It's been a tumultuous few days for Yahoo--you know, with that takeover bid from Microsoft--but the company continues to shake things up internally, too.
On Monday, the company announced that it will discontinue its Yahoo Music Unlimited subscription service and will transfer its customers to RealNetworks' Rhapsody service.
In mid-2008, Yahoo Music Unlimited subscribers will be guided through an in-browser process to convert their music libraries to Rhapsody's service. For a limited time (length unknown), they'll be able to keep paying Yahoo's subscription fees, which cap out at $8.99 per month, before being required to start paying Rhapsody's $12.99 monthly fee.
Additionally, Yahoo announced in conjunction that it has acquired FoxyTunes, a browser plug-in that is compatible with multiple desktop and Web-based music players.
RealNetworks, which acquired Rhapsody when it purchased parent Listen.com for $36 million in 2003, has been partnering with both hardware manufacturers like TiVo and media companies like Viacom's MTV Networks. It's the company's best strategy for staying afloat in a digital music landscape that's not only dominated by Apple's iTunes but also seems to be gravitating toward "free," not subscription-based models.
But the announcement with Yahoo is shrouded in uncertainty, for obvious reasons. Just about anything could happen to Yahoo if Microsoft's proposed $44.6 billion acquisition goes through.
RealNetworks, ironically, has a hostile history with Microsoft, too, dating back to an antitrust scuffle several years ago that led to a partnership in which RealNetworks ultimately claimed it was shortchanged.
Social networking is one of the biggest and fastest-evolving phenomena on the Web, and Microsoft's proposed takeover of Yahoo will undoubtedly send it in new directions. More than anything, a MSFT-YHOO acquisition will shake up the debate over just how you can make money off a Facebook or MySpace.com--because they're running out of time to figure that out.
Should the Microsoft-Yahoo acquisition go through, expect them to try to corner the social-network advertising market.
The common wisdom is that neither Microsoft nor Yahoo is a real force in social networking. Both companies own multiple social media properties, and the only resounding success among them is Yahoo's Flickr. (Sorry, Microsoft, I'm not counting the Zune's "song-squirting.") "They're very interested in the space," Forrester Research analyst Charlene Li said in an interview with CNET News.com. "They haven't been able to get traction in it. They look at it very longingly."
Social networking, in addition, will be a tasty slice of the Web for a hypothetical Microsoft-Yahoo because it's also one of the few niches of the Web on which Google doesn't already have a stranglehold. Its OpenSocial developer initiative isn't ready yet, its Orkut social network has only gained traction in a few regions of the globe, and the company admitted in its recent quarterly earnings call that social advertising (specifically on News Corp.'s MySpace) isn't bringing home the bacon.
Taking the reins on the advertising market is probably the best way for Microsoft-Yahoo to make waves in social networking without actually launching a big social-media initiative--and I certainly hope they don't try to, because there are way too many networks out there already. Microsoft already has a foot in the door with its $240 million stake in Facebook. (Yahoo tried to acquire it outright in 2006 and was promptly spurned.) And Facebook's own Social Ads were met with high-profile opposition and plenty of bad press.
With Microsoft's and Yahoo's resources pooled, the two companies could devise a more effective social advertising strategy (if such a thing is even possible). Even if it's dubious in its effectiveness, expect it to be very high profile. Think about it: Microsoft-Yahoo could claim they're doing what Google couldn't do. How's that for instilling confidence?
"A potential acquisition, if it actually goes through, could be a much, much more interesting player for Facebook to want to do business with," Li said, noting that Facebook's current deal with Microsoft only covers display advertisements, not search ads. "If Microsoft and Yahoo can actually make a play in search, that makes Facebook a lot more comfortable going with an all-Microsoft deal and maybe even be acquired by it. Who knows?"
But beyond advertising, a combined Microsoft-Yahoo has a massive social-networking tool at its fingertips, Li continued. "Yahoo and Microsoft both have this wonderful asset called e-mail address books and instant-messaging buddy lists, which are essentially a social graph," she said. "A lot of people are using those services, much more so than Gmail, for example, and so that's an instant social graph."
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