NAME

JAVED IQBAL BBA-III (MORNING)
SUBJECT CLASS

E-BUSINESS
ASSIGNMENT TOPIC

YAHOO

SUBMITTED TO

SIR, ASADULLAH MEMON

Yahoo! is an American public corporation with headquarters in Sunnyvale, California, (in Silicon Valley), that provides services via Internet worldwide. The company is perhaps best known for its web portal, search engine (Yahoo! Search), Yahoo! Directory, Yahoo! Mail, Yahoo! News, advertising, online mapping (Yahoo! Maps), video sharing (Yahoo! Video), and social media websites and services. Yahoo! was founded by Jerry Yang and David Filo in January 1994 and was incorporated on March 1, 1995. On January 13, 2009, Yahoo! appointed Carol Bartz, former Executive Chairperson of Autodesk, as its new Chief Executive Officer and a member of the Board of Directors HISTORY AND GROWTH In January 1994, Jerry Yang and David Filo were Electrical Engineering graduate students at Stanford University when they created a website named "David and Jerry's Guide to the World Wide Web". David and Jerry's Guide to the World Wide Web was a directory of other web sites, organized in a hierarchy, as opposed to a searchable index of pages. In April 1994, "David and Jerry's Guide to the World Wide Web" was renamed "Yahoo!". The yahoo.com domain was created on January 18, 1995. Yahoo! grew rapidly throughout the 1990s. Like many search engines and web directories, Yahoo! diversified into a Web portal. It also made many highprofile acquisitions. Its stock price skyrocketed during the dot-com bubble, Yahoo! stocks closing at an all-time high of $118.75 a share on 3 January 2000. However, after the dot-com bubble burst, it settled at a post-bubble low of $4.05 on 26 September 2001 (adjusted for splits).

In 2000, Yahoo! began using Google for search results. Over the next four years, it developed its own search technologies, which it began using in 2004. Yahoo! also revamped its mail service to compete with Google's Gmail in 2007. The company struggled through 2008, with several large layoffs. In February 2008, Microsoft Corporation made an unsolicited bid to acquire Yahoo! for USD $44.6 billion. Yahoo! subsequently formally rejected the bid, claiming that it "substantially undervalues" Yahoo! and was not in the interest of its shareholders. Three years later, Yahoo! had a stock market capitalization of USD $22.24 billion. Carol Bartz replaced cofounder Jerry Yang in January 2009 PRODUCTS AND SERVICES Yahoo! operates the web portal http://www.yahoo.com which provides content including; the latest news, entertainment, and sports information. The portal also gives users access to following: Mail Autos Dating Finance Games Health Horoscopes Jobs Messenger Movies omg! Real Estate Shine Shopping Sports Travel Updates Weather

MOBILE SERVICES

Yahoo! Mobile offers services for on-the-go messaging, such as email, instant messaging and mobile blogging; information services, search and alerts; entertainment, ring tones, and Yahoo! Photos for camera phones. Yahoo! also introduced its Internet search system, called oneSearch, developed for mobile phones on March 20, 2007. The company's officials stated that in distinction from ordinary Web searches, Yahoo!'s new service presents a list of actual information, which may include: news headlines, images from Yahoo!'s Flickr photos site, business listings, local weather and links to other sites. Instead of showing only, for example, popular movies or some critical reviews, oneSearch lists local theaters that at the moment are playing a certain movie, user ratings and news headlines regarding the movie. A zip code or city name is required for Yahoo! oneSearch to start delivering local search results. The results of a Web search are listed on a single page and are prioritized into categories. The list of results is based on calculations that Yahoo! computers make on certain information the user is seeking. Yahoo! uses Novarra's mobile content transcoding service for the oneSearch platform. On October 8, 2010, Yahoo! announced plans to brings video chat to iPhones and Android-based phones via its popular Yahoo Messenger instant messaging service.

YAHOO! INTERNATIONAL Yahoo! is known across the world with its multi-lingual interface. The site is available in over 20 languages, including English. The official directory for all of the Yahoo! International sites is world.yahoo.com. Each of the international sites are wholly-owned by Yahoo!, with the exception of Yahoo! Japan, in which it holds a 34.79% minority stake and Yahoo!7 in Australia which is a 50-50 agreement between Yahoo! and The Seven Network. Historically, Yahoo! entered into joint venture agreements with Softbank for the major European sites (UK, France, Germany) and well

as Korea and Japan. In November 2005, Yahoo! purchased the minority interests that Softbank owned in Europe and Korea. Yahoo! holds a 40% stake in Alibaba, which manages a web portal in China using the Yahoo! brand name. Yahoo! in the USA does not have direct control over the operations of Alibaba, which operates as a completely independent company. In 2008, Darren Petterson, business development director for Yahoo! Europe confirmed that Yahoo! was going to launch a Romanian version of their website by the end of the year, however, due to the financial crisis at that time, those plans were frozen. In February 2010, new reports appeared in the Romanian media claiming that the portal will finally launch by June the same year, as some services like Yahoo! Mail and Yahoo! Mobile are already translated into Romanian. COMMERCE Yahoo! offers commerce services such as Yahoo! Shopping, Yahoo! Autos, Yahoo! Real Estate and Yahoo! Travel, which enables users to gather relevant information and make commercial transactions and purchases online. Yahoo! Auctions were discontinued in 2007 except for Asia. SMALL BUSINESS Yahoo! provides services such as Yahoo! Domains, Yahoo! Web Hosting, Yahoo! Merchant Solutions, Yahoo! Business Email and Yahoo! Store to small business owners and professionals allowing them to build their own online stores using Yahoo’s tools. Yahoo! also offers HotJobs to help recruiters find the talent they seek. ADVERTISING Yahoo! Search Marketing provides services such as Sponsored Search, Local Advertising, and Product/Travel/Directory Submit that let different businesses advertise their products and services on the Yahoo! network. Yahoo! Publisher Network is an advertising tool for online publishers to place advertisements relevant to their content to monetize their websites.

Yahoo! launched its new Internet advertisement sales system on February 5, 2007, called Panama. It allows advertisers to bid for search terms based on their popularity to display their ads on search results pages. The system takes bids, ad quality, click-through rates and other factors into consideration in determining how ads are ranked on search results pages. Through Panama, Yahoo! aims to provide more relevant search results to users, a better overall experience, as well as increase monetization—to earn more from the ads it shows. On April 7, 2008, Yahoo! announced APT from Yahoo!, which was originally called AMP! from Yahoo!, an online advertising management platform. The platform seeks to simplify advertising sales by unifying buyer and seller markets. The service was launched in September 2008. REVENUE MODEL About 88% of total revenues for the fiscal year 2009 came from marketing services. The largest segment of it comes from search advertising, where advertisers bid for search terms to display their ads on the search results, on average Yahoo! makes 2.5 cents to 3 cents from each search. With the new search advertising system "Panama" Yahoo! aims to increase revenue generated from search. Other forms of advertising which bring in revenue for Yahoo! include display and contextual advertising. ADVERTISING REVENUE As of January, 2010, Yahoo held the world's largest market share in online display advertising. JP Morgan put the company’s US market share for display ads at 17%, well ahead of No. 2 Microsoft at 11% and AOL at 7%.

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