Over the past week I have been checking out some interesting new activities involving Skype video. I wrote about my experience with the Logitech HD Pro C920 and there are at least two more posts coming next week involving new experiences with Skype HD video calling.

Video calling has always had its own inhibitions and etiquette, especially when it comes to nervousness about being seen “live” for whatever self-conscious reason. Everyone has his/her own dress code in this regard.

But I’ve also learned that sometimes there are other social aspects to consider, especially when using Skype for TV. For instance, you have to be aware when others in the home may want to actually watch a TV program (is Skype for TV allowed during today’s Super Bowl in your home?). So you have to schedule Skyping on your TV appropriately. You probably want to think about the condition of the room from which you are calling; it’s probably not exactly a neat and tidy television news production studio.

But apparently there are other considerations also….

For developers planning to develop TV-based applications Skype lays out an entire etiquette under the topic “Design for TV: Skype on Your TV: A 6-Step Guide for Success” (you have to be a registered developer to see the entire guide):

What Makes TVs Different?

Despite recent advances, a television remains a primarily passive device—we watch it for extended periods of time rather than use it to converse, surf the Web, or run other software applications. And we rarely appreciate being interrupted when watching our favorite show!

Amber MacArthur, a Toronto-based social media guru (and author of the AmberMac test for Skype), is a frequent and long time user of Skype video, both for family calls and her participation on various video podcasts. Recently she was preparing to participate in an upcoming Fast Company show and received from her husband, Chris Dick (a video production expert), a list of things to remember when setting up for a web video conversation. She subsequently posted them in an extended Facebook post:

Here they are – please let me know if you have anything else to add to the list (I like #5 the best;):
1. Have a USB headset/microphone combination for maximum effect – failing that, use a pair of earbuds.
2. If you are using the on-board microphone, find a quieter location than a loud coffee shop or central office hub, both to minimize noise and possible colleague/passerby interference
3. If there is a large window or other light source, position yourself so YOU can look at it – rather than have it behind you, you don’t want to be backlit.
4. If you have an Ethernet connection for your Internet source please take advantage of it; wifi can occasionally be subject to drop outs
5. And lastly pop in a breath mint, you’d be surprised how advanced Skype is now

Certainly the first four are great tips and reflect my own experiences. However, imputing new features to Skype is an ongoing dialogue, especially for geeks. But this one has to amuse. Definitely not a new feature reported in the recent upgrades to Skype 5.8 for Windows and Skype 5.5 for Mac announced this past week.

Bottom Line: We’ll have to check out the SkypeKit developer information for the Halitosis API. And will we see Skype-certified breath mints on the Skype Store? Is it another intrusion into our privacy?

P.S. – Amber was the pioneer in using Skype for TV broadcasts: Skype Video for “Live On Location” Television – long before Oprah.

Skype announces new names for its developer offerings, new video API’s for SkypeKit for Desktop and “plugged into Skype” designation for Skype Desktop API programs.

Since 2004 Skype has evolved an API kit that allows third party developers to offer Skype-enabled applications that require access to the primary Skype client on Windows, Mac and Linux. Basically it allows developers to extend the functionality of Skype while using the Skype client application. Examples have included call recording applications such as Pamela and VodBurner and hosted desktop sharing applications such as InnerPass (now transitioning to GroupMix).

This past June Skype announced the public beta for SkypeKit, which is intended to add native Skype functionality directly into partner applications. From the developer website:

SkypeKit enables developers to create innovative products and applications that deliver virtually the entire range of Skype’s functionality—including calling, chat, account creation, and contact management—without the need for your users to separately download Skype.

Whereas SkypeKit had largely focused on embedding Skype in consumer electronics hardware, feedback from that announcement demonstrated a demand for more support of desktop applications with integrated Skype functionality.

Today Skype announced changes to the names of their developer offerings:

• SkypeKit for Desktop, which is intended to add native Skype functionality directly into partner applications
• Skype Desktop API, previously known as the Skype API or Public API, which allows developers to extend the functionality of Skype for Windows, Skype for Mac and Skype for Linux.

Basically the previous Skype developer programs continue to exist; however, their branding is changing. It also means that applications developed using the Skype Desktop API can now use the “plugged into Skype” designation shown above.

In addition Skype announced the SkypeKit for Desktop now includes Video API’s which “will allow developers to bring their desktop applications to life using video calling, with the goal of making their applications feel less isolated and more human.” Previously developers could access the the video stream via Skype’s proprietary RTP interface; however, the new API’s relieve developers of a lot of time consuming and complex “wrap around” work that would have been required to provide video in an application. At this point support is for one-to-one video calling; however, group video chat and screen sharing are on the roadmap.

While the announcement post references three case studies, where one is VodBurner that has been using the Skype Desktop API since VodBurner’s launch two years ago. The other two are planning to use SkypeKit for Desktop:

• Tely Labs is still taking beta testers and expects to launch early in 2012;
• Trillian’s Instant Messaging aggregator product has a beta version of Trillian where they are demonstrating Skype integration using SkypeKit.

The announcement also references the new Skype Apps Directory which was discussed here about two months ago.

Bottom line: SkypeKit was first announced mid-2010; it went public in June 2011. If Skype wants to have an viable developer program we need to see results soon that can bring revenue to the developers. Maybe the incentive to recover a $8.5B acquisition investment will provide the focus required to demonstrate that it’s worthwhile to become a Skype developer partner.

Dan York also comments: Is Skype Soon To Release New APIs? Skype Renames Public API And Extends “Plugged into Skype” Partner Program

Since the demise of the Skype Extras program was first announced two years ago, several of the developers with third party applications worked to wean themselves off a dependence on the Skype Extras program for their survival. However, the products remained available via the fairly innocuous and plain Skype Extras page on the Skype Store.

Yesterday I learned that a new, unannounced, menu item had been slipped into the Tools menu of Skype for Windows 5.5 as shown on the right.

Click on the Get Apps… and you go to a new page on the Skype Store:

A couple of points:

• It’s called an App Directory, not an App Store. While there is a detailed description for each application , the “Get Now” Links go to an App Store or a file download; on installing the file, you will be led to the individual application developer’s “store” page.
• For instance, the link to Qik Video for Apple takes you to the iTunes preview page with a link for purchase on the Apple App Store.
• Currently listed products comprise previously available third party products or Skype utility products listed in the Apple or Android app stores.
• Applications are categorized by “genre” such as Business, Call Recording (audio and video), Call Recording  (audio only), Faxing, Desktop and Whiteboard Sharing, etc.

In a discussion with Ash Valeski, Skype’s Senior Account Manager for the Skype Store he pointed out:

• This is simple a starting point for building a third party applications distribution channel. The SkypeKit team wants to have a distribution channel that provides awareness of forthcoming applications while supporting publishers who currently have applications that use the legacy Skype API’s.
• Expect to see more features added to this page over time.
• They have reduced the available applications to those that are currently active and appropriately supported by the application publisher, including the availability of a shopping cart where payment is required.
• There is a carousel rotating through top downloads (free and paid) and top-rated offerings.
• The directory does provide an opportunity for ratings and short reviews (via Comments) for each application. (As a test I have submitted a comment on PamFax; note that, when you make a comment, you can sign in via Twitter, Facebook or other options.)

Bottom line: This App Directory is simply infrastructure for supporting the Skype developer program. The real challenge remains for the Skype Developer program to make SkypeKit an offering that can readily and widely be adopted by not only hardware developers but also software publishers. The initial feedback on the program has been provided in this post about a hardware partner whose offering will become available later this year.

In the meantime I still find these partners are using the legacy Skype API’s; for instance, Pamela just went through an upgrade based on the legacy Skype API’s. And, amongst the publishers listed in the App Directory, Pamela publisher Scendix is not alone in this regard. However, this launch is one small step that demonstrates that current management wants to get more proactive with both the Skype Store and the Skype Developer program.

Related articles

• Whither Skype Extras Today? Withered? (voiceontheweb.biz)
• Skype’s developer websites: an overview (blogs.skype.com)
• Skype Launches Third-Party App Directory (techcrunch.com)

Just over a year after Skype’s first announcement of SkypeKit as a closed beta program for third party developers, Jonathan Christensen, Skype’s Vice President, Emerging Opportunities, announced the opening up of the SkypeKit developer program to a public beta at eComm 2011 this afternoon.

Yesterday I had the opportunity to discuss the program with Chris Andrews, Sr. Business Development Manager at Skype. The primary function of SkypeKit is to provide access to a “headless” version of Skype from which developers can provide their Skype functionality through their own product’s user interface. Otherwise SkypeKit provides access to the same functionality as standard desktop clients; however, it does not support screen sharing or multi-party video (Group Video).

To join the SkypeKit developer program developers create a developer account and pay a one-time fee of $10 to download the SDK and participate in the developer community forum. With its ability to support embedded Skype in hardware, hardware partners will also need to obtain Skype certification at the standard costs for that program. Software application developers have no additional cost. At this point there is no revenue sharing expected by Skype; that’s the one issue that will have to be addressed at some point if Skype is to demonstrate ROI to Microsoft.

Chris confirmed access to the video stream is available via Skype’s proprietary RTP interface which has been designed to address the various screen formats developers will encounter with either their own hardware or, in the case of a software application, the various PC and other intelligent device displays. Documentation is available at the Skype Developer site.

While SkypeKit provides support for both hardware and software, most of the development to date has centred around hardware devices. At CES Skype announced that SkypeKit was being used for a baby monitor based on the Panda chip and is being tested for incorporation into GM’s OnStar service. One new player he mentioned is Tely Labs, a startup with no website, who are developing a “living room experience” for their own branded TV accessory; we’ll have to wait to see what this means beyond the various Skype for TV/BluRay offerings.

An initial software platform incorporating SkyepKit is Imvox, a social voice communications platform for gamers. From their website:

The biggest benefit of Imvox’s participation in the SkypeKit developer program is it allows us to offer the gaming community crystal clear voice quality, which is used by hundreds of millions of people across the world every day. The Skype partnership also enables Imvox to work cross-platform, so Windows and Mac users enjoy the same high-quality audio. It’s about time a solution works for everybody in the gaming market.

I had an opportunity to experience Skype’s SILK codec in a gaming platform a year ago November with the launch of the Blabbelon “click-to-talk” voice service for gamers. It’s a different market space from the traditional consumer and business voice conferencing.

Long time Skype partner InnerPass has been awaiting the launch of SkypeKit’s open beta to incorporate Skype into their newly launched Group Mix team collaboration service – an evolution of their previous InnerPass Meeting and Sharing service that was offered as a Skype Extra.

The SkypeKit Developer Site provides documentation and samples to assist with the development process covering topics such as TV, audio and video and various development tools. However, Chris did mention that, while all the tools are there to support software development, they still need some work to make a software developer totally comfortable with using SkypeKit.

Bottom line: With Skype’s pending acquisition by Microsoft it will be interesting to see what uptake there is from developers and how this developer program works in conjunction with other Microsoft developer programs. Certainly Microsoft brings the financial heft and experience required to establish and attract a large developer community for SkypeKit as it evolves.

According to Stacey Higginbotham’s GigaOm discussion with Jonathan Christensen there are 2,000 developers who have been part of the closed program but there are over 10,000 developers who have applied and can now participate. As with the iPad and smartphone market spaces the evolution of the real time communications space will really depend on how readily users will adopt the resulting applications. Until other services can offer a combination of high quality voice, the ability to call a wide range of devices and platforms, HD video and over 170 million active users, Skype certainly starts out with an initial performance lead over pending competitors.

Skype Journal: Skype for iPad; SkypeKit launching at eComm next week?

Related articles

• Whither Skype Extras Today? Withered? (voiceontheweb.biz)
• The future of Skype Extras (blogs.skype.com)
• Skype for TV – Not on Windows (voiceontheweb.biz)
• With SkypeKit, Skype wants to be everywhere (gigaom.com)

If Skype Extras is creating an issue with software bloat through its games partner, Easybits, why do I get a blank Skype Extras window from the Tools | Get Skype Extras menu in Skype for Windows 5.3?

In one of its previous lives, ca. 2006, Skype introduced a Partner program where they encouraged third party developers to innovate products around the use of Skype. These products arrived in the form of games, productivity tools, hosted business services and utilities that enhanced the Skype experience or incorporated Skype for its real time communications features. At the time Skype provided API tools that facilitated development of these products; they remain available even as Skype ramps up its SkypeKit developer platform. Products were made readily available to Skype for Windows users through the Tools | Skype Extras menu of the Skype client. One partner had over 3 million downloads between January 2009 and August 2010; a very significant number have become ongoing subscription-paying customers.

Original Skype Extras Window

During the summer of 2007 Skype held a Mashup Competition with regional and worldwide winners. PamFax, still in its infancy but sending faxes from a PamFax window, won the worldwide competition. (Watch Voice On The Web for a complete update on PamFax’s evolution to a one-stop multi-platform “Fax for business” solution in the next few days).

Some the Extras publishers were acquired; for instance IBM’s Lotus Sametime division acquired the popular desktop sharing utility, Unyte. Others went away due to either  a lack of market acceptance, a failed business model or impatient investors. And there were many issues with the level of support provided by the Skype Developer program at that time.

Skype announced the end of the Skype Extras program in late August 2009, pointing out that no new Extras would be accepted from that point forward and that Skype Extras would not be accessible from the Skype for Windows menu after August 31, 2010. However, while this menu is still available from the Skype for Windows 5.3 client, I get the blank window shown above. However they can still be found available on the Skype website: Skype Extras page and on the Skype Store.

So what puzzles me is the recent appearance of stories about an additional program, easybits.exe, being installed with Skype for Windows. Easybits provided the platform for the Skype Extras games; it seems that a recent update to Easybits inadvertently got into some users’ recent installations of Skype for Windows. Looking through my Task Manager, there are no traces of easybits.exe; the only item related to Skype Extras Manager is skypePM.exe and it’s not consuming much RAM. Phil Wolff, over at Skype Journal, has more to say on this, including Easybits response, in #Skype Extras partner EasyBits releases game uninstall tool.

Bottom Line: So my real question is, given the blank Skype Extras screen I receive as shown above (and have received for some time now), the lack of any trace of EasyBits software on my Skype for Windows 5.3 installation and the announcement that Skype Extras would go away last fall, what is the real status of Skype Extras today? Or is it just quietly withering away?

Skype’s statement: EasyBits Update for Skype Extras Manager

P.S. – many of the former Skype Extras publishers have continued to offer their software and even built additional products that use the Skype API’s. Within a few days I’ll provide an update on where you can find these products today and their evolution into even better offerings.

Related articles

• EasyBits releases removal tool for afflicted Skype users (zdnet.com)
• Skype pushes gaming software down users throats (go.theregister.com)
• How To Uninstall EasyBits GO (EasyBitsGo.exe) Completely (ghacks.net)

This morning, at the CEA Line Show in New York, Skype is taking the first step in the evolution of its revamped developer platform with the beta release of SkypeKit, “empowering consumer electronic and desktop software innovators to embed Skype into their products”.

In summary:

• Most importantly, SkypeKit allows developers to embed all the functionality of Skype into their offering without the need for the end user to have the Skype client open. They call it a “Headless” Skype toolkit whereas the developer community had been using the term “Naked” Skype.
• Initially SkypeKit is available as an invitation-only beta.
• Today API’s are available for Linux; API’s for Windows and Mac OS/X will be available in three to four weeks.
• The current program is targeted to consumer electronics and other telephony device manufacturers as well as desktop software developers
• SkypeKit includes support for Skype’s royalty-free ultrawideband audio SILK codec.
• SkypeKit supports Skype functionality beyond simply voice, including Skype video and H.264 processors embedded within hardware (such as with the FREETALK Everyman webcam).
• Skype’s developers have put significant effort into both security and scalability to sustain two of Skype’s key features.
• Skype will be promoting SkypeKit developers offerings through a “plugged into Skype” logo as well as making them available via the Skype Store.
• SkypeKit provides a long requested complement to the legacy Skype Public API’s used in applications such as Pamela, VodBurner, OnState, InnerPass and others.

This morning I had the opportunity to discuss the SkypeKit beta launch with Jonathan Christensen, Skype’s General Manager and Head of Platform. It provided an opportunity to dig deeper into Skype’s goals and strategy for the SkypeKit platform.

Primary goals of SkypeKit are:

• To provide developers with a “naked” Skype such that a Skype client is not necessary for the deployment of Skype on a hardware platform or Skype-enhanced application
• To provide an SDK that supports ALL the functionality of the current Skype clients, including video and SILK.
• To promote the incorporation of SILK into end point devices, making possible high quality audio calling such as experienced with the recent release of Skype for iPhone 2.0.
• Make the adoption of Skype into a device or application as friendly and readily adaptable as possible while providing appropriate levels of security and scalability
• To provide developers with a robust, scalable and proven channel for readily marketing their devices and applications worldwide.

In our discussion Christensen pointed out that Skype had not only reviewed developer requests for a revitalized and enhanced SDK but also incorporated the need to support all Skype functionality as well as maintaining the level of security and scalability required to meet the demand levels of Skype’s user base.

Christensen emphasized that Skype will be aggressively pursuing hardware vendors to license and adopt SILK as a standard feature of their offerings and to effect interoperability for Skype. IP-phones such as those offered by Linksys, Aastra, Polycom, snom and Grandstream would certainly be good candidates; their adoption of SILK would contribute significantly to Skype’s efforts to make SILK a standard. But it also means we could see the incorporation of SILK into, for example, the Skype for TV offerings available for certain models of Panasonic, LG and Samsung TV sets.

On another topic, Christensen emphasized Skype’s intention to facilitate marketing of the resulting offerings through both Skype’s “plugged into Skype” designation and the option to have them carried on the Skype Store. While any vendor can develop and market an offering on their own, it only receives the “plugged into Skype” designation required to be offered on the Skype Store  by meeting two conditions:

• it was developed using SkypeKit
• it meets Skype Certification standards when it comes to establishing a baseline for audio and video quality

Finally he pointed out that Skype launched this new SDK platform effort with this approach because “having an SDK for devices and desktop applications are a natural place for us to start extending Skype capabilities today”. As for supporting web developers, Skype only said, “We know there is demand among web developers, but we have nothing to announce at this time.”

To give a sense of developers intending to use SkypeKit, FREETALK (with their Webcam for Samsung TV), Panasonic, Litl with their Webbook and Grandstream are participating in the Skype booth at the CEA Line Show this week.

Bottom line: There’s quite a collection of legacy Skype hardware collected around my office over the past four years; most of it is no longer available due to  lack of ongoing support by previous Skype management, technology changes and vendor disappearance (who recalls US Robotics, for instance?). Frankly, if we look at Skype Certified hardware available on the Skype Store today, we only see offerings from FREETALK, Logitech, FaceVsion, RTX and some speakerphone vendors, such as Yamaha and ClearOne.

SkypeKit represents Skype’s first step in rebooting and revitalizing its hardware device support; it certainly fits in with Skype’s “Skype Everywhere” strategy. Last week at CommunicAsia, Skype CEO Josh Silverman was talking about his vision of “fixed-mobile convergence” for Skype where a user can transparently move from device to device and seamlessly continue a conversation without the need to even log on from one device to the next. But the final proof is in the execution:

• Has Skype made the business and ongoing support case for developers to employ SkypeKit and deploy offerings?
• Will SILK become an industry standard for audio quality? and will IP-phone vendors realize the value of SILK?

As for other Questions and Answers, check out that section at the end of Jonathan’s post today.

Full disclosure: In Store Solutions, producer of the FREETALK line of Skype hardware, has become a client of Denali InterConneXions, publisher of Voice On The Web, building on the author’s previous business development experience with establishing partnerships that can assist with the promotion of a primary vendor’s offerings. A more complete statement will follow shortly.

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At last month’s CES I had the opportunity to meet with Skype CEO Josh Silverman and discuss various Skype issues that have arisen over the past year as well as where Skype is headed as a privately owned company. At the time I thought this would result in a normal text-based blog post outlining some of our discussion.

However, when I arrived for the interview I realized it would also be a good occasion to try out the HD video recording feature of a relatively new Canon SD980 camera. Over the past week I have been using a new MacBook’s iMovie and found I could edit it down to a fairly succinct outcome, having eliminated much of my own nervous glitches, personal comments and humming and hawing. Most importantly, Josh makes a much better presenter of Skype’s case than I could ever hope to do in reporting on the interview. The result follows.

In this first portion we talk about

• Skype operating as an independent, private company and the role the new board members can play,
• the Canada Pension Plan Investment Board’s participation as an investor (full disclosure – about 17 million employed or formerly employed Canadians have an interest in CPPIB investments),
• what performance numbers can we expect to see going forward
• the prospects for an IPO
• what’s on the CEO’s radar as priorities for Skype
• what’s going to be available for developer partners

(My apologies to fellow Canadians for not asking about Skype Online numbers in Canada but, given there are regulatory issues involved, I’d probably get the standard “we’d love to do it but…” response. For mention of a Skype service that is being expanded into Canada, see the second portion of the interview with Skype for Mobile VP & GM Russ Shaw.)

In the second portion of the conversation we covered issues such as

• the growth of the Skype developer team
• Skype’s evolving mobile presence, including Skype for BlackBerry and video calling on mobile devices
• the launch of a formal Skype for Business program
• Skype’s video calling as a new pop culture
• Skype and the broadcast television market

Complementary to the “pop culture” discussion here, at Josh’s keynote presentation to the CES Innovation Leaders dinner, he spoke about how Skype video calling has brought to consumers the most effective realization of AT&T’s 1964 World’s Fair video calling vision where they introduced a very primitive video calling setup.

Bottom line: what can we expect to see from Skype in 2010?

• a revitalized developer program built around a more comprehensive platform from which developers can, amongst other features, embed Skype into their applications
• Skype access on many more mobile platforms as well as taking advantage of wireless carriers’ recognition of Skype as a mainstream telecommunications environment
• expansion of video calling services, including a strong role in the introduction of Internet services as a feature on a new generation of television sets;
• launch of a formal comprehensive Skype for Business program targeted at small-to-medium businesses
• many more Skype video interviews on broadcast media – for example, Skype video (and voice) calling has been used quite extensively by several networks to facilitate communications with Haiti following the earthquake

This is the third of three Skype executive interviews that took place at CES 2010; the others:

• Skype for Mobile: An Interview with Skype’s Russ Shaw
• Skype for Business: An Interview with Skype’s Matt Jordan

Other relevant posts:

• FREETALK Connect: Liberating Small Business from the Telco Oligopoly
• FREETALK’s New Webcam Product Line: Delivering 720p HD to Skype Video Calling
• Skype Video Calling on Your TV? Maybe, Maybe Not: It’s Your Call

Full disclosure: In Store Solutions, producer of the FREETALK line of hardware for Skype, has become a client of Denali InterConneXions, publisher of Voice On The Web, building on the author’s previous business development experience with establishing partnerships that can assist with the promotion of a primary vendor’s offerings. A more complete statement will follow shortly.

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Building on Skype’s recent announcements of its evolving Skype for Business activities, Chief Strategy Office Christopher Dean gave a keynote address yesterday at a joint VON/Channel Partners Conference session. Three posts have followed up on the session:

Khali Henderson, in Skype Not Just Telecom’s “Bad Boy”, CSO Says, reports Christopher’s overview of their approach to business markets:

“Skype is no longer just sort of the ‘bad boy,’ disruptive influence in the telecommunications market,” he said. “What we offer is strong opportunities to leverage these trends for operators and their customers.”

The company, he said, is actively seeking partnerships with service providers – wireless and wireline operators and MSOs – as well as OEMs and ISVs and applications developers, to be part of what he calls an “emerging ecosystem.” Skype’s role is to be an overlay of services – audio conferencing, video, desktop sharing, presence, IM, file sharing and more – that drive demand.

Khali reports that Christopher went on to discuss the success of Skype’s partnership with the Hutchison 3 Group and the services offered involving 3’s Skypephone as an example of how Skype has helped a partner successfully build their business.

Alec Saunders reports on the session in Skype counters critics, embraces ecosystem:

…. Skype CSO Chris Dean began his remarks at VON by saying that there is an ongoing sea change in the telecom market, and it’s only accelerating.  The macro trends are around wireless, wireline, emerging applications and service models, the economy and the regulatory environment.  And he warned that there are immense risks to operators that don’t adapt.

Jon Arnold, in VON – Final Day/Skype Keynote – Seeking Channel Partners, reports:

Most of us know this [the business market] is a top priority for Skype, and the most newsworthy item from the keynote was their new focus on channels, which of course ties in nicely with both events here – VON and Channel Partners. The main idea here is that Skype will be launching a service provider VAR program later this year. Christopher provided a URL about the program for reference, but as you’ll see, there’s not much there yet.

So, in the course of a few minutes, the audience heard about how Skype is looking to cross the chasm and partner with service providers. That creates all kinds of interesting scenarios, and Christopher pointed out how this is part of their bigger vision to be more open and partner-friendly in the post-eBay world. On that note, he didn’t have much to say about the Extras program other than they understand how important it is, and are overhauling it now. So, it’s not quite dead yet….

Getting out a message differentiating the Extras program as a partner marketing program, which is coming to an end, from the evolution of any forthcoming Skype developer program has been difficult challenge for Skype. I suspect Christopher was really referring to Skype understanding how important a well-articulated and effective Skype developer partner program is. Reference to the Skype Service Partner Program was made in yesterday’s post: Skype for SIP: Getting Legitimization, Endorsement and Traction.

Bottom line: Christopher’s keynote is one more sign that Skype is getting serious about its approach to the business market, building on the recent launch of Skype for Asterisk and Skype for SIP. A significant challenge will be, once Skype is embedded within business communications infrastructure as a voice calling option, to evolve such that this infrastructure can then take advantage of its presence, chat and video infrastructure.

But perhaps more important: For over six years consumers and many businesses have experienced Skype as a lowl cost or free voice, chat and, more recently, video conversation service – with minimal support from Skype itself. Skype is finally gaining acceptance, certainly now at the communications vendor level, as a viable and reliable alternative to legacy PSTN services. And Skype finally appears to be building the resources and programs required to properly support business communications operations.

This trend recalls the early days, 25 years ago, of the PC itself when adoption of the PC as an enterprise resource only came about because employees were bringing PC’s into their offices on an individual basis and demonstrating the resulting productivity and cost effectiveness to their management. Been there; done that!

Skype VON 2009 Keynote Presentation – Christopher S Dean

View more documents from SkypeConversations.

Thanks to Jon Arnold for providing the pictures, with permission.

Saunderslog.com:  Virgo’s first VON a solid outing

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The recent announcement of Skype’s decision to drop its Skype Extras (marketing) program initially caused much anguish across the blogosphere; however, more sober commentary has been appearing in the past few days. To recall the announcement:

1. Immediately: No new partner programs or upgrades will be placed into the Skype Extras
2. Going forward: Skype Extras will remain available via the Skype for Windows client until their certification expires (which may be up to a year).

Alec Saunders whose developer program experience crosses many platforms, in What Next, Skype?, reviews the “swift and brutal” reaction around the blogosphere, puts a perspective on the characteristics of good ecosystem programs and then measures up where Skype stands today. He concludes with:

17 points out of a possible 30. Even so, the only real killer flaw in the Skype developer program is co-marketing.  Since Skype owns the customer, they are the only cost effective channel by which a developer reaches the customer.

Without addressing these flaws, especially the co-marketing issue, Skype’s developer ecosystem will die.  It may take time, but developers will leave and go elsewhere.

Skype knows all of this, however.  The smart money is on Skype developing a new program, and judging by the recent spate of announcements around Skype in business, and the beefed up Skype for Business team, it certainly looks as if they’re going that way. It’s no coincidence that that’s where the money is too. [Author’s italics]

In No Skype Extras Anymore, Scendix CTO Christoph Buenger, a veteran at developing applications for both the Skype and eBay ecosystems, outlines in a PamNews blog post  why their products are not impacted by the shutdown of Skype Extras:

So how does this affect Scendix/PamConsult products? The simple answer is: not very much.

He goes on to review how Pamela only uses the Skype API’s; how the new upgrade of PamFax to Version 2.0 made the product totally independent of the Skype Extras system (they were the only developer who had incorporated Skype Credits into a product but they also use other payment services) and their “standalone” version of Pamela Call Recorder. He concludes with:

We believe that some changes are always a good chance to make something much better than it was before. For us, this means finding more ways to market our software and the opportunity to change the pay-as-you-go payment process in PamFax will be a great step forward in making our products even better.

So: R.I.P. Skype Extras System. Let’s find something better out there!

In Skype Says Next Generation Platform Will Embrace Developers Michael Arrington reports on a couple of weekend conversations with Jonathan Christensen:

Christensen says that the Extras announcement is not about Skype backing away from a robust developer platform. Rather, he says, Skype is focusing on a next generation platform that will hopefully address the deficiencies of the old program and open many more opportunities for developers to build on Skype services.

They went on to discuss third party applications that can make Skype calls directly and future web applications “leveraging Skype as a service”. But there are two reasons Skype has to continue to run on a client today:

• Maintaining high quality calls via their current audio/video encoding
• Skype’s p2p architecture which not only impacts latency issues but is also the major cost factor allowing free Skype-to-Skype conversations.

Read the post to see why Michael feels we’’ll first see desktop applications integrate Skype as a service first and how “the real win is when you can initiate Skype voice and video calls via web applications”. He concludes with:

Anyway, we’re looking a ways into the future with all of this. But one thing seems clear – Skype, which is happily soon to be under new management, will someday open its doors widely to developers.

Bottom line: Support for Skype developer activities is not dead; it’s evolving. No software partner’s business has been significantly impacted by the closure of the Skype Extras [marketing] program. Lots of suggestions about how Skype developer support should be executed going forward but it’s probably going to be an evolution rather than a “revolution”.

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On Friday the Skype Developer Blog posted a blog announcing the end of the Skype Extras program in what amounts to two stages:

1. Immediately: No new partner programs or upgrades will be placed into the Skype Extras
2. Going forward: Skype Extras will remain available via the Skype for Windows client until their certification expires (which may be up to a year).

Effectively, Skype has admitted that the Skype Extras program has not been a great success as a marketing tool. “Despite the incredible breadth of Extras developed for Skype, simply not enough people were using them to justify our continued support of the Extras programme.”

However, as indicated by a Skype Software Partner’s tweet above, Skype’s developer support will be continuing. Why?

In the same announcement, it was stated that the Skype Public API’s and their documentation remain available; more importantly, it was stated that “Skype will continue to support accessories via the Public API.”

But the uniformed media fallout has been attempting to put “doom and gloom” for Skype developer activities going forward. However, had Skype personnel worked with their PR agency who has been very adept at educating both mainstream media and bloggers with the background on Skype announcements, this “doom and gloom” cloud could have been avoided. (No press release was issued; so we have to assume Skype’s PR agency was not consulted.) Some of this “missing” information is in my recent post: “Skype Extras” Is Dead; Long Live the Skype API’s!.

Here are some of the myths that have resulted along with some of the facts that dispel them:

Myth: GigaOm: Skype kills its developer ecosystem: While it is true that “if you put your lot with Skype then you are on your own” for the marketing aspect of a software partner’s offering, the Skype API’s are not going away. And Skype is finally reviewing how it can work best with developers. Some considerations:

• Last fall, Skype announced the appointment of Daniel Berg as Chief Technology Officer. In the spring they announced the appointment of former Counterpath CTO Jason Fischl as Director of Developer Relations heading up the Skype Developer Program. Maybe their silence to date says something about their evaluation of the previous Skype developer activity and their need to take time to articulate an overall Skype platform within which the Skype SDK and Skype API’s will be playing a role. Most importantly, my network’s jungle drums say they are still very active within Skype.
• Check out this job opening for a Platform Release Manager that starts out with “You will be responsible for planning and releasing each new version of the Skype SDK used as part of the upcoming Platform strategy.”
• The Skype post itself ended with: “we still believe there are opportunities for third-party developers to enhance the Skype experience”.

As implied in the OnState tweet above, and confirmed by my own conversations with other Skype partners, we should be looking forward to new enhancements to the Skype Developer Program and the Skype SDK. But maybe Skype should have filled in media and bloggers with this information via their PR network instead of bluntly announcing the end of a support program with no offsetting information.

Myth: Skype is eating its software partners. Andy Abramson, VoIP Watch, Skype Shutting Down Extras Program: “Skype will begin offering more services that are labelled as Skype vs from third parties”. What this really should read  is:

Skype will begin offering more services expanding on its core “conversation” technology expertise and will be looking to third parties to complement their core services by incorporating Skype into offerings that leverage the individual partners’ unique expertise.

For instance:

• Skype for Asterisk (developed by Skype partner Digium) and Skype for SIP will be integrating Skype’s calling and presence functionality into “legacy” platforms as they evolve the Skype for Business program. Expect to hear more at Christopher Dean’s talk at Fall VON next week in Miami.
• As initially indentified by Phil, the Skype Jobs listings include some for a new “Skype Labs” location:
  

  Skype Labs is a new R&D center located in the Bay Area focused on next generation technologies for Skype which will be applicable over the next one to five years. The initial areas of work will include security, signaling and call control for audio, video and presence, p2p and collaboration.

• However, OnState brings decades of call center experience into their Call Center – an application for which Skype has neither the experience nor bandwidth to develop. (Full disclosure: the author is involved with a new small business that will be using OnState’s Call Center as a paying customer.)
• PamFax brings a simple five or six step process for sending faxes worldwide from any PC. Having followed the development of this service over the past two years, they have built a system that solves the basic faxing problem in a user friendly, yet highly secure, manner. Once again Skype has neither the expertise nor bandwidth to address this issue. (And Scendix, PamFax’s developer who was the only third party using Skype Credits to any extent, has already made plans for other payment services when they launched version 2.0 last spring).
• Looking at Skype Jobs, one finds the engineering jobs are focused on evolving Skype’s core functionality: video codecs, video QA engineer, audio components, director of mobile engineering, etc.
• The Product Manager – Applications job description includes responsibility for:
  • Extras like call recording and faxing. (Is Skype going to make an offer for veteran Skype software partner Scendix?)
  • Partner integrations with CRM, Security, Collaboration and similar applications (insert Call Center here).

Bottom line:

• Recent Skype successes include their High Quality Video (nobody has duplicated their ability to do VGA-standard video calling over standard broadband connections) and the SILK codec for higher quality Skype-to-Skype voice calling.
• Expect a multi-party video conferencing service, improved audio and video services and hardware (for instance, finding partners such as client In Store Solutions whose FREETALK Everyman headset addresses an identified end user issue with respect to call quality in a user-friendly way).
• Skype will continue to seek out partners, such as Scendix (Pamela and PamFax), Digium, Skylook (CRM), OnState and InnerPass (document management), who incorporate Skype into a range of business services where the partner has significant expertise that can complement Skype’s core conversation technologies via their API’s (both existing and future).
• Skype’s current Partners are seeing business success:
  • Unyte and VAPPS have been acquired by IBM’s Lotus Sametime Division and Citrix Online respectively
  • OnState is finding its Call Center offering stealthing into larger enterprises due to not only its feature set but also its cost saving
  • PamFax 2.0 has been a most successful launch; Pamela 4.6 was recently launched with video recording.
  • InnerPass has had over 1 million version 1.0 downloads since January. Watch this space for future announcements.
• Statements to the effect that “Skype is abandoning/axing its developer partners” are a myth; once more it’s a case of Skype’s managing their communications onto the blogger space. Memo to Skype: Work with your PR agency (who has done an excellent job over the past two years) and the complete message can get out.

Question: What should Skype really be doing for developer support programs going forward? A recent TechCrunch post by Michael Arrington, some of Andy’s other comments and some comments in Skype Journal’s Skype 5.x Public Chat (Phil’s rushing it – this was the Skype 4.x Public Chat until a week ago) provide some hints. A post will follow.

P.S. – Do you have communications technology and/or marketing experience? It seems like Skype is doing its part to stimulate the economy. Check out the Skype Job Vacancies page where, today, over 60 job openings are listed (some listings are actually for multiple hires).

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A Skype Developer blog post today, The future of Skype Extras, has created confusion and havoc amongst the blogging community that follows Skype (see, for example, the Zemanta links below). Having followed the Skype Developer Program over the past three years (and currently being a commercial user of some of the developers’ offerings) let me put this in some perspective:

1. Over the past four years Skype has developed a set of API’s that allow third party developers to create their own offerings that make use of, or incorporate as a conversation tool, Skype.
2. One of the first utilities was Pamela, which provides call recording (now audio and video), call archiving, call management and other features that enhance the Skype user experience. Others that came along include Skylook, OnState Call Center, HiDef Conferencing and Evoca.
3. Late in 2006 Skype developed a marketing engine for these partner offerings and called the resulting marketing program “Skype Extras”. It was an attempt at an App Store that became part of the standard Skype for Windows client download. In the Skype for Windows 4.1, a user can go to “Tools | Skype Extras” and see a menu of these software partners’ programs.
4. The Skype Extras backend, called Skype Publishing Studio, included an engine where developers could establish licensing terms (including allowing trials and periodic subscription renewals) and incorporate a transaction engine for payments via Skype Credits. Only one partner ever used the transaction engine: Scendix, for their PamFax offering. In fact, it was their use of all the features of the Skype Extras engine that contributed to their award as the winner of Skype’s Mashup competition held in the summer of 2007.
5. In the fall of 2007, Niklas Zenstromm resigned as CEO of Skype and the Skype Extras program effectively languished. A long promised road map never materialized. During the interregnum I put my thoughts down in A Primer for Skype’s Direction – Skype’s Extras Gallery and Developer Partner Program.
6. Two popular Skype Software Partners, Unyte and VAPPS (HiDef Conferencing) have been acquired by IBM Lotus Sametime Division and Citrix respectively.
7. Software Partners, such as Scendix (Pamela, PamFax), OnState (Call Center and Virtual PBX), Skylook, InnerPass and Evoca have continued to develop and mature their offerings. However, there was one noticeable trend – they also reduced their dependence on Skype, either by adding other voice and IM services to into their offerings or, in the case of PamFax 2.0, adding new payment mechanisms such as PayPal, Moneybookers and WorldPay.
8. Most of these vendors have effectively found other ways to promote their offerings through other channels. Certainly OnState and Scendix are seeing record levels of activity and revenues.

So to clarify today’s announcement:

• Skype Extras as a marketing program is coming to an end over the next year. No new software or upgrades will be certified for, or included in, the Skype Extras offering.
• Current Skype Extras will continue to be available via the Skype for Windows client “until they expire” (expiration may take up to a year). And those software programs that include a “check for update” feature will be able to provide a path to their latest offering.
• Skype will continue to support their software partners via the Public API’s; documentation will be maintained. (Developers had often lauded Skype’s level of support in this regard.) In other words, developers can count on having the technology resources required to continue development and support of their offerings.
• The Skype Shop will continue to feature currently listed Skype Extras.
• In an email to developers Skype also mentioned that they’ll have three months (until December 11) to continue using Skype Credits. As noted above, Scendix, whose PamFax was the only program using Skype Credits, has already built in alternative payment mechanisms.

In summary it’s approaching the end of a marketing program, but definitely not developer support. As an app store, the Skype Extras program was not exactly a success story; however, the underlying API’s and support for them are not going away. The smart developer partners have evolved their offerings in a way that certainly reduces or eliminates their dependence on the Skype Extras marketing program while experiencing new levels of market success.

Speaking this afternoon with InnerPass CEO Steve Parsloe, whose Skype-enabled document sharing program has certainly become successful via its marketing on Skype Extras, he stated, “I’m confident that Skype is looking at new marketing solutions that will continue to benefit not only its developer partners but also its end users, especially the business users.”

It does leave questions about where Skype is going in terms of supporting their partners’ through some form of a new or revamped Software Developer Program. Skype is taking significant steps to approach the Skype for Business market. In a post later this weekend, I’ll point to some signals as to what could be coming in the future.

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