One of the more challenging parts of putting together a forecast for pro AV is deciding how much of the back-end technologies, like servers and storage, to include. The argument for at least some inclusion is that these technologies are playing a crucial role in the ultimate function of the solution through the storage, management and distribution of AV content along with some control capabilities. Further, they are a part of what the ultimate buyer spends on the solution. However, a traditional AV integrator might say, in many cases, 'We don't handle those components!' as they are many times provided by either embedded IT professionals or other specialist integrators. What this counter-argument misses is this is revenue that certainly COULD end up in the hands of a more horizontally integrated AV provider. It's an adjacent but realizable opportunity in that sense. This is the position we have taken with the Industry Outlook and Trends Analysis (IOTA) forecast for pro AV industry revenues. The IOTA forecasts represent the amount end-users spend on solutions, with their included products and services, and so includes a measure of more IT-sounding but important components. How much is included? In 2022 the IOTA estimates content management hardware, or media servers and storage, accounts for 27% of the global revenues or a full $70.4B. As large as that sounds, it is a small fraction of the total global server market, which many put at 10x that amount. Still too large and so not relevant for your company's proposed TAM analysis? It's always possible to filter it out of any estimate you use but given our goal of revealing possible opportunity to the marketplace, we've taken the perhaps controversial view of showing you those figures. Let's start a conversation if you disagree! I know we all tend to learn in those processes so we'd be happy to converse. Otherwise, we wish you many successes in realizing those adjacent opportunities for your business!