Abstract

The market size of contact lens in Japan is the world's second largest, only behind the US market. The introduction and spread of disposable contact lenses have changed the main players of the industry in Japan from domestic companies to foreign companies and the business model of the industry from the tailor-made industry to the heavy capital intensive industry. This industry is supposed to be currently at a new phase with the increasing population of myopia and wide range of customer needs by aging societies.

I would like to explain SEED's strategy and business development model as a mid-sized contact lens manufacturer competing under the massive pressure from global players before to describing the history of innovation, recent diversified needs of consumers in the industry and the anticipated new functions of contact lenses.