"New York Times" today, the author analyzes the problems of the dismissal of the CEO of Yahoo, Yahoo's former Internet giant, Google, and pointed out that the new generation to compete with other companies mistakes on Facebook, todayplight has been analyzed. The following is the text of the article.
Yahoo is no longer an old landscape
Yahoo is at its peak, but the most popular Internet portals. But we've been fighting in social networks and mobile devices, Yahoo is left behind.
Yahoo's board on Tuesday (Carol A. baht) When Carol Bartz, CEO of the fire in a hurry, this is all that is hidden is more difficult. Carroll focuses on the business report and the original online media at Yahoo, to develop social networking tools new then, video services, mobile applications are not paying enough attention, users of these services tend to use. It is Yahoo's management is not just the tragedy of the war, from content to mobile phones and networks of professional or public sites, the new digital world seems to dominate when the conversion fails brilliant. In this new digital world is the original source of user information.
Another pioneer in the Internet, AOL, Yahoo, and is also facing the same problem.People from both major turning point, but I have read the paper online, mobile phone users and advertisers fought, failed to timely follow-up and social networks.Both at the same time, become media companies rather than the new generation of companies like Facebook and Google, through the creation of content to meet the demand for information and entertainment, you can create mobile services and social services, opportunities To get some, as well as users and more advertisers are attracting.
"Yahoo for a few years ago too persistent to a larger area." Bosi 尔范 Cork Forrester summer, the company's digital marketing analysts (Shah VanBoskirk) it."Visit the Web site, Yahoo users now want users to be able to navigate to content that was created in collaboration with the mobile device user experience more consistent, it is." Charles, the people Yahoo and AOL said to change the way you use the Internet, "but unlike other competitors, ran into obstacles to innovation." sites such as Yahoo home page of such e-mail financial services and entertainment site, was a lot of monthly unique visitors billion / 1.776. According to comScore, is second only to Google, Facebook is higher than the figure stated.However, the benefits of Yahoo's traffic was destroyed by his opponent, the rapidly growing popularity of Facebook and Google. And half the people on Facebook, Yahoo to spend time.
Chase is so smart that they, as users of social networking and video sites, more profitable prey is what is called, can lead advertisers and business methods. One important area of this page for photos and video display advertising, Yahoo will have to maintain the lead, Google and Facebook, are exhausted gradually catch up to Yahoo. Very important reason is that it can provide more personalized information to users and advertisers that Google Facebook.
According to digital marketing research firm, eMarketer Inc. is Yahoo's share of shrinking ad pages said that the three consecutive years. Last year, 14.4% share of ad pages, Google and Facebook is 12.2%, 8.6%. EMarketer expects this year and predicts that the market share of 17.7% of Facebook to 13.6 percent of Yahoo. That nearly 12.3% market share of 12.5% per Google's and Yahoo next year, Facebook's market share reached 19.4%.
Industry View
"Yahoo is still having a major trend." Analyst eMarketer, David Holman, chief (David Hallerman is) said. "However, multi-pronged approach that more and more advertisers." He said, advertisers will be users of the Facebook user's friends and attract the Google search requests.
Haruyafu and its users, the popularity of publications such as the following 1960 is over, "and found that" life is compared to. Advertisers such as the former focusing on celebrity news and golf magazine at the start of a sustained, the magazine of magazines Usually when changes to a specific audience. "Access to all parts of your idea if you want to be a gateway for all has become obsolete." He said.
Advertising executives also criticized the shortcomings of the advertising technology at Yahoo, the transfer of an officer a few months each time, the advertising agency, was appointed new officers how to use them on account of Yahoo! You must teach. "Items of the interference of too many pages on Yahoo." President of the western region, tour of Christian (Christian Jules) Groupe Razorfish digital ad agency in France all said.
In 2007, Google is an advertising company DoubleClick pages to compete with Yahoo, has been acquired. Two years later, Google is more efficient to trade ads, developed to replace the ads with DoubleClick. Positioning of the page or online advertising market purchase, Google R & D funds and optimization tools services. Google's video site YouTube, to attract advertising pages in order to use TV advertising that users will need to invest.
"You can eat and can be viewed as a market share of Google and Facebook."
Los Angeles and offices in China and Asia, managing director, vice president of digital information and Borg Julie (Julie Berger) said. "Consumer habits are changing." She said Yahoo's executives do not fully understand it.
Yahoo's efforts
However, to change the way Internet users to the Internet if they start - they are the same, read the different bits of content on websites and when a device made to create the content, AOL and Yahoo, just last As the centuries, the golden age will continue to follow up in the 1990s.
News from the huge investment in 2009 and, in the original report will include AOL, Tim Armstrong (the Tim Armstrong), has served as CEO of. That is the beginning of the year is 3.15 billion purchase price of his largest bet, "the Huffington Post," This is Dayton Alian Fenn Nahe (Arianna Huffington) has been established from news and community site. He also received a technology blog TechCrunch enough, in collaboration with local patches of journalism. Patches are more than 800 cities and towns listed on the city council has a correspondent of news of crime and civil community events.
However, like Yahoo, Armstrong will also deal with disgruntled shareholders, proposed a view of the demerger or sale. The number of the company's Internet access business, the business continued to decline in overall advertising in the corner. During the last few months, with AOL's global advertising sales report, time, and after separation of Warner in 2009, the first increase in red are not already shows an increase of 5%.
Yahoo's president Bartz, took similar measures. The owner of the blog and hired dozens of reporters, an Internet content-related acquisitions, the company has adopted a variety of topics of amateur correspondents reported. Yahoo released in 2005, the social network Yahoo 360 initially failed to catch up with other similar products.
On Thursday, Yahoo's management and staff within the conference on the future of Yahoo's entire problem again. Yahoo co-founder Jerry Yang is a difficult decision, but dismissed Bartz, said the company should be more rapid development.
"We are at a crucial time in the history of Yahoo." Yang said.Here, you may want to ask the advertiser. "Advertisers are innovative to help you understand the customer towards the best position they want to partner with like." Cork Bosi 尔范 Summer Forester (Shar VanBoskirk) it. "Yahoo's problem is as old timers, and it never even consider what to do next."
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