Nordic has identified an opportunity in its Systems Integration segment. Can anyone explain how the company can get customers to buy $2-m package instead of the current $200K package? Is it challenging? Or it's welcomed by the customer because it is more efficient and perhaps results in cost-savings from 'bulk' purchse?
I believe that Nordic will try to sell the expanded range to its regular customers first. The $2m is the complete suite of products, and I don't expect customers to order their entire package. Having said that, a wider range of products is definitely more appealing from a customer's point of view.
I suspect that they would start off with a few loyal customers, getting referrals and testemonials. This would install confidence in other customers and enhance their abilities with these new systems.
Note that the lucrative portion is not in the installation of such systems but the maintenance of them. So if they are successful in selling the expanded range, both the SI and MRO segments will improve.