Instant video messaging has become an important mobile communication platform. Just look at Instagram.
Now Microsoft is aiming to get in on the act with the release of Skype Qik.
It's an app that lets you send a video message to someone in your contacts list who also has the app installed and registered on their smartphone.
To cover all bases, Skype - owned by Microsoft - has produced apps for Windows Phone 8.1, Android and Apple's iOS.
You can also create chat groups to share video messages, which automatically upload as soon as you hit the "stop record" button.
If you don't like the message - after you've shared it - you can delete it. In fact, all messages will be automatically deleted after two weeks.
It's a simple app and it benefits from its simplicity.
But will it beat Instagram and WhatsApp at their own very popular games?
Time will tell.
Skype Qik is a free download from the Windows Phone Store.
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