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1. Case Study #1
OLEH :
DIAN ATIKA, RAFIKA, RERY INDRA KUSUMA
MM UGM JAKARTA - KELAS EKSEKUTIF B 27 C

2. Case Summary
Main Issue
Problem Statement
Analysis
Recommendation

3. CASE SUMMARY

4. Yahoo’s Business
Operation
Corporate
Governance at
Yahoo
Yahoo’s Company
Background
The Internet Consumer
Services Industry
Business Condition at Yahoo
August 25, 2012
Marissa Mayer
Become CEO of
Yahoo
 Internet
advertising
revenues in
US USD 31.7
 Top three
Player:
Google
[66.4%],
Microsoft
[15.3%],
Yahoo 13.8%
 Start on
February
1999
 IPO in April
1996
 Start Yahoo
Japan and
Yahoo
Europe
 2001 :
already had
2,000
employers.
 Carl Icahn’s
Proxy Fight
 Third Point
LLC’s
Activism
 Resumegate
 Product and
Organization
 Sales,
Marketing,
and Product
Development
 Human
Resources
 Finance

5. INTERNET ADVERTISING REVENUE IN UNITED STATES IN 2011 IS 31.7 BILLION USD

6. Source: Kelly Larsen, Director of Marketing at PPC Summit and Landing Page Success Summit, the Web’s largest conversion
conference coming up on November 3-23, 2010.
http://www.ppcsummit.com/newsletter/google-adwords/latest-search-market-share-google-bing-and-yahoo-
comparisons/
Google search shares
are showing modest
gains. Meanwhile,
Yahoo continues to drop
in search share, and
Bing shows only slight
gains in search growth
year over year.

7. 66.4%
15.3%
13.8%
SEARCH SITE MARKET SHARE
MARCH 2012

8. FASTEST GROWING
OF INTERNET MOBILE MARKET
The fastest growing segment of
internet advertising was mobile
advertising, which totaled 1.6
million USD in 2011, increase
149% over 2010.
In 2011, the 10 leading search
and portal companies
accounted 71% of total online
advertising revenue, while the
next fifteen for 11%.

9. Source: http://techcrunch.com/2011/01/19/the-rise-and-fall-of-yahoo-the-infographic/

13. Source : History of Yahoo CEOs: Tenure vs. Stock Price
http://waxy.org/2012/05/history_of_yahoo_ceos_tenure_vs_
stock_price/
History of Yahoo CEOs: Tenure vs. Stock Price

15. Advertising was the primary revenue drive
and Yahoo organized its sales team into 3
categories based on the type of customer
type.
Yahoo used a combination of organic and
acquisition – driven paths to product
innovation. It employing a team of
software engineers and forming alliances
with universities to improve existing
product

16. Yahoo announced cut to its
workforce of 2,000 employees in
April 2012, it was the 6th major
round of layoffs in the last four
years. The company’s headcount
in September 2012 was around
12,000 spread out in 25
countries. Depending on their
tenure and position in the
organization

17. MAIN ISSUE

18. HR and Corporate Culture
Yahoo Identity as a company
Privately Owned Alibaba Group
Enhance the organization efficient
Technology Firm or Media [Advertising]??
How to use 4.3 billion [after tax] which received
from sell half its Alibaba InvestmenT

19. TARGETING ASIA AND AFRICA MARKET
As both are growing market

20. PROBLEM STATEMENT

21. One of the statement from anonymous
company:
“The problem at yahoo in the past couple
years has been B-players hiring C-players
who were not fired up to come to work and
were tolerated too long. I mean nobody
good wanted to come to Yahoo”

22. While it had started out as a technology
firm, its principal revenue source was
currently advertising. However, many
Yahoo insiders still regarded themselves
as working for a technology company
that had presence in media.

23. In the late August 2012, Yahoo announced
that it would sell half its Alibaba investment.
The key challenge to Mayer in this area was
how to use the proceeds of the Alibaba
investment.

24. The internet was moving to a mobile
platform where Yahoo had only a
marginal presence. While the mobile
platform was showing tremendous
growth.

25. The growing markets were Asia and
Africa, regions where Yahoo had only a
weak presence. Should yahoo acquire
companies to benefit from growth in
these markets?

26. ANALYSIS

28.  One of the firs things that Mayer did at Yahoo was
to announce that she would review every hire that
the company made, a practice similar to that done
at Google.
 FYI, a weekly all employee meeting every Friday
afternoon
 Free food in the company Cafetaria
 Replacement of employees Blackberry phones with
a choice of iPhones or android based phones
 Launch of PB&J

29.  One of the firs things that Mayer did at Yahoo was
to announce that she would review every hire that
the company made, a practice similar to that done
at Google.
 FYI, a weekly all employee meeting every Friday
afternoon
 Free food in the company Cafetaria
 Replacement of employees Blackberry phones with
a choice of iPhones or android based phones
 Launch of PB&J

30. Marissa Mayer has made one of her first big strategic decisions
as Yahoo CEO, as the company announced it was not going to sell
its ad exchange Right Media. Some execs under past leadership
teams had pushed the company to sell Right Media; instead it
will increase investment in the exchange and the company's
other ad-tech assets.
Source: http://adage.com/article/digital/marissa-mayer-s-big-call-yahoo-staying-ad-
tech/237030/

31. Marissa Mayer's first edict after
taking the top spot at Yahoo! in
July 2012 after 13 years at
Google: a major overhaul of
Flickr, the site's photo-sharing
service, followed by a home-page
redesign and a string of
acquisitions, including $1.1 billion
for blogging platform Tumblr and
$30 million for story-shortener
Summly. Mayer faces intense
pressure to modernize the
pioneer portal with 700 million
monthly users. 2013 SPOTLIGHT:
The new mom has taken a lot of
flak for her own "too-short"
maternity leave and for squashing
a work-from-home option for
employees. Still, she recently
announced a generous parental
leave policy: eight weeks for both
moms and dads plus $500.

32. Yahoo has created a new mobile ad marketplace with Mocean
Mobile, a large mobile ad network. The partnership allows
Mocean to offer its network of mobile media sellers on the Yahoo
Ad Exchange.
The move ought to be a significant step for Yahoo, which has
struggled to grow its ad business over the last few years. Yahoo
revenues slipped 2% in Q4, during a period when the online and
mobile ad business is seeing robust growth.
http://www.businessinsider.co.id/yahoo-mocean-mobile-deal-2014-2/#.UyTx2IXJSu4

33. 1. Stamped: iPhone app that allows users to keep track of
and share the things they like with their friends, such as
restaurants, books, films and other apps. App shut down,
nine-person team moved to Yahoo's NYC mobile
engineering office. Price: Less than $6 million (Yahoo 10-K
filing).
2. OnTheAir: Live video conversation platform, like Google
Hangout. App shut down, five-person team moved to
Yahoo's San Francisco mobile office. Price: Less than $6
million (Yahoo 10-K filing).

34. 3. Snip.it Tool lets users collect ("snip") content from the
web and share with friends — like a less visual Pinterest.
Price: Less than $10 million (Yahoo 10-Q filing).
4. Alike: App helps users discover venues nearby based on
their interests. App shut down, team joined Yahoo's mobile
office in Sunnyvale, Calif. Price: Less than $10 million
(Yahoo 10-Q filing).

35. 5. Jybe: App helps users discover things to do and places to
eat via personalized recommendations. All five (former
Yahoo) employees assigned to improve targeting and
personalization on Yahoo's products. Price: Less than $10
million (Yahoo 10-Q filing).
6. Summly: iPhone app that automatically aggregates and
shares summaries of news articles. Tech integrated into
Yahoo News, 17-year-old founder joined Yahoo's NYC
office. Estimated price: $30 million.
7. Astrid: Email management and to-do list app for iPhone,
Android and Windows 7. Staff joined Yahoo's mobile team.
Estimated price: Unknown.

36. 8. MileWise: Lets users factor in airline miles, reward
programs, and hotel and credit card points to find the
cheapest flights. App shut down, five-person team joined
Yahoo's NYC mobile office. Price: Unknown.
9. GoPollGo: Polling tool that could be quickly deployed on
the web and even directly on Facebook and Twitter. App
shut down, three-person team joined Yahoo's Sunnyvale
mobile group. Price: Unknown.
10. Loki Studios: Mobile gaming startup that incorporated
personalized elements, like the local weather, into
gameplay. App shut down, seven person team joined
Yahoo mobile team. Price: Unknown.

37. 11. Tumblr: Blogging network with 300 million unique
monthly visitors. Continues to operate as independent
company. Price: $1.1 billion.
12. PlayerScale: Toolset that helps developers bring games
to multiple platforms with features like leaderboards and
virtual currencies. Three-person team continues to offer
same services, with new services promised soon. Price:
Unknown.
13. GhostBird Software: Creators of mobile photography
apps KitCam and PhotoForge2. Apps discontinued, four-
member staff joined Yahoo's Flickr team. Price: Unknown.

38. 14. Rondee: Free conference calling service. Platform shut
down, staff joined Yahoo's small business team. Price:
Unknown.
15. Bignoggins: One-man company that developed
bestselling apps for managing fantasy sports teams.
Integrated apps into Yahoo Fantasy Sports' flagship apps in
late July. Price: Unknown.
16. Qwiki: iPhone app that lets users create short movies.
App continues to operate. Estimated price: $40-$50 million.
17. Xobni: E-mail add-on that makes it easier to search and
find contacts. Product integrated into Yahoo Mail, staff
joined Yahoo Mail team in Sunnyvale. Estimated price: $30-
$40 million.

39. • 18. Ztelic: One-year-old social data analysis startup. Eight
employees joined Yahoo’s R&D team in Beijing. Price:
Unknown.
• 19. Admovate: Mobile ad targeting technology firm.
Team joined Yahoo's display advertising team in
Sunnyvale. Price: Unknown.
• 20. Lexity: App maker for small ecommerce businesses.
Apps will continue to operate. Price: Unknown

40. RECOMMENDATION

41. • Stick on her current plan on corporate culture
and increase the quality of hired, morality, and
engagement level of the employee to company
to bust productivity.
• Improve Yahoo Current Product
• Acquire business which will have prospective
future in Asia and Africa Market and also mobile
interface

42. Thank You