Microsoft’s recent introduction of its Device Ecosystem Platform (MDEP) has sent ripples through the video conferencing hardware market, prompting discussions about integration, vendor diversity, and the potential for ecosystem lock-in. This new platform, based on Android, offers manufacturers a streamlined path to Teams certification, complete with enhanced security features. While this move could accelerate device development and deployment, it has also raised concerns among industry professionals about its long-term implications for both manufacturers and end-users.
Listen to the entire conversation on AVWeek episode 673
The Promise of Streamlined Integration
MDEP’s primary appeal lies in its potential to simplify the integration process for Teams rooms. By providing a common platform, Microsoft aims to reduce the time and resources required for manufacturers to achieve Teams certification. This could lead to a more rapid proliferation of Teams-compatible devices in the market, potentially benefiting end-users with a wider array of options and faster access to new technologies.
Tom Oliver from Vanco notes the importance of considering the end-user when evaluating new technologies: “Whenever we create a product or do anything internally, the first question we ask is: Is it good for our customer? And if the answer is no, then we don’t even look at that path.”
The Dilemma for Established Manufacturers
For industry giants like Logitech and HP Poly, known for their proprietary operating systems, MDEP presents a challenging dilemma. These companies must weigh the benefits of faster certification against the potential loss of differentiation in an increasingly commoditized landscape. The decision to adopt MDEP or maintain their proprietary systems could have significant implications for their market positioning and product offerings.
Oliver explains the potential downside for manufacturers: “If everything’s the same the only thing it does is going to force down the cost. You have to compete on price only. There’s nothing that’s really going to differentiate you.”
The Risk of Ecosystem Lock-in
One of the most significant concerns raised by industry professionals is the potential for MDEP to lead to ecosystem lock-in. As more manufacturers adopt the platform to streamline their certification process, there’s a risk that the market could become increasingly homogenized, particularly for smaller meeting spaces.
Brad Terry from Pace University emphasizes the importance of maintaining flexibility: “We’re a Zoom shop, but if I was locked into Zoom on a hardware level, that would be a big deal for us. The competition between these organizations is good for me. It’s good for the end user and being locked in on an infrastructure level would be a big commitment.”
Terry further explains the advantages of platform agnosticism: “I like that if Zoom starts failing and Teams is kicking butt, I can just go reboot all of my meeting rooms and all of a sudden I’m a Teams organization. So that is a huge advantage for me, and I think that it keeps Zoom and Microsoft on their toes on their development process and keeps me winning no matter who wins.”
The Value of Vendor Diversity
The potential homogenization of the market raises concerns about the long-term impact on innovation and customer choice. A diverse ecosystem of vendors and solutions has historically driven innovation and competitive pricing in the AV industry. The fear is that MDEP could inadvertently stifle this diversity, leading to a more uniform and potentially less innovative market.
Bill O’Donnell from Rutgers University highlights the importance of maintaining options: “At Rutgers, it’s almost flavors of soda. And we can’t tell folks, ‘Oh yeah, here, you’re just going to be a Pepsi house.’ No, folks want Sprite. Folks want Dr. Pepper. We try to go as platform agnostic as possible.”
O’Donnell further illustrates this point with an example: “Poly does their own blend… so they can tailor it up and specifically we came at them with, ‘Hey, we’ve been using Lightware’s Taurus switchers.’ And for the longest time, Poly said, ‘Oh yeah, sure. You can control that via third-party control.’ … They said, ‘You know what, let’s work with Lightware.'”
This level of customization and flexibility could be at risk if manufacturers are constrained by a single ecosystem platform.
The Regulatory Landscape
As major players like Barco and Yealink adopt MDEP, questions arise about potential regulatory scrutiny. The consolidation of a significant portion of the market around a single platform controlled by a major tech company like Microsoft could attract the attention of regulators concerned about market competition and consumer choice. This wouldn’t be the first case of Microsoft getting in trouble with regulators.
Balancing Innovation and Openness
The introduction of MDEP presents both opportunities and challenges for the AV industry. While it promises to streamline development and certification processes, it also risks creating a more homogeneous market with less room for differentiation and innovation.
Tom Oliver suggests a balanced approach for manufacturers: “From a manufacturer perspective, I would almost say you have the Teams certified branded one and then here’s the one for Zoom and everyone else. At that point, just watch the market make its decision.”
This approach would allow manufacturers to benefit from the streamlined certification process while still maintaining the flexibility to cater to diverse customer needs and preferences.
Future of MDEP
As the AV industry grapples with the implications of Microsoft’s Device Ecosystem Platform, it’s clear that there are no easy answers. The platform offers tangible benefits in terms of streamlined development and certification, but these come with potential long-term costs to market diversity and innovation.
For end-users, the key will be to remain vigilant about maintaining flexibility and choice in their AV solutions. As Brad Terry notes, “The competition between these organizations is good for me. It’s good for the end user.”
For manufacturers, the challenge will be to find ways to differentiate their offerings and add value beyond mere Teams certification. This may involve developing dual product lines or focusing on unique features and capabilities that set their products apart.
Ultimately, the success or failure of MDEP will depend on how well it balances the needs of manufacturers, end-users, and the broader AV ecosystem. As the industry continues to evolve, maintaining a diverse and innovative marketplace will be crucial to meeting the ever-changing needs of organizations in an increasingly digital world.
Tim Albright is the founder of AVNation and is the driving force behind the AVNation network. He carries the InfoComm CTS, a B.S. from Greenville College and is pursuing an M.S. in Mass Communications from Southern Illinois University at Edwardsville. When not steering the AVNation ship, Tim has spent his career designing systems for churches both large and small, Fortune 500 companies, and education facilities.
