Andy Paul
Analyst · Barclays. Please proceed with your question.
Yes. So if you look at last year, clearly 2022 was the first year after the surge from the pandemic, even though 2022 was still significantly up, I think 40% or 50%, compared with 2019. So the market was bigger, but it was less than it was during the surge. In 2023 was more of the same. Now some of the things that happened in ‘23 was there was a lot of continued clearing out of inventory and discounts. Now, when that happens, if you've got a lot of discounts going on, the ASPs go down. I'm talking industry-wide. So therefore, the TAM is a little less than it should be when those discounting stops. And so there's more recovery that we're seeing on industry reports, more recovery on ASP than there are on units, meaning that it drives revenue up. So that's the first thing that we've seen. And then as we move through the year, we were pretty encouraged by activity around, not Prime Day, but Black Friday and Christmas. A lot of activity there at pretty reasonable prices. So we lent in on Black Friday, because we could do it without having to over discount and had pretty good results. So that's the sort of first thing. The market is definitely recovering from a decline, again, much bigger than it was before COVID, but a decline since the surge. Now for us, we've got a number of things going on in peripherals, right? One is that we've launched some really key products at the right price points that we know is the center of gravity for peripherals, especially on keyboards. The second thing is that, as we mentioned, we're going to be further launching or further rolling out customization. As you may know, the acquisition we did on SCUF was quite strategic. And last year, about 50% of the products that were sold to consumers were customized or personalized in some way, either with graphics or with other features, such as switches and paddles and that sort of thing. And we're going to do the same thing with the rest of our peripherals starting around the middle of the year. So we think there was a huge opportunity there. And the same thing happened with Drop, this company we just bought about four months ago. They're specializing in limited edition drops. And so the key thing for us was to get our factory sorted out so that we could take advantage of that at a fairly low cost premium. Those are the main things we expect to happen, yes.