Yahoo launches new global web portal
Yahoo has launched globally its redesigned web portal, which was previously only available in beta to US and UK users. The move is supported by a US$ 1-million advertising campaign, and aims to generate more traffic to the front page.
The new portal now allows third party web applications – such as Hotmail and Facebook – to be integrated into the front page. Critics have suggested that web users no longer go to portals to begin their browsing, instead using search engines to go directly to their destination.
Speaking to the BBC, Yahoo’s senior vice-president for Europe, Rich Riley disagrees. Riley is of the opinion that many Yahoo customers still begin their browsing at the portal frontpage.
Riley offers survey statistics to back his claims, which show that 60% of UK Yahoo customers would prefer a centralised page from which they can manage all aspects of their online life.
The integrated third party applications will keep users within the Yahoo network of sites. Riley says that this makes the portal an extremely attractive option for advertisers, who will reach a global audience.
Through partnerships, Yahoo has added a large number of links to external websites. Riley indicates that the UK beta portal became the second largest source of online traffic to the UK Telegraph’s website. Yahoo receives a portion of the revenue generated by this traffic.
Although Yahoo occupies a strong position on the web, they do not generate as much profit as the likes of Google. The new advertising campaign, although global, is primarily targeting emerging markets – such as Brazil, India and Indonesia – where they believe they can attract many new users. This is “where the next billion people are coming online,” says Riley.
With the deal between Microsoft’s Bing search engine and Yahoo expected to be finalised by next year, Yahoo is hoping to surge into the high profitability arena of Internet business.
Yahoo’s new portal – comments and views
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