Xpert Eye: “See What I See”

Abstract

Anne-Fleur Andrle has been tasked with bringing Xpert Eye technology, smart glasses that provide “see what I see” solutions, from the French company AMA, into the U.S. market. The technology uses 3G, 4G, WiFi, Ethernet, or even satellite connection to make calls online and share information in real time. AMA’s strategic vision is to choose industries for connecting providers who can use their smart glasses from anywhere in the world. By conducting research using chief innovation officers, Xpert Eye identifies verticals to leverage partnerships to get distribution.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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Resources

Appendix 1: Management Team Biographies

Anne-Fleur Andrle

Anne-Fleur Andrle is the CEO of AMA Xpert Eye USA. A native of France, she has been in the United States for about six years. 1 She studied engineering in France and received a Master of Science with a concentration in Entrepreneurship. With the goal of working internationally, she came to the United States to earn a Master’s in Biomedical Engineering from the State University of New York at Buffalo.

As a student in France, she used to host radio shows. Her co-host became involved in the funding of innovative companies. When AMA decided to expand into the United States and was looking for someone to lead their operation, Anne-Fleur’s co-host thought of her and made the introduction.

Lauren Bellis

Lauren Bellis is the operations manager for AMA Xpert Eye. She comes to AMA Xpert Eye from a real-estate background, having worked as a property manager for a small condo association. 2 She honed her experience in operations management at Northeastern University, in Boston, MA, where she worked as an operations administrator. Lauren earned her Bachelor of Science degree in Management from the University of Massachusetts and her MBA from Northeastern University, where she focused on Entrepreneurship.

Ben Pasco-Anderson

Ben Pasco-Anderson is the business development manager for AMA Xpert Eye. Prior to his current position, he worked as a logistics manager for FreshBox Farms, 3 a produce company specializing in hydroponic growing. He has extensive experience in sports management, having worked in operations for the Oakland Raiders, in statistical analysis and equipment management for the San Francisco 49ers, in marketing for the New England Patriots, and as equipment manager and coaches’ assistant for the University of Massachusetts football team. Ben earned a Bachelor of Science in Sports Management from the University of Massachusetts, Amherst.

Appendix 2: AMA’s Senior Management Team

Christian Guillemot

Christian Guillemot is the co-founder and CEO of AMA. He is a major player in the videogame industry, having 30 years of experience in the field. “Passionate about innovation and emerging trends, Christian is also involved in the development of the French Tech movement.” 4 In 1986, Christian co-founded UbiSoft, which went public in 1996. UbiSoft is another video game development company. He currently serves as an executive vice president of administration on its board of directors. He is also the director and deputy CEO at Guillemot Corp. SA, chairman a corps de garde SAS. 5 A native of France, he earned degrees from the European Business School of London and the London Business School.

Guillaume Campion

Guillaume Campion is the vice president of product and partnership at AMA. He is a games and applications specialist, who has extensive experience in game studio development and creation. 6 He has worked at AMA since 2008, having served as the EMEA marketing director and the head of production and marketing. Prior to AMA, he worked at Orange and Mobistar as a games product manager. He also worked in reporting and business intelligence for Alcatel Business Systems. Guillaume received a Master’s degree in Business, Marketing, and IT from the Télécom École de Management, or Telecom Business School.

Yannick Liébert

Yannick Liébert is the operations director for AMA. He has extensive experience in information systems, having served as the director of information systems at the Groupe Hospitalier Saint Augustin and having taught information systems at the Institut Catholique de Rennes. 7 He also worked as a product engineer at the Rectorat de Rennes. He received a Master’s degree from the University of Rennes and studied Information Technology at the Institute of Technology in Lannion.

Marie Anne Denis

Marie Anne Denis is the corporate communication director at AMA. Prior to her current role, she served as a brand manager, corporate manager, product manager, and PR manager. 8 She has created and managed four video games shops in France. She worked as a sales representative at Groupe Precom and as an export manager at Coudémail.

Jean-François Denis

Jean-François Denis is the vice president of sales at AMA Group and director of international development. He has previously served as the CEO and EMEA sales director. 9 He has served as a sales director at Guillemot and Hercules. He studied at the University of Rennes.

Notes

1. Andrle interview (August 2016).

2. LinkedIn profile of Lauren Bellis. (https://www.linkedin.com/in/laurenbellis/)

3. LinkedIn profile of Ben Pasco-Anderson. (https://www.linkedin.com/in/benpascoanderson/)

4. Retrieved from https://www.ubisoft.com/en-US/company/investor_center/bddetail.aspx?index=1

5. Retrieved from http://www.4-traders.com/business-leaders/Christian-Guillemot-05J490-E/biography

6. LinkedIn profile of Guillaume Campion. (https://www.linkedin.com/in/gcampion/)

7. LinkedIn profile of Yannick Liébert. (https://www.linkedin.com/in/yannick-liébert-8aa78833/)

8. LinkedIn profile of Marie Anne Denis. (https://www.linkedin.com/in/marieannedenis/)

9. LinkedIn profile of Jean-François Denis. (https://www.linkedin.com/in/denisjeanfrancois/)

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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