Earnings reports hit yesterday for Apple and Yahoo and followers were, respectively, happy and disappointed. Apple is really kicking it selling phones, computers and tablets (What else is there, food?) Yahoo is sliding along, selling ads and content. Its revenue was up, but net revenue – revenue after it shares da monies with partners – down.
Carol Bartz, about whom I’ve written some good things, is at that place in time in her tenure as CEO where her performance and the company’s momentum should just about be judged. If not now, certainly in a quarter or two. So let’s table that for the moment.
What Yahoo Should Do.
If Apple is doing so well and Yahoo just gliding via cost-cutting and reorganizations then perhaps Yahoo should take a good close look at Apple custies (that’s bond trader for customers). The account planners at Yahoo’s agency Goodby Berlin and Partners might want to follow around Apple users for a week or so and see what kind of 1s and 0s are passing over their phones, Macs and tablets. Do Apple users intersect with Yahoo at all during the course of the day? And if not, why not? Apple users are worth studying.
Yahoo and Aol (not Apple) are competitors… both fighting for the same cheese. They share the same content strategy so I enjoy studying them. It’s still neck and neck, with a slight edge to Aol. But both need an idea. A powerful brand idea, dripping with beyond-the-dashboard consumer value. I’m waiting. Peace!