Google Inc. 's new computer-powered glasses haven't hit the shelves yet, but already efforts are afoot to keep them from becoming just a niche product for nerds.

In a sign the eyeware industry and Google see a broader market for the technology, the Internet search giant is exploring ideas with at least one eyewear company to put the device in optometry offices around the country and create alternative designs.

VSP Global—a nationwide vision benefits provider that also makes frames and lenses—is talking with Google about making more fashionable frames for the device, developing special prescription lenses to use with Glass and training optometrists to fit the device for customers, VSP Chief Executive Rob Lynch said.

The discussions are in early stages, and so far, the companies have no formal agreement. But VSP, which provides a vision plan for Google's employees, would be a useful partner for taking Glass to Main Street. The company has a network of 30,000 eye doctors, and 60 million people are enrolled in VSP's workplace and individual vision plans.

"Down the road I think this technology is going to blow up," says Matt Alpert, an optometrist in Woodland Hills, Ca., who is on the board of VSP Global and is an early tester of Google Glass. "As soon as apps are developed that are relevant for your world, it will start to take off."