Robert J. Pera - Ubiquiti Networks, Inc.
Analyst · Jess Lubert from Wells Fargo. Your line is open
Okay. I like these questions, okay. So UniFi I think is our biggest growth driver over the next, let's say, year to two years. So let's look at why UniFi has grown almost 100% year-over-year. So I think it has been a couple of things right now. First, we've dramatically improved the user experience. The original UniFi was a clunky server installation, pretty clunky controller and UI. And over the past year and a half with the introduction of Cloud Key, with the introduction of UniFi firewall (18:06) controller, we've totally revamped the user experience. It is super cool, it is zippy, it is loaded with features. And combine that with, we had UniFi AC, a relatively decent execution on UniFi AC at price performance disruptive access points. And those two things combined, the user experience of the new controller, firewall (18:34) controller, with decent execution on the AC wireless access points kind of exploded this growth. The user experience, also what it led to is, security gateways and switches also picking up because people saw this great UI that was loaded with features and was really slick and they thought, okay, well, I'm using UniFi WiFi and I love the experience. Now they have switches and gateways available, I'm going to buy those too. And so, maybe in the past, when we first introduced the switches and security gateways, they didn't get any traction because we had fundamental issues with the user experience of the controller. Now that those are solved, you are seeing switches and security gateways pickup. I don't know what percentage of the business they are, but I think in their own right those are tens of millions of dollars per year roughly, right now, and it's going to keep increasing. Now, what is exciting about UniFi, ASPs (19:43) are really low. So if you look at Cisco Meraki, if you look at Aruba, if you look at maybe even Ruckus, most of their ASPs are probably going to fall in between $500 and $1,000 for an AP, plus you have service revenue, licensing support and all those things. The strategy we've gone with UniFi is, we want to just drive volume. So we've been really aggressive with price points. We have new PoE switches at $99. We have new Mesh APs at $99. We have AC APs at $80, pretty much, much lower cost than even consumer gear, but you're getting this whole software defined networking experience with tons of enterprise features. And we've just – our mission has been to drive volume, increase the brand awareness, and I think it's working. Now, the weakness is our – in UniFi is I would say the quality of supporting high density maybe networks, our QA, like I said with AmpliFi, our ability to get products from completed development into the sales channel, hose things we have to improve and we're improving on right now. And my hope is, next year, the story for UniFi will be a couple of things. First, it will be expansion of ASPs. We're about to release similar products that are going to be much higher ASPs, still less expensive than Cisco and Aruba, but compared to UniFi ASPs are going to be very high. And I think there is a big part of our market that will love those products. Now, along with that, we're going to offer increased support, hosted controllers and that's going to contribute the service revenue. So, I think if we can execute on these increased ASP products and our service revenue strategy, I think UniFi goes from being a nice business to a phenomenal business. So, that's the strategy we have for our UniFi over the next one or two years.