Skype Office, Stockholm, Sweden

In advancing this strategy, Skype released many new products, substantially revamping its flagship Windows software (3.8 ->4.0), and its Macintosh and Linux software; while introducing new software products for smartphones, and consumer electronics. In 2009, Skype 4.0 was released, featuring full-screen high-quality video calling. the Linux client was updated, and an iPhone application was launched which topped the charts with over 1M downloads in its first two days. Skype also announced the launch of its software for the Android platform. Rounding out its ubiquity push, in 2010 Skype announced deep integration of Skype software into the IP-connected TVs from Panasonic, Samsung and Sony.
During this period Skype also discontinuing lesser-used services such as support for the "Skype Me" presence indicator, which meant that a user was interested in receiving Skype calls from a non-contact. Skype also discontinued its SkypeCast service without explanation and added internal monthly and daily usage caps on their SkypeOut subscriptions, which had been advertised as "unlimited". Skype also discontinued its "dragonfly" feature, a community-generated yellow-pages product, and other features which were deemed to be under-performing or a distraction to management. Many users and observers had commented on the high rate of dropped calls and the difficulty reconnecting dropped calls. Updates including versions for the Sony PSP hand-held gaming system, version 2.0 for Linux with support for video-conferencing.
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.