Revenue | 3. Revenue The Company accounts for revenue using the following steps: ● Identify the contract, or contracts, with a customer ● Identify the performance obligations in the contract ● Determine the transaction price ● Allocate the transaction price to the identified performance obligations ● Recognize revenue when, or as, the Company satisfies the performance obligations The Company combines contracts with the same customer into a single contract for accounting purposes when the contracts are entered into at or near the same time and the contracts are negotiated as a single commercial package, consideration in one contract depends on the other contract, or the services are considered a single performance obligation. If an arrangement involves multiple performance obligations, the items are analyzed to determine the separate units of accounting, whether the items have value on a standalone basis and whether there is objective and reliable evidence of their standalone selling price. The total contract transaction price is allocated to the identified performance obligations based upon the relative standalone selling prices of the performance obligations. The standalone selling price is based on an observable price for services sold to other comparable customers, when available, or an estimated selling price using a cost plus margin approach. The Company estimates the amount of total contract consideration it expects to receive for variable arrangements by determining the most likely amount it expects to earn from the arrangement based on the expected quantities of services it expects to provide and the contractual pricing based on those quantities. The Company only includes some or a portion of variable consideration in the transaction price when it is probable that a significant reversal in the amount of cumulative revenue recognized will not occur or when the uncertainty associated with the variable consideration is subsequently resolved. The Company considers the sensitivity of the estimate, its relationship and experience with the client and variable services being performed, the range of possible revenue amounts and the magnitude of the variable consideration to the overall arrangement. As discussed in more detail below, revenue is recognized when a customer obtains control of promised goods or services under the terms of a contract and is measured as the amount of consideration the Company expects to receive in exchange for transferring goods or providing services. The Company does not have any material extended payment terms as payment is due at or shortly after the time of the sale. Observable prices are used to determine the standalone selling price of separate performance obligations, or a cost plus margin approach is used when observable prices are not available. Sales, value-added and other taxes collected concurrently with revenue producing activities are excluded from revenue. The Company recognizes contract assets or unbilled receivables related to revenue recognized for services completed but not yet invoiced to the clients. Unbilled receivables are recorded as accounts receivable when the Company has an unconditional right to contract consideration. A contract liability is recognized as deferred revenue when the Company invoices clients in advance of performing the related services under the terms of a contract. Deferred revenue is recognized as revenue when the Company has satisfied the related performance obligation. Deferred contract acquisition costs are included in other assets. The Company defers costs to acquire contracts, including commissions, incentives and payroll taxes, if they are incremental and recoverable costs of obtaining a customer contract with a term exceeding one year. Deferred contract costs are reported within other assets and amortized to selling expense over the contract term, which generally ranges from one to five years. The Company has elected to recognize the incremental costs of obtaining a contract with a term of less than one year as a selling expense when incurred. The Company did not have any deferred contract costs as of September 30, 2019 or December 31, 2018. The following tables disaggregate the Company’s revenue by major source for the three and nine months ended September 30, 2019 (in thousands): Three Months Ended September 30, 2019 Strong Cinema Convergent Strong Outdoor Other Total Screen system sales $ 4,441 $ - $ - $ - $ 4,441 Digital equipment sales 3,285 757 - - 4,042 Extended warranty sales 197 - - - 197 Other product sales 512 - - - 512 Total product sales 8,435 757 - - 9,192 Field maintenance and monitoring services 1,969 3,078 58 - 5,105 Installation services 473 611 - - 1,084 Advertising - - 1,173 - 1,173 Other service revenues 51 86 65 90 292 Total service revenues 2,493 3,775 1,296 90 7,654 Total $ 10,928 $ 4,532 $ 1,296 $ 90 $ 16,846 Nine Months Ended September 30, 2019 Strong Cinema Convergent Strong Outdoor Other Total Screen system sales $ 10,370 $ - $ - $ - $ 10,370 Digital equipment sales 6,396 2,248 - - 8,644 Extended warranty sales 582 - - - 582 Other product sales 1,238 6 - - 1,244 Total product sales 18,586 2,254 - - 20,840 Field maintenance and monitoring services 6,060 8,637 286 - 14,983 Installation services 1,540 4,194 - - 5,734 Advertising - - 3,127 - 3,127 Other service revenues 219 119 111 288 737 Total service revenues 7,819 12,950 3,524 288 24,581 Total $ 26,405 $ 15,204 $ 3,524 $ 288 $ 45,421 The following tables disaggregate the Company’s revenue by major source for the three and nine months ended September 30, 2018 (in thousands): Three Months Ended September 30, 2018 Strong Cinema Convergent Strong Outdoor Other Total Screen system sales $ 5,024 $ - $ - $ - $ 5,024 Digital equipment sales 2,126 586 - - 2,712 Extended warranty sales 213 - - - 213 Other product sales 450 18 - - 468 Total product sales 7,813 604 - - 8,417 Field maintenance and monitoring services 2,838 1,806 - - 4,644 Installation services 712 1,069 - - 1,781 Advertising - - 1,480 - 1,480 Other service revenues 68 - - 63 131 Total service revenues 3,618 2,875 1,480 63 8,036 Total $ 11,431 $ 3,479 $ 1,480 $ 63 $ 16,453 Nine Months Ended September 30, 2018 Strong Cinema Convergent Strong Outdoor Other Total Screen system sales $ 13,288 $ - $ - $ - $ 13,288 Digital equipment sales 7,198 1,742 - - 8,940 Extended warranty sales 804 - - - 804 Other product sales 1,552 18 - - 1,570 Total product sales 22,842 1,760 - - 24,602 Field maintenance and monitoring services 8,666 6,409 - - 15,075 Installation services 1,420 3,057 - - 4,477 Advertising - - 1,948 - 1,948 Other service revenues 165 - - 191 356 Total service revenues 10,251 9,466 1,948 191 21,856 Total $ 33,093 $ 11,226 $ 1,948 $ 191 $ 46,458 Screen system sales The Company recognizes revenue on the sale of its screen systems when control of the screen is transferred to the customer, usually at time of shipment. However, revenue is recognized upon delivery for certain international shipments with longer shipping transit time because control does not transfer to the customer until delivery. The cost of freight and shipping to the customer is recognized in cost of sales at the time of transfer of control to the customer. Digital equipment sales The Company recognizes revenue on sales of digital equipment when the control of the equipment is transferred, which occurs at the time of shipment from the Company’s warehouse or drop-shipment from a third party. The cost of freight and shipping to the customer is recognized in cost of sales at the time of transfer of control to the customer. Field maintenance and monitoring services The Company sells service contracts that provide maintenance and monitoring services to Strong Cinema and Convergent customers. In the Strong Cinema segment, these contracts are generally 12 months in length, while the term for service contracts in the Convergent segment can be for multiple years. Revenue related to service contracts is recognized over the term of the agreement in proportion to the costs incurred in fulfilling performance obligations under the contract. In addition to selling service contracts, the Company also performs discrete time and materials-based maintenance and repair work for customers in the Strong Cinema and Convergent segments. Revenue related to time and materials-based maintenance and repair work is recognized at the point in time when the performance obligation has been fully satisfied. Installation services The Company performs installation services for both its Strong Cinema and Convergent customers and recognizes revenue upon completion of the installations. Extended warranty sales The Company sells extended warranties to its Strong Cinema customers. When the Company is the primary obligor, revenue is recognized on a gross basis over the term of the extended warranty in proportion to the costs incurred in fulfilling performance obligations under the extended warranty. In third party extended warranty sales, the Company is not the primary obligor, and revenue is recognized on a net basis at the time of the sale. Advertising Strong Outdoor sells advertising space on top of taxicabs. Advertising revenue is recognized ratably over the contracted advertising periods. Timing of Revenue Recognition The following tables disaggregate the Company’s revenue by the timing of transfer of goods or services to the customer for the three and nine months ended September 30, 2019 (in thousands): Three Months Ended September 30, 2019 Strong Cinema Convergent Strong Outdoor Other Total Point in time $ 9,364 $ 1,518 $ 123 $ 49 $ 11,054 Over time 1,564 3,014 1,173 41 5,792 Total $ 10,928 $ 4,532 $ 1,296 $ 90 $ 16,846 Nine Months Ended September 30, 2019 Strong Cinema Convergent Strong Outdoor Other Total Point in time $ 21,746 $ 6,918 $ 397 $ 164 $ 29,225 Over time 4,659 8,286 3,127 124 16,196 Total $ 26,405 $ 15,204 $ 3,524 $ 288 $ 45,421 The following tables disaggregate the Company’s revenue by the timing of transfer of goods or services to the customer for the three and nine months ended September 30, 2018 (in thousands): Three Months Ended September 30, 2018 Strong Cinema Convergent Strong Outdoor Other Total Point in time $ 9,743 $ 1,875 $ - $ - $ 11,618 Over time 1,688 1,604 1,480 63 4,835 Total $ 11,431 $ 3,479 $ 1,480 $ 63 $ 16,453 Nine Months Ended September 30, 2018 Strong Cinema Convergent Strong Outdoor Other Total Point in time $ 27,814 $ 5,710 $ - $ - $ 33,524 Over time 5,279 5,516 1,948 191 12,934 Total $ 33,093 $ 11,226 $ 1,948 $ 191 $ 46,458 At September 30, 2019, the unearned revenue amount associated with maintenance and monitoring services, extended warranty sales and advertising services in which the Company is the primary obligor was $2.7 million. The Company expects to recognize $1.1 million of unearned revenue amounts throughout the rest of 2019, $1.6 million during 2020 and immaterial amounts during 2021-2023. |