Skype Office, Stockholm, Sweden

As part of its efforts to diversify revenues, Skype launched in April 2008 Skype for SIP, a service aimed at business users. At that time around 35 per cent of Skype's users were business users. In targeted premium products to consumers, Skype launched new monthly premium subscriptions products in May 2010.
Marketing efforts were also re-vamped, with a particular focus on innovative partnerships with TV broadcasters to integrate Skype into their programming. The Oprah Winfrey Show began using Skype regularly to host video calls between Oprah and her viewers at home, culminating in a show dedicated exclusively to the wonders of Skype ("where the Skype are You", aired first in May 2009). Skype also became commonly used by network news stations around the world, as a cost-effective replacement for sending satellite trucks, and enabling fast response from citizen journalists. Skype was also integrated into scripted TV programming, such as Californication; and in the seventh season of the U.S. syndicated version of the British game show Who Wants To Be a Millionaire in a new Ask the Expert video chat lifeline.
These efforts led to dramatically accelerating growth of Skype's Connected Users and Paying Users in 2008 and 2009. By 2009 Skype was adding about 380,000 new users each day; and by 2010, Telegeography estimated that Skype accounted for 25 per cent of the world's international calling minutes. According to their research, the overall international calling market grew a tepid 5 to 6 per cent annually in 2010. "Skype, however, has seen a huge uptick in growth, particularly in the last two years."