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This is the third of three posts discussing Skype's PR management with the aim of improving the PR relationships associated with the launch of new Skype software and associated services. In the first post I outlined the problem; in the second post I proposed a proven solution; in this third post I want to review the recent Skype beta releases (3.0 for WIndows, 2.5 for Mac) and Skype's 3 Group partnering activity with respect to the proposed solution.

If the work of the city is the remaking or translating of man into a more suitable form than his nomadic ancestors achieved, then might not our current translation of our entire lives into the spiritual form of information seem to make of the entire globe, and of the human family, a single consciousness? .... Marshall McLuhan, Understanding Media, The Extensions of Man, 1964

One primary objective of public relations is to leverage media reporters, including bloggers, to provide an outside perspective on the subject matter of press releases, product announcements and corporate presentations at, say, industry events and to propagate corporate awareness through corporate interviews.  In turn, media reporters want to feel both sufficiently informed and experienced to have the background for providing objective, accurate and complete coverage while making assessments of the impact of a story.

Personally I prefer to report based on exposure to a product, not just a press release. I have also found interviews with senior executives (usually the CEO, one of whose roles is to be the Chief Company Salesperson) an opportunity to flesh out details that can make a more viable and credible story. I have also had a couple of executives point out that I have brought to their attention issues that they subsequently realized should be addressed in their public announcement.

Over the past two weeks we have seen four major press releases involving Skype: Skype 3.0 for Windows Beta Launch, Skype for  Windows - Business version, Skype for Mac 2.5 beta launch and Skype's participation in 3Groups' new X-Series program. The result has left behind a very mixed image of what Skype is offering and the direction it is taking. The first post in this series exposes some of this confusion; the second post proposes a cost effective solution that can help narrow, or even avoid, the confusion..

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... in a game where, as in golf, the lowest number of strokes wins! Google announced a Click-to-Call feature for Google Maps yesterday. So I go to Google Maps, select Businesses, enter "restaurants" into the Type of Business box and "Mississauga {Home Postal Code}" into the "Where" box. And I get:

Click on B for Golden View Restaurants (where we obtain our annual New Year's Eve party food) and I get the pop-up below on the left. Click on Send to Phone and I get the pop-up asking for my phone number and my carrier -- except there are only U.S. carriers listed (and all Telco 1.0)! 3 clicks plus 10 characters (to enter your phone number). Except I live in Canada ....hmmm ....

Or, since I have installed the Skype 3.0 Beta with its Click-to-Call feature, I can simply pick up my UConnect-enabled Nortel phone, dial **, (or pick up a USB-connected VoIPvoice Cyberphone) and click on the Skypified link under the restaurant's listing on the left:. I then click OK on the "Start SkypeOut" confirmation window. Call initiated; no Telco 1.0 carrier designation required! (And note that Skype 3.0's Click-to-Call recognizes that it is a Canadian phone number.) One click to place the call; one to acknowledge that there could be a charge involved.

A simple example of what Martin is talking about in his Telco 2.0 "Death of the Phone Company" post.

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.. in the UK at least. Today, as one partner participating in the 3 X-Series service announcement by Hutchison Whampoa's 3 Group, Skype has announced its first truly mobile offering where Skype users can make "free" Skype-to-Skype calls on a mobile phone. Starting December 1, 3 Group will launch a new flat fee mobile broadband Internet service in the UK. In the press release related to this announcement Skype CEO Niklas Zennström said:

With 3, I am very proud to say that for the first time, our users can now try out making Skype calls on the move using a mobile phone. We always want to delight our users by letting them try out new ways of keeping in touch. This is a real milestone for Skype because now you can use Skype beyond the PC, no matter where you happen to be.

CIO Now has an excellent detailed description of the impact for Skype; the key points being:

• 3 Group will launch the new X-Series service December 1 in the U.K. and roll it out to the other countries in which 3 Group operates (including Ireland, Austria, Sweden, Denmark, Italy, Israel, Australia and Hong Kong) in early 2007.
• While it will be a flat-fee mobile broadband Internet service, no pricing has yet been announced.

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This is the second of three posts discussing Skype's PR management with the aim of improving the PR relationships associated with the launch of new Skype software and associated services. In the first post I outlined the problem; in this second post I am proposing a proven solution; in the third post I want to review the Skype 3.0 beta release activity with respect to the proposed solution.

Drawing from my management experience over the past couple of decades involving business public relations activities, from both a marketing and investor communications perspective, I think Skype can enhance both its market awareness and usage leveraging the enthusiasm, interests and various perspectives bloggers have the power to introduce into the market.  I have had employers who tried to ignore the need for PR (and dealt with the fallout) and others who were viewed as overly aggressive in their PR activities. But the one constant, both prior to and following the Internet's evolution as a business communications medium is that PR is about building relationships -- not only with your customers and users but also with those who have the potential to propagate the message, whether through traditional media or web-based media, such as blogging.

First three general comments:

• In the pre-Internet days, for every major software product launch at one of my previous employers, we sent out a team of product managers, executives and PR personnel to conduct individual press interviews. This took significant resources out of the office for up to two weeks. And then we had the overhead of delivering and supporting pre-release software prior to the launch such that reporters could write up their impressions based on actual experience. With VoIP and Internet-based real time communications, software distribution and feedback tools all such costs and overhead effectively go away.

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This is the first of three posts discussing Skype's PR management with the aim of improving the PR relationships associated with the launch of new Skype software and associated services. In this post I want to outline the problem; in the second to propose a proven solution:in the third post I want to review the Skype 3.0 beta release activity with respect to the proposed solution. .

If you follow the VoIP blogosphere at all, you may notice that certain products and services, when introduced, get a lot of coverage such that readers can quickly assess if there could be followup interest.  SightSpeed and TalkPlus, whose beta program launches today, are two examples; this did not happen by accident. In both cases, while bloggers are open to make their own observations there is an underlying consistency of message as to what the service provides and what are the key features. SightSpeed focuses on high quality realtime and asynchronous video communications while TalkPlus focuses on delivering a means to manage your phone number infrastructure in a manner that protects individual privacy while providing helpful business and social networking tools.

On the other hand I have done a review of various blogger posts on the Skype 3.0 Beta launch; here is the original press release and a sampling of the initial "first impressions" posts (Ed: with my bolds):

Gizomodo:

The big new feature is browser extensions for IE and Firefox that let you embed SkypeOut links into web pages. ... The re-designed toolbar, contacts and call tabs look much easier to use. And Skype also added moderated public chat features, which makes me all wistful for IRC.

Skype Numerology

Nov. 9: Skype 3.0 beta released. And indeed, the differences between the previous version 2.6.0.105 and the 3.0.0.106 are (from my point of view) quite small, see the change log.

Nov. 11: Mea Culpa: My mistake (see my post below), Skype 3.0 has indeed quite some new features, as explained on the Skype website and in Skype Journal.

Tech Crunch UK

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Over the past several years I have owned Nokia phones, the last one being the (tri-band) Nokia 6310i. However, I was always finding blind spots in my coverage.  Would be half a kilometer along the drive out of my subdivision and having to apologize for phone calls cutting out over the next kilometer or so.. I was also aware of some coverage gaps along the 401 freeway connecting Toronto to Montreal and Ottawa. This continued to be my experience with the Nokia N70 and N91 which were so-called quad band phones but supporting GSM/GPRS only at 900, 1800 and 1900 MHz while having UMTS at 2100 MHz as its "fourth" band.. While obtaining some parameters last summer to allow web browser operation on the N70 and N91, I was advised by a Rogers network engineer that all new towers installed in Canada in the previous two years were 850 MHz for both capacity and coverage range reasons

On the other hand my Blackberry 8700 supports true quad band, including 850MHz, along with the EDGE enhancement on GPRS. Recently I received for evaluation the new N73 and N93 --- a quint (five) band phone (no WiFi) and a quad band phone (plus WiFi) respectively. I moved my  primary SIM chip to the Blackberry about six weeks ago and instantly found I have better coverage not only as I drive out of my subdivision but also within the Scotiabank Centre, home of the recent Voice 2.0 conference. A couple of trips along the 401 have also demonstrated significantly improved coverage as well as a tourist area where I have previously received marginal coverage. When I received the Nokia N73 last week I moved a second SIM chip into it and immediately found that gap near my home had disappeared. Phone Boy reports similar experiences trying out the N93 on Cingular and T-Mobile in the U.S.

Bottom line is that, if you want to have full coverage in North America you need a quint band "world" phone covering 850, 900, 1800 and 1900 MHz for GSM/GPRS/EDGE plus 2100 UMTS for any forthcoming UMTS deployment. As an indication of the presence of the 850MHz channel, on the N73 I see an "E" above the traditional Nokia data service symbol, as well as a much stronger signal level indicator; also the downloads are significantly faster. On the Blackberry 8700, as shown above, you see the word "edge" associated with the signal strength indicator. This recommendation applies to both all purchases of wireless GSM phones for residents of North America and those residents of Europe and Asia who may be traveling to North America and want full wireless (GSM) phone coverage.

Something to think about as we await the Skype Client for Symbian, apparently to be released next month (I assume, initially as a beta). As indicated in a previous post, fast networks are required for adequate IM and VoIP operation over wireless networks. Alec Saunders talks about some of the battery limitation potential for these phones when running a VoIP client while he attempts to configure the N93's WiFi connection. 

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Yesterday Skype released its initial Skype for Windows 3.0 beta with several new features. However, the press release does not really show the entire picture and, in fact, two of the four features mentioned were available in the previous 2.6 beta - namely, Click-to-Call and Skypecasts Live. Click-to-Call is simply an embedding of the previously available Skype for Web Toolbars supported by the Phone Number Recognition COM-component. It is a very handy feature that I have been using for some time.

But the other two -- Public Chats and a User Interface refresh -- bring some significant changes:

Public Chats -- my first activity was to walk through the Public Chat setup wizard. But I quickly realized it should be called the Skype Watercooler. The algorithm allows you to control who will participate; you can invite via emails, chat session or via a web page. You can control if a participant is active (able to contribute to the discussion) or passive (can only read the discussion). Lots of flexibility here. Whereas Skypecasts are publicly exposed such that anyone can join, the level of participation here is determined by the level of exposure you provide for your invitation.

But most interesting is to get the experience that comes from the persistence of a public chat. Yesterday I joined the Skype 3.0 Public Chat started by Phil; this morning when I came to my PC I could quickly review all the conversation that had occurred overnight (hey, those Europeans start their day early). Skype's Public Chat will become an interesting tool within the social networking landscape but Skype Marketing needs to look at a more definitive, attention grabbing name for the service. Let me say it again: Skype Watercooler.

User Interface: Lots to talk about here but I will just highlight some features:

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As mentioned elsewhere I have had significant exposure to a variety of phones that have been designed to work with Skype, either as the primary purpose of the device (Skype WiFi phones, Skype Cordless phones) or as an application within a more versatile mobile "personal assistant" platform (Windows Mobile platforms and, by year end, Symbian platforms such as the Nokia N-series). In addition I have now had the opportunity to work with a few wireless phones made by Nokia and Research in Motion (Blackberry). A few comments that could help Skype ecosystem product managers going forward:

Battery life: many of these phones have a battery life of four to six hours idle time. Probably best to license RIM's Blackberry power management -- I can get four to five days of idle time on my 8700. Any device that will have a hope of broad market acceptance should have at least two days idle time.

DTMF tones: This is a fairly basic and widely deployed feature of the Voice 1.0 phone infrastructure; yet I am constantly amazed at the cavalier approach taken to making sure "TouchTones" work with any Skype client, whether a softphone or a hardware device. Here are some of my experiences:

• Skype itself would not work reliably with DTMF tones prior to version 2.0; that issue has been resolved at this point (within the Skype client's "Dial" tab).
• The Skype WiFi phones do not support DTMF; therefore they limit the usefulness of SkypeOut when calling businesses that use IVR systems or other services, such as voice mail systems, that require a DTMF response. I have also experienced USB phones with the same issue.
• At the other extreme the RTX Dualphone and VoIPvoice Cyberphones do provide the appropriate support; the Sony Mylo aslo supports DTMF but you have to remember to put their unique keyboard in NUM mode to enter the tones.

Chat: I view Skype as having two primary features: Instant Messaging (presence and chat) and Voice. For USB phones, the IM activity remains on the host PC; however, for PC-independent devices there are issues:

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GigaOM today reported on Vonage's latest results: new subscribers down, churn is up, ARPU is down, subscriber acquisition costs up.  All indicators going in the wrong direction; in fact, one could say that Vonage continues to dig its own hole (as predicted here and here).

Maybe Vonage's board could use Vonage's latest service announced yesterday: calling 811 for assistance in digging holes. Hat tip to Garrett Smith at VoIP Supply for digging up this story.

Questions this raises:

• Should not the FCC be developing e811 regulations? From the press release:
  • Note that 811 access depends on its availability within your area. States set their own timelines and procedures on when to call. In some states it is the law to call before you dig. Subscribers should check with their state and local governments for further information.
• Is there a Vonage VP who became totally confused when he heard about Digg.com as a "user driven social content website"?

But we'll all know when Skype is getting desperate - when they start stating: "Skype is not a telephony replacement service and cannot be used to dial 811 or other hole digging assistance phone numbers".

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Yesterday came out of stealth mode the TalkPlus project that has been over two years in development; underlining this project's viability was a coincident announcement of a $5.5 million financing by Menlo Ventures. Om broke the story early yesterday morning; Ken Camp, Stowe Boyd, Voxilla and Alec Saunders, amongst others, have posted their initial impressions. I spent an hour yesterday afternoon discussing TalkPlus with Jeff Black, Founder and CEO. Jack provided some of the operational details that were not covered in the press release. First an overview from the press release:

TalkPlus today announced plans to revolutionize the way people use mobile phones by offering new and innovative Voice 2.0 calling services that work with existing mobile phones globally. Under development for more than two years, TalkPlus' patent-pending technology will provide customers a wide array of new and advanced calling services previously unavailable from mobile phone carriers.

First Offering: A Second Number That Works on Your Mobile Phone

With an additional phone number from TalkPlus, mobile users can now take advantage of having two numbers on their mobile phone. This additional mobile number is fully functional and unique; it works just like a mobile number issued by a carrier. By having a separate number to both place and receive calls on the same phone, subscribers get greater convenience and flexibility, as well as the benefit of an additional layer of privacy. With a second number, TalkPlus subscribers will be able to easily manage personal and work lives, while carrying only one mobile phone.

Subscribers will also benefit from an online management center, where they can easily control the TalkPlus Number's advanced call screening, voicemail, and contact management features.

Incorporated into the "Second Number" feature set will be an independent voice mailbox, a rules based engine for call management, bidirectional calling (in and out) such that a user can, say, separate her personal and business life, while using one phone handset with one carrier account. If you want to apply these management features to your original (well publicized) mobile number, you can port that number to the TalkPlus service and have a new (probably unpublicized) number applied to your basic carrier service.

But the calling support services go beyond capturing voice mail. Here are a couple of  examples:

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Initiated when Andy invited me to participate in the Nokia blogger program back in June, I have now had the opportunity to work with several mobile platforms and, over time, made several attempts to work with programs that access Skype from the mobile phone. I've also been following the Skype perspective on mobile here, here and here where expectations are set for processor power (minimum 400 MHz on Skype for Mobile), wireless access requirements (WiFi and/or 3G) and other operational limitations on a mobile platform.

As a guideline for user simplicity, I look for an experience where I can (i) easily "ping" a contact and enter text for a chat session and (ii) simply access a (Skype) Contact or dial a number to make a voice call - an experience that has a minimal installation and learning curve for the user public; an experience that will readily gain broad market acceptance. For the record the platforms I have worked with include:

Device	IM Client	OS/Keyboard	Wireless
Dell Axim X50v	Skype for Mobile	WinMobile/ MS PocketPC Stylus	WiFi
Nokia N70*	Quick IM, SoonR, EQO	Symbian S60/T9	GPRS, 3G
Nokia N91*	EQO	Symbian S60/T9	GPRS, 3G, WiFi
Blackberry 8700*	WebMessenger	Java/ Blkbry QWERTY	GPRS/EDGE
SMC Skype WiFi	None	Linux/ T9? (no DTMF)	WiFi
Sony Mylo	Skype for Sony Mylo	Linux/ Mylo QWERTY	WiFi

* also accepts SMS messages

At the moment the best platform on which to experience Skype on a mobile device is the Sony Mylo with its embedded Skype client. It has both the standard Skype IM and Voice functionality (as well as supporting file transfer). It does not require any special setup other than to use the embedded Opera browser to log onto fee-based WiFi Hotspot services. Of course its other limitation is the availability of WiFi connectivity although Jon Arnold is already proclaiming 2007 as the Year of WiFi. The Mylo does present the most authentic and most complete Skype user experience. Skype-to-Skype calls are straight forward. Calling any PSTN number worldwide, provided you have SkypeOut access to the dialed number, is a simple matter of going to the Skype Dial menu, entering the PSTN number (with +Country Code) and clicking. Finally, as noted by both myself and others, the Mylo has superior voice quality due to its embedded VeriCall voice engine. One minor shortcoming is the lack of Outlook Contact synchronization; but this is not necessary given the overall intended Mylo experience as a personal communicator and not primarily a wireless phone.

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Today Skype released Skype for Pocket PC 2.1, a release whose accompanying documentation reflects the reality of the limited resources of handheld mobile devices. A full list of new features is available here; however, key items include:

• A new multi-chat interface which supports chats with several participants.
• Skype Launcher, a small 'launcher" application that checks available memory and verifies that Skype is installed correctly. (Hopefully this will avoid the situation I previously encountered where sometimes I had to reboot a Windows Mobile device before Skype for Pocket PC would start if other programs, such as SliingBox Mobile, were running.)
• Built-in call management that detects incoming mobile calls (via your normal mobile service) during a Skype call and offers the user the choice to hang up or ignore the call. You can switch to Skype calls when in a mobile call.
• Detailed contact search including specification of country, city and language as options.

However, buried in the details are the following that reflect a more realistic approach to Mobile Skype:

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Last May Skype announced their first "free" SkypeOut promotion -namely all SkypeOut calls within North America would be free until Dec. 31, 2006. In early September Skype announced a similar program covering France. Basically, if you were not already a Skype user, you simply sign up for Skype, and all your SkypeOut calls within the designated territory are free; however, you pay normal SkypeOut rates for calls outside the designated region. And the promotions expire in just over two months, Dec. 31.

Last week Skype UK announced Talk for Britain, a new promotion that probably gives a hint of what will happen to these earlier promotions after December 31. Talk for Britain involves :

• Purchase £10 of Skype credit using PayPal or a UK-issued credit card
• Wait for up to 72 hours to confirm eligibility
• Free SkypeOut calling within UK for the subsequent six months.
• Program expires Dec. 31 for acquiring the six months free SkypeOut credit. (If you buy Dec. 31, you have free calling to June 30, 2007)
• Call Forwarded calls are not included in the promotion.

Over the past few weeks I have had several queries as the what will happen to these promotions after Dec. 31. Does Talk for Britain start to provide some clues?

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Naked Conversations co-author (with Robert Scoble) Shel Israel and American-converted-to-Canadian VC and blogger Rick Segal (and our former Microsoft evangelist when I was at Quarterdeck) are currently traveling through Europe. With an objective of learning about Europeans who have been bitten by the technology development bug, as well as about the integration of technology into European societies,. Shel is planning to write another book, Global Neighborhoods, while Rick may be seeking out new ventures that would complement current ones funded by  J.L.Albright Venture Partners.

Yesterday they met with Sten Tamkivi, Skype's 28-year-old COO learning about Skype's strategy, vision and operations.

The core of that strategy, according to Sten, is Skype 's intention to increasingly derive revenue from non-telephony services such as text, SMS and video.

"Very few VOIP services do not compare themselves to Skype." That means they are positioned to follow not lead. "Skype is more focused on staying ahead by focusing on its own opportunities," he told us..

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Last week's Voice 2.0 Conference in Ottawa exposed examples across the entire range of infrastructure and services that lead to voice-related applications. Martin Geddes led off with a keynote asking What's telephone for? What's the unmet user need? Where's the money and What's next? Sam Aparicio of  Angel.com provides an excellent commentary on Martin's presentation ending with Martin's economic model for Voice 2.0 telephony:

• Martin talks about an inversion of the model. While most of the money was being made once the call was connected, now most of the money is to be made pre- and post-talk.
• Before talking you have devices, connectivity, privacy, presence, availability, directory and integration
• After the call, social networking.
• Google managed to create $400B of market value by exploiting digital social gestures around hyperlinks, but Telcos still fail to see how CDRs are a goldmine.
• Some of the growth areas: B2C (I'm soo glad he mentioned this...), C2B -- whenever you cross the trust of a social boundary. An example: In Finland, some people organized a grassroots, non-official Voice Idol type system, creating tons of value for the carriers without much of their involvement.
• Some examples of new thinking: considering a cell phone as a retail outlet you get to carry with you wherever you go.
• In the end, whoever controls the context in which conversations happen. (Following the Starbucks model, where they get to capture the bulk of the value generated by the chain starting at the bush of Juan Valdes). He mentioned how, in the future, when in a hotel, options for room service will be in a buddy list.

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