Yesterday I read the “Omdia Universe: Smart Collaboration Devices 2025 report“. This was promoted by Cisco who, as you may know are currently the fastest growing Microsoft Teams Room MTR provider whilst also of course having their own Webex Meeting platform and experiences.
In this blog, I summarise the key insights that jumped out to me and cover how the report reveal how Cisco are re innovating in this crowded space and differenting themselves through their inter-connected portfolio.
I also look at what it all means for organises who use Webex and of course Microsoft Teams, and why – in this rapidly shifting collaborative landscape – why not all vendors in this space are equal.
The Omdia Universe Report
The report looks at 11 of the top-tier vendors across 18 categories and 20 subcategories, evaluating everything from AI-driven features to deployment simplicity. It looks at the current state and evolution of our hybrid work era where every meeting room is expected to deliver a seamless blend of hardware and functionality to drive productivity and foster a culture of meaningful collaboration.
Early on in the report they bring out the market trends and growth which is important.
State of the Meeting Room Market
The report reveals that one of the primary priority for most organisations is to expand video capabilities across every type of meeting room. This ambition to improve the user experience, together with regular room refresh initiatives, is fueling continuous market growth. Key sectors such as local government, finance, legal, education, and technology are actively deploying these solutions to support both hybrid and in-office workforces.
Although the video conferencing market is mature, recent innovations, especially AI enhancements like active speaker tracking, auto-framing, presenter tracking, background noise cancellation, and audio/video zone fencing, are reinvigorating this space. These features are designed to ensure meeting equity by making every participant visible and audible.
Additionally, collaborative services that offer meeting transcription and summarisaon have become transformative, as enterprises increasingly desire devices that operate seamlessly without manual intervention.
The report concludes that looking ahead, industry leaders like Microsoft and, Cisco are expected to spearhead the integration of meeting room budgets and projects through unified platform-driven experiences.
With hybrid work becoming the norm, the smart collaboration devices market is poised for further expansion, building on a 10% year-over-year revenue increase in 2024 and anticipated even stronger growth in 2025.
Key needs from business include’
- Broad solutions matter: What organisations demand goes beyond just high-quality video; it’s about having the flexibility to address complex meeting room setups, catering to diverse environments – from intimate huddle spaces to large, multifunctional boardrooms.
- Integration is king: Unified and connected ecosystems are essential to success. Devices must not only work well independently but also integrate with the software platforms we use every day such as like Cisco Webex and Microsoft Teams.
- AI and automation: From real-time noise suppression, participant identification, smart meeting notes and inclusion, to intelligent framing and dynamic meeting analytics, AI is transforming devices into interactive partners rather than mere tools.
- Refresh is at an all time high. The Covid Era of quick purchases and decisions is past us and the next 2 years show huge demand from customers and growth from partners who operate and excel in this space.
Deep Impact: Cisco’s Differentiation
In short not all collaboration vendors are equal. When we ask, “Who really understands the future of collaboration?” the answer resonates with Cisco’s long time history and performance in this space.
Despite the decline of Webex platform usage over the years and the huge adoption of Teams, the report shares how Cisco is truly the “full stack” visionary in this segment, and here’s why according to the report:
- End-to-End Ecosystem Integration: the report calls out that Cisco’s Webex devices aren’t just about a good video endpoint. They are part of a growing broader ecosystem that unifies Cisco’s hardware, network infrastructure, observability platform and other software. For customers and partners, this means easier deployment, streamlined management and an elevated user experience across different meeting room types which leads to higher productivity and a sense of continuity. What really impacts this is that the integration even extends to Microsoft Teams, offering a fluid experience for organisations that want to maintain their existing Teams environment while leveraging Cisco’s robust hardware solutions.
- AI-Driven Excellence: while platforms like Cisco Webex and Microsoft Teams have AI embedded in the software, the newest Cisco hardware leverages NVIDIA GPUs and NPUs to go beyond “good enough.” The report calls our how they deliver advanced features like intelligent framing, active speaker tracking, and background noise elimination at the hardware layer. Just like Copilot+PCs that do the same on the desktop, Cisco by putting in their meeting room endpoints don’t simply improve call quality, they change the dynamics of how teams interact in both in-person and remote settings. This AI-first approach creates a “meeting equity” where every participant is seen and heard clearly an essential ingredient for effective hybrid work and something that is key for inclusion and accessibility too.
- Webex Control Hub & Management Simplicity: Another big call out is Cisco’s centralised management suite. Whilst Microsoft Teams has a Teams Room Pro portal which is very good, the report details how Cisco takethe headache out of device provisioning and monitoring especially where organisations have a mix of platforms but standardise on Cisco hardware. This ease of use, combined with proactive analytics, provides a level of operational insight that few competitors can match. With new AI features around management and the integration of the network this kind of thoughtful design allows IT teams to focus on strategic priorities rather than firefighting everyday issues across rooms, network etc.
- Interoperability with Teams: In today’s environment, larger organisations are often split between different collaboration platforms or may be shifting from one to the other. Cisco’s revised strategy is smart, as it ensures that while Webex remains the backbone for in-room experiences, its devices are “platform agnostic” enough to also be a Microsoft partner and fully support Microsoft Teams. This means businesses don’t have to compromise on one technology over another—they can have the best of both worlds. This is good for sustainability, consistency and for Cisco and Microsoft partners a kind.
Where other vendors fall short
The report also pulls out that while many organisations have vendors preferences (or at the flip end don’t – and use a mix devices, not all are equal.
This is based on the pain points reported by enterprises which are summarised in the report as follows
The report gives scores across the main key vendors and shows Cisco as a clear leader mainly because.
“Cisco emerges as a leader in this Omdia Universe report on smart collaboration devices. Cisco’s” Leader” status is attributed to its exceptional performance across all evaluated categories. The company achieved an impressive overall unweighted score of 90% for its capabilities, 85% for strategy and execution, and a solution breadth score of 97%”
Webex & Teams: Bridging the Divide
Back on Cisco, the report calls out that conversation around collaboration tools is incomplete without recognising the symbiotic (and still new) relationship between Cisco Webex and Microsoft Teams. The once enemies in the Collaboration spaces, Cisco, to avoid loosing any more market share have now truly partnered. The report calls out tha while Webex hardware is the go-to for feature-rich, AI-driven collaboration experiences, Microsoft Teams remains indispensable due to its deep integration into enterprise productivity suites like Microsoft 365 and of course Copilot. This unification of the two brings the best of both!
The report also calls out the reasons some firms still stand behind Webex and why Teams as a platform is the choice by most.
- Webex: Cisco’s Webex is celebrated for its polished, intuitive interface and extensive feature set. By offering advanced meeting controls, real-time transcription, immersive audio, and intelligent device management, Webex sets the standard for what “smart collaboration” should feel like.
- Teams: Teams is deeply entrenched in the daily workflow of almost every enterprise thanks to its seamless integration with other Microsoft 365,its extensibility and of course Their Copilot AI offerings. Cisco’s ability to support Teams via its hardware bridges the gap, allowing organisations to invest in robust, vendor-supported devices without needing to choose exclusively between platforms. Those that choose Teams (as long as they don’t need Windows powered systems) get a truly awesome experience.
Cisco, by ensuring that devices work seamlessly across these two major platforms, they not only reassures current customers but also attracts enterprises looking to future-proof their collaboration investments.
This value is multiplied for organisations that also invest in Cisco networking solutions with the integration, aligned management and insights across their estate that no other vendor can provide.
Read the Report.
The Omdia Universe: Smart Collaboration Devices 2025 report is work a read as it is more than a scorecard.
NOTE: Whilst this blog pulls out the huge advantages of Cisco, the full report actually show that as well as Cisco, HP Poly, Logitech, Neat, and Yealink also shine.
Regardless of your vendor of choice the message to IT leaders grappling with hybrid work challenges is to ” invest in solutions that blend robust performance with seamless platform integration. Whether you lean towards the established sophistication of Webex or the cohesive productivity experience provided by Teams, the future of collaboration demands a thoughtful, integrated approach.
My view
As a proud Cisco and Microsoft partner, I believe that Cisco’s revamped video collaboration solutions integrate seamlessly with both Webex and Microsoft Teams while driving innovation for both platforms.
Cisco is also (through help of partners and putting their money where their mouth is) effectively overcoming its legacy reputation of “complex and expensive” , where customers once perceived their devices as outdated, expensive, and burdened with complex licensing and procurement processes.
As highlighted in the report and reflected in our customer experiences, those concerns are now outdated. Cisco devices are readily available at competitive pricing through collaboration partners like Cisilion, and the benefits are further amplified when customers invest in the broader Cisco infrastructure portfolio, including networking, ThousandEyes for enhanced visibility and performance, and secure access solutions.
Share your thoughts… Keen to know your views.