A month ago at Mobile World Congress, Skype and Verizon stole the spotlight by announcing Verizon’s forthcoming Skype mobile service. This afternoon at CTIA in Las Vegas, Verizon and Skype announced that the service will launch in two days on Thursday, March 25 (think Christmas in March).

If there was one overriding theme that came out of the press conference today, it was “it’s about the user experience”. Skype’s Russ Shaw emphasized this during our CES interview in January; Josh Silverman, Skype CEO and John Stratton, Verizon Wireless Chief Marketing Officer, reinforced this during the Mobile World Congress press conference.

So what is this “user experience” that “it’s all about”?

• Make it as easy to make a Skype call as to make a circuit switched wireless call.
  • Find a name in the address book and press a “Call” button.
• Provide free Skype-to-Skype voice and IM conversations to any Skype contact worldwide
  • Without any charge against voice minutes or data usage
• Provide an “always on” experience by allowing the application to run in background
  • Receive IM chat messages and Skype voice calls while running other applications
  • Provide ongoing “presence” status via Skype IM
• Merge the device address book with your Skype contacts to ensure ready availability for both making and receiving a call
  • whether a normal voice call, a Skype-to-Skype call or an international call via SkypeOut
• Run the voice conversation over a proven, scalable, reliable voice network
  • that also has maximum geographical coverage
  • receive calls anywhere, anytime – not tethered to a PC for Skype conversations
• Optimize for longer battery life
• Make the download and installation a default with minimal, if any, user intervention
• Make it available to all your existing customers who have bought either BlackBerry or Android smartphones in the past
  • going back to the original 8830 BlackBerry World Edition and the Curve 8330
  • also available on the BlackBerry Storm, Storm 2, Curve 8530, Tour 9630 and three Android models
• Two other points made: the service is CALEA-compliant and E911 access remains available via the Verizon voice channel.

Customers will be able to access and install Skype mobile in one of four ways:

• For existing BlackBerry customers the application will be pushed to their BlackBerry’s home screen over the next few days after launch
  • New BlackBerry customers will find the application on their home screen
• Android users will be able to install the application from the Google App store
• The application can also be downloaded by going to www.skype.com/go/mobile
• Text “SKYPE” to 2255 to receive a download link

While there is no universal Skype for BlackBerry yet, the Verizon offering demonstrates how Skype can take advantage of the BlackBerry’s feature set:

• optimize for battery usage
• “always on” Skype connection by running the Skype mobile client in background
• using BlackBerry’s “push” technology to push the Skype application to all (existing) Verizon customers on BlackBerry

There are some limitations:

• No WiFi; must be in a location where Verizon signal is available
  • not deep in an underground location
• No roaming with Skype;
  • Skype calls can only be made while on the “Home” Verizon network in the U.S.
• Limited audio bandwidth using the inherent Verizon voice network
  • No SILK codecs involved; probably G.729

One final note: When asked about exclusivity, Skype’s Russ Shaw, GM for Mobile replied to the effect that “the Skype mobile experience is exclusive to Verizon” and that “features and functionality won’t be elsewhere”. Leaves a lot open to interpreation; we’ll see as Skype for Symbian and Skype for iPhone evolve.

Bottom line: While it will be a great service for Verizon’s customers wherever they are in the U.S., there are limitations such that the service is not available for international travel. It’s a service that is not only available to new customers but to their entire legacy base of BlackBerry and Android users.

The service, however, provides an initial step for getting Skype onto a mobile service with revenue generation for both Verizon and Skype. The big question is “Will it drive new users for Verizon?”

Yes, this post only covers the basics; more commentary to follow.

Related articles by Zemanta

• Skype for Mobile – Now Focusing a True Skype User Experience (voiceontheweb.biz)
• Skype & Verizon’s Fear of the iPhone (gigaom.com)
• Skype Mobile App – Verizon and Skype Partnership (ubergizmo.com)
• Skype for Mobile: An Interview with Skype’s Russ Shaw (voiceontheweb.biz)
• Skype over Verizon: Skype Becomes a Marketing Weapon in the Carrier Arsenal – Initial Analysis (voiceontheweb.biz)
• Skype over Verizon: Skype Becomes a Marketing Weapon in the Wireless Carrier Arsenal – The Prelude (voiceontheweb.biz)
• Coming Real Soon Now: Skype for iPhone over 3G (voiceontheweb.biz)

Skype today published data from a recent Zobgy survey that, aside from demonstrating smartphone users’ desire to control their own phone configuration, demonstrates that a significant majority of users in the four countries surveyed (U.S., U.K., Japan and Spain) simply are still not perceiving the potential for a mobile phone handset to be considered as having additional use beyond simply making voice calls.

While I am receiving feedback from acquaintances who are saying their BlackBerry Bold or 8900 Curve has become their mobile computer (reinforcing my own experience) the survey results conclude:

• over 62% of the survey respondents do not perceive their mobile device as an extension of their computer.
• Over 70% have never downloaded an application to their mobile phone.

What this survey really says is that awareness of the smartphone as a mobile computing device is still quite weak amongst the general public, especially in North America. Secondary to this finding are the results showing:

• Only 23% feel that they have more or the same level of control over their mobile device as they have over their computer.
• 67% want to be able to choose their mobile applications for themselves, rather than have their carriers choose for them.

Of course consumers want choice; the real issue here becomes the legacy microcomputer user issue of balancing:

• how much guidance does a vendor (carrier, PC manufacturer, smartphone vendor) provide driving users to “supported” or “authorized” applications against
• how aware is the consumer that they can actually have “freedom to choose” when it comes to not only smartphone applications but also personal computing applications.

The major difference from the early Windows 95 days of wanting to be on the Windows desktop and wanting to be immediately available on a smartphone is that the carrier, not the operating system developer, approves the user interface and smartphone configuration that is available on purchase of the computing device.

We have since seen the disappearance of “pre-configured” Windows desktop applications (how many PC’s have I installed over the past 15 years where I removed the AOL application?) with more practices such as the Dell Vostro line of business PC’s providing a minimal number of pre-installed desktop applications supporting use of the PC itself and no third party applications. It has become the responsibility of  the individual third party developers to generate market awareness and adoption on a PC platform.

The Apple iPhone started this trend within the smartphone consumer market. A basic iPhone has the necessary applications to use the phone for voice calls and text messaging along with a minimal number of third party applications such as Google Maps and Facebook. From this starting point, the user can then use the iPhone App store to choose applications that find the nearest Starbucks, tell you when the next TTC streetcar is coming, deliver the Toronto Globe and Mail or turn your iPhone into a musical instrument. No carrier control, no carrier revenue; over 20,000 applications available.

When looking at the BlackBerry, one again finds that it comes with a set of basic applications that support communications, either voice or text (including several IM applications). Users have long been able to add applications either via stores such as Handango with 1800 applications for the Bold, Crackberry App Store or a wide range of enterprise-specific applications. Today my BlackBerry can follow Twitter and Facebook via SocialScope, deliver my cable TV service to the device anywhere worldwide, make Skype calls via iSkoot or IM+ for Skype, follow the news on NY Times, Wall Street Journal or CNN (Globe and Mail, where are you?), stream video to the Internet (Qik) and use any Google service (Maps, News, Reader, Search, Sync, etc.).

The ability to download user-selected applications is here (certainly on my Rogers Wireless service). The real issue is that North Americans need to be made more aware of the potential of a smartphone to deliver value-added services and information. Only at that point will there be sufficient pent-up consumer demand to “free up the smartphone” from today’s level of carrier control.

According to the report the Spanish and Japanese “get it”; probably other European countries where the level of  carrier control of applications is much less than in North America also get it. The survey found almost twice as many Spanish have downloaded applications and perceive their mobile devices as an extension of their computing experience. When the awareness is there, the demand for user freedom to choose their applications and smartphone configuration will arise.

The bottom line:

• General awareness of mobile smartphones as more than a voice calling device still needs to be promoted heavily by both application developers and smartphone vendors
• Users perceive that they would want to have control over their smartphone applications if they know there is an huge range of non-telephony applications available.
• the younger generation will drive adoption through their personal social networks, in turn, making older generations aware of what can be done with a smartphone.
• Developers still need to market their applications, emphasizing the user experience, beyond simply having them available on the iPhone App Store or BlackBerry App World.

All it takes is for an individual to find one Starbucks, watch one television program remotely, see a live video of the grandchildren, read one time sensitive news report, have one business success story or make a free international Skype call via iSkoot or other Skype-enabled application to drive awareness amongst a broader public. In the end it’s all about demonstrating the satisfaction that results from an engaging user experience to build the necessary awareness.

Om Malik says “As Mobile Data Grows, People Want Wireless Carriers To Buzz Off”.

Related articles by Zemanta

• Unauthorized iPhone app stores emerging (buddymob.blogspot.com)
• Why Facebook’s Future Is Mobile (gigaom.com)
• BlackBerry App Store Clone Pushes $3 Minimum (iphonesavior.com)