A significant redesign is finally coming to the Yahoo.com home page, one of the most well-traveled destinations on the Internet, and the company's search page will follow suit starting next month.
Yahoo plans to let people in the United States start selecting a new, more personalized version of the home page beginning Tuesday afternoon. The revamp lets people select basic applications to use not just Yahoo sites, but also others' such as eBay, Facebook, and Twitter, said Tapan Bhat, Yahoo's senior vice president for consumer experiences.
These applications are available on the left side of the page under a customizable section called My Favorites; hovering over them with the mouse pointer makes each application and its accompanying advertising pop up.
"We're pulling together everything about the user they care about, be it on Yahoo or off, to create a personally relevant experience," Bhat said. "In a world like this, Yahoo needs to make the user experience come first."
The effort is a centerpiece of Yahoo's effort to revitalize its core business: showing content and accompanying advertisements to a large, general audience on the Net. Yahoo's profitability for years has trailed that of its main rival, Google, which depends chiefly on search ads for revenue, and Yahoo faces increasing pressure from Microsoft's online business and new arrivals such as Facebook as well.
Yahoo's new home page permits applications from Yahoo or others. This shows use of Facebook.
(Credit: Yahoo)The company also hopes for more success with advertisers. "We're creating great opportunities for advertisers to target content and context," he said, demonstrating a movie application that showed a prominent ad along with movie showtimes locally tailored for a particular user.
The My Favorites feature will arrive on Yahoo's search page, too, making the search site and results shown on it into more of a portal to access content. Yahoo faces search pressure from dominant Google and now to a certain extent from Microsoft's Bing, too. Even if it consummates a possible search and advertising deal with Microsoft, being able to show its own display ads in applications adjacent to search results could help the company extract more money from its search operation.
Long-coming changes
Newer Web sites change rapidly, but Yahoo proceeds at a relatively glacial pace to change its site, visited by a whopping 340 million people monthly.
Yahoo announced the new front page plan in October 2007, recognizing that people wanted to get to other destinations on the Net besides Yahoo's. It began "bucket testing" it a year afterward, trying variations of the new page on randomly selected users, some of whom squawked at the changes and their inability to revert.
New Chief Executive Carol Bartz has been trying to light a fire under the company's developers, but even this revamp is only is the beginning beta testing on Tuesday. The change will arrive in the U.K., France, and India later this week, in Spain and Mexico next month, and in Asia next year, Yahoo said. Users had no choice about earlier tests, but now they'll be able to select it as default on their own by visiting http://yahoo.com/trynew or clicking on Yahoo promotions for the change.
Yahoo's revamped front page.
(Credit: Yahoo)"The home page was tested by thousands and thousands of people. We got tons of feedback--tens of thousands wrote about what they liked and didn't," Bhat said. "It was really key to helping us figure out what worked and didn't."
The new home page will become default for others when beta testing is done "in the coming months," Yahoo said. The revamped search pages will enter bucket testing in August, meaning that users can't choose to use or not use the new design.
More changes
Opening up Yahoo's content to other sites' operations--and letting other sites use Yahoo data can use such as Facebook-like status updates--is part of the Yahoo Open Strategy. That effort, under way for well over a year, is designed to increase users' activity on Yahoo, to draw more people to Yahoo, and to make the company a better partner for advertisers.
There are about 60 applications available now, and more are being added daily, Bhat said. Users can create their own, too.
Also coming in August will be the ability to select what type of news people can see, with a slider that moves on a spectrum between "fun" and "serious," he said.
In addition, Yahoo is revamping its mobile site. One big feature: when users customize Yahoo for use with regular computers, that customization will carry over to their mobile version.
Bhat wouldn't share details about whether the new home page fares better, either in terms of user engagement or revenue. However, because Yahoo plans to make its official home page announcement Tuesday while detailing second-quarter financial results, it's possible Bartz may be more forthcoming than Bhat.
Bhat did indicate, though, that things are moving in the right direction for the company.
"Our experience in our test indicates that people are excited about this home page. They feel this meets their needs and is fresh new look for Yahoo," Bhat said. "We are designing the page around users. What we do know when design page that users like, they tend to get more engaged."
Yahoo has hired Bryan Lamkin to head up the group that manages some of its highest-profile products and is an essential element of the Yahoo Open Strategy.
Lamkin will take on the role of senior vice president of Yahoo's Applications Products division, which encompasses its e-mail and instant messaging services, photo-hosting site Flickr, as well as Yahoo Answers, Groups, and e-mail and calendar service Zimbra. He will report directly to Executive Vice President of Products and Chief Technology Officer Ari Balogh.
As part of its Yahoo Open Strategy, the company is attempting to better integrate social connections with its online applications.
His role will be a central one at Yahoo in light of a recent reorganization led by CEO Carol Bartz, which unified Yahoo's product and technology groups under Balogh. Bartz said Tuesday she was dissatisfied with the unfocused engineering work at Yahoo and called for a new round of layoffs, in part to make room for new engineering talent.
Lamkin comes to Yahoo with 14 years of experience at Adobe, where he was senior vice president of the Creative Solutions Group. He managed strategy and development for Photoshop, Creative Suite, Dreamweaver, Flash, and Illustrator, according to a Yahoo spokesman. Lamkin retired from Adobe in 2006.
Lamkin replaces Scott Dietzen, who has acted as interim head of Yahoo's applications group since the reorg in February. Dietzen will now work on new product strategy in the group.
In other executive lineup changes, The Wall Street Journal reports that Yahoo's communications chief, Brad Williams, has left the company. Williams had headed the company's PR department since Jill Nash resigned in February.
CNET News' Stephen Shankland contributed to this report.
Updated 2:56 p.m. PST with further details.
SAN FRANCISCO--After months of preamble, Yahoo on Monday flipped the on switch for a massive project to increase activity--and advertising--on its Internet sites through social connections and online applications.
The company has been working mostly behind the scenes to build what it calls the Yahoo Open Strategy, but now the strategy's changes will become evident to U.S. users of some of Yahoo's main properties such as Yahoo Mail, My Yahoo, and Yahoo's music and TV sites. In addition, the company will begin previewing a new Yahoo Toolbar later this week.
John Kremer, vice president of Yahoo Mail
(Credit: Stephen Shankland/CNET News)"We wanted to establish a social dimension," Ash Patel, executive vice president of Yahoo's audience products division, said of the Yahoo Open Strategy goals. And to attract programmers who can build applications on Yahoo properties, "We wanted to engage with the developer community and to open up the power of Yahoo's products and platforms."
Yahoo Mail, which according to ComScore has about 275 million active users each month, gets some significant changes, with more to come. First is a new welcome page that now spotlights messages from people in a person's Yahoo social network and invitations from others to join their networks. And the in-box page now includes a new "from connections" button that shows e-mail only from those social connections.
Second is the arrival of online applications tied to Yahoo Mail. One inaugural program from Xoopit lets you view all the photos in your e-mail archive, even expanding links to online galleries. Another lets you convert an e-mail message into a WordPress blog post in two clicks.
"The opening of the mail platform is a huge benefit to users in terms of the additional forms of sharing and communication we can build in and to the developers who can build applications," said John Kremer, vice president of Yahoo Mail, speaking to reporters at a launch event here.
More mail changes are coming, he said. Among them will be birthday reminders and the ability to exchange large files, Kremer said.
The new mail abilities require a the cooperation of Yahoo users' contacts: they must agree to be listed as your contact before they can become a part of Yahoo social activities. That's because of privacy considerations, Kremer said. For example, the right-hand side of the new Yahoo Mail welcome page also shows contacts' activity such as photos posted, movies recommended, or applications added, and that's information those people might not want to share with just anyone.
Yahoo Mail's new welcome page spotlights activity from a person's social connections. (Click to enlarge.)
(Credit: Yahoo)
Leapfrogging the Joneses
It's not all fun and games. Building use of Yahoo into members' social lives and letting them use applications housed on Yahoo sites means more advertising for Yahoo. That was important earlier this year when the company was stagnating financially, but it's even more important now that the recession has put extreme pressure on the ad market. And Patel believes the ads that can be delivered with the social context--for example clicking on the Yahoo Music page for an album a friend just rated highly--will provide valuable context for advertisers.
"Targeted (ad) inventory sells better than untargeted inventory," Patel said.
The Yahoo Open Strategy theoretically could help Yahoo not just keep up with the Joneses, but leapfrog them. Although Yahoo capitalized on the first generation of online social activity, e-mail and instant messaging, it lagged rivals such as Facebook when it comes to letting people build online communities of friends and business contacts. Yahoo's new strategy, though, is tuned to its own assets.
Google has got a powerful search engine, but its online community is nascent compared to Yahoo's. Facebook and MySpace have got social ties, but not Yahoo's breadth of finance, sports, entertainment, news, and communications. Yahoo Open Strategy is a recipe not easily reproduced in full by Yahoo competitors.
The hard part will be bringing the transformation to fruition fast enough.
For the Yahoo Open Strategy to pay off, the company must encourage its members to register new profiles and to link their friends into their social network. And it will have to coax a lot of programmers to build good applications then coax Yahoo members to activate them. All this takes time, and Yahoo, with Microsoft and Google breathing down its neck, doesn't have the luxury of time.
Getting people to sign up for yet another social service--Yahoo strenuously objects to calling its work just another social network--is another hurdle.
"There is going to be some fatigue on that process," Kremer said of people getting inundated with a new round of online service invitations. "It may slow down the virality of what we're doing."
But the company believes it will spread because people will find it useful. And unlike some services, Yahoo hopes people only set up their service with a small number of important contacts rather than compete for the biggest networks.
"I don't want my users to sign up for 500 connections," Kremer said. "I want this to be for the tight inner circle--those five or ten or fifteen people they scan for" when checking their in-box.
Yahoo Mail is getting a Flickr application that lets people upload photos from the e-mail application. (Click to enlarge.)
(Credit: Yahoo)
Other changes
The Yahoo Mail change is one of a host announced Monday. Among others:
• Yahoo also announced changes to its customizable home page, My Yahoo, that lets people add applications and customize the page's appearance. For example, Yahoo showed a wine-themed page with its own background and content.
• A new toolbar for Web browsers also gets drop-down interactivity that can show what a person's contacts are doing, what e-mail has been received, and other information. A preview version of the toolbar will be available later this week for download.
• Yahoo's media properties can spotlight contacts' activities, such as when they assign a five-star ranking to a particular song. "Our media properties monetize really well," Patel said.
Update 12:41 p.m. PDT: I corrected a reference that should have been to Yahoo.
Yahoo has begun sharing some future plans it has for Groups, its service where people with shared interests can get together online through mailing lists, calendars, polls, and other features.
In the "coming year," Yahoo plans to add many attributes that expand the scope of groups, according to the Yahoo Groups blog on Tuesday. Those features include tools for product reviews, service directories, wanted boards, address books, and event planners.
And upgrades to existing features include: a better system for hosting photos that permits more storage and larger pictures; better message boards; the ability to store e-mail attachments; and the ability to set the site for non-English languages.
There's no official word about whether there will be room for some of the sharing and collaboration that's coming with Yahoo Open Strategy on Groups, but it seems possible to me. For example, hosting OpenSocial widgets that are available to members of the group seems a natural fit.
Yahoo already has launched a Groups Lab, a team that creates new features such as the recently released People Map beta test that shows group members' locations on a map.
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