Yahoo Wants Bigger Slice of Google
Yahoo is pushing to get back into the search game it largely abandoned to Google. The strategy it is said to be pursuing here is to become the default search engine for Apple operating systems.
Given that there is such a large growth in tablets and mobiles, focusing on these markets would be essential to make inroads into Google’s dominance. Also in the USA, iOS remains stronger than Android, so it could be possible to actually rival Google on its home turf if indeed they were to succeed in becoming the default engine on this platform. So all in all, it would be a smart move.
But Google wont be easy to push off the iOS – Google pays $1 Billion every year for this privilege, and it is unclear that Apple users would want to switch over, questioning if Yahoo is yet good enough. Apple is famously ‘at war’ with Google ever since Steve Jobs said in 2011 he wanted to go “thermonuclear” with the search giant. As a result Apple has a relationship with Microsoft and uses its Bing service for its voice searches, and uses Yahoo for several other services.
The return to search by Yahoo is also being led by CEO Marissa Mayer, who once worked at Google.