Joseph Dunsmore
Analyst · Matthew Kempler, Sidoti & Company
Yes. So that's a really good point, Matt. Here's the way I view it. I view that it was very early -- very important for us early on in developing these capabilities, in developing our brand and reputation to the marketplace, to focus on some key verticals to really drive penetration, to drive success with a number of lead customers, to demonstrate success. And so we've done that. We've demonstrated success. We've built momentum. obviously, some verticals better than others. And certainly, the Smart Energy vertical while we've had successes, it hasn't developed quite as aggressively as we had hoped. But we're now at a point where I think we're seeing the broader ecosystem recognized with the point I made earlier, some of the cost reductions, for instance, in major parts of this value chain. And recognized based on some pretty strong promotion from people like Ericsson, talking about the $5 billion to $50 billion Internet, intuitive kind of progression that we will see with the Internet of things. Now what we're seeing -- and then with a more mature capability now with the iDigi Cloud and iDigi Connector, you're seeing more of the horizontal opportunity, that crosses multiple verticals is starting to emerge. And the evidence of that is what we're seeing with Intel and what we're seeing with Wind River and Freescale and others who are getting very aggressive seeing this $5 billion to $50 billion opportunity to want to move forward with this. And so when I say it's a horizontal opportunity, those Freescale Kinetis microcontrollers play into many verticals, have a very kind of horizontal approach. And the same thing is true with Wind River and Intel and what they're doing. And then beyond that, when you look at our end-to-end solutions approach, one of the things that we're doing is we're doing is we're modifying our investment strategy in these verticals, bringing down some of the investment that we've made from an R&D, business development and sales perspective, reducing a bit on the Smart Energy space to be equivalent with the movement of that market. We still believe it's a very strong long term market opportunity, but we want to make the investment meet the needs of that market opportunity. So we'll bring down the investment there and we are focusing on additional vertical markets beyond the core verticals that we've talked about. We see great opportunity, for instance, in the quick-serve restaurant arena, and then extending our the medical play more into telemedicine and those kinds of opportunities.