Patrick Lo
Analyst · Raymond James
Well, as a matter of fact, we've been pretty successful in the last few years to correct the profitability of our service provider business, which actually is equal if not better. The profitability than the nonservice provider channel. So a smaller portion or downward drag on the service provider revenue doesn't really increase the profitability because it's similarly profitable for the rest of the business. And we do believe that, in the Q2, we mentioned that the loss of leverage, I mean, if all of sudden, the top line drops so much, we cannot adjust our operating expenses. So that much is by keeping operating expenses flat, that is cutting half of the shortfall. And the other half, you're right, is mainly contra-revenue marketing that we're going to spend. So we're going to have in app, I mean on the web, banner pages and more of the marketing tools online, end caps in the stores, all those are contra-revenue exercises that we're going to pay for. We believe that it's necessary because by doing more of that, we get WiFi 6 more in front of people and when people step up, from a, let's say, 11ac router, which they normally would pay $149 into 11ax router, which would pay -- they pay out $199 or the other cases, 11ac router, they pay for $249 and step up and pay for $399 11ax router. That would basically lift ASP pretty significantly. As we have been doing in the last 3, 4 years, right, our major tool to expand the market, to keep the market from declining is not by reversing the unit decline, it's basically by boosting the ASP. So that strategy we believe has worked for us in the last 5, 6 years and it should work for us in next few quarters.