Charles M. Swoboda
Analyst · Brian Lee with Goldman Sachs
Thanks, Mike. We are focused on 4 priorities to drive our growth in fiscal 2014. Our first priority is to continue to lead with innovation across our product lines and drive to cost parity with conventional technologies. In lighting, we're making great progress on both fixtures and bulb. The industry's first $99 street light has enabled Cree to, again, redefine customers' expectations for LED street lighting. And the introduction of the industry's first TrueWhite high-output area light has set a new bar for LED lighting in applications such as auto dealer lighting. We are seeing a similar reaction to the entire range of new products that we introduced last quarter, although it will take a few quarters to work through the bid process and build momentum for these products. I had a chance to attend the annual supplier meeting at The Home Depot a couple of weeks ago where the Cree LED bulb won the Home Depot 2013 Innovation Award. Cree was compared against some of the top new products and consumer brands in the world and was chosen as the best, which says a lot about our understanding of customer expectations for LED lighting products. One year ago, the Cree LED bulb was still an R&D idea, and Cree had never sold a branded consumer product. Today, we are setting the standard for consumer LED bulb. Working together with The Home Depot, we have changed the lighting category and changed consumer perceptions about LED bulb. How do we know it is working? I believe the proof is in our sales growth and how other big retailers and product companies have reacted with their own lower-priced LED bulb. Does this worry us? Not really, because we are not standing still. These other companies are under pressure to respond to Cree's innovation and appear to be making the same mistake the CFL industry made over the last 20 years, by trying to convince consumers to buy compromised products that are not as good as traditional light bulbs. LED bulbs should work better and cost less to own, delivering a no compromise solution. That is why the Cree LED bulb has been so successful. It looks like a regular lightbulb, it works as good or better than a regular bulb and it pays for itself. I believe the other guys will eventually realize that consumers are a lot smarter than they give them credit for and will have to come out with higher quality, no-compromise LED bulb. By then, we plan to continue being 1 or 2 product generations ahead, having raised consumer expectations even higher. We recently received ENERGY STAR qualification for the soft-white Cree LED bulb. This means these products can be purchased with an instant utility rebate, delivering consumers a high-quality LED bulb for under $5 in some markets. We target these rebates, combined with seasonally higher lighting sales, to significantly increase sales of the Cree LED bulb at The Home Depot in Q2. The number of utilities offering rebates, the size of the rebates and the amount of the money available for rebates will affect sell-through. We are seeing some early local rebate examples which have caused a significant spike in sales but it will be difficult to accurately forecast store sales in the near term. We're adding capacity and building some flexibility in our factory to respond to potentially increased sales to The Home Depot as we target bulb sales moving to another level in calendar 2014 based on our ability to bring on additional utility rebate. In LEDs, our SCQ technology has opened new applications for LED lighting to compete head-to-head with traditional incandescent, HID and fluorescent products. We continue to set a higher standard with new products like the XLamp XQ-E and high-density XLamp CXA array products. The high-density CXA array utilizes Cree's proprietary chip technology to double the system intensity of spot lights, and the XQ-E family redefines what is possible in terms of very small footprint power LEDs. Our success over the last year and the clear gap in our LED margins versus what the other companies report has validated the strength of our technology and our strategy to focus on lighting applications where our LEDs truly add value and make the customers' products better. This means that there are some low- and mid-power applications where we choose not to participate and instead, focus our R&D and sales resources where LEDs make a difference. In Power and RF, we continue to make incremental sales progress while we continue to invest in the technology and systems expertise to enable our customers to realize the full benefits of this technology platform. Our second priority is to build the Cree brand in both the commercial and consumer lighting segments by expanding our product offerings and continuing to invest in marketing the value of the Cree LED bulb and LED lighting directly to the end user. While we are making traditional marketing investments to build the Cree brand, I think it is important to point out that the Cree bulb is the foundation of the brand strategy. We see the process of selling the Cree bulb and what it means to consumers to be as important and valuable to building the brand as it is to driving incremental revenue and profits. While some may point out that consumer LED bulbs are a lower-margin category than are lighting fixture products, which is accurate, they are missing the point of our strategy. The Cree LED bulb is not a low-margin product strategy. It is a high-margin brand strategy. The success of this product category for Cree is more than sales growth and incremental profit contribution. It is also the tremendous long-term benefit of building the Cree brand. I think it is clear that the strategy is working. We are planning another significant media investment in Q2 to further raise awareness for the Cree LED bulb, take advantage of increased buying activity during lighting season and promote lower-price points due to ENERGY STAR rebates from utilities in certain markets. These media investments will vary from quarter-to-quarter as we adjust to seasonal trends and specific product opportunities. Our third priority is to focus on select market segments where we can upgrade existing lighting and drive adoption. We are currently working on both new product offerings and testing some new channel approaches to support this activity over the next several quarters. Our fourth priority is to build on the product momentum of FY '13 and continue to grow revenue and profits. We target revenue growth from new products and increased LED adoption and profit growth from the combination of higher sales, lower cost products and operating expense leverage. Our Q1 results demonstrate that we are on the right track with good revenue growth and even better operating leverage. We've proven that we can build the consumer bulb business and increase profits at the same time. We remain focused on the applications so we can provide a better value than traditional technology and drive LED adoption. While this may vary from quarter-to-quarter with product mix and the timing of marketing investments, we target incremental improvement in gross margins across our products, combined with operating leverage and R&D and G&A to drive the bottom line. As I mentioned earlier, Q2 total company backlog is similar to this point last quarter, but based on our current sales activity and project forecast, we are targeting growth in lighting, LEDs and Power and RF. Factory utilization is very high and while we are expanding capacity, execution is a critical factor supporting the higher targeted demand. At the same time, our LED and lighting businesses operate with short lead times, which adds variability to the accuracy of our forecast for the quarter. Based on our current backlog, forecast and trends in the business, we are targeting Q2 revenue to grow to a range of $400 million to $420 million, which is comprised of strong growth in lighting sales driven by LED fixtures and LED bulbs and incremental growth in LED and Power and RF sales. We target non-GAAP gross margins to be in a similar range at 38.5%, plus or minus, as we increase the mix of lighting fixture and bulb products as a percentage of our total sales. We target a significant increase in our marketing investment this quarter to promote the Cree LED bulb and take advantage of ENERGY STAR qualification and associated utility rebate to drive increased sales momentum. As a result, we target non-GAAP operating expense to increase approximately $5.5 million in Q2, and we target non-GAAP earnings in Q2 of $0.36 to $0.41 per diluted share. Please note that our non-GAAP targets exclude amortization of intangibles, stock-based compensation expense and related tax effects. It's important to keep in mind that Cree is a technology company first and one that is passionate about fundamentally changing the customer's lighting experience for the better. This translates to breakthrough products like the $99 street light, our entry into the consumer market with the $10 Cree LED bulb and our partnership with The Home Depot. This means we are less focused on the traditional approach to lighting sales, and we are shifting even more of our resources and attention to opening new markets to LED lighting and creating opportunities for Cree to both increase revenue and build our brand. Based on a recent Department of Energy report and despite our recent success, LED lighting currently represents less than 1% of all U.S. sockets. LED lighting remains a largely untapped opportunity, and we plan to continue to make significant investments in new products, new channels and building the Cree brand as we remain focused on driving mass adoption and our long-term customer goal of 100% upgrade to LED lighting. We'll now take analyst questions.