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Darktrace
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=== Higher cloud deployments likely to pressure gross margins === This cost bucket primarily includes costs associated with deploying Darktrace software – either via physical appliances or via cloud. Costs associated with providing customer support and supplementary monitoring and response capabilities (‘concierge’ services). Darktrace does not earn any material revenue from selling physical appliances – the company considers physical appliances as its assets, with the corresponding depreciation logged either as cost of sales (for appliances deployed at contracted customer sites) or as sales and marketing expenses (for appliances used in customer acquisition, i.e. as part of the POV process). With a growing portion of cloud-hosted product sales, the portion of hosting costs will increase. The company expects the increase in hosting costs to be partly offset by a decline in appliance depreciation (substitution effect). JP Morgan models Darktrace’s cost of sales as % of revenue to increase gradually from 10% in 2021 to 12.5% in 2024.'''<br />Figure 27: Darktrace: Cost of sales as % of revenue: 2019-24E'''<ref>Source: Company data, J.P. Morgan estimates; FY ends in Jun.</ref> [[File:Figure 27.png]]
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