Todd DeBonis
Analyst · ROTH Capital. Your line is now open
So some of our customers actually -- some of the features we provide are always on calibration, some of the tone mapping, they're always on feature. The customer doesn't have the ability to turn on or off the feature. But some of the features we provide, the customer has the ability to turn it off and not view it or turn it on, depending on the content they're watching. And so the -- we do have end customers that track consumer behavior and how often they turn it on, or if they turn it on and leave it on. And what we've seen is positive evidence there that people -- that consumers have bought these phones, want to keep the features on, and more people as they discover them, would keep them on, which is, it's a good indicator, right? And then as far as a halo to new customers, I think the previous answer I gave you is a good one. I mean to me, the right halo will be -- as you can see, we have customers both in the mid range phone product line, and we have customers at the flagship level. And one of the indicators that we're looking for and we're pushing for hard is to have the halo effect of these high end flagships and all the benefits that we're bringing there to be demanded by the product management teams of the mid range phones that are marketing to their end markets. And we have seen recently -- I would say previously, before these announcements, we had some product marketing managers of these large phone companies that managed the mid range phones, really focus on cost, cost, cost, not differentiation. Now adding our mid range processor, this really not add that much to the cost. But if you're so focused on cost, you don't really open up your mind. We have seen especially in India, where they care about the cinematic experience, where they view a lot of video content over their phones. The product marketing teams wake up and demand this kind of experience in mid range phones. We'll see if that spreads out to design wins in that category. But the preliminary indicator looks good.