At the very least, the company is staking a solid claim over the lucrative well-paid over-30 non-geek market niche, which has been surprisingly poorly tapped by the current players. But Navigenics seems to want to go further than this: in fact, they appear to be trying to reshape the personal genomics industry as being first and foremost about the sober provision of evidence-based health information, and simultaneously position themselves as the most respectable provider of this information. If in the process they can create a perception of their competitors (particularly 23andMe) as frivolous and over-hyped, so much the better.

La guerre pour dominer le marché du séquençage génomique à usage privé promet d’être sanglante…

Source : Genetic Future.