Yahoo’s Boerries On Android: Google Risks Being Distracted By Technology

Reuters interviews the head of Yahoo’s mobile efforts, Marco Boerries, who emphasizes that Yahoo is building strategic partnerships with carriers and OEMs around the world and argues that Google is probably misguided in introducing Android. Boerries is quoted in the article as saying, “The race is going to be who builds the biggest arsenal of partners and numbers of page views.” (This suggests an emphasis on display ads rather than paid search in mobile.) He also argues that Google risks being distracted by technology instead of focusing on ad revenue, the “lifeblood” of both companies.

Yahoo has two strategies in mobile: WAP-based oneSearch and Go, its mobile client. The idea is to get Go preloaded on as many phones as possible, given the challenge of getting users to download mobile applications. However, as I argue in a post at LocalMobileSearch:

The key questions for Yahoo ultimately will not be how many direct OEM and carrier relationships the company has for Go, but how good is Go itself (and oneSearch) and whether they are substantially better than offerings from Yahoo!’s rivals. One could argue that the best mobile client today is not Go but AOL’s MyMobile. In fairness, I’ve only seen MyMobile demo’d and haven’t yet “lived with it” in the way I have with Go. But MyMobile has personalization features that Go has yet to introduce, but presumably will.

Yahoo’s strategy to gain broad distribution is a smart one, but it won’t prevent end-users from going directly to Google if Google is perceived to be better on mobile devices. Yahoo must simply offer the best, most user-friendly mobile experience it can — partly to combat Google’s brand strength in search. Otherwise, no mountain of business development deals with handset makers and carriers will win the hearts and minds of users.

Related Topics: Channel: Mobile | Google: Mobile | Yahoo: Mobile & Go


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide