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Yahoo's "Openness" Strategy

  • Reuters, Wednesday, October 24, 2007 11:16 AM

Following an improved third-quarter performance, Yahoo Chief Jerry Yang made his first public appearance since reclaiming office, talking about the company's growth strategy and its plans to compete with rivals Google and Microsoft. Whereas most Web publishers are focusing on the idea of "stickiness," Yang said his goal is to turn Yahoo into a series of reference points that consumers use repeatedly. Its main services would be the My Yahoo homepage, Yahoo Mail, search, and its mobile platform. Y

Interestingly, Yang's "openness" strategy sounds more like Google's; it's also one that's being copied by Microsoft and AOL. The Web's biggies acknowledge they can no longer be a one-stop shop for consumers, who demand more interactive services like online video sharing and social networking. Instead, they aim to become services, providing consumers and advertisers with the tools they need to make use of the Web.

Does this mean the publishing business is dead for Yahoo? "We may end up continuing to be a strong publisher," Yang said. "But the way we were headed was not creating a publishing platform. Now, its publishing properties will be closer to services, like its new advertising properties.

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