Zeiss launched its first collection of “digital lenses” at Opti 2014, presenting a totally new first-pair product category for the company. The target customer for this collection is aged between 30 and 45 years and is a frequent user of smartphones and tablets, experiencing near-vision discomfort for the first time. The lenses are positioned between single-vision lenses and progressive lenses. The launch is being supported by an end-consumer campaign in Germany. The new digital lenses will be sold at partnering opticians in Germany from February and internationally from October 2014.