In the wake of their search engine merger with Bing, Yahoo is looking to find ways to reinvent itself as a company. For the time being, it seems they've settled on "Y!ou and Yahoo!" as the campaign to take them into the next decade. The aim of their Y!ou campaign is fairly simple. They want to turn Yahoo into the focal hub of web browsing for as many users as possible.
Yahoo has taken a number of steps to achieve this goal. They've revamped the Yahoo homepage to act as a central hub, allowing their users to visit all of their favorite websites right from the homepage. Yahoo Mail has been updated to allow better photo sharing and editing, while video-calling has been added to Yahoo instant messenger. They've also developed a new mobile version of the homepage as well as mobile versions of their most popular apps.
It's always difficult for a company to reinvent themselves, but in this case I think Yahoo might have a fair shot. They're focusing much of their efforts on emerging markets in Southeast Asia and South America. People new to serious Internet browsing will find Yahoo's new homepage very useful for storing browsing preferences and helping them find their way around.
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How this new campaign will fair in the U.S. and Canada is much less certain. As always, we'll just have to wait and see.