Yahoo's new president is tested: do a good job for the worse?

Yahoo new President Susan Decker Click here to see all the science and technology Pictures: foreign media July 1 published an analysis of the article pointed out that, although Yahoo new President Susan Decker (Susan Decker) in the industry reputation is good, But will she be able to turn Yahoo into a dynamic company like Google in the future with her new CEO, Jerry Yang? Some analysts say that if Decker can lead Yahoo to change its current predicament, it could mean that she will take a higher position. There have been rumours that Semel's successor will be Decker.　　But in any case, Decker should make a satisfactory answer to shareholders as soon as possible, otherwise they might ask Decker to step down. Decker and Jerry Yang face three challenges in the future: to get Yahoo out of the pressure from Google, to revive staff morale and to introduce competent technical talent. The most daunting challenge may be how to pay a satisfactory performance to Yahoo's shareholders. Yahoo's share price is around $27 trillion, down 37% from January 2006 's 43. While Yahoo's internet giant has not wavered, the company has been robbed of a lot of market share in the past 18 months by Google in its search and online advertising business.　　Google's current quarterly revenue has surpassed Yahoo's annual total revenue, Google's market capitalisation of four times times more than Yahoo. Lack of experience while Yahoo hopes to shorten the gap with Google in online advertising, there are indications that Yahoo's graphic advertising business is not as satisfactory and faces stiff competition from MySpace, Facebook and other websites. Analysts said that because of Yahoo's inefficiency, the company missed the opportunity to enter new businesses such as social networking sites, and failed to promptly collect video-sharing site YouTube for its own, leading to YouTube was eventually acquired by Google.　　Yahoo's omission caused shareholder dissatisfaction and led to the resignation of former CEO Semel Terry Semel. Although Jerry Yang and Decker are well embraced by in-house employees, analysts are worried about the ability of both to lead Yahoo forward. On the one hand, both are lack of sufficient operational experience, on the other hand both have been involved in the semel of the operational strategy. Although Jerry Yang and Decker have said separately that Yahoo needs to develop new strategies, it is another matter whether the two will be able to implement the new strategy after the new strategy has been worked out.　　Some analysts say Mr Yang and Decker cannot rely on new strategies to change the status quo, but should consider acquiring or selling certain businesses to bolster the market position of Yahoo's search business. Derek Brown, an important role investment firm Cantor Fitzgerald analyst Derrick Brown, believes that Jerry Yang and Decker should consider all the new tools that can be taken, because the strategy does not make Yahoo change the status quo. Mr Yang said earlier that Yahoo would remain independent and would not abandon its search business. Jerry Yang will charge technology business, Decker will be responsible for day-to-day operations. But analysts worry, the 44-Year-old Decker was primarily responsible for financial work, and whether she is competent for day-to-day management remains to be tested.　　But others say Decker's rigorous analytical skills will make up for her lack of operational experience. Some Yahoo employees have revealed that since Decker joined Yahoo, she has not only been involved in the company's strategy, but also with the Yahoo senior executives in the day-to-day operation of the close cooperation, which has far exceeded the traditional sense of the CFO's scope of work. When Yahoo adjusted its online advertising strategy a year ago, Decker hosted a multi-year cooperation agreement with ebay, and it brokered a tie-up between the company and a body representing 260 newspapers on advertising and content issues. Decker also played an important role in Yahoo's acquisition of right media for the online advertising company.　　In addition, Decker also participates in the Yahoo "Panama" network advertisement platform and so on strategic affairs. It takes a long time. But some analysts believe that it was Decker who had been involved in the company's strategy, and that Decker would have had to "liquidate" the Semel.　　These market failures include delaying the release of the Panama platform; failing to explain to Wall Street analysts the reasons for the delay, which led to a fall in Yahoo's share price, the failure to buy social networking Facebook in time, and the lack of a network advertising deal with Facebook and MySpace. Scott Kessler, a Scott Kesler analyst, argues that Yahoo could have bought right Media at a lower price, but Decker is partly to blame for the fact that Yahoo had been hesitant to pay a lot of money. Still, a lot of people are bullish on Decker's talent. Some analysts say that if Decker can lead Yahoo to change its current predicament, it could mean that she will take a higher position. There have been rumours that Semel's successor will be Decker. But in any case, Decker should make a satisfactory answer to shareholders as soon as possible, otherwise they might ask Decker to step down. Moon)