Digital magazines? Search? Buying traffic? Mobile advertising? Alibaba? These are the things discussed yesterday on Yahoo!’s earnings call. A call that announced revenue up 14% but break even earnings.
A couple of years ago Marissa Mayer developed a strategy I thought was on the right track: Make Yahoo! a daily habit. Well it seems the habit is more like a nun’s head cover than a web business. Mobile apps are a good path but I’m not feeling any results. People with mobile phones have hourly not daily habits — and frankly those habits are wearing thin. How many Facebook and Instagram posts can a body look at during the day. Yahoo needs to find enthralling apps. Mobile apps than haven’t been done before. Content served in ways never seen before.
Yahoo is chasing TV (Fantasy Football Live) and magazines (Yahoo Food or something) which is just repackaging old stuff with some new sheen. Ms. Mayer needs to innovate. Not cross over. Not repackage. She must start with behaviors that are habit forming. She was on the right track but hasn’t landed on a breathtaking innovation. Keep after it Ms. Mayer. You are probably closer than you know. Peace.