Should Ubiquiti prioritize expanding the EdgeMAX product line or focus on enhancing existing models for better performance?

Introduction

The trade-off we're examining today is whether Ubiquiti should prioritize expanding the EdgeMAX product line or focus on enhancing existing models for better performance. This decision is crucial for Ubiquiti's market position in the networking equipment space, particularly in the prosumer and small-to-medium business segments.

My analysis will cover product understanding, stakeholder impact, metrics identification, experimentation, and a decision framework to guide our strategy.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking EdgeMAX might be facing increased competition. Could you share how EdgeMAX's market share has evolved over the past 12-18 months?

Why it matters: Helps assess the urgency of product line expansion vs. enhancement Expected answer: Slight decline in market share Impact on approach: Would lean towards enhancement if share is declining rapidly

• Considering our revenue model, I assume EdgeMAX contributes significantly to our bottom line. What percentage of Ubiquiti's revenue comes from the EdgeMAX line currently?

Why it matters: Determines the strategic importance of EdgeMAX to overall business Expected answer: 20-30% of revenue Impact on approach: Higher percentage would justify more resources for expansion

• Looking at user segments, are we seeing any shifts in demand between prosumer and SMB customers for EdgeMAX products?

Why it matters: Identifies which user segment to prioritize in our decision Expected answer: Growing demand in SMB segment Impact on approach: Would influence feature prioritization in enhancements or new product development

• From a technical standpoint, what's our current capacity for simultaneous product development and enhancement projects?

Why it matters: Assesses feasibility of pursuing both strategies Expected answer: Limited capacity, can fully support one major initiative Impact on approach: Would necessitate choosing one strategy over the other

• Regarding timeline, are there any upcoming industry events or competitor launches that might influence our decision's urgency?

Why it matters: Helps set project timelines and prioritization Expected answer: Major networking conference in 6 months Impact on approach: Would accelerate decision-making and implementation process