AOL, for example, drew users away from DSL with its broadband services, simply because it was easier to add broadband to one's existing AOL account than to go through a new service. Thus, through using Shaw rather than Skype, a user could consolidate his or her computer services. So, Shaw could thus make use of its current marketing position as a more tried and true organization in contrast to the upstart Skype. Shaw could thus create a new, combined product service of VOIP and other Internet services to compete with Skype, although it might have to consider offering this service free for a time to lure customers in, as a promotional device. Shaw could even make more efficient use of placing than Skype by specifically emphasizing its Canadian/North America location, to corner that area of the VOIP market, stressing the greater and more personalized services it could offer North American and Canadian users, as...

For instance, on its website Skype has explicit instructions how to use its services effectively. Users can easily gain information about the VOIP. At present, on its site Shaw has so many communications services, its specifically Internet-oriented services often gets lost, as does some of its most innovative promotions, such as its contests. If it is to introduce a new service, like VOIP, to avoid further confusion, it must create a cleaner and more stratified website to efficiently promote the new product.
Works Cited

Shaw Communications. (2005) Official website. Retrieved 31 Jan 2005 at www.shaw.ca

Skype. (2005) Official website. Retrieved 31 Jan 2005 at www.skype.com