Communications platform Zoom has used its latest conference to announce a suite of new updates that put the company’s focus firmly on those using hybrid working practices.

Once the darling of lockdown, Zoom has struggled to maintain its newfound market share post-pandemic, as the likes of Microsoft invest heavily in their own platforms to try and get a stranglehold on the lucrative corporate market.

In light of this competition, Zoom has seemingly narrowed its focus to the companies operating hybrid working practices, where employees split their time relatively evenly between working remotely and in the office.

At its Zoomtopia conference, the corporation’s global lead for UCaaS Product Marketing, Theresa Larkin, noted that returning to office environments after working remotely can be “challenging” and that “we all need flexible workspaces that encourage new ways to engage with virtual and in-person teams.” She went on to say that individual voices need equal opportunity to be heard, “no matter where they’re located”.

One new product the company hopes will help achieve this is Zoom Clips, which will allow users to record, edit, and share short video messages. The hope is that these clips (which can be shared outside an organisation as well as within) will cut down the number and duration of unnecessary calls or meetings.

On the flip side, Zoom will also update its Workspace Reservation tool, so those working in an office can more easily find others regardless of where they’re hot desking, to join them for in-person meetings or collaborations. A later update is expected to let employees know when teams or colleagues they regularly work alongside are in a meeting, so they can consider joining.

Whilst these updates are likely to be welcomed they have come at a potentially difficult time for Zoom. The company that was previously (and perhaps understandably) a torch bearer for remote working hit the headlines recently after calling for its own disparate workforce to return to office locations.

Surely enough, this development was mentioned in numerous reports on the latest Zoom announcements, with some commentators noting the seeming disparity between what the company offers others compared with what it does itself.