|By PR Newswire||
|January 25, 2014 02:00 PM EST||
LONDON, Jan. 17, 2014 /PRNewswire-iReach/ -- Contact lenses were extortionately expensive and unattainable in the UK unless purchased through opticians. Consumers needed and wanted to have cheaper and alternative sources for their replacement lenses. The monopoly of British opticians came to a grinding halt in 1998. An independent operator suddenly emerged and single-handedly managed to impact the UK market.
Steffan Rygaard's pioneering company – Vision Direct – exposed the conspiracy of high-street retailers who guarded a monopoly on the price of contact lenses to further their profit margins.
Despite being a half-Dane, half-Briton raised in Zambia, Steffan Rygaard was an ordinary 26-year-old who finished his studies at Exeter University and had worked a few years as a broker in London's Square Mile. Having noticed his colleagues complaining about their jobs he decided to leave the security of his city job for a more uncertain future as an entrepreneur. He didn't realise that he was embarking on a journey that would shake the British optical industry.
Having considered the options at hand, Steffan Rygaard decided that starting a contact lens mail order company was the way forward. He was inspired by the idea of running his own business, helping people, working with databases, and being able to work from home. VisionDirect was born in a single room just big enough for a desk, a bed, a printer and a few boxes of lenses. No fancy offices, no big investors, no fuss or glory – just a single entrepreneur working hard to deliver contacts at lower prices. The market for lenses had already been transformed in countries like Australia, the United States, the Netherlands, Sweden and Denmark – so why not the UK as well?
Having taken every precaution possible to ensure that customer health was safeguarded, VisionDirect issued a press release announcing their presence and stating that highly priced contact lenses were now a thing of the past. Unfortunately, the British opticians' lobby group, the G.O.C, was of a different opinion. The idea that a small Battersea-based company that sold contact lenses at outlet prices could revolutionise the market seemed highly unlikely. Even though customers had to present a current prescription of their contact lenses, as well as the packaging of the lenses they were using, and had to have been wearing lenses for more than six months when ordering to get delivery, this was still not enough for the G.O.C. Within ten months, Vision Direct was forced to shut down operations after a lengthy court ruling. The decision was made to simply continue the business from a place where the G.O.C did not have any jurisdiction.
One of Steffan's prospective customers was a journalist called Oliver James, who wrote the following as part of a column entitled 'One in the eye for competition' in the Independent in May 1998.
"... I was told of a company called Vision Direct from whom I could buy the lenses by post at half the price, a proof that the privatised companies were making a disgraceful mark-up. Until last week I have been an enthusiastic user of this wonderful service. But then, last Thursday, came the news that Vision Direct has been successfully prosecuted by the General Optical Council (GOC).
I called Vision Direct and, to my surprise, the phone was picked up by the company's founder and chairman, Stephan Rygaard. He was audibly depressed and had spent the day receiving hundreds of letters, faxes, phone calls and e-mails expressing fury. Rygaard had lost the case because the GOC, the opticians' trade body, had managed to pull the wool over a short-sighted magistrate's eyes, convincing him that the act of selling a contact lens has to be clinically supervised. On the technicality that because Vision Direct leave it to the honesty of their public to declare whether they have had a test in the past year, the company was held to be failing to act responsibly. What gives the lie to this argument is the simple fact that in Denmark, Germany and several other nations, direct mail lenses have been acceptable for some time."
The logical step for Steffan was to move his business to a place where the GOC had no jurisdiction. The Netherlands emerged as the best logistical candidate. By taking advantage of European legislation and the continued deregulation over the past decade in optics within two months of being forced out of operations, the company arose from the ashes with a new warehouse and a new phone number. Fortunately for the general public, there were now even more organizations that picked up on the idea of selling contact lenses via mail order. Hence all the GOC had really managed to do was to spite its own members by ramping up publicity for irreversible change.
15 years later, VisionDirect is still in business and still shipping from Amsterdam. The company maintains its mission to give their customers the best bargains it can. Today VisionDirect.co.uk is the largest online retailer for replacement contact lenses, proof that persistence does pay dividends.
By keeping overhead costs minimal, VisionDirect has been able to offer prices up to 80% lower than on the high street, so it is little surprise that the company is still flourishing. Additionally, a fully qualified in-house Contact Lens Optician and a UK-qualified registered Optometrist ensure that customers are in highly capable hands. At the end of 2013 the company had a consolidated turnover of €20million, was represented in most European countries, with over 40 employees and a database of plus 500,000 wearers. Again, testament that VisionDirect.co.uk was worth the effort and that our customer base is loyal to our beliefs.
Written by Jens Håkanson on behalf of Steffan Rygaard
Media Contact: Jens Hakanson, Visiondirect.co.uk, 084-474-5454, [email protected]
News distributed by PR Newswire iReach: https://ireach.prnewswire.com
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Sep. 29, 2016 11:15 AM EDT Reads: 5,126
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
Sep. 29, 2016 11:00 AM EDT Reads: 387
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Sep. 29, 2016 11:00 AM EDT Reads: 3,503
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Sep. 29, 2016 11:00 AM EDT Reads: 4,164
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, will compare the Jevons Paradox to modern-day enterprise IT, e...
Sep. 29, 2016 11:00 AM EDT Reads: 2,389
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Sep. 29, 2016 11:00 AM EDT Reads: 290
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
Sep. 29, 2016 10:45 AM EDT Reads: 438
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Sep. 29, 2016 10:30 AM EDT Reads: 2,894
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Sep. 29, 2016 10:30 AM EDT Reads: 1,235
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Sep. 29, 2016 10:30 AM EDT Reads: 4,441
SYS-CON Events announced today that CDS Global Cloud, an Infrastructure as a Service provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. CDS Global Cloud is an IaaS (Infrastructure as a Service) provider specializing in solutions for e-commerce, internet gaming, online education and other internet applications. With a growing number of data centers and network points around the world, ...
Sep. 29, 2016 10:30 AM EDT Reads: 2,977
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Sep. 29, 2016 10:15 AM EDT Reads: 3,297
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Sep. 29, 2016 10:15 AM EDT Reads: 604
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
Sep. 29, 2016 10:15 AM EDT Reads: 2,366
Internet of @ThingsExpo has announced today that Chris Matthieu has been named tech chair of Internet of @ThingsExpo 2016 Silicon Valley. The 6thInternet of @ThingsExpo will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Sep. 29, 2016 10:00 AM EDT Reads: 2,706
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
Sep. 29, 2016 10:00 AM EDT Reads: 3,903
Big Data has been changing the world. IoT fuels the further transformation recently. How are Big Data and IoT related? In his session at @BigDataExpo, Tony Shan, a renowned visionary and thought leader, will explore the interplay of Big Data and IoT. He will anatomize Big Data and IoT separately in terms of what, which, why, where, when, who, how and how much. He will then analyze the relationship between IoT and Big Data, specifically the drilldown of how the 4Vs of Big Data (Volume, Variety,...
Sep. 29, 2016 10:00 AM EDT Reads: 1,164
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Sep. 29, 2016 10:00 AM EDT Reads: 2,285
Technology vendors and analysts are eager to paint a rosy picture of how wonderful IoT is and why your deployment will be great with the use of their products and services. While it is easy to showcase successful IoT solutions, identifying IoT systems that missed the mark or failed can often provide more in the way of key lessons learned. In his session at @ThingsExpo, Peter Vanderminden, Principal Industry Analyst for IoT & Digital Supply Chain to Flatiron Strategies, will focus on how IoT de...
Sep. 29, 2016 09:45 AM EDT Reads: 1,208
Ask someone to architect an Internet of Things (IoT) solution and you are guaranteed to see a reference to the cloud. This would lead you to believe that IoT requires the cloud to exist. However, there are many IoT use cases where the cloud is not feasible or desirable. In his session at @ThingsExpo, Dave McCarthy, Director of Products at Bsquare Corporation, will discuss the strategies that exist to extend intelligence directly to IoT devices and sensors, freeing them from the constraints of ...
Sep. 29, 2016 09:45 AM EDT Reads: 2,649