Skype is being credited with being everywhere in this news account. What it is about is called a "market domination" strategy that is very similar to what I used over 14 years ago to help build the market wide reputation via PR and Sports Marketing for a sports licensed products company that caused the leading industry publication to name us the number three company in the space behind Nike and Budweiser.
A market domination strategy takes advantage of a few factors.
1. The lack of consumer marketing smarts on the part of the competition. If you think about it Vonage, Yahoo Messenger, AOL, MSN and Google all market to the online, more advanced user. Skype markets to anyone who has a need to talk.
2. Skype uses OPM. Much of the noise being generated is via the partners, especially fr the WiFi phones which I predict will enable Skype to have more users than Vonage using a phone, not a computer to talk to someone within Six to Nine months because the mass marketing aspects are there. The only problem I see is that "Joe and Jane Average" won't understand how to make them work as easy and hours of online hold time with support centers in India will alienate many people.
3. Skype is finally appealing to the Mac crowd, just like Gizmo Project and SightSpeed already figured out much earlier. That crowd is the alpha influencers, so get them using something and it impacts those that use PC in a much more rabid way. Market Dominators know how to use the thought leaders.
4. Skype plays the news game very well. They use the "whispering winds" of the blogosphere and get the news out around the traditional press, so the press has to cover it, but where the "authorities" have already led the way.
All this is why Skype is now being perceived as "hot."