New Yahoo Mail, Flickr Part Of Larger Mobile Push

Yahoo’s first two acquisitions in the era of CEO Marissa Mayer weren’t big splashy deals as many including me had anticipated; they were modest “acqu-hires” for mobile teams. By the same token Yahoo’s launch of new apps for Yahoo Mail and Flickr, yesterday and today, are similar workmanlike updates and upgrades to core Yahoo properties.

Yahoo Mail is, from a traffic and monetization perspective, second only in importance to the Yahoo homepage, which is scheduled for a Mayer-inspired refresh as well.

In a way it’s amazing that there was no iPhone app for Yahoo Mail until yesterday. That’s something of a metaphor for how stuck Yahoo has been. Under Mayer it’s moving again. The company is now seeking to bring its core properties into the multi-platform era by creating brand-consistent, high-quality experiences on the PC, tablets and smartphone platforms.

Several years ago, when Marco Boerries ran Yahoo ‘s “Connected Life” division, the company was a global leader in mobile. However Yahoo’s position in mobile declined amid the leadership changes, takeover talks and internal turmoil of the past three years.

Now the company is playing catch up but Mayer clearly understands the need to thoughtfully mobilize Yahoo and its content.

Luckily Yahoo’s brand and usage are still strong enough to enable it to come back, provided it can get the products and user experiences right. The new Yahoo Mail apps for iOS, Android and Windows Phones are definitely a positive step in that direction.

Yahoo as a whole is like a great old hotel that is in need of a significant renovation and facelift. With these new mobile apps it appears that facelift has begun.

Related Topics: Channel: Industry | Yahoo | Yahoo: Business Issues | Yahoo: Mobile

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!