XPANCEO: Customer-Driven Marketing Strategy and Value Proposition for Augmented Reality Contact Lenses

XPANCEO was founded in 2021 with the aim of revolutionizing the human–technology interface through the development of unobtrusive augmented reality contact lenses. The lenses promise to integrate digital functions seamlessly into the real world. With features like night vision, zoom capabilities, and gaze-tracking commands, XPANCEO’s product could transform various industries, including healthcare and engineering, and also consumer markets. However, as with any emerging technology, the company faces a challenge in crafting a compelling value proposition and identifying the best market segments to target. Success for XPANCEO will depend on carefully analyzing customer needs, competitor offerings, and adoption barriers. Students will be asked to consider how XPANCEO can create a compelling value proposition and tackle these challenges in a competitive market.