Anita Kong's Blog

Microsoft recently announced that it would be closing Windows Live Messenger in March 2013 worldwide, except China. In replacement, Microsoft will focus on Skype. Based on the Internet analysis firm, Comscore, the US audience for Windows Live Messenger had fallen by 48 percent from 2009 to 2010.  Moreover, the audience for Skype has grown.

I think this is a strategic decision for the company because Microsoft identified industry trends early on and reacted. Having purchased Skype for $8 million last year and forming a partnership with Facebook, it is able to utilize both of these major companies to its advantage. There will be an option for users to connect their friends on Facebook with Skype. With the increasing popularity of Facebook, Skype presents a feature of video chat with friends. In addition, Microsoft will be implementing Skype into its smartphone software. This will allow for mobile video conferencing, a feature that Windows Live Messenger does not.

Based on Microsoft’s focus to broaden the audience of Skype users, I find that the tactics used are clever. The changes that Microsoft wants to implement will merely feel like an upgrade for chat users—users will be able to synchronize Windows Live Messenger contacts and connect to Facebook friends as well!

References:

http://www.bbc.co.uk/news/technology-20222998

http://www.insidermonkey.com/blog/microsoft-corporation-msft-skype-will-replace-messenger-27713/