Skype Business Model

Skype Business Model Canvas - Skype Business Model

The Skype business model revolves around providing a user-friendly interface that allows individuals and businesses to connect through voice, video, and instant messaging at no cost or for a fee for certain premium features. With its innovative video and voice call features, it has revolutionized the way people communicate globally.

Skype operates primarily through two business models: Skype-to-Skype calls and Skype for Business. Skype-to-Skype calls provide users with the ability to make free voice and video calls to other Skype users around the world. This model taps into the principle of network effect, where the value of the service increases with the number of users. As more people join Skype, the potential reach and connectivity for each user expands, making it an attractive choice for personal communication.

On the other hand, Skype for Business targets enterprises and offers a range of communication and collaboration tools beyond regular Skype features. These include screen sharing, integration with Microsoft Office applications, conference calling, and the ability to host online meetings with up to 250 participants. This business model is based on a subscription-based pricing strategy, providing businesses with a comprehensive solution for their communication needs.

With over 300 million monthly active users worldwide, Skype has become a household name in the world of communication. Its ease of use, accessibility across multiple devices and platforms, and affordable pricing options have solidified its position as one of the leading communication platforms globally.

Skype Key Information - Skype Business Model

A brief history of Skype

The roots of Skype can be traced back to the founders Niklas Zennström and Janus Friis, who had previously worked on the peer-to-peer file-sharing application Kazaa. In 2003, they envisioned a future where individuals could communicate seamlessly and effortlessly over the Internet.

Recognizing the potential of their ideas, Zennström and Friis decided to explore a new avenue and create a dedicated communication platform that prioritized voice and video calling, which eventually led to the creation of Skype.

In 2002, Zennström and Friis established a new company called Skyper Limited in Luxembourg. This company, later renamed Skype, would serve as the foundation for their groundbreaking communication platform. The name “Skype” originated from the combination of “sky” and “peer,” symbolizing their ambition to connect individuals worldwide in a peer-to-peer network.

Skype officially launched to the public on August 29, 2003. The platform gained immense popularity due to its free voice-over IP (VoIP) calling feature, allowing users to make long-distance calls without incurring substantial costs. This disruptive approach to telecommunication caught the attention of millions around the globe.

The simplicity and accessibility of Skype’s user interface further contributed to its rapid growth. Users could easily download and install the Skype software on their computers, opening a world of communication possibilities previously unimaginable. Skype quickly became the go-to platform for individuals seeking cost-effective and high-quality voice and video calls.

In 2005, eBay recognized the potential of Skype and acquired the company for $2.6 billion. This acquisition further propelled Skype’s expansion, providing access to a broader user base and resources. Under eBay’s ownership, Skype continued to evolve, introducing innovative features such as instant messaging, file sharing, and conference calling.

However, in 2011, a group of private investors, led by Zennström and Friis, repurchased Skype from eBay. This move marked the re-establishment of Skype as an independent entity, enabling the founders to steer its direction and focus on further advancements.

Skype’s independence led to the introduction of revolutionary features like SkypeOut, which allowed users to call landline and mobile phones worldwide at competitive rates, as well as Skype for Business, an enterprise-focused version of the platform.

In 2011, Microsoft recognized the tremendous potential of Skype and acquired the company for a staggering $8.5 billion. With Microsoft’s extensive resources and strategic partnerships, Skype entered a new era of growth and innovation. The acquisition provided Skype with the necessary foundation to expand into various platforms, including smartphones and gaming consoles.

Today, Skype has solidified its position as one of the most prominent communication platforms globally, connecting millions of people across borders and time zones. It continues to evolve and adapt to the ever-changing technological landscape, integrating features like video conferencing, screen sharing, and integration with other Microsoft products.

Who Owns Skype

As of now, Microsoft is the sole owner of Skype. The ownership structure of Skype aligns with Microsoft’s strategy to provide a comprehensive suite of productivity tools and services to individuals and businesses worldwide. With its acquisition of Skype in 2011, Microsoft strengthened its position in the communication and collaboration market, offering users a seamless experience across its various platforms and devices.

Under Microsoft’s ownership, Skype has continued to evolve and innovate, introducing features such as Skype for Business and Skype Translator. These advancements have positioned Skype as a leading communication tool for both personal and professional use, catering to a wide range of users globally.

Skype Mission Statement

Skype’s mission statement is “crossing the digital realm and reuniting families, friends, and souls.”

Skype Mission Statement - Skype Business Model

How Skype works

Skype’s business model revolves around providing a seamless and convenient communication experience to its users. The platform offers a range of features and services designed to meet the diverse needs of its user base.

To start using Skype, users need to create an account by signing up on the Skype website or downloading the Skype app on their mobile devices or desktops. After creating an account, users can connect with their contacts by searching for them in the Skype directory or importing contacts from other platforms.

Skype enables users to make voice and video calls to their contacts for free, regardless of location. Users can also connect with non-Skype users by purchasing Skype credits or subscribing to a Skype calling plan, which allows them to make calls to landline or mobile numbers globally at affordable rates.

In addition to voice and video calls, Skype allows users to send instant messages to individuals or groups. Users can share files, photos, and videos with their contacts, making it easy to collaborate and communicate visually.

Skype also offers a variety of additional features and services, including:

  1. Skype for Business;
  2. Skype Numbers;
  3. Skype Translator: With this feature, Skype translates conversations in real time, allowing users to communicate with people who speak different languages. This facilitates global communication and breaks down language barriers.

Skype’s business model revolves around monetizing its platform through paid features and services, such as Skype credits, subscriptions, and add-ons. This allows the company to provide a free communication service to a large user base while generating revenue from premium offerings.

How Skype makes money

Skype Revenue (2012-2022) - Skype Business Model

Skype operates a business model that primarily relies on a combination of advertising and subscription services to generate revenue. While the core functionality of Skype is free for users, as previously highlighted, the platform offers additional premium features and services that users can subscribe to for a fee. The following are the main ways through which Skype makes money:

Skype Credit and Calling Subscriptions

Skype offers users the option to purchase Skype Credit, which can be used to make calls to landlines and mobile phones worldwide at competitive rates. This pay-as-you-go model allows users to top up their Skype Credit and use it for international calling without the need for traditional phone plans.

In addition, Skype offers various calling subscriptions that provide users with unlimited calling minutes to specific countries or regions. These subscription plans cater to individuals or businesses who frequently make international calls and are seeking cost-effective solutions.

Skype for Business

Skype for Business is a separate offering designed specifically for businesses and organizations. It provides advanced communication and collaboration tools, including audio and video conferencing, messaging, and file sharing. Skype for Business offers different pricing tiers based on the number of users and feature requirements, creating a recurring revenue stream for Skype.

Advertising Services

Skype also generates revenue through the sale of advertising services. Advertisers can promote their products and services to Skype’s user base through various advertising formats, such as display ads, sponsored messages, and targeted placements. Skype’s advertising algorithm ensures that these ads reach the relevant audience, maximizing the value for advertisers.

Skype Numbers

Skype offers a feature called Skype Numbers, which allows users to have a local phone number in a specific country or region. This feature is particularly useful for individuals or businesses who want to establish a local presence in multiple locations without physical offices. Skype Numbers can be subscribed to on a monthly or annual basis, providing a steady stream of recurring revenue for Skype.

Skype Business Model Canvas

The Skype Business Model can be explained in the following business model canvas:

Skype Business Model Canvas - Skype Business Model

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Skype Customer Segments

Skype’s customer segment is diverse and encompasses individuals, businesses, and organizations worldwide. The following are the key customer segments that make up Skype’s user base:

  • Personal Users: Personal users are the largest segment of Skype’s customer base. These individuals use Skype for personal purposes, such as staying connected with friends and family, making voice and video calls, and sending instant messages. Personal users span across different age groups and demographics, and they benefit from Skype’s free communication services;
  • Professionals and Remote Workers: Skype caters to professionals and remote workers who rely on its platform for work-related communication and collaboration. This customer segment includes individuals who use Skype for business meetings, virtual conferences, job interviews, and remote team collaboration. Skype offers features like screen sharing, document sharing, and group video calls that help professionals stay connected and productive;
  • Small and Medium-Sized Businesses (SMBs): Skype targets small and medium-sized businesses that require reliable and cost-effective communication solutions. SMBs can leverage Skype’s services to connect with clients, manage remote teams, conduct virtual meetings, and provide customer support. Skype’s business-oriented features, such as Skype for Business and Microsoft Teams integration, make it a suitable choice for SMBs looking to streamline their communication channels;
  • Large Corporations and Enterprises: Skype also caters to large corporations and enterprises that need robust communication and collaboration tools. These organizations benefit from Skype’s enterprise-grade features, such as advanced security measures, meeting scheduling, file sharing, and integration with the Microsoft Office suite. Skype for Business, now part of Microsoft Teams, offers additional capabilities tailored to the complex needs of large-scale organizations;
  • Educational Institutions: Skype serves as a valuable communication tool for educational institutions, including schools, colleges, and universities. Teachers and students can use Skype to conduct virtual classrooms, online tutoring sessions, and collaborative projects. Skype for Education offers features like screen sharing, whiteboarding, and student engagement tools to enhance the learning experience;
  • Nonprofit Organizations: Skype has a customer segment comprising nonprofit organizations that rely on its communication services for internal collaboration, fundraising campaigns, and connecting with beneficiaries and supporters. Skype’s low-cost or free calling rates make it an attractive choice for nonprofits looking to manage their communication expenses.

By catering to diverse customer segments, Skype has established a global user base that relies on its services for personal, professional, and organizational communication needs.

Skype Value Propositions

Skype’s value propositions consist of:

  • For Personal Users: Skype’s value proposition for personal users is centered around providing convenient and high-quality communication services. They offer free voice and video calling, instant messaging, and file-sharing capabilities, allowing users to stay connected with friends and family across the globe;
  • For Professionals and Remote Workers: For professionals and remote workers, Skype’s value proposition lies in facilitating efficient and productive communication and collaboration. Their platform offers features like screen sharing, document sharing, and group video calls, making it easier for professionals to conduct virtual meetings, interviews, and team collaboration sessions. Skype’s seamless integration with Microsoft Office suite and Microsoft Teams enables professionals to streamline their workflows and optimize productivity;
  • For Small and Medium-Sized Businesses (SMBs): Skype’s value proposition for SMBs revolves around providing cost-effective and reliable communication solutions. They offer business-oriented features like Skype for Business and Microsoft Teams integration, which enable SMBs to improve internal and external communication. SMBs benefit from Skype’s affordable calling rates, virtual meeting capabilities, and secure messaging options, empowering them to enhance customer interactions, streamline team collaborations, and manage remote teams more efficiently;
  • For Large Corporations and Enterprises: For large corporations and enterprises, Skype’s value proposition lies in offering enterprise-grade communication and collaboration tools. They provide advanced features like advanced security measures, meeting scheduling, and integration with Microsoft Office suite to cater to the complex needs of large-scale organizations;
  • For Educational Institutions: Skype’s value proposition for educational institutions is to enhance the learning experience through effective communication and collaboration tools. Their platform enables teachers and students to conduct virtual classrooms, online tutoring sessions, and collaborative projects. Skype for Education offers features like screen sharing, whiteboarding, and student engagement tools, empowering educational institutions to foster interactive and engaging learning environments;
  • For Nonprofit Organizations: Skype’s value proposition for nonprofit organizations lies in providing cost-effective communication services to manage their operations effectively. Their platform offers affordable calling rates, video conferencing capabilities, and file-sharing options, enabling nonprofits to connect with beneficiaries, supporters, and collaborators worldwide. Skype’s communication tools help nonprofit organizations streamline their messaging, fundraising campaigns, and internal collaboration, ultimately supporting their missions more efficiently.

Skype Channels

Skype’s channels consist of:

  • Desktop and Mobile Applications: Skype provides its services through desktop and mobile applications, allowing users to make voice and video calls, send messages, and share files;
  • Website: Skype’s website serves as a channel for users to download the Skype application, access account details, manage contacts, and explore additional features;
  • Microsoft Integration: After being acquired by Microsoft, Skype became integrated into other Microsoft products, such as Windows, Office, and Outlook, allowing users to access Skype functionalities seamlessly;
  • Skype for Business: Skype caters to the needs of businesses through Skype for Business, which provides advanced communication and collaboration tools for organizations.

Skype Customer Relationships

Skype’s customer relationships consist of:

  • Self-Service: Skype offers a self-service model where customers can download the application, create an account, and start using the services without direct interactions with the company;
  • Community Forums: Skype maintains community forums where users can seek help, find answers to their questions, and participate in discussions with other users;
  • Customer Support: Skype provides customer support through various channels, including email support and live chat, to address user issues, resolve complaints, and assist with any technical difficulties;
  • Feedback and User Input: Skype encourages customer feedback and suggestions through user surveys, ratings, and reviews, which they leverage to improve and enhance their services;
  • Social Media Engagement: Skype maintains an active presence on various social media platforms to engage with customers, share updates, and address any concerns.

Skype Revenue Streams

Skype’s revenue streams consist of:

  • Skype Credit and Calling Subscriptions
  • Skype for Business
  • Advertising Services
  • Skype Numbers

Skype Key Resources

Skype’s key resources consist of:

  • Technology Infrastructure: Skype relies on robust infrastructure, including servers, data centers, and network equipment, to ensure smooth and reliable communication experiences for its users;
  • Intellectual Property: Skype’s intellectual property, including software algorithms, protocols, and trademarks, forms a critical resource that differentiates its services in the market;
  • Human Capital: Skilled employees, including engineers, developers, customer support representatives, and management, play a significant role in maintaining and improving Skype’s services;
  • Brand and Reputation: Skype’s brand recognition and reputation are essential resources that contribute to user trust, adoption, and loyalty;
  • Partner Network: Collaborations with telecom operators, device manufacturers, and other strategic partners provide valuable resources, such as pre-installed applications and extended reach, contributing to Skype’s expansion and user base growth.

Skype Key Activities

Skype’s key activities consist of:

  • Development and maintenance
  • Providing communication services like voice and video calling, instant messaging, and file sharing
  • Infrastructure management
  • Enhancing and optimizing the user experience
  • Customer support

Skype Key Partners

Skype’s key partners consist of:

  • Telecommunication providers
  • Internet service providers
  • Advertising partners

Skype Cost Structure

Skype’s cost structure consists of:

  • Infrastructure and technology maintenance
  • Software development and updates
  • Marketing and advertising expenses
  • Customer support and maintenance
  • Legal and regulatory compliance costs

Skype Competitors

Skype faces competition from a range of communication and collaboration platforms. These platforms offer similar features, such as voice and video calls, messaging, file sharing, and screen sharing, making them viable alternatives to Skype. Despite the competition, Skype retains its user base due to its longevity, brand recognition, and comprehensive feature set. These competitors include the following:

  • Microsoft Teams: As Microsoft’s own unified communication and collaboration platform, Teams directly competes with Skype. It offers similar features, including voice and video calls, instant messaging, file sharing, and screen sharing. However, Teams is more focused on teamwork within organizations, making it a strong competitor for Skype in the business sector;
  • Zoom: Zoom has gained significant popularity for its user-friendly interface and high-quality video conferencing capabilities. It offers various plans for individuals, businesses, and educational institutions, making it a viable alternative to Skype’s video calling feature;
  • Google Meet: Formerly known as Hangouts Meet, Google Meet is a part of the Google Workspace (formerly G Suite) package, providing reliable video conferencing and collaboration tools. As a direct competitor, it poses a threat to Skype’s business customer base, especially for organizations already utilizing Google’s suite of productivity tools;
  • Cisco Webex: Webex is a comprehensive video conferencing and collaboration platform from Cisco that offers advanced features such as virtual meeting rooms, interactive whiteboarding, and integrations with other business applications. With its reputation in the enterprise market, Webex competes with Skype for both individual users and businesses;
  • Slack: Although primarily known for its team messaging capabilities, Slack has expanded its offering to include audio and video calling features. Slack’s integration with other productivity tools and its focus on team communication makes it a solid rival for Skype, especially in the workplace collaboration space;
  • WhatsApp: While primarily a messaging app, WhatsApp’s voice and video calling features have become increasingly popular. With its large user base and seamless integration with mobile devices, especially in emerging markets, WhatsApp competes with Skype as a convenient option for personal and casual communication;
  • FaceTime: Built into Apple devices, FaceTime is a popular choice for video and audio calls among Apple users. Its seamless integration with the Apple ecosystem and the quality of its video calls make it a strong competitor for Skype, particularly within the Apple user community.

Skype SWOT Analysis

A Skype SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis offers valuable insights into the platform’s strategic standing, helping to uncover areas for enhancement and growth, while also identifying potential challenges and competitive factors.

Skype SWOT Analysis - Skype Business Model

Skype Strengths

  • Strong brand recognition: Skype has established itself as a leading communication platform with a global user base;
  • Low cost and ease of use: Skype offers cost-effective communication solutions and has a user-friendly interface;
  • Skype-to-Skype calls: The ability to make free voice and video calls between Skype users (its core value proposition) has been a key strength of the platform;
  • Broad compatibility: Skype is available across multiple devices and operating systems, making it accessible to a wide range of users;
  • Integration with Microsoft services: Since its acquisition by Microsoft, Skype has benefited from integration with other Microsoft products like Office 365, increasing its appeal to business users.

Skype Weaknesses

  • Dependency on internet connectivity: Skype heavily relies on robust internet connections, and poor connectivity can affect call quality and user experience;
  • Limitations on emergency calls: Unlike traditional phone services, Skype has limitations on emergency calls, potentially posing a risk in critical situations;
  • Security concerns: Skype has faced criticism over its security and privacy practices, leading to concerns about data breaches and unauthorized access;
  • Dependency on competitor technologies: Skype’s architecture relies on peer-to-peer technology, which may limit its ability to integrate with emerging communication technologies;
  • Limited customer support: Some users have reported difficulty accessing timely and effective customer support from Skype.

Skype Opportunities

  • Expansion in the business market: Skype can capitalize on its integration with Microsoft’s business solutions to target and attract more corporate clients;
  • Growth in remote working: The increasing trend of remote working and telecommuting presents an opportunity for Skype to offer collaboration and communication tools tailored to such environments;
  • Partnerships and integrations: By partnering with other popular platforms and integrating with third-party applications, Skype can expand its user base and enhance its offerings;
  • Mobile application market: Skype can focus on app development and improve its mobile capabilities to tap into the growing market of smartphone users.

Skype Threats

  • Intense competition: The communication and collaboration market is highly competitive, with several players offering similar services, which may pose a threat to Skype’s market share;
  • Shift to mobile messaging apps: The popularity of mobile messaging apps like WhatsApp and WeChat presents a challenge to Skype, especially among younger users;
  • Regulatory and legal barriers: Compliance with regulatory requirements and privacy laws in different countries can pose challenges to Skype’s global operations;
  • Disruptive technologies: The emergence of new technologies such as blockchain-based communication platforms or virtual reality conferencing could disrupt Skype’s market position;
  • Data breaches and cyber threats: Cybersecurity threats and potential data breaches are an ongoing concern for Skype, which may erode user trust and reputation.


Skype’s business model has been a game-changer in the communication industry, revolutionizing how people connect and collaborate globally. By offering free video and audio calls, instant messaging, and low-cost international calling, Skype has attracted millions of users and established itself as a leading communication platform.

In addition, its freemium model, supplemented by premium features and advertising, has allowed the company to generate substantial revenue while providing value to both individual and business users. All in all, Skype’s innovative business model has paved the way for a new era of communication, transforming the way we stay connected and reshaping the industry’s landscape.



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