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Various Internet applications have mushroomed for years in many different fields, but only a few of them have survived in the market. One of them is the Skype Internet phone service which has been available since 1995. Recently, this market has shown fast development in terms of many new value-added services offered and an impressive increase in the number of users across the world. This paper aims to investigate why certain products flourish in the midst of varied substitutes in the same field. A qualitative approach was used to explore the consumer behaviors of Skype Internet phone and to compare the schema changes of Skype users and non-Skype users in the same time periods.
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