This season Recon and Zeal Optics offered two models of the Recon-Zeal Transcend, the SPPX with a polarized and photochromic lens at $499 and the SPX with a polarized lens at $399.
The launch of the Recon-Zeal Transcend goggle in October 2010 set a new standard for combining technology with goggles at a seriously premium pricepoint. Partnering with Zeal Optics, Recon released two pairs of goggles this season, the Recon-Zeal Transcend SPPX at $499 and the Recon-Zeal Transcend SPX at $399. As the snow season begins to wind down, we talked to Recon’s Oliver Springgay about future partnerships and the goggles’ first season on the market, which sold out in 12 weeks, no small feat for their price. For next season, Recon is taking its technologies to the next level, integrating heads up displays with smart phones and apps for a video-game like ride.
How long was the Recon-Zeal Transcend in the making?
With the complexity of the optics and sensors, miniaturizing and component costs, the Recon-Zeal Transcend was in development for almost three years. What came out of that process was an IP-protected product and technique that cannot be mimicked any time soon. More importantly, dialing-in the consumer value proposition and innovative culture that Recon Instruments has come to be known for.
How does the technology work?
The goggles contain a GPS chip and a number of other sensors which compute the user’s location in their environment. From this information, an on-board processor calculates the user’s speed, altitude, distance traveled, vertical distance traveled, time, temperature and longitude/latitude. Our technology provides real-time feedback via a micro LCD screen mounted inside the goggles in the bottom right hand corner of the goggles. We had to ensure it is an active choice for the user to look at the screen when it is safe to do so and the screen remains unobtrusive. Our technology enhances the experience, it doesn’t distract from riding.
The dashboard like display screen appears similar to a 15 inch screen 6 feet ahead of the user.
Our optics system uses mirror and prism technology to make the display look as if it is a 15 inch screen, 6 feet in front of the user. The user doesn’t have to re-focus their eye to look at the screen and can view it at a quick glance, like looking at a dashboard while driving.
We are proud to say that our stats are more accurate than other GPS devices available because we use complex algorithms to calculate what we call TrueStats. Most GPS devices will measure a person’s speed on just a horizontal axis. Our goggles use the pressure sensor within the goggles to measure the change in altitude, which along with the two GPS points, gives your true speed. It is no good for skiers or riders to have a device showing your speed if it isn’t your true slope speed.
Any new technological additions planned for next year?
For the upcoming ski season there are a number of technological additions. The goggles will run off the Android operating system, so there is no limit to what apps can be developed for the goggles and uploaded via our Recon HQ platform.
Our next generation technology will also boast Bluetooth capabilities which will connect to the users’ smartphone allowing them to see caller ID, incoming text messages, and playlists, which they can navigate through using the goggles’ wireless remote. Using this Bluetooth technology, the goggles will also hook up to wireless video cameras and, for the first time, you will be able to see what you are filming and playback your footage using the micro LCD screen as the viewfinder. We’re also very excited to announce trail map integration and buddy tracking so you can see where your friends are on the hill.
Were there any technological problems in the beginning? How has the technology been fine-tuned over the season?
Until recently it wasn’t possible to integrate the technology into a small enough form factor to be incorporated into goggles, be robust and have an adequate battery life. Those were Recon’s major hurdles which we overcame – the batterycurrently lasts from 6-8 hours depending on the temperature. Throughout the season we were able to fine tune our software community, Recon HQ and HQ Online, making real-time additions based on user feedback. We’ve found that Transcend users are really changing the way the world shares alpine experiences which has ultimately furthered the sport. We pride ourselves on acting with agility and feeding the customer dialogue right back into the development process.
What has been the consumer response?
The consumer response has been fantastic, we launched Recon-Zeal Transcend in October 2010 and were sold out in about 12 weeks. We have had amazing dialogue and people are coming out of the woodwork with new ideas and new uses for this type of technology. It’s very exciting to see the leaders in their sports get stoked and get involved.
How have sales been this season for the Transcend?
We set some lofty goals for a new category entry and definitely surprised the industry with instant acceptance at high-value, high-end price points. This is a massive step change in a softgoods world that doesn’t lend itself to such technological advancements very often. Selling out so quickly was a pretty big sign that we as a company are making the right decisions and listening to the market.
For the 2011-12 season Recon will collaborate with three more goggle companies, Uvex, Alpina, and Briko, as well as Zeal Optics.
With three new partnerships for next year, will more models be released?
We have partnered with Zeal Optics, Uvex, Briko, and Alpina for next season. Each brand will release a Recon-Ready goggle frame and the Recon Instruments technology will be available in its own kit to give the user more choice of brands and price points, helping to make our technology accessible to everybody. We will offer two separate Heads Up Display models at different price points, one being the same feature set as the Transcend, the other our new Android platform. We’ve had such great feedback from our 2011/12 partners that their respective Recon Ready models will be leading the charge in retail.
Recon’s three new partnerships are with European goggle companies, any plans to partner with American companies in the future?
Our European partners do have very robust distribution throughout the US, but it is interesting to see how things have moved so swiftly with the German, Italian, and Western European markets in general. There seems to be a faster acceptance for wearable technology. However, we are now seeing more and more brands really getting the business model and the opportunity to grow the pie in this segment, you will see more signing on in the very near future. The collaboration model is starting to shine through and American companies understand the value in partnering up to produce what the market is asking for.
Any plans for Recon to launch their own goggle brand?
We never say never, but at the same time it is not likely, and not likely any time soon. There are some amazing goggle brands out there, and some serious experts in their crafts. Recon is here to compliment those brands that have been serving the market with quality and creativity for so long. After all, we wouldn’t suggest any of them try what we’re doing, the learning curve and IP is a little bit too steep. Collaboration is a model we strongly believe in, there’s no point in trying to water down your resources to reinvent the wheel, again.
