting visitors from the other side of the world to Paris. One thing is already certain: digitization and everything to do with it will be among the key topics. This is true for machine manufacturers but also for other products.
However, the networked world also has its downsides, offering hackers, for example, all over the world the chance to wreak havoc and disrupt supply chains from afar. How to protect yourself against this – and why every single company should contribute to protecting the global infrastructure from hackers – is the subject of Part 1 of the series on Cyber Security, starting at page 22.
Chief editor
Tell us your opinion, ideas and suggestions: hanna.diewald@mafo-optics.com
Even spectacle frame manufacturers are affected by the trend towards digitization today. And anyone who still thinks that smart glasses are just a niche product is out of touch. Following their success as enterprise glasses – from the manufacturing industry to logistics – manufacturers are now focusing how to make the products attractive to customers as all-day glasses. It is still not entirely clear how successful this will be – and we all remember the mega flop of Google Glass – but could it be that the world is now ready for wearables? See for yourself, starting at page 16, what smart glasses are capable of today.
But what about smart machines? Yes, here too, artificial intelligence, networked machines and the constant monitoring of production are the hot topics par excellence, which is why we have dedicated this issue to Go Digital!
In this issue, as at the upcoming trade fairs, we will be looking at automated cosmetic inspection for example, which has the potential of completely superseding human inspection. Up to now, in general every single lens has been inspected down to the last detail for any abnormalities by employees, around the clock; a task which has long been considered as difficult to automate. Today, even this process can be carried out by machines, thanks in part to AI.
This issue also looks at browser-based Lens Management Systems (LMS), the opportunities offered by AI-enhanced training courses, AI myths and more besides.
Whether intentional or not, our surroundings are leading each and every one of us towards a smart world and the optical lab is no exception to this. A good reason for the upcoming MAFO – The Conference 2025 to set its focus on: 'The optical lab in a smart world.' Here, you can expect a wide range of topics, first-class speakers and above all remember to mark the date in your calendar: February 7, 2025, in Milan (one day before Mido).
But now I am looking forward to the many trade fairs and news that await us in the fall.
Mister Spex has adopted the “SpexFocus” transformation and restructuring program for the years 2024 and 2025. The aim is to significantly increase profitability and ensure sustainable cash generation for the company in the medium term. As a result, all Mister Spex stores outside Germany will be closed. The restructuring program includes the reduction of personnel costs, price adjustments and discount reviews, the optimization of operational processes and the closure of all eight international stores – five in Austria, two in Sweden and one in Switzerland. Christopher Douglas will become the Chief Restructuring Officer (CRO). In this newly created position, he will be responsible for managing restructuring projects, reviewing the cost base and optimizing operational processes from 1 September. The experienced manager has extensive expertise in the areas of corporate development, restructuring, corporate management and financial management.
PPG appoints Amy Mercante general manager of specialty products
PPG appointed Amy Mercante as general manager of specialty products, a role in the Company’s Specialty Coatings and Materials (SCM) strategic business unit. In this newly created role, Mercante will provide strategic and operational leadership to the newly formed specialty products segment, comprised of the specialty synthesis group, optical monomers and coatings, and Teslin products business lines to ensure their profitable and sustainable growth. Mercante is reentering the SCM business, where she previously served as the global business director for Teslin substrate products. She will report to Juliane Hefel, PPG vice president, SCM.
Optical Women´s Association hosts global connection event at Silmo
The Optical Women’s Association (OWA) announced that the organization is growing beyond borders and expanding its membership to impact women’s lives globally with this announcement of the formation of an International Expansion Committee. In line with its international expansion efforts, the OWA has scheduled an “OWA Global Connection Event”, at Silmo on Friday, September 20.
The mission of the OWA is to empower, educate, and support optical women across different cultures and continents, fostering a world where every woman can realize her full potential. The OWA will remain a U.S.-based organization, welcoming global members and sponsor companies.
The Vision Council established a new philanthropic foundation
The Vision Council introduced The Vision Council Foundation, its philanthropic arm that expands the knowledge, access, and opportunities needed for professionals and consumers alike to make informed decisions about eye health. A new website consolidates programming and resources and now serves as a single central hub for education, research, and marketing tools. Directly informed by The Vision Council’s optical industry members, The Vision Council Foundation works to bridge gaps between product manufacturers, eyecare providers, and consumers. This collaboration has spawned a wide range of awareness campaigns for different facets of eye care. In addition, Abigail Crosby has been hired as the Foundation’s partnership and business development manager, strengthening ties with donors to create and enhance the relationships and revenue streams that underpin programming.
63% of U.S. parents believe their children need to get their eyes checked once per year, yet only 47%
see an optometrist annually (compared to primary care physician at 78% and dentist at 71%).
Source: Zeiss Vision Care study
While 54% of U.S. parents say their children spend three or more hours outside every day, 63%
say their children spend three or more hours of screen time every day.
Source: Zeiss Vision Care study
82%
of U.S. parents are at least somewhat concerned about their children experiencing digital eye strain from using electronics.
Source: Zeiss Vision Care study
New OptoTech OAC-90 AR-coating system
OptoTech recently introduced the new OAC-90 AR-coating system at MIDO in Milan. This system boasts a new ergonomic design and a reconfigured layout, reducing cycle time by 55% compared to its predecessor. It offers lower costs per lens thanks to optimized, energy-saving pumping and cooling systems. The new versatile dome configuration leads to a maximum load capacity of up to 117 lenses (+20% compared to the previous version).
The OAC-90 provides a comprehensive solution for fast, high-quality anti-reflective and clean coatings, as well as in-chamber tintings. In sum, the new coating system is an efficient and versatile option for every modern ophthalmic laboratory. www.optotech.net/en
at Silmo 2024
At Silmo 2024, Satisloh, SCL International and DAC Vision will exhibit together and present their latest equipment and consumables in hall 6 – booth no. J157. Get the latest insights into the best technology of Rx lens production!
Discover smart, digital generating with Satisloh’s intelligent VFT-orbit-2i taking your lab’s performance to a new level, with predictive maintenance through AI and Machine Learning capabilities. Talk to our sales team and learn about Satisloh’s new E-Ticket System. The paperless solution puts real-time data at your fingertips and streamlines operations for unprecedented efficiency. This innovative digital solution converts traditional printed job tickets into a reusable and dynamic format allowing you update job information on the fly while retaining all the advantages of visual job information.
Discover all about coatings: Satisloh and SCL International, both technology leaders in their fields, cover the full range of coating & cleaning machines and processes. DAC Vision will present their latest digital surfacing and finishing consumables. Visit us at Silmo 2024 – 20th to 23rd September. www.satisloh.com
The world is currently dominated by developments in the field of artificial intelligence (AI). From automating simple tasks to making decisions in complex systems, AI is everywhere. However, despite or perhaps because of its ubiquitous presence, AI is also a field surrounded by myths and misunderstandings. These range from exaggerated fears that AI could soon completely replace the human workforce to the idea that AI systems are completely objective and error-free. These myths not only influence the public perception of AI, but can also distort decisions in politics and business. It is therefore important to debunk these myths and paint a realistic picture of the capabilities and limitations of AI.
By Maximilian Nols and Marc Schäfer from Reeply AI
A common misconception is that artificial intelligence aims to replace human workers entirely. This image that is often painted in public, of robots and intelligent systems replacing us in all areas of life, does not correspond to reality.
In fact, AI systems are extremely useful when it comes to automating repetitive and time-consuming tasks. They are particularly effective in specific areas, which means that they can make the overall scope much easier. By automating routine tasks, for example in manufacturing or simple accounting activities, AIs increase efficiency and allow humans to focus on more demanding and creative challenges.
A complete replacement of human workers by AI is not yet feasible in most professional fields. However, it is undeniable that AI can significantly increase the productivity of individual employees, which could mean that in the future, fewer staff may be needed within certain areas of the company than before.
The misconception that decisions made by AI systems are always objective is based on the idea that machines act free of personal opinions. In reality, however, AI systems depend on data generated and selected by humans. This data may unconsciously contain biases that are then reflected in the AI's decisions. It is therefore quite possible for AI systems to deliver biased results, especially if the underlying data itself is biased. A prominent example of this is the use of facial recognition technology, which is differently effective for people of different skin colors. This is often because the data used to train the systems is not diverse enough. Such examples illustrate that AI is not intrinsically objective and the quality of its decisions depends largely on the quality of the data used to train it.
In order to address this problem, careful selection and preparation of the training data is crucial. Furthermore, attention must be paid to fairness when developing algorithms. Continuous monitoring and adaptation of the systems are also necessary to ensure that the AI performs its tasks fairly and without discriminatory bias. These steps are essential to fully exploit the potential of AI while ensuring ethical standards and fairness in its applications.
Spectacular portrayals in the media and films reinforce an image that in no way corresponds to the reality of today's AI technologies: artificial intelligence can learn and apply complex human skills such as emotional intelligence or a deep understanding of social interactions.
In reality, AI systems are excellent at performing specific and clearly defined tasks, especially when it comes to analyzing large amounts of data and recognizing patterns. However, their ability to learn is highly dependent on how they are programmed and what data is available to them. AI systems do not have human experience or the intuitive understanding needed to deeply comprehend human emotions and complex social contexts.
An illustrative example of this is the use of chatbots in customer service. Although these programs can handle simple requests efficiently, they often reach their limits when dealing with more complex emotional or contextual issues. This underlines the fact that AI can take on supporting functions, but cannot completely replace human understanding and empathy.
This myth persists in many companies, which are perhaps just not yet in a position to recognize direct applications for AI and AI chatbots at first glance. In reality, however, AI applications are extremely versatile and can offer benefits in almost any business context.
AI chatbots are ideal for processing routine inquiries quickly and efficiently, which significantly improves customer service, for example. They filter customer inquiries, provide basic information and direct users to the relevant departments. This relieves the burden on employees, who can then devote themselves to more complex tasks. In addition, chatbots are always available, which means that they provide customer support around the clock without incurring additional costs for night or weekend shifts.
In addition, chatbots can also be used internally to provide employees with quick access to information. They serve as part of internal support to answer frequently asked questions about company policies, IT and much more. This immediate availability of information promotes efficiency and satisfaction in the workplace.
This myth reflects a common concern about the reliability of generative AI models, particularly in the public sector, where misleading or incorrect statements can have serious consequences. Such concerns are not unfounded, as misinformation or discriminatory results lead to a significant loss of trust.
Nevertheless, there are now effective methods to minimize the risks when dealing with generative AI. One such method is Retrieval Augmented Generation (RAG), which includes advanced tools that allow language models to access up-to-date knowledge and internal data. Rather than relying solely on pre-trained knowledge, this technology enables AI systems to generate context-specific answers. These approaches not only increase the accuracy but also the trustworthiness of the answers generated, which ultimately improves the quality and reliability of the models. ◆
Successful brands are aware that maintaining their image requires maintaining their quality standards for every product batch. For complex and delicate products such as lenses, this requires very precise inspection, since even smallest deviations from the optimal set up may cause irregularities at the lens surface. And even when the optics might remain correct, cosmetic defects highly affect the lens quality and thus matter for the overall brand quality. To date, trained human experts have the sole responsibility to check each lens for surface irregularities. This purely manual process is strictly regulated by each lab’s in-house quality standards. It is both labor intensive and dependent on the inspectors’ perception. With the development of a smart system – that can automate the process with the help of artificial intelligence (AI) – this has changed. The system takes over a vital role in supporting the quality control: it inspects lenses and mimics the companies’ individual decisionmaking patterns to reflect a labs’ unique quality standard. By Dr. Marcel Mahner and Kim Kathrin Leidig
Every lab strives for high-quality lenses and high throughput to build and maintain a strong brand with economic success. However, no production process is flawless, and even minor deviations from the optimal conditions may have a negative impact on the optical character of a lens – or may cause cosmetic irregularities. Therefore, every lab has quality control as part of their lab routine.
Until now, this cosmetic inspection has been a purely manual process: Cosmetic inspection is usually done using dark field inspection devices, arc lamps among other tools. Operating under these conditions is extremely exhausting for the human eye and demands consistently high focus. Still, each quality check is expected to be done in a matter of seconds for the lab to remain productive.
Aligning and standardizing cosmetic inspection is very challenging:
An inspector’s verdict may deviate from another’s as no single eye is like the other, and despite looking at the same lens, the verdicts may not always be the same. Maintaining a high-quality standard on this basis is very demanding.
In addition, a time-consuming manual report is needed to collect every job’s result in the system and determine good quality lenses versus ones that are sorted out. These reports simply contain the inspection result such as go, no go or rework as well as the defect type.
A more detailed documentation containing images of the lenses for example is not deployed. With this limited and manual data collection, a statistical breakage analysis – which would allow to draw a c onclusion on the optimization of the lens production – is not yet possible.
As a result, it has been a desire to automate this important quality check with the intention to facilitate decision making at a new level, based on data, to ultimately standardize the process. While to date automating cosmetic inspection was considered impossible, this has changed with the development of a fully automated system that can analyze lenses and evaluate their surface quality with the help of AI.
The smart system sees what only trained experts have been able to see so far: It screens the surface for any irregularities, characterizes and evaluates them consistently and without human bias. And even more, it really supports lab work by taking the final decision on how to proceed with the respective lenses.
“Our system works with a supervised neural network,” explains Gunter Schneider, President at Schneider. “This is inspired by the human brain and can be categorized as deep learning.” The system is trained by Schneider’s own AI and lens quality experts. The required data base for training is built from thousands of reference lenses.
Whenever an intelligent system is employed at a vital position – and in this case ensures a lab’s quality standards – it is reasonable to desire an understanding of how this machine can learn to consider multiple criteria and finally take over a major decision.
Schneider’s cosmetic inspection system comprises three main steps: the image processing, the defect detection and the decision making. At the beginning of a new inspection, raw images are being taken automatically inside the system, before the data analysis can start: Within seconds, the smart neuronal network calculates and evaluates the image data based on its knowledge, which is compiled in the existing data base. This first facts-based analysis considers universal standards, unaffected by individual assessments. It builds the consistent basis for any lab. “During this lab independent process, the system will recognize any occurring irregularities and define what kind of defect it is, in which area of the lens (zone) it is located and how distinct it is,” explains Stephan Huttenhuis, Vice President Technology.
Within seconds, the smart neuronal network calculates and evaluates the image data.
Technically, the new cosmetic inspection solution detects scratches, pits, center dots, haze, chatter, cutting marks, spiral, fringes among many other defect types. Even dust particles, which can simply be cleaned, can be distinguished from severe defects. It can easily measure polarized lenses as well as bifocal lenses.
What sounds logical and easy to understand gets more complex, if we consider that almost no defect looks exactly the same. But if every scratch is just a little different, how can one be sure that the intelligent system doesn’t miss any unknown irregularity?
An in-depth understanding of the high-end image analysis might help to erase this worry: “The AI-based pattern recognition is a method that analyses each pixel of an image. It literally decomposes the image into fragments and assesses for every pixel, in relation to the other pixels, if it shows a defect or not,” says Huttenhuis. Therefore, the system does not need to recognize a complete defect, but it detects it piece by piece.
This is extremely worthwhile confirms Schneider: “Deep learning methods, such as neural networks, are replacing classical algorithmbased methods as a superior form of image analysis, since it allows more accuracy compared to the rather simple structure of algorithms.”
The smart process: How a system mimics the individual company quality standards
However, this basic analysis will not yet provide an immediate answer how to proceed with a respective job. It lacks the lab’s
individual perspective on the matter. “Just like a human mind, the system needs contextual knowledge: Get to know the specific lab that is implemented in, their overall expectations and even the brand’s image and use of the lenses,” says Schneider. This is because every brand has their own quality requirements and production standards. So, whether a defect is acceptable or not depends on many aspects, for example the defined criteria for the final product and how the production process will continue.
Is the defect in an area of the lens that is going to be edged off anyway? Will a minor scratch still be visible at all after hard coating?
The cosmetic inspection system goes beyond the pure recognition of the defects. Labs can implement truly individual standards to perfectly cater to their own quality requirements. “This simply requires further human input on lab-dependent criteria.
During the implementation of the system, labs can teach the system by feeding it with their individual decisions. With this input the system learns – supervised by a Schneider expert – to really mimic their decision-making, all while eliminating variability” explains Huttenhuis.
With this added information the cosmetic inspection system can better understand and further refine its perception of whether the job is a go, no go, or requires ‘rework’. The system considers what kind of defect, in which combination, in what intensity and in which zones passes or not. “It really proves to be trustworthy to ensure a labs’ unique quality standard,” Schneider says.
Economic benefit of AI-based automated cosmetic inspection
Finally, this system allows automated quality check 24/7 with standardized evaluation even across different brands or production labs.
This is not only beneficial to assure and comply with quality standards of outgoing goods, but there is even more to it: The cosmetic inspection system can be installed in-between different production steps, after the surfacing steps are completed or for a final quality check after coating.
This implementation in the production cycle will significantly reduce costs: Low quality lenses can be identified as breakage and sorted out at an earlier stage and subsequent finishing processes are avoided.
Being integrated in Schneider’s Modulo system, the smart solution will even serve as an overall assessment to help to detect and solve production problems and fix errors that have caused the occurring irregularities early on, such as worn tools etc., when connected with and reporting to the smart Management Execution System.
Outlook: Future perspectives on the future lab
This best-case scenario proves once again how AI is being introduced to the ophthalmic sector and comes along with a huge success factor.
“It really marks another huge step forward towards a smart lab,” says Schneider. And they are already working on the following step to extend the functionality of the inspection system.
“Next, it will be possible to automatically measure the diopter of a lens and thus it's optical effect.” What they could achieve in cosmetic inspection so far is just one example of what Schneider strongly believes in from a holistic point of view: “AI can further revolutionize the ophthalmic sector – and we will follow our vision for a smart and fully automated future lab.” ◆
Dr. Marcel Mahner
Dr. Marcel Mahner holds a PhD in mechanical engineering from Technical University of Darmstadt, Germany. He started his industrial career at Schneider as Deputy manager mechanical design in 2018. Since 2022, he is managing the department of machine analytics and simulation at Schneider. In this role he is responsible for the development of measurement and simulation techniques.
Kathrin Leidig
Kim Leidig holds a master’s degree in literature & media studies. With a decade of experiences in professional multimedia storytelling and content marketing strategies, she joined Schneider as marketing specialist to make the brand more visible. With her journalistic sense and passion, she tells their innovation stories from a new angle.
It is exactly ten years since one of the first pairs of smart glasses – Google Glass – came onto the market over the counter for everyone. But the model flopped. Since then, a number of companies have turned their attention to data glasses projects. It soon became clear that the industry – and not end customers – might be the best market for this kind of wearables. However, companies have recently started to put out feelers towards end consumers again. Of particular interest is that for the first time traditional eyewear brands have also become involved. But the developers' focus is very different: varying from pure audio glasses for listening to music and communicating, to camera glasses that also enable live streaming up to augmented reality (AR) glasses that allow users to immerse themselves in new worlds.
By Hanna Diewald
Smart glasses – what are they anyway? In general, smart glasses augment reality with digital content. Beyond that, however, there is no generally applicable precise definition to cover all kinds of smart glasses. This is probably down to the fact that the features incorporated are as varied as the companies that develop them.
Thus, for example, there are smart glasses – also known as data glasses – which just have an added audio function: for simplicity’s sake referred to here as audio smart glasses. Other smart glasses are also equipped with an integrated camera: the focus here being on connectivity to social media platforms, for example in the form of live streaming. AR glasses, on the other hand, display an image or other information in front of the user's eye. This is achieved, for example, using waveguides that are built into the lens. And of course there are models that combine the various features – or just integrated some of them. Virtual reality glasses are clearly distinct from these. They create immersive, computer-generated environments that are primarily used
for entertainment, training or therapeutic purposes. However, they are completely unsuitable for everyday use and are thus not covered in this article just like smart glasses for sports.
Since the last time MAFO presented an overview of smart glasses, in the year 2021, there has been one major improvement: manufacturers have finally understood that the incorporation of prescription lenses is crucial to the success of smart glasses for daily use; which is hardly surprising when you look at the number of people who wear glasses worldwide.
However, combining outstanding optics with the latest and lightest technology in an aesthetically pleasing pair of glasses is an incredible challenge. The most effective way for some manufacturers to meet this challenge has been to combine the expertise of traditional frame manufacturers with that of the technology companies.
The following overview, which is by no means exhaustive, shows a selection of promising smart glasses that are currently on the market.
Even social media livestreams are possible: Ray-Ban Meta smart glasses
The new Ray-Ban Meta smart glasses are equipped with a camera, microphones and speakers. The Meta View app can be used to manage recorded files and settings and as usual for EssilorLuxottica frames, the smart glasses can be glazed with prescription by an optician.
The features mentioned allow photos and videos to be taken just by double-tapping the capture button, with the option to share the content directly via livestreaming on Instagram, Facebook or others. The glasses allow video calls to be made as well as music to be listened and they enable control via voice command, e.g. for making calls or sending messages.
Thanks to the multimodal capabilities with Meta AI users can look through their glasses and ask Meta AI to take a photo and give information based on what they are looking at. For example, multi-modal AI can be used to identify objects, translate text or suggest creative captions based on what the users sees.
For better data protection, there is a recording LED on the front of the glasses. This lights up for other people to see when the glasses are recording a video or even sharing a live stream. The glasses are already available in many countries, including the USA, many European countries, Australia and more.
Music, podcasts or smart home control: Carrera Smart Glasses with Alexa now make this possible The second major Italian spectacles manufacturer Safilo has now also entered into a partnership with a major tech giant. Amazon's Alexa technology is integrated into the new Carrera smart glasses. The glasses can be easily fitted with prescription lenses. However, they are currently only available on the market in the USA.
Compared to the Luxcottica model, the Carrera smart glasses do not have an integrated camera. The smart glasses are equipped with open-ear audio technology to deliver sound directly to the ears without covering them, while minimizing ambient noise.
The audio glasses allow users to listen to music, podcasts and more whenever they want. Calls can be made easily via the glasses thanks to the loudspeaker and microphone. The glasses can also be used to control the smart home, for example to check whether doors have actually been locked or lights switched off.
ODT 80 CNC-A: Fully Automatic De-Taping
¬ Powerful: Automatic de-taping of up to 300 lenses/h using high pressure cold city water or DI water technology.
¬ Efficient: Smart Vision System generates savings in energy and processing time.
¬ Flexible: Macro-controlled adjustment of processing parameters.
¬ Sustainable: Low air consumption and a closed water cycle.
¬ Open: Can easily be integrated into any existing ophthalmic production.
Contact your local sales representative for more information, or visit us at SILMO booth 6J146 or Vision Expo West booth F5045.
Augmented reality glasses for enterprises and others:
The manufacturer Vuzix offers several models of smart glasses. The glasses are officially advertised as enterprise glasses with corresponding features. Depending on the model, these include dust-repellent and water-repellent features, certification, temperature-resistant batteries and more. Almost all models are AR glasses, which means that information can be displayed thanks to built-in waveguides. Some models have integrated cameras, microphones and loudspeakers and can therefore be used in a wide range of industrial applications – from production and logistics to healthcare and more. Some can even be ordered with “prescription inserts” that customers can fit themselves.
Meanwhile there are now also Vuzix models that could even pass for normal consumer spectacles from an aesthetic point of view. For example, the manufacturer also advertises the ‘Vuzix Z100 Developers Edition’ glasses as suitable for all-day wear. It is a developer’s edition intended for expediting the development of purpose-driven applications. The glasses are very light and less bulky than other models. However, they do not come with a camera, loudspeaker or microphones. They become smart glasses thanks to the waveguide and the corresponding display function and the connectivity to AI optimization tools.
Camera –
M icrophone –
L oudspeaker –
Augmented
With the smart, open-source glasses from Brilliant Labs, simply called “Frame”, the focus is on AI compatibility. The glasses, reminiscent of John Lennon's round-lens steel frames, are very light weighing. The glasses have an integrated monocular display that looks like a transparent strip on the lens. This Micro-OLED screen projects text in front of the right eye.
Thanks to the integrated camera and microphones, the glasses assess their surroundings, so that users can learn more about the places, products, etc. nearby or even dietary advice on request based on the camera data and AI. This is all achieved with the aid of the Noa app. “Frame” is designed as a personal AI assistant. Users can instantly access AI models such as Perplexity, ChatGPT, Whisper, etc. The glasses respond with minimal delay to voice commands and photos, displaying texts, images and graphics useful in everyday life. However, they are not intended for “watching movies through your glasses”, for example.
Frame is designed to be worn as a pair of glasses with a suite of AI capabilities out of the box. Source: Brilliant Labs
According to the company website opticians can fit a prescription lens. However, the glazing is special as one side of the lens needs to be flat to allow it to be laminated to the flat surface of Frame's optic.
For gaming, streaming and more:
AR glasses Xreal Air2 Pro
The augmented-reality glasses Xreal Air 2 turns compact displays on smartphones or games consoles into a huge virtual screen. They mirror the display of a connected device and can therefore be used even for watching entire movies through the glasses. The smart glasses only unfold their full potential with the Xreal Beam accessory, which offers a higher refresh rate, air casting and additional picture modes and is required for connection to games consoles and many handhelds. A new interesting feature compared to previous models is the one-touch immersion control, which can be used to change between 0%, 35% and 100% electrochromic dimming. They can thus be used both as transparent or sunglasses. The glasses can be ordered with prescription lenses that can then be snapped easily into place.
Camera –
Microphone √
L oudspeaker √
Augmented Reality √
Virtual Reality –
Weight 75 grams
Solid glasses with Zeiss lenses: Fauna Audio Glasses
Fauna Audio Glasses are equipped with a two-way sound system and touch sensors on the temples, as well as being protected against water and dust (IP52). With the aid of the audio glasses, users can listen to music, make calls or use the voice assistant. They can be fitted with prescription lenses from Zeiss. There is one model for normal prescription glasses and one for sunglasses.
Microphone
L oudspeaker
Augmented Reality
Virtual Reality
Weight 50 grams
In addition to the smart glasses presented here, there are many more models. These include the futuristic Spectacles from Snap, which allow users to immerse themselves in the AR world. The Razer Anzu audio glasses or the AR-glasses tooz ESSNZ Berlin, which combine augmentation and vision correction in a stylish design – to mention just a few.
Smart glasses are also becoming increasingly attractive in the sports sector. Be it as a navigation device on the bike or to record health data during sport.
Has the breakthrough occurred?
However, the decision by Bose to stop selling their audio sunglasses at the end of 2023 demonstrates that smart glasses in general are still no guarantee of success. In comparison, “the new generation of smart glasses from Meta Platforms and EssilorLuxottica has sold better in just a few months than its predecessor did in two years,” said Francesco Milleri, managing director of EssilorLuxottica in July.
In any case, it remains exciting to see which models users ultimately like best and which functions they value most: whether it is AR, pure audio glasses or the complete package with camera. But they all have one thing in common: they only work when connected to a smartphone or another device. So we are still a long way from glasses replacing cell phones. ◆
» Fully integrated options for eyepiece handling and quality inspection
» Broad material range
» Outstanding in-field upgradability: from R&D to volume production
» Small machine footprint
In an increasingly interconnected global economy, American companies must recognize the critical importance of protecting their data and knowledge. The supply chain is a vital component of our economic infrastructure, and its security directly impacts our national security, economic stability, and competitive edge. Everyone must take responsibility and do their part. In part 1 of this serial about cyber security you will find a high-level overview of why it is important to protect yourself and, in turn, protect the entire chain. Part 1 | By Nabil Gharbieh This topic was first addressed in a lecture, presented by The Vision Council
The Vision Council came to me to create this cybersecurity series as a result of increasing requests from their members and a very direct call out by the United States Trade Representative (USTR) in their “Four Year Review of China Tech Transfer Section 301,” released in May of this year. Specifically, in the report, the USTR stated: “U.S. companies should prioritize cyber defenses, invest in the necessary infrastructure and services, and take appropriate actions to remediate vulnerabilities and prioritize strengthening cyber defenses. Greater transparency by U.S.
companies on the extent, type, and investment in cyber defense would permit market investors to support U.S. companies taking appropriate steps to protect their technology, IP, trade secrets, and confidential business information from China’s cyber espionage.”
Essentially, the government is advising industry to work together and prioritize cyber security. The Vision Council’s Government Regulatory Affairs team flagged this immediately, and saw an opportunity to educate the vision industry on steps that they can take to protect their businesses and work together to fortify the industry.
Pardon the cliché, but we are stronger together. Just as a chain is only as strong as its weakest link, the security of our supply chains depends on each company's ability to protect their data. Working together ensures that vulnerabilities are addressed collectively, reducing the risk of breaches. By collaborating, companies can share insights on emerging threats, effective security practices, and successful mitigation strategies.
A coordinated approach to security incidents allows for faster and more effective responses, minimizing the impact of breaches. The protection of all is therefore based on three pillars:
1. C ollective defense
2. Shared knowledge and best practices
3. Unified response to threats
During the holiday season of 2013. Shoppers were filling Target stores while a significant data breach was unfolding behind the scenes. One that would impact millions and changed how we think about cybersecurity.
A small subcontractor named Fazio Mechanical Services handled refrigeration, heating, and air conditioning for Target. Unfortunately, their security defenses were not as strong as they needed to be. Hackers saw an opportunity and sent a phishing email to Fazio, tricking an employee into downloading malware.
This malware opened the door for the hackers to access Fazio’s network. But they did not stop there. They used the credentials they found to break into Target’s main network. Once inside, they placed more malware on Target’s point-of-sale systems − the very machines that read our credit and debit cards when we make purchases. For weeks, every card swiped at Target was silently recorded by the hackers.
The attackers were a group of skilled cybercriminals operating out of Eastern Europe, primarily from Russia and Ukraine. They were known for their expertise in exploiting weaknesses in large organizations and had carried out similar attacks before.
The breach was detected by FireEye, a security firm monitoring Target's network. They saw the malware and sent alerts, but these warnings were not acted on quickly enough. It was not until the U.S. Department of Justice alerted Target that the company took significant steps to stop the breach.
The fallout was severe. Over 40 million credit and debit card numbers were stolen, along with personal information from 70 million customers. Target faced lawsuits, huge financial losses, and a tarnished reputation. They had to spend millions on legal fees and security upgrades. This breach highlighted the importance of strong cybersecurity measures and the risks posed by thirdparty vendors.
So, what can we learn from this?
Third-party risk management: It is crucial to ensure that any company you work with has strong security practices. Regular audits and strict security requirements for vendors can help prevent similar breaches.
Phishing awareness: The breach started with a simple phishing email. Educating employees about the dangers of phishing and how to spot suspicious emails is essential.
Prompt response to alerts: When security alerts are ignored or delayed, it gives hackers more time to cause damage. Having a robust incident response plan and acting on alerts promptly can limit the impact of breaches.
Network segmentation: By segmenting networks, companies can prevent attackers from moving freely within the system. This means even if one part is compromised, the rest remains secure.
Continuous monitoring and detection: Regularly updating security tools and ensuring they work effectively can help detect threats early. Continuous monitoring is key to staying ahead of cyber threats.
There are many risks to vendors and the supply chain when it comes to the security of our operations, data, devices, and business partners. Hardware, software, networks, data or service providers are all potential entry gates for hackers. Talking about hardware, servers, A/Cs, appliances or machines for example can become a target. Regarding software, those responsible should be able to answer the following questions: Who own’s it? Who own’s the data? Who is protecting it? Who has access? The network can be hosted in-house, by third-parties or the data is stored on the cloud. In the last case be aware that everything is everywhere all at once. These risks can generally be categorized at a high level as follows:
Compromised devices: For example, copiers can be hacked. Cloud solutions: Services like Office 365, Dropbox, and other solutions you might not even realize are within your reach can pose risks. Incident investigation: I often encounter security scares with clients, and my first job is to determine whether the issue is on our end or the vendor’s. This is why someone in the organization must vet all companies you do business with, as those not in IT might not ask all the necessary questions regarding IT security.
Vendor engagement: It is challenging when, every other day, I hear, “Oh, I am talking to this salesperson about software we may buy.” You do not know how much we just love to hear those words on the security side of things.
With a few important but effective steps, the vast majority of attacks can be avoided. The following rules provide clarity and offer a simple guideline that every company can follow.
1. C onduct regular security audits
Regularly assess the security posture of your systems and those of your supply chain partners. Periodically hire independent auditors.
2. Implement Multi-Factor Authentication (MFA)
Enhance security by requiring multiple forms of verification before granting access to your systems. Let a risk registry highlight your weak points
3. Use end-to-end encryption
Protect data in transit and at rest with robust encryption methods.
4. Monitor network traffic
Employ advanced monitoring tools to detect unusual activity and potential breaches in real-time. Advanced threat detection.
5. Patch management
Ensure all software and systems are up-to-date with the latest security patches to close known vulnerabilities.
6. Relationships
Manage them! Be picky!
Create or use existing third-party risk management cycle relationships with your employees!
At least once a year every company should conduct a security refresher for the entire team. Part 2 of The Vision Council serial of cyber security presentations can be implemented as a required training for your team, eliminating the need to organize or hire a separate company to conduct one. And do not forget: your security is as strong as your weakest link and your weakest link tends to be coworkers. Ask yourself: how confident are you with your coworker’s security knowledge? Especially four aspects are crucial to make your team fit for cyber security:
Phishing Awareness: Train employees to recognize and report phishing attempts, which are common vectors for cyber-attacks.
Incident response training: Develop and drill incident response plans to ensure quick and effective action in the event of an incident.
Data handling & privacy: Educate staff on best practices for handling sensitive data and complying with data protection regulations
Third-party risks: Train employees to assess and manage risks associated with third-party vendors and partners.
If you do not have internal guidance, the government provides welldrawn-out guidelines on cybersecurity for businesses. These guidelines are widely adopted by government agencies and larger companies. Here are some of the main ones if your IT team does not cover security: U.S. Cybersecurity and Infrastructure Security Agency (CISA), Information Sharing and Analysis Centers (ISACs), Professional Cybersecurity Organizations like ISACA and ISC2 and the National Institute of Standards and Technology (NIST). As of last month, NIST has released the 'Risk Management Framework (RMF) Small Enterprise Quick Start Guide,' which I highly recommend for small businesses seeking a comprehensive, flexible, risk-based approach to managing information security and privacy risk.
When choosing software or a third-party vendor, make sure to include the IT team so they can help assess IT risks. Here is a third-party risk management life cycle (Fig. 1) that you can screenshot. While it is not an official version, as those are more detailed, this is a good starting point. Issues can arise when you do not manage this effectively. For example, employees might use services like Dropbox or bring in vendors to discuss software without IT assessing how it will integrate with existing systems. I have had instances where an employee created a Google Drive or Dropbox account, then left the company, and nobody could access the account because nobody had the password. This also becomes a problem as you continue to move towards AI. AI quality depends on the data it receives, so the experience you get is influenced by the data you input. The more tools you have scattered across different platforms, the more you will need to integrate them
with add-ons, increasing security vulnerabilities. Therefore, it is crucial to get a handle on it.
This article should provide a good basis for raising awareness on good cyber security strategies and the importance of protecting your supply chain. In the second part of the series, I will focus on employees. The article will teach employees how to be more vigilant when working with computers and “all of the things”.
In part 3 of this article series, we will discuss essential policies and procedures, such as business continuity plans and backup plans, that you need to establish and review annually. ◆
The IT-expert Nabil Gharbieh currently leads The Vision Council´s webinar series about cyber security strategies. As an Information Technology Advisor at Dataprise, Nabil provides quality management services to clients across various industries and sectors. With over 17 years of experience in IT, he has developed expertise in program management, technical account management, customer success, sales, and technology advisory. Nabil is certified in Microsoft Technologies, AI, Health Care IT Security, ITIL, Google Cloud, and
New opportunities through a browser-based Lab Management Software (LMS) module
Have you ever imagined being able to control several aspects of your lab management remotely? This is possible thanks to a new browser-based solution, designed to enable remote access to optical lab managers and technicians ‒- about the future of Lab Management Systems (LMS). By Russell Gagain
The future of LMS in optical labs could look like this: a user-friendly design and customizable, real-time dashboards provide a centralized overview of critical information, enabling data-driven decision-making and the possibility of continuous further development following rigorous security requirements and customer needs.
A new browser-based Lab LMS solution, like InnovaWeb from Innovations (Ocuco´s LMS), allows labs to manage various aspects of production, such as order status updates, order inquiries, customer maintenance and much more. Initially introduced to a selected group of labs, this solution is set to redefine industry standards.
For labs, there are several advantages of a browser-based LMS solution that simplify day-to-day work in the lab.
Unrestricted access: A browser-based architecture empowers users to access the system from any location with a VPN connection. This flexibility eliminates the limitations of traditional LMS software and enables multiple users to work concurrently. Additionally, it eliminates the need for complex setups.
Streamlined operations: Intuitive interfaces enhance efficiency and productivity in optical labs, allowing to seamlessly navigate through tasks. It also reduces the need for tracking stations and pole displays. Robust security: Incorporated robust security measures safeguard sensitive information.
Data-driven insights: Advanced analytics capabilities enable the visualization of complex information through customizable dashboards, interactive reports, and real-time data streams. This feature allows lab managers to make informed decisions based on actual data.
Process optimization: The efficient tool empowers the team to work smarter, not harder. Streamline core laboratory processes, including order inquiry, status updates, and report generation.
Alerts: Intelligent alert systems inform early on of potential issues. Those responsible receive timely notifications based on predefined criteria, allowing employees to take prompt action and prevent disruptions. Users can easily subscribe to alerts and notifications.
InnovaWeb's user-friendly interface for example is accessible through any web browser, eliminating the need for complex installations. Users should find the interface intuitive and secure right from the initial screen. A VPN connection and credentials are required to access the system.
An intelligent system allows to efficiently handle most of the order process, from inquiry to completion. User can easily search for orders by various criteria, view detailed information, and track progress.
Key features include the ability to check job status by patient name or account, view all orders by account to provide customers with shipping updates, and supply tracking numbers.
Customers can be emailed directly with order-related questions, added notes to orders, or obtaining customer contact information for direct communication. Additionally, the order status can be updated to 'on hold' for modifications or cancellations, assign or reassign orders, and access comprehensive order details.
Real-Time status updates: Dynamic updates keep users abreast of job status changes. They mirror the functionality of traditional job tracking systems, ensuring accurate and up-to-date information. Interactive reports empower users to explore and customize lab’s data, enabling
deeper insights for effective decision-making. Many templated reports have been upgraded to interactive formats and are available within InnovaWeb.
Users can generate alerts, integrate with third-party systems, and schedule raw data outputs easily. The reports offer quick sorting, filtering, and real-time layout adjustments, providing immediate and flexible access to crucial business information.
Widgetized dashboards for enhanced insights: The solution introduces advanced graph widgets that offer clear visualizations of critical metrics. These include a line graph for tracking production throughput, a bar graph for displaying job staging, and a doughnut chart for visualizing work order ageing.
Each widget features clickable links that provide detailed data views, directly connecting to the order inquiry screen. Accessible from the workflow monitor button or the side preview pane on the home page, these widgets make data-driven insights readily available and actionable.
The future of LMS is more than a simple module: it is a transformative solution that propels laboratories into the future. By harnessing the power of advanced technology and user-centric design, it delivers efficiency, productivity, and insights. ◆
Russell Gagain has been with Ocuco for thirteen years, currently serving as the Product Owner of Innovations. With over 30 years in the optical industry, Russell began his career in the lab and quickly advanced to managing labs and stores. He has extensive experience in integrating and improving manufacturing processes, developing software and equipment for optical manufacturing, and working with machine vendors on OMA communication interfaces. Russell has also contributed to optical software development, including RxCalc and Innovations Lab Management Software (LMS), and has travelled globally for training and software implementation. Additionally, he has supported charitable organizations like the Gift of Sight, providing vision care in places such as The Gambia. Russell holds numerous optical certifications, a Bachelor’s Degree in Computer Engineering, and a Master’s in Business Administration.
With increasing age, the visual function of the eye gradually worsen. Among other things, the lens of the eye slowly becomes cloudy. Its elasticity is lost and the ability to accommodate diminishes. The eye becomes presbyopic and needs to be corrected with glasses. It was only with the invention of light-refracting convex lenses in the 12th century, worn as spectacles in front of the eye, that the visual impairment could be compensated for. The early lenses had powers of between 2 and 4 diopters, which was just enough to compensate for the loss of accommodation at close range.
By Dr. Hans-Walter Roth
lose-up glasses opened up a new world for people in old age. Reading and manual work became possible again after adjusting the lenses. The short-sighted person was fortunate in this respect, as they were still able to see at close range naturally, even in old age, but needed optical compensation for distance vision at an early stage.
The first spectacle lenses were difficult to produce. The glass had to be clear, translucent and without inclusions; greenish discolorations, as in so-called forest glass, caused by admixtures of charcoal ash, were disturbing.
Above all, precise and spherical cutting in all axes was time-consuming and expensive. For this reason, spectacle lenses were often produced using the cheap casting or pressing process. This made reading glasses massproduced and affordable for almost everyone. Glasses conquered the workplace and became a visual aid for hobbies and leisure.
From the middle of the 17th century, reading glasses became commonplace. Opticians' stands could be found at almost every fair. Traveling merchants brought them to even the most remote areas. Now, finally, the depiction of spectacles also found its way into art.
Until the invention of photography, however, there were relatively few paintings or prints depicting spectacles and their owner. At the end of the Middle Ages, it was mainly the clergy, and later merchants, who were depicted wearing glasses. More than three centuries had to pass before ordinary workers or peasants in old age were able to reach for their glasses and were depicted wearing them.
It is rare to see multiple depictions of a visual aid as in this picture. It shows a group of three gentlemen playing cards in a pub; the ace of diamonds card lying on the table reveals that it is probably skat.
Two of the players are wearing the usual reading glasses of the time. The light reflections on the lenses prove that they must be classic close-up
glasses with plus lenses, as the priest, who is hard of hearing and can be recognized by his cassock, wears his glasses low on his nose and looks over them at his counterpart.
The green uniform and matching hat reveal the third guest to be a forester, who is looking at the map on the table without the aid of glasses. He, of all people, does not need glasses, but this can only be explained by the fact that he used to be short-sighted, which would certainly have hindered him in his job as a hunter. It seems that the painter is mistaken here.
The painting is by J. Micotta, a Munich genre painter who lived towards the end of the 19th century. He became famous for his tavern scenes. Some of his paintings feature spectacles from his time. Little is known about the painter, and works by him rarely appear on the market. This painting, called “The Card Players”, was purchased at an auction house in Kempten (Germany). ◆
Dr. Hans-Walter Roth
Ophthalmologist and Director of the Contact Lens Research Institute in Ulm, Germany, is the author of numerous publications and books on the physiology of the contact lens and the history of eyesight. He is a city councilor of the city of Ulm, specializing in education, social affairs, art and culture. He is also the founder of the Ulm Hospital for the Poor.
The market for training courses is full. However, despite the wide range on offer, there is often a lack of successful implementation by employees. One reason for this is that a change in behavior requires time for reflection, which is often lacking. Artificial intelligence for sales training has the potential to improve this and many further challenges. By Oliver Schumacher
There is already enormous competition in the training market today. From individual entrepreneurs to academies, from coaches to speakers, various providers are competing for existing orders. Conversely, offers that differ greatly in terms of quality, content and price are faced with a variety of individual demands.
Some companies only organize a one-day seminar every now and then (motto: “We need a refresher!”). Others, usually larger companies, take a much more systematic and well thought-out approach with regular training opportunities.
But the majority of companies invest almost no money at all in employee development because no time or resources are set aside for this. Or it “wouldn't do any good anyway”, true to the conviction: “The employees have been with us for so long that we cannot (or do not want to) change them”. Or the experience: “We had a trainer many years ago who did not achieve anything. We do not need to go through that again.”
Logically, a sales employee, for example, knows that it is usually right not to immediately comply with a customer's request for a discount. After all, if a customer concedes too easily on price, they may not be successful in the negotiation (“Why can I get 10% so easily? Could I get more?”).
Even if such situations are often played out with the participants during training, there is a high risk of falling back into old patterns of behavior that could be improved after the training. Because knowing is one thing, doing is another. In practice ...
▶ ... there is a different level of stress, because it is now really about a job and therefore hard cash.
▶ ... you have a lot on your mind and then quickly forget your good intentions from training.
▶ ... sometimes you simply lack the courage to actually say or do what you have learned and practiced in practice.
Establishing and maintaining a successful change in behavior requires not only the will of employees and participants, but also regular reminders and support from supervisors and trainers.
And what is often overlooked: Behavioral change requires time for reflection. However, anyone who is confronted with an overflowing email inbox after a two-day training course, for example, usually no longer has the thought: “So, slow down. What is the best way to apply what I have learned so that the training really pays off?”, but rather “How can I empty my inbox as quickly as possible so that no customers complain and I get orders?”
Due to stress and pressure, it is very likely that you will quickly and automatically work in the same way as before the seminar ‒ admittedly, often with the hopeful thought: “When I have more time, I will do it the way I have just (re)learned it.”
Knowledge must be there when it is needed
Behavioral change requires a regular exchange so that not only the implementation is remembered, but also any new problems that may arise during implementation are discussed. In practice, however, it is rarely possible for an employee to approach their manager or an external trainer several times a week to discuss their thoughts and any new issues that arise.
Furthermore, the shame factor should not be underestimated: When in doubt, many employees will ask themselves at some point whether they should ask “again”, even if they still have not understood or cannot successfully apply certain strategies and ideas.
After all, in case of doubt, what will superiors and trainers think of
Due to stress and pressure, it is very likely that you will quickly and automatically work in the same way as before the seminar.
them? And then, at the latest, there is a high probability that the previously set learning objectives will not (or no longer) be achieved.
Artificial intelligence provides crucial support for learning transfer
If you want to bring more sustainability to the implementation of learning content, you should use artificial intelligence, as it offers numerous advantages in employee development:
▶ Fun and variety through different learning methods.
▶ Saving time and money, as AI is cost-effective and accessible at all times.
▶ Individualized training and needs-based answers, as the AI responds to the specific questions of the respective user.
Depending on the design or programming of the artificial intelligence, it is not only ideal for basic training or supplementing it, but is also suitable for long-term further training.
Artificial intelligence will make further education easier
At a time when a great deal of knowledge is already available for free on the Internet (tutorials on YouTube, specialist articles, blog articles and tips on knowledge provider websites), there has been a problem that should not be underestimated: searching for specific answers to the searcher's questions via search engines is still relatively timeconsuming and does not always get straight to the point.
Artificial intelligence, on the other hand, can provide precise answers based on the user's question, provided it has been programmed with the appropriate knowledge. An ideal prerequisite for further education providers to also rely on artificial intelligence in order not to lose touch. The integration of an AI-based solution into the training portfolio ...
▶ ... expands the offering and creates an additional value proposition for customers.
▶ ... innovatively differentiates the provider from competitors who offer nothing in this area.
▶ ... increases the chance of behavioral change among participants through new opportunities (see above).
Of course, artificial intelligence will not put every trainer out of work, as factors such as human interaction, individualization, empathy, the ability to provide feedback and flexibility can be mapped much better by experienced and good trainers. But at least the days of trainers and seminars that tend to scratch
the surface in terms of content will soon be over. After all, why spend a day on training when an AI can provide specific answers to key questions and instructions within seconds and also help with transfer performance?
Artificial intelligence working as a sales trainer –a practical example
The author has trained his own AI for sales training: the so-called “Olli AI”. It is currently only available in German and can be accessed free of charge and without registration at www.oliver-schumacher.de/olli-ki/
The AI specializes in price discussions and price increases, but also provides meaningful answers to other sales-related questions and tasks. It has undergone intensive training in the area of price negotiations, so that the AI also takes on training functions: For this purpose, it “slips” into the role of the buyer when prompted to do so and expresses price objections.
The user's responses to these are then analyzed by the AI to provide feedback: What was good? What was less good? What should be done differently? This AI training function in particular, with the accompanying analysis of the answers, offers users great added value. Because direct, concrete feedback helps to optimize behavior in the long term. ◆
Sales trainer Oliver Schumacher is a speech scientist (M.A.) and sets new accents in sales training in a friendly, well-founded manner. Under the motto “Honesty sells”, he shows salespeople how to confidently win new customers, successfully master cold calling and assert themselves fairly - even in difficult price negotiations. The multiple book author is known to many through his numerous videos on YouTube. Before starting his own business in 2009, he worked very successfully for over ten years in field sales for a listed manufacturer of branded goods. www.oliver-schumacher.de
In today's fast-paced world of marketing and sales, many companies fall back on tried and tested marketing platitudes to promote their products. While these arguments may seem convincing at first glance, they often prove to be ineffective and even detrimental to the sales strategy. In this article, we shed light on why it is time to question these marketing platitudes and replace them with authentic and differentiating arguments. By Dr. Michael Stiller
The trap of standard arguments
Companies invest a lot of time and resources in developing new products. In doing so, they often neglect the customer perspective. The products are then often technically excellent. But they do not answer the question of why the customer should buy this particular product. This is where the problems begin: When the sales team is asked to present the product, they often resort to standard arguments such as “we are professional” or “we offer the best service”. These arguments may sound good, but they have no real differentiating value.
Why standard phrases do not work
Marketing phrases such as “professional”, “fair” or “reliable” are so worn out that they no longer evoke any positive reaction from customers.
We have heard them so often that they hardly have any meaning for the recipient. The customer will simply ignore these statements or, in the worst case, even reject them. This leads to a kind of reactance, a negative reaction to the attempt to convince him.
Tim Taxis, a renowned sales trainer, describes this effect aptly: the customer recognizes a sales phrase and mentally switches to “click through”. This click…whirr effect means that the customer immediately classifies the sales argument as irrelevant and pays no further attention to it. Just like the old cassette recorder: I do not like a part. I press the 'fast forward' button. And the tape hums over the spot. The result is a lost sales opportunity because the actual message does not get through.
Instead of relying on empty phrases, companies should focus on real added value. This means engaging intensively with the target group, understanding their needs and communicating the product benefits on this basis. A deep understanding of customer needs makes it possible to develop a sales argument based on the customer's actual pain points and wishes.
Another common mistake is to emphasize the sales arguments of the entire product category. Companies should emphasize the individual strengths of their own product. Sales arguments that apply to the entire product category offer no differentiation and do not help to set your own product apart from the competition. Instead, companies should emphasize the specific features and benefits of their own products that make them unique and valuable to customers.
Let us take a software solution for project management as an example. Many companies offer such solutions, and the general benefits are well known: Increased efficiency, better team communication and optimized project planning.
However, these general arguments do not make your product stand out from the many alternatives. So how can you improve your sales pitch? Here are a few approaches:
1. Show concrete benefits:
Instead of saying that the software improves project planning, state specific benefits, such as “Our software reduces planning time by up to 40% and enables real-time monitoring of project spend.”
2. Highlight unique technical features:
If the software has specific technical features that set it apart from other products, these should be communicated clearly and understandably. “Our software integrates AI-based resource optimization that increases the efficiency of resource usage by 20%.”
3. Include customer focus:
In addition to technical features, you should address how the product solves specific needs of the target group. For example: “Our software is ideal for growing companies that want to manage their projects in a scalable and cost-efficient way.”.
The radical measure: delete and re-evaluate empty phrases
An effective step to test the effectiveness of your sales strategy is to rigorously remove all marketing phrases from your materials. Take your current sales brochures, presentations and advertisements and systematically remove all hackneyed phrases. What is left? This radical approach forces you to identify and emphasize the true strengths and unique selling points of your product or service. If there
The key to a successful sales strategy is to quit using worn-out marketing platitudes and instead focus on genuine, differentiating benefits.
is little to nothing of substance left after deleting the platitudes, it is time to take a step back and rethink the fundamental value proposition of your offering. This can be a painful but necessary process to understand whether your product truly meets the requirements and needs of your target audience.
Conclusion:
The path to a convincing sales strategy
The key to a successful sales strategy is to quit using worn-out marketing platitudes and instead focus on genuine, differentiating benefits. Companies need to know their target groups precisely and focus their argumentation on what really interests and convinces the customer.
By developing an in-depth sales argument based on customers' real needs and desires, companies can strengthen their market position and increase customer loyalty.
Take a critical approach to your own sales brochures and presentations, filter out empty phrases and focus on real added value. This is the only way to ensure that your message reaches the customer and convinces them in the long term. ◆
Dr. Michael Stilller
For over 20 years, Stiller has been advising companies on corporate strategy, marketing strategy, sales management, sales management and business coaching. His work is never about highly polished PowerPoints (these are only a by-product). Rather, it is about implementing topics. This is why Stiller founded the agency “effektweit” in 2011 to develop pragmatic approaches using scientific methods. The effect of the projects should always go further than the projects themselves. coaching@effektweit.de
Small labs ( < 100 L/ shift)
Medium sized labs (100 - 3000 L/shift)
Mass production labs ( > 3.000 L/shift)
Lens materials
AR coating including mirror coating
Further special coatings (please specify)
Top coatings (hydrophobic, oleophobic, superhydrophobic)
Top coatings from separate thermal source
In-chamber tinting full color (absorption coating)
Gradient tinting color
Productivity HMC+ Ø 70 (avg. lenses/h) [both sides coated]
Process
High-vacuum pump system type (diffusion pump, tubomolecular pump, etc.)
High-vacuum pump system capacity (L/s)
Gate valve (in case of turbomolecular pump) /
Roughing pump system (type / stages)
Roughing pump system capacity (m3/h)
Cryogenic booster pump with Meissner trap
Weight (kg / lbs)
Dimensions (w x d x h) / [mm / inches] (machine without conveyor)
Flip-over
PVD (physical vapour deposition)
CVD (chemical vapour deposition) /
Second distribution mask
Electron beam gun (number of pockets/kW)
Ion source (kW)
Plasma source (kW) / / /
Number of vacuum measurement systems 4
Optional heater (kW) / / x 2.6 / o 5.2kW
Monitoring by Quartz-crystal/optical
LMS connectivity
Manufacturing Execution System
Further information
Small labs ( < 100 L/ shift)
Medium sized labs (100 - 3000 L/shift)
Mass production labs ( > 3.000 L/shift)
Lens materials
AR coating including mirror coating
Further special coatings (please specify)
Top coatings (hydrophobic, oleophobic, superhydrophobic)
Top coatings from separate thermal source
In-chamber tinting full color (absorption coating)
Gradient tinting color
Productivity HMC+ Ø 70 (avg. lenses/h) [both sides coated]
pump system type (diffusion pump, tubomolecular pump, etc.)
pump system capacity (L/s)
Gate valve (in case of turbomolecular pump) / N/A x
Roughing pump system (type / stages) multi stage double stage multi stage
Roughing pump system capacity (m3/h)
Cryogenic booster pump with Meissner trap
Dimensions (w x d x h) / [mm / inches] (machine without conveyor)
PVD (physical vapour deposition)
CVD (chemical vapour deposition)
Second distribution mask
Monitoring by Quartz-crystal/optical
Manufacturing Execution System
Further information
m³/h
Performance line, Planetary system for highly curved substrates (o), High end coatings
Drum coater for highly curved substrates, For fashion applications High quality hydrophobic coatings for various surfaces in combination with our DURALON products
Small labs ( < 100 L/ shift)
Medium sized labs (100 - 3000 L/shift)
Mass production labs ( > 3.000 L/shift)
Lens materials all materials/mineral
AR coating including mirror coating
Further special coatings (please specify) anti fog
Top coatings (hydrophobic, oleophobic, superhydrophobic) x
Top coatings from separate thermal source
In-chamber tinting full color (absorption coating) x x
Gradient tinting color
Productivity HMC+ Ø 70 (avg. lenses/h) [both sides coated]
Process time [both sides coated] (minutes)
Full dome/segment capacity Ø
Flip-over capacity segment Ø 70 8
High-vacuum pump system type (diffusion pump, tubomolecular pump, etc.)
High-vacuum pump system capacity (L/s)
Gate valve (in case of turbomolecular pump)
Roughing pump system (type / stages)
Roughing pump system capacity (m3/h)
Cryogenic booster pump with Meissner trap
Weight (kg / lbs)
Dimensions (w x d x h) / [mm / inches] (machine without conveyor)
Flip-over x
PVD (physical vapour deposition) x
CVD (chemical vapour deposition)
Second distribution mask
Electron beam gun (number of pockets/kW)
Ion source (kW)
Plasma source (kW)
Number of vacuum measurement systems
Optional heater (kW)
Monitoring by Quartz-crystal/optical
/ multiple LMS connectivity
Manufacturing Execution System
Further information
/ 5953
x 3200 x 2200 mm /
x 3550 x 2340 mm / 93x140x92
Small labs ( < 100 L/ shift)
Medium sized labs (100 - 3000 L/shift) 140 lenses per shift
Mass production labs ( > 3.000 L/shift)
Lens materials
AR coating including mirror coating
Further special coatings (please specify) On request
Top coatings (hydrophobic, oleophobic, superhydrophobic) Superhydrophobic/Oleophobic
Top coatings from separate thermal source x
In-chamber tinting full color (absorption coating)
Gradient tinting color / x
Productivity HMC+ Ø 70 (avg. lenses/h) [both sides
Full dome/segment capacity Ø 70
Flip-over capacity segment Ø 70 /
High-vacuum pump system type (diffusion pump, tubomolecular pump, etc.)
High-vacuum pump system capacity (L/s)
Gate valve (in case of turbomolecular pump) Vat Valve
Roughing pump system (type / stages)
Roughing pump system capacity (m3/h)
Cryogenic booster pump with Meissner trap x x
Weight (kg / lbs)
Dimensions (w x d x h) / [mm / inches] (machine without conveyor)
Flip-over
PVD (physical vapour deposition) PVD x
CVD (chemical vapour deposition) / /
Second distribution mask / /
Electron beam gun (number of pockets/kW) 6 / 6kW
Ion source (kW)
Plasma source (kW) Sputter / /
Number of vacuum measurement systems 3 Optional heater (kW) 18
Monitoring by Quartz-crystal/optical
Further information
Antistatic Broadband AR - Ultimate-2, Premium, Protect-Blue, Protect UV, Protect Complete. Dichroic mirror, & Metallic Mirror
All organic materials and mineral glass
Anti-Fog, Protect-Blue, Protect UV, Protect Complete, Premium Drive and Protect Infrared
Anti-Fog, Protect-Blue, Protect UV, Protect Complete, Premium Drive
Small labs ( < 100 L/ shift)
Medium sized labs (100 - 3000 L/shift)
Mass production labs ( > 3.000 L/shift)
Lens materials
AR coating including mirror coating
Further special coatings (please specify)
Top coatings (hydrophobic, oleophobic, superhydrophobic)
Top coatings from separate thermal source
In-chamber tinting full color (absorption coating)
Gradient tinting color /
Productivity HMC+ Ø 70 (avg. lenses/h) [both sides coated]
Gate valve (in case of turbomolecular pump)
Roughing pump system (type / stages)
Roughing pump system capacity (m3/h)
booster pump with Meissner trap
Dimensions (w x d x h) / [mm / inches] (machine without conveyor)
Satisloh AG
Neuhofstrasse 12
CH - 6340 Baar / Switzerland
Phone: +41 (0) 41766 16 16
Email: info@satisloh.com satisloh.com
Tel.:
eMail: info.de@optotech.net Web: www.optotech.net
SCHNEIDER GmbH & Co. KG
Biegenstrasse 8–12 · 35112 Fronhausen · Germany
Phone: +49 (64 26) 96 96-0 · Fax: +49 (64 26) 96 96-100 www.schneider-om.com · info@schneider-om.com
Lenses
The fully automated high-volume CDS-2000 includes everything you have ever dreamed of: separate zones for cleaning and hard coating, avoiding humidity. It meets all requirements of clean room classifications (ISO 6). Two robots, handling the racks, shorten cycle times, ensuring higher throughput. In- and out- conveyors and buffers contribute to less contamination in the process zones. The hard coater features automatic detergent, alcohol and varnish refilling. Process steps are stable and continuous. It is easy to maintain and a remote connection to SCL ensures fast diagnosis & support. Sustainability and optimized water and energy consumption round off the portfolio of machine benefits.
Benjamin Franklin achieved worldwide fame as one of the founding fathers of the United States. But in addition to his political achievements, Franklin was also a scientist and inventor in heart and soul. Since practical use was always his top priority, he invented several things in the course of his life that still benefit mankind today: from the first bifocal glasses, lightning rods, swim fins and the prototype of the desk chair. By Hanna Diewald
The future statesman Benjamin Franklin was born in Boston on January 17, 1706, as the son of a soap boilermaker. Benjamin Franklin had many siblings, and all of them had to help out in his parents' business.
Benjamins wide-ranging interests and talents became apparent at an early age. At the age of eleven, the keen swimmer invented a pair of swim fins. His first version consisted of oval wooden planks that he held in his hands to give him extra thrust in the water.
At the age of 17, he moved away from his hometown of Boston to Philadelphia, where he founded a printing company a few years later and shortly afterwards obtained the rights to the “Pennsylvania-Gazette” newspaper.
In 1747, he wrote about electricity experiments for the first time and thus took the first step towards one of his most important inventions to date: the lightning rod.
This was based on the idea that Franklin wanted to prove that lightning was not a punishment from heaven (a common assumption at the time), but rather electricity that had become visible. The experiment succeeded and the first lightning rod was born.
Although less well known, his invention of the so-called Franklin lenses, the forerunner of bifocal glasses, is no less important. After the signing of the Declaration of Independence in 1776, the Congress sent him to France to gain support for the War of Independence against England. It was during this time that he is said to have come up with the idea of the Franklin lenses.
At the proud age of 74, the presbyopic Franklin designed a pair of glasses with two different lens strengths in one lens. The upper part
for distance vision and the lower part for near vision. To do this, he is said to have simply cut two lenses in two and then put them back together with the different powers. His invention revolutionized optics and significantly improved the quality of life for many people. It is the basis of today's bifocals and, subsequently, varifocals.
Optically, today's Franklin lens is similar to an executive lens. However, the two types of lenses differ in that executive lenses are already cast, whereas Franklin lenses are made from two lens blanks.
When Franklin was portrayed by the artist Charles Willson Peale in 1785, he wore his new spectacles with recognizable pride. They also served him well in his last historic act, the drafting of the United States Constitution in his native Philadelphia. When this work was created in 1787/88, Franklin was the elder statesman among the fathers of the Constitution.
In addition to these achievements, Franklin invented many more things. For example, he mounted castors under a chair to make it easier to navigate through the library and thus created a prototype of the desk chair.
He also became famous for inventing the glass harmonica, a musical instrument consisting of glass pistons of different sizes, from which sounds could be elicited that a later age would probably have described as psychedelic.
10 years after the invention of the Franklin spectacles, Benjamin Franklin died on April 17, 1790 at the proud age of 84. Incidentally, the quote: “Early to bed and early to rise, makes a man healthy, wealthy, and wise”, is also said to go back to him. Just one sentence among many important that make Franklin unforgettable. ◆
Researchers have developed a spiral-shaped lens that maintains clear focus at different distances in varying light conditions. Its spiraling features are arranged in a way that creates many separate points of focus — much like having multiple lenses in one.
The new lens works much like progressive lenses used for vision correction but without the distortions typically seen with those lenses. It could help advance contact lens technologies, intraocular implants for cataracts and miniaturized imaging systems. “Unlike existing multifocal lenses, our lens performs well under a wide range of light conditions and maintains multifocality regardless of the size of the pupil,” said Bertrand Simon from Photonics, Numerical and Nanosciences Laboratory (LP2N). “For potential implant users or people with age-related farsightedness, it could provide consistently clear vision, potentially revolutionizing ophthalmology.
In future, the research should focus on optimizing the design parameters and to enhance performance across various apertures and focal zones.
The upcoming MAFO issue 06/2024, published on 11th November, is about Markets Worldwide. We will take a look at different ophthalmic optics markets around the world. Furthermore, you will find follow-up reports from the most important trade fairs Vision Expo West in Las Vegas and Silmo in Paris and MAFO presents the lectures and speakers of the upcoming MAFO-The Conference 2025. Do not forget to save-the date for this exclusive event for the ophthalmic industry: MAFO - The Conference takes place on 07th February 2025, one day before Mido in Milan.
PUBLISHERS ADDRESS
Eyepress Fachmedien GmbH
Saarner Str. 151, D-45479 Muelheim a. d. Ruhr
Tel.: +49-208-306683-00
Fax: +49-208-306683-99
Website: www.mafo-optics.com
E-mail: info@mafo-optics.com
CEO Petros Sioutis
E-mail: p.sioutis@eyepress.de
PUBLISHER
Silke Sage, Petros Sioutis, Efstathios Efthimiadis
FOUNDED 2003 by Jörg Spangemacher
BANK DETAILS
Bank account: Sparkasse Aachen
Bank No.: 390 500 00, Acc. No.: 1073 3925 06
IBAN: DE21 3905 0000 1073 3925 06
SWIFT: AACSDE33XXX
CHIEF-EDITOR
Hanna Diewald
E-mail: hanna.diewald@mafo-optics.com
EDITORS
Rebekka Nurkanovic
E-mail: rebekka.nurkanovic@mafo-optics.com
Britta Laupichler
E-mail: britta@mafo-optics.com
TRANSLATIONS
John Saniter, Bopfingen
EDITORIAL BOARD
Jörg Spangemacher, Peter Baumbach, Mo Jalie
PRODUCTION & LAYOUT
Efstathios Efthimiadis, Pascal Bruns
E-mail: production@eyepress.de
DISTRIBUTION
PressUp GmbH, Postbox 70 13 11, D-22013 Hamburg
Tel.: +49-40-386666-308, Fax: +49-40-386666-299
MEDIA CONSULTANT
Pauline Möller
Tel.: +49-208-306683-24
E-mail: pauline.moeller@mafo-optics.com
ADVERTISING AGENT GREAT CHINA
Beijing FOCUS Optics Culture Communication Co. Ltd. Room 319, Building 2, Nr. 1, Northbank 1292, Nr. 15 J ianguo Eastroad, Beijing 100024 (Chaoyang), P.R. China
Mrs. Jian Wang
Tel.: +86-10-8537-6529
Email: jennywang_focus@126.com
Skype: jennywang611
焦点视光（北京）文化传播有限公司 北京市朝阳区建国东路15号院甲一号北岸1292
二号楼319室 邮编：100024
电话：+86-10-8537-6529
电邮：jennywang_focus@126.com
ADVERTISEMENT RATES
Price list no. 20, valid from January 01, 2024
Publication schedule
6 issues 2024: January, March, May, July, September, November
SUBSCRIPTION COSTS PER YEAR
European Union € 1 40,00 (plus VAT for German companies)
Overseas Seamail € 160,00
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United States Airmail € 2 25,00
Single issue € 20,00 (plus mailing costs)
The Publisher requires three months written notice on cancellation. Subscribers please note that proof of notice may be required.
PHOTO CREDITS
P.6: seventyfourimages, P.16: Getty Images, P.30: fizkes, P.52: Archivist, P.53: Getty Images /stock.adobe.com /unsplash.com /envato.com
PRODUCTION & PRINT
Kollin Medien GmbH, Neudrossenfeld, Germany
The publisher takes no responsibility for unsolicited manuscripts. Please note also that photographs submitted for use in MAFO cannot be returned. The publisher’s written permission is required for any reproduction, translation or recording of material published in MAFO, including extracts of such material. Permission will normally be given, subject to the usual acknowledgement. Copies made of published items must be limited in number and for personal use only.
ARYA AI lenses offer superior vision quality and comfort. The AI technology reduces peripheral aberations providing extreme clear vision. A new design’s geometry make the lens soft in the power and cylinder transitions and offers very wide functional zones.
900-TLX
MID-SIZED AR BOX COATER
Satisloh’s 900-TLX AR box coater produces up to 129 lenses/hour. Utilizing a revolutionary new sector dome design with adaptive rings, the 900-TLX achieves the most efficient result in capacity and productivity for mid-size coaters. The turbo pump keeps energy consumption low while its intuitive design, software and serviceability are user-friendly.
Sector dome design with adaptive rings can accommodate different sector types at once
Produces up to 129 lenses/ hour. Lowest costs per lenses per hour
Turbo pump keeps energy consumption low, higher productivity & short process time