Does Yahoo Know What it is?
Following the sacking of Carol Bartz (CEO of Yahoo), whether by phone, text or email (it is fairly irrelevant how she was sacked), you have to ask “what is Yahoo these days?” Having been the number one website in the early days of the internet, over the past five years it has been in a seeming downward spiral that shows no sign of abating.
It is all well and good speculating who may be the new CEO, but more fundamental than appointing a new exec, Yahoo has to redefine what the brand is all about. I bet it wishes that it had signed up with Microsoft when it was offering to buy the company out for $44 billion back in 2008. That equated to $31 per share, and Yahoo is now trading at $13 per share!
How quickly are the mighty toppled in this internet age. Ten years ago Yahoo was king of the roost. To achieve any online sales you needed to be in its web directory, use its very good online advertising (the interface was light years ahead of Google Adwords at the time) and had to rank in its search results.
Now, Yahoo accounts for about 9% of web searches and indeed has sold out to Microsoft, with Bing now powering its web search. The directory is now irrelevant to most users, the free email service - which let’s be honest powered most people’s early emails - has been overtaken by Hotmail and Gmail and the company seems to have been shunted into the sidings and become irrelevant to most users’ web experience.
So, where now?
Is there any way back.? Our internet world is fast moving, fickle and over-valued, except in the eyes of the people that work there and indeed in the wider business community. So when that illusion of value is popped; when reality has intruded into this gilded landscape, what is left behind of any value?Continued on the next page