Yahoo: Challenges for Marissa Mayer?

Marissa Mayer's appointment as head of Yahoo's a surprise. It is also a strong sign: after a long game of musical chairs (referring to Scott Thomson and faked his resume, sacking of Carol Bartz), the portal needed reassurance. It is also and above all to establish a strong, stable strategy that allows the U.S. group finally rebounding.

It must be said that despite a reorganization of the company structure and massive reductions in its workforce, Yahoo is now a shadow of itself. The hearing of the portal has been declining and the action that Yahoo has stagnated over the past two years while that of Google soars. Even the partnership with Microsoft has not delivered the expected results.

Despite its success, Google (after 13 years of house), Marrissa Mayer will have to convince. Remember that many leaders have succeeded at the head of Yahoo. If their record is not made ​​only of failures, ultimately, their career as CEO ended with a forced resignation.

The challenges are many. We must first address the core business of Yahoo: research. Distanced by Google, the portal will make strategic choices. According to AllThingsDigital, the U.S. giant could decide to simply abandon his research on the web, by selling it to Microsoft.

Note that since 2009 the two firms are closely linked: Yahoo uses Bing's algorithm for the engine and acts as advertising for both brands.

The portal could also sell its technology targeted advertising and sponsored links in Google. Yahoo would focus finally on its advertising business (selling space) and content delivery to the image of the recent agreement with CNBC whose contents are listed on Yahoo Finance and partnership signed with ABC in 2011.

Side innovation, Bartz had initiated some structural sites, particularly in the cloud. Land still left fallow, Marrissa Mayer is therefore required to expand the practical applications of these transformations for users. Yahoo has indeed found his role as an innovator, left Google for many years.

Yahoo should feel like a engineer and on this point, the new CEO has his card to play. Mayer has indeed participated in many large projects at Google and has helped to make the engine central to the culture of innovation but also the severity.

The stars of Google services are not only successful ergonomic, it is primarily of technological achievements, constantly challenged. Establishing a philosophy and developed by Marrissa Mayer.

Therefore expected that the application of rigor in the Yahoo services. Particular side of the email and home page: Yahoo Mail is one of the most used webmail on the planet, its home page generates a huge audience but the two services still seem underutilized in terms business.

Mayer will also make Yahoo more flexible. Unlike Google, the decision-making at its competitor is just too slow, according to observers. In the web industry, we must move fast and take risks. What Yahoo does not know how, by its structure. Whether creating new services, such as the closure of others.

Google does not hesitate in effect shutting down services that did not work and knows bounce failures (the closure of Buzz and Wave did they not give birth to Google +?). Side of Yahoo, this kind of decision takes much more time and often leads to nothing.

The new president should also seriously consider the group's mobile strategy that has never really worked. Despite several initiatives, Yahoo is not a major player in smartphones, vectors of strong growth.

Same for the office where Yahoo is still quiet despite agreements with Facebook and Spotify.

It will also improve the image of the gate after the affair of 400,000 passwords stolen. Trying to minimize this case, Yahoo has drawn the ire of Internet users. And it does not take long to finally dent the image.

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