Skype Gets a Big Makeover Focused on Messaging and Social Sharing (Jun 1, 2017)
Skype is one of those odd products – a fairly sizable communications property owned by a major tech company, and yet one which doesn’t make much money, isn’t growing much, and hasn’t really been focused on either messaging or social communication. It’s been clear, though, for some time that Microsoft would very much like Skype to be a big part of its consumer push and become more of a messaging- centric app, and the makeover it announced today seems like a big step in that direction. The new design, rolling out first on Android and later on other platforms, puts social sharing and messaging much more prominently in the app, but that’s no guarantee that people will actually use those features more or even see Skype as a natural place to do that kind of sharing. I only ever use Skype for work phone calls at this point, and others I’ve spoken to who use its messaging features use those almost exclusively for work communication too, so I’d be very curious to hear more from Microsoft about who is using messaging on Skype and what they’re using it for. My guess is that, for all the changes Microsoft is making here, it won’t be that much more successful than in the past in making Skype a mainstream consumer service or app for social communication and messaging. It doesn’t have the brand or the user base to make that objective work. It’s also adding in more bots, an effort that began with a bang at Build last year but has been quiet since, but again those will only be relevant inasmuch as people are spending a lot of time in Skype already and want and expect to find those interactions with brands and companies there. In the end, I don’t see anything here that makes me think Skype is going to become a radically different animal, even if it might look quite different after these changes. And that’s emblematic of Microsoft’s broader consumer challenges: it simply doesn’t have a broad-based consumer play at this point beyond productivity.
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