I am part of WebEx I work in the small and medium enterprise segment.
Most of my clients have a very need based understanding of Unified communcations, which includes, centralized telephone systems with call back, call forwarding, mobile email, Instant messenging solutions, SMS gateways, conference call systems , video conferencing systems ..etc.
In my experience, its very much dependent on the vertical, for eg, IT companies have a focus on optimizing cost and their ROI on communication technologies and hence have a cost cutting/ optimization approach, while other verticals have a more convenience based approach, and hence their understanding of Unified communications is different.
Web Conferencing is an unacknowledged requirement for most SMBs ( before WebEx sales guys get to them :-) ) and collaboration and unified communications as a term will take time to get used to.
A positive outcome of economic slowdown is that more and more companies are now understanding that, yes, i cannot afford to spend X on Travelling and are proactively looking at ways to continue to run thier business units ( mostly treated as cost centers rather than profit centers ) at a lower cost. This is pushing towards looking at their entire communication system as a single entity.