I work for a startup in the commercial video space, and one of the reasons we can compete against such giants is that their software really doesn't work that well... even for people who've paid shedloads for Lync.
I also work in the commercial telecommuting space. Its easy to compete there, because existing solutions are so crusty its laughable. All the voice apps revolve around phone calls and conference calls, things rooted in 1800's ideas about communications.
