- Enterprise Tech
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Microsoft bought Skype in May 2011 for $8.5 billion and had been extending their communications offerings ever since, with Lync becoming the go to enterprise communications solution.
They engaged Moving Brands to define a strategy to bring consumer and enterprise communications with a single product offering.
We undertook research to understand Microsoft’s ambition and their customer needs across multiple audience segments to identify opportunities for the product, positioning and brand.
Defining the Microsoft communications product portfolio, the role of the Skype master brand and its broad portfolio of communication apps.
Naming the Lync product Skype for Business and creating a visual identity that would connect it to Skype and Microsoft, whilst facing into a new enterprise audience.
We launched Skype for Business with internal teams, guiding sales and marketing teams, external agency partners and Microsoft sales partners, and to the world through a global advertising campaign.