Describe the environment in which Skype competes based on the three characteristics of high-tech markets (Chapter 1).
High technology market is filled with both promise and peril (Mohr, Sengupta, & Slater, 2010, p.4). There are three main characteristics of the high-tech environment, namely (1) market uncertainty, (2) technological uncertainty, and (3) competitive volatility (Mohr, Sengupta, & Slater, 2010, p.11) Analyzing the Skype case, it is clear that company’s greatest uncertainty is competitive volatility, as there emerged a wide range of companies that provide VoIP call services. The other threat the company faced is market uncertainty, as it was reported that only about 20% of the registered customers use their accoutns actively. Thus, charging new fees may not ...