Skype is the leader in terms of communication through IP addresses via the web. This project has for main objective to set up a new business strategy in the aim to develop its presence in China. In a first time, we have seen that Skype is the leader but the competition is present with MSN by Windows and Yahoo. Moreover, the most dangerous one is coming with Google which had the need to be present in every market. They just succeeded in taping on this market via "Google Voice" thanks to their Gmail service. It is why Skype must innovate and restructure their strategy in the aim to avoid a too dangerous competitor.
China represents the biggest potential for companies as Skype. The second largest economy of the world represents also the largest number users of Internet but not only with also cell phones and traditional phones. The problem is that China is making troubles for Skype with China Telecom who decided to eject Skype from China due to a non loyal competition thanks to their laws. The challenge for Skype is to find a new way of entrance strategy by partnerships, analyzing the key players and to target the right customers. We are going to plan this project by answering the 3 key questions when we are building a business plan for market strategy: Where are we? Where are we going? And how will we get there?
Sommaire de l'étude de cas
I- VOIP, a disruptive software used by Skype
A) VOIP, a new technology of communication
a. The VOIP Technology
b. Opportunities & Threats of such a system
II- Skype's Corporate
A) Skype's corporate
B) A leader but contested
III- China, a specific market to focus on & the entrance strategy
A) Market opportunities
B) How to enter the Chinese Market place?
a) Opportunities of the market
b) The strategies suggestions for Skype to tap on Chinese market
Extraits de l'étude de cas
[...] Enter this market is an obligation and a challenge to find how. The first recommendation is so to copy Google business model in terms of professional services by creating a global communication tool with mail, voice, audio That is exactly how biggest companies as Apple succeed: Taking ideas already existing and making it better. The second recommendation is to take the opportunity of the increase of mobile phones. [...]
[...] This huge tool is growing up as the demand which is increasing thanks to people in general but mainly thanks to companies, business companies which have to integrate new ways o communication to their strategy. In all environments of companies, in internal and external vision, it is interesting to use Skype in terms of costs. Skype and other competitors as Windows live messenger are using new software, a performing system called VOIP (Voice over Internet Protocol) which allow everyone to reduce costs of communication and to use it on an international level. Moreover, it is unlimited. [...]
[...] This graphic show us the different markets covered by Skype by using VOIP system. It gives the possibility to each user to communicate at low costs comparing to the other ways of communication thanks to an IP address and network. It's totally competing the traditional way with phones working with another system called PSTN (Public Switched Telephone Network). VOIP is increasing its functions and so reaching more and more customers. VOIP is creating the demand by creating new options, new ways of communication. [...]
[...] - New substitutes: 8/10 Skype is itself a substitute. In fact, the new tool of communication has to face many other competitors in the internet communication software but not only. One other threat is the creation of very attractive offers by internet providers which include nowadays internet, tv and phone calls unlimited for 29, per month (equivalent in China). Moreover, they offer unlimited calls not only on national area but on international area to more than 150 countries. One way of avoid this threat is to sign partnerships with internet providers in the aim to be bought in the same time. [...]
[...] This is the last one which Skype has to develop. This strategy deals more specifically with the professional market. As we can see on the website, Skype offers already new services to companies. But what I want to suggest is to develop the communication tool by following the example of Google, the biggest success in this sector. My proposition is to develop this software by adding a mail box as Gmail. Thanks to this new service, it can be more useful for companies to communicate faster and efficiently by choosing between mail and direct audio and video conversation. [...]
À propos de l'auteur
Alexandre B.EtudiantÉconomie généraleE-Business: Skype in China