22 March 2005
One of the industry's pioneering firms in internet telephony has taken large steps towards increasing its market presence in the UK.
Skype, the phone company taking on BT's landline business, has confirmed it is in the advanced stages of appointing a head of marketing who will be responsible for bringing the cheap phone call service into the millions of homes of British consumers.
Skype works by providing homeowners with a free piece of software that connects users to the internet and permits global phone calls for cheap rates due to the system's avoidance of using the international rates charged by landline operators.
The company has until now relied on business in the UK sourced solely through word of mouth but the move by Skype top bring in head hunters represents the start of a very serious attempt to gain market dominance.
Reports suggest that more than 11 million customers have already downloaded the Skype software.
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