carol bartz Archives

It’s another chapter in the failing Yahoo! book. Yesterday, Carol Bartz – then CEO of Yahoo! got an ceremonious firing from the board. Now, with the dust settling, and Jerry Yang saying the company is still not for sale, where does the now-less diminished company go from here?

Rebuilding Phase – a Name Change, perhaps?

I get told time and again – If you want a fresh start, infuse with a new name. Yahoo! is pretty much a name dragged in the mud. Yahoo! represents the internet from 1999. It’s 2011 – Time to get with the times. Put away the preppy clothes, the teased hair and go with something a little more modern.

A new name could bring confidence back in the company and the customers. A fresh logo that means “The future of computing is here”. Then, of course, you will have to back that statement up…

Fire the Board of Directors? Including Jerry Yang.

Om Malik said it best – Fire the Board. If you’re gonna shake up things, do it right. The board has been flailing since the Microhoo! days. Get a new cast to make decisions and get things done. Om has a great list of who should be on this board.

I am going to take it one step further. Jerry needs to step back even more. The new board has to have free-thinkers with no pressure from Yang. They have to take a major left-turn to keep their businesses satisfied.

Get Back in the Game

During Bartz’ 2 year CEO run, a lot of programs were shut down or sold. Whatever is left should also get some type of a face-lift. Collect the patents and figure out a new plan.

Yahoo might even want to start talks with Facebook. Put a new presence in this social network (since they’ve pretty much destroyed all their social network opportunities). Since they also have a partnership with Microsoft, this might be a really nice fit overall.

Open Up to Everyone

Google does this so well (ok, maybe not with YouTube, but everything else) – Open up to the community. Ask what you want. It worked with Linus Torvolds in creating Linux. Take the information and create something around that.

With items like business email, you cannot do that, but with consumer products like search and home page, open it up and let the consumer feel they have a hand in sculpting.

There has to be 3 items that people are clambering for in the last few years that could be easily integrated. Show the people that you are listening to them.

These are just a few ideas. In thinking of it more, the name change most likely be the best move. After all – if you think Yahoo!, what do you think of? A website that is the future, or a company that represents the past?

Well, it was a deal that was a year and a half in the making. Actually, it’s been longer than that – nonetheless, Microsoft has finally gotten what they want. While it still needs to have a final stamp of approval, it looks like Yahoo search will become Yahoo Search powered by Bing.

The real history is this: Back in 2005, Microsoft talked ‘Partnership’ with Yahoo to thwart the ever growing Google. That was during the Instant Messaging days – When it was announced that MSN Messenger and Yahoo IM would be able to talk to each other.

By May of 2007, Microsoft and Yahoo were in talks of an apparent $50 Billion dollar merger. While that didn’t happen, we started seeing the beginnings of the Mass Exodus of Yahoo. Employees such as Farzad Nazem – who was Yahoo’s CTO at the time – took retirement. That was followed by other key players in Yahoo’s stable.

However, the battle didn’t really start until Feb 3rd, 2008, when Steve Ballmer offered $41 Billion to take over the company. It was a long – drawn out battle that gave people like Carl Icahn a seat on Yahoo’s board and Jerry Yang the heave – ho as CEO. Since then, Yahoo has plummeted in stock price.

Carol Bartz took over as CEO in January 2009 with a renewed hope. However, the Yahoo name has been pretty stagnant until just a couple weeks ago when they revamped email. Closing services like Yahoo Music and Geocities helped Yahoo score a profit in Q2, but the search side had remained at a plateau.

Then along came Bing.

“I think actually Bing is a good product. ” Carl Bartz announces in a transcript. “It actually extends sort of the experimentation around search and how people use it instead of just thinking like a standard blue link.” She goes on with “…Microsoft should be given kudos for Bing.”

What is supposedly proposed is that Microsoft will take over the search engine side of things. Yahoo will continue with ad placement on the site. Yahoo is expected to get 110% of search ad deals until 2011, in which it will drop to 90%, according to Allthingsd.com.

The drama is expected to unfold in the next 24 hours as it is said to be a ‘done deal – with the formalities happening later today’. Right now, neither side is ready to comment.

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Yahoo is Done Searching. Microsoft Gets Their Way (Sort of)