If You Can’t Beat Them, Employ Them: ex-‘Googler’ Marissa Mayer new Yahoo! CEO

POSTED BY Global Administrator
Whichever way you look at it, Google dominates web search on mobile – never mind the PC. When Marissa Mayer – Yahoo’s new CEO – became Google’s 20th employee, the company’s Internet portal was considered by many to be the window to the web, offering a compendium of news and infotainment and a host of software for chat and email. Since then, Google’s minimalistic style has stolen the show largely as the range of services on the web has broadened significantly. While Google’s homepage presented a neutral perspective on the web, it continued to offer all the basic web services – news, email, chat. As the mobile web has similarly taken off in the smartphone era, Google has positioned itself well, and not just in its own ecosystem. Despite setting itself up as a competitor to Apple’s iOS with its own Android ecosystem, Google Search is the default search engine on iOS devices. Even on search engine rival Microsoft’s Windows Phone 7 platform (where Bing is the default), market share suggests Google dominates. Only when we step outside the sphere of the Roman alphabet is it that we find pockets of higher levels of competition for the search giant, notably Yandex in Russia and Baidu in China. Yahoo! continues to maintain a substantial market share notably in Japan – a market which has confounded many an analyst with its own dynamics. So what does Yahoo! need to recover its former glory? Well, on mobile it needs to gain a foothold in a big ecosystem. It also needs differentiation, and local search could be a key part of its rejuvenation. As Google and Microsoft – two leading players in the web search space – have noted, local is a big part of search on mobile, and offers high clickthrough and cost-per-click rates. Mobile searchers are not only often in the market for what they are searching for, but there in the market for it right then. That’s one reason why we are forecasting that mobile search & discovery markets will be worth $15 billion by 2017 in our new report…