Yahoo desperately needs to start again

Sun entered two young founders sitting barefoot in a messy room, with a relaxed posture and a youthful glow on his face.　　In a recent review of Yahoo's 15 anniversary, Yahoo founder Jerry Yang and filo the photos they set up 15 years ago when they created Yahoo, as if they were "barefoot" entrepreneurship. However, such entrepreneurial spirit, does not seem to really be carried forward by Yahoo.　　Now Yahoo has already suffered a success after the "stagnation" of the pain.　　The road to revival is so hard that the surpassing Google figure seems to be out of reach. Helpless status quo "we have a unique opportunity to create an industry to shape the internet world." This is the memory of Jerry Yang on the blog. 15 years ago, he and Philo pioneered the history of Internet business models. They want to take advantage of free services to get revenue from advertising.　　But the idea was that businesses needed to pay, and few people thought that advertising could be the main source of revenue for the Internet.　　Of course, Jerry Yang proved that the traditional concept is wrong, in August 1995, the first Internet advertising as an important milestone in Yahoo's history, and the creation of the Internet portal era, its reliance on a variety of content and services to win traffic and exchange for advertising patterns, by all portal sites. Yahoo has become the first known internet site legend, and has been the world's largest site of visits, until Google in 2008 to overtake it.　　In the history of Internet business and technology, Yahoo from the leading to gradually backward. 15 years later, Ms. Bartz, who replaced Jerry Yang as Yahoo's new CEO, said at the 15 anniversary of Yahoo's founding that she would not transfer Yahoo today and therefore had no price. If she had been at Yahoo and Microsoft had offered 36 dollars a share, she would have sold Yahoo.　　Microsoft offered 31 dollars a share, while Mr Yang caused the deal to miscarry.　　She tried to prove that Yahoo is now in the way of value is to list a lot of data, such as Yahoo Monthly service 600 million netizens worldwide, monthly through Yahoo website and tools posted 100 billion messages, 360 million people in the use of Yahoo Mail. But what is Yahoo's innovative internet application and model? It seems difficult to find a trail.　　Weibo, video, community, search are not what Yahoo is good at. Bartz talks about product line reorganization, she wants to cut off some non-core assets, let Yahoo more attention to the main business. This year, Yahoo is interested in small companies with employees below 100 who can bring new users, new fields, and analytics tools.　　Bartz seems to have put the path of innovation to foreign acquisitions. The glory of the first generation of internet giants seems to have drowned in the corners of history. In 1994, Stanford University PhD student Jerry Yang and classmate Filo in a trailer built Yahoo (yhaoo!), the beginning is to provide Internet navigation services. It is in the ignorant state of the internet, Yahoo's classified network navigation information Library by Jerry Yang and David completed by hand, covering hundreds of thousands of independent sites.　　Then Jerry Yang after the negotiations with a number of companies, finally get Netscape's help. January 1995, Netscape Browser One of the most important button-online search point to Yahoo.　　When the user of Netscape clicks on the button, he will be taken to Yahoo and Yahoo is quick to become famous. In the use of venture capital, Yahoo also led the trend. The effect of the first brand of Internet in the 1996 gradually appeared in the world. Yahoo was officially listed, a year after the listing, Yahoo still lost money.　　Yahoo is starting with the search engine of the Seeker category, it developed into the world's largest number of visitors to the Web site and the first brand of the Internet, while the Directory Service Search engine competition is very lively, but there is no profit model, so Yahoo began a transformation, began to directly in their own site to provide services content, and began to expand on the page placed ads. News Service is the first step, then Yahoo opened up the weather forecast, stock information ... Through the continuous increase of service items, Yahoo successfully achieved relocation: to become a comprehensive portal of information services. Yahoo's massive information constantly attracts users and increases viscosity.　　To further expand the steady flow of traffic, Yahoo continues to develop new service content to stimulate greater traffic, advertising and then. But Yahoo did not think that the future crisis in its heyday began brewing. The 2000 internet bubble did not break Yahoo, Yahoo's crisis began in 2000 to give Google a chance.　　2000, Yahoo began to outsource search engine business to Google, and declared it as "the best search engine on the Internet", because the search engine did not have a large-scale profit model, Yahoo Portal Display ads is the mainstream model, so Yahoo does not care about search. Yahoo paid 7.2 million of dollars in search technology services to Google in 2000, helping Google to grow at a later speed.　　Google, created by a team of two alumni from Stanford University, eventually toppled another two alumni of Yahoo.　　Where's the innovation? Before Google's IPO, Yahoo was its early investor and could regularly see its financial data. The results clearly show that Google's search advertising is growing at an alarming rate.　　By keyword bidding rankings, pay-per-click Mode, the development of small and medium-sized internet advertising "long tail", so that all enterprises can be cost-effective and accurate measurement of the effect of advertising. There have been concerns about Google's rise inside Yahoo, but as Yahoo finally begins to react, the market has changed. In May 2001, Yahoo opened CEO Tim Cougle (Tim koogle) and appointed professional manager Semel (Terry Semel) as CEO. Yahoo has realised that it has neither mastered its own search technology nor software to process search ads.　　Semel to Google, but the talks with Google failed. In December 2002, Semel bought another search engine Inktomi 235 million dollars, and 7 months later, 1600 million of billions of dollars have bought Overture, and the stakes in Google's holdings have been thrown away.　　But no one foresaw that, in just a few years, Yahoo had missed the window of search engine development and a series of strategic errors quickly decline.　　Yahoo finally woke up in 2004, after a few months of testing, finally enabled the independent research and development of the search algorithm, but only then began to innovate too late. Jerry Yang was forced to return to the post in 2007 as Yahoo CEO, the core work is to reverse Yahoo in the competition with Google's unfavorable situation, he led the launch of investors look forward to years of the new advertising platform, "Panama" to enhance the advertising revenue. However, "Panama" has not been able to shorten the gap with Google.　　The reason for his resignation is that Microsoft bought Yahoo against Google, he did not recklessly rejected Microsoft's request to buy Yahoo, he said his blood is purple, this is motivated by the enthusiasm of entrepreneurs, so the interests of shareholders collective fight. In January 2009, Yahoo named Bartz as the new CEO to replace Jerry Yang. Yahoo employees said: "The news of the replacement CEO, we feel that the current Yahoo is like the sinking of the Titanic." After Ms Bartz took office, Yahoo and Microsoft reached a search advertising cooperation agreement to challenge Google.　　By using Microsoft's Bing search engine, Yahoo can save a huge amount of cost, Microsoft will continue to control users to use the Search service experience, Yahoo will focus on expanding the traditional display advertising business. But there have been calls from the industry for Yahoo to find a product prophet, such as Microsoft gates, Apple jobs, or Facebook's Zuckerberg.　　Yahoo needs to restart its business, develop innovative products and services with market growth potential, and make Yahoo move into other new business areas to revive Yahoo. But Bartz is just a new CEO who can deal with the outside, without launching forward-looking products and services. Microblogging, SNS social networking sites, video sharing and other innovative applications continue to rise, but some business Yahoo even try to innovate courage are not, there is nothing to get the new products. Jerry Yang just over 40. 40 and perplexed, and whether Yahoo can comeback is still a suspense.