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Yahoo! Yahoo! Presentation Transcript

  • Yahoo?: Business on Internet Time By Girotte and Rivkin
  • Timing is now everything
    • What is the difference between strategy and tactics in Internet time?
    • Strategy used to be long term, maybe 3 to 5 years. Can you keep a strategy that long when competition changes their offerings weekly or monthly?
  • Competitive Landscape
    • @Home acquires Excite (Yahoo!’s arch rival)
      • Offered high-speed cable access to the Internet
    • AOL acquired Netscape
      • Netscape owned a browser
      • Netcenter was popular portal
    • Disney took stake in Infoseek
    • NBC allied with SNAP
    • Lycos was in merger talks
  • When do you change strategy?
    • When KSFs change.
    • When customer requirements change.
    • When competitive requirements change.
    • When other assumptions/requirments change.
  • Yahoo!’s Strategy
    • Provide one-stop access to anything that someone might need.
      • Find anything
      • Locate anyone
      • Buy anything
    • Generate revenue from advertising and deliver users to vendors’ sites.
  • Internet & the WWW
    • Started by DoD for military and its vendors in 1960s.
    • HTML standard set in 1991 for describing computer documents.
    • Browser developed in 1994 by James Clark (Netscape founder).
    • By 1999, 100 million Internet users, and 43 million host computers & 367 million PCs on the Web.
  • Portals
    • “ Second most meaningless word in Netspeak”
    • Search engine spiders found latest Web sites (Lycos, Infoseek & Alta Vista).
    • Navigation sites classified Web sites like libraries classify books (Yahoo! & Excite).
      • News, sports, stocks.
      • Email and personal home pages
      • Auctions, shopping, financial services.
      • Chat rooms and communities
  • Portal Customers
    • Non-paying users of Portals (48% men, 34% women, 18% children).
      • Searching
      • Communicating
      • Exploring
    • Corporations paying to attract sale of products and services (display ads or links).
      • $2 billion in 1998 (52% through portals)
      • $5 to $200, main page vs targeted placement
      • 2% to 30% referral fees
  • Portal Suppliers
    • Information providers, like news, get monthly fees ($2,500 to $20,000)
    • Advertising media (50% of revenues spent to build brand awareness)
    • Labor ($100,000 to $200,000 for programmers)
    • Technology for financial transactions, email and instant messaging, & home page development tools.
  • Leading Portals Yahoo! AOL.com Excite MSN Lycos Infoseek Netcenter Snap Customers Require: PC Modem Subscription
    • Access
    • Providers:
    • Broadband
    • (Media One, @Home)
    • Dial-up
    • (AOL, AT&T Worldnet)
    • Wireless
    • Direct at Work
    • Vertical Sites:
    • Techn news
    • (CNET, ZDNet)
    • Sports
    • (ESPN)
    • Personal finance
    • (Quicken.com)
    • Mass Content:
    • 43 million connected computers
    Consumer buy PC & modem Subscribe to Access Provider Set default Portal Go to Vertical Site of interest Other Sites
  • Yahoo! Results
    • Bring people together for content, commerce, communications, and community offerings.
    • My Yahoo! With tailored ads, chat rooms, and news wires.
    • Country specific portals.
    • 167 million page views per day in 12/98.
    • 50 million viewers
    • 2,225 companies buying ads
  • Yahoo! Properties Common look and feel
    • Navigation properties to find relevant information (categories of information).
    • Community properties to facilitate contacts and communication (address book, email, chats, message boards).
    • Personalization properties (MyYahoo! for personal links).
    • Electronic Commerce Properties (shop, travel, real estate)
    • International properties (local language and sites)
  • Yahoo! Operations
    • Tight space helps communication and keeps costs down.
    • Organization (Exhibit 11) by expertise
      • Property development: (Production, Engineering, Surfing)
      • Marketing and Sales: (Business development, Brand marketing, Sales)
      • International
    • Partnerships for distribution (like AT&T WorldNet, E*Trade, NPR, Fox sports)
  • Yahoo! Planning
    • Stay 60 days “ahead of the competition”
  • Competition (Exhibits 13 & 14)
    • Access and Content Providers
      • AOL/Netscape has largest captive market of 14 million subscribers (Netscape had been late to set up a Portal)
      • MSN (2 million subscribers) imitates AOL (deal between AOL to use IE as default, for AOL on desktop)
      • @Home/Excite (330,000 subscribers) accessed 19 cable providers passing 60 million homes
  • Competition
    • Portals with Media Partners
      • Disney/Infoseek were 8 th and 9 th most popular sites.
      • NBC/Snap accessed CNET, MSNBC and CNBC.
    • Independent Portals
      • Lycos Network with HotBot search engine
      • AltaVista takes DEC’s search engine public
  • What future actions? (Exhibit 13)
    • What new partners? Suppliers? Customers?
    • What new features?
    • What content providers?
    • What capabilities? Security? Transactions?
    • What acquisitions?
    • What income streams?
    • What future strategy? When will you know it?