Latest / Omni Talk Retail / The Past, Present & Future Of E Ink And ESLs With Bryan Chan | Spotlight Series

Transcript

The Past, Present & Future Of E Ink And ESLs With Bryan Chan | Spotlight Series · Omni Talk Retail

• 0:00
  Foreign.
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  Retail
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• 0:25
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  importantly,
• 0:26
  a
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• 0:27
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• 0:27
  too.
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  And
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  this
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  is
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  just
• 0:29
  one
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  of
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  great
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  at
• 0:31
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• 0:32
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• 0:32
  alongside
• 0:33
  our
• 0:33
  Retail
• 0:34
  Daily
• 0:34
  minute,
• 0:34
  which
• 0:35
  brings
• 0:35
  you
• 0:35
  a
• 0:35
  curated
• 0:35
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• 0:36
  of
• 0:36
  the
• 0:36
  most
• 0:36
  important
• 0:37
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• 0:37
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• 0:38
  every
• 0:38
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• 0:38
  and
• 0:39
  our
• 0:39
  signature
• 0:39
  podcast,
• 0:40
  the
• 0:40
  Retail
• 0:40
  Fast
• 0:41
  five
• 0:41
  that
• 0:41
  breaks
• 0:42
  down
• 0:42
  each
• 0:42
  week.
• 0:42
  The
• 0:43
  top
• 0:43
  five
• 0:43
  headlines
• 0:44
  making
• 0:44
  waves
• 0:45
  in
• 0:45
  the
• 0:45
  world
• 0:45
  of
• 0:45
  omnichannel
• 0:46
  retailing
• 0:47
  that
• 0:47
  comes
• 0:47
  your
• 0:47
  way
• 0:48
  every
• 0:48
  Wednesday
• 0:49
  afternoon.
• 0:49
  Hello
• 0:50
  everyone,
• 0:50
  I
• 0:50
  am
• 0:50
  one
• 0:50
  of
• 0:50
  your
• 0:51
  co
• 0:51
  hosts
• 0:51
  for
• 0:51
  today's
• 0:51
  interview,
• 0:52
  Chris
• 0:52
  Walton.
• 0:53
  And
• 0:53
  I'm
• 0:53
  Anne
• 0:53
  Mazinga.
• 0:54
  And
• 0:54
  we
• 0:55
  are
• 0:55
  pleased
• 0:55
  to
• 0:55
  introduce
• 0:56
  Brian
• 0:56
  Chan,
• 0:57
  the
• 0:57
  Senior
• 0:57
  Director
• 0:58
  of
• 0:58
  Business
• 0:58
  Development
• 0:59
  for
• 0:59
  the
• 1:00
  E
• 1:00
  Ink
• 1:00
  Corporation.
• 1:01
  E
• 1:02
  Ink
• 1:02
  is
• 1:02
  the
• 1:02
  technology
• 1:03
  that
• 1:03
  is
• 1:03
  at
• 1:03
  the
• 1:04
  forefront
• 1:04
  of
• 1:04
  the
• 1:04
  recent
• 1:05
  push
• 1:06
  towards
• 1:06
  ESL
• 1:07
  adoption
• 1:07
  throughout
• 1:08
  retail.
• 1:09
  And
• 1:09
  together
• 1:09
  with
• 1:09
  Brian,
• 1:10
  we're
• 1:10
  going
• 1:10
  to
• 1:10
  go
• 1:10
  deep
• 1:11
  on
• 1:11
  E
• 1:11
  Ink's
• 1:11
  history,
• 1:12
  why
• 1:12
  the
• 1:13
  industry
• 1:13
  is
• 1:13
  seeing
• 1:14
  the
• 1:14
  growth
• 1:14
  in
• 1:14
  adoption
• 1:15
  that
• 1:15
  it
• 1:15
  is,
• 1:16
  and
• 1:16
  where
• 1:16
  electronic
• 1:17
  ink
• 1:18
  and
• 1:18
  digital
• 1:18
  in
• 1:19
  store
• 1:19
  displays
• 1:20
  are
• 1:20
  going
• 1:20
  next.
• 1:21
  So,
• 1:21
  Brian,
• 1:21
  with
• 1:22
  all
• 1:22
  that
• 1:22
  out
• 1:22
  of
• 1:22
  the
• 1:22
  way,
• 1:23
  thank
• 1:23
  you
• 1:23
  for
• 1:24
  joining
• 1:24
  us
• 1:24
  and
• 1:24
  welcome
• 1:24
  to
• 1:25
  omnitalk.
• 1:26
  Thanks
• 1:27
  a
• 1:27
  lot,
• 1:27
  Chris.
• 1:27
  Thanks
• 1:27
  a
• 1:27
  lot,
• 1:28
  Ann.
• 1:28
  I
• 1:28
  would
• 1:28
  say
• 1:29
  I
• 1:29
  am
• 1:29
  a
• 1:30
  longtime
• 1:30
  listener,
• 1:30
  first
• 1:31
  time
• 1:31
  caller,
• 1:31
  so
• 1:31
  I
• 1:31
  really
• 1:32
  appreciate
• 1:32
  the
• 1:32
  opportunity
• 1:33
  to
• 1:33
  to
• 1:34
  come
• 1:34
  onto
• 1:34
  your
• 1:34
  show.
• 1:35
  We're
• 1:36
  so
• 1:36
  happy
• 1:36
  to
• 1:36
  have
• 1:37
  you.
• 1:37
  Thank
• 1:37
  you
• 1:37
  so
• 1:38
  much
• 1:38
  for
• 1:38
  making
• 1:38
  the
• 1:38
  time
• 1:39
  and
• 1:39
  for
• 1:39
  listening
• 1:40
  and
• 1:40
  supporting
• 1:40
  us
• 1:40
  as
• 1:41
  we
• 1:41
  go.
• 1:42
  This
• 1:42
  is
• 1:42
  a
• 1:42
  topic
• 1:43
  that
• 1:43
  Chris
• 1:43
  and
• 1:43
  I
• 1:43
  have
• 1:44
  been
• 1:44
  wanting
• 1:44
  to
• 1:45
  have
• 1:45
  you
• 1:45
  on
• 1:45
  to
• 1:45
  cover
• 1:46
  for
• 1:46
  a
• 1:46
  long
• 1:46
  time.
• 1:47
  But
• 1:47
  maybe
• 1:48
  just
• 1:48
  before
• 1:49
  we
• 1:49
  jump
• 1:49
  in,
• 1:50
  let's
• 1:50
  just
• 1:50
  have
• 1:51
  you
• 1:51
  explain
• 1:51
  for
• 1:52
  our
• 1:52
  listeners
• 1:52
  what
• 1:53
  E
• 1:53
  Ink
• 1:53
  is
• 1:54
  and
• 1:54
  kind
• 1:54
  of
• 1:54
  the
• 1:54
  origin
• 1:55
  story
• 1:55
  behind
• 1:56
  it,
• 1:56
  if
• 1:56
  you
• 1:56
  don't
• 1:56
  mind.
• 1:59
  Great.
• 1:59
  E
• 2:00
  Ink
• 2:00
  is
• 2:00
  a
• 2:01
  display
• 2:01
  technology,
• 2:02
  fundamentally.
• 2:04
  We
• 2:04
  have
• 2:05
  a
• 2:05
  very
• 2:05
  long
• 2:06
  history
• 2:07
  starting
• 2:08
  back
• 2:08
  from
• 2:08
  1997.
• 2:10
  It's
• 2:10
  a
• 2:10
  spin
• 2:11
  out
• 2:11
  from
• 2:11
  MIT
• 2:11
  Media
• 2:12
  Lab.
• 2:12
  There
• 2:13
  were
• 2:13
  some
• 2:14
  extremely
• 2:15
  bright
• 2:16
  individuals
• 2:17
  that
• 2:17
  discovered
• 2:18
  that
• 2:18
  they
• 2:18
  had
• 2:18
  a
• 2:19
  material
• 2:19
  that
• 2:19
  could
• 2:19
  change
• 2:20
  color.
• 2:20
  It
• 2:21
  looked
• 2:21
  like
• 2:21
  paper
• 2:22
  and
• 2:22
  it
• 2:22
  was
• 2:22
  very
• 2:23
  low
• 2:23
  power
• 2:24
  and
• 2:25
  they
• 2:25
  spun
• 2:25
  out
• 2:26
  E
• 2:26
  Ink
• 2:26
  out
• 2:27
  of
• 2:27
  that.
• 2:27
  And
• 2:27
  from
• 2:27
  the
• 2:28
  beginning
• 2:29
  till
• 2:29
  today,
• 2:30
  it's
• 2:30
  been
• 2:30
  a
• 2:31
  really
• 2:31
  great
• 2:31
  journey.
• 2:32
  And
• 2:32
  it's
• 2:32
  very,
• 2:32
  very
• 2:33
  exciting
• 2:34
  to
• 2:34
  see
• 2:34
  how
• 2:34
  the
• 2:34
  technology
• 2:35
  has
• 2:35
  adopted
• 2:36
  new
• 2:37
  improvements
• 2:38
  over
• 2:38
  the
• 2:38
  years
• 2:39
  and
• 2:39
  has
• 2:39
  gone
• 2:39
  into
• 2:40
  many,
• 2:40
  many
• 2:40
  different
• 2:40
  applications.
• 2:41
  Yeah,
• 2:42
  maybe
• 2:42
  take
• 2:43
  us
• 2:43
  through
• 2:43
  some
• 2:43
  of
• 2:43
  those
• 2:43
  applications.
• 2:44
  Too
• 2:44
  and
• 2:45
  kind
• 2:45
  of
• 2:45
  where
• 2:45
  they
• 2:45
  thought
• 2:46
  it
• 2:46
  would
• 2:46
  land
• 2:46
  and
• 2:47
  where
• 2:48
  it's
• 2:48
  being
• 2:48
  used
• 2:48
  today.
• 2:50
  Right.
• 2:50
  So
• 2:50
  electronic
• 2:51
  shelf
• 2:51
  labels
• 2:52
  definitely
• 2:52
  was
• 2:52
  not
• 2:52
  at
• 2:53
  the
• 2:53
  top
• 2:53
  of
• 2:53
  the
• 2:53
  list
• 2:54
  when
• 2:54
  really
• 2:54
  the
• 2:55
  company
• 2:56
  spun
• 2:56
  out.
• 2:57
  We've
• 2:57
  gotten
• 2:58
  lots
• 2:58
  of
• 2:58
  comments
• 2:59
  in
• 2:59
  the
• 2:59
  past
• 2:59
  about
• 3:00
  how
• 3:00
  is
• 3:00
  a
• 3:01
  very
• 3:01
  expensive
• 3:01
  novel
• 3:02
  technology
• 3:02
  going
• 3:02
  to
• 3:02
  replace
• 3:03
  a
• 3:04
  2
• 3:04
  cent
• 3:04
  paper
• 3:05
  tag.
• 3:06
  So
• 3:06
  actually
• 3:06
  in
• 3:06
  the
• 3:06
  beginning
• 3:07
  we
• 3:07
  had
• 3:08
  thoughts
• 3:08
  of
• 3:09
  replacing
• 3:09
  newspapers.
• 3:10
  Even
• 3:10
  at
• 3:11
  that
• 3:11
  time,
• 3:12
  readership
• 3:13
  was
• 3:13
  going
• 3:13
  in
• 3:14
  a
• 3:14
  decline.
• 3:15
  Some
• 3:16
  of
• 3:16
  our
• 3:16
  earliest
• 3:16
  investors
• 3:17
  were
• 3:17
  media
• 3:17
  companies,
• 3:18
  print
• 3:18
  media
• 3:18
  companies.
• 3:19
  And
• 3:19
  we
• 3:19
  thought
• 3:19
  we
• 3:20
  were
• 3:20
  going
• 3:20
  to
• 3:20
  save
• 3:21
  the
• 3:21
  newspaper
• 3:22
  print
• 3:22
  industry
• 3:23
  by
• 3:23
  having
• 3:24
  digital
• 3:24
  newspapers.
• 3:26
  It's
• 3:26
  panned
• 3:27
  out
• 3:27
  just
• 3:27
  slightly
• 3:28
  different
• 3:29
  With
• 3:29
  Amazon
• 3:30
  and
• 3:30
  Jeff
• 3:30
  Bezos
• 3:31
  launching
• 3:32
  the
• 3:32
  Amazon
• 3:32
  Kindle.
• 3:33
  We
• 3:33
  found
• 3:33
  a
• 3:34
  very
• 3:34
  nice
• 3:34
  home
• 3:35
  in
• 3:35
  books
• 3:36
  and
• 3:37
  just
• 3:37
  really
• 3:37
  tapped
• 3:38
  into
• 3:38
  the
• 3:38
  passion
• 3:39
  that
• 3:39
  people
• 3:39
  have
• 3:39
  in
• 3:40
  reading
• 3:40
  novels,
• 3:41
  reading
• 3:41
  books,
• 3:42
  and
• 3:42
  that's
• 3:42
  really
• 3:43
  what
• 3:43
  was
• 3:44
  our
• 3:44
  really
• 3:44
  first
• 3:44
  big
• 3:45
  success
• 3:47
  in
• 3:47
  applications.
• 3:48
  Got
• 3:48
  it.
• 3:49
  And
• 3:49
  I
• 3:49
  don't
• 3:49
  know
• 3:49
  if
• 3:49
  I
• 3:49
  told
• 3:49
  you
• 3:50
  this
• 3:50
  beforehand,
• 3:50
  but
• 3:51
  I
• 3:51
  actually
• 3:51
  did
• 3:51
  a
• 3:51
  case
• 3:52
  study
• 3:52
  on
• 3:52
  E.
• 3:52
  Inc.
• 3:53
  Back
• 3:53
  in
• 3:53
  2003
• 3:54
  as
• 3:55
  part
• 3:55
  of
• 3:55
  my
• 3:55
  Harvard
• 3:55
  Business
• 3:56
  School
• 3:56
  curriculum.
• 3:56
  And
• 3:57
  I
• 3:57
  can
• 3:57
  remember
• 3:57
  there
• 3:58
  they
• 3:58
  had
• 3:58
  this.
• 3:58
  Russ
• 3:59
  Wilcox
• 3:59
  was
• 3:59
  his
• 3:59
  name.
• 4:00
  He
• 4:00
  came
• 4:00
  into
• 4:00
  the
• 4:00
  classroom,
• 4:00
  he
• 4:01
  talked
• 4:01
  all
• 4:01
  about
• 4:01
  it
• 4:01
  and
• 4:01
  they
• 4:02
  were
• 4:02
  talking
• 4:02
  through
• 4:02
  all
• 4:02
  the
• 4:02
  different
• 4:03
  use
• 4:03
  cases.
• 4:03
  I
• 4:03
  think
• 4:03
  they
• 4:03
  were
• 4:04
  even
• 4:04
  looking
• 4:04
  at
• 4:05
  using
• 4:05
  it
• 4:05
  on
• 4:05
  meat
• 4:06
  or
• 4:06
  something
• 4:06
  like
• 4:06
  that
• 4:06
  at
• 4:06
  the
• 4:06
  time.
• 4:07
  I
• 4:07
  don't
• 4:07
  remember
• 4:07
  what
• 4:07
  the
• 4:07
  exact
• 4:08
  business
• 4:08
  case
• 4:08
  parameters
• 4:09
  were,
• 4:09
  but.
• 4:09
  But
• 4:09
  it's
• 4:10
  fascinating
• 4:10
  to
• 4:10
  see.
• 4:10
  Yeah,
• 4:11
  it's
• 4:11
  fascinating
• 4:11
  to
• 4:11
  see
• 4:11
  it
• 4:11
  grow
• 4:12
  and
• 4:12
  watch
• 4:12
  it
• 4:12
  from
• 4:12
  that
• 4:13
  time
• 4:13
  to,
• 4:13
  you
• 4:13
  know,
• 4:13
  like
• 4:14
  you
• 4:14
  said,
• 4:14
  go
• 4:14
  into
• 4:14
  Amazon
• 4:15
  and
• 4:15
  books.
• 4:16
  But
• 4:16
  I'm
• 4:16
  curious,
• 4:16
  Brian,
• 4:17
  like
• 4:17
  what,
• 4:18
  what
• 4:18
  happened
• 4:19
  in
• 4:19
  the
• 4:19
  marketplace
• 4:20
  that
• 4:21
  made
• 4:21
  people
• 4:21
  start
• 4:22
  to
• 4:22
  think,
• 4:22
  okay,
• 4:23
  yes,
• 4:23
  we
• 4:23
  can
• 4:23
  use
• 4:23
  this
• 4:24
  in
• 4:24
  a
• 4:24
  retail
• 4:25
  setting,
• 4:25
  particularly.
• 4:26
  A
• 4:26
  lot
• 4:26
  of
• 4:26
  things
• 4:26
  have
• 4:27
  happened
• 4:27
  over
• 4:27
  the
• 4:27
  years.
• 4:28
  One
• 4:29
  of
• 4:29
  the
• 4:29
  reasons
• 4:29
  why
• 4:30
  we
• 4:30
  kept
• 4:32
  a
• 4:32
  big,
• 4:33
  I
• 4:33
  guess,
• 4:34
  activity
• 4:34
  going
• 4:34
  on
• 4:34
  in
• 4:35
  this
• 4:35
  space
• 4:35
  is
• 4:35
  because
• 4:36
  while
• 4:36
  internally
• 4:37
  we
• 4:37
  didn't
• 4:37
  really
• 4:37
  understand
• 4:38
  retail
• 4:39
  retailers
• 4:40
  were
• 4:40
  coming
• 4:40
  to
• 4:40
  us
• 4:41
  almost
• 4:41
  from
• 4:41
  the
• 4:42
  good.
• 4:43
  I'll
• 4:43
  tell
• 4:43
  you
• 4:44
  a
• 4:44
  funny
• 4:44
  story.
• 4:45
  It
• 4:45
  was
• 4:45
  all
• 4:46
  about
• 4:46
  labor
• 4:46
  savings
• 4:46
  and
• 4:47
  operational
• 4:47
  savings.
• 4:47
  And
• 4:48
  I
• 4:49
  was
• 4:49
  talking
• 4:49
  with
• 4:49
  the
• 4:49
  retailer,
• 4:50
  I
• 4:50
  can't
• 4:50
  say
• 4:50
  who
• 4:50
  it
• 4:50
  was,
• 4:51
  I
• 4:51
  don't
• 4:51
  even
• 4:51
  think
• 4:51
  I
• 4:51
  remember.
• 4:52
  And
• 4:53
  they
• 4:53
  kept
• 4:53
  talking
• 4:53
  about
• 4:54
  belly
• 4:54
  loaders.
• 4:55
  Belly
• 4:55
  loaders.
• 4:55
  And
• 4:56
  I
• 4:56
  thought
• 4:56
  this
• 4:56
  was
• 4:56
  a
• 4:57
  technology
• 4:57
  in
• 4:58
  grocery
• 4:58
  stores.
• 4:59
  And
• 4:59
  I
• 4:59
  looked
• 5:00
  it
• 5:00
  up
• 5:00
  on
• 5:00
  Google.
• 5:00
  I
• 5:00
  couldn't
• 5:00
  find
• 5:01
  anything
• 5:01
  about
• 5:01
  it.
• 5:01
  So
• 5:01
  maybe
• 5:02
  it
• 5:02
  was
• 5:02
  just
• 5:02
  this
• 5:02
  particular
• 5:03
  retailer.
• 5:04
  So
• 5:04
  I
• 5:04
  had
• 5:04
  to
• 5:04
  politely
• 5:05
  just
• 5:05
  stop
• 5:05
  and
• 5:06
  ask,
• 5:07
  what's
• 5:07
  a
• 5:07
  belly
• 5:07
  loader?
• 5:08
  It
• 5:08
  sounds
• 5:08
  interesting.
• 5:09
  I
• 5:09
  have
• 5:09
  the
• 5:09
  same
• 5:09
  question,
• 5:10
  right,
• 5:11
  Nicholas?
• 5:12
  Oh
• 5:12
  yeah.
• 5:12
  If
• 5:12
  you
• 5:12
  have
• 5:13
  a
• 5:13
  case
• 5:13
  of
• 5:13
  Campbell
• 5:13
  Soup
• 5:14
  and
• 5:14
  you
• 5:15
  have
• 5:15
  a
• 5:15
  shelf
• 5:15
  tag
• 5:16
  or
• 5:16
  shelf.
• 5:16
  A
• 5:17
  shelf
• 5:17
  Edge,
• 5:18
  the
• 5:18
  belly
• 5:18
  loader
• 5:19
  is
• 5:19
  the
• 5:19
  guy
• 5:19
  that
• 5:19
  comes
• 5:19
  in
• 5:19
  at
• 5:20
  the
• 5:20
  night
• 5:20
  and
• 5:20
  he
• 5:20
  props
• 5:21
  the
• 5:22
  kind
• 5:22
  of
• 5:22
  the,
• 5:22
  the,
• 5:23
  the,
• 5:23
  the
• 5:23
  carton
• 5:24
  of
• 5:24
  all
• 5:24
  the
• 5:24
  soup
• 5:25
  on
• 5:25
  his
• 5:25
  belly
• 5:25
  and
• 5:26
  then
• 5:26
  one
• 5:26
  by
• 5:26
  one
• 5:26
  loads
• 5:27
  it
• 5:28
  onto
• 5:28
  the
• 5:28
  shelves
• 5:28
  and
• 5:29
  basically
• 5:29
  the
• 5:30
  restocking
• 5:30
  guy.
• 5:31
  And
• 5:31
  the
• 5:32
  point
• 5:32
  was
• 5:32
  these
• 5:33
  shelf
• 5:33
  tags
• 5:33
  need
• 5:33
  to
• 5:34
  be
• 5:34
  very
• 5:34
  robust
• 5:34
  because
• 5:35
  you
• 5:35
  have
• 5:36
  people
• 5:36
  like
• 5:37
  belly
• 5:37
  loaders
• 5:37
  that
• 5:38
  don't
• 5:38
  really
• 5:38
  think
• 5:39
  about
• 5:40
  in
• 5:40
  store
• 5:41
  logistics
• 5:41
  or
• 5:42
  technology
• 5:42
  that
• 5:43
  that's
• 5:43
  sitting
• 5:43
  on
• 5:43
  the
• 5:43
  shelf.
• 5:44
  So,
• 5:44
  so
• 5:44
  that
• 5:45
  kind
• 5:45
  of
• 5:45
  opened
• 5:45
  up
• 5:45
  our
• 5:46
  eyes
• 5:46
  like,
• 5:46
  wow,
• 5:46
  if
• 5:46
  we
• 5:46
  wanted
• 5:47
  this
• 5:47
  to
• 5:47
  become
• 5:47
  a
• 5:48
  success,
• 5:48
  we
• 5:49
  not
• 5:49
  only
• 5:49
  need
• 5:49
  to
• 5:49
  think
• 5:49
  about
• 5:50
  the
• 5:50
  technology
• 5:50
  side,
• 5:51
  but
• 5:51
  how
• 5:51
  it
• 5:51
  fits
• 5:51
  in
• 5:52
  with
• 5:52
  an
• 5:52
  existing
• 5:53
  ecosystem
• 5:54
  that's
• 5:55
  robust,
• 5:56
  lasts
• 5:56
  a
• 5:56
  long
• 5:56
  time
• 5:56
  and
• 5:57
  doesn't
• 5:57
  feel
• 5:57
  like
• 5:57
  tech
• 5:58
  to
• 5:58
  the
• 5:58
  people
• 5:58
  that
• 5:59
  are
• 5:59
  working
• 5:59
  in
• 6:00
  the
• 6:00
  retail
• 6:00
  stores.
• 6:01
  So,
• 6:02
  you
• 6:02
  know,
• 6:02
  just
• 6:02
  examples
• 6:03
  like
• 6:03
  that
• 6:03
  have
• 6:03
  helped
• 6:04
  us
• 6:04
  refine
• 6:04
  kind
• 6:05
  of
• 6:05
  the
• 6:05
  strategy
• 6:06
  and
• 6:07
  where
• 6:07
  we
• 6:07
  would
• 6:07
  invest
• 6:08
  in
• 6:08
  making
• 6:08
  improvements
• 6:09
  to
• 6:09
  the
• 6:10
  technology.
• 6:10
  So
• 6:10
  one
• 6:11
  obvious
• 6:11
  one
• 6:11
  is
• 6:11
  battery
• 6:12
  life.
• 6:12
  Nobody
• 6:12
  wants
• 6:13
  to
• 6:13
  replace
• 6:13
  batteries.
• 6:14
  And
• 6:14
  there
• 6:15
  were
• 6:15
  a
• 6:15
  few
• 6:15
  thoughts
• 6:15
  that
• 6:16
  we
• 6:16
  could
• 6:17
  start,
• 6:17
  not
• 6:17
  we
• 6:18
  as
• 6:18
  E
• 6:18
  ink,
• 6:18
  but
• 6:18
  as
• 6:19
  with
• 6:19
  our
• 6:19
  system
• 6:19
  integrators,
• 6:20
  start
• 6:20
  a
• 6:20
  service
• 6:21
  where
• 6:21
  people
• 6:22
  can
• 6:22
  go
• 6:22
  and
• 6:22
  just
• 6:22
  replace
• 6:23
  batteries.
• 6:24
  But
• 6:24
  quickly
• 6:25
  that
• 6:25
  became
• 6:26
  very
• 6:26
  obvious,
• 6:27
  would
• 6:27
  never
• 6:27
  work.
• 6:28
  When
• 6:28
  you
• 6:28
  have
• 6:28
  150,000
• 6:29
  tags
• 6:30
  in
• 6:30
  a
• 6:30
  store,
• 6:31
  you're
• 6:31
  not
• 6:31
  going
• 6:31
  to
• 6:31
  replace
• 6:31
  150,000
• 6:33
  batteries
• 6:33
  every
• 6:33
  year.
• 6:34
  So
• 6:34
  part
• 6:34
  of
• 6:35
  the
• 6:35
  technology
• 6:36
  push
• 6:36
  was
• 6:36
  to
• 6:36
  lower
• 6:36
  the
• 6:37
  power
• 6:37
  even
• 6:37
  more
• 6:38
  so
• 6:38
  you
• 6:38
  can
• 6:38
  get
• 6:38
  5
• 6:38
  years,
• 6:38
  7
• 6:39
  years
• 6:39
  battery
• 6:39
  life.
• 6:41
  So
• 6:41
  that's
• 6:42
  something
• 6:42
  that
• 6:42
  retailers
• 6:43
  didn't
• 6:43
  need
• 6:43
  to
• 6:44
  worry
• 6:44
  about
• 6:44
  nor
• 6:45
  manage.
• 6:46
  And
• 6:46
  then
• 6:47
  of
• 6:47
  course,
• 6:47
  color.
• 6:47
  Color
• 6:48
  was
• 6:48
  really
• 6:48
  what
• 6:49
  has
• 6:49
  really
• 6:50
  back
• 6:50
  in
• 6:51
  2013,
• 6:51
  that's
• 6:51
  when
• 6:51
  we
• 6:52
  launched
• 6:52
  our
• 6:52
  first
• 6:52
  color
• 6:53
  product.
• 6:53
  That
• 6:53
  was
• 6:53
  just
• 6:53
  the
• 6:53
  third
• 6:54
  color
• 6:55
  with
• 6:55
  black,
• 6:55
  white
• 6:56
  and
• 6:56
  red.
• 6:57
  And
• 6:57
  that
• 6:58
  is
• 6:58
  when
• 6:58
  we
• 6:59
  really
• 6:59
  started
• 6:59
  to
• 6:59
  see
• 6:59
  the
• 7:00
  ramp.
• 7:00
  And
• 7:01
  that
• 7:01
  was
• 7:01
  another
• 7:01
  very
• 7:02
  practical
• 7:03
  example
• 7:04
  from
• 7:04
  the
• 7:04
  retailers
• 7:05
  with
• 7:05
  black
• 7:06
  and
• 7:06
  white
• 7:06
  technology.
• 7:06
  They
• 7:07
  say,
• 7:07
  hey,
• 7:07
  we
• 7:07
  still
• 7:07
  need
• 7:07
  to
• 7:07
  walk
• 7:08
  around
• 7:08
  with
• 7:08
  our
• 7:08
  associates
• 7:10
  and
• 7:10
  put
• 7:11
  these
• 7:11
  little
• 7:11
  hang
• 7:11
  tags
• 7:12
  on
• 7:13
  the
• 7:13
  digital
• 7:14
  shelf
• 7:14
  labels.
• 7:15
  And
• 7:15
  that
• 7:16
  really
• 7:16
  cut
• 7:16
  into
• 7:17
  the
• 7:17
  operational
• 7:17
  savings
• 7:18
  that
• 7:18
  they
• 7:18
  were
• 7:18
  expecting
• 7:19
  because
• 7:19
  promotions
• 7:20
  are
• 7:20
  such
• 7:20
  a
• 7:20
  big
• 7:20
  part
• 7:21
  of
• 7:21
  retail.
• 7:22
  So
• 7:22
  then
• 7:22
  we
• 7:22
  knew
• 7:22
  that,
• 7:22
  hey,
• 7:23
  we
• 7:23
  needed
• 7:23
  a
• 7:23
  way
• 7:23
  to
• 7:23
  signal
• 7:24
  a
• 7:24
  promotion
• 7:24
  that
• 7:25
  also
• 7:25
  would
• 7:26
  result
• 7:26
  in
• 7:26
  some
• 7:27
  operational
• 7:27
  savings.
• 7:29
  Got
• 7:29
  it.
• 7:29
  And
• 7:30
  so
• 7:30
  where
• 7:30
  are
• 7:30
  you
• 7:30
  from
• 7:30
  a
• 7:30
  color
• 7:31
  standpoint
• 7:31
  now?
• 7:31
  Like
• 7:31
  I
• 7:31
  was,
• 7:32
  that's
• 7:32
  funny,
• 7:32
  I
• 7:32
  was
• 7:32
  going
• 7:32
  to
• 7:32
  ask
• 7:32
  you
• 7:33
  about
• 7:33
  that.
• 7:33
  Like,
• 7:33
  you
• 7:33
  know,
• 7:33
  did
• 7:33
  it,
• 7:34
  do
• 7:34
  you
• 7:34
  always
• 7:34
  start
• 7:34
  out
• 7:34
  with
• 7:34
  colors
• 7:35
  or
• 7:35
  like,
• 7:35
  you
• 7:36
  know,
• 7:36
  what,
• 7:36
  how
• 7:36
  has,
• 7:37
  how
• 7:37
  has
• 7:38
  the
• 7:38
  amount
• 7:38
  of
• 7:38
  colors
• 7:39
  grown?
• 7:39
  It
• 7:39
  sounds
• 7:39
  like
• 7:39
  you
• 7:40
  got
• 7:40
  to
• 7:40
  three
• 7:40
  around
• 7:41
  2012,
• 7:41
  13.
• 7:42
  But
• 7:43
  you
• 7:43
  know,
• 7:43
  what's
• 7:43
  happened
• 7:43
  since
• 7:44
  then?
• 7:45
  Yeah.
• 7:45
  So
• 7:46
  after
• 7:46
  the
• 7:46
  three
• 7:46
  color
• 7:47
  solution,
• 7:48
  e
• 7:48
  Ink
• 7:49
  launched
• 7:49
  a
• 7:50
  four
• 7:50
  color
• 7:50
  solution
• 7:51
  because
• 7:51
  yellow
• 7:51
  is
• 7:52
  another
• 7:52
  promotional
• 7:53
  color,
• 7:54
  I'm
• 7:54
  really
• 7:54
  happy
• 7:54
  to
• 7:55
  say.
• 7:55
  Right.
• 7:56
  Yellow
• 7:56
  and
• 7:56
  red,
• 7:56
  those
• 7:57
  are
• 7:57
  the
• 7:57
  only
• 7:57
  two
• 7:58
  that
• 7:58
  are
• 7:58
  kind
• 7:58
  of
• 7:58
  needed
• 7:59
  for,
• 7:59
  for
• 7:59
  retail.
• 8:00
  But
• 8:01
  really
• 8:01
  happy
• 8:01
  to
• 8:01
  say
• 8:02
  I'm
• 8:02
  very
• 8:02
  proud
• 8:03
  of
• 8:03
  the
• 8:03
  team.
• 8:03
  We
• 8:04
  have
• 8:04
  a
• 8:04
  full
• 8:04
  color
• 8:04
  solution
• 8:05
  now.
• 8:05
  We
• 8:06
  have
• 8:06
  actually
• 8:06
  two,
• 8:07
  three
• 8:08
  technologies
• 8:08
  that
• 8:08
  are,
• 8:09
  that
• 8:09
  are
• 8:09
  full
• 8:09
  color.
• 8:09
  Spectra
• 8:10
  6
• 8:11
  Gallery
• 8:11
  and
• 8:12
  Kaleido.
• 8:12
  So
• 8:13
  we
• 8:13
  have
• 8:13
  many
• 8:13
  options
• 8:14
  for
• 8:14
  colors
• 8:14
  depending
• 8:15
  on
• 8:15
  the
• 8:15
  application.
• 8:16
  Spectra6
• 8:17
  is
• 8:17
  focused
• 8:17
  on
• 8:17
  retail,
• 8:18
  Gallery
• 8:19
  is
• 8:19
  focused
• 8:19
  on
• 8:19
  our
• 8:20
  consumer
• 8:21
  products,
• 8:21
  and
• 8:21
  also
• 8:22
  Kaleido
• 8:22
  is
• 8:22
  our
• 8:23
  video
• 8:23
  rate
• 8:24
  color,
• 8:24
  which
• 8:24
  is
• 8:24
  really
• 8:25
  amazing.
• 8:26
  Interesting,
• 8:26
  Interesting.
• 8:26
  I
• 8:27
  want
• 8:27
  to
• 8:27
  ask
• 8:27
  you
• 8:27
  more
• 8:27
  about
• 8:27
  that
• 8:27
  later.
• 8:28
  All
• 8:28
  right.
• 8:29
  So
• 8:29
  Brian,
• 8:29
  one
• 8:29
  question
• 8:30
  that
• 8:30
  Ann
• 8:30
  and
• 8:30
  I
• 8:30
  had
• 8:30
  in
• 8:30
  preparing
• 8:31
  for
• 8:31
  this
• 8:31
  interview
• 8:31
  was
• 8:32
  it
• 8:32
  seems
• 8:33
  like
• 8:33
  Europe
• 8:33
  has
• 8:34
  been
• 8:35
  quicker
• 8:35
  to
• 8:35
  adopt
• 8:36
  electronic
• 8:37
  shelf
• 8:37
  labels
• 8:37
  than
• 8:38
  the
• 8:38
  US
• 8:40
  Is
• 8:40
  that
• 8:40
  estimation
• 8:41
  that
• 8:41
  Anna
• 8:41
  have
• 8:41
  true?
• 8:42
  And
• 8:43
  if
• 8:43
  so,
• 8:43
  I'm
• 8:43
  curious
• 8:44
  why
• 8:44
  you.
• 8:44
  Think
• 8:44
  that
• 8:44
  is
• 8:46
  absolutely
• 8:47
  true.
• 8:47
  100%
• 8:48
  true.
• 8:48
  Okay.
• 8:49
  100%
• 8:49
  true.
• 8:50
  Europe.
• 8:51
  Without
• 8:51
  Europe,
• 8:52
  I
• 8:52
  don't
• 8:52
  think
• 8:52
  the,
• 8:53
  the
• 8:53
  ESL
• 8:54
  market
• 8:54
  would
• 8:55
  be
• 8:55
  where
• 8:55
  it
• 8:55
  is
• 8:55
  today.
• 8:56
  Wow.
• 8:56
  Asia
• 8:57
  is
• 8:57
  probably
• 8:57
  the
• 8:57
  second
• 8:58
  market.
• 8:58
  Well,
• 8:58
  with
• 8:59
  Walmart
• 8:59
  jumping
• 8:59
  in
• 8:59
  now,
• 9:00
  I
• 9:00
  bet
• 9:00
  you
• 9:00
  the
• 9:00
  US
• 9:00
  Will
• 9:01
  become
• 9:01
  either
• 9:02
  number
• 9:02
  one
• 9:02
  or
• 9:03
  number
• 9:03
  two
• 9:04
  pretty
• 9:04
  quickly.
• 9:05
  But
• 9:05
  in
• 9:05
  Europe,
• 9:06
  they
• 9:06
  were
• 9:06
  always
• 9:07
  much
• 9:07
  more
• 9:08
  progressive
• 9:08
  in
• 9:09
  their
• 9:11
  consideration
• 9:11
  for,
• 9:12
  let's
• 9:13
  say,
• 9:13
  environmental
• 9:13
  concerns,
• 9:14
  for
• 9:14
  energy
• 9:15
  savings.
• 9:16
  And
• 9:16
  then
• 9:17
  labor
• 9:17
  costs
• 9:17
  in
• 9:17
  Europe
• 9:18
  tend
• 9:18
  to
• 9:18
  be
• 9:19
  a
• 9:19
  bit
• 9:19
  higher
• 9:19
  than
• 9:20
  in
• 9:20
  the
• 9:20
  U.S.
• 9:20
  u.S.
• 9:21
  Has
• 9:21
  traditionally
• 9:21
  been
• 9:22
  quite
• 9:22
  a
• 9:22
  low
• 9:24
  labor
• 9:25
  zone.
• 9:26
  And
• 9:26
  then
• 9:26
  also
• 9:27
  in
• 9:27
  Europe,
• 9:28
  the
• 9:29
  regulations
• 9:29
  are
• 9:30
  a
• 9:30
  little
• 9:30
  bit
• 9:30
  more
• 9:30
  complicated.
• 9:32
  In
• 9:32
  certain
• 9:32
  regions,
• 9:33
  the
• 9:33
  punishment
• 9:34
  for
• 9:37
  mispricing
• 9:37
  was
• 9:38
  a
• 9:38
  bit
• 9:38
  higher.
• 9:39
  So
• 9:39
  that
• 9:39
  also
• 9:40
  added
• 9:40
  to
• 9:40
  the
• 9:40
  ROI
• 9:42
  calculation
• 9:43
  in
• 9:43
  Europe,
• 9:44
  which
• 9:44
  didn't
• 9:45
  really
• 9:45
  apply
• 9:46
  broadly
• 9:46
  in
• 9:47
  the
• 9:47
  US
• 9:47
  So
• 9:48
  it
• 9:48
  just
• 9:48
  made
• 9:48
  a
• 9:48
  lot
• 9:48
  more
• 9:49
  sense
• 9:49
  for
• 9:49
  European
• 9:49
  retailers
• 9:50
  to
• 9:50
  adopt
• 9:51
  electronic
• 9:51
  shelf
• 9:52
  labels
• 9:52
  before.
• 9:52
  Before
• 9:53
  any
• 9:53
  other
• 9:53
  region.
• 9:54
  Yeah,
• 9:55
  that
• 9:55
  surprises.
• 9:56
  That
• 9:56
  surprises
• 9:56
  me.
• 9:57
  I
• 9:57
  mean,
• 9:57
  so,
• 9:57
  so
• 9:58
  you're
• 9:58
  saying,
• 9:59
  Brian,
• 9:59
  that
• 9:59
  sustainability
• 10:00
  was
• 10:01
  really
• 10:01
  the,
• 10:01
  the
• 10:01
  first
• 10:02
  or
• 10:02
  the
• 10:02
  biggest
• 10:03
  thing
• 10:03
  that
• 10:03
  kind
• 10:03
  of
• 10:04
  started
• 10:04
  this
• 10:05
  impact
• 10:06
  in
• 10:06
  Europe
• 10:07
  was
• 10:07
  that
• 10:08
  that
• 10:08
  was
• 10:08
  kind
• 10:08
  of
• 10:08
  the
• 10:08
  driver
• 10:09
  or
• 10:09
  was
• 10:09
  a
• 10:09
  combination
• 10:10
  of
• 10:10
  all,
• 10:10
  all
• 10:11
  the
• 10:11
  things
• 10:11
  you
• 10:11
  talked
• 10:11
  about?
• 10:13
  I
• 10:13
  think
• 10:13
  it
• 10:13
  is
• 10:13
  a
• 10:13
  combination.
• 10:14
  Okay.
• 10:15
  Sustainability
• 10:15
  has
• 10:16
  always
• 10:16
  been
• 10:16
  at
• 10:16
  the
• 10:16
  forefront
• 10:17
  in
• 10:17
  Europe
• 10:18
  and
• 10:19
  just
• 10:20
  operational
• 10:20
  efficiencies
• 10:21
  and
• 10:21
  doing
• 10:21
  things
• 10:22
  in
• 10:23
  an
• 10:23
  automated
• 10:23
  way
• 10:24
  has
• 10:24
  been
• 10:25
  a
• 10:26
  big
• 10:26
  push
• 10:26
  over
• 10:27
  there.
• 10:27
  And
• 10:27
  I
• 10:28
  think
• 10:28
  that's
• 10:28
  due
• 10:28
  to
• 10:30
  high
• 10:30
  labor
• 10:31
  situations.
• 10:32
  And
• 10:33
  they
• 10:34
  also
• 10:34
  want
• 10:35
  to
• 10:35
  be
• 10:35
  more
• 10:36
  productive.
• 10:36
  Right.
• 10:36
  So
• 10:37
  this
• 10:37
  also
• 10:37
  allows
• 10:37
  their
• 10:38
  existing,
• 10:39
  say,
• 10:39
  high
• 10:40
  wage
• 10:40
  labor
• 10:40
  force
• 10:40
  to
• 10:41
  be
• 10:41
  more
• 10:41
  productive,
• 10:41
  which
• 10:41
  is
• 10:42
  what
• 10:42
  you
• 10:42
  want
• 10:43
  in
• 10:43
  an
• 10:43
  organization.
• 10:44
  Brian,
• 10:44
  how
• 10:44
  much
• 10:45
  does
• 10:45
  the
• 10:45
  setup
• 10:45
  of
• 10:45
  retail
• 10:46
  over
• 10:46
  in
• 10:46
  Europe
• 10:47
  impact?
• 10:47
  The
• 10:48
  answer
• 10:48
  to
• 10:48
  this
• 10:48
  question
• 10:48
  too,
• 10:49
  I.
• 10:49
  E.
• 10:50
  Retailers
• 10:51
  are
• 10:51
  big
• 10:51
  by
• 10:51
  country
• 10:52
  as
• 10:52
  well
• 10:52
  as
• 10:53
  Here
• 10:53
  they're
• 10:54
  across
• 10:54
  many,
• 10:55
  many
• 10:55
  states,
• 10:55
  many
• 10:56
  different
• 10:56
  regulations.
• 10:57
  How
• 10:57
  does
• 10:57
  that
• 10:57
  play
• 10:58
  into
• 10:58
  things?
• 10:59
  That's
• 10:59
  a
• 10:59
  very
• 10:59
  insightful
• 11:00
  question.
• 11:01
  In
• 11:01
  Europe,
• 11:03
  I've
• 11:03
  heard
• 11:03
  it
• 11:03
  say
• 11:03
  that
• 11:04
  a
• 11:04
  state
• 11:04
  in
• 11:05
  the
• 11:05
  US
• 11:05
  is
• 11:05
  like
• 11:05
  a
• 11:06
  country
• 11:06
  in
• 11:07
  Europe
• 11:08
  and
• 11:09
  many
• 11:09
  of
• 11:09
  the
• 11:09
  retailers
• 11:10
  who
• 11:10
  are
• 11:10
  national
• 11:10
  brands
• 11:11
  or
• 11:11
  have
• 11:12
  national
• 11:12
  presence
• 11:13
  in
• 11:13
  Europe
• 11:13
  can
• 11:14
  make
• 11:14
  decisions
• 11:14
  at
• 11:15
  a
• 11:15
  national
• 11:15
  level.
• 11:16
  You
• 11:16
  would
• 11:17
  say
• 11:17
  you
• 11:17
  don't
• 11:17
  want
• 11:17
  to
• 11:17
  just
• 11:17
  roll
• 11:18
  out
• 11:18
  in
• 11:18
  individual
• 11:18
  states
• 11:19
  and
• 11:19
  not
• 11:19
  have
• 11:19
  a
• 11:19
  cohesive
• 11:20
  branding
• 11:21
  or
• 11:22
  a
• 11:22
  look
• 11:22
  and
• 11:23
  feel
• 11:23
  of
• 11:23
  your
• 11:23
  store.
• 11:24
  In
• 11:24
  the
• 11:25
  US
• 11:25
  a
• 11:25
  national
• 11:26
  deployment
• 11:26
  means
• 11:27
  all
• 11:27
  states.
• 11:28
  In
• 11:28
  Europe
• 11:29
  it
• 11:29
  means
• 11:29
  it's
• 11:30
  Germany
• 11:30
  or
• 11:30
  it's
• 11:31
  France
• 11:31
  or
• 11:31
  it
• 11:31
  could
• 11:31
  be
• 11:31
  Sweden.
• 11:32
  So
• 11:32
  the
• 11:32
  decision
• 11:33
  making
• 11:33
  is
• 11:34
  a
• 11:34
  little
• 11:34
  bit
• 11:34
  easier
• 11:35
  because
• 11:35
  of
• 11:35
  geographic
• 11:37
  considerations.
• 11:38
  It's
• 11:38
  much
• 11:38
  smaller,
• 11:39
  less
• 11:39
  stores,
• 11:40
  so
• 11:40
  slightly
• 11:41
  less
• 11:41
  capital
• 11:42
  investment.
• 11:43
  And
• 11:43
  also
• 11:44
  by
• 11:44
  nature
• 11:45
  there's
• 11:46
  a
• 11:46
  little
• 11:46
  bit
• 11:46
  more
• 11:46
  homo,
• 11:47
  it's
• 11:48
  a
• 11:48
  little
• 11:48
  bit
• 11:48
  more
• 11:48
  homogeneous
• 11:49
  within
• 11:49
  countries
• 11:50
  in
• 11:50
  Europe
• 11:50
  than
• 11:50
  it
• 11:51
  is
• 11:51
  in
• 11:51
  the
• 11:51
  US
• 11:51
  So
• 11:52
  what
• 11:52
  applies
• 11:52
  to
• 11:53
  one
• 11:53
  store
• 11:53
  in
• 11:53
  one
• 11:54
  state?
• 11:54
  It
• 11:55
  tends
• 11:55
  to
• 11:55
  apply
• 11:55
  to
• 11:56
  almost
• 11:56
  every
• 11:56
  store
• 11:57
  in
• 11:57
  every
• 11:58
  state
• 11:58
  in
• 11:58
  European
• 11:58
  countries.
• 11:59
  So
• 11:59
  that's
• 11:59
  a
• 11:59
  little
• 11:59
  bit
• 11:59
  different
• 12:00
  situation
• 12:01
  there.
• 12:01
  Which
• 12:02
  also
• 12:02
  helped
• 12:02
  with
• 12:02
  the
• 12:02
  adoption
• 12:03
  of
• 12:03
  ESLs.
• 12:06
  So
• 12:06
  Brian,
• 12:06
  as
• 12:06
  we
• 12:06
  think
• 12:07
  about,
• 12:07
  you
• 12:07
  mentioned
• 12:08
  obviously
• 12:09
  Walmart
• 12:10
  leaning
• 12:11
  in
• 12:11
  heavily
• 12:12
  to
• 12:12
  ESL
• 12:13
  rollout
• 12:14
  across
• 12:14
  their
• 12:14
  stores
• 12:15
  here
• 12:15
  in
• 12:15
  the
• 12:15
  US
• 12:17
  you
• 12:17
  mentioned
• 12:17
  that
• 12:18
  that
• 12:18
  is
• 12:18
  kind
• 12:18
  of
• 12:18
  the
• 12:19
  US
• 12:19
  crossing
• 12:19
  the
• 12:19
  chasm.
• 12:20
  And,
• 12:20
  and
• 12:20
  ESL
• 12:21
  is
• 12:21
  becoming
• 12:21
  more
• 12:21
  prevalent
• 12:22
  here.
• 12:23
  What
• 12:23
  other
• 12:24
  data
• 12:24
  do
• 12:24
  you
• 12:24
  have
• 12:25
  besides,
• 12:26
  you
• 12:26
  know,
• 12:26
  Walmart
• 12:27
  moving
• 12:27
  forward
• 12:28
  that
• 12:28
  kind
• 12:28
  of
• 12:29
  supports
• 12:29
  that
• 12:29
  idea
• 12:30
  that
• 12:30
  we
• 12:30
  might
• 12:31
  start
• 12:31
  to
• 12:31
  see
• 12:31
  more,
• 12:32
  more
• 12:32
  ESLs
• 12:33
  here
• 12:33
  in
• 12:33
  the
• 12:33
  States.
• 12:35
  Right.
• 12:36
  So
• 12:36
  Walmart
• 12:37
  is,
• 12:38
  has
• 12:38
  always
• 12:39
  been
• 12:39
  interested,
• 12:40
  I
• 12:40
  believe,
• 12:40
  and
• 12:41
  they're
• 12:41
  an
• 12:41
  amazing
• 12:41
  company
• 12:42
  that
• 12:42
  is
• 12:42
  really
• 12:43
  technology
• 12:44
  focused.
• 12:45
  But
• 12:46
  there
• 12:46
  was
• 12:47
  a
• 12:47
  lot
• 12:47
  of
• 12:47
  retailers
• 12:48
  that
• 12:48
  have
• 12:49
  come
• 12:49
  before
• 12:49
  that
• 12:49
  have
• 12:50
  done
• 12:50
  either
• 12:50
  deployments
• 12:51
  or
• 12:52
  proof
• 12:52
  of
• 12:52
  concept
• 12:53
  stores
• 12:54
  ranging
• 12:54
  from
• 12:54
  Target
• 12:55
  to
• 12:56
  Kohl's
• 12:57
  to
• 12:58
  Whole
• 12:58
  Foods
• 12:59
  Market,
• 13:00
  Schnucks,
• 13:01
  Hy
• 13:02
  Vee,
• 13:02
  all
• 13:02
  of
• 13:02
  these
• 13:03
  other
• 13:03
  retailers
• 13:04
  that
• 13:04
  maybe
• 13:04
  don't
• 13:05
  have
• 13:05
  the
• 13:05
  national
• 13:06
  presence
• 13:06
  that
• 13:06
  Walmart
• 13:07
  does.
• 13:07
  A
• 13:08
  lot
• 13:08
  of
• 13:08
  them
• 13:08
  have
• 13:08
  deployed,
• 13:09
  I
• 13:09
  should
• 13:09
  say,
• 13:10
  or
• 13:10
  have
• 13:10
  trialed
• 13:11
  ESLs.
• 13:12
  So
• 13:13
  Walmart
• 13:13
  is,
• 13:14
  I
• 13:14
  would
• 13:14
  say,
• 13:15
  the
• 13:15
  validating
• 13:16
  factor
• 13:16
  that
• 13:17
  all
• 13:17
  of
• 13:17
  these
• 13:17
  other
• 13:17
  retailers
• 13:18
  have,
• 13:18
  have
• 13:19
  put
• 13:19
  in
• 13:19
  all
• 13:19
  this
• 13:20
  extra
• 13:20
  effort.
• 13:20
  And
• 13:20
  now
• 13:21
  that
• 13:21
  Walmart
• 13:21
  has,
• 13:21
  has
• 13:22
  jumped
• 13:22
  in,
• 13:22
  really
• 13:22
  has
• 13:24
  proven
• 13:24
  that
• 13:24
  all
• 13:25
  of
• 13:25
  the,
• 13:25
  the
• 13:26
  operational
• 13:26
  savings
• 13:27
  and
• 13:27
  the
• 13:27
  benefits
• 13:27
  to
• 13:28
  improvements
• 13:28
  to
• 13:28
  ROI
• 13:29
  have,
• 13:30
  have,
• 13:31
  are
• 13:31
  actually
• 13:31
  a
• 13:31
  reality
• 13:32
  and
• 13:32
  not
• 13:32
  just
• 13:32
  something
• 13:32
  that's
• 13:33
  theoretical.
• 13:34
  Yeah,
• 13:34
  Brian,
• 13:35
  maybe
• 13:35
  even
• 13:35
  elaborate
• 13:36
  more
• 13:36
  on
• 13:36
  that
• 13:36
  for
• 13:37
  us.
• 13:37
  Like
• 13:37
  what
• 13:37
  are
• 13:37
  the
• 13:38
  things
• 13:38
  that
• 13:38
  have
• 13:39
  happened
• 13:39
  specifically
• 13:40
  with
• 13:41
  cost
• 13:41
  with
• 13:41
  ROI
• 13:42
  that
• 13:42
  have
• 13:43
  changed
• 13:43
  that
• 13:44
  for
• 13:44
  the
• 13:44
  U.S.
• 13:44
  because
• 13:45
  as
• 13:45
  you
• 13:45
  mentioned,
• 13:46
  we're,
• 13:46
  we're
• 13:46
  a
• 13:46
  much
• 13:46
  slower.
• 13:47
  The
• 13:48
  benefit
• 13:48
  really
• 13:48
  needs
• 13:48
  to
• 13:49
  be
• 13:49
  there
• 13:49
  for
• 13:50
  us
• 13:50
  to
• 13:50
  move
• 13:51
  forward
• 13:51
  here
• 13:51
  in
• 13:51
  the
• 13:51
  US
• 13:52
  beyond
• 13:52
  you
• 13:52
  know,
• 13:53
  just
• 13:53
  sustainability
• 13:54
  as,
• 13:55
  as
• 13:55
  you
• 13:55
  know,
• 13:56
  European
• 13:57
  countries
• 13:57
  are
• 13:58
  more
• 13:58
  likely
• 13:58
  to
• 13:59
  move
• 13:59
  forward
• 13:59
  with
• 13:59
  something
• 13:59
  like
• 14:00
  this.
• 14:00
  So
• 14:00
  what
• 14:01
  are
• 14:01
  those
• 14:01
  things
• 14:01
  that
• 14:02
  really
• 14:02
  pushed,
• 14:03
  pushed
• 14:03
  the
• 14:03
  US
• 14:04
  over
• 14:04
  the
• 14:04
  edge
• 14:04
  or
• 14:04
  Walmart
• 14:05
  in
• 14:05
  this
• 14:05
  case?
• 14:07
  In
• 14:07
  this
• 14:07
  particular
• 14:07
  case,
• 14:10
  if
• 14:10
  I
• 14:10
  were
• 14:10
  to,
• 14:11
  I
• 14:11
  don't
• 14:11
  know
• 14:12
  exactly.
• 14:12
  I'll
• 14:13
  just
• 14:13
  say
• 14:13
  that
• 14:13
  I'm
• 14:14
  not
• 14:14
  in
• 14:14
  the
• 14:14
  boardrooms
• 14:15
  at
• 14:15
  Walmart.
• 14:15
  But
• 14:16
  in
• 14:16
  theory,
• 14:16
  from
• 14:16
  what
• 14:17
  I
• 14:17
  hear
• 14:18
  from
• 14:18
  all
• 14:18
  of
• 14:18
  our
• 14:18
  partners
• 14:19
  and
• 14:19
  from
• 14:20
  all
• 14:20
  the
• 14:20
  industry
• 14:21
  trade
• 14:21
  groups
• 14:21
  that
• 14:21
  we
• 14:21
  participate
• 14:22
  in,
• 14:23
  it
• 14:23
  is
• 14:23
  the
• 14:23
  ROI
• 14:24
  that
• 14:24
  sounds
• 14:24
  boring
• 14:25
  but
• 14:26
  the
• 14:26
  original
• 14:27
  ESL
• 14:28
  calculations
• 14:29
  in
• 14:29
  the
• 14:29
  US
• 14:30
  perhaps
• 14:30
  started
• 14:30
  at
• 14:31
  36
• 14:31
  months,
• 14:32
  then
• 14:33
  it
• 14:33
  moved
• 14:33
  to
• 14:33
  26
• 14:34
  months,
• 14:35
  then
• 14:35
  it
• 14:35
  moved
• 14:35
  to
• 14:36
  18
• 14:36
  months
• 14:37
  and
• 14:37
  at
• 14:37
  beginning
• 14:38
  of
• 14:38
  18
• 14:38
  months
• 14:39
  kind
• 14:39
  of
• 14:39
  return
• 14:39
  on
• 14:39
  investments.
• 14:40
  So
• 14:40
  if
• 14:40
  you're
• 14:41
  going
• 14:41
  to
• 14:41
  spend,
• 14:41
  and
• 14:42
  I've
• 14:42
  heard
• 14:42
  this
• 14:42
  many
• 14:42
  times
• 14:43
  from
• 14:43
  retailers,
• 14:44
  if
• 14:44
  we
• 14:44
  have
• 14:44
  150
• 14:45
  million
• 14:45
  to
• 14:45
  spend,
• 14:46
  do
• 14:46
  we
• 14:47
  want
• 14:47
  to
• 14:47
  spend
• 14:47
  that
• 14:47
  on
• 14:49
  buying
• 14:50
  out
• 14:50
  all
• 14:50
  the
• 14:50
  ads
• 14:50
  of
• 14:51
  Sunday
• 14:51
  newspapers
• 14:52
  and
• 14:52
  a
• 14:52
  few
• 14:52
  commercials
• 14:53
  and
• 14:54
  billboards
• 14:55
  and
• 14:55
  getting
• 14:56
  the
• 14:56
  name
• 14:56
  out
• 14:56
  there
• 14:56
  for
• 14:57
  promotions,
• 14:57
  what's
• 14:58
  the
• 14:58
  return
• 14:58
  on
• 14:58
  ad
• 14:58
  spend
• 14:59
  there
• 14:59
  to
• 14:59
  revenue
• 15:00
  versus
• 15:01
  investing
• 15:01
  that
• 15:01
  same
• 15:01
  150
• 15:02
  million
• 15:03
  in
• 15:03
  infrastructure
• 15:04
  to
• 15:04
  reduce
• 15:05
  operational
• 15:05
  savings?
• 15:06
  So
• 15:06
  when
• 15:06
  we
• 15:07
  were
• 15:07
  at
• 15:08
  a
• 15:08
  higher
• 15:08
  return,
• 15:09
  sorry
• 15:10
  a
• 15:10
  longer
• 15:10
  return
• 15:11
  on
• 15:11
  investment,
• 15:12
  then
• 15:13
  the
• 15:13
  calculation
• 15:14
  was
• 15:14
  easy.
• 15:14
  I'd
• 15:15
  rather
• 15:15
  invest
• 15:15
  that
• 15:15
  money
• 15:16
  in
• 15:16
  something
• 15:17
  that
• 15:17
  provided
• 15:17
  something
• 15:17
  more
• 15:18
  immediate
• 15:18
  in
• 15:18
  terms
• 15:18
  of
• 15:19
  returns.
• 15:20
  Then
• 15:20
  we
• 15:20
  started
• 15:20
  hearing
• 15:21
  14
• 15:21
  months
• 15:22
  and
• 15:22
  then
• 15:23
  we
• 15:23
  started
• 15:23
  hearing
• 15:23
  12
• 15:24
  months.
• 15:24
  I
• 15:24
  don't
• 15:24
  think
• 15:24
  anyone
• 15:25
  will
• 15:25
  admit
• 15:25
  to
• 15:25
  12
• 15:25
  months.
• 15:27
  And
• 15:27
  then
• 15:27
  I
• 15:27
  heard
• 15:28
  something
• 15:28
  as
• 15:28
  crazy
• 15:28
  as
• 15:29
  a
• 15:29
  nine
• 15:29
  month
• 15:29
  return
• 15:29
  for
• 15:30
  one
• 15:30
  retailer.
• 15:31
  So
• 15:31
  if
• 15:31
  you
• 15:32
  have
• 15:32
  $150
• 15:33
  million
• 15:33
  to
• 15:33
  invest
• 15:34
  as
• 15:34
  an
• 15:34
  organization
• 15:35
  and
• 15:36
  you
• 15:36
  see
• 15:36
  a
• 15:36
  technology
• 15:37
  that
• 15:37
  can
• 15:37
  have
• 15:37
  a
• 15:37
  9
• 15:38
  month
• 15:38
  ROI
• 15:38
  or
• 15:38
  even
• 15:39
  a
• 15:39
  12
• 15:39
  month
• 15:39
  ROI,
• 15:40
  it
• 15:40
  almost
• 15:40
  becomes
• 15:41
  a
• 15:41
  no
• 15:41
  brainer.
• 15:42
  So
• 15:42
  I
• 15:42
  think
• 15:42
  that
• 15:42
  is
• 15:42
  really
• 15:43
  what
• 15:43
  the
• 15:43
  tipping
• 15:43
  point
• 15:44
  has
• 15:44
  been
• 15:44
  for
• 15:45
  retailers.
• 15:46
  And
• 15:46
  they
• 15:46
  can
• 15:46
  also.
• 15:47
  And
• 15:47
  that's
• 15:47
  from
• 15:47
  operational
• 15:48
  savings
• 15:48
  alone.
• 15:49
  Okay,
• 15:49
  I
• 15:49
  was
• 15:49
  going
• 15:50
  to
• 15:50
  say
• 15:50
  yeah,
• 15:50
  they
• 15:50
  can
• 15:50
  also
• 15:51
  do
• 15:51
  more
• 15:51
  now
• 15:51
  too.
• 15:52
  So
• 15:52
  you're
• 15:53
  getting
• 15:53
  more
• 15:53
  from
• 15:53
  them.
• 15:54
  Do
• 15:54
  you
• 15:54
  think
• 15:54
  there's
• 15:54
  one
• 15:55
  thing
• 15:55
  like
• 15:55
  you
• 15:55
  mentioned
• 15:56
  promotions
• 15:56
  being
• 15:57
  able
• 15:57
  to
• 15:57
  be
• 15:57
  incorporated
• 15:58
  into
• 15:58
  this?
• 15:58
  Do
• 15:59
  you
• 15:59
  think
• 15:59
  there's
• 15:59
  one
• 15:59
  thing
• 16:00
  that
• 16:00
  retailers
• 16:00
  were
• 16:01
  really
• 16:01
  like
• 16:01
  oh
• 16:02
  okay,
• 16:02
  Oper
• 16:03
  savings?
• 16:03
  Yes.
• 16:04
  But
• 16:04
  you
• 16:05
  know
• 16:05
  now
• 16:05
  we
• 16:05
  can
• 16:06
  you
• 16:06
  help
• 16:06
  them
• 16:07
  do
• 16:07
  pick
• 16:08
  to
• 16:08
  light,
• 16:08
  you
• 16:08
  know
• 16:09
  walking
• 16:09
  through
• 16:09
  people
• 16:10
  like
• 16:10
  what
• 16:10
  was
• 16:10
  the,
• 16:11
  the
• 16:12
  component
• 16:12
  of
• 16:13
  it
• 16:13
  that
• 16:13
  really
• 16:14
  you
• 16:14
  think
• 16:14
  set
• 16:15
  this
• 16:16
  in
• 16:16
  motion
• 16:16
  for
• 16:17
  the
• 16:17
  US
• 16:17
  retailers
• 16:19
  of
• 16:19
  all
• 16:19
  the
• 16:19
  benefits.
• 16:20
  So
• 16:20
  I
• 16:20
  will
• 16:20
  be
• 16:20
  very
• 16:21
  conservative
• 16:22
  with,
• 16:23
  with
• 16:23
  this
• 16:23
  answer
• 16:24
  in
• 16:24
  the
• 16:24
  sense
• 16:24
  that
• 16:25
  we
• 16:25
  try
• 16:25
  to
• 16:26
  do
• 16:26
  operational
• 16:26
  savings
• 16:27
  alone.
• 16:28
  Retailers
• 16:28
  are
• 16:29
  very
• 16:29
  tight
• 16:29
  lipped
• 16:30
  about
• 16:31
  how
• 16:31
  they
• 16:31
  Monetize
• 16:32
  other
• 16:32
  aspects
• 16:33
  of
• 16:33
  it,
• 16:33
  whether
• 16:34
  it's
• 16:35
  improved
• 16:36
  margins.
• 16:36
  And
• 16:36
  there's,
• 16:36
  there
• 16:37
  are
• 16:38
  university
• 16:39
  papers
• 16:39
  on
• 16:39
  how
• 16:40
  you
• 16:40
  can
• 16:40
  have
• 16:40
  dynamic
• 16:41
  pricing
• 16:41
  to
• 16:42
  reduce
• 16:42
  waste,
• 16:43
  especially
• 16:43
  in
• 16:44
  groceries.
• 16:44
  Yeah.
• 16:45
  And
• 16:45
  there's
• 16:46
  also
• 16:46
  the
• 16:46
  promotional
• 16:47
  aspect
• 16:47
  of
• 16:47
  it.
• 16:48
  What's
• 16:49
  really
• 16:49
  interesting
• 16:49
  that's
• 16:49
  kind
• 16:50
  of
• 16:50
  related
• 16:50
  to
• 16:50
  this
• 16:50
  point
• 16:51
  is
• 16:51
  in
• 16:51
  certain
• 16:51
  categories
• 16:52
  that
• 16:52
  have
• 16:53
  very
• 16:54
  fast
• 16:55
  price
• 16:56
  movement
• 16:56
  and
• 16:56
  very
• 16:57
  little
• 16:57
  differentiation
• 16:58
  in
• 16:58
  the
• 16:58
  product,
• 16:58
  we've
• 16:58
  seen
• 16:59
  those
• 16:59
  types
• 16:59
  of
• 16:59
  categories
• 17:00
  adopt
• 17:01
  ESL
• 17:01
  quickly
• 17:02
  and
• 17:02
  one
• 17:02
  example
• 17:03
  is
• 17:03
  in
• 17:03
  appliances.
• 17:04
  So
• 17:05
  if
• 17:05
  you
• 17:05
  have
• 17:05
  a
• 17:05
  Home
• 17:05
  Depot
• 17:05
  versus
• 17:06
  a
• 17:06
  Lowe's
• 17:06
  versus
• 17:07
  a
• 17:07
  local
• 17:07
  airport
• 17:08
  appliance,
• 17:08
  which
• 17:09
  is
• 17:11
  an
• 17:11
  appliance
• 17:11
  retailer
• 17:12
  here
• 17:12
  in
• 17:12
  California,
• 17:13
  there's
• 17:14
  promotions
• 17:14
  all
• 17:14
  the
• 17:14
  time.
• 17:15
  So
• 17:15
  we've
• 17:16
  seen
• 17:17
  electronic
• 17:17
  shelf
• 17:18
  labels
• 17:18
  and
• 17:18
  digital
• 17:18
  price
• 17:19
  tags
• 17:19
  be
• 17:19
  adopted
• 17:20
  in
• 17:20
  those
• 17:20
  categories
• 17:20
  a
• 17:21
  lot
• 17:21
  faster
• 17:21
  to
• 17:22
  be
• 17:22
  able
• 17:22
  to
• 17:22
  react
• 17:23
  to
• 17:23
  the
• 17:23
  very
• 17:23
  dynamic
• 17:24
  environment.
• 17:25
  But
• 17:26
  in
• 17:26
  reality,
• 17:27
  we
• 17:27
  try
• 17:28
  to
• 17:28
  stay
• 17:28
  within
• 17:28
  the
• 17:29
  operational
• 17:29
  savings
• 17:30
  side
• 17:30
  and,
• 17:31
  and
• 17:31
  then
• 17:32
  everything
• 17:32
  else
• 17:32
  is
• 17:32
  gravy
• 17:33
  because
• 17:33
  we
• 17:33
  found
• 17:33
  that
• 17:34
  if
• 17:34
  we
• 17:34
  can
• 17:34
  prove
• 17:35
  that
• 17:35
  you
• 17:36
  get
• 17:36
  an
• 17:36
  ROI
• 17:36
  in
• 17:37
  just
• 17:37
  operational
• 17:37
  savings,
• 17:38
  everything
• 17:39
  else
• 17:39
  is
• 17:39
  margin
• 17:39
  for
• 17:40
  the
• 17:40
  retailers
• 17:40
  and,
• 17:41
  and
• 17:42
  I
• 17:42
  think
• 17:42
  that
• 17:42
  it
• 17:42
  becomes
• 17:43
  a
• 17:43
  no
• 17:43
  brainer
• 17:43
  for,
• 17:44
  for
• 17:44
  the
• 17:44
  decision.
• 17:45
  So
• 17:45
  that's
• 17:45
  really
• 17:46
  interesting.
• 17:46
  So
• 17:46
  you're
• 17:46
  saying
• 17:46
  when
• 17:47
  you
• 17:47
  go
• 17:47
  into
• 17:47
  the
• 17:47
  boardrooms,
• 17:48
  that's,
• 17:48
  that's
• 17:48
  how
• 17:48
  you're
• 17:49
  telling
• 17:49
  them
• 17:49
  to
• 17:49
  evaluate
• 17:50
  whether
• 17:50
  or
• 17:50
  not
• 17:50
  to,
• 17:50
  to,
• 17:51
  to
• 17:51
  deploy
• 17:52
  an
• 17:52
  electronic
• 17:52
  shelf
• 17:53
  label,
• 17:53
  for
• 17:53
  example.
• 17:55
  Well,
• 17:55
  so
• 17:55
  I
• 17:55
  want
• 17:56
  to
• 17:56
  press
• 17:56
  you
• 17:56
  on
• 17:56
  that
• 17:56
  then
• 17:56
  because,
• 17:58
  and
• 17:58
  I
• 17:58
  understand
• 17:58
  what
• 17:58
  you're
• 17:58
  saying
• 17:58
  in
• 17:59
  terms
• 17:59
  of
• 18:00
  the
• 18:00
  time
• 18:00
  period
• 18:01
  to
• 18:01
  prove
• 18:01
  out
• 18:01
  the
• 18:01
  ROI
• 18:02
  coming
• 18:02
  down,
• 18:03
  but
• 18:03
  what
• 18:03
  are
• 18:03
  the
• 18:03
  hard
• 18:04
  things
• 18:04
  that
• 18:04
  are
• 18:05
  driving
• 18:06
  that
• 18:07
  state
• 18:07
  of
• 18:07
  the
• 18:07
  world?
• 18:09
  How
• 18:10
  much
• 18:10
  of
• 18:10
  the
• 18:10
  tag
• 18:10
  costs
• 18:11
  come
• 18:11
  down?
• 18:11
  As
• 18:11
  an
• 18:11
  example,
• 18:13
  does
• 18:13
  cloud
• 18:14
  computing
• 18:14
  factor
• 18:15
  into
• 18:15
  this?
• 18:15
  I
• 18:15
  got
• 18:15
  to
• 18:15
  think
• 18:16
  it
• 18:16
  does.
• 18:16
  Anything
• 18:17
  you
• 18:17
  can
• 18:17
  give
• 18:17
  us
• 18:17
  there,
• 18:17
  Brian?
• 18:18
  Yeah,
• 18:19
  absolutely.
• 18:20
  I
• 18:20
  think
• 18:21
  back
• 18:21
  when
• 18:21
  we
• 18:21
  started
• 18:23
  really
• 18:23
  having
• 18:24
  our
• 18:24
  first
• 18:24
  customers
• 18:24
  in
• 18:25
  this
• 18:25
  space.
• 18:25
  So
• 18:26
  tag
• 18:26
  costs
• 18:26
  have
• 18:26
  come
• 18:26
  down.
• 18:27
  I
• 18:27
  mean,
• 18:27
  that's,
• 18:27
  I'll
• 18:28
  jump
• 18:28
  to
• 18:28
  the
• 18:28
  conclusion
• 18:29
  that's
• 18:29
  another
• 18:29
  huge
• 18:30
  factor
• 18:30
  in
• 18:31
  kind
• 18:31
  of
• 18:32
  the
• 18:32
  explosion
• 18:32
  of
• 18:32
  growth.
• 18:33
  I
• 18:33
  remember
• 18:33
  tags
• 18:34
  were
• 18:35
  regularly
• 18:36
  quoted
• 18:37
  at
• 18:37
  $20,
• 18:38
  $15,
• 18:39
  $12
• 18:39
  per
• 18:40
  tag.
• 18:40
  And
• 18:40
  if
• 18:40
  you
• 18:40
  have
• 18:41
  50,000
• 18:41
  tags
• 18:41
  in
• 18:42
  a
• 18:42
  store,
• 18:42
  30,000
• 18:42
  tags,
• 18:43
  you
• 18:43
  can
• 18:43
  imagine
• 18:44
  the
• 18:44
  cost
• 18:45
  per
• 18:45
  store.
• 18:46
  Yeah,
• 18:46
  I
• 18:46
  won't
• 18:46
  even
• 18:47
  venture
• 18:47
  to
• 18:47
  guess
• 18:48
  what
• 18:48
  tag
• 18:48
  prices
• 18:48
  are
• 18:49
  now,
• 18:49
  but
• 18:49
  let's
• 18:49
  just
• 18:49
  say
• 18:50
  it's
• 18:50
  low
• 18:50
  enough
• 18:50
  to
• 18:51
  have
• 18:51
  companies
• 18:51
  like
• 18:51
  Walmart
• 18:52
  deploy
• 18:52
  and
• 18:53
  they
• 18:54
  feel
• 18:54
  that
• 18:54
  it's
• 18:55
  valuable
• 18:56
  and
• 18:56
  for
• 18:56
  a
• 18:56
  small
• 18:56
  size
• 18:57
  tag.
• 18:57
  And
• 18:57
  when
• 18:58
  I
• 18:58
  say
• 18:58
  $15
• 18:59
  per
• 18:59
  tag,
• 19:00
  this
• 19:00
  was
• 19:00
  for
• 19:00
  the
• 19:00
  smallest
• 19:01
  2
• 19:02
  inch
• 19:02
  tag
• 19:02
  that
• 19:02
  you
• 19:02
  can
• 19:03
  think
• 19:03
  about.
• 19:04
  Right.
• 19:04
  Not
• 19:05
  the
• 19:05
  big
• 19:05
  one,
• 19:05
  two
• 19:05
  colors
• 19:07
  and
• 19:07
  black
• 19:07
  and
• 19:08
  white.
• 19:09
  So
• 19:09
  it
• 19:09
  was
• 19:09
  a
• 19:10
  tough
• 19:10
  sale
• 19:10
  for
• 19:10
  sure.
• 19:11
  Um,
• 19:12
  so
• 19:12
  that's
• 19:12
  one
• 19:12
  of
• 19:13
  the
• 19:13
  hard
• 19:13
  things
• 19:13
  that
• 19:13
  have
• 19:15
  really
• 19:15
  factored
• 19:16
  into
• 19:17
  the
• 19:18
  access
• 19:18
  adoption.
• 19:19
  And
• 19:20
  another
• 19:20
  thing
• 19:20
  is
• 19:21
  just
• 19:21
  we're
• 19:21
  in
• 19:21
  a
• 19:21
  much
• 19:21
  tougher
• 19:22
  and
• 19:22
  more
• 19:22
  competitive
• 19:23
  environment
• 19:23
  now
• 19:23
  in
• 19:23
  retail.
• 19:24
  There's
• 19:24
  online.
• 19:25
  People
• 19:25
  have
• 19:25
  been
• 19:26
  talking
• 19:26
  about
• 19:26
  omnichannel,
• 19:27
  as
• 19:27
  you
• 19:27
  probably
• 19:27
  know,
• 19:27
  for,
• 19:28
  for
• 19:29
  15,
• 19:30
  15
• 19:30
  years
• 19:30
  now,
• 19:31
  ever
• 19:31
  since
• 19:31
  the
• 19:31
  on
• 19:32
  first
• 19:32
  online
• 19:32
  store
• 19:33
  started
• 19:33
  to
• 19:33
  come
• 19:33
  online.
• 19:34
  And,
• 19:35
  and
• 19:36
  it's
• 19:36
  very
• 19:36
  competitive
• 19:37
  now
• 19:38
  with
• 19:38
  the
• 19:38
  tariff
• 19:38
  situation.
• 19:39
  We're
• 19:39
  hearing
• 19:39
  that
• 19:40
  this
• 19:40
  unknown
• 19:42
  kind
• 19:42
  of
• 19:42
  tax
• 19:43
  situation,
• 19:43
  pricing
• 19:44
  may
• 19:44
  have
• 19:44
  to
• 19:44
  be
• 19:44
  even
• 19:44
  more
• 19:45
  dynamic
• 19:45
  depending
• 19:45
  on
• 19:46
  the
• 19:47
  way
• 19:47
  that
• 19:47
  the
• 19:47
  global
• 19:48
  economy
• 19:48
  has
• 19:48
  to
• 19:49
  kind
• 19:49
  of
• 19:49
  settle
• 19:49
  out.
• 19:50
  So
• 19:51
  having
• 19:51
  a
• 19:51
  digital
• 19:51
  solution,
• 19:52
  a
• 19:52
  dynamic
• 19:53
  solution
• 19:53
  makes
• 19:54
  a
• 19:54
  lot
• 19:54
  of
• 19:54
  sense
• 19:54
  to
• 19:54
  be
• 19:54
  able
• 19:55
  to
• 19:55
  react
• 19:55
  to
• 19:55
  some
• 19:55
  of
• 19:55
  these
• 19:56
  external
• 19:56
  factors.
• 19:57
  Right,
• 19:57
  right.
• 19:58
  Yeah.
• 19:58
  So
• 19:59
  let's
• 19:59
  talk
• 19:59
  about
• 19:59
  that
• 19:59
  because
• 19:59
  you
• 20:00
  mentioned
• 20:00
  it
• 20:00
  a
• 20:00
  couple
• 20:00
  times
• 20:01
  already.
• 20:01
  So
• 20:02
  reactionary
• 20:03
  pricing.
• 20:06
  I've
• 20:06
  heard
• 20:06
  behind
• 20:06
  closed
• 20:07
  doors
• 20:07
  that
• 20:07
  pricing
• 20:07
  accuracy
• 20:08
  is
• 20:08
  what
• 20:09
  was,
• 20:09
  is
• 20:09
  what
• 20:09
  really
• 20:09
  drives
• 20:10
  the
• 20:10
  roi.
• 20:10
  When
• 20:11
  you
• 20:11
  get
• 20:11
  right
• 20:11
  down
• 20:11
  to
• 20:11
  it.
• 20:11
  You
• 20:12
  know,
• 20:12
  you
• 20:12
  can
• 20:12
  prove
• 20:12
  it
• 20:13
  out
• 20:13
  with
• 20:13
  operations.
• 20:13
  But
• 20:14
  what,
• 20:14
  where
• 20:15
  the
• 20:15
  smart
• 20:15
  retailers
• 20:16
  have
• 20:16
  invested
• 20:16
  in
• 20:16
  this,
• 20:17
  they've
• 20:17
  seen
• 20:17
  the
• 20:17
  value
• 20:18
  of
• 20:19
  what
• 20:19
  it
• 20:19
  can
• 20:19
  do
• 20:19
  from
• 20:20
  that
• 20:20
  for
• 20:20
  them
• 20:21
  in
• 20:21
  terms
• 20:21
  of
• 20:21
  pricing
• 20:21
  accuracy
• 20:22
  and
• 20:22
  promotional
• 20:23
  accuracy.
• 20:23
  And
• 20:24
  if,
• 20:24
  if
• 20:24
  that's
• 20:25
  the
• 20:25
  case,
• 20:25
  why,
• 20:26
  why
• 20:26
  is
• 20:26
  that?
• 20:26
  Brian.
• 20:29
  I
• 20:30
  think
• 20:30
  you
• 20:30
  and
• 20:31
  Ann
• 20:31
  could
• 20:31
  probably
• 20:32
  have
• 20:33
  have
• 20:33
  a
• 20:33
  better
• 20:33
  answer
• 20:33
  than
• 20:34
  I
• 20:34
  can,
• 20:34
  but
• 20:34
  I've
• 20:34
  heard
• 20:34
  things
• 20:35
  where
• 20:35
  you
• 20:35
  could
• 20:35
  have
• 20:36
  as
• 20:36
  low
• 20:36
  as
• 20:36
  50%
• 20:37
  compliance
• 20:37
  during
• 20:38
  a
• 20:38
  promotional
• 20:39
  period.
• 20:40
  And
• 20:40
  I
• 20:40
  won't
• 20:41
  tell
• 20:41
  you
• 20:41
  the
• 20:41
  retailer,
• 20:41
  but
• 20:42
  they
• 20:42
  told
• 20:42
  me
• 20:42
  at
• 20:42
  one
• 20:42
  point
• 20:43
  that
• 20:44
  the
• 20:44
  associates
• 20:44
  were
• 20:45
  getting
• 20:45
  so
• 20:45
  in
• 20:46
  ingenious
• 20:47
  that
• 20:47
  during
• 20:48
  the
• 20:48
  promotion
• 20:49
  they
• 20:49
  wanted
• 20:49
  to,
• 20:50
  to
• 20:50
  enforce
• 20:51
  that,
• 20:51
  hey,
• 20:52
  once
• 20:52
  you
• 20:52
  put
• 20:52
  a,
• 20:52
  a
• 20:53
  tag
• 20:53
  on
• 20:53
  there,
• 20:53
  you
• 20:53
  scan
• 20:54
  the
• 20:54
  tag
• 20:54
  and
• 20:55
  you
• 20:55
  scan
• 20:55
  the
• 20:55
  barcode
• 20:56
  and
• 20:56
  they
• 20:56
  would
• 20:56
  log
• 20:56
  in
• 20:56
  the
• 20:56
  system.
• 20:57
  I
• 20:57
  put
• 20:57
  the
• 20:57
  new
• 20:57
  tag
• 20:57
  up
• 20:58
  and
• 20:58
  what
• 20:58
  they
• 20:58
  were
• 20:58
  finding
• 20:59
  is
• 20:59
  that
• 20:59
  somebody
• 20:59
  had
• 21:00
  taped
• 21:01
  all
• 21:01
  the
• 21:01
  new
• 21:02
  tags,
• 21:02
  a
• 21:02
  single
• 21:02
  piece
• 21:02
  of
• 21:03
  paper
• 21:03
  and
• 21:03
  they
• 21:03
  just
• 21:03
  beep
• 21:03
  that
• 21:04
  one
• 21:04
  at
• 21:04
  a
• 21:04
  time
• 21:04
  without
• 21:05
  putting
• 21:05
  up
• 21:05
  any
• 21:05
  of
• 21:05
  the
• 21:05
  tags.
• 21:06
  And
• 21:06
  they,
• 21:06
  they
• 21:07
  basically
• 21:07
  claimed
• 21:07
  I
• 21:07
  did
• 21:08
  my
• 21:08
  job,
• 21:08
  I
• 21:08
  put
• 21:08
  up
• 21:08
  all
• 21:09
  the
• 21:09
  new
• 21:09
  promotional
• 21:09
  tags
• 21:10
  and,
• 21:10
  and
• 21:10
  that
• 21:10
  was
• 21:11
  it.
• 21:11
  But
• 21:11
  none
• 21:11
  of
• 21:11
  the
• 21:11
  promotion
• 21:12
  was
• 21:12
  up
• 21:12
  there
• 21:12
  now
• 21:13
  it
• 21:13
  was
• 21:13
  a
• 21:13
  major,
• 21:13
  major
• 21:14
  retailer
• 21:14
  and
• 21:16
  that
• 21:16
  was
• 21:16
  new
• 21:16
  to
• 21:16
  me.
• 21:17
  I've
• 21:17
  always
• 21:18
  been
• 21:18
  a
• 21:18
  kind
• 21:19
  of
• 21:19
  a
• 21:19
  California
• 21:19
  Silicon
• 21:20
  Valley
• 21:20
  person.
• 21:21
  So
• 21:21
  this,
• 21:22
  but
• 21:22
  this
• 21:22
  day
• 21:22
  to
• 21:23
  day
• 21:23
  reality
• 21:23
  is
• 21:23
  what
• 21:24
  retailers
• 21:24
  have
• 21:24
  to,
• 21:25
  to
• 21:25
  manage.
• 21:25
  And,
• 21:26
  and
• 21:26
  I
• 21:26
  think
• 21:27
  that
• 21:27
  is
• 21:28
  one
• 21:28
  of
• 21:28
  the
• 21:29
  interesting
• 21:29
  things
• 21:30
  about
• 21:30
  this
• 21:30
  space
• 21:31
  that
• 21:31
  not
• 21:31
  only
• 21:31
  do
• 21:32
  you
• 21:32
  have
• 21:32
  to
• 21:33
  have
• 21:33
  a
• 21:34
  good
• 21:34
  strategy,
• 21:34
  but
• 21:34
  you
• 21:35
  have
• 21:35
  to
• 21:35
  have
• 21:35
  a
• 21:35
  good
• 21:35
  execution
• 21:36
  plan
• 21:36
  as
• 21:36
  well.
• 21:37
  Right.
• 21:38
  That's
• 21:38
  my
• 21:38
  takeaway
• 21:39
  from
• 21:39
  what
• 21:39
  you
• 21:39
  said,
• 21:39
  is
• 21:40
  that
• 21:40
  the
• 21:41
  operational
• 21:41
  dynamics
• 21:42
  are
• 21:42
  one
• 21:42
  thing,
• 21:42
  but
• 21:42
  Actually
• 21:43
  the
• 21:43
  compliance
• 21:44
  of
• 21:44
  the
• 21:44
  execution
• 21:45
  is
• 21:45
  also
• 21:45
  a
• 21:46
  very
• 21:46
  key
• 21:46
  part
• 21:46
  of
• 21:47
  why
• 21:47
  these
• 21:47
  are
• 21:47
  an
• 21:47
  important
• 21:48
  solution
• 21:48
  or
• 21:48
  potentially
• 21:49
  an
• 21:49
  important
• 21:49
  solution
• 21:49
  going
• 21:50
  forward.
• 21:51
  Yeah,
• 21:52
  well,
• 21:52
  and
• 21:52
  Chris,
• 21:53
  remember
• 21:53
  we
• 21:53
  just
• 21:53
  talked
• 21:54
  to
• 21:55
  several
• 21:55
  people
• 21:56
  about
• 21:56
  the,
• 21:57
  the
• 21:57
  instituting
• 21:58
  the
• 21:58
  pricing
• 21:59
  software
• 21:59
  to
• 22:00
  help
• 22:00
  make
• 22:00
  sure
• 22:00
  that
• 22:00
  you're
• 22:01
  able
• 22:01
  to
• 22:01
  react
• 22:01
  to
• 22:02
  the
• 22:03
  changing
• 22:03
  dynamic,
• 22:04
  changing
• 22:05
  dynamics
• 22:05
  in
• 22:06
  the
• 22:06
  economy
• 22:06
  that
• 22:06
  Brian
• 22:07
  mentioned
• 22:07
  too.
• 22:07
  And
• 22:08
  the
• 22:08
  number
• 22:08
  one
• 22:08
  thing
• 22:09
  that
• 22:09
  we
• 22:09
  heard
• 22:09
  from
• 22:10
  Clear
• 22:10
  Demand
• 22:10
  was
• 22:11
  like
• 22:11
  you
• 22:11
  have,
• 22:11
  you
• 22:12
  know,
• 22:12
  ESLs
• 22:12
  are
• 22:13
  the
• 22:13
  only
• 22:13
  way
• 22:13
  for
• 22:13
  this
• 22:14
  to
• 22:14
  be
• 22:14
  done.
• 22:14
  Like
• 22:14
  you
• 22:15
  can,
• 22:15
  you
• 22:15
  can
• 22:15
  invest
• 22:15
  in
• 22:16
  pricing
• 22:16
  software
• 22:17
  like
• 22:17
  you're
• 22:17
  talking
• 22:17
  about
• 22:17
  being
• 22:18
  a
• 22:18
  key
• 22:18
  component
• 22:19
  in
• 22:19
  the
• 22:19
  boardrooms
• 22:20
  right
• 22:20
  now.
• 22:20
  But
• 22:20
  in
• 22:21
  order
• 22:21
  for
• 22:21
  that
• 22:21
  investment
• 22:22
  to
• 22:22
  pay
• 22:22
  off,
• 22:23
  you
• 22:23
  need
• 22:23
  to
• 22:23
  have
• 22:24
  the
• 22:24
  compliance
• 22:25
  like
• 22:25
  you're
• 22:25
  talking
• 22:26
  about,
• 22:26
  you
• 22:26
  need
• 22:26
  to
• 22:26
  have
• 22:27
  technology
• 22:27
  in
• 22:28
  place
• 22:28
  in
• 22:28
  order
• 22:28
  for
• 22:29
  that
• 22:29
  to
• 22:29
  actually
• 22:29
  make
• 22:30
  a
• 22:30
  difference
• 22:30
  in
• 22:30
  the
• 22:30
  store
• 22:31
  and
• 22:31
  for
• 22:31
  things
• 22:31
  to
• 22:31
  get
• 22:31
  done.
• 22:33
  Brian,
• 22:34
  I
• 22:34
  want
• 22:34
  to
• 22:34
  know
• 22:34
  where
• 22:34
  we
• 22:35
  go
• 22:35
  next.
• 22:35
  Like
• 22:36
  what
• 22:36
  you.
• 22:36
  I
• 22:36
  mean,
• 22:37
  do
• 22:37
  we
• 22:37
  have
• 22:37
  like
• 22:38
  six
• 22:38
  more
• 22:38
  color
• 22:39
  palettes
• 22:39
  coming
• 22:39
  out
• 22:40
  for
• 22:40
  E
• 22:40
  Ink?
• 22:40
  Like
• 22:41
  what
• 22:41
  more
• 22:41
  can,
• 22:42
  can
• 22:42
  happen
• 22:42
  here?
• 22:43
  What's
• 22:43
  the
• 22:43
  future
• 22:43
  look
• 22:44
  like?
• 22:45
  The
• 22:45
  future
• 22:45
  is
• 22:46
  colorful.
• 22:46
  I
• 22:47
  think
• 22:47
  that's
• 22:48
  the
• 22:48
  way
• 22:48
  to
• 22:48
  put
• 22:48
  it.
• 22:49
  We
• 22:50
  have
• 22:50
  a
• 22:51
  lot
• 22:51
  of
• 22:51
  interest
• 22:52
  in
• 22:52
  our
• 22:52
  Spectra
• 22:53
  6
• 22:53
  products.
• 22:53
  It's
• 22:54
  one
• 22:55
  many
• 22:55
  awards
• 22:55
  now.
• 22:56
  It's
• 22:56
  a
• 22:56
  very
• 22:57
  stunning
• 22:57
  looking
• 22:58
  display.
• 22:59
  The
• 22:59
  colors
• 22:59
  pop
• 23:00
  and
• 23:01
  we
• 23:01
  do
• 23:01
  feel
• 23:02
  that
• 23:02
  it
• 23:02
  is
• 23:03
  good
• 23:04
  enough
• 23:04
  for
• 23:06
  a
• 23:06
  retail
• 23:07
  media
• 23:07
  style
• 23:08
  or
• 23:08
  a
• 23:08
  promotional
• 23:09
  style
• 23:10
  display
• 23:11
  in
• 23:11
  the
• 23:11
  stores.
• 23:12
  And
• 23:12
  what's
• 23:12
  beautiful
• 23:13
  about
• 23:13
  the
• 23:13
  E
• 23:14
  Ink
• 23:14
  technology
• 23:14
  is
• 23:14
  that
• 23:15
  it's
• 23:15
  so
• 23:15
  low
• 23:15
  power.
• 23:16
  You
• 23:17
  have
• 23:17
  companies
• 23:18
  now
• 23:18
  talking
• 23:19
  about
• 23:19
  not
• 23:19
  even
• 23:20
  needing
• 23:20
  to
• 23:20
  recharge
• 23:21
  the
• 23:21
  battery
• 23:21
  ever.
• 23:22
  They
• 23:22
  put
• 23:23
  a
• 23:23
  small
• 23:23
  solar
• 23:24
  cell
• 23:24
  in
• 23:25
  the
• 23:25
  bezel.
• 23:25
  So
• 23:25
  it's
• 23:26
  very
• 23:26
  small.
• 23:26
  You
• 23:26
  don't
• 23:26
  even
• 23:27
  see
• 23:27
  it
• 23:27
  from
• 23:27
  a
• 23:27
  consumer's
• 23:28
  perspective.
• 23:29
  And
• 23:29
  you
• 23:30
  have
• 23:30
  a
• 23:30
  perpetual
• 23:31
  display
• 23:32
  that
• 23:32
  is
• 23:33
  untethered
• 23:34
  and
• 23:34
  you
• 23:35
  can
• 23:35
  place
• 23:35
  it
• 23:35
  everywhere.
• 23:36
  And
• 23:36
  that
• 23:36
  really
• 23:36
  has
• 23:37
  been
• 23:37
  resonating
• 23:37
  with
• 23:38
  the
• 23:38
  people
• 23:39
  that
• 23:39
  we've
• 23:39
  been
• 23:39
  talking
• 23:40
  to.
• 23:40
  Just
• 23:41
  adding
• 23:41
  power
• 23:42
  and
• 23:42
  running
• 23:42
  power
• 23:42
  to
• 23:42
  anywhere
• 23:43
  in
• 23:43
  the
• 23:43
  store
• 23:44
  is
• 23:44
  a
• 23:44
  nightmare.
• 23:45
  It's
• 23:45
  a
• 23:45
  headache.
• 23:45
  In
• 23:45
  fact,
• 23:46
  it's
• 23:46
  a
• 23:46
  showstopper
• 23:47
  and
• 23:47
  many
• 23:48
  times.
• 23:48
  So
• 23:48
  to
• 23:48
  have
• 23:49
  something
• 23:49
  that
• 23:49
  you
• 23:49
  can
• 23:49
  hang
• 23:50
  from
• 23:50
  the
• 23:50
  ceiling
• 23:51
  just
• 23:51
  on
• 23:52
  two
• 23:53
  pieces
• 23:53
  of
• 23:54
  rope
• 23:54
  or
• 23:54
  chain,
• 23:55
  or
• 23:55
  you
• 23:55
  could
• 23:56
  roll
• 23:56
  it
• 23:56
  around
• 23:56
  anywhere
• 23:57
  in
• 23:57
  the
• 23:57
  store
• 23:57
  and
• 23:57
  just
• 23:57
  place
• 23:58
  it
• 23:58
  anywhere
• 23:58
  and
• 23:58
  it
• 23:58
  just
• 23:58
  works.
• 23:59
  I
• 23:59
  think
• 23:59
  that
• 23:59
  is
• 24:00
  really
• 24:00
  where
• 24:00
  we
• 24:00
  see
• 24:01
  the
• 24:01
  future
• 24:01
  and
• 24:02
  hopefully
• 24:02
  that
• 24:02
  is
• 24:02
  what
• 24:03
  enables
• 24:04
  both
• 24:05
  the
• 24:05
  retailers
• 24:05
  to
• 24:05
  see
• 24:06
  a
• 24:06
  better
• 24:06
  return
• 24:07
  and
• 24:07
  see
• 24:08
  the
• 24:08
  value
• 24:08
  of
• 24:08
  this
• 24:08
  type
• 24:09
  of
• 24:09
  technology
• 24:10
  and
• 24:10
  be
• 24:10
  able
• 24:10
  to
• 24:11
  actually
• 24:11
  plan
• 24:12
  their
• 24:12
  future
• 24:12
  revenue
• 24:13
  strategies
• 24:14
  around,
• 24:14
  around
• 24:15
  digital
• 24:15
  displays.
• 24:16
  Got
• 24:17
  it
• 24:17
  right.
• 24:17
  So
• 24:17
  that,
• 24:18
  that
• 24:18
  makes
• 24:18
  me
• 24:18
  think
• 24:18
  of
• 24:19
  two
• 24:19
  things.
• 24:19
  One,
• 24:19
  when
• 24:19
  you
• 24:20
  talk
• 24:20
  like
• 24:20
  that,
• 24:20
  I'm
• 24:20
  thinking
• 24:20
  about
• 24:21
  retail
• 24:21
  media.
• 24:22
  So
• 24:22
  I
• 24:22
  have
• 24:22
  to
• 24:23
  imagine
• 24:23
  this
• 24:23
  is
• 24:24
  part
• 24:24
  and
• 24:24
  parcel
• 24:26
  what
• 24:26
  you
• 24:26
  guys
• 24:26
  are
• 24:26
  thinking
• 24:27
  about
• 24:27
  in
• 24:27
  terms
• 24:27
  of
• 24:27
  a
• 24:27
  way
• 24:27
  to
• 24:27
  help
• 24:28
  the
• 24:28
  retailers
• 24:28
  capture
• 24:29
  retail
• 24:29
  media.
• 24:30
  But
• 24:30
  then
• 24:30
  two,
• 24:30
  I'm
• 24:31
  curious,
• 24:31
  I
• 24:31
  want
• 24:31
  to
• 24:31
  get
• 24:31
  your
• 24:31
  thoughts
• 24:32
  on
• 24:32
  this
• 24:32
  because
• 24:32
  Ann
• 24:32
  and
• 24:32
  I
• 24:33
  have
• 24:33
  had
• 24:33
  a
• 24:33
  lot
• 24:33
  of
• 24:33
  discussions
• 24:34
  on
• 24:34
  our
• 24:34
  weekly
• 24:34
  podcast.
• 24:35
  A
• 24:35
  lot
• 24:35
  of
• 24:36
  questions
• 24:36
  about
• 24:37
  the
• 24:37
  investments
• 24:38
  going
• 24:38
  towards
• 24:39
  large
• 24:40
  screen
• 24:40
  video
• 24:40
  displays,
• 24:41
  you
• 24:41
  know,
• 24:41
  that
• 24:42
  require
• 24:43
  power
• 24:43
  and
• 24:44
  electrical
• 24:45
  cords
• 24:45
  and
• 24:46
  all
• 24:46
  that
• 24:46
  kind
• 24:46
  of
• 24:46
  stuff,
• 24:47
  that
• 24:47
  and
• 24:47
  maintenance.
• 24:48
  And
• 24:48
  so,
• 24:49
  you
• 24:49
  know,
• 24:50
  we've
• 24:50
  always
• 24:50
  been
• 24:50
  skeptical
• 24:51
  of
• 24:51
  that.
• 24:51
  Like
• 24:51
  do
• 24:51
  you
• 24:51
  think
• 24:52
  we're
• 24:52
  right
• 24:52
  to
• 24:52
  be
• 24:52
  skeptical
• 24:53
  of
• 24:53
  that
• 24:53
  or
• 24:53
  how
• 24:53
  do
• 24:53
  you,
• 24:54
  how
• 24:54
  do
• 24:54
  you
• 24:54
  look
• 24:54
  at
• 24:55
  that
• 24:55
  question?
• 24:56
  You
• 24:57
  are
• 24:57
  right
• 24:57
  to
• 24:57
  be
• 24:57
  skeptical.
• 24:58
  And
• 24:58
  I
• 24:58
  think,
• 24:59
  okay,
• 25:00
  with
• 25:00
  the
• 25:00
  retail
• 25:01
  media
• 25:01
  in
• 25:01
  store,
• 25:01
  physical
• 25:02
  stores,
• 25:03
  and
• 25:03
  I'm
• 25:03
  a
• 25:03
  hardware
• 25:03
  guy
• 25:04
  at
• 25:04
  heart,
• 25:04
  so
• 25:04
  I
• 25:05
  really
• 25:05
  love
• 25:05
  everything
• 25:06
  in
• 25:06
  the
• 25:06
  physical
• 25:06
  world.
• 25:07
  And
• 25:07
  when
• 25:08
  we
• 25:08
  say
• 25:08
  retail
• 25:08
  media,
• 25:09
  there
• 25:09
  tends
• 25:09
  to
• 25:10
  be
• 25:10
  a,
• 25:11
  a
• 25:11
  notion
• 25:11
  that
• 25:11
  it's
• 25:12
  online,
• 25:12
  online
• 25:13
  ads,
• 25:13
  which
• 25:13
  certainly
• 25:14
  that's
• 25:14
  where
• 25:14
  the,
• 25:14
  the
• 25:14
  revenue
• 25:15
  is
• 25:15
  coming
• 25:15
  from
• 25:15
  today.
• 25:16
  But
• 25:17
  we
• 25:17
  certainly
• 25:17
  hope
• 25:18
  that
• 25:18
  this
• 25:18
  will
• 25:18
  spill
• 25:19
  over
• 25:19
  into
• 25:19
  the
• 25:19
  physical
• 25:20
  world.
• 25:21
  And
• 25:21
  for
• 25:21
  the
• 25:21
  exact
• 25:22
  reason
• 25:22
  why
• 25:22
  you
• 25:23
  just
• 25:23
  mentioned,
• 25:23
  Chris,
• 25:24
  about
• 25:24
  having
• 25:26
  running
• 25:26
  electrical
• 25:26
  cords
• 25:27
  and
• 25:27
  TVs
• 25:28
  and
• 25:28
  these
• 25:29
  LED
• 25:30
  walls,
• 25:32
  that's
• 25:32
  a
• 25:32
  big
• 25:33
  investment.
• 25:34
  But
• 25:35
  today's
• 25:36
  environment
• 25:36
  or
• 25:37
  Today's
• 25:38
  promotional
• 25:39
  collateral,
• 25:40
  90%
• 25:41
  is
• 25:41
  still
• 25:41
  paper.
• 25:42
  So
• 25:42
  we're
• 25:42
  going
• 25:43
  to
• 25:43
  go
• 25:43
  with
• 25:43
  the
• 25:43
  same
• 25:44
  playbook.
• 25:44
  And
• 25:45
  we
• 25:45
  think
• 25:45
  this
• 25:45
  will
• 25:45
  be
• 25:46
  a
• 25:46
  winning
• 25:46
  strategy
• 25:47
  is
• 25:47
  that
• 25:48
  replace
• 25:49
  all
• 25:49
  your
• 25:49
  paper
• 25:50
  promotions
• 25:51
  with
• 25:52
  a
• 25:53
  digital
• 25:53
  equivalent.
• 25:55
  And
• 25:56
  there
• 25:56
  if
• 25:57
  you
• 25:57
  think
• 25:57
  about
• 25:57
  how
• 25:58
  some
• 25:58
  retailers
• 25:58
  hang
• 25:59
  promotions
• 25:59
  from
• 25:59
  their
• 26:00
  ceiling.
• 26:00
  Yeah,
• 26:01
  I
• 26:01
  could
• 26:01
  only
• 26:02
  imagine
• 26:02
  how
• 26:02
  much
• 26:02
  that
• 26:03
  costs.
• 26:03
  And,
• 26:04
  and
• 26:04
  every
• 26:04
  time
• 26:05
  they
• 26:05
  have
• 26:05
  to
• 26:05
  change
• 26:05
  campaigns,
• 26:06
  not
• 26:07
  just
• 26:07
  the
• 26:07
  cost
• 26:07
  of
• 26:07
  printing,
• 26:08
  but
• 26:08
  the
• 26:08
  labor
• 26:08
  alone.
• 26:09
  So
• 26:09
  if
• 26:09
  you
• 26:10
  have
• 26:10
  a
• 26:10
  solution
• 26:10
  for
• 26:10
  that
• 26:11
  and
• 26:11
  it
• 26:12
  makes
• 26:12
  sense
• 26:12
  from
• 26:12
  an
• 26:13
  operational
• 26:13
  perspective
• 26:14
  first,
• 26:15
  then
• 26:15
  the
• 26:15
  retail
• 26:16
  media
• 26:16
  side
• 26:16
  does
• 26:17
  become
• 26:17
  gravy.
• 26:18
  And
• 26:18
  even
• 26:18
  if
• 26:18
  that
• 26:18
  is
• 26:18
  the
• 26:19
  real
• 26:19
  compelling
• 26:19
  reason
• 26:19
  why
• 26:21
  people
• 26:21
  adopt
• 26:21
  digital
• 26:23
  signs
• 26:23
  in
• 26:23
  their
• 26:24
  stores,
• 26:24
  if
• 26:25
  you
• 26:25
  can
• 26:25
  prove
• 26:25
  out
• 26:25
  first
• 26:26
  that
• 26:26
  operationally
• 26:27
  there's
• 26:27
  a
• 26:27
  win,
• 26:28
  then
• 26:28
  I
• 26:28
  think
• 26:29
  we'll
• 26:29
  see
• 26:29
  an
• 26:29
  avalanche
• 26:30
  again.
• 26:30
  Another
• 26:31
  big,
• 26:32
  huge
• 26:33
  kind
• 26:33
  of
• 26:33
  a
• 26:33
  turnover
• 26:34
  going
• 26:34
  from
• 26:35
  traditional
• 26:35
  paper
• 26:35
  to
• 26:36
  digital.
• 26:36
  Well,
• 26:37
  and
• 26:37
  now
• 26:37
  that
• 26:37
  it's
• 26:38
  possible
• 26:38
  too,
• 26:39
  Brian,
• 26:39
  I
• 26:39
  mean,
• 26:39
  I
• 26:39
  think
• 26:40
  I
• 26:40
  just
• 26:40
  had
• 26:40
  Chris
• 26:41
  Ward,
• 26:42
  the
• 26:42
  head
• 26:42
  of
• 26:43
  stores
• 26:43
  for
• 26:44
  co
• 26:45
  op
• 26:45
  in
• 26:45
  the
• 26:45
  UK
• 26:45
  last
• 26:46
  week
• 26:46
  and
• 26:46
  he
• 26:46
  was
• 26:46
  talking
• 26:46
  about
• 26:47
  like
• 26:47
  it
• 26:47
  wasn't
• 26:48
  until
• 26:48
  there
• 26:49
  was
• 26:49
  the
• 26:49
  blue,
• 26:49
  their
• 26:50
  signature
• 26:50
  blue
• 26:51
  color
• 26:51
  that
• 26:51
  was
• 26:51
  available
• 26:52
  on
• 26:52
  these
• 26:52
  types
• 26:53
  of
• 26:53
  screens
• 26:53
  that
• 26:54
  they
• 26:54
  really
• 26:54
  were
• 26:54
  feeling
• 26:55
  like,
• 26:55
  okay,
• 26:55
  now
• 26:56
  we
• 26:56
  can
• 26:56
  go
• 26:56
  through
• 26:56
  with
• 26:57
  it
• 26:57
  because
• 26:57
  you
• 26:57
  can
• 26:58
  start
• 26:58
  to
• 26:58
  replace
• 26:58
  place
• 26:59
  some
• 26:59
  of
• 26:59
  the
• 26:59
  things
• 26:59
  that
• 26:59
  you're
• 27:00
  talking
• 27:00
  about
• 27:00
  in
• 27:01
  store,
• 27:01
  from
• 27:01
  promos
• 27:02
  to,
• 27:02
  you
• 27:03
  know,
• 27:03
  to
• 27:04
  any
• 27:04
  future
• 27:04
  retail
• 27:05
  media
• 27:05
  that
• 27:05
  they
• 27:05
  want
• 27:05
  to
• 27:06
  do
• 27:06
  you,
• 27:07
  you
• 27:07
  had
• 27:07
  those
• 27:07
  things
• 27:08
  had
• 27:08
  to
• 27:08
  be
• 27:08
  in
• 27:08
  place
• 27:09
  before
• 27:09
  you
• 27:09
  get
• 27:09
  full
• 27:10
  adoption.
• 27:10
  Is
• 27:10
  that
• 27:11
  something
• 27:11
  that
• 27:11
  you're
• 27:11
  seeing
• 27:12
  is
• 27:12
  happening
• 27:13
  with
• 27:13
  some
• 27:13
  of
• 27:13
  the
• 27:13
  other
• 27:14
  retailers
• 27:14
  as
• 27:15
  well?
• 27:16
  Absolutely.
• 27:17
  And
• 27:17
  that's,
• 27:18
  that
• 27:19
  is
• 27:19
  what
• 27:20
  we're,
• 27:20
  we're
• 27:20
  seeing.
• 27:22
  Certain
• 27:23
  retailers
• 27:23
  have
• 27:24
  very
• 27:24
  specific
• 27:24
  requirements
• 27:25
  and
• 27:25
  in
• 27:26
  order
• 27:26
  for
• 27:26
  them
• 27:26
  to
• 27:26
  adopt
• 27:27
  and
• 27:27
  we
• 27:27
  need
• 27:27
  to
• 27:28
  provide
• 27:28
  a
• 27:28
  certain
• 27:29
  technology.
• 27:30
  But
• 27:30
  once
• 27:30
  they
• 27:30
  deploy.
• 27:31
  This
• 27:31
  is
• 27:31
  the
• 27:31
  exciting
• 27:32
  part.
• 27:32
  Right
• 27:33
  now
• 27:33
  it's
• 27:33
  for,
• 27:33
  for
• 27:34
  the,
• 27:34
  especially
• 27:34
  for,
• 27:34
  for
• 27:35
  electronic
• 27:35
  shelf
• 27:35
  labels.
• 27:36
  Mostly
• 27:36
  it's
• 27:37
  pricing
• 27:37
  and
• 27:37
  promotion,
• 27:38
  but
• 27:38
  when
• 27:38
  you
• 27:38
  have
• 27:39
  full
• 27:39
  color,
• 27:39
  higher
• 27:39
  resolution
• 27:40
  tags
• 27:40
  that
• 27:40
  are
• 27:40
  coming
• 27:41
  in
• 27:41
  the
• 27:41
  future,
• 27:42
  you
• 27:42
  can
• 27:42
  imagine
• 27:43
  those
• 27:44
  small
• 27:45
  screen
• 27:45
  areas
• 27:46
  also
• 27:46
  becoming
• 27:47
  some
• 27:47
  form
• 27:48
  of
• 27:48
  monetization
• 27:49
  strategy
• 27:49
  for,
• 27:50
  for
• 27:50
  the
• 27:50
  retailer.
• 27:50
  So
• 27:51
  that's
• 27:51
  really
• 27:51
  exciting
• 27:52
  as
• 27:52
  well.
• 27:53
  So
• 27:53
  I
• 27:53
  think
• 27:54
  the
• 27:54
  future
• 27:54
  is,
• 27:55
  is
• 27:55
  very
• 27:56
  rosy,
• 27:56
  I
• 27:56
  think
• 27:56
  for
• 27:58
  the
• 27:58
  industry
• 27:58
  as
• 27:59
  a
• 27:59
  whole
• 27:59
  and
• 28:00
  I
• 28:01
  am
• 28:01
  very
• 28:02
  excited
• 28:02
  about
• 28:02
  it.
• 28:02
  I
• 28:03
  think
• 28:03
  retail
• 28:03
  is
• 28:03
  what
• 28:04
  drives,
• 28:05
  it's
• 28:06
  what
• 28:06
  we
• 28:06
  grew
• 28:06
  up
• 28:06
  with,
• 28:07
  right.
• 28:07
  Going
• 28:07
  to
• 28:07
  the
• 28:07
  malls,
• 28:08
  going
• 28:08
  to
• 28:08
  these
• 28:08
  giant
• 28:09
  department
• 28:09
  stores.
• 28:09
  And
• 28:10
  when
• 28:10
  I
• 28:10
  travel
• 28:11
  to
• 28:11
  other
• 28:12
  countries,
• 28:14
  retailers
• 28:14
  are
• 28:14
  thriving.
• 28:15
  It's
• 28:15
  packed
• 28:16
  shoulder
• 28:16
  to
• 28:16
  shoulder.
• 28:18
  So
• 28:18
  locally
• 28:19
  here,
• 28:19
  I
• 28:19
  just
• 28:20
  think
• 28:20
  that
• 28:20
  we're
• 28:21
  not
• 28:21
  seeing
• 28:21
  the
• 28:21
  same
• 28:21
  kind
• 28:22
  of
• 28:22
  energy.
• 28:23
  But
• 28:23
  I
• 28:23
  hope
• 28:24
  that
• 28:24
  in
• 28:24
  the
• 28:24
  U.S.
• 28:26
  you
• 28:26
  know,
• 28:26
  part
• 28:26
  of
• 28:27
  the
• 28:28
  benefits
• 28:28
  that
• 28:28
  we
• 28:29
  bring
• 28:29
  through,
• 28:29
  like
• 28:29
  say
• 28:30
  operational
• 28:30
  savings,
• 28:31
  make
• 28:31
  them,
• 28:33
  you
• 28:33
  know,
• 28:33
  enjoy
• 28:33
  their
• 28:34
  profits
• 28:34
  for
• 28:34
  all
• 28:34
  their
• 28:35
  hard
• 28:35
  work,
• 28:35
  that
• 28:36
  retail
• 28:36
  will
• 28:36
  begin
• 28:37
  to
• 28:37
  thrive
• 28:37
  even
• 28:38
  more
• 28:38
  here
• 28:38
  in
• 28:38
  the
• 28:39
  US
• 28:39
  as
• 28:39
  well.
• 28:40
  Yeah,
• 28:41
  I
• 28:41
  mean,
• 28:41
  this
• 28:42
  is
• 28:42
  a
• 28:42
  really
• 28:42
  great
• 28:42
  conversation
• 28:42
  to
• 28:43
  end
• 28:43
  on
• 28:43
  because,
• 28:43
  you
• 28:43
  know,
• 28:44
  Ann
• 28:44
  particularly
• 28:44
  gets
• 28:44
  me
• 28:45
  thinking
• 28:45
  like,
• 28:45
  you
• 28:46
  know,
• 28:46
  and
• 28:46
  this
• 28:46
  is
• 28:47
  one
• 28:47
  of
• 28:47
  the
• 28:47
  reasons
• 28:47
  I
• 28:47
  love
• 28:47
  doing
• 28:48
  this
• 28:48
  job
• 28:48
  because
• 28:49
  it's
• 28:49
  helps
• 28:50
  me
• 28:50
  think
• 28:50
  about
• 28:50
  things
• 28:50
  from
• 28:51
  the
• 28:51
  perspective
• 28:51
  of
• 28:51
  an
• 28:51
  executive
• 28:52
  making
• 28:52
  these
• 28:52
  decisions.
• 28:53
  And
• 28:53
  what
• 28:53
  tools
• 28:54
  would
• 28:54
  I
• 28:54
  want
• 28:54
  to
• 28:54
  be
• 28:55
  armed
• 28:55
  with
• 28:55
  if
• 28:55
  I
• 28:55
  came
• 28:55
  to
• 28:56
  the
• 28:56
  table
• 28:56
  having
• 28:56
  these
• 28:56
  discussions
• 28:57
  with
• 28:57
  somebody
• 28:57
  like
• 28:58
  you
• 28:58
  or
• 28:58
  an
• 28:58
  ESL
• 28:59
  provider
• 28:59
  or
• 29:00
  even
• 29:00
  an
• 29:00
  in
• 29:01
  store
• 29:01
  TV
• 29:01
  monitor
• 29:02
  provider,
• 29:02
  for
• 29:02
  lack
• 29:03
  of
• 29:03
  a
• 29:03
  better
• 29:03
  way
• 29:03
  to
• 29:03
  put
• 29:03
  it.
• 29:03
  And
• 29:04
  I
• 29:04
  think
• 29:04
  what
• 29:04
  I
• 29:04
  would
• 29:04
  say
• 29:05
  is
• 29:05
  like
• 29:05
  the
• 29:05
  framework
• 29:06
  for
• 29:06
  me
• 29:06
  after
• 29:06
  listening
• 29:07
  to
• 29:07
  this
• 29:07
  conversation
• 29:07
  would
• 29:08
  be,
• 29:08
  you
• 29:09
  start
• 29:09
  with
• 29:09
  the
• 29:09
  digital
• 29:09
  shelf
• 29:10
  labels
• 29:10
  because
• 29:10
  of
• 29:11
  all
• 29:11
  the
• 29:11
  reasons
• 29:11
  we
• 29:11
  talked
• 29:12
  about,
• 29:12
  they've
• 29:12
  been
• 29:13
  happening
• 29:13
  in
• 29:13
  Europe
• 29:13
  forever.
• 29:14
  And
• 29:15
  then
• 29:15
  I
• 29:15
  wouldn't
• 29:15
  leap
• 29:16
  forward
• 29:16
  to
• 29:16
  the
• 29:17
  in
• 29:17
  store
• 29:17
  digital
• 29:18
  screens,
• 29:18
  you
• 29:18
  know,
• 29:19
  the
• 29:19
  television
• 29:20
  screens,
• 29:20
  because,
• 29:20
  because
• 29:21
  that's
• 29:21
  too
• 29:21
  big
• 29:21
  of
• 29:22
  a
• 29:22
  leap
• 29:22
  right
• 29:22
  now.
• 29:22
  There's
• 29:23
  so
• 29:23
  many
• 29:23
  things
• 29:23
  that
• 29:23
  are
• 29:23
  unproven
• 29:24
  there.
• 29:24
  And
• 29:25
  you're
• 29:25
  going
• 29:25
  to
• 29:25
  look
• 29:25
  back
• 29:25
  on
• 29:26
  that
• 29:26
  investment,
• 29:26
  go
• 29:26
  wait,
• 29:26
  what
• 29:27
  am
• 29:27
  I
• 29:27
  doing?
• 29:27
  And
• 29:28
  instead
• 29:28
  I
• 29:28
  would
• 29:28
  take
• 29:28
  the
• 29:28
  approach
• 29:29
  of
• 29:29
  like,
• 29:29
  what
• 29:29
  is
• 29:29
  all
• 29:30
  this,
• 29:30
  you
• 29:30
  know,
• 29:30
  the
• 29:31
  potentially
• 29:31
  static
• 29:32
  imagery
• 29:32
  throughout
• 29:32
  my
• 29:33
  store
• 29:33
  that
• 29:33
  can
• 29:33
  be
• 29:33
  converted
• 29:34
  to
• 29:34
  an
• 29:34
  electronic
• 29:35
  display
• 29:36
  and
• 29:36
  Learn
• 29:37
  from
• 29:37
  that
• 29:37
  and
• 29:37
  go
• 29:37
  in
• 29:37
  that
• 29:38
  direction
• 29:38
  first
• 29:39
  and
• 29:39
  then
• 29:39
  potentially
• 29:40
  bite
• 29:40
  off
• 29:40
  even
• 29:41
  more
• 29:41
  down
• 29:41
  the
• 29:41
  road.
• 29:41
  But
• 29:42
  I
• 29:42
  think
• 29:42
  that,
• 29:42
  I
• 29:43
  think
• 29:43
  that's
• 29:43
  an
• 29:43
  important
• 29:43
  framework
• 29:44
  to
• 29:44
  share
• 29:44
  with
• 29:45
  our
• 29:45
  audience.
• 29:46
  100%.
• 29:46
  Brian.
• 29:46
  Anyway,
• 29:47
  any
• 29:47
  closing
• 29:48
  thoughts
• 29:48
  on
• 29:48
  that?
• 29:50
  I
• 29:50
  agree,
• 29:50
  100%.
• 29:51
  It
• 29:52
  is
• 29:52
  a
• 29:52
  big
• 29:52
  leap.
• 29:52
  And
• 29:53
  I
• 29:53
  listen
• 29:53
  to
• 29:53
  your
• 29:53
  show
• 29:54
  regularly
• 29:55
  and
• 29:55
  I
• 29:55
  really
• 29:56
  appreciate,
• 29:56
  Chris,
• 29:57
  the
• 29:57
  reality
• 29:58
  that
• 29:58
  you
• 29:58
  bring
• 29:58
  to
• 29:59
  the
• 29:59
  situation
• 29:59
  because
• 30:00
  people
• 30:00
  talk
• 30:00
  about
• 30:01
  how
• 30:02
  certain
• 30:02
  technologies
• 30:03
  or
• 30:03
  certain
• 30:03
  revolutions
• 30:03
  are
• 30:04
  going
• 30:04
  to
• 30:04
  happen
• 30:04
  in
• 30:04
  retail,
• 30:05
  but
• 30:06
  retail
• 30:06
  really
• 30:06
  is
• 30:07
  a
• 30:07
  brick
• 30:07
  and
• 30:07
  mortar,
• 30:08
  literally
• 30:09
  operation
• 30:10
  and
• 30:11
  technology,
• 30:12
  while
• 30:13
  is
• 30:13
  amazing,
• 30:14
  it
• 30:14
  can't
• 30:15
  solve
• 30:15
  all
• 30:15
  of
• 30:15
  the
• 30:16
  problems.
• 30:16
  So
• 30:17
  if
• 30:17
  we
• 30:17
  tackle
• 30:18
  the
• 30:18
  real
• 30:18
  world
• 30:19
  problems
• 30:19
  that
• 30:20
  retailers
• 30:20
  are
• 30:21
  facing
• 30:22
  without
• 30:22
  introducing
• 30:23
  more
• 30:23
  complexity,
• 30:23
  I
• 30:24
  think
• 30:24
  that
• 30:24
  is
• 30:24
  probably
• 30:24
  the
• 30:24
  winning
• 30:25
  strategy.
• 30:25
  And
• 30:25
  I
• 30:26
  think
• 30:26
  you've
• 30:26
  been
• 30:26
  kind
• 30:26
  of
• 30:26
  beating
• 30:27
  that
• 30:27
  drum
• 30:27
  for
• 30:28
  a
• 30:28
  long
• 30:28
  time.
• 30:29
  Yeah.
• 30:29
  Thank
• 30:30
  you.
• 30:30
  Yeah.
• 30:30
  And
• 30:30
  I
• 30:30
  think
• 30:30
  to
• 30:31
  your
• 30:31
  point
• 30:31
  too,
• 30:31
  keeping
• 30:31
  your
• 30:32
  focus
• 30:32
  on
• 30:32
  the
• 30:32
  metrics
• 30:33
  that
• 30:33
  you
• 30:33
  want
• 30:33
  to
• 30:33
  measure
• 30:33
  too,
• 30:34
  particularly
• 30:34
  the
• 30:34
  operational
• 30:35
  side
• 30:35
  of
• 30:35
  it,
• 30:35
  without
• 30:36
  getting
• 30:36
  hung
• 30:36
  up
• 30:36
  on
• 30:36
  all
• 30:36
  the
• 30:37
  increased
• 30:37
  revenue
• 30:38
  side
• 30:38
  of
• 30:38
  it,
• 30:38
  is
• 30:38
  important
• 30:39
  as,
• 30:40
  as
• 30:40
  well.
• 30:40
  I
• 30:40
  mean,
• 30:40
  and
• 30:40
  you
• 30:40
  and
• 30:40
  I
• 30:41
  know
• 30:41
  we've
• 30:41
  seen,
• 30:41
  we've
• 30:42
  seen
• 30:42
  so
• 30:42
  many
• 30:43
  failed
• 30:43
  attempts
• 30:43
  at
• 30:44
  screens.
• 30:44
  I
• 30:44
  think
• 30:45
  retailers
• 30:46
  like
• 30:46
  to
• 30:46
  equate
• 30:47
  digital
• 30:47
  in
• 30:47
  store
• 30:48
  with
• 30:48
  lots
• 30:48
  and
• 30:49
  lots
• 30:49
  of
• 30:49
  moving
• 30:50
  screens,
• 30:51
  you
• 30:51
  know,
• 30:51
  and
• 30:51
  I
• 30:52
  think
• 30:52
  that's
• 30:52
  just,
• 30:53
  I
• 30:53
  think
• 30:53
  that's
• 30:53
  the
• 30:54
  wrong
• 30:54
  way
• 30:54
  to
• 30:54
  think
• 30:54
  about
• 30:55
  things.
• 30:55
  You
• 30:55
  have
• 30:55
  to
• 30:55
  think
• 30:55
  about
• 30:55
  what
• 30:56
  is
• 30:56
  the
• 30:56
  purpose
• 30:56
  and
• 30:57
  what
• 30:57
  are
• 30:57
  you
• 30:57
  trying
• 30:57
  to
• 30:57
  solve
• 30:58
  for.
• 30:58
  Yeah,
• 30:59
  for
• 30:59
  sure.
• 30:59
  I
• 30:59
  think
• 30:59
  the
• 30:59
  great,
• 31:00
  the
• 31:00
  great
• 31:00
  point
• 31:00
  that
• 31:01
  you
• 31:01
  made
• 31:01
  was
• 31:01
  investing
• 31:02
  in
• 31:02
  the
• 31:02
  shelf
• 31:03
  labels
• 31:03
  first.
• 31:03
  Getting,
• 31:04
  getting
• 31:04
  to
• 31:04
  understand
• 31:05
  the
• 31:06
  ins
• 31:06
  and
• 31:06
  outs
• 31:06
  of
• 31:06
  how
• 31:07
  those
• 31:07
  work
• 31:07
  and
• 31:08
  the.
• 31:08
  Benefits
• 31:08
  get
• 31:09
  your
• 31:09
  prices
• 31:09
  right
• 31:09
  for
• 31:09
  your
• 31:09
  consumers.
• 31:10
  Yeah,
• 31:10
  right.
• 31:11
  Then
• 31:11
  open
• 31:12
  up
• 31:12
  not
• 31:13
  only
• 31:13
  the
• 31:13
  ROI
• 31:14
  to
• 31:14
  start
• 31:14
  testing
• 31:14
  these
• 31:15
  in
• 31:15
  other
• 31:15
  places
• 31:16
  or
• 31:16
  in
• 31:16
  other
• 31:16
  use
• 31:17
  cases,
• 31:17
  but
• 31:17
  also
• 31:18
  just
• 31:18
  the
• 31:18
  understanding
• 31:19
  of
• 31:20
  the
• 31:20
  flexibility
• 31:21
  and
• 31:21
  what
• 31:21
  you
• 31:21
  really
• 31:22
  can
• 31:22
  do
• 31:23
  and
• 31:23
  what's
• 31:23
  going
• 31:23
  to
• 31:23
  be
• 31:24
  possible
• 31:24
  in
• 31:24
  the
• 31:24
  future
• 31:25
  here
• 31:25
  like
• 31:25
  Brian
• 31:26
  was
• 31:26
  just
• 31:26
  talking
• 31:26
  about.
• 31:27
  Brian,
• 31:28
  thank
• 31:28
  you
• 31:28
  so
• 31:28
  much
• 31:29
  for
• 31:29
  taking
• 31:29
  the
• 31:29
  time
• 31:29
  with
• 31:30
  us
• 31:30
  today.
• 31:30
  It
• 31:30
  was
• 31:31
  so
• 31:31
  insightful.
• 31:33
  The
• 31:33
  history,
• 31:34
  you
• 31:34
  know,
• 31:34
  everything
• 31:35
  that
• 31:35
  you,
• 31:35
  you
• 31:35
  covered
• 31:36
  today
• 31:36
  was
• 31:36
  so
• 31:37
  wonderful
• 31:38
  regarding
• 31:38
  E
• 31:39
  Ink
• 31:39
  and
• 31:39
  digital
• 31:39
  shelf
• 31:40
  labels.
• 31:40
  But
• 31:40
  if
• 31:41
  people
• 31:41
  want
• 31:41
  to
• 31:41
  get
• 31:41
  in
• 31:41
  touch
• 31:42
  with
• 31:42
  you,
• 31:42
  there's
• 31:42
  more
• 31:42
  they
• 31:43
  want
• 31:43
  ask
• 31:43
  you
• 31:43
  about.
• 31:44
  I
• 31:45
  imagine
• 31:45
  there
• 31:46
  are
• 31:46
  several
• 31:46
  questions
• 31:47
  that
• 31:47
  they'll
• 31:47
  have.
• 31:48
  What's
• 31:48
  the
• 31:48
  best
• 31:48
  way
• 31:48
  for
• 31:49
  them
• 31:49
  to
• 31:49
  do
• 31:49
  that?
• 31:50
  Yeah,
• 31:51
  people
• 31:51
  can
• 31:51
  reach
• 31:51
  me
• 31:52
  on
• 31:52
  my,
• 31:52
  my
• 31:53
  LinkedIn.
• 31:54
  Just
• 31:54
  find
• 31:55
  me
• 31:55
  Brian
• 31:55
  Chan.
• 31:55
  Brian
• 31:56
  with
• 31:56
  a
• 31:56
  Y.
• 31:57
  Chan
• 31:57
  C
• 31:57
  H
• 31:57
  A
• 31:58
  N.
• 31:58
  And
• 31:58
  you
• 31:58
  could
• 31:58
  find
• 31:58
  me
• 31:59
  on,
• 31:59
  on
• 31:59
  LinkedIn.
• 32:00
  That's
• 32:00
  probably
• 32:00
  the
• 32:00
  best
• 32:00
  way
• 32:01
  to,
• 32:01
  to
• 32:01
  contact
• 32:01
  me.
• 32:02
  Awesome.
• 32:03
  Awesome.
• 32:03
  Yes.
• 32:03
  I
• 32:04
  can
• 32:04
  attest
• 32:04
  that
• 32:04
  you're
• 32:04
  very
• 32:05
  available
• 32:05
  through
• 32:05
  that
• 32:06
  medium
• 32:06
  so
• 32:07
  well,
• 32:07
  Brian,
• 32:07
  that
• 32:08
  wraps
• 32:08
  us
• 32:08
  up.
• 32:08
  Thank
• 32:08
  you
• 32:08
  so
• 32:09
  much
• 32:09
  to
• 32:09
  Brian
• 32:09
  Chan
• 32:10
  of
• 32:10
  E.
• 32:10
  Inc.
• 32:10
  For
• 32:10
  sitting
• 32:11
  down
• 32:11
  with
• 32:11
  us
• 32:11
  today.
• 32:12
  And
• 32:12
  thanks
• 32:12
  to
• 32:12
  everyone
• 32:13
  out
• 32:13
  there
• 32:13
  listening
• 32:13
  to
• 32:14
  this
• 32:14
  episode
• 32:14
  of
• 32:14
  our
• 32:14
  ongoing
• 32:15
  Retail
• 32:15
  Technology
• 32:16
  Spotlight
• 32:17
  podcast
• 32:17
  series.
• 32:18
  Please
• 32:18
  let
• 32:18
  us
• 32:18
  know
• 32:18
  what
• 32:19
  you
• 32:19
  thought
• 32:19
  of
• 32:19
  our
• 32:19
  interview
• 32:19
  with
• 32:20
  Brian
• 32:20
  on
• 32:20
  social
• 32:20
  media
• 32:21
  and
• 32:21
  also
• 32:21
  how
• 32:21
  we
• 32:21
  can
• 32:21
  do
• 32:22
  better.
• 32:22
  And
• 32:23
  as
• 32:23
  always,
• 32:23
  on
• 32:23
  behalf
• 32:24
  of
• 32:24
  all
• 32:24
  of
• 32:24
  us
• 32:24
  here
• 32:24
  at
• 32:24
  omnitalk,
• 32:25
  be
• 32:25
  careful
• 32:26
  out
• 32:26
  there.