The following discussion contains various forward-looking statements within the
meaning of Section 21E of the Exchange Act. Although we believe that, in making
any such statement, our expectations are based on reasonable assumptions, any
such statement may be influenced by factors that could cause actual outcomes and
results to be materially different from those projected. When used in the
following discussion, the words "anticipates," "believes," "expects," "intends,"
"plans," "estimates," "projects," should," "may," "propose," and similar
expressions (or the negative versions of such words or expressions), as they
relate to us or our management, are intended to identify such forward-looking
statements. These forward-looking statements are subject to numerous risks and
uncertainties that could cause actual results to differ materially from those
anticipated, and many of which are beyond our control. Factors that could cause
actual results to differ materially from those anticipated are set forth under
the caption "Risk Factors" in the Company's Form 10-K for the year ended
December 31, 2021 as filed with the Securities and Exchange Commission on
March 22, 2022.



Our actual results, performance or achievements could differ materially from
those expressed in, or implied by, forward-looking statements. Accordingly, we
cannot be certain that any of the events anticipated by forward-looking
statements will occur or, if any of them do occur, what impact they will have on
us. We caution you to keep in mind the cautions and risks described in this
document and to refrain from attributing undue certainty to any forward-looking
statements, which speak only as of the date of the document in which they
appear. We do not undertake to update any forward-looking statement.



Overview


Creative Realities, Inc. ("Creative Realities," "we," "us," or the "Company") transforms environments through digital solutions by providing innovative digital signage solutions for key market segments and use cases, including:





 ? Retail



? Entertainment and Sports Venues

? Restaurants, including quick-serve restaurants ("QSR")






  ? Convenience Stores




  ? Financial Services




  ? Automotive



? Medical and Healthcare Facilities






  ? Mixed Use Developments



? Corporate Communications, Employee Experience

? Digital out of Home (DOOH) Advertising Networks






                                       30





We serve market-leading companies, so there is a good chance that if you leave
your home today to shop, work, eat or play, you will encounter one or more of
our digital signage experiences. Our solutions are increasingly visible because
we help our enterprise customers achieve a range of business objectives
including:



 ? Increased brand awareness




  ? Improved customer support



? Enhanced employee productivity and satisfaction

? Increased revenue and profitability






  ? Improved guest experience



? Increased customer/guest engagement






  ? Improved patient outcomes




Through a combination of organically grown platforms and a series of strategic
acquisitions, including our recent acquisition of Reflect Systems, Inc. in
February 2022, the Company assist clients to design, deploy, manage, and
monetize their digital signage networks. The Company sources leads and
opportunities for its solutions through its digital and content marketing
initiatives, close relationships with key industry partners, specifically
equipment manufacturers, and the direct efforts of its in-house industry sales
experts. Client engagements focus on consultative conversations that ensure the
Company's solutions are positioned to help clients achieve their business
objectives in the most cost-effective manner possible.



When comparing Creative Realities to other digital signage providers, our customers value the following competitive advantages:

? Breadth of solutions - Creative Realities is one of only a few companies in

the industry capable of providing the full portfolio of products and services

required to implement and run an effective digital signage network. We

leverage a 'single vendor' approach, providing clients with a one-stop-shop

for sourcing digital signage solutions from design through day two services.

? Managed labor pool - Unlike most companies in our industry, we have a curated

labor pool including thousands of qualified and vetted field technicians

available to service clients quickly nationwide. We can meet tight schedules


    even in exceptionally large deployments and still ensure quality and
    consistency.

  ? In-house creative resources - We assist clients in repurposing existing

content for digital signage experiences or creating new content, an activity

for which the Company has won several design awards in recent years. In each

instance, our services can be essential in helping clients develop an

effective content program.

? Network scalability and reliability - Our software as a service ("SaaS")

content management platforms power some of the largest and most complex

digital signage networks in North America evidencing our ability to manage

enterprise scale projects. This also provides us purchasing power to source

products and services for our customers, enabling us to deliver cost

effective, reliable and powerful solutions to small and medium size business


    clients.

  ? Ad management platform - Our customers are increasingly interested in
    monetizing their digital signage networks through advertising content.

However, efficiently scheduling advertising content into digital signage

playlists to meet campaign objectives can be a challenging and labor-intensive

process. AdLogic, our home-grown, content management-agnostic platform,

automates this process, allowing network owners to capture more revenue with

less expense.

? Media sales - Few, if any other digital signage solution providers, can offer

their clients media sales as a service. We have in-house media sales expertise

to elevate conversations with clients interested in better understanding

network monetization. We believe this meaningful differentiation in the sales


    process provides an additional revenue stream to Creative Realities compared
    to our competitors.




                                       31




? Market sector expertise - Creative Realities has in-house experts in key

market segments such as automotive, retail, quick-serve restaurants (QSR),

convenience stores, and Digital Out of Home (DOOH) advertising. Our expertise

in these business segments enables our teams to provide meaningful business

conversations and offer tailored solutions with prospects and customers to

their unique business objectives. These experts build industry relationships

and create thought leadership that drives lead flow and new opportunities for


    our business.



? Logistics - Implementing a large digital signage project can be a logistics

nightmare that can stall an initiative even before deployment. Our expertise

in logistics improves deployment efficiency, reduces delays and problems, and

saves customers time and money.

? Technical support - Digital signage networks present unique challenges for

corporate IT departments. Creative Realities helps simplify and improve end

user support by leveraging our own Network Operations Center ("NOC") in

Louisville, Kentucky. The NOC resolves many issues remotely and when field

support is required, it can be dispatched from the NOC, leveraging our managed

labor pool to resolve customer issues quickly and effectively.

? Integrations and Application Development - The future of digital signage is

not still images and videos on a screen. Interactive applications and

integrations with other data sources will dominate the future. From social

media feeds to corporate data stores to Point of Sale ("POS") systems, our


    proven ability to build scalable applications and integrations is a key
    advantage clients can leverage to deliver more compelling and engaging
    experiences for their customers.

? Hardware support - A number of digital signage providers sell a proprietary

media player or align themselves with just one operating system. We utilize a

range of media players including Windows, Android and BrightSign to provide

clients the flexibility they need to select the appropriate hardware for any

application knowing the entire network can still be served by a single digital

signage platform, reducing complexity and improving the productivity of their


    teams.



The three primary sources of revenue for the Company are:

? Hardware sales from reselling digital signage hardware from original equipment


    manufacturers such as Samsung and BrightSign.




  ? Services revenue from helping customers design, deploy and manage their
    digital signage network, including:




  ? Hardware system design/engineering




  ? Hardware installation




  ? Content development




  ? Content scheduling




  ? Post-deployment network and field support




  ? Media sales, as a result of our acquisition of Reflect



? Recurring subscription licensing and support revenue from our digital signage

software platforms, which are generally sold via a SaaS model. These include:






  ? ReflectView, the Company's core digital signage platform for most
    applications, scalable and cost effective from 10 to 100,000+ devices



? Reflect Xperience, a web-based interface that allows customers to give content

scheduling access to local users via the web or mobile devices, while still


    maintaining centralized programming control




                                       32




? Reflect AdLogic, the Company's ad management platform for digital signage


    networks, which presently delivers approximately 50 million ads daily



? Reflect Clarity, the Company's menu board solution, which has become a market


    leader for a range of restaurant and convenience store applications




  ? Reflect Zero Touch, which allows customers to turn any screen into an

interactive experience by allowing guests to engage using their mobile device

? iShowroomProX, an omni-channel digital sales support platform targeted at

original equipment manufacturers in the transportation sector, which

integrates with dozens of key data services including dealer inventory at the


    VIN
    level




  ? OSx+, a digital VIN-level checklist used to assist in the tracking and

delivery of new vehicles in the transportation sector, providing measurable

lift in customer satisfaction scores and connected vehicle enrollments and


    subscription activations.




While hardware sales and support services revenues can fluctuate more
significantly year over year based on new, large-scale network deployments, the
Company expects to see continuous growth in recurring SaaS revenue for the
foreseeable future as digital signage adoption/utilization continues to expand
across the vertical markets we serve.



Recent Developments



Please see Note 5 Business Combinations, Note 9 Loans Payable, Note 12 Warrants,
and Note 13 Stock-based Compensation to the Company's Condensed Consolidated
Financial Statements contained in this Report for a description of recent
developments of the Company that occurred during the three months ended June 30,
2022.



Our Sources of Revenue



We generate revenue through digital signage solution sales, which include system
hardware, professional and implementation services, software design and
development, software licensing, deployment, maintenance and support services,
and media sales.



We currently market and sell our technology and solutions primarily through our
sales and business development personnel, but we also utilize agents, strategic
partners, and lead generators who provide us with access to additional sales,
business development and licensing opportunities.



Our Expenses



Our expenses are primarily comprised of three categories: sales and marketing,
research and development, and general and administrative. Sales and marketing
expenses include salaries and benefits for our sales, business development
solution management and marketing personnel, and commissions paid on sales. This
category also includes amounts spent on marketing networking events, promotional
materials, hardware and software to prospective new customers, including those
expenses incurred in trade shows and product demonstrations, and other related
expenses. Our research and development expenses represent the salaries and
benefits of those individuals who develop and maintain our proprietary software
platforms and other software applications we design and sell to our customers.
Our general and administrative expenses consist of corporate overhead, including
administrative salaries, real property lease payments, salaries and benefits for
our corporate officers and other expenses such as legal and accounting fees.



                                       33




Critical Accounting Policies and Estimates





The Company's significant accounting policies are described in Note 2 Summary of
Significant Accounting Policies of the Company's Condensed Consolidated
Financial Statements included elsewhere in this Report. The Company's Condensed
Consolidated Financial Statements are prepared in conformity with accounting
principles generally accepted in the United States. Certain accounting policies
involve significant judgments, assumptions, and estimates by management that
could have a material impact on the carrying value of certain assets and
liabilities and disclosure of contingent assets and liabilities at the date of
the condensed consolidated financial statements and the reported amounts of
revenue and expenses during the reporting period. Our actual results could

differ from those estimates.



Results of Operations


Note: All dollar amounts reported in Results of Operations are in thousands, except share and per-share information.

Three Months Ended June 30, 2022 Compared to Three Months Ended June 30, 2021

The tables presented below compare our results of operations and present the results for each period and the change in those results from one period to another in both dollars and percentage change.





                                              For the three months
                                                 ended June 30,                 Change
                                               2022            2021                      %
Sales                                       $    10,923       $ 3,277     $  7,646        233 %
Cost of sales                                     6,261         1,402        4,859        347 %
Gross profit                                      4,662         1,875        2,787        149 %
Sales and marketing expenses                      1,147           169          978        579 %

Research and development expenses                   418            58          360        621 %
General and administrative expenses               2,562         1,715          847         49 %
Depreciation and amortization expense               468           344          124         36 %
Deal and transaction expense                         37             -      

    37        100 %
Total operating expenses                          4,632         2,286        2,346        103 %
Operating (loss)                                     30          (411 )        441       -107 %
Other income/(expenses):
Interest expense                                   (750 )        (182 )       (568 )      312 %

Change in Fair Value of Warrant Liability         2,433             -        2,433        100 %
Change in Fair Value of Equity Guarantee            (73 )           -      

   (73 )      100 %
Loss on warrant amendment                          (345 )           -         (345 )      100 %
Gain on settlement of debt                           21         1,628       (1,607 )      -99 %
Other income/(expense)                               (1 )          (3 )          2        -67 %
Total other income/(expense)                      1,285         1,443         (158 )      -11 %

Net income/(loss) before income taxes             1,315         1,032      

   283         27 %
Provision from income taxes                         (53 )          (7 )        (46 )      657 %
Net income/(loss)                           $     1,262       $ 1,025          237         23 %




Sales



Sales were $10,923, representing an increase of $7,646, or 233%, as compared to
the same period in 2021, driven in part by the acquisition of Reflect on
February 17, 2022, and the Company's successful sales activities as a combined
company post-Merger. While the addition of Reflect revenue is contributing to
the growth in revenue, the combined company grew revenues approximately 74%
organically during the three months ended June 30, 2022, as compared to the pro
forma combined results during the three months ended June 30, 2021.



Hardware revenues were $5,667 in 2022, an increase of $4,371, or 337%, as
compared to the prior year, driven by continued large scale LED deployments
continued in the quarter by multiple customers. Services and other revenues were
$5,256 in the three months ended June 30, 2022, an increase of $3,275, or 165%,
with the inclusion of Reflect's operations in the Company's consolidated results
for such period. Managed services revenue, which includes both
software-as-a-service ("SaaS") and help desk technical subscription services,
were $3,832 in the three months ended June 30, 2022 as compared to $1,391 in the
same period in 2021, driven by the addition of Reflect's SaaS subscription
revenue in the current year. This represents a year-over-year growth rate of
175% in our higher margin, typically subscription-based, managed services
revenue.



                                       34





Gross Profit



Gross profit increased by $2,787, or 149% during the three months ended June 30,
2022 as compared to the same period in 2021 driven by an increase in revenue but
offset by a reduction in gross profit margin. Gross profit margin decreased to
42.7% from 57.2% driven by a shift in revenue mix to 52% hardware during the
three months ended June 30, 2022 related to several material customer hardware
rollouts active during the first half of the year. We expect this contraction in
gross profit margin to be less severe as we move into the second half of 2022
and beyond. The gross profit margin increased in three months ended June 30,
2022 to 42.7% from 36.2% in the three months ended March 31, 2022, which
experienced significant short-term significant pressure driven by a single,
large-scale/hardware-heavy deployment. We believe the gross profit margin for
the three months ended June 30, 2022 to be more representative of our normalized
gross profit margins.



Sales and Marketing Expenses



Sales and marketing expenses generally include the salaries, taxes, and benefits
of our sales and marketing personnel, as well as trade show activities, travel,
and other related sales and marketing costs. Sales and marketing expenses
increased by $978, or 579%, driven primarily by (i) the inclusion in the prior
year of a benefit of $182 related Employee Retention Credits ("ERC") related to
the retention and payment of salaries to sales personnel throughout 2020 and the
six months ended June 30, 2021, (ii) the acquisition of Reflect via the Merger
on February 17, 2022, and (iii) the Company's enhanced investments into sales
and marketing activities post-COVID. Immediately following the Merger, the
Company integrated the sales and marketing functions and did not disaggregate
expenses between the two legacy companies. Following the Merger and through
integration activities, the Company adopted certain tools, technology, and
processes - particularly with respect to lead generation and brand marketing -
that were undercapitalized historically by the Company. Additionally, the
Company engaged an investor relations firm and has increased investor relations
activities, including conferences and presentations. As a result, we expect the
sales and marketing expenses of the Company for the three months ended June 30,
2022 to adequately reflect the pace for spend in these areas in future reporting
periods.


Research and Development Expenses





Research and development expenses increased $360, or 621% in 2022, driven
primarily by (i) the inclusion in the prior year of a benefit of $147 related
ERC, and (ii) the acquisition of Reflect via the Merger on February 17, 2022.
Through the Merger, we acquired a fully staffed, experienced software
development team and elected to keep that team in-tact, particularly given
employment market conditions with respect to talented software engineers. We
have integrated the pre-existing CRI development team with the acquired team and
have experienced enhanced speed to market on new feature and functionality
development activities from increasing this resource pool. We expect this
elevated level of expense during the three months ended June 30, 2022 to
continue into the future as we develop our current and future product set.

General and Administrative Expenses





General and administrative expenses increased $847, or 49%, driven primarily by
(i) the inclusion in the prior year of a benefit of $508 related ERC, and (ii)
increased headcount and operations as a result of the acquisition of Reflect on
February 17, 2022. While the Company anticipates carrying higher G&A expenses
moving forward as a result of the acquisition, the integration activities
include several projects (including but not limited to consolidation of CMS
tools, cloud hosting environments, IT tools, and rightsizing leases for office
space) that we expect will be realized by the end of 2022. The Company also
reinstituted its 401k matching program for employees in the fourth quarter of
2021, which represents an increase of $42 versus the prior year.



                                       35




Depreciation and Amortization Expenses





Depreciation and amortization expenses increased by $124, or 36%, in the three
months ended June 30, 2022 compared to the same period in 2021. This was driven
by the addition of $17,160 in amortizing intangible assets as a result of the
Merger. The increase would have been $305, or 88%, but was partially offset by a
reduction in amortization expense recorded as a period expense in the three
months ended June 30, 2022 resulting from a measurement period adjustment
reducing acquired intangible assets by $4,340.



Interest Expense


See Note 9 Loans Payable to the Condensed Consolidated Financial Statements for a discussion of the Company's debt and related interest expense obligations.

Changes in Fair Value of Warrant Liability; Loss on Warrant Amendment


During the three months ended June 30, 2022, the Company recorded a gain of
$2,433 as the result of assessing the fair value of warrant liabilities
associated with the Company's issuance of warrants (the Common Stock Warrant,
Lender Warrant and Purchaser Warrant) in its debt and equity offerings completed
in February 2022 to finance the Merger. These warrants were initially assessed
at fair value through Black Scholes calculation and were subsequently
re-assessed at June 30, 2022, resulting in the gain.



Effective June 30, 2022, the Company amended the terms of such warrants, which
removed the holder's option to exercise such warrants on a cashless basis
utilizing the VWAP of the Company's common stock on the trading day immediately
preceding the date of a notice of cashless exercise in certain circumstances,
and removed the condition to exercising such warrants that the Company's
shareholders approve the exercise thereof (which has already been obtained). The
amendments to the warrants extended the term of such warrants for an additional
one year. As a result of the extension in term provided in exchange for the
amendment, the Company reassessed the fair value of those warrants, resulting in
the Company recording a loss on the fair value of these warrants of $345. The
foregoing amendments to the warrants resulted in such warrants to be accounted
for as equity instruments on the Company's financial statements as of June 30,
2022. As such, following recording the gains and losses with respect to these
warrant amendments, the Company reclassified the warrant liability of $5,709
from noncurrent liabilities to additional paid-in-capital as of June 30, 2022.



Gain on Settlement of Debt


On May 13, 2021, the Company and Seller entered into a settlement agreement
wherein neither party admitted liability, and the Company agreed to pay, and
Seller agreed to accept, $100 as settlement in full for the outstanding balance
of principal and accrued interest under the Amended and Restated Seller Note and
a mutual release of all claims related to the Amended and Restated Seller Note
and sale transaction under the Allure Purchase Agreement and all related
agreements.



As a result of this settlement, the full principal amount of the Amended and
Restated Seller Note and the accrued interest have been eliminated, resulting in
a gain in the Condensed Consolidated Financial statements of $1,624,
representing $1,538 related to the Amended and Restated Seller Note and $86 of
related interest thereon, during the three months ended June 30, 2021.



                                       36




Six Months Ended June 30, 2022 Compared to Six Months Ended June 30, 2021

The tables presented below compare our results of operations and present the results for each period and the change in those results from one period to another in both dollars and percentage change.





                                              For the six months
                                                ended June 30,                   Change
                                              2022           2021                          %
Sales                                      $    21,680     $   8,281     $  13,399           162 %
Cost of sales                                   13,126         4,172         8,954           215 %
Gross profit                                     8,554         4,109         4,445           108 %
Sales and marketing expenses                     1,854           504         1,350           268 %

Research and development expenses                  659           229           430           188 %
General and administrative expenses              5,316         3,775         1,541            41 %
Bad debt expense/(recovery)                        106          (463 )         569          -123 %
Depreciation and amortization expense            1,175           688           487            71 %
Deal and transaction expenses                      428             -       

   428           100 %
Total operating expenses                         9,538         4,733         4,805           102 %
Operating loss                                    (984 )        (624 )        (360 )          58 %
Other income/(expenses):
Interest expense                                (1,199 )        (431 )        (768 )         178 %
Change in Fair Value of Warrant
Liability                                        7,902             -         7,902           100 %
Change in Fair Value of Equity Guarantee           (73 )           -       

   (73 )         100 %
Loss on debt waiver consent                     (1,212 )           -        (1,212 )         100 %
Loss on warrant amendment                         (345 )           -          (345 )         100 %

Change in fair value of Convertible Loan             -           166          (166 )        -100 %
Gain/(loss) on restructuring/settlement
of debt                                           (274 )       3,193        (3,467 )        -109 %
Other income/(expense)                               5             1             4           400 %
Total other income/(expense)                     4,804         2,929         1,875            64 %

Net income/(loss) before income taxes            3,820         2,305       

 1,515            66 %
Provision from income taxes                        (56 )          (8 )         (48 )         600 %
Net income/(loss)                          $     3,764     $   2,297         1,467            64 %




Sales



Sales were $21,680, representing an increase of $13,399, or 162%, as compared to
the same period in 2021 driven in part by the acquisition of Reflect on
February 17, 2022, and the Company's successful sales activities as a combined
company post-Merger. While the addition of Reflect revenue is contributing to
the growth in revenue, the combined company has grown revenues approximately 58%
organically during the six months ended June 30, 2022, as compared to the pro
forma combined results during the six months ended June 30, 2021.



Hardware revenues were $12,126 in 2022, an increase of $8,014, or 195%, as
compared to the prior year, driven by large scale LED deployments by multiple
customers. Services and other revenues were $9,554 in the six months ended June
30, 2022, an increase of $5,385, or 129%, with the inclusion of Reflect's
operations in the Company's consolidated results for such period. Managed
services revenue, which includes both software-as-a-service ("SaaS") and help
desk technical subscription services, were $6,535 in the six months ended June
30, 2022 as compared to $2,730 in the same period in 2021, driven by the
addition of Reflect's SaaS subscription revenue in the current year. This
represents a year-over-year growth rate of 139% in our higher margin, typically
subscription-based, managed services revenue.



                                       37





Gross Profit



Gross profit increased by $4,445, or 108% during the six months ended June 30,
2022 as compared to the same period in 2021 driven by an increase in revenue but
offset by a reduction in gross profit margin. Gross profit margin decreased to
39.5% from 49.6% driven by a shift in revenue mix to 56% hardware during the six
months ended June 30, 2022 related to several material customer hardware
rollouts active during the first half of the year. We expect this contraction in
gross profit margin to be less severe as we move into the second half of 2022
and beyond. The gross profit margin increased in three months ended June 30,
2022 to 42.7% from 36.2% in the three months ended March 31, 2022, which
experienced significant short-term significant pressure driven by a single,
large-scale/hardware-heavy deployment. We expect the gross profit margin for the
three months ended June 30, 2022 to be more representative of our normalized
gross profit margins.



Sales and Marketing Expenses



Sales and marketing expenses generally include the salaries, taxes, and benefits
of our sales and marketing personnel, as well as trade show activities, travel,
and other related sales and marketing costs. Sales and marketing expenses
increased by $1,350, or 268%, driven primarily by (i) the inclusion in the prior
year of a benefit of $182 related Employee Retention Credits ("ERC") related to
the retention and payment of salaries to sales personnel throughout 2020 and the
six months ended June 30, 2021, (ii) the acquisition of Reflect on February 17,
2022, and (iii) the Company's enhanced investments into sales and marketing
activities post-COVID. Immediately following the acquisition of Reflect, the
Company integrated the sales and marketing functions and did not disaggregate
expenses between the two legacy companies. Following the Merger and through
integration activities, the Company adopted certain tools, technology, and
processes - particularly with respect to lead generation and brand marketing -
that were undercapitalized historically by the Company. Additionally, the
Company engaged an Investor Relations firm and has increased investor relations
activities, including conferences and presentations. As a result, we expect the
sales and marketing expenses of the Company for the six months ended June 30,
2022 to adequately reflect the pace for spend in these areas in future periods.



Research and Development Expenses





Research and development expenses increased $430, or 188% in 2022, driven
primarily by (i) the inclusion in the prior year of a benefit of $147 related
ERC, and (ii) the acquisition of Reflect on February 17, 2022. Through the
acquisition of Reflect, we acquired a fully staffed, experienced software
development team and elected to keep that team in-tact, in full, particularly
given employment market conditions with respect to talented software engineers.
We have integrated the pre-existing CRI development team with the acquired team
and have experienced enhanced speed to market on new feature and functionality
development activities from increasing this resource pool. We expect this
elevated level of expense during the three months ended June 30, 2022 to
continue into the future as we develop our current and future product set.

General and Administrative Expenses





General and administrative expenses - excluding bad debt expense - increased
$1,541, or 41%, driven primarily by (i) the inclusion in the prior year of a
benefit of $508 related ERC, and (ii) increased headcount and operations as a
result of the acquisition of Reflect on February 17, 2022. While the Company
anticipates carrying higher G&A expenses moving forward as a result of the
acquisition, the integration activities include several projects (including but
not limited to consolidation of CMS tools, cloud hosting environments, IT tools,
and rightsizing leases for office space) that we expect will be realized by the
end of 2022. The Company also reinstituted its 401k matching program for
employees in the fourth quarter of 2021, which represents an increase of $65
versus the prior year, and launched several investor relations initiatives,
increasing spend $155 year-to-date in 2022 versus the prior year.



                                       38





Bad Debt



Expenses related to the Company's allowance for bad debts increased by $569, or
(123%) for the six months ended June 30, 2022 compared to 2021. This increase
was primarily driven by a prior period cash recovery of $555 related to a
customer bankruptcy for which the Company previously recorded a reserve. The bad
debt expense recorded for the six months ended June 30, 2022 is representative
of the Company's actual history with uncollectable accounts receivable.



Depreciation and Amortization Expenses

Depreciation and amortization expenses increased by $487, or 71%, in 2022 compared to 2021. This was driven by the addition of $17,160 in amortizing intangible assets as a result of the Merger.

Interest Expense; Change in fair value of Convertible Loan

See Note 9 Loans Payable to the Condensed Consolidated Financial Statements for a discussion of the Company's debt and related interest expense obligations.

As of June 30, 2021, we updated our fair value analysis of the Convertible Loan, resulting in recognition of a $166 during the six months ended June 30, 2021.

Changes in Fair Value of Warrant Liability; Loss on Warrant Amendment





During the six months ended June 30, 2022, the Company recorded a gain of $7,902
as the result of assessing the fair value of warrant liabilities associated with
the Company's issuance of warrants in its debt and equity offerings completed in
February 2022 to finance the Merger. These warrants were initially assessed at
fair value through Black Scholes calculation and were subsequently re-assessed
at March 31, 2022 and June 30, 2022, resulting in the gain.



Effective June 30, 2022, the Company amended the terms of certain warrants
previously issued to its creditor and an investor, which removed the holder's
option to exercise such warrants on a cashless basis utilizing the VWAP of the
Company's common stock on the trading day immediately preceding the date of a
notice of cashless exercise in certain circumstances, and removed the condition
to exercising such warrants that the Company's shareholders approve the exercise
thereof (which has already been obtained). The amendments to the warrants
extended the term of such warrants for an additional one year. As a result of
the extension in term provided in exchange for the amendment, the Company
reassessed the fair value of those warrants, resulting in the Company recording
a loss on the fair value of these warrants of $345. The foregoing amendments to
the warrants resulted in such warrants to be accounted for as equity instruments
on the Company's financial statements as of June 30, 2022. As such, following
recording the gains and losses with respect to these warrant amendments, the
Company reclassified the warrant liability of $5,709 from noncurrent liabilities
to additional paid-in-capital as of June 30, 2022.



Gain on Settlement of Debt



On February 17, 2022, the Company refinanced its debt facilities with
Slipstream. The Company assessed the combination of the pre-existing senior
secured term loan and secured convertible loan in accordance with ASC 470 Debt
and determined the transaction should be accounted for as an extinguishment, in
part as the Consolidation Term Loan eliminated a substantive conversion feature.
In aggregate the Company recorded a loss on extinguishment of $295, primarily
associated with the write-off of pre-existing debt discounts.



On January 11, 2021, the Company received a notice from Old National Bank
regarding forgiveness of the loan in the principal amount of $1,552 (the "PPP
Loan") that was made pursuant to the Small Business Administration Paycheck
Protection Program under the Coronavirus Aid, Relief and Economic Security Act
of 2020. According to such notice, the full principal amount of the PPP Loan and
the accrued interest have been forgiven, resulting in a gain of $1,552 during
the six months ended June 30, 2021.



                                       39





On May 13, 2021, the Company and Seller entered into a settlement agreement
wherein neither party admitted liability, and the Company agreed to pay, and
Seller agreed to accept, $100 as settlement in full for the outstanding balance
of principal and accrued interest under the Amended and Restated Seller Note and
a mutual release of all claims related to the Amended and Restated Seller Note
and sale transaction under the Allure Purchase Agreement and all related
agreements.



As a result of this settlement, the full principal amount of the Amended and
Restated Seller Note and the accrued interest have been eliminated, resulting in
a gain in the Condensed Consolidated Financial statements of $1,624,
representing $1,538 related to the Amended and Restated Seller Note and $86 of
related interest thereon, during the six months ended June 30, 2021.



Supplemental Operating Results on a Non-GAAP Basis





The following non-GAAP data, which adjusts for the categories of expenses
described below, is a non-GAAP financial measure. Our management believes that
this non-GAAP financial measure is useful information for investors,
shareholders and other stakeholders of our company in gauging our results of
operations on an ongoing basis. We believe that EBITDA is a performance measure
and not a liquidity measure, and therefore a reconciliation between net
loss/income and EBITDA and Adjusted EBITDA has been provided. EBITDA should not
be considered as an alternative to net loss/income as an indicator of
performance or as an alternative to cash flows from operating activities as an
indicator of cash flows, in each case as determined in accordance with GAAP, or
as a measure of liquidity. In addition, EBITDA does not take into account
changes in certain assets and liabilities as well as interest and income taxes
that can affect cash flows. We do not intend the presentation of these non-GAAP
measures to be considered in isolation or as a substitute for results prepared
in accordance with GAAP. These non-GAAP measures should be read only in
conjunction with our consolidated financial statements prepared in accordance
with GAAP.



                                                                  Quarters Ended
                                     June 30       March 31       December 31       September 30       June 30
Quarters ended                        2022           2022            2021               2021            2021
GAAP net income (loss)              $   1,262     $    2,502     $      (1,722 )   $         (343 )   $   1,025
Interest expense:
Amortization of debt discount             360            181                29                 29            29
Other interest, net                       390            268               160                158           153

Depreciation/amortization:


Amortization of intangible assets         431            680              

302                320           317
Amortization of employee
share-based awards                        316            469               324                329           329
Depreciation of property,
equipment                                  37             27                27                 27            27
Income tax expense/(benefit)               53              3                13                  1             7
EBITDA                              $   2,849          4,130              (867 )   $          521         1,887
Adjustments
(Gain)/loss on fair value of
warrant liability                      (2,433 )       (5,469 )               -                  -             -
(Gain)/loss on settlement of
obligations                               (21 )          295                 -               (256 )      (1,628 )
(Gain)/loss on debt waiver
consent                                     -          1,212                 -                  -             -
(Gain)/loss on warrant amendment          345              -               

 -                  -             -
(Gain)/loss on fair value of
equity guarantee                           73              -                 -                  -             -
Deal and transaction expenses              37            391               518                  -             -
Other income                                1             (6 )               -                  -             -
Stock-based compensation -
Director grants                            82             82               318                 27            27
Adjusted EBITDA                     $     933            635               (31 )   $          292           286



Liquidity and Capital Resources





See Note 1 Nature of Organization and Operations to the accompanying Condensed
Consolidated Financial Statements for a detailed discussion of liquidity and
financial resources.



Operating Activities



The cash used in operating activities were $63 for the six months ended June 30,
2022 compared to $363 for the same period in 2021. We produced net income of
$3,764. Following the Merger, our business has significantly expanded,
particularly with respect to managed services revenue. Other than net income,
cash provided by operating activities was driven by growth of $1,178 of deferred
revenue and $2,487 of accounts payable, partially offset by an expansion of
accounts receivable and inventory of $4,035 and $562, respectively.



Investing Activities



Net cash used in investing activities during the six months ended June 30, 2022
was $19,546 compared to $204 during the same period in 2021. The use of cash in
the current year was driven by (1) completion of the Merger and (2) continued
investments in our software platforms. We currently do not have any material
commitments for capital expenditures as of June 30, 2022; however, we anticipate
continued elevated capital expenditures in excess of historical trends through
as a result of the Merger, which included acquisition of a software development
team and various new content management and advertising technology platforms.



                                       40





Financing Activities



Net cash provided by financing activities during the six months ended June 30,
2022 was $19,566 compared to $1,745 for the same period in 2021. The increase is
the result of the Company's completion of the Equity Financing and the Debt
Financing (each as described in Note 1 Nature of Organization and Operations to
the accompanying Condensed Consolidated Financial Statements) in the period to
facilitate the Merger, which provided net cash of $10,109 and $9,868,
respectively.



Contractual Obligations


We have no material commitments for capital expenditures, and we do not anticipate any significant capital expenditures for the remainder of 2022.

Off-Balance Sheet Arrangements

During the three months ended March 31, 2022, we did not engage in any off-balance sheet arrangements set forth in Item 303(a) (4) of Regulation S-K.

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