Skype Office, Stockholm, Sweden

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."
• eBay sells 70%
Building on the revitalization which had begun in 2008, eBay announced, in April 2009, plans to spin off Skype through an initial public offering in 2010. In August, Joltid filed a motion with the U.S. Securities and Exchange Commission, seeking to terminate a licensing agreement with eBay which allows eBay (and therefore Skype) to use the peer-to-peer communications technology on which Skype is based. If successful, this may have caused a shutdown of Skype in its current form, and made an IPO challenging to execute. In September, eBay announced the sale of 65 per cent of Skype to a consortium of Index Ventures and Silver Lake Partners. Early in September, Skype shut down the Extras developer program. In November Skype settled the Joltid litigation and acquired all Skype technology in exchange for equity in the company and eBay completed the sale of 70% of Skype to a consortium comprising Silver Lake Partners, Joltid, CPPIB, and Andreessen Horowitz for approximately $2 billion, valuing the entire business at US$2.75 billion.