Jason P. Rhode - Cirrus Logic, Inc.
Management
Yeah, it's been pretty – the concept has been pretty well-received. I would say that the device we already have has been tremendously well-received. It's Korea. It's China. It's really – and as we mentioned in the release, North American customers are interested in it. The competitive landscape is pretty limited at the moment. Because of the needs for ultra-low latency and some of the other real, kind of, nitty-gritty details, it's really helpful to have the DSP integrated into the amp. And so that's less, if I think about our audio amp competitors, that's more in the NXP wheelhouse versus Maxim. Maxim stuff generally is the amplifier by itself and you'd need to do the signal processing elsewhere. And there are certain customers for whom that's an appealing architecture. But for haptic, given the ultra-low latency and the feedback, it's really helpful to have the integrated DSP. So that kind of narrows it down a little bit to us and NXP. TI's got some products that are out there. It doesn't seem like all of our competitors focused on it early enough. It is I think the case that certainly one of our amplifier competitors had a bit of a circus going on over the past couple years on the M&A front, which I think maybe had their eye off the ball on this particular market. But yeah, it's a very compelling opportunity and I'm certain everyone else won't ignore it. But at the moment, that isn't the primary concern. When we roll in with customers, they are – customers worry about, well, if I go to a proper haptic actuator that does add cost not through our chip so much as just a good haptic actuator is more expensive than an old school vibration motor, provides a completely night and day different experience, but not everybody in the Android space is willing to pay for, well, much of anything. But nonetheless, we're seeing that kind of customers across the board are very, very interested in it, and then that just leads us to try to address things like overall system cost through integration of more of the capability – more of the things that are needed on the boards, lowering passive component costs, being able to do more in DSP, such that you can use a less-expensive haptic actuator, those are kind of some of the competitive trends in that space.