z*******n
发帖数: 1034 | 1 “When I got to Yahoo, mobile was everyone’s hobby. It was no one’s job,”
Yahoo CEO Marissa Mayer told Michael Arrington on stage today at Disrupt NY.
Ever since Mayer joined Yahoo in July 2012, mobile has been one of the
company’s main focuses. And it turns out that the company is doubling down
on mobile once again.
“Mobile is doubling on every traffic metric we have,” she said. But it
doesn’t mean that Yahoo’s mobile strategy is already successful. Yahoo
ended 2013 with no apps in Apple’s top 100. In other words, producing
massive mobile hits is a long and difficult process.
We want to build the best mobile apps in the industry.
That’s why Mayer promoted Adam Cahan to be in charge of all things mobile.
If things go well, it will be because of him. If they don’t, it will also
be his fault. Centralizing everything like that could make things more
difficult, but Mayer doesn’t see it this way.
“Every organization has a drawback,” she said. “I was talking to Eric
Schmidt — there are some companies that go back and forth between a
functional and divisional organization. In the end, it doesn’t matter. You
shouldn’t spend too much time reorganizing.”
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Marissa Mayer On the Last Two Years
So now that Yahoo is going with this centralized strategy, the company hired
a lot of mobile developers and designers — some of them thanks to
acquisitions.
“I asked how many people do we have working on mobile engineering, they
said ‘like a hundred.’ And I asked: ‘like an actual hundred, or like 60
rounded up to 100 to make me feel better?’”
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There are now 500 people working on mobile working under Cahan. And the
company has a clear mission statement when it comes to mobile. “We put Adam
’s team together, it’s going to be a 2-year experiment,” Mayer said. “We
have a tremendous set of app developers and app designers. We want to build
the best mobile apps in the industry. I will revisit in two years about how
we want to run it moving forward.”
“We want to be the world’s digital daily habit,” Mayer said. And having
people spend more time in Yahoo’s apps fits pretty well.
In Mayer’s Yahoo, there are three areas of focus: search, mail and digital
magazines. And the company released new design-oriented apps, such as Yahoo
Weather, Yahoo Mail and Yahoo News Digest.
“Last year was the year we began making our investment in mobile,” Mayer
said. “We were really proud of the new Yahoo News Digest, the new Yahoo
Mail. You could see that engagement picked up. We think we’re making big
strides in mobile. But we think there’s more to do.”
In particular, the News Digest app is an interesting example. “To Adam’s
credit, I didn’t want to launch [Yahoo News Digest] because I didn’t think
it was in our core applications.” Then, the company used the app
internally (dog-fooding, as we call it). “People just loved it. 40 percent
of people who download the app use it every day.”
So Yahoo will keep iterating on these apps and release new apps. It will
also try another strategy — serendipity. One of the things that works quite
well on desktop is that people go to yahoo.com to check their emails and
end up reading Yahoo News.
“We want that serendipitous experience,” Mayer said. “We want to make our
apps a little bit more fully featured.” In the next generation of Yahoo
apps, you will be able to check your emails, read news and check the weather
in a few swipes.
And then, there is Tumblr. Mayer thinks that Yahoo didn’t overpay for
Tumblr, which it acquired for $1.1 billion. Now, Tumblr comes with sponsored
content. But the user base is apparently reacting pretty well. “48 percent
reshare sponsored content — it’s so good,” Mayer said.
Tumblr will also play an important part in Yahoo’s mobile strategy. Tumblr
’s mobile team has always been really good at design. Mayer considers
Tumblr as a communication tool. It will be one of the apps that will end up
in the top iOS apps. “Those communication tools like Tumblr and Yahoo Mail
will be among the top apps,” she said. | z*******n
发帖数: 1034 | 2 增强用户粘性
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【在 z*******n 的大作中提到】
: “When I got to Yahoo, mobile was everyone’s hobby. It was no one’s job,”
: Yahoo CEO Marissa Mayer told Michael Arrington on stage today at Disrupt NY.
: Ever since Mayer joined Yahoo in July 2012, mobile has been one of the
: company’s main focuses. And it turns out that the company is doubling down
: on mobile once again.
: “Mobile is doubling on every traffic metric we have,” she said. But it
: doesn’t mean that Yahoo’s mobile strategy is already successful. Yahoo
: ended 2013 with no apps in Apple’s top 100. In other words, producing
: massive mobile hits is a long and difficult process.
: We want to build the best mobile apps in the industry.
|
|
