In case you have missed this article where Susan Decker, Chief Financial Officer of Yahoo!, Inc. has been quoted as saying
We don’t think it’s reasonable to assume we’re going to gain a lot of share from Google, It’s not our goal to be No. 1 in Internet search. We would be very happy to maintain our market share.
you might as well read the follow-up story which was aired a week ago where the tone has been changed to
We are still in the early days of search. We’re in it for the long haul, and we’re in it to win
on the Yahoo! Search Blog.
I’ve read this quote again after first laughing it off as something very corporate to say after an employee has goofed and face needs to be saved. I was curious to find out a little bit more about what Yahoo! is all about.
On their What we value … page they are saying things such as
Our mission is to be the most essential global Internet service for consumers and businesses.
They also stress the importance of Excellence, Innovation, Customer Fixation, Teamwork, Community and Fun.
Being in the industry of search engine marketing, you do get the feeling that Yahoo! is asleep at the wheel. There have been also indicators of a lack of ethics such as using images from other people’s sites without permission.
The question is what has made Yahoo! so successful over the years, and I believe that it is a combination of all of those values that they themselves are mentioning as the ones that matter the most:
Excellence, Innovation, Customer Fixation, Teamwork, Community and Fun.
Take Yahoo! Music, their messenger and email services, the colorful smilies, everything expresses fun. It’s been like that for years and somehow people will always think about the name Yahoo! when they are thinking about the internet. Staying power has made Yahoo! a force that can survive without Google’s quality when it comes to providing search engine results. So does that mean the area of search results is going to improve as well?
I highly doubt it! I really don’t see it one bit. What I do see is a lot more effective advertising from Yahoo!, a lot less organic traffic due to Yahoo! Publishers’ Network’s better placement of ads. I believe that their searches will be more commercial, they will make sure that wherever there is money to be made, they will make it.
But they will also cover new ground which Google doesn’t such as they did with their purchase of http://del.icio.us/
Yahoo! recognizes where there is interest amongst the web surfers, while Google seems to have a hard time doing so. Google could be considered too intellectual and too logical for the world of those who are on the internet for fun, to kill time and what not. Sure, it’s not a good reason to be online you might say, but that’s what is going on. The MySpace generation is going for the place where there are smileys, chat boards and a name that they have heard in commercials and amongst likeminded people when they were talking about something cool.
And what do they say? “Today’s kids are tomorrow’s lifelong customers”.
So there you have it. I think that their second statement about “winning the search war” is a ummmm … lie? Yeah, I think it’s BS. But overall they will fight a strong battle - and they do have a chance to win the war. The war of who will be the strongest web portal in general.
Who will dominate in 50 years? I’m not sure where Google will be, and honestly: I think that Google will be split into several new companies. Yahoo! will still be what it is today. And Thirdsquare is going to have it’s own cable TV channel. :)