The pandemic is mentioned as a consideration in your post but the obvious major pandemic related issue is not.
There is a pandemic caused shortage of electronic components. It has been all over the news for the last year:
Electronics supply chains are stuck between a pandemic and a trade war. Where do they go from here?
Published July 23, 2020
How COVID-19 Has Impacted the Electronics Supply Chain
Jun 2nd, 2020
Apple Is Said to Face Shortages in Power Chips for iPhone 12
Nov 4, 2020
Why We’re in the Midst of a Global Semiconductor Shortage
February 26, 2021
How a Chip Shortage Snarled Everything From Phones to Cars
March 28, 2021
Global Shortage of Computer Chips Hits US Manufacturing
Paul Caine | July 29, 2021
No company is going to spend big advertising dollars rolling out a new product when the ability to supply that product is in question.
KT decided to move ahead with a online campaign and BIEL has done a good job suppling them under the circumstances. KT's expansion into the UK could not start shipping devices until a month after their launch there.
DJO is doing very little promotion.
SAI delayed their launch all together.
We wonder why there is no news on the new International Partners. A lack of devices to sell seems like a given with the Chip Shortage.
The increase in 'Cost of Goods Sold' is because the parts that BIEL can get are more expensive due to the world wide shortage.
When BIEL can get the parts it needs to supply devices to all of the OEMs and Distributors we will get the promised Sales growth that the Pandemic has delayed.