EBS Project by Astha n Meha

8/7/2019 EBS Project by Astha n Meha

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E-Business Strategy

Skype.com

Submitted By:

Astha Arora(PG20090015)

Meha Jain(Pg20090116)


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About Skype

Skype is software that enables the world's conversations. Millions of

individuals and businesses use Skype to make free video and voice

calls send instant messages and share files with other Skype users.

Everyday, people also use Skype to make low-cost calls to landlines

and mobiles.

Skype was founded in 2003. Its based in Luxembourg, with offices inEurope, the US and Asia. Its owned by an investor group led bySilverLake and which includes eBay Inc, Joltid Limited and Skype foundersNiklas Zennstrm and Janus Friis, the Canada Pension Plan InvestmentBoard and Andreessen Horowitz.

With its users making 6.4 billion minutes of calls to landlines and mobiles inthe first half of 2010, Skype is a leading global Internet communicationscompany. And of course, Skype-to-Skype voice and video calls arecompletely free. In the first half of 2010, Skype users made 88.4 billionminutes ofSkype-to-Skype calls, and approximately 40% of these werevideo calls.

Skypes buzzing 24 hours a day, 7 days a week, worldwide. At peak times,there are up to 23 million people online. Whats most important, however, iswhat Skype can do. Voice and video calling, IM and SMS are now availableon a wide range of operating systems and mobile devices. They connect

business colleagues, saving them time and money and allowing them tostay ahead of the competition. And they helpkeep friends and familiestogether, wherever they are in the world.


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Features

y Speak Out

y Speak In

y Voice calls

y Conference Calls

y File Sharing

y Instant Messaging

y Text messaging

y Voice Mailing


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Customer connectivity on skype

Focus on customer connectivity

General question: What site is doing for general customer?

Offering free or low cost VoIP services, like Google,Yahoo,Skype. As many

business and governmental organizations are considering to have VoIP

communication to extend their business and get call over internet at low

cost to landlines and mobiles.

Aim of the site

Skype is basic aim is to cover the business and enterprise telephony

markets with its new technology and make customer satisfied byproviding

better services at lowerprices over the internet.


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Focus on measuring how website is delivering for customers can help

immensely

Though there have been many complaints about skypes poor customer

support, there is no e-mail orphone number for complaints about billing

errors. It is not clear, in case a dispute occurs, which country would be the

jurisdiction for conflict resolution.

Therefore, the basic aim of the site is to fulfill the above requirement and

there should be customer support available 24*7 from anypart of the

country.

Solving for customers needs encourages a long term mindset and in

turn long term success.

Solving Customer Problems Will Solve Companys Problem like if the

customer is satisfied with instant problem he is facing than he will not wait

for the other source to get connected via internet to chat/conference or nay

other feature that skype provides.


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Trinity approach-By Skype

Why customers come to our website? & how website is doing in

terms of solving their problems?

y Primary Purpose -To facilitate communication over internet by means

of calling, chatting, video conferencing, etc. & website is trying to

meet up their customerproblems byproviding search box and FAQs

at the website.

y Task Completing Rates-Still website is lacking in the customer

support and some billing errors which still need to be implemented.

y Content & Structural Gaps-

Skype Premium Call (Beta) is a feature ofSkype Software, enabling

You to call overSkype Software to a designated Skype user ID to

access third party content, against a charge (Skype Premium Call

(Beta)). Such third party content can consist of information services,

helplines, entertainment, competitions and other types of content that

Skype may at its discretion make available to you from time to time

(the Content).

Structural Gap- Skype does not provide the ability to call emergency

numbers such as 911 in the United States and Canada, 111 in New

Zealand, 000 in Australia, 112 in Europe, or 999 in the UK and

doesnt provide full customer support through any contacts and

addressing.

y CustomerSatisfaction- Customer is satisfied in calling free calls over

internet but website have to work on the buying credits for calling on

landlines and mobile phones and this can be done by giving 24*7

supports by the help team.


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In Trinity approach these metrics can be correlated to:

y Bounce Rates- Yes,@ skype people are able to find easily what they

are looking for. For example today if I am looking for the how should

I implement skype at my workplace so the website is providing the full

information with the help of videos and text that helps to understand

better .

y Conversion Rates- Skype has conversion rate up to 25% that is if

person came for the buying credits for calling on landlines and mobilephones from abroad is done by only few people because theyprefer

to call from their cellphone. Example-if we take India, most people will

find it not cheaper to call through skype and not friendly to

technology.

y Revenue-Email still remains one of the most effective channels when

it comes to marketing and ROI.

y Multichannel Impact-Through email, pamphlets, newpaper, magazine

advertisement on various websites, etc.


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Focus on Solving Problem for Skype

What questions they want answered?

y Better call rates

y Quality of video conferencing

y Quality Voice chat

y Share files

y Instant messaging

y Mobile downloading with skype

y Skype at work

To bring out new strategy to improve the website

y To improve revenue by 15 % - To adapt new discount rated calls

monthly and yearly basis to call on landlines and mobile phones , etc

y To facilitate emergency calls

y 24*7 Customer support via self help on the website and customer

helpline numbers.

y Providing quality call

y Multichannel Impact Should be applied

y More emphasis on Instant Messaging features

y Various Demos and Self explanatory text to understand things more

clearly like if want to add new friend via friend finder.

y More cell phones should be compatible of using skype not only wi fi

enabled cell phones.

y Free sms that mostly messengers provide

y More emphasis on calling rates


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For measuring email & multichannel marketing

As sending Email is one of the most effective channel when it comes to

marketing & ROI for different purposes. In the case of skype technologies

Email is very useful for:-

y Finding of new customers/acquisition : By sending emails to the IDs

from skypes related websites example Gmail etc. which can contain

the information of all latest technologies introduced by Skype

Technologies. This will attract the new target customers to join us and

avail the facilities.

y Introduction of new technologies : Basically to retain the existing

users this tool is helpful as they are been informed about the new

technologies which are been introduced timely.

y A standard communication or retaining of loyal employees can be a

basic aim while using this tool.

Before setting such a tool we kept in mind some of its crucial metrics suchas :

y Delivery rate

y Unsubscribe Rate

y Open Rate

y Response Rate


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For example:-

Assuming

Number of Email sent =150

Number of Email bounced=50

DR= (Number of email sent Number of email bounced)/ Number of email

sent

DR= 150-50/150

That shows the Delivery rate as approx 66%

This tool will basically Help us to measure the effectiveness of website with

in its customers.


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Competitive data measurement

For an effective competitive data measurement forSkype technologies the

most suited tool that can be adopted is:-

ISP Based Measurement

With the use of this tool when the user will surf the site, all the data will

funnel through the IPS worldwide whereby IPS share the anonymous web

log data collected on the IPS network with the particular contracted party.

This tool can be useful for skype technologies in many prospects as it

allows :-

y The sample size of survey to be large in number, which is a huge

benefit for the organization to know anonymous information in

customers prospective.

y The diversity of pool of people surveyed increases resulting

scanning of every possible prospect or options to find the perfect

answers to the users questions.


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Conclusion

Though Skype is no doubt the best and most widely used messenger used

by every 2nd person but it do lack in emergency calls and customer support.

Strategy used by us will make the skype get more of ROI and beneficial for

the Company and to focus on what segment ofpeople in India.

Sources

1. Slides

2. www.skype.com

3. http://en.wikipedia.org/wiki/Skype

4. http://skype.com/allfeatures/


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Documents

EBS Project by Astha n Meha