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What Customers Think of the ROV Barcode Scanner

Nicolas Andron

April 22nd, 2009
by Nicolas Andron


Recently, Marketing decided to put a finger on the pulse of Microvision’s ROV Scanner users to see how they felt about the MEMS-based scanner. We put together a survey, sent it to every ROV Scanner customer, and eagerly waited for the results. To sweeten the deal, each customer that completed the survey would be entered to win one of two VISA Gift Cards.

Nearly 25% of the recipients filled out the survey over the span of the month-long window provided. The results were impressive.

A brief summary:

  • 76% of customers rated their shopping experience on the Microvision web store as “Good” or “Very good” (avg rating 4.15 out of 5)
  • 76% of ROV Scanner users felt that it read “Most bar codes easily” (avg rating 4.15 out of 5)
  • When we asked customers what their 3 favorite aspects of the ROV Scanner were, we ended up with lots of feedback:
  • Easy to Use
  • Fast scan rate / bar code readability
  • High memory capacity
  • Rugged / Durable
  • Small Size
  • Microvision and it’s products received a +35% Net Promoter Score (NPS)*
  • Microvision’s service department received a +30% NPS

*Net Promoter Score is a common metric used to determine customer loyalty. It’s derived by asking people the likeliness that they’d recommend the object in question to their friends and family. A positive score denotes that more customers are “promoters” rather than “detractors” or “neutral” in standing.

Also from the survey, we asked customers if they were willing to provide references, testimonials, or even be willing to work with us for a case study. Many of the respondents agreed to participate to some level. We received testimonials, references and to date have nearly finished six full case studies. I’ll be blogging about these customer successes as well, so check back soon!


This entry was posted on Wednesday, April 22nd, 2009 at 8:20 AM and is filed under Bar Code Scanners.
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3 Responses to “What Customers Think of the ROV Barcode Scanner”

  1. Craig Chase Says:

    April 22nd, 2009 at 8:35 AM |

    The ROV barcode scanner seems to be a black hole in the Microvision product line. Like most investors the projectors/HUD/Augmented reality glasses are the bigger interest products. However, I would like to know how many of the ROV scanners have been purchased? What is our market share in the portable scanner market? It would be nice to know how this aspect of the business id doing.

    Craig Chase

  2. Andy Waschick Says:

    April 23rd, 2009 at 7:57 AM |

    This is great and all, from a revenue-generation and technology-refinement standpoint, but I’d just like to drop a note here to let you know that the one and only thing I am watching this weblog for: it’s to find out about developments concerning WEARABLE DISPLAYS.

    When people can have access to a persistent overlay of information in their field of view 24/7 (that doesn’t make them look like a gargoyle) it will have a profound impact on our cultural and intellectual output, our ability to know and do and share. In the short term, the PicoP stuff is a great first step (which in itself will cause some pretty big ripples in the pond– imagine flash-mobs of activists armed with picoP devices and imagery)…

    But, ultimately, what I am looking for from Microvision, is not remarkably affordable, useful barcode scanners. I understand this is a way to use core technologies right now to generate revenue and make the company stronger for the cool stuff later… but it’s that cool future stuff we need to be seeing more of on this weblog. Tell me stories about how I’ll have tiny lasers painting images directly on my retina. Tell me when I can pick up my glasses. Hell, if such a product were available today, if there’s beta testing happening… alpha testing happening, even… SIGN ME UP.

  3. Anant Goel Says:

    May 12th, 2009 at 7:59 AM |

    Marketing surveys are fun to watch as the results are always skewed to essentially support what the management wants to hear. Because the type of questions included in the survey are very narrow in scope and usually never ask the sensitive questions like: “Why can’t we sell more of this great product and make a profit”. Yes, ROV Scanner [Barcode Scanner] is a great product and has all the great reviews that go with a high tech, cost effective and reliable product. What these surveys don’t ask and, therefore, don’t tell: “How come ROV Scanner does not sell well and continues to be a loss leader even after two years since product introduction.”

    Here are the results of my [cheap and dirty] survey…

    • It is a very mature technology and Barcode Scanners are a commodity product like computer keyboards… some cheap and others a little bit more expensive. You can sell hundreds of millions and still not make a buck, so to speak. Market does not care [really] that your ROV Scanner is MEMS based and therefore deserves a premium pricing.

    • It’s a low entry cost product and there are too many players in the business trying to make a buck or two.

    • Market leaders [like Symbol] have very broad [applications] and deep [lots of accessories] product offering and have essentially a lock on the market… in terms of its vast customer base and breath of barcode scanner applications. It is not easy for any newcomer [like Microvision] to break into this market without an opening created due to technology obsolesce or product related issues at the market leader.

    • You can not make a decent profit unless you move your Barcode Scanner as a component into “value add” products that perform business and/or legacy functions. Not only that, be prepared to compete like hell with the likes of Symbol Technologies on price and functionality.

    In my humble opinion, Microvision should either collaborate with a market leader in the Barcode Scanner based value add product space to gain some traction in sales and profitability…or just put ROV Scanner division up for sale for a million or two.

    Anant Goel