Microsoft owns Skype... and GroupMe, why are they not owning messaging?

That's really something I don't understand. Skype exists on Windows Phone, Android, iOS, BlackBerry, Windows, Mac, Linux, it's on phone, mobile, tablet, Smart TV, Xbox One, PlayStation Vita, Kindle Fire, on the web via Outlook, Windows Live Messenger users were moved to Skype, GroupMe works over sms, they offer text messaging, video messaging, group messaging, this is pretty huge.
Yet whenever you see a messaging article or discussion, Skype is just barely mentioned, sort of not relevant. It's WhatsApp, Viber, Line, Facebook Messenger, Snapchat, BBM, Hangouts, iMessage (even though it's not cross platform) that steal the headlines.
This is one thing you can't blame on the WP small userbase, this is an issue with Microsoft, they are definitely doing something wrong. Most video podcasts out there have moved from Skype to Hangouts. None of my friends use Skype for messaging, they only use it when they need to make a free call abroad. They pretty much all use WhatsApp and a fair chunk use FB messenger. Why isn't Skype built in a way that you would think "OK I'm going to use that service now".

This reminds me of when Microsoft had something very special with Zune Pass but didn't seem to know what to do with it. Today in conversations it's all about Spotify, Rdio, Pandora, even the newcomer Beats Music gets more hype than Xbox Music! Where did it go wrong for streaming? And where is it going wrong for messaging now?