I think it's very similar to how Trello made an impact in their segment. After a point, simplicity is what literally what people want. You can check the customer acquisition page of WebEx and Zoom and you'd know the difference of how easy it's for someone to get started with Zoom and set up a webinar or video conference.

IMO there was a point at which Microsoft, Google, Cisco etc. just stopped innovating in the videoconferencing space and relied on their sales teams to get new customers and keep existing ones. Zoom has really stepped up in their absence and moved the experience a few years into the future.

It used to take thousands of dollars and loads of specialized equipment to get a videoconferencing solution for a single room, and even then half of every meeting would be spent getting it to work. Now you need an iPad Mini with the Zoom Rooms app and everything just works.

I suppose complacency and other things (bureaucracy, politics, risk adversity etc etc), especially by the big leading companies is what makes them not always continuing to innovate, thus allowing smaller players to enter. Look at Tesla for example. Also, in software, I’m always amazed by how successful Slack is but I suppose they’re competing with a lot of old legacy tools like Skype (again) that even though they have a lot of usability things they probably should fix, they are doing quite well.