Or do you google?
It seemed like only recently that Yahoo was the king of the Internet search. It survived when all the other search engine of the dotcom era went bust: Lycos, Excite, AltaVista…
But Google seems to have Yahoo on the run. The CEO, Terry Semel, resigned yesterday and was replaced by Jerry Yang.
Let’s face it: if you want to search for something on the Internet, do you Google? Or do you Yahoo?
The last time I used Yahoo’s search engine was something like 5 years ago.
It is not that I don’t use Yahoo. I use Yahoo Groups, Instant Messenger, Maps and I even go on www.yahoo.com everyday; in fact, several times a day.
The trouble is, I don’t go to www.yahoo.com to search. I go there for the news headlines.
So perhaps Yahoo should just jettison its search engine.
Yahoo needs to understand its current users: what value does Yahoo bring to them today? Why are these people using Yahoo’s services and tools?
With this understanding (customer intimacy, anyone?), Yahoo can then figure out how to enhance those offerings.
If Yahoo’s search engine is no longer valued, then throw it away. Focus resources on enhancing the things that are valuable. This will allow Yahoo to hang on to the existing user base as a start, in the face of competition from Google.
So Jerry, congratulations on the new job.
Now all you need is some customer intimacy…