Bob Proctor 37:04
Well, I think we can we can make it work as like, you know, we think we have made it work, but it's back to, I like to think of them as a systems integrator really is, is has a value add, you have to ask the question, what is the value add, so that you can get the economics to work? If I go back to, you know, my enterprise software days, 20 years ago, you know, the systems integrators I used to think about was predominantly driven by there was so much implementation work for integration, that you couldn't scale your labor nearly fast enough, as a enterprise software companies, so you had to work through a systems integrator that was really doing a lot of the implementation services related work. Yes, as the value add. But as you start to bring that implementation services down to, you know, ideally close to zero, there's less and less work for them in the overall context of the solution. Right. And that's, you know, to me, the goal of IoT. And one of the things that's really nice about asset tracking is, you know, in the oversimplified sense, you slap a tag on something, and you're done with the, and then then I'm giving you a, you know, a report and the analytics, and, you know, with the API's and the cloud infrastructure, you know, connecting these systems together with micro services today is much simpler tasks, and it was, you know, years ago. So, you know, it's a question of, you know, where's the value add? Yeah, that's where I go to Field Services. Along with, you know, ongoing monitoring, managed services, or, you know, getting into some of the uniqueness of verticals, you know, we are integration, you know, we don't, for example, integrate into all the different trucking companies to set up shipping lanes for returnable assets, right, but we provide the data flow, and then si can play in there. So it's just a question of, as we mature a little bit, developing those partnerships, where it's where the core technology, the solution isn't marked up. But instead, you know, ancillary services are sold, and that's how they make their money.