Can anyone run Yahoo?

Adding this for everyone ::

The internet is all on fire with the latest article about Yahoo and the forthcoming book. It is too juicy of a subject not to talk about it. Here I go.

In case you are wondering I have written about Yahoo before – and normally these posts always make my top 10.

Starting from the most popular on down:

Fuck you, I’m the ‘D’ on this

What the hell happened to Yahoo! Messenger

Thinking about Koprol 2.0

Koprol – The Inside Story. Part 1

Koprol – The Inside Story. Part 2

Koprol – The Inside Story. Part 3

Koprol – The Inside Story. Part 4

Koprol – The Inside Story. Part 5

Fuck you, I’m the ‘D’ on this – part 2 (#marissadidit)

What is happening with Yahoo?

That is my core 10 posts regarding Yahoo and they make up most of my blog traffic. I actually had another post on how Carol Bartz was the worst pick as a Yahoo CEO but I erased it one day, actually my first day at Yahoo, thinking that someone might read it and fire me. The rest of the posts were all written after I left Yahoo.

I get emails from people saying I like to bash Yahoo but I don’t. I loved working there, I loved Yahoo before I worked there and I still love Yahoo. I write about it cause I think about it. I do not intend to cause any harm to people working there even if I am sometimes accused of that.

Here is the new article on Yahoo :: . It is a riveting read and of course the book will be a must read.

Nothing in the article is really news apart from the fact that it seems Marissa thinks a lot of herself and likes to be late to everything. I heard about the Ross story first hand and of course everyone knew Ross would quit right away. I personally think Ross should have had a shot at running Yahoo. He would have massively cut staff, it NEEDS to be cut, and he would have focused on the right bits. That would be a better course of action than doing nothing or trying to acquire everything. Yahoo could make money as a smaller, more nimble entity. Ross also wanted to buy Hulu but not sure that would have worked but I think trying a big acquisition is smarter than a bunch of small ones for the purposes of recruiting.

At first I was excited about the Marissa news but I had so many current and ex Google friends tell me what a mistake it was. In hindsight a lot of what they were saying was right. She is out of touch with reality, is not a great manager and is not the right fit for Yahoo. As I am in the States right now hanging with my folks, who use Yahoo religiously, I realize that people like my folks are Yahoo’s current target user base for the USA. Yahoo may not like that fact but it is true. They use Yahoo mail, front page, news, weather and the yahoo news digest app. They used to use messenger but let’s be honest – no one uses messenger anymore. It’s dead. Huge, huge mistake for Yahoo to lose out on the messaging craze. Huge.

Enter Marissa, a CEO who knows little about my parents. Marissa is too wealthy, sheltered and full of herself to ever understand my parents. Yes – I know a lot of tech CEOs are out of touch with my mom and dad but the difference is Yahoo needs turing around, Yahoo’s strength is folks like my mom and dad and it will take knowing them to serve them. I know Yahoo wants the young ones but that ain’t happening. In fact, I am not my parents or a young one but I don’t use Yahoo anymore either. That’s the problem really – no one is really waking up everyday and checking Yahoo like they used to.

On this point one has to hand it to Gruber for somewhat nailing the decline of Yahoo :: . I don’t disagree with him on what happened but I don’t think those mistakes spelt the end of Yahoo. What cooked Yahoo was years and years of not changing course.

Yahoo knew the old stuff was dying and the new web was taking over – but they didn’t respond to it at all.

They missed mobile, then they missed apps, they missed the emerging markets and they blew their Asian deals. Let me be clear here – Yahoo made money on both their Alibaba and their Softbank deal but what they never did is take advantage of those deals. They should have learned how to import stuff from Japan and China back into the States. They should have worked closely with Alibaba and Softbank on Southeast Asia, India and North Asia. Yahoo had huge leads in these markets and now they have virtually nothing. Korea closed. Yahoo Japan is not Yahoo. There is no Yahoo in China. They are dying in Southeast Asia. Properly executing in Asia could have done a lot for Yahoo in the big picture. They let it all die.

I agree with Gruber that a comeback is highly unlikely but along the way they could have fallen less farther than they did. As to now – I don’t know if it can bounce back. It may just be too late. Apart from Flickr I use nothing from Yahoo and they could spin that off if it were up to me. Their mail sucks. Their messenger sucks. I never hit the front page. The new digest thing was interesting but too fluffy and not customizable enough for my tastes. There is just nothing interesting about Yahoo and to top it off – I live in Asia – Yahoo in Asia is even worse than Yahoo in the States. 

Yahoo makes money. They have too many people. They still need to cut back and focus. Then they would make even more money.

As to a Yahoo/AOL thing. Kill me if this happens.

Maybe Alibaba or Softbank might try to buy them. At least that would be interesting.



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