I have been reflecting on these thoughts for the past year, ever since Ubiquiti hosted its UniFi World Conference in 2024. Initially, these reflections amounted to ten pages of unstructured ideas, but I finally took the time to distill them into a central theme: Enterprise.

Looking back over the past five years and projecting forward to the next five or ten, I question whether the concept of “Enterprise” as we know it today will remain the same. The answer, in my view, is no—it will inevitably evolve.

Ubiquiti appears to be embracing a direction that many companies are slow to recognize or adopt. The traditional model of engaging value-added resellers (VARs) or intermediary vendors to accomplish tasks may no longer be necessary. Instead, organizations need skilled professionals who are empowered with business process expertise—individuals who can drive initiatives forward without unnecessary layers of bureaucracy. Businesses are increasingly shifting toward leaner, highly capable teams that can adapt and optimize networks independently.

A prime example of this shift is Ubiquiti’s online store. Consider the traditional process of purchasing enterprise equipment from industry giants (e.g., “Big Green” and “Orange”). It typically involves multiple interactions with sales representatives, engineers, and distributors—only to later discover that the product is out of stock, requiring further adjustments. Contrast this with the seamless experience of ordering from an online store like Amazon Business, where business-critical hardware can be delivered in two days or less. This efficiency empowers teams to drive change and improvement within their organizations without unnecessary delays.

At the conference, the term Enterprise emerged as a central theme. However, I have always found the term ambiguous, as its meaning varies widely. Some define it as supporting specific systems or navigating complex sales channels. But why? In many cases, the justification seems to be “because that’s how it has always been done.”

This mindset is problematic. Technology evolves rapidly, and what was considered best practice six months ago may already be outdated. The industry must be willing to adapt now, rather than clinging to legacy approaches.

Ten months is a long time in the tech world, and significant advancements have been made. Previously, I would have said that Ubiquiti had an “Enterprise problem”, but now, I believe the real challenge is one of scale. However, recent product releases and announcements have begun to dismantle those previous concerns.

The key question is: Have you tried it?

I am not suggesting that Ubiquiti is a universal fit for every enterprise use case. But as with any technology provider, a holistic implementation is necessary to truly evaluate its capabilities. Deploying a single component in isolation rarely offers a comprehensive understanding of a system’s potential. This is precisely why empowered, skilled teams are essential for driving network innovation.

Ubiquiti’s approach to enterprise networking is not just about today or tomorrow—it is positioning itself for the future. And to me, that strategic foresight makes all the difference.

As organizations continue to evolve, so will their applications and internal processes, enabling agile teams to execute with confidence. Perhaps in the near future, Ubiquiti’s online store will introduce an API for seamless integration with billing systems—a development that could further streamline operations.

The future of enterprise networking is shifting, and companies must be ready to adapt.