Mayer's Yahoo Year: Focus on "mobile"

"Sohu It News" Beijing Time August 2 News, this July, Mayer as Yahoo CEO has been a year. In the second quarter, Yahoo's earnings were nothing to surprise. Sitting in the Yahoo URLs Café, Mayer said, Yahoo's focus is on the growth of web traffic. She declined to disclose the figures, saying only that the growth figures were enough to offset the decline in the previous year. "An internet giant has fallen for 3 years and is now starting to grow again," Mayer said. This is a good omen. "When Mayer left Google to take over the CEO position in Yahoo, she knew she might have the hardest job in Silicon Valley," she said. Mayer: I hope that one day mobile revenue will be the biggest source of revenue Yahoo has "lost" 10, the product strategy failed successively, the CEO merry-go the same substitution. In the era of Jerry Yang and David Filo, Yahoo was the equivalent of a Web dictionary, and in the hands of Kugel (Tim Koogle) it became a network portal. Semel (Terry Semel) then turned Yahoo into a technology company, with a bit of Hollywood style. Recently, when Bartz (Carol Bartz) and Thompson (Scott Thompson) became CEO, Yahoo has been considered a relic of ". com", and talent was dug away by rivals. Now, Mayer wants to turn Yahoo into a mobile-era media company. She led a 11,500-person enterprise, focusing on personalized, customized content to facilitate users to read on tablets and mobile phones. "I hope one day we will see a world where mobile revenue accounts for most of our revenue," Mayer said. "VC company Khosla Ventures partner Ben Ling believes that Mayer has done two things in Yahoo:" She made Yahoo a top talent in the eyes of attractive workplace, she began to launch products to attract consumers to use every day. "Mayer is only 38 years old and is quite young as CEO, but she has been a star in Silicon Valley for the past 10 years." Believe that Yahoo's wealth and equipment related to Yahoo shareholders are still waiting, they want to see search revenue and display advertising revenue growth. In the second quarter, Yahoo revenue fell 7% year-on-year. In Ms. Mayer's view, the rise of smartphones has created opportunities for Yahoo. "What people want in smartphones is content," she says. Mobile phones are another way to transfer the web. I am quite optimistic and I believe all leaders are optimistic. "Early on, Mayer decided that Yahoo's wealth was related to equipment. While taking over the job, she lists what people often do on their phones and then consults family and friends, including calling, texting, writing emails, maps, weather, news, stocks, sports, games, photo sharing, group news, star gossip, financial news. "I remember there was financial news and stocks, and the two were a little bit the same," Mayer said. "Yahoo will not pursue speech recognition, text information, or maps, she knows these technology development costs are not low, and with the pioneer Google has a great distance;Are those products that are closely related to Yahoo's popular service. Mayer found that only dozens of engineers developed apps in Yahoo, not because Yahoo was late in the mobile revolution, but too early. Building a mobile team about 10 years ago, Yahoo set up a mobile team, which was headed by Marco Boerries, the former executive. The team has entered a classic "Innovator's Dilemma": Yahoo's success is related to the traditional web, and companies are unwilling to risk damaging profits. In 2009, Boris left the business and his team dissolved. After taking office, Ms. Mayer's first priority was to reconstruct the mobile group and give it to Adam Cahan (Adam Cahan). Cahan is the founder of Intonow, 2011 Yahoo spent 20 million dollars to buy intonow. In the most recent interview, Cahan said his job is to build the world's largest pure software mobile development team, based on Yahoo Common Web services development applications. It sounds simple, but Cahan insists it's a big change. He persuaded Mayer that Yahoo should focus on user and product development, not on the balance sheet. The challenge for Cahan is that engineers who develop mobile apps are young and scarce. So Mayer and Cahan launched a talent acquisition, spent 200 million of dollars to buy at least 18 start-ups, and spent 1.1 billion dollars to buy Tumblr. In each acquisition, Yahoo locks engineers to sign a 2-4-year contract that gives them full authority to develop programs and recruit more mobile developers. Although money is invested, it is not easy for entrepreneurs to accept. Schwazapel (Josh Schwarzapel) is a senior product manager who worked for Ontheair, a mobile video chat start-up company. He said: "I am very worried that many of my friends came to Yahoo but was refused." "Cahan's department is called the Mobile and Emerging products division, with more than 330 employees and offices in New York, San Francisco, and California Sunnyvale," he said. To emphasise the importance of mobility, Mayer ordered the team to be refurbished in Sunnyvale's office, unlike other parts of Yahoo. The staff of the Department are also favored by the boss. When mobile engineers report regular products, Ms. Mayer encourages them to move faster and think big. Mayer also focuses on a single pixel on the screen, liking intuition over data. She once said: "We have a ruler, but it does not mean to measure everything." The search is also a key point. Despite Google's dominance and Yahoo and Microsoft's search alliances over the past three years, Mayer still believes Yahoo can find new ways to showcase its search results. "The search is far from over, it's equivalent to physics in the 1600 's, or the 1800 's, it's a long way from quantum physics or a microscope," she says. When you have mobile, you can do a lot of things, we are very concerned about the user experience. Unlike Apple, Google, Facebook, Samsung and Amazon, Yahoo has no operating system or hardware. and NetfliUnlike X (or HBO or showetime), Yahoo has no sensational work to pay to watch. Indeed, Yahoo's weather weather program is beautifully designed, but the user's attention is still fragmented, unlike HBO's drama "Power Game". Even if Yahoo's three mobile apps succeed, it must find a way to earn revenue. There is no doubt that Yahoo is quietly looking for strategies to place ads in mobile services. However, in the mobile advertising field, the opponents have taken the first step. Facebook revenue 41% comes from mobile advertising. Yahoo does not disclose the share of mobile revenue, but Macquarie analysts estimate that Yahoo Mobile advertising is less than 10%. Yahoo's revenues were 7.2 billion dollars in 2008 and fell by half since. Revenue of 4.8 billion dollars in the past 12 months. Mayer said: "I'm not confused, I know we have a lot to do." So far, everything is progressing well. I'm pretty optimistic that we've made a lot more progress than we expected. ”