It’s been a crazy few years for Lifesize, but the company’s founder and CEO Craig Malloy is happy to report that the recently reorganized and once again independent business has had a lot of success in the last year and seems to be on the right track.

Lifesize has more than doubled its number of unique paying customer accounts in the last year; has more than 3,200 paying customers, including such clients as Omnicom Group, SurveyMonkey, and Twilio (News - Alert); is adding new customers at a clip of more than 140 a month; and has seen 340 percent year-over-year growth in registered individual users making calls.

All this comes following Lifesize’s pivot from selling expensive, on- premises room videoconferencing systems with little in the way to address desktop and mobile users to introducing a cloud-based meeting platform and related cameras that support audio- and videoconferencing, recording, and streaming for use in conference room, desktop, huddle room, and mobile environments.

Lifesize reinvented itself, Malloy noted in a recent interview with INTERNET TELEPHONY, in the 2014-5 timeframe to deliver a value proposition that supports the newly democratized world of conferencing, enabling customers to sign up online for a free trial of its service, easily download mobile and web apps to use those services, quickly install the plug-and-play cameras and launch service, clearly understand the pricing for its services and capabilities, and scale as needed.

The company’s reinvention also involved Lifesize freeing itself from Logitech (News - Alert), which bought the company in 2009. At the time of that acquisition, he said, it was Logitech’s intention to expand into business solutions. However, that didn’t pan out as planned, so business-focused Lifesize under consumer retail brand Logitech ultimately “was a square peg hanging out in a round hole,” Malloy said. So, armed with some venture capital funding, Malloy staged the spinoff of Lifesize, which was completed early this year.

The fact that Lifesize can deliver a high quality and highly integrated solution with cloud-based meeting services and its affordable and easy to implement cameras; that its solutions are integrated with Skype for Business; and that it’s already seeing great traction with these solutions position it well to compete with Cisco and Polycom (News - Alert) in a market that’s valued at $9 billion globally, Malloy said.