Disadvantages Yahoo

Good deal

In early 2008, Microsoft offered Yahoo deal - purchase of the company to 31 dollars per share, or $ 41 billion. Due to absorption of Yahoo Ballmer intended to be competitive Google and take a leading position in the market intern search and advertising. Yahoo's board of directors did not accept the deal, even when Microsoft announced a price of $ 33 per share, or; 47.5 billion. The company noted that the transaction will not agree to less than $ 40 per share.

A few months after Yahoo stock price plummeted to 9.41 Dallar for akuiyu, corrected subsequently at around 10-12 dollars per share, and the company's market capitalization amounted to a little over 10 billion dollars. This was the lowest figure since 2003.

Marissa Mayer has not coped

In June 2012, Yahoo announced the appointment of new directors are General Company. they became the 37-year-old Marissa Mayer, a former vice president of Google. According to the most Mayer, for her, it was an opportunity to take the helm of a large company. it was assumed that experience Marissa in Google will bring Yahoo stagnitsii of creating high-quality products and services to compete with the same Google or facebook.

At the start of the work in Mayer Yahoo huge credibility was given to her, a woman, was a part of 20 of the first employees of Google, led the main rival of his first company. for two years the cost of Yahoo shares rose more than 3 times: from US $ 15 to US $ 51.7 per share. at the moment none of the investors are not alerted by the fact that Meyer has not lured for a single top manager or even an ordinary employee Google.

To a new position Meyer confidently commit dozens of purchases, among whom was the service tumblr, for the acquisition of a $ 1.1 billion. According to the new CEO, it is possible to raise up to 300 million users, although the company has established a complete monetization of the service and failed. six months later, Mayer made another big purchase: advertising platform Yahoo BrigntRol cost of 640 million dollars. Marissa justify their purchases need to obtain modern technology to move Yahoo to the next level. however, a number of investors have asked her to reduce the temperature and stop shopping.

When in July 2012, the rock star of Silicon Valley - a former top manager of Google Marissa Mayer took over the company Yahoo, the expectation that it will be able to breathe life into the once one of the largest internet companies were so high that the staff did with her image posters , repeating the famous Barack Obama's campaign posters with the word "hope." but February 19 became known that the council directors Yahoo has hired investment banks, who will be looking for a buyer for the business foundation company- its online assets. Meanwhile, investors are increasingly demanding the dismissal of the most Mayer. why once the favorite of the press and the founder of Google Larry Page has fallen out of favor investors and journalists and was unable to stop the decline of the Internet giant for 3 years?

Millennium portal

The first trading day of 2000 trading in securities of the Internet company Yahoo closed at around 118.75 dollars per share, and the capitalization of all companies reached a record for her $ 128 billion. so expensive Yahoo will no longer be never .weak later, she reported on the results of 1999: a profit of 48.7 million dollars on revenue of 591.8 million dollars. that year the company became profitable for the first time.

Despite the fact that many people know Yahoo! primarily as a search service, initially it was not a search engine in the current sense of the slova.v1994 when Stanford University students Jerry Yang and David Filo have not started work on the project, the internet was a little-known environment. they decided to do it on something such as a guide: "Geri guide to the global network" was originally simply a catalog of known Yang and Filo sites. catalog began to be popular with programmers friends, and then of other Internet users.

In January 1995, Yang and Filo Speaker I registered the domain yahu.kom. Then it was fashionable among programmers call Drafts and even something about something. Abbreviation Yahoo meant yet another hierarchical officious oracle. an exclamation point at the end was just a marketing ploy. The end of January 1995 in the catalog Yahoo has been more than 10 thousand sites and more 100 thousands unique visitors per day.

Yahoo in 1997 did the postal service. Yang and Filo began to transform the site into a portal, weighing main page services, news, links and banners. they considered that the user should get as much information on the first page. By 1998, Yahoo was the most popular portal to enter Intrernet.


loss of focus

The first big hit for the company was the dotcom bubble: in January 2000, the value of Yahoo shares reached 118 dollars, by September 2001, it dropped to its lowest level, 8.11 dollars per share.

Needed was a new company in 2001 krov- place Engineer Timothy kugel, first Yahoo CEO Terry Semel took. Semel was a man of Hollywood, he worked for more than 20 years at Warner Bros. Studios. Semel appointment surprised the market - he was a man of the technological bekgrauda, about it said that at the time of arrival at Yahoo, he did not even know how to use e-mail. Semel therefore shifted the emphasis in the media, rather than technological component. he even opened an office in Los Andzhelesse, which employed mainly people from the entertainment industry.

Although to a lesser extent Yahoo engaged in the development of proprietary technologies, Semel knew that he had to develop a search. Semel in 2002 thought about buying Google if Yahoo's revenue in that time reached 837 million dollars a year, the revenue Google $ 240 million a year. Semel suggested by Larry Page and Sergey Brin $ 3 billion for the company in the rapidly growing, even though the head of Yahoo advisers told him that Google is worth all of $ 5 billion. Page and Brin proudly refused.

Semel then went the other way: in 2002 he bought search technology Incom Overture and in 2003 the company is engaged in contextual advertising. aligning 2 Terry Semel technology tried to create a competitor to Google, but few got uspeha.v August 2004 share price Yahoo Google has already won, and by the end, the company surpassed rival and advertising revenue. the beginning of 2005, Google's revenue has exceeded $ 1 billion.

All 2000s Yahoo management has not been able to determine the end, they do a technology company or a media. Yahoo on the one hand, signed a deal to purchase content from movie studios and news organizations such as ABS or the BBC, CNN, the other trying to buy numerous, but small technology startups. in 2005 the company bought Fliskr, best known at the time for the service of editing and sharing photos. but Yahoo management did not want to give a lot of money on the development of the company, so the site does not bring the big-income he almost did not innovate. and when there was a facebook and instagram he quickly succumbed to their positions

Who owns Yahoo

Yahoo held a public offering of its shares on the New York Stock Exchange in 1996. the first day on the stock exchange securities of the company rose by 270% from the IPO price. business media then was surprised wrote: Who would have thought that less than a year ago based search engine may have a catalyzing the market 848 million dollars. founders David Filo and Jerry Yang at the time of the IPO owned Pocket tion 5 million each (total market value of which at the time was about $ 165 million.) from the IPO to sell stock they did not.

After 20 years of filo is the largest Yahoo shareholder - it according to the latest report of the company on major shareholders, published in June 2015, owns about 71 million shares. 2 more major owner - Funds BlackRock and Vanguard group, which belonged to the June 6, 5%, respectively. Yahoo management, including CEO Mirissa Meyer, at that time be owned 8.1% of the company.

Buy small startups and local sites, Yahoo has not bought a breakthrough services, which determined the development of online. Terry Semel has missed two major transactions. in 2006, he refused to buy facebook - Semel and Tsukenberg have almost agreed on a price of $ 1 billion, when at the last moment the head of Yahoo decided to bring down the price to $ 200 million, and the deal fell through. Semel at the same time he negotiated the purchase of video sharing youtube, but has not agreed on one point in the contract. eventually acquired video service main rival Google Yahoo. the purchase in May Space Semel simply dismissed as a minor on the Projects.

Impossible to determine in which direction should be developed Yahoo, has meant that by the early 2010s the company was in an impasse. finding it hopelessly lost Google: in 2012 exceeded 66% of the US search share of the Internet giant, Yahoo as the share fell below 15%. Leadership in social networks already have facebook. in the media began to gain momentum a new project type Huffington Post and Buzzfeed. going out no one knew: from 2007 to 2012 at Yahoo replaced seven general managers, who have been unable to find a focus for the company.

Princess from Google

In 2012 topped Yahoo Marissa Mayer. 37-year-old ex-vice-president of Google, one of the most influential women executives in Silicon Valley, investors have high hopes.

Google came in Mayer 24, immediately after the end of the Stanford University, when he was still an unknown startup. Meyer became it the 20th employee and first female programmer. in Google, she worked for 13 years, it has grown to the post of vice-president and member of the board of the operating company, in which it was included, along with the founders, Larry Page and Sergey Brin. a long time, she led the most profitable direction in the company - finding, among her merits as a mail service GMail interface, Google News aggregate news and image search Google images . in Google, she earned a fortune of 300 million dollars.

Meyer said that investors want Yahoo to return to the big four American technology companies - EPL, Google, Facebook and Amazon, but in the early days realized the full extent of the backlog from the competition. from the first meeting with the staff she learned that to create mobile products at Yahoo employs about 60 engineers. in facebook at that moment in the mobile development worked more than a thousand employees. the main product yahoo --mail, through which at the time to send more than 30 billion messages per day is still one of the most popular e-mail services in the United States - at the time of the arrival of Meyer did not even have a mobile version.

Meyer also set out to update the search for Yahoo, which is slowly but surely continued to lose market share. "I see no reason why our share in the search for less than 15%, more than that I do not understand why we cannot again take up more than 20%, which we had before," - she wrote to its employees.

In July 2013 Yahoo managed to regain the top spot among Internet companies to audience size for the first time since May 2011. audience all company portals then was 169.5 million unique visitors, while Google 192,500,000. during the first year at the post of CEO of the capitalized Yahoo it rose nearly doubled from 18.9 billion dollars in July of 2012 to 31.9 billion dollars in July-2013

Searching breakout

In April 2014 the Board of directors are meeting Meyer said that so far failed to understand what kind of product the company can become a "breakthrough", but reminded those present that Steve Jobs took 5 years to build aipad when he led Apple for the second time.

Within stategii to update employees and talents in Yahoo Mayer began actively buying startups, having spent over 3 years for a total of nearly $ 3 billion to approximately 50 companies. by purchasing the most expensive Meyer became tumblr blog platform, for which Yahoo in May 2013 and posted $ 1.1 billion. at the time of purchase from tumblr had 300 million users per month, and Meyer hopes to attract with this audience in a grind all the other Yahoo services and products.

Meyer also made a big bet on the development of the media business, to win over the audience at Google, Facebook and Twitter. she spent several million dollars to restart Yahoo themed online magazines devoted to sports, cars, technology and cooking. and the money was mostly spent on the payment of stellar writers and editors.

Maier at Yahoo is also actively developing video direction. for example, she decided to make the Veda service Yahoo rival giants screen video business. Yahoo screen began to buy the rights for the expensive television show. summer 2015 Yahoo was the first online company that has managed to sign an exclusive contract to broadcast national league matches live online. According to sources, Yahoo paid for show match $ 17 million by offering a higher price than the Tweeter, Google or Amazon.

Mindless spending

As the main star of the interviewer and news video services Meyer invited former presenter of the evening news show on Channel CBC Katie kurich. According to media reports, the cost of a TV presenter contract valued at $ 10 million a year, with and in contract to which it had to do with Yahoo earned $ 3 million.

According to The New York Times, discontent investors wasteful Mayer grew in proportion to the losses of the company. so they calculated that free food for employees of Yahoo spends 108 million dollars a year. smartphones and fitness bracelets that Mayer distributed staff on arrival into the company, in total has been spent around 12 million dollars. for the sponsorship of the World Economic Forum in Davos, Yahoo paid $ 2 million, and the pompous Christmas party for employees in the style of "The Great Gatsby" in December 2015 cost the company $ 7 million

A crisis

Despite all the calculations tumblr Mayer, Yahoo bought turned out to be not as good as instagram, facebook for which in 2012 paid the same $ 1 billion. in Yahoo predicted that in 2015 tumblr must bring the company $ 100 million, but at the end of the year Yahoo clarified that the target platform is not reached and it will aim to 2016. facebook, instagram who started the monetization only in summer 2015 already for the year assessing the income of the business in the $ 110 million, and in 2015 revenues applications must growths of up to $ 300 million. instagram and if Wall Street analysts estimated at 34-37 dollars milliiard then tumblr their opinion is not worth a dime - platform application even dropped out of the top 100 mazagina appstore applications. Yahoo itself had to write down the value of the asset at $ 230 million in 2015.

Despite the fact that under the leadership of Meyer obnolennye mobile services and prilodeniya brought the company in 2015 about 20% of revenue, the company has missed a chance to become a leader on mobile devices. Eight of the ten most popular apps owned by Facebook and Google in the United States. Yahoo is in the top 15, and it is only thanks to a partnership with the Premier League - it is an application that shows the company's stock quotes, which is preinstalled on the iPhone and is made on the basis of Yahoo Finance.

Not better things and with the financial results of Yahoo. the company not only increases slightly in revenue and became unprofitable. the reason for such a catastrophic loss - a massive write-down of assets, in addition to Yahoo tumblr devalued its business in the United States and Canada, and Latin America.

At the beginning of February 2016 Yahoo announced the closure of half of its thematic publications and service Yahoo screen within the mass reduction of the company's expenses. reductions were made and Yahoo Shatat of 1700 people were laid off. by the end of 2016 the company should stay around 8000 employees - its staff reduced by 42%. programa to reduce costs is to increase the value of the assets Yahoo $ 1 billion. Yahoo also announced the closure of its overseas offices in Dubai, Mexico, beenos Aires, Madrid and Milan.

Meyer continues to remain optimistic: cost reduction, it prefers to call "simplistic" business "Yahoo can not win the hearts and minds of customers with a diversified portfolio of assets and services," - she said to investors, voicing the results of 2015 according to Mayer goda.seychas company keeps on the 3 main. services - search, mail and tumblr. All other assets should be simplified to four basic areas - news, sports, finance and lifestyle.

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Date: 11-06-2016, 15:52
Category: Disadvantages

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