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Microsoft's $8.5bn acquisition of Skype is its largest purchase, and it puts in to play its vision of a web based on social relationship, location, and application experiences.

Last night, Microsoft Online Services Division President Qi Lu presented the firm's view of the Web's future, which helps put the importance of the Skype purchase into perspective.

You and I may use Skype for free, but this week Microsoft agreed to pay a steep bill for the free global phone service.

The Skype deal is the largest corporate acquisition in Microsoft's 38 year history. Microsoft CEO Steve Ballmer says the purchase will make his firm "be more ambitious, do more things". One thing is certain, it absolutely defines the firm's current world view.

There were no signs of other serious bidders forcing Skype's valuation up. The valuation, nearly triple the $3 billion paid for the profitless service it just 18 months ago is eye-watering. It reflects how key Skype is to Microsoft, here's why.

Last night I was fortunate to be at an event with Microsoft Online Services Division President Qi Lu. He presented the equivalent of Microsoft's Web3.0 vision, and I was able to question him about the changing role of content and data in the digital marketing ecosystem. Here are some thoughts on how his view of the future seem to fit with this purchase.

Search and social have a big story ahead

While search on Web1.0 "the topical web" can provide information based on popularity and authority, the "social web" 2.0 provides information based on trusted relationships. Microsoft sees that Facebook has a leading consolidated position on the web, its that its data defines the terrain of these trusted relationships. Everyone you've messaged on Facebook, chatted with, liked or friended creates a relationship trail. The same is true of Skype. Its shows the small group of people with whom you really interact, and how actively.

How Skype Helps: Microsoft highly values its partnership with Facebook. This positions them to provide an IP voice layer to the service, and to use all of Facebooks data to provide targeted advertising to users across Facebook and beyond. While Google is desperate to "crack" social, Microsoft is laser focused in partnering with its leader, Facebook.

Advertising is an inherent part of the online experience

The partnership with Facebook will help Microsoft build advertising supported search which leverages the trusted recommendations of your network. It will evolve to become more location aware, and use geo-data, demographics and search requests to return more relevant results to users.

Imagine you're searching for a movie to see, and that your results leverage your friends' input, location, and what people in that neighborhood prefer. As "information" becomes a commodity search impressions will drop. Count on Skype to have build in video advertising, which will buoy Bing/Microsofts rate of ad impressions.

Security firms want your voice

This is my own insight from knowing about embedded systems....Identity management, especially on devices which may or may not have keyboards is a pain. What if you had the choice just to "say hello" and use any device or data you were authorized to use? 

Part of the data that IP phone services get is the pattern of your voice. Microsoft is in the identity and access control business. Having voice prints for Skype's 145 million active users would be a great start for this.

Hand held games and mobile phones

XBox is increasingly a media convergence device. Microsoft will make voice part of that experience. Connecting players in game by voice is obvious. Imagine the possibilities for interactive game and entertainment programming. This expands the canvas for games and television.  Imagine Second Life with way better infrastructure, and run for mid-market adopters.

Microsoft has also lost a lot of momentum in the mobile space. Their tablets, music players, and handsets are getting eclipsed.  Turning gaming devices in to smart phones is one path. Or, more obviously, they could use mesh networking between devices and wifi provide smart phones that don't have a reoccurring carrier bill.

Is Skype really worth $8.5bn?

Perhaps not to you or me. Not to Google which this week had very big news on its $20/month Chrome computer, and a new Android version called Ice Cream Sandwich which will merge its phone and device OS. 

Google and Facebook don't have a problem with not being sufficiently ambitous or trying enough new things. They have time to grow voice services, or to partner, and they risk having others lead. Skype is an accelerant for many of Microsoft's most important ambitions. Its the part of the future that Microsoft wants to deliver.

In Ballmer's words, Microsoft needs to "be more ambitious, do more things". It needs to get beyond making operating systems for PC's, which mobile and tablet computing is eroding. If that's what this purchase delivers, then revenue or not, it may be the essential purchase reflected in Skype's price to Microsoft.

Dave Wieneke

Published 12 May, 2011 by Dave Wieneke

Dave Wieneke leads Digital Strategy at ISITE Design, and is a graduate lecturer on Digital Marketing at Northeastern University. He writes on the future of digital marketing at UsefulArts.us and he can be reached through Twitter and LinkedIn

 

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Comments (3)

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Mehdi Muqtadir, seo analyst at rbs insurance

Interesting stuff,

These recent sky high valuations are still scaring me a little bit.

It may pay dividends in the long run especially with microsoft and facebook becoming cosier every day

about 5 years ago

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Christopher Rose

A flaw in all this is that is highly questionable that social networks do actually influence people that much.

I have several hundred incredibly diverse Facebook friends which includes family members, people who I first met offline and people that I have only met online and wouldn't go see a movie or buy music or anything else for that matter based on the opinions of any of them...

about 5 years ago

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Peter Austin @MarketingXD

It's about OS and ecosystem, not really social:

* Microsoft needs to sell Windows
* The future is about touch and mobile
* The two giants in that area will be Google and Apple, with their own operating systems
* Microsoft is nowhere, but needs to be in the top three
* It is doing deals to build a competitive ecosystem.
* Where Microsoft can partner, as with Nokia, it does so. Likewise with Facebook, I expect. Where it must buy, as with Skype, that's good too.

about 5 years ago

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