Yahoo Manages Short Term Surprise
In founder Jerry Yang's first quarter as CEO, Yahoo! managed to surprise investors on the upside, by sending its stock up 9%. Although net income at Yahoo was down 5%, sales rose 12% driving quarterly net income to $1.8 billion before expenses. These earnings are much better than projected yet Yahoo the former undisputed kings of keyword search still face many challenges. Jerry Yang made sure to drive home that his mindset and focus is on the entire $45 billion online advertising market, not just keyword search a "lucrative subset of it".
Jerry Yang is stressing that Yahoo intends to be more active with "one-off services" around the world that will be cut off, much as Yahoo did in folding Yahoo Photos into Flickr, shutting down the revenue losing, resource draining, and clearly unpopular Yahoo Podcasts, as well as deemphasizing subscription-based music services and online tickets services in favor of ad-supported music programs.
Yahoo president Sue Decker says that Yahoo Panama, the much-delayed search ad system, is beginning to work. Revenue per search category was up 20%. And display ad revenue was also up 20% a rare acceleration after more than a 15 months of downward trends. No mention was made concerning declining PPC conversion levels or any new, sustainable click fraud prevention measures.
Yahoo executives stress that YHOO is more focused than ever on becoming the first stop for most people online, and will try to facilitate connections between people only as it supports the Yahoo starting-point strategy.
Given that social networks such as Facebook are increasingly the starting point for many people online, as well as Yahoo's previous emphasis on connecting users with other people and their passions, it is not clear what Yahoo's next steps are in the emerging social networking arena.
