Summary: Segway’s new marketing plan

IN SHORT: Segway LLC has been undergoing a corporate reinvention since its two-wheeled, self-balancing machines failed to catch on in the mass market.

WHAT’S NEW: The company is creating a nationwide dealer network, pursuing niche markets, encouraging rentals, expanding abroad and designing new products. Prices also have come down.

THE OTHER SIDE: Analysts are praising some changes, but warn the company must do much more to succeed.