Integration makes sense

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March 14, 2005

Overture has operated quite distinctly from Yahoo!, but it makes sense to integrate Overture with Yahoo! and use Yahoo!’s brand, said Jupiter Research analyst Niki Scevak. "Search is becoming a larger part of the marketing budget," he said. "Dealing with two different brand names didn’t make sense."

The Web service APIs for Yahoo! Search products mean developers of software applications will be able to develop products consistent with the Yahoo! Search platform. Yang said Yahoo! will benefit by extending its reach as search becomes more distributed and decentralized.

Terry Semel, Yahoo!’s chairman-CEO, who spoke at the Bear Stearns 18th Annual Media Conference the day after the Jupiter show, echoed some of Yang’s comments. He said the hope is to combine mail, instant messaging and search on a global basis. "Look to us this year to have total compatibility," Semel said. "Yahoo! has a deal with every wireless company in the U.S. Our overall strategy for it is to totally integrate."

Yahoo! will also focus on vertical search, a growing area in the search industry, and blogging.

—Carol Krol

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