Skype just announced its partnership with European directories one of Europe’s largest yellow pages companies to enable its listings with a Skype powered click to call button. This kind of functionality has been available for a while with the browser plugin available for skype that turns any phone number on a web page to a button that launches a call in skype like below.
So whats new? The new Skype functionality allows directories to put a link which they or the business pay for instead of the consumer. This is a nice additional business model. This could get even more interesting if and when Skype starts advertising category related either in the call or within the skype software ie you click on a plumber in your area to call them and the skype software also suggests - sponsored listings that the plumber pay a premium for receiving the phone calls.
I also look forward to seeing what kind of reporting metrics the directory can pull in to show the business how many leads they generated for them and whether they have a solution that doesnt involve the customer needing the skype software ie just enter their own phone number and be called.
Exciting times in the voice / web world, especially in local.
