The perfect balance

An electrically powered, self-balancing scooter may not appear to be the answer to increasing energy concerns but Segway thinks otherwise. Laura Collacott talks to CEO James Norrod to find out more.

Like any invention that's ahead of its time, the Segway PT [Personal Transporter] is often misunderstood," declares the company's website; "The gleeful smiles of Segway PT riders may have created an impression that this is...well...a toy.

But make no mistake. While a Segway PT is incredibly fun to ride, it is serious transportation designed for today's world". If you have seen a Segway in action, you will appreciate the novelty factor but the product has been well received in some less obvious arenas.

For the uninitiated, the Segway PT is a two-wheeled, electrically-powered scooter. It can run up to 38km on a single charge and, being electric, has a minimal carbon footprint. Its creator, Dean Kamen, was inspired by disabled mobility aids: seeing a wheelchair-bound young man struggling to mount a curb, he set about creating a device that could self-balance and allow users to negotiate traditionally trickier terrain.

The result was the Independence IBOT Mobility System which elevates users onto two wheels so that they can move more fluidly around and interact with the world at eye level. The rights to the IBOT have subsequently been sold to health care leviathan, Johnson & Johnson (J&J) but Segway retained the non-medical rights to the technology, enabling them to market the Personal Transporter.

Although it may be seen as a bit of a toy by the general public (a fact that the management are at great pains to alter), the Segway PT has proved very popular in commercial applications. "The first, and probably still the biggest, application is security and police," divulges James Norrod, Segway's President and CEO. In America, a number of police forces have invested in the green technology to aid their patrolling forces.

Using Segway PTs, officers can cover a greater area than on foot and preserve their energy: "They can get to an emergency faster and have all their energy about them when they arrive on the scene," he says. The PT's popularity with various forces is evident from the optional extras that Segway offer; a police light and siren can be attached to the standard model and now a dedicated police transporter is also available.

Airport and shopping mall security staff have found the equipment helpful for patrolling vast buildings. With a presence in 25 of the biggest airports in the world and key relationships with large mall groups, it is clear that there are advantages. Where before security patrols would be walking many kilometres a day, they can now scoot around on the Segway PT, saving energy and travelling further.

Standing on the transporter also makes staff around 20cm higher than those around them, giving them a much better vantage point in crowds and increasing visibility, all points that the company is keen to advertise.

Another high-exposure application is in the transport for tours. Disney World, for example, has introduced several different tours around the Magic Kingdom to let guests see more and faster. Many cities across the States and increasing numbers internationally are introducing guided Segway tours of their sites of interest.

Authorities in cities in Hawaii, Alaska and the Zambezi have installed these tours as a fun and quick way to see scenic areas, historic monuments or enjoy the atmosphere of a particular location.

One of the advantages of the Segway in this situation is the range; being pedestrian-friendly due to the low operating speed and high levels of control, the transporters can roam around a far wider area than other conventional vehicles.

Good visibility is not just good for security; it's also good for sales. It is hoped that by having an active presence in the areas of security, policing and tours awareness of the Segway PT will grow and fuel consumer sales. And not only does it increase public awareness, it also validates the product.

When people see security staff on the Segway it legitimises the use of it," says Norrod. The high profile use of the vehicles in large public arenas and around town is a sure way to stimulate public curiosity, a strong facet of the consumer marketing campaign.

The international sales apparatus demands that a broad strategy be used; Segway supply the products to dedicated distributors who then install a network of retail points in a two-tier relationship. These managers can then oversee a localised marketing or advertising campaign as they see fit.