"The future of a company is less about the nature of its issues and more about its capacity to invent social structures able to solve them". Technology is important but the race to change organisational sharing behaviours is a marathon not a sprint.

We've all been in technology long enough to know that competing vendors catch up with each other on features, benefits etc - in the same way the big social platforms have done over the years.

The capacity to change (a product) before the case for change becomes desperately obvious is what a company should buy. WebEx Social has 4 releases a year with many features based on customer feedback because you know, this kinda reduces the risk of getting it wrong.

Cisco's deep integration with voice and video is of itself a killer app because it makes people feel 'strong and connected' (try writing a business case around that!).

That's why right now, Cisco is the finest runner in that race.