Barack tethered

Have you noticed President Obama is never photographed using a mobile anymore? Here are some pics from The Official White House Photostream on flickr by Pete Souza. 

Given how many hours the President must spend on a phone, is a Bluetooth or other wireless headset out of the question?

tags: barackobama, whitehouse, gov, phone, telephone, telephony, mobile, landline, government

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Why Oprah's Skype day was ineffective: tone and Skype

Skype earned market acceptance when Oprah said "I love Skype" in 2008. Skype started to become a household name as Oprah brought guests to her her weekday show.

Thursday, a year later, she spent an hour in Skype's honor. Nothing happened; Skype's download rate didn't budge.

The "Where the Skype Are You?" show aired Thursday, 05/21/09, at 4:00 pm in most US and Canada markets, rolling across time zones. U.S. Memorial Day weekend might have dampened the "Oprah Effect." A few weeks' earlier, the Oprah Winfrey Show had a Nielsen Television rating of 5.4, 6,197,000 audience, and 7,110,000 viewers for the week of 04/27 - 05/03 2009.

Why didn't Oprah's Skype day work?

The small problem: The tone was wrong. It felt like an infomercial more than a celebration of broadband Internet's ubiquity. Oprah's delivery was wooden, the Skype conversations banal, video quality variable.

This episode must have looked great on paper. Skype reinforces several Oprah themes: Surviving tough economic times by using free or cheaper tools. The importance of family and communication. That we live in a connected world and affect each other. 

Sadly, Oprah's regulars already knew the Skype basics, having seen dozens of guest appearances over Skype. Skype day became a "best of" show; not the most exciting format.

The huge problem: Fans could not Skype Oprah. Unlike twitter, where Oprah created an account that everyone could follow and message, Oprah did not give out a Skype account for fans to befriend. People want to be closer to their celebrities so, for example, they followed Oprah on twitter; 1,182,301 at last count.

Why couldn't a million fans Skype Oprah?

Twitter scales well for their news and celebrity users (ones with high TV ratings). Fame changes relationships from symmetrical (we friend each other) to off the charts. 1,182,301 twitterers follow Oprah, Oprah follows 14.

Could Skype handle an Oprah account? Or a Coke, a White House, or an American Idol account? What would happen if someone with a fan base used the web and television to invite a million people to befriend them in Skype?  No PSTN, just in-network Skype activity. One user with a million friends.

Skype is engineered for the average user, with a handful of contacts and modest levels of activity. For the most part, Skype's network is thin, flat, like the long tail in a power curve.

Power skypers, like Skype Journal readers and those who work at Skype or who use Skype for selling, may have a few hundred or a few thousand contacts.

Stressors come to mind:

1. Approval work flow. Can you imagine opening up your Skype client in the morning to approve a hundred new contacts? You might get through 100 in 15 minutes if you click 'add to contacts' blindly. 1000 per day at 6 seconds each? Almost two hours. A million? 1,666 hours, about nine months. For all practical purposes, this must be automated.
2. Client Account Storage. Can your Skype client hold a million contacts? No. Even if it was the only software running and you had all the memory in the world, your Skype client was never built to hold that large a contact list. While some enterprises have hundreds of thousands of employees and and millions of stakeholders, Skype for Windows or Mac will slow to a crawl and crash when loading that many contacts. Let's say each new contact's profile, avatar, and history uses .1 MB. The contact list alone would be 100k MB. Skype still thinks like a phone or mobile phone company, not like a social network.
3. Presence and Activity Streams. Skype updates your friends when you log on, log off, or otherwise change your presence. A Skype client would be very busy with hundreds of thousands of mood and availability updates. Presence data might be very useful to the celebrity if you want to narrowcast updates ("today's show is about puppies") only to people who are online; no need for you to see the message when you log in next week.
4. Navigation. Skype's UI is not designed to let search, sort, browse, discover, organize a million contacts. Not even ten thousand contacts.
5. Filtering contact activity. If you friend them, they will IM, call, and send you files. I sometimes have a dozen public chats and private conversations going at once; dizzying. What happens when ten thousand people try to chat with you during today's financial conference call? You must automate your responses in ways that produce meaningful experiences and that route callers to relevant people and services.
6. Public vs. shades of private. Former eBay CEO Meg Whitman revealed a deep flaw in Skype's identity system. Her MegAtWork Skype account was different than her personal account, and she could only log in to one at a time. Techniques vary, but a celebrity must be able to manage personal, family, workplace, acquaintances, and fans from one login, disclosing only as appropriate.
7. Swamping Skype supernodes and relays. What happens when one node on the Skype network connects with five to ten percent of the whole network? Can enough supernodes emerge in Chicago for Oprah, for example, to support all the new connections, updates and conversations? Will this hurt the experience of other Skype users in Chicagoland? How much of updating is done directly between a Skype client and Skype's presence and client-backup servers? Can that client-server connection be swamped as the volume rises four to five orders of magnitude over the norm?
8. No server side messaging, voice, video APIs. No software developer in their right mind wants to build and operate their own IM gateway. Think thousands of Skype clients running on hundreds of boxes, each needing careful administration. Instead they want to talk to a web service API. Services like IMified (congratulations, Voxeo!) let you design and run bots for the AIM, Yahoo!, Microsoft, and Google networks in hours, and without your getting into the gateway business. Skype isn't on the list because it doesn't host a public web service interface to the Skype network.

Why would Oprah want a million Skype fans?

Why would a brand or celebrity want to have a Skype relationship with so many people? For companies on Cluetrain 1.0 (markets are conversations) and moving to Cluetrain 2.0 (markets are relationships), Skype offers opportunities for engagement and intimacy. Unlike blogs or services like twitter, Skype conversations are held privately.

How will Oprahs engage?

1. Broadcast alerts and information. IM news relevant to fans based on language, interests, location, and length of relationship.
2. Deliver services. You could sign up for Oprah's book club, update Oprah's magazine subscriptions, get the link for the episode you missed, get local show times for next week, or suggest a show topic. Harpo Productions could support those services through a blend of voice mashups and call centers. How about Skyping an Oprah account that played a Skype video of her last show, or a show on demand?
3. Bring fans together. Introduce fans with similar interests to each other. Host thousands of small salons in Skype public chats before or after a show, or about a theme or a magazine topic. Help the millions find others to solve problems, share burdens, and make sense of the world.

See also:

• Jim Courtney's great play-by-play of the Oprah show
• flickr set of photos from the show

tags: skype, tv, television, us, canada, marketing, promotion, tie-in, oprahwinfrey, oprah, theoprahwinfreyshow, scale, fame

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

eBay puts distance between Skype and Markets

You knew it was coming. Now eBay is weaning its markets sites from Skype influence. No longer is Skype among "More eBay Sites."

Meanwhile, eBay forbids Skype links/buttons in listings.

Skype voice and chat buttons in listings are being discontinued

eBay is discontinuing Skype voice and chat buttons in listings as of June 10, 2009 in an effort to remove features with limited buyer and seller usage.

This change does not require any action on your part. We are just notifying you that as of June 10, you will no longer see the Skype voice and chat options when you list new items, they will not be included on the new item page, and they will no longer appear in your existing listings.

We appreciate your continued commitment to good communications with your customers.

Sincerely,
eBay Seller Team

"Features with limited buyer and seller usage"? It's a shame how no executive in eBay markets had ownership of Skype integration. eBay made it awkward and difficult for sellers to try; Skype never had a chance with such passive-aggressive behavior from eBay.

One more nail in "synergy."

tags: skype, ebay, integration, synergy

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Tune in to the Revolution. Live.

Anything with Susan Crawford has my attention. Tune in now.

hashtag: #fpdc

Tune In, Agenda, Speakers, Resources, News, FAQ

 

News release:

Michael Copps, Vivian Schiller, Susan Crawford to Keynote Free Press Summit

Event to highlight public interest policies on Internet, journalism and public media

WASHINGTON -- The Free Press Summit: Changing Media in Washington, D.C., tomorrow will feature keynote speeches by Acting Federal Communications Commission Chairman Michael Copps, Vivian Schiller, president of National Public Radio, and Susan Crawford of President Barack Obama's National Economic Council.

What: Free Press Summit: Changing Media
When: Tomorrow, May 14, 2009, 9:30 a.m. -- 5 p.m.
Where: Newseum, 6th St. and Pennsylvania Ave., Washington, D.C.

*** The Free Press Summit will be streamed live at http://www.freepress.net/summit

The one-day event will highlight the policies to reshape the future of the Internet, journalism and public media. Free Press will also release a new book, Changing Media: Public Interest Policies for the Digital Age. The full agenda is included below.

9:45 a.m. Welcome to the Free Press Summit

• Josh Silver, Free Press
• Alberto Ibargüen, The John S. and James L. Knight Foundation

10:15 a.m. Changing Media: Public Interest Policies for the Digital Age

• S. Derek Turner, Free Press, discussing Dismantling Digital Deregulation: Toward a National Broadband Strategy
• Craig Aaron, Free Press, discussing Saving the News: Toward a National Journalism Strategy

11:00 a.m. Morning Keynote

• Michael J. Copps, Acting FCC Chairman

11:45 a.m. A View from the White House

• Introduction: Tim Wu, Free Press
• Susan Crawford, President Barack Obama's National Economic Council

12:00 p.m. Roundtable Discussion on Changing Media

• Ray Suarez, The NewsHour (moderator)
• Reed Hundt, Former FCC Chairman
• Michael Powell, Former FCC Chairman
• Jessica Rosenworcel, Senate Committee on Commerce, Science, and Transportation
• Ben Scott, Free Press
• Ram Shriram, Sherpalo Ventures

1:00 p.m. Interactive Discussion: The Future of the Internet

2:15 p.m. Afternoon Keynote

• Introduction: Alexandra Russell, Free Press
• Vivian Schiller, National Public Radio

2:30 p.m. Interactive Discussion: The Crisis in Journalism

3:30 p.m. Interactive Discussion: Public Media’s Moment

4:45 p.m. Closing the Free Press Summit

For more information about the Free Press Summit: Changing Media, visit http://www.freepress.net/summit

###

Free Press is a national, nonpartisan organization working to reform the media. Through education, organizing and advocacy, we promote diverse and independent media ownership, strong public media, and universal access to communications. Learn more at www.freepress.net

Why a Skype platform can lead to happiness

Here's a 2004 TED talk by Malcolm Gladwell about the importance of variability in product design.

He concludes with four points.

There's a disconnect between what people say they want when you ask them (in focus groups, for example) and what they really want and do. We all say we like dark, rich, roasted coffee but many of us like weak, creamy coffee.

Horizontal segmentation can reveal that there are many variations of a product, each with their own appeal to the many variations among people. I like chunky tomato sauce, you like spicy. Until you reveal and test the clusters across a zillion dimensions, you'll never know how you should extend your product family.

While chefs have an idea that there is one right way to make a particular dish, they are wrong. The Platonic Ideal of a product misses that everyone in that restaurant has a different experience, different tastes, and that the chef's perfection of poached halibut will only produce an "average" happiness.

By searching for human variability and embracing human diversity, we'll find a truer path to true happiness.

On to Skype.

Talk is a fundamental human activity and it's tough to create access to the Skype network from everywhere people talk (or would talk if they could).

So Skype gives us one Skype. It's squeezed into different shapes to adapt to different devices and operating systems, but it's the same Skype.

This is not enough. Skype knows it.

Skype is resource constrained. Everything they have is going into creating access to Skype dialtone. There is no way they can create 20 variations of Skype for Windows to serve different market segments. Let alone the thousands of variations by which people meet, engage, interact, play, learn, discover, fight, love, and experience each other.

So Skype needs a multiplier.

A multiplier that lets thousands of teams of developers fashion a Skype that meets their way of talking and being social.

We call that platforming. Giving a solid foundation, a platform, on which others can build.

Skype has several weak programming platforms now, all of them under review. The review is good.

Because for as big as Skype's market is now, it can be orders of magnitude larger. And Skype doesn't have the time or people or money to make Skypes for all those contexts.

Skype for WoW.

Skype for First Responders.

Skype for Shoppers.

Skype for Stock Brokers.

Skype for Grandparents.

Skype for the Hypersocial.

Skype for Twitterers.

Skype for Getting Things Done.

Skype for Lovers.

Skype for Musicians. (I met a company that has this as a business plan)

Skype for Projects.

Skype for Poken.

Skype for Sales.

Skype for Lawyers.

Skype for eBay Power Sellers.

Skype for Product Managers.

Skype for Hello Kitty.

Skype for IMDB and other movie lovers.

Skype for Manchester United.

And a thousand more.

Each with their own social and communication patterns, their own feature priorities, different measures of success, integration with different other systems, and support requirements.

What would they have in common? An underlying brand ("Skype inside"), one login, backup, in-network connection to other Skype users, encryption, contact lists, history.

And an ecosystem eager to pour a liquid Skype into the forms that make each community, each niche, each segment, each person very very happy. 

tags: skype, platforming, design, technology, malcolmgladwell, spaghetti, tedtalks, happiness

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Download Gladwell's talk

• Audio to desktop (MP3)
• Audio to iTunes (MP3)
• Video to desktop (Zipped MP4)
• Video to iTunes (MP4)
• Watch this talk as high-res video (MP4)

Q. What are the Skype TechPolicy issues?

I'm heading out to a technology public policy conference today. Tuning my ear to listen for new issues. Some already on the Skype plate...

• Mobile Carterfone – freedom to use the device of your choice on a mobile network
• Mobile Net Neutrality – US mobile carriers are blocking Skype voice calls from data services. See iPhone and Windows Mobile store policies written by carriers.
• Net Neutrality – ISPs banned Skype. Should that be OK?
• P2P Freedom – As Skype shows, p2p has legitimate uses yet copyright industry groups draft laws banning the technology.
• Rural Access – Skype users needs cheap, capacious, ubiquitous, expandable broadband to the home and office.
• Telco Antitrust – The big mobile, landline, and cable carriers are very profitable, even in a horrid economy. Evidence of undue market power?
• Privacy – The US government is funding research to intercept Skype calls and uncover your Skype contacts
• E911 – When does Skype become responsible for helping people call emergency services?
• Unwanted Attention – Telemarketing, spam, spim, spit – we hate it all. What is government's role?
• Carbon Footprint – Can Skype-like communication lower our personal and national environmental impact? What can Skype engineers do to lower it further?

See today's Free Press analysis Dismantling Digital Deregulation: Toward a National Broadband Strategy (pdf). DDD suggests the US:

• Review every major FCC decision since the 1996 Act and reverse those that failed to promote broadband competition, openness and access. Congress should aid this process with a series of oversight hearings.
• Develop a data-driven standard to identify local areas where broadband providers are abusing their market power, and use the tools in the 1996 Act to promote competition.
• Expand and codify the FCC's "Internet Policy Statement" into permanent Net Neutrality rules. Congress should pass a Net Neutrality law to place these protections in the Communications Act.
• Reclassify broadband as a "telecommunications service," which will allow the FCC to promote competition by reinstating open access rules where appropriate.
• Transition the Universal Service Fund from supporting telephone service to supporting broadband infrastructure. Congress should aid this transition through oversight and legislation to provide a clear path for FCC action.
• Produce an honest assessment of whether broadband is being deployed to all Americans in a timely fashion, as required by the 1996 Act.
• Conduct a thorough review of policies governing competition and pricing in the "special access" and "middle-mile" or "enterprise" markets -- the broadband lines that connect cell phone towers and local area networks to the Internet.
• Open more of the public airwaves to unlicensed use and promote shared spectrum for both low-power urban and high-power rural uses. Congress should instruct the FCC and the NTIA to identify spectrum that could be utilized.

Offline for a the afternoon, the better to pay attention and mingle.

tags: public policy, skype, carterfone, Mobile Net Neutrality, iPhone, apple, microsoft, netneutrality, p2p, fcc, access, broadband, monopoly, antitrust, privacy, e911, telemarketing, spam, spim, spit, deregulation, competition, openness, spectrum, NTIA

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Skype for iPhone demo at the Apple store

Here's Justin, Captain Computer, demonstrating Skype for iPhone, at the Southpoint Apple Store in Durham, North Carolina, USA.

tags: skype, apple, iphone, demo, video, usa, durham

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Weekend Reading

Nokia and Verizon set up JoinStarfleetAcademy.com. Nokia bought some nice product placement in the first 15 minutes of the film.

Skyping doctors on Good Morning America television show. Return of the house call?

Wiley publishing Skype's authors into bookstores for video readings. From home in New Jersey to an in-store audience in Cincinnati. via Nettie Hartsock.

China: One more reason why Skype needs to separate personas from Skype names: What's up with Chinese people having English names? - By Huan Hsu - Slate Magazine.

WSJ: eBay's Donohoe says US$2 billion "is low" to buy Skype.

Globetrotting investor Joi Ito describes his VoIP setup.

CNET: US Congress hearings may make use of Skype IM, Skype file sharing, Skype p2p criminal.

Hudson Barton points out Skype isn't reporting everything it should to create a clear picture of its business. I agree: Skype doesn't reveal active users or users becoming inactive (so we understand churn), revenue/cost/activity by line of business (so we understand the product portfolio), revenue/cost/activity by market (so we understand regional sources of growth and opportunity), headcount by role (so we understand efficiencies and returns on human/intellectual capital), and risks (although the annual SEC filing does an OK job of listing potential threats).

 

Interview with BT/Ribbit's Ray Lee on their platforming strategy.

Chinese are jumping on the Internet faster than Skype's growth. 162 million in 2009Q1. Are they choosing Skype over QQ?

The Equal Access Principal. "The principal, simply put, asks protocol designers not to be snobs."

The new Kantara Initiative tries to bring some consumer juice to bigco digital identity.

Kantara Initiative from nethawk interactive on Vimeo.

We caught up with Brett McDowell at the RSA Conference to talk about the Kantara Initiative, the new identity organization that seeks to to create interoperability between identity efforts: SAML, OpenId and information cards. A key driver is fast adoption of consumer technologies and how that intersects with the enterprise. What is the Kantara Initiative and why is it needed? Brett gives us some answers.

Jim Courtney digs into the new, webbier Tungle. I tried the first version, which Jim also reviewed last year. It was useful then; much more so now.

Belize's BTL is still blocking Skype. You might want to try a personal VPN like E-Tunnels which claims to get around blocking if you use Skype on PCs or mobiles. Or not.

Open Arms: a data portability approach

Caveat Lector: this is a rough draft of my thinking on what a Portability EULA /TOS should say/do/include. Please comment. - Phil

We've discussed Graceful Exit, the ability for people to control their departure from a site or service.

Open Arms starts at the beginning of your relationship with a service. Let's summarize it, break it apart, and explain why this is a powerful way to do business.

Open Arms is a combination of policy and technology.

The policy says:

When you come to our site,
bring all of yourself.
We'll help you put it to use
in our context.
We'll make it easy to come.
We'll keep it safe.
We'll respect ownership as you see it.

What you add while you are here
will join your collection
and be portable in turn.

The elements.

All of yourself.

Bring your identity, your contacts, your history with your contacts, your photos and videos, your playlists, everything digital.

We'll ignore what we cannot use.

Put it to use in our context.

Every site has a context.

• Things it does
• Purposes people share
• Community standards of behavior.

For example:

• Monster brings work and workers together.
• Flickr helps people manage what comes out of their cameras.
• YouTube is a community of video.
• QuickBooks helps you manage your business.
• Chemistry helps you find true love.
• Amazon and eBay bring buyers and sellers together.

We need your data. These sites could help you do more and do it smarter with more and fresher and truer information from you. Monster could create team job search features if it knew your social graph. Chemistry could be more accurate if it had your music and video playlists.

Our sites are verbs. We do things. The more data you bring, the richer the data, the fresher and more standardized the data, the more we can do, the more creative we can be.

Most people don't try new sites because it's hard to recreate data. Especially for every site you visit.

Easy.

So for Open Arms to work,  bringing your onlife to each site you join must be fast, simple, easy, and obvious. And correct.

Safe.

We will protect everything you share. We will protect it from damage, theft, natural disaster, financial ruin, legal physical threats, from legal threats, from Martian invasion. As best we can. And we'll explain the threats we perceive and how we're protecting you and your onlife from them. 

Ownership as you see it.

"Ownership" is a tricky word: it means one thing to lawyers, something else to most people. Our online and mobile social experiences are a little ahead of the law. So all we can do is try to the right thing for you and for all of our guests.

We'll respect that your stuff is only "mostly" yours and that you may not have permission to share them with strangers. You may not have permission from the subject of a photo, or their parents. You may have clipped a blog post to share under fair use, but not for general distribution. You may have a confidential email that could endanger lives if leaked.

We will assume everything you bring is private to you and that you will tell us what can be shared, with whom, and under what conditions.

We'll make it easy for you to re-use your choices, so you don't have to explain yourself everywhere you go.

Portable in turn

Reciprocity works. So we're going to share with other sites the part of your onlife you spend with us, as you see fit. So you never feel we're holding your data hostage.

What's next?

So, we've "Open Arms" at the start of our relationship and "Graceful Exit" at the end. Next up "Ever Fresh" in between.

tags: dpp, dataportability, openarms, everfresh, gracefulexit

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Optimizing Skype.com for growth and sales

UPDATE: A Skype executive asked Omniture to ask Skype Journal to take down this post, said Kristi Knight, Omniture senior director of corporate communications. "It was information that wasn't meant to be made available to the general public" said Brian Watkins, Omniture's public relations manager. Omniture removed the Skype part of the webinar from the site after an employee accidentally sent a link to it to prospective customers in an email prospectus. Skype gave permission to use their story at The Omniture Summit in Salt Lake City this past February, a closed pre-sales pitch and customer education event. Someone at Skype was apparently very upset that this high level case showed up on our blog; enough to persuade Omniture to take a PR hit.

Before I explain what I'm going to do, let me explain why this information is blogworthy, maybe even newsworthy.

Skype Journal helps its readers understand the Skype universe. Skype's product features, business model, financials, performance, product strategy, technology, user stories, design philosophies, and everything that explains this rapidly changing, growing, influential company. This ongoing Skype story affects hundreds of millions of people worldwide.

Today's story shows Skype uses state of the art practices to get more out of each customer visit. This is not rocket science (social science, actually) and we'd expect to learn a little about the active management of one of the most visited sites on Earth.

While the information was released by accident, it was released nevertheless. As a courtesy, I'm removing the slide screenshots. 

The post:

Omniture helps web sites get visitors to act by testing variations on a web page's design. (Omniture has a pretty great home page.) Skype.com was featured in a workshop that showed tests comparing different home page and returning page layouts and content. The slides are from a pre-sales briefing but they offer some insight into Skype's day-to-day operations.

The overall goals: improve downloads and sales by adding or subtracting "branding" intensity.

Test one was for the Skype.com home page:

Three versions of the page are offered randomly to users, their behavior is logged and compared. In this case, A was heavily branded (more screen space devoted to art, people, and slogans.

1A was the existing design, "Heavily Branded," used as a control. About half of the page was a large horizontal block with a lifestyle photo showing a young couple on a swing, a screenshot of Skype for Mac contacts list, and a "Download Skype" button.

1B was simpler, with a lighter branding touch. Everything "below the fold" was cleared off, the screenshot removed, and the lifestyle photo down to half its previous size. The number of words on the page was cut in half. 

1C was very light, no photography or screenshots, word count cut in half again, focused on the transaction ("Get Skype Now").

Test 1 showed less is more with newbies. Recipe B improved click throughs by 1.4%. Recipe C increased downloads 4.6%. If all you want to do is drive new visitors to download, then simple, elegant, and focused could work.

This adds up. By constantly optimizing site design, Skype's visits to download.Skype.com rose 235.76 % year/year, twice as fast as visits to www.Skype.com, which rose 93.59 % in the same time according to Compete.com. More than 3 million people visit Skype.com monthly, and most of them land on the home page.

So Skype is now doing a better job of converting prospects into users of free Skype services.

What's the best way to convert users of free into paying customers? Skype uses a landing page for returning users. 

For test 2, can design alternatives improve the sale of minutes and gear? Again, three flavors of the same page. 

2A is the control again, minutes in a big, dark Skype Pro block on the left, a Phillip cordless phone package ad on the right. Below the fold was a row with "download Skype" and "Skype SMS" ads, and a row with three columns beneath that with seven different offers for gear and services.

2B is all about the minutes. The dark "Skype Pro" block is lightened and expanded to two-thirds width of the page. To the block's right are Skype Credit and SkypeIn links. Gear ads below the fold were cut to three bigger ones with photos. 

2C also de-cluttered like 2B. The right hand credit and SkypeIn ads swapped places with below-the-fold gear ads.

Unlike the home page test, the results were mixed and had no confidence score. 

So they dug deeper by seeing how different segments behaved. 

It turned out that weekday users liked 2C a lot, improving click-throughs by nearly 14%. However weekend users disliked 2B and 2C so much they offset weekday users.

Segments behave differently, even when you compare something as mundane as day-of-week. So the big lesson is to test how customer segments react to design ideas. 

I haven't really thought of Skype.com as a product, but it's clearly part of the Skype experience and contributes directly to Skype's growth, customer retention, and sales.

tags: skype, design, testing, omniture, home page, landing page, statistics, trends, growth

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

see also: flickr photo set

Skype Domination: Platform Agnostic Style

Guest post by Andy Yang, who blogs with The Mobile Experience team.

I never realized this but Skype is everywhere! Regardless if you are a PC, Mac or Linux user, you can grab a version at your convenience. In the smartphone world, Windows Mobile, iPhone/iPod Touch, and Android have their versions of Skype mobile; even non-officially supported phones has a solution. If you are still using your cordless home phone or going with dedicated Wi-Fi or Skype Phone, there is a solution to Skype for you. Lets not forget the Sony PSP and Nokia N800/810 integration.

Now that I've made my point and spent last 15 minutes hyper linking the references above, what I am trying to get at is how easy Skype has made itself to users of all walks. Being that this company has made its service completely platform agnostic, it has tremendous power to reach a wide range of users and become the de facto internet-based communications tool. I can't think of another IM or VOIP application with this broad reach across various hardware and software.

As for my family, Skype has been an indispensable tool when traveling abroad. Given all the available Skype options, we can easily keep in touch so long as internet is available never having to worry about having pre-paid SIM or phone cards.

Skype, in my opinion, may be the best mobile communication provider for a non telecom operator. Of course, with Gmail's Video and VOIP support over browser recently launched, it can pose a potential threat to Skype's territory as it would technically be platform agnostic. But until mobile browsers are powerful enough to take advantage, Skype is still much ahead of the game. Way to go Skype!

[Editor: See also: Skype Journal's product map]

tags: android, iphone, ipod touch, mobile apps, psp, skype, skype mobile, symbian, wifi, windows mobile, mobile

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

Yahoo! Messenger for iPhone 1.1 adds a landscape keyboard

Yahoo! announced an update to Yahoo! Messenger for iPhone. download on iTunes or update from the App Store. Some bug fixes, the landscape QWERTY keyboard, and a new feedback form.

There's still room to grow: no voice or video chat, no making or taking phone calls, no chat rooms or multichat, no gateway to Yahoo!'s IM partners (Windows Live Messenger, AIM, Lotus Sametime), no file transfer, no Yahoo! address book.

Yahoo!'s mobile messenger line also includes Y!IM for Sidekick, BlackBerry, and other phones.

screenshot credit: Yahoo!

tags: yahoo, yahoo!, y!messenger, messenger, iphone, download, mobile

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Skype 1.0.3 for iPhone - hotfix

Download the update. Three bugs fixed. Discuss in the Skype for iPhone forum.

tags: skype, iphone, hotfix, download

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
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When Skype Goes Mobile: INQ1

Guest post by Martyn Davies, News Editor at VoIP User,  Principal Consultant at Dialogic, Podcaster at Blue Box: The VoIP Security Podcast, and contributor to the Voice of VOIPSA blog. @martyndavies on twitter.

The INQ¹ is the third generation of phones from the “3” network (Hutchison 3G) that has Skype integrated into it. The INQ1 is designed and made by a division of 3, so the handset is currently for 3 only, and more handset models are expected to follow this year. On 3, Skype calls are free, which means that INQ1 to Skype (on a PC/Mac) calls are free as well as INQ1 to INQ1. 3 also offer flat-rate data (even for prepay customers), and this gives a lot of freedom to use IM and social networking without the bill worries.

Brushed, Bright and Vibrant

The INQ1 comes beautifully packaged in a cuboid box with a Japanese painting design. Opening the box you see the handset itself (in my case silver, there is also a matt-black version), with all the cables, power supply and so on underneath. The handset itself has a brushed metal case and feels strong and substantial; the screen is bright and vibrant, and the sound is good and loud. The handset is quite thick because it has a slider that reveals the keypad underneath. The slide action is strong, and tactile. The keylock is automatic when you shut the handset.

I won’t go in to the full specs, as they’re available on the 3 website [editor: inserted following this review], but it has an adequate camera for still/video (with comparable quality to my Nokia E71, although without flash).

A stereo headset is provided for hands-free and music listening, although unfortunately this has quite an ugly connector that goes into the side, making the phone less easy to put in a narrow pocket. There’s one connector for everything, a mini-USB that accepts the power supply, data cable and the headphones. It has 3G data (HSDPA) and can be used as a PC modem (tether), via cable or Bluetooth.

It also has a micro-SD slot, so you can store quite a bit of music or photographs/videos.

Social Mobile Software

The key feature of this handset is obviously the integration of Skype and other social networking features. 3 have been pushing this hard with the Skype (S1, S2) phones, and the INQ1 is offered with the same free calling to Skype contacts. The Skype client in this phone works well, and offers presence, IM and calling as you would expect. The only niggle I had was in the implementation of Skype chats, which seemed to want to open a new chat window every time someone posted to the chat.

Once you have logged-in with your Skype credentials, the client offers to integrate the contacts into your address book. In fact it does this trick for Facebook (FB) too, and this turns out to be a very compelling feature of the INQ1. Once done, all of your contacts appear in the same contact directory, with an icon to show which social network each contact comes from. There is also a ‘favourites’ list; so it is possible to make a preferential list of your ‘real-life’ friends, so that you don’t get swamped by FB and Skype contacts if they number in the hundreds. When you receive a call, caller ID is used to match up with the FB list, so the handset can display the photo of your friend downloaded from FB.

A further integration feature is that all the messaging inboxes also appear in a single list. The Messages screen shows you inbox (= texts), FB inbox (also pokes and requests), Skype chats, Windows Messenger chats and email. It’s great to have that all in one place. The email is slightly schizophrenic, in that 3 offer an email aggregator (to pull emails out of existing accounts), but there is also the separate Gmail application.

There are other useful applications too. In addition to Gmail, there is Google Search and Google Maps (a cut-down version with no location features). The music player is quite useable, and can log-on to your Last.fm account and ‘scrobble’, i.e. tell the world in real-time what music tracks you are listening to. The web browser works well, and I find that I use it a lot in ‘landscape’ mode, as turning the phone sideways does switch the display. This landscape trick also works in the music player.

Navigation between applications uses a side-button (the ‘switcher’) that controls a horizontal app ribbon at the bottom of the screen. You can quite happily run multiple apps (e.g. browser, Skype, music player) and switch between them quickly and efficiently.

Most of my criticisms of the handset are really trivial: The FB font is incredibly tiny and (unlike the browser) couldn’t be changed using the +/- buttons; the landscape mode screen should work in all apps; the volume control wasn’t granular enough, and jumped to fast from quiet to “too loud”. Also, because I’ve been using Twitter a fair bit recently, it would have been nice to have a built-in app for that.

All in all, it’s a well-made phone with a lot of features of a smartphone for much less money (£80). I imagine this handset appealing most to people in their teens and twenties, and with these kind of features built-in to a prepay handset, I'm sure there will be a lot of interest.  3 is the smallest of the five UK mobile phone networks, but they’ve already seen that the Skypephones help retain the notoriously fickle prepay customers. What 3 are trying to do in this area of Skype/social software integration is still unique, and kudos to them for creating their own path among the mobile operators.

tags: skype, 3, hutch, Hutchison Whampoa Limited, hutchison, inq1, facebook, fb, mobile, handset, inq¹, review, uk

Call me at +1-510-455-4384, Skype me, follow @skypejournal and @Phil Wolff.
Visit our Skype Journal private roundtable, one of the longest running public Skype chats.

From 3's data sheet:

Overview

The INQ¹ handset is the next device to feature in our internet category and is designed exclusively for 3. It takes the principle of easy-to-use internet to new levels and is the world’s first fully integrated social networking phone. Purpose built for 3 customers in the UK this handset is designed to get the best out of the biggest and best 3G network in the UK.

Highlights

Internet services such as Facebook, Skype, Windows Live Messenger and Last.fm are deeply integrated into the handset, transforming the mobile internet experience that consumers are used to.

But rather than constrain internet usage with artificial caps on downloads we’ve created a new tariff which, for only £15 a month, provides UNLIMITED mobile internet access, UNLIMITED texts, UNLIMITED 3 to 3 calls and 75 cross network minutes. Or for £20 a month you can get the same deal, but with 200 cross network minutes.

Pricing Info

• £79.99 on PAYG
• Free on Mix & Match tariffs
• Free on the INQ¹ £15 and £20 tariffs

Key features:

• Advanced integration of Skype, WLM, Facebook and Last.fm, plus home screen widgets
• Integrated phonebook with Facebook status & profile picture, Skype and WLM presence
• Switcher key and menu carousel for easy navigation to major internet sites
• 3.2MP camera, 2.2” screen, and auto-landscape browser
• HSDPA 3.6Mbps technical spec, and pre-loaded with modem drivers making it a plug and play dongle
• Picture blogging; upload photos directly to Facebook

Full Specifications

• Size: 97 x 47.6 x 14.4 mm
• Weight: 110g
• Battery: 329 hrs (standby) 324 mins (talktime) application dependent
• Connectivity: Bluetooth A2DP, USB 2.0
• Camera: 3.2 Megapixel
• Network: HSDPA enabled
• Games: Java compatible - xgames preloaded
• Screen: 2.2”QVGA -262K colour TFT
• Memory: internal 50MB - external to 4GB (Note 1GB card supplied in-box)
• Music: MP3 player
• Integrated Facebook
• Integrated Skype
• Integrated WLM
• RSS support
• Widget support

See also:

• INQ1 flickr photo set