For starters, it's hopefully not horribly clunky and over-priced.

I use Webex frequently, but hardly consider it an optimal product.

The notable differentiating factor I can see is tight integration with social. I'm not sure WebEx supports that, albeit it's been a while since I used it. That is also not a significant competitive advantage. I would think their focus is on usability rather than features, at least that is what I gather from reading the article.

Hopefully it won't suck as much as Webex and Blackboard.