Skype: Your dream marketing job?

Imagine for a moment – first day on the job – being told this is all you have to work with:

• More than a half billion users, with millions more joining every month
• A flood of metrics on how they communicate, what they use, and what they don’t use – but pay for anyways
• A brand now amongst the most recognizable in the world
• New deals with mobile operators that expand end points and customer reach
• Plenty of compelling new products and services on the horizon
• An entirely untapped market – business services, in this case
• And a ton of marketing dollars to attract talent and make it happen

Not bad. And all you have to do is crank the thing up so it blows past a billion dollar run rate, fast tracks to Wall Street – and gives the new buyers the shiny victory they’re chasing.

So, where to start? I may not be best placed to tell the many smart people over at Skype what to do, but I like to start healthy conversation. So here are a few thoughts to get it rolling:

1. First, thank whomever designed the new multi-country subscription bundles. Yup, I’ve been vocal about the ‘race-to-zero’, but packaging ILD (anything, for that matter) in ways that make consumers feel like they can buy only what they need – as in just the destination of their choice – is doing it right. The existing $3 North American plan may have proved that anything under $5 on a Visa bill is hardly worth the trouble of canceling. Power-market these, and enjoy the spoils of breakage for years to come.

2. Beware of the chasm that lurks between consumer and business-brand marketing: Many a company have struggled with transitioning from consumer to business offerings. Yes you’ve had both customer types, but since almost all but the consumer-focused ILD services have been free, this tricky bridge has yet to fully crossed. Don’t underestimate it as you make near-term decisions.

3. Don’t bet on consumer video revenue: For one – even once it’s ready for prime time – I’m not sure it’s compelling for consumers to multi-chat with any regularity. And for those consumers technology-friendly enough to do it (aka: hipsters), they’ll either find services that offer it for free, or they’ll just keep texting. If you really want to charge for it, then package it as an uptick for ILD subscribers or better — let consumers pay-as-they-go for those very special occasions. (PS. How much do consumers use multi-party voice conferencing to stay connected? Just saying.)

4. Own the ‘under-5 user’ Group Comm space: Multi-way video may be cool, but it’s only a piece of the puzzle for faster top line growth from the ‘For Business’ unit. I’ve used Skype one-on-one screen sharing (the Web’s best kept secret until now) from day one because it offers me real, ad-hoc collaboration within a UI I know cold. But I want to add a third person on-the-fly, and I’d pay for it. If buy is faster than build, ask the M&A guys to get you a solid web and voice conferencing platform. Skype can become the default place to launch small group sessions, and the high-margin subscription revenue that comes with will make pressing on the gas a breeze.

5. Be more present in the Entrepreneur revolution: The young and the restless – or the Fortune 5,000,000 as some say - already like Skype. And while they’re careful with the dollar, they pride themselves on virtual working. Get closer to them, invest in their events and causes, partner with those innovating in communications – and find a way to stay ‘cool’.

6. Stick to your strengths: You’re the best there is at online communications. I know it’s easy for someone on the outside (especially a consultant) to suggest a focus on core strengths, much more difficult to do on the inside. Particularly when private equity is your boss. Even so, at least try to minimize distractions – we all know there are endless opportunities to choose from – and be sure to dominate where you can.

Enough said. Think Celebrity Apprentice, and please chime in.

Blogger’s note: Timing is everything in life. Just as I went to post this, Skype announced the hire of a new CMO.