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Market intelligence showed that Symbol's barcode scanner, the LS4000, Symbol's flagship barcode scanner was under-performing in the European market. It had sluggish sales and was not achieving penetration into retail environments. One-on-one interviews with Symbol's European customers had revealed that the LS4000 was viewed as a back room solution and not suitable as a consumer-facing product at retail check stands. Symbol Technologies engaged Altitude to develop a new Laser Barcode Scanner specifically designed for the European retail market and capable of reading codes up to 36 inches away. Qualitative research methodologies helped to evaluate user perceptions and identify the optimal product configuration and features. Key design issues included: quality, ruggedness, comfort, market positioning. A key insight was that the pistol grip had negative connotations in Europe and was seen as 'too aggressive for retail.' The product's form is a direct manifestation of our research findings. It incorporates carefully designed biometrics, enhancing the relationship between product and user, making it pleasant to grip, light and manageable. Since its launch the DLL 5010M has exhibited strong European sales and has been awarded multiple industry awards including a prestigious European Red Dot award for good design.
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