Robert J. Pera - Ubiquiti Networks, Inc.
Analyst · Wunderlich. Your line is open
Yeah. So if you look at Ubiquiti through the lens of a traditional enterprise sales model, you're not going to understand how we succeed. So let me take you through the UniFi story. So first, we targeted this industry that had very high price, $1,000 Aruba, $1,000 Cisco with the SAP, and the cost of goods in the hardware wasn't much different than consumer. Maybe consumer APs at the time cost $50, and the same hardware from Aruba and Cisco they cost $1,000. And you ask yourself, well, how were Cisco and Aruba able to command a $1,000 an AP? And it's because of a few reasons. Well, firstly, it did have some IT. The software on these APs did work a little better. They did have some credible management software. A lot of the reason though why they succeeded is because that's just how things are done. You have salespeople, you have reps, you have people inside companies making decisions, and there is a mentality where, oh, you have to go with an enterprise vendor, you have to pay 20 times the cost, because that's what everybody does and that's how it's done. And I saw an opportunity to disrupt just the whole sales cycle of this industry. And yes, we started with UniFi, we priced it at $20 (20:51) an AP. It grew very fast. And we never got to the more professional or higher-end companies. We got to people that were using consumer Wi-Fi APs and use managed Wi-Fi applications. And if you went to two-, three, four-star hotels, you'd see 100 SSIDs and UniFi kind of appealed to those customers because it was a very cost affordable system. They could get it up and running and it solved their problems. And so we did very well in this kind of untapped market segment. And over time, we've evolved in feature set, we've improved, we've improved and we've improved, and the volumes have just been significant. I think as of now it should be higher volume than Cisco Meraki. Cisco has three platforms, Meraki, Airespace and Aironet combined. That tells you the idea of the volume. Now in the past two years, we've really turned the corner with UniFi. It's become more than just a Wi-Fi system. We've added switches. We've added gateways. Our controller is incredible. The latest AP performance were showing outperforms anyone in the industry including the vendors I just mentioned. And even – and we still don't have a sales and marketing team. But if you look, now, there's interesting things that are going on. A lot of the traditional system integrators who use Aruba and Cisco, they were turned off by UniFi. They didn't acknowledge it as a true enterprise solution. But if you look over the past year, the tide is completely turning. If you go to third-party communities like Spiceworks, the same operators, the same integrators that are using these high-end enterprise solutions are also now considering UniFi and they're jumping onboard to UniFi. So this is great for us because from a brand awareness perspective, I believe UniFi adds more awareness than traditional enterprise companies, and our ASPs are probably only 10%, probably one-tenth. We don't have any licensing or any subscription charges. So to me, UniFi represents just an ocean of profitability for us. We're still in the phases of driving volume and driving brand awareness. Our website, yeah, I think it's 6,000th or 7,000th in the world by traffic, which is incredible since it's not consumer-facing. And so we're getting to the point where everybody who's using Cisco and Aruba Wi-Fi application knows Ubiquiti. We're on the map. So if we can continue to execute on R&D, which I have confidence we will, not only will we expand ASPs in Wi-Fi segment and adjacent areas like switching and routing, but it opens up everything. If you look at Cisco, 5% of Cisco's business is wireless, but 30% of their business is switching. But wireless is the key to leveraging their other markets. If you look at all their catalyst switching materials front and center, they advertise powering Wave 2 wireless technology. So I think to answer your question, UniFi and Wi-Fi is just the beginning of UniFi's platform potential. And it's more than just about technology, it's about changing how all of this IT enterprise sales cycle works.