Winfried Scherle has had a long and distinguished career at Zeiss and recently became leader of the Consumer Optics Business Unit which includes Sports Optics. Herr Scherle has been kind enough to agree to receive a series of questions from me, borne out of many questions raised in the threads on Bird Forum, and to provide his answers.
Here they are:
Question:
Herr Scherle, you have had a long career at Zeiss and are now running the Consumer Optics Business Unit which includes Sports Optics. Please tell us about your career and how you came to be in charge of the future direction of Zeiss binoculars, spotting scopes and rifle scopes.
Zeiss photographic lenses (and cinematography lenses too) and Zeiss Sports Optics have reputations for superb optical performance. Now that they are together in one family, how do you intend to make use of the different kinds of expertise in both product groups?
Question:
BMW, Mercedes-Benz and Audi all built their businesses on a foundation of three product tiers, for example the 3-, 5- and 7-series of BMW. Zeiss has recently implemented a 3 tier product portfolio too, but those automotive manufacturers have found it necessary in recent years to expand into many other market niches. How do you see the Zeiss 3 tiers developing and do you anticipate Zeiss looking at other niche opportunities too?
Question:
Does Zeiss have a product development plan taking into account the rapidly growing population segment in Europe and North America that are 60 years old or older? Taking this market segment’s needs into consideration (and those of the increasingly important ladies’ market) can we expect binoculars with 7x magnification to be re-introduced?
Question:
The Conquest HD line has established a great reputation in the market. Conquest binoculars are marked ‘Made in Germany’ but it is now well-known that they are the result of a co-operation between Zeiss and Kamakura. Also well-known is that the rules in the European Union about declaring the place of manufacture are not very strong, and from time to time there have been rumours that the only thing that happens to Conquests at Wetzlar is that the eyecups are screwed on. Can you tell us something about the processes that Conquests go through in Wetzlar?
Question:
The internet allows people all around the world to compare not only the prices of binoculars but also the after-sales support such as warranties. It is easy to find out that customers for Victory and Conquest products in Europe are given a 10 year warranty whereas in the USA and Canada, customers are given not only lifetime warranties but it is a ‘no-fault’ warranty too. How did these differences arise and do you intend to reduce or eliminate these differences in the future?
Lee
Acknowledgements
Here they are:
Question:
Herr Scherle, you have had a long career at Zeiss and are now running the Consumer Optics Business Unit which includes Sports Optics. Please tell us about your career and how you came to be in charge of the future direction of Zeiss binoculars, spotting scopes and rifle scopes.
Answer:
I started at Zeiss in 1984 as optical designer in the corporate research division. As next step I took over responsibility for the development of airborne cameras. In 2000 I took the responsibility for camera lenses as general manager. Since April 2014 I have full responsibility for all consumer business at Zeiss including products for photography, cinematography, planetariums and sports optics.
Question:I started at Zeiss in 1984 as optical designer in the corporate research division. As next step I took over responsibility for the development of airborne cameras. In 2000 I took the responsibility for camera lenses as general manager. Since April 2014 I have full responsibility for all consumer business at Zeiss including products for photography, cinematography, planetariums and sports optics.
Zeiss photographic lenses (and cinematography lenses too) and Zeiss Sports Optics have reputations for superb optical performance. Now that they are together in one family, how do you intend to make use of the different kinds of expertise in both product groups?
Answer:
There is a very broad basis of Know How in dealing with optics and application understanding in both divisions and many crossroads and synergies between those disciplines. This applies for example to optical designs, mechanics and coatings. The benefit will be put into effect on both sides, photo and sports optics. Our self-understanding is to enable superior imaging which means for lenses, creative and precise image capturing, and for sports optics observation with outstanding quality. Both product families fit wonderful for use cases in nature and especially bird watching.
There is a very broad basis of Know How in dealing with optics and application understanding in both divisions and many crossroads and synergies between those disciplines. This applies for example to optical designs, mechanics and coatings. The benefit will be put into effect on both sides, photo and sports optics. Our self-understanding is to enable superior imaging which means for lenses, creative and precise image capturing, and for sports optics observation with outstanding quality. Both product families fit wonderful for use cases in nature and especially bird watching.
Question:
BMW, Mercedes-Benz and Audi all built their businesses on a foundation of three product tiers, for example the 3-, 5- and 7-series of BMW. Zeiss has recently implemented a 3 tier product portfolio too, but those automotive manufacturers have found it necessary in recent years to expand into many other market niches. How do you see the Zeiss 3 tiers developing and do you anticipate Zeiss looking at other niche opportunities too?
Answer:
Of course we are targeting different customer segments and therefore we are offering a wide variety of product lines. In binoculars we are offering 56 as well as 54 models and below that a wide range of 42 models. Lightweight 32 models are part of our portfolio as well as pocket binoculars in different price classes. Insofar we try to cover all substantial customer segments on a higher level in this market and we are on the way to close any significant gaps. We address customer segments according to their expectations and budget, by allowing them to upgrade from Terra via Conquest into the highest level of Victory.
Of course we are targeting different customer segments and therefore we are offering a wide variety of product lines. In binoculars we are offering 56 as well as 54 models and below that a wide range of 42 models. Lightweight 32 models are part of our portfolio as well as pocket binoculars in different price classes. Insofar we try to cover all substantial customer segments on a higher level in this market and we are on the way to close any significant gaps. We address customer segments according to their expectations and budget, by allowing them to upgrade from Terra via Conquest into the highest level of Victory.
Question:
Does Zeiss have a product development plan taking into account the rapidly growing population segment in Europe and North America that are 60 years old or older? Taking this market segment’s needs into consideration (and those of the increasingly important ladies’ market) can we expect binoculars with 7x magnification to be re-introduced?
Answer:
Our Product management is screening the market on a constant basis and we are actually focusing on all important market trends. Please understand that our future plans are strictly confidential and we do not discuss these topics outside of our company.
Our Product management is screening the market on a constant basis and we are actually focusing on all important market trends. Please understand that our future plans are strictly confidential and we do not discuss these topics outside of our company.
Question:
The Conquest HD line has established a great reputation in the market. Conquest binoculars are marked ‘Made in Germany’ but it is now well-known that they are the result of a co-operation between Zeiss and Kamakura. Also well-known is that the rules in the European Union about declaring the place of manufacture are not very strong, and from time to time there have been rumours that the only thing that happens to Conquests at Wetzlar is that the eyecups are screwed on. Can you tell us something about the processes that Conquests go through in Wetzlar?
Answer:
The Conquest HD indeed is a „Made in Germany“ product. As a matter of course like other manufacturers we are linked to a network of different suppliers inside and outside the country but we assure that the quality matches our specification according to our brand promise. Following international industry conventions we do not discuss our sourcing network in the public.
The Conquest HD indeed is a „Made in Germany“ product. As a matter of course like other manufacturers we are linked to a network of different suppliers inside and outside the country but we assure that the quality matches our specification according to our brand promise. Following international industry conventions we do not discuss our sourcing network in the public.
Question:
The internet allows people all around the world to compare not only the prices of binoculars but also the after-sales support such as warranties. It is easy to find out that customers for Victory and Conquest products in Europe are given a 10 year warranty whereas in the USA and Canada, customers are given not only lifetime warranties but it is a ‘no-fault’ warranty too. How did these differences arise and do you intend to reduce or eliminate these differences in the future?
Answer:
Each country has its own specialty and expectation from the customer side. Up to now we recognize these local circumstances and because of our efforts being close to the customer we react accordingly.
Each country has its own specialty and expectation from the customer side. Up to now we recognize these local circumstances and because of our efforts being close to the customer we react accordingly.
Lee
Acknowledgements
On behalf of all of the members of Bird Forum, I would like to thank Herr Scherle for taking the time to respond to these questions.
The accompanying photograph was taken by Laura Kammermeier. To discover more about her many activities please go to: http://laurakammermeier.com/
The accompanying photograph was taken by Laura Kammermeier. To discover more about her many activities please go to: http://laurakammermeier.com/