Probably best to do it sooner rather than later when there might actually be a competitor capable of supplying product. This is one of those defining moments for a company, do we sit on the old product (which seems safest but is actually the riskiest long term strategy) or do we have a plan for the future? That plan may fail, but sitting on your laurels has always failed. You have customers hungry for product and countries hungry for new markets to enter, a dangerous time to be a legacy manufucturer.