Skype SWOT Analysis, USP & Competitors

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SWOT Analysis of Skype with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company





Text, voice and video calls service provider application

Tagline/ Slogan

The whole world can talk for free


High quality Voice over Internet Protocol (VoIP) service



Customers who need Voice over Internet Protocol (VoIP) application (Relatively younger segment)

Target Group

All Smartphone Users


Skype keeps the world talking. Call, message and share whatever you want for free

SWOT Analysis


1. Skype’s text, voice and video make it simple to share experiences with the people

2. Clear and high quality calling services

3. High awareness – Top of the mind product

4. Present almost everywhere with almost 40 language support

5. Can leverage the strengths of its parent company – Deep pockets

6. Large customer base – More than 600 Million users

7. Market leader in Voice over Internet Protocol service (VoIP)

8. High revenue and strong backing of parent company


1. Intense competition means limited market share growth

2. Many similar apps gives people more choices & limited brand loyalty


1. Rapid technological development

2. Service expansion – Opportunity to expand to new services

3. Increasing internet penetration and number of smartphone users


1. Voice Over Internet Protocol is restricted in some countries

2. Intense Competition

3. Quality – Bandwidth is not same in all the countries

4. Product substitution



1. Viber

2. Tango

3. Line

4. Talk free

5. Whatsapp

The table above concludes the Skype SWOT analysis along with its marketing and brand parameters.


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