Is Yahoo falling out of it's throne?

For decades had multinational corporation, Yahoo! Inc. dominated the charts for online search. However, as the concept steadily made its place in today’s society, Google & Bing came along, and knocked Yahoo out of its throne, while its other services such as mail and news kept it alive. Now Yahoo still in in the Top 3 websites of its kind, but is it quickly losing its wind? Former Google employee and current Yahoo CEO, Marissa Mayer has announced many acquisitions, in many different areas of today’s technology, the most recent ones being Distill, Wanders and Incredible Labs.  Yahoo is now trying Social Media and Smartphone applications, however, each acquisition just seems to be a temporary fix in the companies progress. For example, when the Consumer Electronics Show took place, Yahoo announced that it was harbouring more users than it had ever previously done, and announced the acquisition of the Smartphone “Smart Home Screen” app, Aviate. For the next few days, it was on the news and social media, and simultaneously, helping Yahoo share prices (NASDAQ:YHOO) to jump. Investors began to get that promising feel whenever watching the green number on the side of the charts get higher. As good as it was for Yahoo’s business, brand identity and market share, it was only temporary. A similar scenario took place the day before Valentine’s Day, on 14^th February 2014, when Yahoo’s most recent acquisition took place, of the Technical Recruiting Company, Distill. Again, share prices jumped. Now it just feels like a temporary fix, and till when are Yahoo keep going to temporary give their flight another jolt?

Yahoo has also had quite a turbulent history in its Executive Management team. Eight CEOs, one of which was fired over the phone, one caught in a college degree scandal, the rest either resigned or were interim ones (or were Jerry Yang who owned the company). Very recently the (ex) Chief Operations Officer, Henrique De Castro was fired for not being able to promote Yahoo by sales or media (which were her primary responsibilities).

These are all recent inconveniences, and this may mark a difficult next few quarters for Yahoo! or just knock Yahoo! out of its luxury. Yahoo’s stock prices continue to mostly fall, and are hindering the company’s progress.

I guess I can conclude by saying, Yahoo is no longer the company that it once was, and brand identity has fallen dramatically over the last few months. It will definitely take more than some acquisitions or announcements to bring Yahoo, back to life.