In the below context, $10m order intake is a good result, but it...

In the below context, $10m order intake is a good result, but it does seem like a hard slog to continue to generate those leads/sales each quarter rather than trying to get some recurring revenues from the installed base (and/or an easier option being including that in every new sale).

Perhaps I'm not understanding the technology, but surely they can convince clients that the software continues to improve (through R&D and also the existing installed base) and that clients will benefit from ongoing improvements in the software to pick up different threats and minimise false alarms. Even if they currently don't have that software platform and expertise, surely it makes sense to buy that in and demonstrate how every system can benefit with that added functionality.