Emily Tan
Jan 10, 2013

Microsoft retires Windows Live Messenger in favour of Skype

GLOBAL - Microsoft is retiring its 13-year old messaging service Windows Live Messenger in favour of Skype, except in Mainland China where Windows Live will continue to be available.

Microsoft retires Windows Live Messenger in favour of Skype

Starting March 15, Messenger users will no longer be able to sign in on desktop clients and will have to upgrade to Skype. Between now and then Messenger users will be able to sign into Skype using a Microsoft account. 

This move ties into Microsoft's decision to retire the Windows Live brand with the launch of Windows 8. 

Advertisers on Messenger are "being encouraged to explore" advertising opportunities on Skype, where they will potentially reach 47.3 million users, compared with Messenger's user base of 5.3 million

Depending on user overlap between the two platforms, the Skype user base should increase to a degree following the migration. 

Microsoft acquired Skype in October 2011 for US$8.5 billion. 

Ad formats available on Skype include conversation ads, homepage takeover ads and mobile ads. 

"The consumer experience was top of mind when we made the decision to retire Windows Live Messenger and encourage customers to move to Skype," said a Microsoft spokesperson. "From an advertising perspective, the move gives Skype an even broader global reach and marketers access to premium branded experiences on Skype."

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Generation Greytt: The trillion-dollar market that ...

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

1 day ago

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

1 day ago

Hong Kong's unique spirit: A 'Never Normal' love ...

Forget dim sums and skyscrapers, over 40 brands and influencers from Hong Kong join forces to embrace the city's chaotic charm, eclectic character, and resilient spirit in an unconventional campaign.