Omnidirectional loudspeakers feature a full hemispherical coverage pattern. Due to the speaker's
360 degrees coverage in the horizontal plane, fewer speakers are needed in most installations.
The ultimate goal has been to develop a speaker that actually disappears in the room. Loudspeakers that are easily to locate by any listener can be disturbing.
The conventional definition of sound is the energy emitting from a sound source plus its volley of early reflections that actually goes into our perception of what a sound really is.
Omnidirectional loudspeakers generate a very natural sound dispersion because of their imitation of a true natural (and omnidirectional) sound source.
Regular loudspeakers are perceived as early reflections of a sound whose direct version is missing, because they radiate with a non-natural sound dispersion. So we're actually listening to the first of a set of early reflections.
Over the last ten years some kind of agreement established among loudspeaker designers, that imaging and timbre sounds improve when we have good wide dispersion of high frequencies.
Especially the sound reinforcement in a live conference situation there listeners have to highly concentrate on spoken words, a wide and natural sound dispersion enables a much more relaxed listening.