Yahoo’s strategy: Rebuild search, take share, win iOS from Google

“There’s a lot of money and mindshare to be had by taking the default search position on mobile devices, especially Apple’s,” Lee Hutchinson reports for Ars Technica.

“Google allegedly pulls in much more revenue from search on iOS than it does on Android, and Mayer’s Yahoo appears to regard a return to prominence in search as a key to the company’s long-term success,” Hutchinson reports. “There’s a lot more going on behind the scenes, though. Yahoo currently relies on Microsoft’s Bing for search results as part of a long-term partnership deal with Microsoft; the company has no actual search product of its own.”

Yahoo CEO Marissa Mayer (photo by Brigitte Lacombe)
Yahoo CEO Marissa Mayer (photo by Brigitte Lacombe)

“Danny Sullivan of Search Engine Land correctly points out that it’s been a long time since Yahoo provided its own search results, and the company would need to start from scratch with infrastructure, personnel, and an algorithm in order to actually do search again,” Hutchinson reports. “Just reserving Bing results wouldn’t work—if Apple wanted Bing search results on iOS, it would be better off skipping the middle man and going to Microsoft directly.”

Read more in the full article here.

15 Comments

    1. This author assumes that Yahoo! hasnt had something working in the background since their deal with MSFT.

      In any case, now that Yahoo! is back on course… it’s time to get back to where they started.

  1. lol….I seen this heading on another website and was going to post they need to fix there darn email first! Then the next day its changed. Not sure yet if for the better just yet! Most of my problems went away when I switched back to classic.

    I’m sorry to say, but at this time I still like Google search better than any others! I tried to switch to Bing and lasted a month or so and ended up going back to Google.

    1. From 2004 to 2009 they had their own search engine. It came from the acquisition of Inktomi, which was one (of several) that they had been previously using.

  2. Note to Ms Mayer:

    Please change the name of “Yahoo” and rebrand it with something that sounds intelligent. I am not a yahoo nor will I ever be one. I don’t use your products mainly because of the ridiculous name. (Also, please don’t call it anything like “Bing”.)

    1. The brand name “Yahoo” is worth a lot of money, name recognition, etc. Re-naming/re-branding it to something of your approval would be corporate suicide. The name is very distinctive and recognizable, much as “Google” (which is actually an unintentional mis-spelling of googol)..

      And the fact that you don’t use a product simply because you don’t like the name is proof that they shouldn’t be listening to you. Not trying to be nasty, but you obviously don’t know anything about brand value or marketing.

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