Glen DeVos
Analyst · AmerX
Yes. I'll start with industrial, and I'll group industrial into kind of broadly 2 categories, and it's because the go-to-market there is very different for those -- the commercial sales motion is very different. And those are -- the industrial customers, which for us is off-road construction, off-road autonomy, those kind of -- those mining, those kind of vehicles and as well as industrial automation, so the warehouse environment and all of that. So when you talk about industrial, kind of the off-road piece of construction equipment, off-road hauling, that kind of thing, our approach there is working directly with those customers. And that's where Luminar had done a really nice job with a number of those customers that we're using them for mining, using them for off-road, off-road hauling. 1550 Time-of-Flight is a great technology operating within dust for longer range. And so really it was reestablishing those relationships, rebuilding those and then resuming shipments to them while they do their development with launch timing in later next year. The -- in that market, you're doing -- you're just -- you're working directly with the OEMs typically. When you talk about industrial automation, warehouse automation, this is AGVs, AMRs, automated forklifts and all robots, that's a very different market. And that served either for a few of those OEMs, you work directly with them because they have the capability to do that complete system definition, that system integration, that whole -- the engineering associated with that. Not every company in that market has the ability to do that. And then you typically are working through resellers or distributors. And we definitely want to and are engaging with resellers to discuss with them how they can sell MOVIA S or how they can sell MOVIA L or those products because it's primarily a short-range game, how they can sell those in addition to providing value-added services. So we're going to leverage those distributors and those value-add resellers for that broader adoption. Now in terms of what are we doing in those markets, well, what you're seeing is -- as we continue to develop our lidar collision avoidance systems, we're showcasing that in trade shows. We're doing that in -- on the website and LinkedIn, you name it. And we're getting a lot of interest there because we can offer a low-cost, basically collision avoidance system for everything from forklifts, human-operated forklifts to scissor lifters to you name it. And so a lot of interest there, which is why our launch of MOVIA S with LCAS inside is so critical for the later this year. But you're going to see us continue to make progress in that market throughout the course of the year. And that will be mostly through what we showcase. For security and defense, it's -- that's a little bit of -- that's a very different market in that you're really talking about defense industry, so working with primes and then also talking about working with companies that are involved with security around installations or traffic kind of municipality security or traffic management, these types of things. And in that case, it's working more directly with those companies. But what we'll showcase we'll either announce -- and that's -- I mentioned we're engaged with traffic management. That's using IRIS to do vehicle and speed detection for vehicles on highways, looking at stop sign detection as well. And so a host of traffic management-related applications where we're working directly with those OEMs and they integrate our solution into theirs. And that you'll hear about as we announce more and more of those deals. With regard to defense, though, what we're doing there is like we did with the AUVSI webinar, we're showcasing here's how our perception on a drone can extend the perception of an autonomous ground-based vehicle. It's very targeted towards drone and UAV-related activities for the defense sector. That, in turn, gets us connected with companies that are interested in those technologies, either drone companies or complete application companies, primes or people that just want to payload. And so like the Avular announcement, as those engagements continue or expand, we'll be talking about them. Defense, obviously, a little bit differently than we would talk about commercial applications. But it's really -- in that market, it's about demonstrating the capability, showing what the capability can do and then working towards deployment. And that's why that Avular deal and what we're doing, I mentioned some other aspects why those are so important because that's that step towards mass deployment. And then finally, for automotive, as I mentioned, the OEMs, passenger car OEMs, I would just characterize the whole first generation, the Level 3 as really being a learning phase, let me put it that way. This is learning about the technology for the OEMs and the supply base, was learning what does the consumer want. And the big takeaway was Level 3 offerings by the OEMs at the price point they were coming at USD 8,000, USD 9,000, it just wasn't compelling enough. You can get a complete ADAS solution with a bunch of really valuable features like adaptive cruise control, backup cameras, blind spot detection, you can automatic lane changing for several thousand dollars. You're not going to pay $8,000, $9,000 for incremental benefit, that's not that significant. And so I think it was an important phase in the last 3, 4 years of learning for the OEMs as they're kind of reformulating their strategies around Level 3 and what do they really want to be able to offer that consumer, we're showing them what we can do. And that's where Tri-Lidar, I think, is important because it's a way of increasing lidar perception but at a lower system cost. You simplify the individual sensors to where you can bring their cost down and lower the total system cost. And I think we've talked about $200 for short-range sensor, less than $300 for long range. It has to go for mass adoption, it has to go well below that as well. So it's -- there's a lot of work to be done there. We're working with the OEMs on that. In the meantime, robotaxi and commercial vehicle, ADAS, those are real opportunities. And you're seeing that scale. MOVIA S is a great product for those, HALO is a good product for those applications. So we're focusing on that. And that's why the ACT in Las Vegas was so good. It showed us integrating HALO, long-range 1550 Time-of-Flight sensor with -- I think it was 4 MOVIA Ss. So you had Tri-Lidar, there were more sensors than 3. But it showed a full 360 perception system and point cloud around that. So 940 flash lidar with 1550 Time-of-Flight, long-range scanning lidar, all integrated into a unified perception system for that vehicle, which is a very powerful demonstration, giving them very good coverage. And so those types of demonstrations can continue to show, hey, MicroVision's value prop for those markets. Same with robotaxis, where that's moving forward. It's not at the same scale as pass cars would normally be, but it's still meaningful volume that we want to be a part of. And MOVIA S and HALO are great products for that. There you go. Long answer, Steve, sorry.