‘Yahoo’s Challenge: Mobile. Yahoo’s Answer: China.’ – Forrester
Julie Ask says, “Yahoo’s board met yesterday amidst disappointing financial results that have failed to live up to the expectations of its investors. Prevailing rumors suggest that the board under pressure from investors will vote to break apart the business and sell the pieces.
While it is true that the majority of Yahoo’s revenue comes from online advertising, the future is clearly mobile. Mobile phone numbers are more important than email addresses, and consumers already use their mobile phones more than two hours a day in the U.S. Global expansion depends on mobile.
Power in mobile depends on two core factors: audience and data. Here’s why.
Audience will draw in developers, advertisers and service providers. Today in mobile, audience depends on a strong presence in social networking, instant messaging, and media (e.g., video, music, games, news and books).
Data is the context that drives the value of the audience. The more context brands have about consumers to offer them insights about needs and motivations, the better brands can win, serve and retain those customers in their mobile moments. Winning in data includes access to email, browser, maps, search, wallet, commerce, health, fitness, home and automotive data – as a start. Those who own the mobile OS (e.g., Apple, Google and Microsoft in the U.S.) own the trump card in data“.
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