Inventor Dean Kamen promised the world a new way of thinking about transportation. In 2001 he made good on his promise, introducing the Segway Human Transporter (HT). The Segway HT is a self-balancing personal transportation device that uses gyroscope technology and moves at a maximum of 12.5 miles per hour. With no accelerator and no brakes, the HT responds to the rider’s shifting body weight, providing effortless transportation with environmentally friendly electrical power. With this new gadget, Kamen offers a new solution to an enduring need for efficient and effective transportation.

For Discussion

1. Go to the Segway Human Transporter website at www.segway.comHow has Kamen brought new value to the marketplace? Does Kamen have a viable and socially responsible solution to the problem of human transportation?
2. How has Kamen created connections with consumers through the Segway website? What are your criticisms (if any) of the website?
3. Using two columns, list the benefits of Segway to a rider for personal use and for business use. Then match these benefits to potential target markets. Did you generate any benefits not noted on the website?
4. Design a statement identifying the Segway HT’s target markets, value proposition, and marketing offer. Are the marketing efforts behind the Segway HT more in line with the marketing concept or the societal marketing concept? How does the Segway HT leverage technology to connect with customers?