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 Why msft and yhoo have to merge??ZT |
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ceo/cfo
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作者：ceo/cfo 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
The Deal Microsoft and Yahoo Should Do
My colleagues Erick Schonfeld and Jon Fortt have ably laid out why a merger with Microsoft (MSFT) and Yahoo (YHOO) would be a disaster. They're right, of course: Yahoo and Microsoft are both trying to build the platforms of the future, but in completely different ways, with completely different goals.
Microsoft is trying to keep Windows relevant to software developers, while Yahoo's trying to build its already large online audience.
Those are goals that would be better pursued separately. But that doesn't mean the two companies can't work together. Here's how.
Reboot the Overture deal. Before Yahoo bought Overture, the search-advertising startup, Microsoft used Overture to sell search advertising for it. Microsoft continued to use Overture for some time after Yahoo bought it, but foolishly dropped it last year.
The Overture deal was a brilliant arrangement, and still is. Microsoft was dumb to waste resources building its own ad platform. Microsoft should dump AdCenter, strike a favorable revenue-sharing deal, and switch to Yahoo's Panama. Microsoft should move all of its display inventory to Yahoo's recently acquired Right Media advertising exchange - or, better yet, shift its entire advertising sales force over to Yahoo, which would then have an unbeatable set of feet on the street to call on big advertisers directly.
Share users. Microsoft and Yahoo have opened up their instant-messaging networks to each other, but they could go farther. The two companies could open up their login procedures to each other, and effectively share users between their properties. Imagine Flickr users being able to embed photos in Hotmail emails, or Yahoo News alerts getting sent to Windows desktops, and you just get a taste of the potential.
Court developers. Yahoo has interesting Web services; Microsoft has a vast audience of developers who use its tools to develop software. Microsoft could bake Yahoo's services into its tools, keeping developers tied to Microsoft while driving traffic to Yahoo.
None of these arrangements, as I see it, require that Microsoft buy Yahoo or Yahoo snap up MSN. They could be struck as ordinary commercial arrangements between independent companies, and they wouldn't force Microsoft or Yahoo to do something contrary to their basic business goals.
Microsoft is right to see the opportunity in online advertising and free, ad-supported, Web-ba<x>sed software. But it doesn't have to sell the ads in order to make a bundle off of them.
Yahoo, meanwhile, would have more ad inventory to sell, and could build an audience without having to try to court software developers.
In short, Microsoft could focus on building software and courting developers, as it does today so well; Yahoo could focus on attracting users and selling ads. Why go through the agony of a merger? I'd bet Yahoo and Microsoft could work together better as separate companies than as one.
作者：ceo/cfo 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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 Why msft and yhoo have to merge??ZT -- ceo/cfo - (2988 Byte) 2007-5-05 周六, 04:03 (782 reads)
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