First Financial Weekly: Yahoo why not make money

Why does Yahoo have so much to do with Google in revenue, with almost the same scale of independent traffic as Google? Wen |CBN reporter Dongxiaojian from yahoo Mail a few years ago after the switch to Gmail, Yahoo, the former internet hero almost disappeared from my life.　　To my surprise, Yahoo did not disappear in the lives of American consumers, but on the contrary, the American consumer seems to be very willing to visit Yahoo. According to ComScore's June data, Yahoo has 178 million independent visitors in the US market, up 27% from 2008, after Google (182 million), surpassing Facebook's 160 million.　　And Yahoo in the news, sports, finance, entertainment, real estate, comparative shopping and other areas of the number of visits are the first. It doesn't look like the same Yahoo that we've been familiar with in recent years. Then this is our accustomed Yahoo face: The company's market value has not been much since 2003, the second quarter of 2011 Yahoo revenue was 1.23 billion U.S. dollars, down 23% year-on-year, and Google's second quarter revenue of 9.03 billion U.S. dollars, a year-on-year growth of 32%　　In June, Facebook overtook Yahoo as the highest-paying company for online display advertising. Internet company's slogan is "with the flow and attention, everything else will come."　　As a former internet iconic company, Yahoo now seems to be subverting the rules-yahoo has the flow and attention, but not everything is coming. There is a huge flow but not a lot of money, this should be Qihoo and renren, such as internet companies face problems.　　But Yahoo, which has been set up for 17 years, shouldn't be, so what is it that has put Yahoo in such a quandary? Technical genes. Yahoo has been positioning itself as a media company, not a technology company. In fact, Yahoo is a technology-insensitive company from the start. Early because of lack of reference, advertisers can only compare the Yahoo peace media, which makes advertisers for advertising to give higher than the actual value of money.　　Yahoo is indifferent to a technology that gets all the value out of traffic, because if they earn real value through technology, they make less money. Advertising experience. Technical flaws have made it impossible for Yahoo to provide a more accurate advertising experience and to consolidate its many assets into a more valuable advertising platform. The same is the display of advertising, but Facebook can be based on a large number of data analysis, according to the user's interests and geographical location to carry out specific ads. Yahoo uses the traditional "face-to-face sales" approach to sell display ads at high prices, the "first-level display" of Yahoo's sales ads, which are not purchased through AD network platforms, when the first-tier display ads are not sold at high prices, Yahoo will adjust it to two-level ads to show ads from the advertising network platform, the price is very low. Product integration. Yahoo has acquired a number of attractive Internet services over the past more than 10 years, such as Flickr, Delicious, MyBlogLog, upcoming, but has never successfully tapped into the potential of these services, including business. Yahoo has spent years talking about whether to release native Flickr apps.　　A 2008-2009-year work log, published by a Flickr team member, shows that in 18 meetings over the past 9 months, they are discussing the design of the Flickr API and when to switch the API to Yos WS Standard (Yahoo standard Network Service). Internal management. There are signs that Yahoo is not a well-managed company, but the truth may be worse than expected. Yahoo's system has not changed for 10 years, according to a recent public message from an in-house executive in BusinessInsider. Another employee who has left the job says, "Yahoo salespeople use a system that was ten years old, such as CRM, and sometimes these systems don't offer any help at all." Almost every company on Earth uses Salesforce software, but Yahoo doesn't. There is no such information as the latest accounting data in our system. Paul Graham, founder of Y Combinator, sold Viaweb to Yahoo in 1998 for 50 million dollars. When he first joined Yahoo, he felt that Yahoo, like the center of the world, was the next big thing. The result is Google, but Yahoo is not. Paul Graham later concluded that Yahoo was a long-standing problem, destined for the present at almost the beginning.　　Because Yahoo has two Google issues: one is that money comes too easily, and the other is ambiguous about becoming a technology company. A more serious problem for Yahoo may be that it does not form a viable corporate value. It doesn't look like a company with a geek spirit, or a company with a strong sales culture. Any company will inevitably have a low ebb, but now Yahoo in addition to those users will still visit the network assets, and there is no one can let the company Renaissance cultural genes. Institutions that have no values are hard to last, as business has always been.