Yahoo Who?

Implications: Yahoo needs more than a leadership change. It needs a concept change.

Analysis: Stand on any street corner and ask any passersby when you search the Internet who do you use – answer: Google. If you sell on the Internet who do you use –answer: eBay. Ask about Maps, Dating, News - I doubt anyone will ever say Yahoo. Yahoo has a major problem of recognition of what it is and who it is on the Internet. It's boring to young viewers, it lacks the content to attract viewers. In a way like the local free newspaper trying to just live off ads and then they have to focus in on a narrow group to survive. They are developing three groups, one focused on its audience, one on technology and one on advertisers and publishers, what is missing is the most important one. No where do you see a director or group of content. It’s all well and good that they are working on better software for ads, but you have to have the content that draws people to the site to read the ads. If you don't have traffic no one will pay for the ads.