Here's my logic: Skyping is a multi-dimensional communication tool. I want a Skype experience. That includes chat and voice messages and buddylists etc. I don't want you to call me. I'm not thinking "shooting the breeze" on a telephone. I was almost the first in the world to put a SkypeMe callto tag on a blog. I wore it as a revolutionary badge of honor. It was a statement and an invitation. It became part of our vocabulary - marketers and brand managers will know how utterly powerful that can be, when their brand enters consumer parlance.

In some countries "call me" is the thing you say when running down a hall when you don't have time to stop or be polite. It's not a call to action. By contrast Skype was defining behavior and providing a sense of access and urgency. You are here, you are on my site, here is my invitation. Add presence and the availablity info increases exponentially. From the Skype perspective, you had a unique brand property in Skypeme.

I thought I'd check with a couple of my buddies. Dina's comment summed it up for me.

"hmmm some of the new buttons are pretty nice to use with friends. Am not sure i would change the old SkypeMe button though for clients in an email signature .... it just seemed more business-like. Why have they removed 'Skype' from the call me tag? I kind of liked it .. it made me feel more on-the-edge, like i was using something special. I know it made many of my clients inquire about what Skype is ... and some even adopted it. Call me as a button is confusing too ... i already have my landline and mobile number in my email signature ... and i think i may confuse my clients with this additional Call Me button."

There are some schools of marketing that believe you only want the consumers saying the shortened name or using it as a verb. Did Xerox ever talk about anything other than copying? How did Miller Genuine Draft become MGD etc.? Here Skype has become a verb and we understand SkypeIn and SkypeOut and we now have a callto tag that says "Call Me". Is it just me or has it all gone flat? I can't see the hype or the excitement in Call me. And effectively, you are asking me to change my vocabulary again, having thus far carved a unique position in my mind. Competitors can come up with similar Call Me buttons - none could have used Skype Me. What then is your unique badge?

To make matters worse I watched an SBC commercial on television tonight. Guess what the tagline is? I don't have it perfect... the thrust was SBC "Beyond the Call". When I see it again or remember I will insert it.

I looked some more at the branding and the tags. They are all bigger than the smallest before. The drop down conceptually is really rather cool. Still how does it fit in with my email signature? Is it business like enough? The speech bubble may be alright for Skype staffers but really you must be kidding if you think I'm going to add it to my signature. So overall the selection is way down. Not as many colors and limted shapes. Which brings up two more issues.

Look at the drop down Call Me tag again. (Leave a VM if you want to test it). Now why did Skype fail to incorporate a download Skype link and tie it into the Skype Affiliate program at the same time. (BTW I think if you don't have Skype installed it automatically takes you to a download Skype page although I haven't confirmed this I know it is possible.)

Then think some more. This drop down tag is a perfect way to send a message to contact a company. Thus why isn't there a "SkypeUs" option. That suggests you are getting the generic number for the business. With the latest advances in Skype 1.4 for Windows with call forwarding there are many new ways to encourage Skype onto the business site. For business I could provide a whole set of encouraging options. Some others may want to put the "Call Us on Skype" as the button. Or "Call us Free on Skype". Both these last two promote a key benefit. It's free. The cost of developing them isn't very much. In the end downloads will tell which ones people want.

Thus we have some real progress in the implementation of Skype tags. The current group needs a quick expansion.

There are also options that could significantly enhance these tags. For example the tags could provide my picture, or a company logo. Whatever is put in the Skype profile. I'd also look more to the "buddylist" development. When or if we get headless clients. It could be those buddylists that we are simply scrolling though on a site to connect. Online by department etc.

So there you have it. A strong response. I'm not that interested in adopting these tags although I will use and incorporate the drop down tag. My strong response is a gut level one. I would have loved to debate it with whoever developed it. If I had I would have had more context to write this blog post around. As it is, there isn't a story that satisfies me this was the right move or well done. Questions I could be still waiting for answers on:

• Why do you want to adopt "Call me" rather than SkypeMe?
• What assortment should we have? How many variations? Where will it be used? By whom etc.
• Have you asked other users?
• How are you planning to promote the new tags?

It's quite possible I'm all wrong. Still I'm a Skyper for one and I still want a "SkypeMe" button. Is that too much to ask?