My characterization of the move as desperate was based on the extent of the discount. VISX is desperate to hold on to its market dominance like Microsoft is desperate for the same reason.
Besides the patent infringement issues, I suspect that Summit is also a major contributor to their worries. March 17 the FDA panel will consider a PMA giving the Summit LADARVision(TM) a +6 diopter sanction in addition to the already broad range -14 diopters of nearsightedness. The eye tracker used in this system is the best. It's Apache Gunship technology. It's 4000 samples per second eye movement tracking, and it's underutilized in the current application. However, it's perfect for wavefront technology, and the next 18 months will see wave front technology sweep the industry. Doctors are already comparing the adequate VISX Star(TM) to the slightly more than adequate LADARVision system. They like what they see, and what they see is that Summit is going to be first to market with a wavefront device tied digitally to a highly precise eye tracker to accomplish precision small spot custom ablations.
As of this writing, Summit has declared to match the usage fee discount price. Summit as you probably already know, is just getting back to profitability after the Autonomous acquisition. The lost revenue from the VISX move will postpone the return to profitability for BEAM, but it will only spur their growth.
In the Detroit paper yesterday an ad by a Canadian LVC clinic offered to treat both eyes with the VISX Star for one price of $999. That price puts the procedure in financial reach of many more people that might take an interest, but that is Canada. In the U.S. one can expect to pay close to double that despite the deep discount. To capture enough new market to make up the "$150 per" shortfall, there is going to have to be something very compelling added to the procedure; A value added component that creates massive interest, despite the high price tag.
A better than 20/20 vision guarantee, perhaps?
HerbVic |
