Ailing Tech Firm ParkerVision Eyes Big Ad Campaign for Its Milo Wi-Fi Product

The Milo whole-home Wi-Fi distribution product that ParkerVision introduced in the fall continues to be a learn-as-one-goes experience for the loss-ridden tech company, said CEO Jeffrey Parker on a Thursday earnings call. ParkerVision launched Milo in mid-October through Amazon Prime and its own online store. “We learned where Milo is doing a great job for consumers” but also where it “needed to be tuned a bit to deliver” on how some customers want to use the product, said Parker. Milo qualified for Amazon Prime’s “fulfilled by seller program,” which allows ParkerVision to “reach out” to market the product to Amazon Prime customers, “while still able to keep costs down by fulfilling those orders from our own facilities rather than through an Amazon distribution center,” said Chief Financial Officer Cindy Poehlman. ParkerVision's stock risks a Nasdaq delisting because the company doesn't meet its $35 million minimum "market value of listed securities" and because its shares are trading below "the $1 minimum bid price requirement," she said. The company nevertheless is “now geared up and taking Milo to the next steps,” including marketing the product to internet service providers through a broad “direct sales campaign,” said Parker. It’s also “actively pursuing” a direct-to-consumer “channel partner” that's offering “to take Milo on a comprehensive direct national TV, radio, newspaper and PR campaign,” he said. “This is a firm that has decades of experience in taking consumer products right to market in very successful campaigns.” The company’s goal is “to launch on air with them in late spring to early summer this year,” he said.