There was a time Skype would advertise its benefits vs phone companies - Skype then positioned itself like a "free phone calls" company. Now, it has released a new ad - and with strong ties to a different positioning. In that ad, Skype is comparing vs... social media! It is stressing that staying in touch involves real image and voice, and not only a few scattered messages in a Facebook wall or a tweet. And, on doing so, it is actually saying, we are the best and most qualitative social network consumers have in the digital world. And that is a very interesting positioning evolution!
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