Cisco officials have been saying that the vast range of these products is a proof of its interest in the integration as well as the expansion of the latest video related technologies with the usual and traditional collaboration tools. These collaboration tools include the ones like instant messaging and presence. Another new tool called the Inter-company media engine emphasizes on making the companies able to share their communication which is business to business over any of the IP networks.

The products were mainly designed for making it easy for the companies to combine the data from video and other related media produced on any kind of the devices. These devices range from the tele-presence videoconferencing systems to such video cameras which are handheld flips, and the pictures and recordings also which were taken by the smartphones.