Yahoo Marissa Mayer bled white and tries one last offensive – ZDNet France

Yahoo, finishing? In announcing its latest results, the ruling Marissa Mayer confirmed a drastic reduction plan effective and a significant devaluation of assets on the part of society. Yahoo then eventually yield to its shareholders, some of whom claimed early in the year starting Marissa Mayer and initiates the transfer of shares held by Yahoo in AliBaba and several ‘non-strategic “such as real estate or patents .
 

Yahoo intends to sell its share in Alibaba and several other assets and presented a schedule detailing the stages of this transition. The question is obviously central Alibaba: Yahoo’s share is valued at more than $ 30 billion and the sale of it will result in important negotiations with the US tax authorities, which must approve the transaction. The Company believes that this restructuring will take between 9 and 12 months for black cohosh.
 

An admission of failure for Marissa Mayer? Arriving in 2012, it tried to restart the machine by focusing on a strategy of acquisitions in series, which culminated in 2013 with the acquisition of the social network Tumblr. Unfortunately, these have not been sufficient to redress the balance. Yahoo also displays a significant devaluation of its assets, estimated at about 4.461 billion dollars, of which $ 1.2 billion related to investment initiated from 2012. If the company remains discreet on the individual case, it is noted however, that Tumblr, negotiated at the time to $ 1.1 billion, has since lost $ 230 million of its value.

 Yahoo’s main problem is its inability to monetize its large user base: the company displays a billion monthly active users, but its market share in the ad revenue sector was down 2.1% when Google dominates the market with its 54% market share. Moreover, despite its efforts, Yahoo is completely to the street in the area of ​​mobile, crushed by Google, Facebook and others.

 “Yahoo remains a business-oriented PC users, lost in the age of mobile,” said Daniel Knapp, director at IHS Advertising Technology “Yahoo takes 77% of its revenue from PC users, and we have not seen effective strategy from Yahoo to resolve this problem. “

Still, Marissa Mayer promised to initiate a turning point for the mobile juggernaut. It was also the subject of Mavens, the acronym used by Yahoo to designate the activities centered around the mobile, video and social. These show an increase, expected to offset the decline in revenues from traditional advertising, but Yahoo expects a return to balance in 2017/2018 and plans to use 2016 to restructure in depth.
 

The elimination of 1,400 jobs in the next three months may be difficult to swallow for the employees of the firm, Marissa Mayer has already sacked 1800 workers in 2015. It should nevertheless meet shareholders, which press Yahoo to cut costs. Yahoo intends to restructure its Internet activities around three main themes: the search engine, its email service and the social network Tumblr

.