PixelOptics has presented its new electronic auto-focusing lens, calling it the empower, for the U.S. market. The company plans a market test in Virginia, Washington, D.C., and North Carolina late in 2010, with a full-fledged U.S. launch planned for 2011. Like in Europe (see issue No. 11-2 of EWI), the company is forming partnerships with American frame manufacturers, lens manufacturers and electronic development/component companies as part of emPower's business strategy. Thus far, Aspex Eyewear is the North American licensee for producing and selling electronic eyeglass frames that enable and activate the new lenses, incorporating a battery. Shamir Optical Industry will free-form emPower eyewear in its laboratories, equipped with its Prescriptor software. Transitions Optical is working on a Transitions version of emPower eyewear.