Jeffrey Niew
Analyst · CJS Securities, your line is open.
Yes. Let me give you the VA line update first. Line is operating, not running at full capacity quite yet, but it is operating and producing parts. We sold parts off the line in Q4 and we'll continue to sell in Q1 and continue to ramp it through the first half, with the goal of hopefully by later this year sometime in the back-half getting to full capacity utilization. I would sit there and say our -- and I'll come all the way around back to the OTC market in a minute. Obviously, we're pursuing the true wireless market with the balanced armature, and I think we're seeing some success here in terms of design wins and things that will go to production. But we're also seeing that there is interest from the OTC market, as well as some of our hearing health customers in using product off the automated line. And this is a big technology development for us that is going to pay strong dividends over the years to come. And we're -- it's taken us longer than we expected, but where we are today, going forward, I think this is going to be a contributor. Now, specifically to the over-the-counter market, I think -- I said it before, we got to see how this develops. I think this is a great opportunity for us. Right? We are very well positioned to take advantage of over-the-counter market. It does not appear to us that the content is lower. It's so far -- we're seeing people who are doing things like this in terms of the pricing they put to the end market is very similar to the hearing aid, but it's really targeted people who have mild hearing loss, right? And so -- and that is where today there is very low penetration. I mean, if you look at -- I always giving my pyramid where there's 70%, 80% penetration of people who have profound hearing loss, roughly 50 with moderate, but it's 5% to 10% and there's millions of people who have it so, I think we're pretty optimistic that over the mid-term, the over-the-counter market can develop to bring people with mild hearing loss in, who otherwise wouldn't have had a hearing aid, that's number one. Number two is once they're brought in, once you lose hearing over over time as you age, they'll get their first real hearing aid from the traditional channel at an earlier age, and this is all going to drive more demand. And so that's why we see our hearing health business is GDP-plus. I mean, that's -- we used to say GDP, now it's GDP-plus. What that means yet in terms of the absolute numbers, hard to say, but it's definitely an upside to where we are today.