Marketing Management: OrCam MyEye 2 Target Market and Positioning

This report provides a comprehensive marketing analysis of the OrCam MyEye 2, a device designed to assist individuals with visual impairments and dyslexia. The report begins by highlighting the unique selling proposition of the product, which is an AI-powered device that attaches to glasses and aids in reading text, identifying faces, and recognizing currency. It then delves into market segmentation, using demographic, psychographic, geographic, and behavioral variables to identify the target consumer base. The report emphasizes the importance of targeting individuals with reading difficulties, those with a healthy lifestyle, and those in urban and semi-urban areas with the financial capacity to afford the product. Furthermore, the report discusses the anticipated growth, revenue opportunities, and the successful past performance of OrCam, concluding with recommendations for effective market positioning to increase market share and revenue. The report references key statistics regarding the prevalence of dyslexia and visual impairment, underscoring the potential impact of the OrCam MyEye 2 on the lives of millions.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Introduction
The main aim of this paper will be target and position the product that was invented earlier. The
unique selling position will be discussed first, after which the market segmentation will be
performed that will help to explain the target consumers and position the invented product to
taste the success from the market place. The details of the target market will be performed so that
the strategies can be set accordingly by the management of the identified business company,
which is OrCam MyEye 2, invented by OrCam. The rationale for selecting the target markets
will be discussed in this paper along with the describing the market in terms of anticipated
growth, revenue opportunities, past performances and other factors. Suggestion in context of the
market needs to be identifiable, measurable, sustainable, accessible, and reachable will also be
demonstrated from the perspective of the target market.
Unique Selling Proposition
It can be noted in this context that the invented product of OrCam MyEye 2 is mainly for the
visual impairments, which was invented with focus to help the people who are visually impaired,
and described as the talking glass (OrCam MyEye 2, 2019). The unique selling proposition of
this product is the artificial-intelligence device that helps to attach to the frame of any kind of
glasses along with identification of faces as well as currency. This will help to read the text and
information from the help of the bar codes. It can be stated in this context that OrCam is founded
in the year 2010 in Jerusalem (orcam.com, 2020). It comes from the health and assistive
technology. Another unique selling proposition of this particular product is to help the people
who are suffering from dyslexia. Another version is going to be launched in the coming year, and

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this will help to more specifically, where only the selected readings will be read ignoring the rest
(Ran, 2014).
Segmentation of the Market
The identified device is available in 48 nations. The segmentation of the market place will be
done according to the segmentation variables, which are demographic, psychographic,
geographic and behavioural, which are discussed as follows:
Demographic
The newly invented product will be sold to the people who need to be identified according to the
education and income level of the people, as the users should possess a minimum level of
education to dictate the frame to read the specified part of the reading. People who possess a
basic educational level along with maintaining an average income level on order to afford and
use the product efficiently and effectively. It can be sold mainly to those people who have to deal
with readings in their professional field. People who are suffering from dyslexia can also be a
good identified market segment for this particular product.
Psychographic
People who possess a healthy lifestyle will be the major targeted segment under this variable. It
has been already discussed that this is an expensive product and cannot be afforded by all types
of people. Apart from them, the segment that will get proper value from using the product will be
the major targeted segment under this variable. Positive attitude minded people will also be a
major target segment under this variable.
Geographic
People who are living mainly on the urban and semi-urban will be the primary targeted segment
for this product, as it can be stated in this context that this is an expensive product and cannot be

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afforded by all segments of people. The expensiveness of the product of OrCam MyEye 2 will
help to segment the targeted market efficiently. People who possess a healthy income level lives
in the urban and semi-urban areas of the targeted market places, so these two places will be the
major targeted segment for this particular product (Envision, 2019).
Behavioral
People who will get the most benefit from this particular product will be a good market segment
for this product. People who have reading difficulties will be the major targeted segment for this
product. Apart from them, people who are tech-savvy or are familiar with surfing the internet, as
online orders as well as online tutorials are available in the official website of OrCam. Identified
market segment can be benefitted from this and can use the product properly and effectively.
Thus, it can be stated that the segment of people who will be taking actions through the website
easily and with lesser time in their actions.
From the above discussion, it can be stated that selection of the above mentioned target market
will be done by maintaining the features or characteristics of the product of OrCam MyEye 2.
These will be a highly targeted market as it can be noted in this context that more than 43 million
people suffer from dyslexia (cdc.gov, 2020). So, this product will help to benefit them after using
it and will be able to lead a normal life (Shilkrot et al., 2014).
Description of the Target Market
The anticipated growth for OrCam MyEye 2 will be a slow process, as the thorough usage of this
product is not easy and some people may find it difficult to use it in the initial stages after
purchasing the product. So, the rate of anticipated growth will be a bit slow.
The revenue opportunities will be high, as it has been already discussed that many number of
people who are suffering from dyslexia in the market place of the United States. If people from

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above discussed target segment starts to purchase OrCam MyEye 2, then the revenue earning for
the product will automatically increase. It can be noted that there are more than 3 million people
above the age of 40 who are blind or visually impaired in the region of the Unites States
(cdc.gov, 2020).
The past experiences of the organization of OrCam is successful, as the management operates the
business by focusing on the aims and objectives that were set by them along with following the
mission, vision and values. The same can be expected after invention of this product and proper
targeting the identified market segment and efficient positioning of the product (Bober, Kesik &
Zyla, 2014).
Conclusion
From the above discussion, it can be concluded that OrCam MyEye 2 needs to be efficiently
positioned after identification of the segmented market of this product. This will help to firmly
hold the market position that is currently enjoyed by this organization and increase the market
share as well as revenue earning for the company.

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Reference
Bober, D., Kesik, J., & Zyla, K. (2014). An overview of mobile solutions and applications for
navigating visually impaired people. Logistyka, (6, 2014), 2055-2061.
CDC - Burden of Vision Loss - About Vision Health - Vision Health Initiative (VHI). (2020).
Retrieved 24 February 2020, from
https://www.cdc.gov/visionhealth/basic_information/vision_loss_burden.htm
Envision, A. I. (2019). blind and visually impaired. Quest, 15(4), 17.
Help People who are Blind or Partially Sighted - OrCam. (2020). Retrieved 24 February 2020,
from https://www.orcam.com/en/
OrCam MyEye 2: The 100 Best Inventions of 2019. (2020). Retrieved 24 February 2020, from
https://time.com/collection/best-inventions-2019/5733047/orcam-myeye-2/
Ran, K. (2014). Design of an improved electronics platform for the EyeRing wearable
device (Doctoral dissertation, Massachusetts Institute of Technology).
Shilkrot, R., Huber, J., Liu, C., Maes, P., & Nanayakkara, S. C. (2014). FingerReader: a
wearable device to support text reading on the go. In CHI'14 Extended Abstracts on
Human Factors in Computing Systems (pp. 2359-2364).